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Heritage values are part of the discourses associated with cultural heritage management in various disciplines, such as Anthropology, Urban Planning, Geography, and Sociology. This article proposes how these values are shaped and how they have been transformed over time. We will discuss how heritage has shifted from static epistemic positions to more dynamic ones, emphasizing a reflection on the current participatory trend, in which society is the protagonist. The main values considered in this work are historical, aesthetic, natural, immaterial, social, and economic. We will place the reader in critical positions in order to invite her to reflect on the way in which academic experts should support this dynamism of heritage valorization through the democratization of our discourses. [ABSTRACT FROM AUTHOR]