This article proposes a new approach to the study of political identities, one that goes beyond essentialist readings or those conditioned by the contentious paradigm of identity politics. From this new perspective, based on the principle of identity innovation, it is no longer relevant to ask, ontologically, what something or someone is, but instead to enquire, pragmatically, about how identity works, that is, what is done in order to be something or someone. The study focuses on a politically controversial case, identity in the Basque Country (Spain), which is addressed through an analysis of some of the socio-technical systems (following Bruno Latour) that are involved in its production: from audiovisual production to gastronomy, by way of museology and sport. Identity is thus configured not so much as a politico-historical plot, but instead as a network of activities, many of them highly innovative, that can be called the industry of identity.
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