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Critical analysis
1.The Concept of Heritage
2. Structure of a Proposal
3. Implications of Heritage
4. Legislation and Copyright
5. Critical Analysis
6. Context Analysis
7. Services and Interpretations
8. Stakeholders
9.Target Groups
10.Authenticity
Map a territory (identify heritage)
Context analysis proposal budget
Analyse Message(s) promoted
Identify legislation and rights
SWOT
References and Wikipedia
Identify Services
Identify Stakeholders
Analyze Target groups involved
Identify Existing Gaps
Lessons Assignment Competence
As-is analysis
Critical analysis
As-is analysis
Critical analysis
Estimated time 20 hours
Concepts and proposal
Assignment
Iolanda Pensa, Heritage Management, Università di Bergamo, 2018.
iolanda.pensa@supsi.ch - http://iopensa.it
Please send me your personal research
3 weeks before the oral exam
Upload it on the google folder
https://drive.google.com/drive/folders/1a1hOhzBsqFWJY6pIOzxOYk2b5nVxLP9u?usp=sharing
Provide your file in PDF
Title the file: Lastname_Name_Personal research_2017
update the excel file “Name account and link to maps” with your data
Critical analysis
1.The Concept of Heritage
2. Structure of a Proposal
3. Implications of Heritage
4. Legislation and Copyright
5. Critical Analysis
6. Context Analysis
7. Services and Interpretations
8. Stakeholders
9.Target Groups
10.Authenticity
Map a territory (identify heritage)
Context analysis proposal budget
Analyse Message(s) promoted
Identify legislation and rights
SWOT
References and Wikipedia
Identify Services
Identify Stakeholders
Analyze Target groups involved
Identify Existing Gaps
Lessons Assignment Competence
As-is analysis
Critical analysis
As-is analysis
Critical analysis
Estimated time 20 hours
Concepts and proposal
Iolanda Pensa, Heritage Management, Università di Bergamo, 2018.
iolanda.pensa@supsi.ch - http://iopensa.it
Assignment
Assignment
Map a territory (identify heritage)
Identify Stakeholders
Identify Services
Analyze Target groups involved
Analyse Message(s) promoted
Identify Existing Gaps
Context analysis proposal budget
Produce a SWOT
Describe your concept
A personal research focusing on a specific territory. The research includes cultural mapping and as-is
analysis, critical analysis and personal proposal.Around 7500 words presented with slides.
Concepts and As-is analysis
Critical analysis
Proposal
AssignmentCompetence Expected Outcomes (format)
Area
Heritage
Services
Wikipedia
Target Groups
Message(s)
Gaps
Concept
SWOT
Heritage
New Services
Budget (excel)
References and Wikipedia
Identify legislation and rights
Add the license on your work, use images correctly and attribute
References
Legislation
Stakeholders
Assignment
Evaluation
Sufficient
At least 20 heritage
sites mapped and
described, plus the list.
At least 20 services
mapped and described.
All content produced
according to the
request. Up to 5
mistakes.
Good
No mistakes.
Excellent
No mistakes and depth
of the as-is analysis,
critical analysis and
proposal.
Map a territory (identify heritage)
Identify Stakeholders
Identify Services
Analyze Target groups involved
Analyse Message(s) promoted
Identify Existing Gaps
Context analysis proposal budget
Produce a SWOT
Describe your concept
Assignment Expected Outcomes (format)
Area
Heritage
Services
Wikipedia
Target Groups
Message(s)
Gaps
Concept
SWOT
Heritage
New Services
Budget (excel)
References and Wikipedia
Identify legislation and rights
References
Legislation
Stakeholders
A personal research focusing on a specific territory. The research includes cultural mapping and as-is
analysis, critical analysis and personal proposal.Around 7500 words presented with slides.
As-is analysis
Context analysis
Feasibility study
The structureYour personal research
How is the situation?
1. 2. 3.
What is missing?
What is wrong?
What can/should change?
Critical analysis Your proposal
Your proposal.
Wikipedia
Target Groups
Message(s)
Gaps
Concept
Heritage
New Services
Budget (excel)
SWOT
Area
Heritage
Services
Wikipedia
References
Legislation
Stakeholders
How is the situation?
Assignment: Identify the territory you want to focus on
A place you care about
A place you want to visit
A place you already know well
A place where you want to work
A village, a city, a region, an existing administrative unit, a transnational area…
Map a territory
Assignment: Register on OpenStreetMap
https://www.openstreetmap.org
Map a territory
http://umap.openstreetmap.fr/en/
Assignment: Register on umap and create a mapMap a territory
Types of heritage attractions
Source:Adapted from Timothy & Boyd, Heritage Tourism, 2003, p. 22 (adapted from Prentice 1994)
Natural history attractions
Scientific attractions
Manufacturing centres
Primary production attraction
Craft centres and workshops
Transportation attractions
Sociocultural attractions
Galleries
Performing arts attractions
Festivals and pageants
Religious attractions (including sacred places, pilgrimage, temples, churches, mosques, rivers,
grottoes, forests, mountains, cemeteries, points along spiritual routes)
Attractions associated with historic people
Military attractions (including battlefields, war graves, memorials, cemeteries)
Genocide monuments
Pleasure gardens
Theme parks
Villages and hamlets
Countryside and treasured landscapes
Towns and townscapes
Villages and hamlets
Seaside resorts and seascapes
Regions
Assignment: Map HeritageIdentify Heritage/Stakeholders
Titolo
Personal
National World
Local
Shared
heritage
Source:Adapted from Timothy & Boyd, Heritage Tourism, 2003, p. 14 (from Timothy 1997)
Different scales in linear tourist attractions (heritage trails such as slave routes)
Recognitions
Assignment: Map HeritageIdentify Heritage/Stakeholders
Cultural Heritage Landscapes Intangible Heritage
Museums Villages Traditions
Churches Mountains Festivals
Buildings Natural areas Lifestyles
Mountain shelters Seaside resorts Culinary heritage
Tombs Craft
Galleries Events
Transportation attractions Religious events
Industrial buildings
Galleries
Assignment: Map HeritageIdentify Heritage/Stakeholders
Examples of heritage
Example of your map on umap http://umap.openstreetmap.fr/
Assignment: Map HeritageIdentify Heritage/Stakeholders
Stakeholders Interests/Focus Resources
Possible benefits
from my proposal
Municipality
Supporting the image and
identity of the territory and its
community.

Facilitating tourism.

Fostering a positive
reputation of the
municipality.

Coordinating the work of
associations and volunteers.
Ownership of the
monuments…

Website of the city council.

Links with local associations
and the community.

Buildings (library, museum…)

TBD
Province
Ownership of the
monuments…
TBD
Region
Ownership of the
monuments…
TBD
FAI
Ownership of the
monuments…

Management of the
monuments…
TBD
Association XY
Ownership of the
monuments…

Management of the
monuments…
TBD
European Union Grant XY TBD
UNESCO
Monuments recognized as
word heritage…
TBD
Assignment: StakeholdersIdentify Heritage/Stakeholders
Example: Iran
Sources about Heritage
National Heritage Protection Act, 1930
List of all laws http://whc.unesco.org/en/statesparties/ir/laws/
Resources/Support
Prince Claus Fund http://www.princeclausfund.org/en/programmes/grants-collaborations
Iran Heritage Foundation http://www.iranheritage.org/
Roshan Cultural Heritage Institute http://www.roshan-institute.org/474551
Mandate/scope
National heritage: protect and inventory
Keywords: Protect, Knowledge, Identity,Admonition
Heritage
National heritage: all artifacts, buildings and places having been established before the end of Zandieh Dynasty era
in Iran, either movable or immovable (1930)
Heritage: relics which indicate man's historical progress and serve as a basis for a better knowledge of human
identity and their path of cultural progress, thus providing for Man’s admonition (1986)6)
Legislation Intellectual property (IP)
Iran on WIPO http://www.wipo.int/wipolex/en/profile.jsp?code=IR
Assignment: LegislationIdentify Licenses/Sources
Freedom of panorama, https://commons.wikimedia.org/wiki/Commons:Freedom_of_panorama, cc by-sa.
Assignment: LegislationIdentify Licenses/Sources
Freedom of Panorama https://en.wikipedia.org/wiki/Freedom_of_panorama
Assignment: LegislationIdentify Licenses/Sources
Freedom of panorama, https://commons.wikimedia.org/wiki/Commons:Freedom_of_panorama, cc by-sa.
Assignment:Wikipedia
Location/
Heritage
Link
Quality of the
article
Wikipedia in
English
Other linguistic
editions
Images Notes
Esino Lario
Museo delle Grigne
Scuola degli arazzi
di Esino Lario
…
Identify Licenses/Sources
Example of how to review Wikipedia
600
300
38
100
100
38
i200
100
100
100
100
150
50
MeetupsPanels Support
Assignment: ServicesIdentify Services
Example of your map of services
Accommodation Itineraries Guilded tours
Food/catering Activities Websites
Shops Training Books
Transport Outdoor activities Guides
Children care Indoor activiites Labels
Schools Sports Dépliants
Information centre Picnics Languages
City council Relax Institutions supporting
Safety/security Adventure Associations supporting
Hospitals/medical Nature
Police station 1/2 day
Internet 1 day
Electricity Cinema
Toilets Festivals/events
Post office Organized tours
Accessibility
Assignment: ServicesIdentify Services
Examples of services
I am the centre
Where I can walk in less than 30 minutes
Where I can walk in less than 2 hours
Where I can drive in less than 30 minutes
Where I can drive in less than 1 hour
Attractions
Services
Attractions
Services
Attractions
Services
Where I can go by bus in less than 1 hour
Attractions
Services
Critical analysis
What is missing?
What is wrong?
What can/should change?
Critical analyisis
Identify at least 10 target groups
Assignment:TargetCritical analyisis
Assignment:Target
Demographic characteristics Geographic characteristics Psychographic characteristics Motivation What the territory offers
Consider also residents and quality of life
How the territory responds
Consider
Current or use demand
Latent or non use demand
Think also about yourself
Critical analyisis
Douala. Photo Emiliano Gandolfi, 2007, cc by-sa.
Analyze the message and identify the gapsCritical analysis
What is the common image of this place?
How people think it is?
What is the image sold to the tourists?
It is based on what kind of heritage?
What is its present situation?
Are there other “richnesses”?
Is there heritage which can document differently this
place?
Am I satisfied with the current image?
What image of this place I want to highlight?
Is there something I want to change?
Is there something missing?
Current situation Potentialities
Critical analysis
1. Relationships with the community (engagement, planning, sharing…)
2. Flows
3. Accessibility
4. Representation(s)
5. Visibility
6. Communication
Analyze the challenges and identify the gapsCritical analysis
Context with the identification of the gap/problem/opportunity
Here you allow people to understand why your proposal is relevant
ConceptYour proposal
Your proposal: Objective
Here you explain what you intend to do and who are you addressing (target)
Your proposal:Activities
Here you provide information on what you are going to do to reach your objective
Summarize the most important information.
Introduction: say it all!
1-3 sentences
3-5 sentences
3-5 sentences
1-3 sentences
How to make an estimate budgetYour proposal
Production
60% Communication
15%
General costs
5%
Management
20%
Use percentages to understand and check your budget.
20% Projects for the EU
Called also overhead
5% Projects for the EU
Communication materials,
publications, booklets, translations,
websites, PR, press office
Office costs, phone, bills…
Make sure as much as possible of your
budget is spent for the project itself.
How to make an estimate budget
Area
Cost per
unit
estimate in
Italy
Number
of units
Cost
Renovation of a building m2 1000-3000
Publication costs per book € 10
Printing costs per leaflets per leafleat € 0.30
Staff
Junior staff per hour € 10
Junior staff per day € 100
Technical staff Guided tours, laboratories per day € 50
Senior staff Experts, conferences per hour € 100
Senior staff per day € 400
Event
Renting spaces per room € 100
Catering coffee break per person € 5
Catering for lunch per person € 20
Economic lunch in a restaurant per person € 10
Transport - renting a bus per bus € 500
Your proposal
First pageYour proposal
Payoff
A short title which summarized the main concept of your proposal
Your name
[if possible provide an email and website]
date
Heritage Management 2017 Dr. Iolanda Pensa
Territory
With a map (at a national or continental scale) of the territory
License
The context analysis is released under CC by-sa all.
The proposal is released under CC by-sa-nc all.
License and creditsYour proposal
License
The context analysis is released under CC by-sa all.
The proposal is released under CC by-sa-nc all.
This means that the images and content you use need to be
compatible with your license.
Search for images with a open license
CC by-sa
CC by
CC 0 Public domain
Google advanced search
All Wikimedia Commons repository is under CC by-sa or CC by or CC 0 Public domain.
Credit images (attribution)
Photo by name and last name of the author [embedded link], year, license.
For artwork or buildings:
Artist, title, year. Photo by name and last name of the author [embedded link],
year, license.

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Heritage Management 2018 - 00 assignment 2018

  • 1. Critical analysis 1.The Concept of Heritage 2. Structure of a Proposal 3. Implications of Heritage 4. Legislation and Copyright 5. Critical Analysis 6. Context Analysis 7. Services and Interpretations 8. Stakeholders 9.Target Groups 10.Authenticity Map a territory (identify heritage) Context analysis proposal budget Analyse Message(s) promoted Identify legislation and rights SWOT References and Wikipedia Identify Services Identify Stakeholders Analyze Target groups involved Identify Existing Gaps Lessons Assignment Competence As-is analysis Critical analysis As-is analysis Critical analysis Estimated time 20 hours Concepts and proposal Assignment Iolanda Pensa, Heritage Management, Università di Bergamo, 2018. iolanda.pensa@supsi.ch - http://iopensa.it
  • 2. Please send me your personal research 3 weeks before the oral exam Upload it on the google folder https://drive.google.com/drive/folders/1a1hOhzBsqFWJY6pIOzxOYk2b5nVxLP9u?usp=sharing Provide your file in PDF Title the file: Lastname_Name_Personal research_2017 update the excel file “Name account and link to maps” with your data
  • 3. Critical analysis 1.The Concept of Heritage 2. Structure of a Proposal 3. Implications of Heritage 4. Legislation and Copyright 5. Critical Analysis 6. Context Analysis 7. Services and Interpretations 8. Stakeholders 9.Target Groups 10.Authenticity Map a territory (identify heritage) Context analysis proposal budget Analyse Message(s) promoted Identify legislation and rights SWOT References and Wikipedia Identify Services Identify Stakeholders Analyze Target groups involved Identify Existing Gaps Lessons Assignment Competence As-is analysis Critical analysis As-is analysis Critical analysis Estimated time 20 hours Concepts and proposal Iolanda Pensa, Heritage Management, Università di Bergamo, 2018. iolanda.pensa@supsi.ch - http://iopensa.it Assignment
  • 4. Assignment Map a territory (identify heritage) Identify Stakeholders Identify Services Analyze Target groups involved Analyse Message(s) promoted Identify Existing Gaps Context analysis proposal budget Produce a SWOT Describe your concept A personal research focusing on a specific territory. The research includes cultural mapping and as-is analysis, critical analysis and personal proposal.Around 7500 words presented with slides. Concepts and As-is analysis Critical analysis Proposal AssignmentCompetence Expected Outcomes (format) Area Heritage Services Wikipedia Target Groups Message(s) Gaps Concept SWOT Heritage New Services Budget (excel) References and Wikipedia Identify legislation and rights Add the license on your work, use images correctly and attribute References Legislation Stakeholders
  • 5. Assignment Evaluation Sufficient At least 20 heritage sites mapped and described, plus the list. At least 20 services mapped and described. All content produced according to the request. Up to 5 mistakes. Good No mistakes. Excellent No mistakes and depth of the as-is analysis, critical analysis and proposal. Map a territory (identify heritage) Identify Stakeholders Identify Services Analyze Target groups involved Analyse Message(s) promoted Identify Existing Gaps Context analysis proposal budget Produce a SWOT Describe your concept Assignment Expected Outcomes (format) Area Heritage Services Wikipedia Target Groups Message(s) Gaps Concept SWOT Heritage New Services Budget (excel) References and Wikipedia Identify legislation and rights References Legislation Stakeholders A personal research focusing on a specific territory. The research includes cultural mapping and as-is analysis, critical analysis and personal proposal.Around 7500 words presented with slides.
  • 6. As-is analysis Context analysis Feasibility study The structureYour personal research How is the situation? 1. 2. 3. What is missing? What is wrong? What can/should change? Critical analysis Your proposal Your proposal. Wikipedia Target Groups Message(s) Gaps Concept Heritage New Services Budget (excel) SWOT Area Heritage Services Wikipedia References Legislation Stakeholders
  • 7. How is the situation?
  • 8. Assignment: Identify the territory you want to focus on A place you care about A place you want to visit A place you already know well A place where you want to work A village, a city, a region, an existing administrative unit, a transnational area… Map a territory
  • 9. Assignment: Register on OpenStreetMap https://www.openstreetmap.org Map a territory
  • 10. http://umap.openstreetmap.fr/en/ Assignment: Register on umap and create a mapMap a territory
  • 11. Types of heritage attractions Source:Adapted from Timothy & Boyd, Heritage Tourism, 2003, p. 22 (adapted from Prentice 1994) Natural history attractions Scientific attractions Manufacturing centres Primary production attraction Craft centres and workshops Transportation attractions Sociocultural attractions Galleries Performing arts attractions Festivals and pageants Religious attractions (including sacred places, pilgrimage, temples, churches, mosques, rivers, grottoes, forests, mountains, cemeteries, points along spiritual routes) Attractions associated with historic people Military attractions (including battlefields, war graves, memorials, cemeteries) Genocide monuments Pleasure gardens Theme parks Villages and hamlets Countryside and treasured landscapes Towns and townscapes Villages and hamlets Seaside resorts and seascapes Regions Assignment: Map HeritageIdentify Heritage/Stakeholders
  • 12. Titolo Personal National World Local Shared heritage Source:Adapted from Timothy & Boyd, Heritage Tourism, 2003, p. 14 (from Timothy 1997) Different scales in linear tourist attractions (heritage trails such as slave routes) Recognitions Assignment: Map HeritageIdentify Heritage/Stakeholders
  • 13. Cultural Heritage Landscapes Intangible Heritage Museums Villages Traditions Churches Mountains Festivals Buildings Natural areas Lifestyles Mountain shelters Seaside resorts Culinary heritage Tombs Craft Galleries Events Transportation attractions Religious events Industrial buildings Galleries Assignment: Map HeritageIdentify Heritage/Stakeholders Examples of heritage
  • 14. Example of your map on umap http://umap.openstreetmap.fr/ Assignment: Map HeritageIdentify Heritage/Stakeholders
  • 15. Stakeholders Interests/Focus Resources Possible benefits from my proposal Municipality Supporting the image and identity of the territory and its community. Facilitating tourism. Fostering a positive reputation of the municipality. Coordinating the work of associations and volunteers. Ownership of the monuments… Website of the city council. Links with local associations and the community. Buildings (library, museum…) TBD Province Ownership of the monuments… TBD Region Ownership of the monuments… TBD FAI Ownership of the monuments… Management of the monuments… TBD Association XY Ownership of the monuments… Management of the monuments… TBD European Union Grant XY TBD UNESCO Monuments recognized as word heritage… TBD Assignment: StakeholdersIdentify Heritage/Stakeholders
  • 16. Example: Iran Sources about Heritage National Heritage Protection Act, 1930 List of all laws http://whc.unesco.org/en/statesparties/ir/laws/ Resources/Support Prince Claus Fund http://www.princeclausfund.org/en/programmes/grants-collaborations Iran Heritage Foundation http://www.iranheritage.org/ Roshan Cultural Heritage Institute http://www.roshan-institute.org/474551 Mandate/scope National heritage: protect and inventory Keywords: Protect, Knowledge, Identity,Admonition Heritage National heritage: all artifacts, buildings and places having been established before the end of Zandieh Dynasty era in Iran, either movable or immovable (1930) Heritage: relics which indicate man's historical progress and serve as a basis for a better knowledge of human identity and their path of cultural progress, thus providing for Man’s admonition (1986)6) Legislation Intellectual property (IP) Iran on WIPO http://www.wipo.int/wipolex/en/profile.jsp?code=IR Assignment: LegislationIdentify Licenses/Sources
  • 17. Freedom of panorama, https://commons.wikimedia.org/wiki/Commons:Freedom_of_panorama, cc by-sa. Assignment: LegislationIdentify Licenses/Sources
  • 18. Freedom of Panorama https://en.wikipedia.org/wiki/Freedom_of_panorama Assignment: LegislationIdentify Licenses/Sources Freedom of panorama, https://commons.wikimedia.org/wiki/Commons:Freedom_of_panorama, cc by-sa.
  • 19. Assignment:Wikipedia Location/ Heritage Link Quality of the article Wikipedia in English Other linguistic editions Images Notes Esino Lario Museo delle Grigne Scuola degli arazzi di Esino Lario … Identify Licenses/Sources Example of how to review Wikipedia
  • 21. Accommodation Itineraries Guilded tours Food/catering Activities Websites Shops Training Books Transport Outdoor activities Guides Children care Indoor activiites Labels Schools Sports Dépliants Information centre Picnics Languages City council Relax Institutions supporting Safety/security Adventure Associations supporting Hospitals/medical Nature Police station 1/2 day Internet 1 day Electricity Cinema Toilets Festivals/events Post office Organized tours Accessibility Assignment: ServicesIdentify Services Examples of services
  • 22. I am the centre Where I can walk in less than 30 minutes Where I can walk in less than 2 hours Where I can drive in less than 30 minutes Where I can drive in less than 1 hour Attractions Services Attractions Services Attractions Services Where I can go by bus in less than 1 hour Attractions Services Critical analysis
  • 23. What is missing? What is wrong? What can/should change? Critical analyisis
  • 24. Identify at least 10 target groups Assignment:TargetCritical analyisis
  • 25. Assignment:Target Demographic characteristics Geographic characteristics Psychographic characteristics Motivation What the territory offers Consider also residents and quality of life How the territory responds Consider Current or use demand Latent or non use demand Think also about yourself Critical analyisis
  • 26. Douala. Photo Emiliano Gandolfi, 2007, cc by-sa. Analyze the message and identify the gapsCritical analysis What is the common image of this place? How people think it is? What is the image sold to the tourists? It is based on what kind of heritage? What is its present situation? Are there other “richnesses”? Is there heritage which can document differently this place? Am I satisfied with the current image? What image of this place I want to highlight? Is there something I want to change? Is there something missing? Current situation Potentialities Critical analysis
  • 27. 1. Relationships with the community (engagement, planning, sharing…) 2. Flows 3. Accessibility 4. Representation(s) 5. Visibility 6. Communication Analyze the challenges and identify the gapsCritical analysis
  • 28. Context with the identification of the gap/problem/opportunity Here you allow people to understand why your proposal is relevant ConceptYour proposal Your proposal: Objective Here you explain what you intend to do and who are you addressing (target) Your proposal:Activities Here you provide information on what you are going to do to reach your objective Summarize the most important information. Introduction: say it all! 1-3 sentences 3-5 sentences 3-5 sentences 1-3 sentences
  • 29. How to make an estimate budgetYour proposal Production 60% Communication 15% General costs 5% Management 20% Use percentages to understand and check your budget. 20% Projects for the EU Called also overhead 5% Projects for the EU Communication materials, publications, booklets, translations, websites, PR, press office Office costs, phone, bills… Make sure as much as possible of your budget is spent for the project itself.
  • 30. How to make an estimate budget Area Cost per unit estimate in Italy Number of units Cost Renovation of a building m2 1000-3000 Publication costs per book € 10 Printing costs per leaflets per leafleat € 0.30 Staff Junior staff per hour € 10 Junior staff per day € 100 Technical staff Guided tours, laboratories per day € 50 Senior staff Experts, conferences per hour € 100 Senior staff per day € 400 Event Renting spaces per room € 100 Catering coffee break per person € 5 Catering for lunch per person € 20 Economic lunch in a restaurant per person € 10 Transport - renting a bus per bus € 500 Your proposal
  • 31. First pageYour proposal Payoff A short title which summarized the main concept of your proposal Your name [if possible provide an email and website] date Heritage Management 2017 Dr. Iolanda Pensa Territory With a map (at a national or continental scale) of the territory License The context analysis is released under CC by-sa all. The proposal is released under CC by-sa-nc all.
  • 32. License and creditsYour proposal License The context analysis is released under CC by-sa all. The proposal is released under CC by-sa-nc all. This means that the images and content you use need to be compatible with your license. Search for images with a open license CC by-sa CC by CC 0 Public domain Google advanced search All Wikimedia Commons repository is under CC by-sa or CC by or CC 0 Public domain. Credit images (attribution) Photo by name and last name of the author [embedded link], year, license. For artwork or buildings: Artist, title, year. Photo by name and last name of the author [embedded link], year, license.