This thesis examines UNESCO's World Heritage project in Djenne, a World Heritage site in Mali. It argues that only through a thorough understanding of UNESCO's history and political structure can the ideological basis for its work be revealed. UNESCO's recent focus on intangible heritage provides a model for examining the difficulties it encounters in Djenne. Accordingly, UNESCO's move from a concentration on 'outstanding universal value' and an archival approach to cultural heritage towards a more dynamic emphasis on cultural transmission finds a resonance in Djenne. A study of the work of artisans, guides and the Festival du Djennery held in the town all reveal cultural heritage to be a negotiated practice, in need of constant adaptation to remain relevant to a population struggling to live in conditions of extreme poverty.