La polvere della Francigena. Quando la storia diventa un brand

Abstract

This work explores the intersection of history and branding through the lens of the Via Francigena, a historic pilgrimage route. The author discusses how historical inaccuracies and anachronisms in films and media often distort the perception of history, using examples like the misplaced airplane in "Troy" and the gas cylinder in "Gladiator." These errors, while sometimes amusing, underscore a broader trend where historical narratives are reshaped to serve modern branding and commercial interests. Sabbatini delves into how the Via Francigena, once a path for medieval pilgrims, is being rebranded and commodified in contemporary times, transforming from a historical route into a commercial brand. This shift reflects a larger phenomenon where historical authenticity is often sacrificed for market appeal, raising questions about the representation and preservation of cultural heritage in the modern era. The study highlights the implications of this trend for historical scholarship and public memory, urging a critical examination of how history is marketed and consumed today. ​