The Commercialisation of the Căluș Tradition

Abstract

The paper presents a diachronic analysis of the Căluș ritual, a component of Romanian popular culture included on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity in 2008. We are considering the most important aspects of Căluș’s genuine performative model, the specifics of its keepers and the changes occurring over time. Our analysis considers those evolutionary aspects that led to the diversification of the performative model and the repercussions of these changes, both in the traditional form of the ritual and in the way it is perceived by its own performers and direct beneficiaries. Following its evolution from the communist and post-communist period, we highlight the appetite of the protagonists to enhance in particular the spectacular and economic functions of Căluș, a trend that could significantly influence the performative model. The study also exposes the new contexts in which Căluș is presented today, proving that we are facing a living phenomenon, a constant process capable of generating new cultural models and beliefs.