LV Latviski

Tik daudz prāta, cik vistas kājai gaļas. (LFK 1492, 541)

Theme | Paper submission | Fees | Programme | Abstracts | Info

Photo by Indriķis Stūrmanis



Wednesday, June 1

17.00–19.00: Conference opening, reception
The National Library of Latvia, Mūkusalas street 3, floor 11

Aigars Lielbārdis (Conference organizing committee)
Eva Eglāja-Kristsone (Director of the Institute of Literature, Folklore and Art of the University of Latvia)
Rita Grīnvalde (Head of the Archives of Latvian Folklore, ILFA)
Irina Sedakova (Chair, The Ritual Year Working Group, SIEF)

Thursday, June 2

The National Library of Latvia, Mūkusalas street 3, Conference centre

Room A

Session 1 Chair: Irina Stahl
9.30.–10.00. Laurent Fournier. Re-Localizing Cultural Economy through Heritage Building
10.00.–10.30. Emily Lyle. The Festival Year in Relation to the Spatiotemporal Perception of the Cosmos

10.30.–11.00. Coffee (Room B)

Session 2 Chair: Evy Johanne Håland
11.00.–11.30. Cătălin Alexa. Commercialization of Căluș Tradition
11.30.–12.00. Ksenia Klimova. The Ritual Easter bread Tsoureki in Greece and Abroad: from a Rural Folk Tradition to the Supermarket Shelf
12.00.–12.30. Emmanuel Jayson Bolata. Against Tradition and Commercialization: Marjun Sosa Moreno’s Pugutan Script
12.30.–13.00. Ekaterina Anastasova. The Martenitsa: National Identity, Commercial Dimensions and International Representation

13.00.–14.00. Dinner (Room B)

Session 3 Chair: Rita Grīnvalde
14.00.–14.30. Lina Gergova. Annual Fairs and Town Holidays
14.30.–15.00. Tiziana Soverino. All the Working Men that Would have the Grass of a Sheep from their master, they Should Sell the Lambs on that Date: Midsummer Fairs in Ireland
15.00.–15.30. Gabriela Boangiu. Authenticity and Silent Narratives within the Craftsmen Fair in Craiova, Romania

15.30.–16.00. Coffee (Room B)

Session 4 Chair: Lina Gergova
16.00.–16.30. Oksana Mykytenko. Winter Carnival in Vevchani (NR Macedonia): Between a Commerce Holiday and Folklore Tradition
16.30.–17.00. Lina Petrošienė. The Winter Festival at the Lithuanian Open-Air Museum in Rumšiškės in the Late Soviet Period (1981–1990)

Room C

Session 2 Chair: Aigars Lielbārdis
11.00.–11.30. Alexander Novik. Silver Filigree in North Macedonia: Commerce and Traditions at the Turn of the 21st Century
11.30.–12.00. Alena Boganeva, Mare Kõiva. About Saints in the Russian Collection of the Folklore Archive of the Estonian Literature Museum
12.00.–12.30. Skaidre Urboniene. Ritual Year Attributes and Souvenirs: Street Markets and Fairs in Vilnius
12.30.–13.00. Jonas Mardosa. Transformations of the St. Casimir Festival in Vilnius: from Honouring the Prince to the Craft Fair

13.00.–14.00. Dinner (Room B)

Session 3 Chair: Arūnas Vaicekauskas
14.00.–14.30. Maria Span. The Commerce and the Transformations of the Elements of Intangible Cultural Heritage and of their Space of Manifestation: an Example of a Village from the Region of Transylvania
14.30.–15.00. Mateja Habinc. Commercialisation of the Traditionality of Events in National Parks: Triglav National Park (Slovenia) and National Parks Kozara and Sutjeska (BiH)
15.00.–15.30. Svetla Kazalarska. Kyustendil Spring Day and the Predicaments of Post-Socialist Transition

15.30.–16.00. Coffee (Room B)

Session 4 Chair: Skaidre Urboniene
16.00.–16.30. Kira Sadoja. Changes in Rural Wedding Traditions in the Carpathian Mountains of Ukraine in the 20th Century
16.30.–17.00. Ieva Pīgozne. The Marketing and Ideology of Wearing a Crown with Latvian Folk Dress

Friday, June 3

The National Library of Latvia, Mūkusalas street 3, Conference centre

Room A

Session 1 Chair: Maria Bernadette Abrera
9.00.–9.30. Žilvytis Šaknys. Historical Memory, Cultural Heritage and Commercialization: Ritual Year in Three Settlements of Southeast Lithuania
9.30.–10.00. Vivek Raj. Moral Economy of Gayāwāl Panda and the Pandemic
10.00.–10.30. Ruchi Rana. Aipan: Tracing its Journey from Ritual Folk Painting to Cultural Commodification

10.30.–11.00. Coffee (Room B)

Session 2 Chair: James Deutsch
11.00.–11.30. Irina Stahl. Commerce and Religion: An Icon for All Means
11.30.–12.00. Maria Bernadette Abrera. Pilgrimage and Economic Activity in a Philippine Marian Shrine
12.00.–12.30. Mare Kõiva, Andres Kuperjanov. Transborder Routes and Rituals: Between Global, Local and Niche
12.30.–13.00. Rasa Račiūnaitė-Paužuolienė. Digital Representation of the Funeral Celebrations in Lithuania under the Conditions of the Pandemic

13.00.–14.00. Dinner (Room B)

Session 3 Chair: Mare Kõiva
14.00.–14.30. Irina Sedakova. A Name of a Holiday as a Problem: Poetic Translating and the Ritual Year
14.30.–15.00. Mariyanka Borisova Zhekova. A Village for a Day: Annual Meetings of Relocated/Flooded Villages in Bulgaria
15.00.–15.30. Tobias Boos. The Spatio-Temporal Rhythm of the Palio di Siena.

15.30.–16.00. Coffee (Room B)

16.00.–17.00. Room A
The Ritual Year Working group meeting. Chair: Irina Stahl

18.30. Conference dinner.

Room C

Session 1 Chair: Dace Bula
9.00.–9.30. Evy Johanne Håland. Festival and Communication in Modern and Ancient Greece: a Comparison of Values
9.30.–10.00. Rasa Paukštytė-Šaknienė. Gifts for Children throughout the Ritual Year in East Lithuania and West Belarus
10.00.–10.30. James Deutsch. Candy is Dandy, but Not Victuals for Rituals: The Rise and Fall of “Candy Day” in the United States

10.30.–11.00. Coffee (Room B)

Session 2 Chair: Sandis Laime
11.00.–11.30. Arūnas Vaicekauskas. The Commercialization of Public Events and the Carnival
11.30.–12.00. Dalia Senvaityte. Commemoration of Spring and Autumn Equinoxes in Contemporary Lithuania: the Spread of Tradition
12.00.–12.30. Kristina Blockytė-Naujokė. Midsummer’s Eve in Lithuania Minor: Changes and Continuity in Tradition
12.30.–13.00. Maria Vasekha, Elena Fursova. Ivan Kupala Day (John the Baptist Day) in Novosibirsk: Between Deviation and Commercial Potential

13.00.–14.00. Dinner (Room B)

Session 3 Chair: Oksana Mykytenko
14.00.–14.30. Frances Wilkins. Adaptation in Contemporary Performances of Scottish Gaelic Psalmody
14.30.–15.00. Victoria Legkikh. Italo-Croation Folk Tradition as a Special Tourist Attraction: the Italian Community in Rovinj
15.00.–15.30. Aušra Žičkienė. Cultural Intertextuality: Songs as Emotional Resources for Commerce

Saturday, June 4

10.00.–14.00. Excursion and visit to the annual craft fair at the Latvian Ethnographic Open-Air Museum.


The impact of product marketing is visible in everyday life, including a wide range of traditions and festivities, which have lately become highly commercialized. In marketing terms, the values of traditional culture are considered “products” to be branded, marketed and sold. We have all experienced the pre-Christmas gift buying madness and have visited souvenir counters at major historical sites and cultural venues in different countries, each promoting their “brands”. Historically, annual church markets, fairs and pilgrimages attracted people from great distances, providing opportunities to buy, sell, and trade durable goods in addition to food and drink required by pilgrims and merchants. Additional items, such as religious symbols, protective objects, and healing substances were available much as in modern souvenir shops. The means for advertising such objects for sale were, at that time, limited. Today advertising and marketing campaigns appear everywhere. Many people protest against what they perceive as excessive commercialization of their favourite secular or religious festivals. However, marketing practices attract larger crowds and help to preserve and popularize traditions that might otherwise be lost. Commercialization has made the sale of traditional crafts financially viable, preserving them for future generations. Thus, craftspeople can continue practicing their traditional arts and crafts. Not only have the traditional artisans benefited, but religious institutions have witnessed an increase in income, which is needed to maintain the facilities visited by the growing numbers of visitors. New forms of commercialization of rituals with the developing practices of creating new festivals and making them local tourist brands can be seen in many geographical areas.

This conference aims to investigate and evaluate the impact of marketing practices on traditions and rituals, and to consider the changes commercialization has brought about – both positive and negative – in the past, as well as in the present. Applicants are encouraged to focus on the following topics:

Paper submission

Please submit the title of your paper, an abstract of 350 to 450 words, together with your name, academic affiliation, and e-mail to

As this conference has been postponed from 2020 due to the Covid-19, for those who have registered participation for the 2020 conference we kindly ask to do it again with the same, improved or new presentation. The previous registration will not be valid.

The papers must be written and presented in English.

The conference papers will be published in a volume, as part of The Ritual Year WG’s yearbook series; abstracts will be published in a separate electronic volume before the conference.

Deadline for proposals – 21th February 2022.


(1) Conference fee (in person): 90 EUR

(2) Conference fee (online): 30 EUR

(3) Excursion: 15 Euros

Deadline for payment of conference fee: 30 April 2022


Bank account: LV28PARX0027222050001
Bank name: Citadele banka AS
Name of recipient: LU Literatūras, folkloras un mākslas institūts, LU aģentūra (copy this exactly as written here)

In the payment information, indicate your name, surname and the aim of the payment (Conference, RY2020, Riga)


Commerce and Traditions. Abstracts 2022 (pdf)


Contact person: Aigars Lielbārdis



The conference will take place in Riga as a hybrid event for both in-person and online participation. The online participation will be ensured via the Zoom online platform.

Please register if you wish to join Zoom. Joining links will be sent on 1 June. Registration:

National Library of Latvia

Mūkusalas street 3, Rīga


All restriction related to the Covid–19 is cancelled at this moment but as the situation is varying, please follow to updated information about traveling to Latvia on the website:

and on the Ministry of Foreign Affairs Republic of Latvia homepage.

The conference venue will be located in the building of the National Library of Latvia (Mūkusalas street 3, Riga). Since 2014 it is also the home of Archives of Latvian Folklore and grants well-equipped premises that provide all necessities for a scholarly meeting.

IT services and support Wireless internet access (Wi-Fi) is available throughout the conference venue. Staff at the venue will be available to provide technical and IT support.

It is highly recommended to take identification documents with you!

The entrance in the conference centre of the National Library of Latvia on June 2–3 and the reception (floor 11) on June 1 will be possible with identification document only. A Covid-19 vaccination certificate, RNA test taken within 72 hours before entry into the country, or an antigen test was taken within the past 48 hours before entry will be required. Please note that all bags (also small bags) must be left at the lockers at the cloakroom if you enter the library premises outside the conference centre! All valuable items could be transferred to the special transparent bags. Safety deposit for the key – 1 EUR coin (notes could be changed in the special box on the wall). Coin will be returned when the key is placed back to the locker.

How to access

The venue of the meeting is easily accessible from the centre by public transport, taxi or walking. Trams (No. 1, 2, 5) and buses (No. 22 and No. 3) run close to all the hotels, cross the bridge and stop close to the conference venue at the stop 'Nacionālā bibliotēka'.

Travel and getting around

By air: Riga International Airport is served by many international airlines and by the local company AirBaltic.

The public transport that goes to Riga International Airport and back is Bus No.22 . A regular ticket for one trip can be bought from the bus driver (price 2.00 EUR), but if you buy it beforehand at the small store (e.g. Narvesen) or self-service ticket vending machine, a one-way ticket will only cost you 1.15 EUR. Other tickets that can be used for public transport (excluding orange express buses): 1-hour ticket 2.30 EUR, 24-hour ticket 5.00 EUR and 3-day ticket 10.00 EUR.

Riga City Centre and other destinations from the Airport can also be reached by using taxi (average fare price 15-20 EUR).

By sea: The Stockholm – Riga line is served by Tallink.

By land: There is a bus service between Riga and many European countries. This route is served by Lux Express, Eurolines, Ecolines, and others.

There is an international passenger train service between Riga and Minsk, Kyiv, Moscow, St. Petersburg. This route is served by LDZ CARGO Ltd.

Public transport in Riga:
Information about public transport
Ticket prices


Commonly hotel reservations are made via or The hotels listed below are among the most known hotels in Rīga.

Radisson Blu Daugava Hotel
Address: Kuģu iela 24, Riga. Distance to the conference venue: 0.5km

Bellevue Park Hotel Riga
Address: Slokas iela 1, Riga. Distance to the conference venue: 1km

Wellton Riverside SPA Hotel
Address: 11. novembra krastmala 33, Riga. Distance to the conference venue: 1km

Wellton Centrum Hotel & SPA
Address: Kalēju iela 33, Riga. Distance to the conference venue: 1.4km

Wellton Riga Hotel & SPA
Address: Vaļņu iela iela 49, Riga. Distance to the conference venue: 1.5km

Rixwell Hotel Konventa Seta
Address: Kalēju iela 9/11, Riga. Distance to the conference venue: 1.5km

Rixwell Old Riga Palace Hotel
Address: Minsterejas iela 8/10, Riga. Distance to the conference venue: 1.1km

Park Inn by Radisson Riga Valdemara
Address: Krogus iela 1, Riga. Distance to the conference venue: 1.4km


National Library of Latvia

The Ethnographic Open-Air Museum of Latvia


Last time modified: 30.05.2022 20:33:04