Unity in diversity: The role of Unesco's intangible cultural heritage in affirming plurality and fostering nation-building and branding in Morocco

Abstract

This paper investigates the crucial role brought by the commitment of Morocco to UNESCO's intangible cultural heritage list in fortifying Morocco's national identity, as well as its broader effect on the external branding of the country. By analyzing the inscribed elements, the aim is to show how preserving intangible cultural heritage fosters a unified national identity within a multicultural society, while simultaneously addressing the complications and benefits of modernity and globalization. Moreover, the paper examines intangible cultural heritage's role in introducing internal political and cultural stability; given Morocco's vibrant coexistence of a complex set of traditions, languages, and practices, it demonstrates how important these elements can be in the nation's external branding as well. This dual focus underscores the complex interdependencies between cultural heritage and socio-political equilibrium, challenging conventional perceptions of heritage as merely a tool for internal unity and highlighting its strategic role in global cultural diplomacy and national branding. From this perspective, the paper contributes to the conventional academic discourse on cultural sustainability in favor of more inclusive approaches, emphasizing the dynamic, living aspect of culture in the age of globalization.