The present master’s thesis offers an anthropological and ethnological perspective on contemporary representations and roles of handicrafts within the framework of the European creative industry. The author examines discourses related to creativity, entrepreneurship, heritage, and sustainable development, which influence the construction of values in the field of handicrafts. The European Union plays a key role in the institutional implementation of these concepts by financially supporting the development of innovative handicraft practices and the preservation of handicraft heritage. This research analyzes the values promoted by two European projects, namely Craftwork 4.0 All and Heritage and Contemporaneity, which encourage the adoption of entrepreneurial approaches, the creation of new products, environmental responsibility, social inclusion, heritage preservation, and the economization of handicrafts. The author concludes that these projects contribute to shaping the contemporary role of handicraft, which is simultaneously represented as a tool for strengthening the creative economy and addressing socio-economic and environmental challenges.
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