22nd February 2011, 11:36 AM
It seems that archaeology (commercial and academic) has failed to grasp the real value of its endeavours. Commercial archaeology seems to focus upon two main aims-to satisfy the planning conditions placed upon client groups and to satisfy the requirements of curators. Academic archaeology pursues knowledge arguably for the sake of knowledge. Both of these entities by and large, fail to take the next step. The very fact that archaeology has a place in planning "law" is a reflection of a central government that has placed a value upon our collective past. The Valletta Convention arguably enshrines similar principles across a wider geographical community. If archaeology then is accepted as a valuable (and finite) asset, what is the point of accumulating vast stores of data if we do nothing of value with it?
The value to a commercial client is clear- with planning conditions duly complied with, their commercial endeavours can go ahead unfettered. Commercial clients could, if they were in possession of savvy marketing officers, capitalise on this by seeing archaeology as a valuable selling point. A developer could raise its public profile by being seen as environmentally friendly. Smith and Bloggs Developers PLC takes pride in carefully preserving our collective heritage where it can and dilligently records what it can. Smith and Bloggs has signed up to the Heritage Charter and provides accessible and glossy brochures outlining the history of the plot that your new house now stands upon-congratulations, your new house will root your family in a rich prehistoric landscape etc. Dragging endless bewildered local pensioners around a muddy field on open days is simply not a selling point. Developers could easily incorporate architectural elements of the past into new builds or place glass floors in over ground-level archaeology to enhance the "value" of their commercial outlay. The truth is, the vast majority of development destroys the very archaeology that is valued at government level and "preservation in situ" is a rare event. Surely, we can`t "value" archaeology and the built heritage on the one hand and then see it as something that simply needs to be swept aside (quickly and in secret) on the other. The intrinsic value of archaeology to client groups has been mostly lost. That surprises me-the marketing and P.R value for a developer could be huge. If thought about, the public profile of a developer as a caring company would increase, the unique selling point of offering new buyers a history of their new home would increase sales potential and ultimately, the developer would be contributing to new-build communities who would have the opportunity of understanding their "place" in the great continuum (corny I know..).
Archaeology as a social tool with which a sense of community, identity and belonging could be introduced.......archaeology as a valuable asset within mainstream education systems.....archaeology within social projects.........it`s all entirely possible and arguably why archaeology is seen as a valuable asset by central government. And yet, archaeology remains by and large- an endeavour carried out in secret or, is an effort in data retrieval as playthings of academia. If we are really lucky, the odd television program reminds us that there is archaeology out there but even this is reduced to an entertainment value. Commercial and academic archaeologists really need to take the obvious next steps- embed archaeology in society. After all, society is inextricably embedded in archaeology.
The value to a commercial client is clear- with planning conditions duly complied with, their commercial endeavours can go ahead unfettered. Commercial clients could, if they were in possession of savvy marketing officers, capitalise on this by seeing archaeology as a valuable selling point. A developer could raise its public profile by being seen as environmentally friendly. Smith and Bloggs Developers PLC takes pride in carefully preserving our collective heritage where it can and dilligently records what it can. Smith and Bloggs has signed up to the Heritage Charter and provides accessible and glossy brochures outlining the history of the plot that your new house now stands upon-congratulations, your new house will root your family in a rich prehistoric landscape etc. Dragging endless bewildered local pensioners around a muddy field on open days is simply not a selling point. Developers could easily incorporate architectural elements of the past into new builds or place glass floors in over ground-level archaeology to enhance the "value" of their commercial outlay. The truth is, the vast majority of development destroys the very archaeology that is valued at government level and "preservation in situ" is a rare event. Surely, we can`t "value" archaeology and the built heritage on the one hand and then see it as something that simply needs to be swept aside (quickly and in secret) on the other. The intrinsic value of archaeology to client groups has been mostly lost. That surprises me-the marketing and P.R value for a developer could be huge. If thought about, the public profile of a developer as a caring company would increase, the unique selling point of offering new buyers a history of their new home would increase sales potential and ultimately, the developer would be contributing to new-build communities who would have the opportunity of understanding their "place" in the great continuum (corny I know..).
Archaeology as a social tool with which a sense of community, identity and belonging could be introduced.......archaeology as a valuable asset within mainstream education systems.....archaeology within social projects.........it`s all entirely possible and arguably why archaeology is seen as a valuable asset by central government. And yet, archaeology remains by and large- an endeavour carried out in secret or, is an effort in data retrieval as playthings of academia. If we are really lucky, the odd television program reminds us that there is archaeology out there but even this is reduced to an entertainment value. Commercial and academic archaeologists really need to take the obvious next steps- embed archaeology in society. After all, society is inextricably embedded in archaeology.