ABSTRACT
This chapter problematizes how museums as elements of history and identity are being re-thought, re-framed, and re-fashioned in the cultural and economic context of the museum markets in which they operate. The chapter asks: how is heritage affected when increasingly framed as a marketable commodity? How are new and developing ways of thinking about heritage re-fashioning museums? As part of the analysis, the chapter presents the concept of “Heritagelore,” and discusses how this phenomenon works to inhibit museum leadership and staff to re-imagine their museums in new ways. The chapter concludes with a definition and discussion of the concept of Hip Heritage and shows why museums engage in such heritage-making.
