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The Evolution of Culture: From Territorial Marketing to Societal Integration, Lab Reports of Economics

The historical evolution of culture, from its territorial marketing roots to its current societal integration. The author discusses the eurocentric view of culture, its role in defining ethical and political hierarchies, and its eventual absorption by the industrial wave. The text also touches upon the cultural chaos of the early 20th century and the subsequent divide between culture and society. However, it concludes with the hope that culture is reclaiming its place in everyday life by engaging in dialogue with society.

Typology: Lab Reports

2020/2021

Uploaded on 06/10/2021

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gently adapted from the original
published on Tafter Journal
July 4th, 2014
CURIOSITY AND CONTEMPLATION: A GEOGRAPHY OF CULTURE
Michele Trimarchi
Culture is certainly rooted in specific sites. Such a simple feature has been used, often ove-
rused or even abused in the attempt at drawing borderlines or highlighting local pride, em-
phasizing a sense of belonging based upon the refusal of strangers and – symmetrically –
the exploitation of foreigners. Despite its evident failure territorial marketing, more a label
than a tool, is still adopted as a sort of Troy horse aimed at attracting blockbuster visitors
rather than curious and non-prejudicial travellers.
A geography of culture can be drafted. Its ancestor is the inevitably eurocentric view that
convinced Napoleon to bring an army of archaeologists in Egypt: the aim was the enormous
collection of ancient manufacts to be hosted in the new cultural hub, Paris. In such a way
the newly born institution of nation state could show a powerful endorsement; while kings
were there by grace of God and will of he nation, the bourgeois democracies devoted at
keeping the manufacturing economy alive could only rely upon the past, even a stolen past.
The golden age needed the sacred authority of grandfathers.
After one century, just before the fall of the hundred-years peace in 1914, the ability of cul-
ture to define our ethical and political hyerarchy of values was drained by the exhaustion of
our creative language: creative artists started to steal signs from other vocabularies, from
the pentatonic javanese music to african sculptures, intuitions from the photographic tech-
nology, tribal metaphors. It was the chaos, the creative chaos. It destroyed the commonpla-
ces conventionally associated with culture: it represents beauty, it reproduces nature, it is
the product of original, unique crafting. Still in the Thirties the judge of the Brancusi vs.
United States trial fell into this romantic trap.
But then, after a dark period in which books were burnt, jews killed, ancestors resurrected
and life horribly theatralised, culture was absorbed by the industrial wave, and started to
uncomfortably navigate between elitist clubs and popular hordes, reactionary (often apoca-
lyptic) conservatives and leftish intellectuals. It was almost a religious war. The cultural sy-
stem still carries the wounds of such a dimensional obsession: ideas are evaluated through
their revenues, projects are compared through the width of their audience, objects, events
and even professionals are identified through their label. Conventions prevail upon substan-
ce, and the diffused stress of performance ends up to look for cheap solutions: impressioni-
sts’ exhibitions, three tenors’ concerts, and the like. Site-specificity disappears, and culture
adopts a superficially global orientation.
This self-referential framework managed to widen the gap between culture and society.
Still now much more than half of the world adult population has never been involved in any
cultural experience. The long conviction that culture is special and that only initiated indi-
viduals can enjoy it led to the geographic isolation of cultural buildings and areas from the
urban grid: ivory towers, rather than places for sharing emotions, intuitions and experien-
ces. At the end of the Twentieth Century a relevant part of creative language was no more
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gently adapted from the original published on Tafter Journal July 4th, 2014 CURIOSITY AND CONTEMPLATION: A GEOGRAPHY OF CULTURE Michele Trimarchi Culture is certainly rooted in specific sites. Such a simple feature has been used, often ove- rused or even abused in the attempt at drawing borderlines or highlighting local pride, em- phasizing a sense of belonging based upon the refusal of strangers and – symmetrically – the exploitation of foreigners. Despite its evident failure territorial marketing, more a label than a tool, is still adopted as a sort of Troy horse aimed at attracting blockbuster visitors rather than curious and non-prejudicial travellers. A geography of culture can be drafted. Its ancestor is the inevitably eurocentric view that convinced Napoleon to bring an army of archaeologists in Egypt: the aim was the enormous collection of ancient manufacts to be hosted in the new cultural hub, Paris. In such a way the newly born institution of nation state could show a powerful endorsement; while kings were there by grace of God and will of he nation, the bourgeois democracies devoted at keeping the manufacturing economy alive could only rely upon the past, even a stolen past. The golden age needed the sacred authority of grandfathers. After one century, just before the fall of the hundred-years peace in 1914, the ability of cul- ture to define our ethical and political hyerarchy of values was drained by the exhaustion of our creative language: creative artists started to steal signs from other vocabularies, from the pentatonic javanese music to african sculptures, intuitions from the photographic tech- nology, tribal metaphors. It was the chaos, the creative chaos. It destroyed the commonpla- ces conventionally associated with culture: it represents beauty, it reproduces nature, it is the product of original, unique crafting. Still in the Thirties the judge of the Brancusi vs. United States trial fell into this romantic trap. But then, after a dark period in which books were burnt, jews killed, ancestors resurrected and life horribly theatralised, culture was absorbed by the industrial wave, and started to uncomfortably navigate between elitist clubs and popular hordes, reactionary (often apoca- lyptic) conservatives and leftish intellectuals. It was almost a religious war. The cultural sy- stem still carries the wounds of such a dimensional obsession: ideas are evaluated through their revenues, projects are compared through the width of their audience, objects, events and even professionals are identified through their label. Conventions prevail upon substan- ce, and the diffused stress of performance ends up to look for cheap solutions: impressioni- sts’ exhibitions, three tenors’ concerts, and the like. Site-specificity disappears, and culture adopts a superficially global orientation. This self-referential framework managed to widen the gap between culture and society. Still now much more than half of the world adult population has never been involved in any cultural experience. The long conviction that culture is special and that only initiated indi- viduals can enjoy it led to the geographic isolation of cultural buildings and areas from the urban grid: ivory towers, rather than places for sharing emotions, intuitions and experien- ces. At the end of the Twentieth Century a relevant part of creative language was no more

gently adapted from the original published on Tafter Journal July 4th, 2014 connected with views and expectations of society; in the same way a wide proportion of cultural supply was still organised like in the past, totally ignoring the deeper and more ver- satile perceptive ability on the part of contemporary individuals. Culture was progressively abandoning society, locating itself in a noble nowhere to give a precise signal of its own special status and ritual conventions. In the meantime, while the cultural milieu continued to complain about feeling neglected, underfunded, endangered and abandoned, society started to reflect about its perspective in a complex period: while the manufacturing granted certainties were fading away a new un- predictable paradigm was being crafted from facts rather than from decisions. Such a crisis (a big change, according to the ethimology of the word) required long time horizons, multi- dimensional thematic views, wide connections, and deep territorial identity. Society starts to reconquer the urban spaces, and culture can keep and enhance its value reshaping its geographical structure; in our close future we will find cultural options in many places, not necessarily in conventional ones. No more special and difficult to appraise, culture is be- coming the powerful response to our urgency of self-representation: we need it back in our everyday life. This may seem a merely territorial issue. Actually it is a sort of copernican revolution in the relationship between culture and society. The conventional view of culture, where experts know the truth and ermetically convey it towards the few inclined to make an effort (wi- thout sacrifice souls cannot be saved), considers whatever can be defined culture as objecti- ve and unchangeable: sculpted on bronze. But culture is such only if it can activate a rela- tionship, a dialogue, an exchange. Seeds being planted grow only when they absorbe the features of the soil and the impact of human action. Culture without a recipient can be art, craft, technique, but it cannot exert any cultural value since nobody could perceive it and digest its indefinite content. Despite an intensive resistence against changes that would put many things in discussion, our time is recording a growing wave of creative and innovative projects whose aim is to reduce and eliminate the gap between cultural discourse and society’s appraisal, apprecia- tion and participation. This includes not only non conventional areas or issues but also tra- ditional projects or activities where new ways of shaping supply or of establishing an inte- ractive dialogue with consumers are being experimented. Culture and society do not fight, they finally speak to each other. Curiosity can open the path to new experiences, without being subject to a consolidated and rigid grid of rules, formats and praxes. Contemplation will properly highlight the centrality of language and the consequent consistency between semantic power, managerial soundness, economic strategy and financial sustainability of culture.