1 Andreas Hofer
Andreas Hofer - from innkeeper to Tyrolean Folk Hero Maria de Fátima Pais University of Aveiro ABSTRACT This paper aims at presenting Andreas Hofer-Tyrolean freedom fighter, his ways and how they contributed to the construction of a folk hero and Tyrolean myth and mythology. It also focuses on representations of the myth in the 21st century, namely in 2009, two hundred years after the Anno Neun (1809). The Andreas Hofer Museum as cultural touristic route and Andreas Hofer´s McDonaldization in the 21st century. Key words: Brand identity cultural route (Tyrol) 1809 Tyrolean freedom fight Andreas Hofer 1.Introduction “The mother, the father, the fields, the mountains - and the people. A homeland is not to be thought of without these, these are not to be thought of without it.”(Piock, 2004:2) Before approaching the proposal of a cultural route in the region of Tyrol, Austria I would like to point out two questions that arise whenever Tyrol comes into play: Heimat 1(homeland) and Tyrolean identity. These are crucial issues and become intertwined when we look at this region from the point of view of Cultural Studies. Stuart Hall is concerned on how things became meaningful, that meaning depends on individual interpretation and how the information is represented, this meaningfulness being a continuous and active cycle of creation. This is the reason why, in the first place, my interest for the Andreas Hofer phenomenon started, a name I happened to encounter in several journeys to Austria and specifically Tyrol. In fact, back in 2006, it was a 9-year old, Austrian godson of mine that, in great surprise, asked me: “How on earth have you never heard about Andreas Hofer?.
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