21241 February 2000 Culture Counts Financing, Resources, and the Economics of Culture in Sustainable Development s TERREIse FILE COPY Proceedings of the Conference Florence, Italy Cosponsored by the Government of Italy and the World Bank in cooperation with the United Nations Educational, Scientific, and Cultural Organization Culture Counts Financing, Resources, and the Economics of Culture in Sustainable Development James D. Wolfensohn President The World Bank Lamberto Dini Minister of Foreign Affairs Italy Gianfranco Facco Bonetti Director General, Cultural Relations Ministry of Foreign Affairs, Italy Ian Johnson Vice President, Environmentally and Socially Sustainable Development The World Bank Joan Martin-Brown Florence Conference Coordinator The World Bank Proceedings of the Conference held in Florence Italy, October 4-7,1999, cosponsored by the Government of Italy and the World Bank, in cooperation with the United Nations Educational, Scientific, and Cultural Organization Copyright 2000 The International Bank for Reconstruction And Development/THE WORLD BANK 1818 H Street, N.W. Washington, D.C. 20433, U.S.A. All rights reserved Manufactured in the United States of America First printing February 2000 The findings, intepretations, and conclusions in this document are entirely those of the author(s) and should not be attributed in any manner to the World Bank, to its affiliated organizations, or to rmembers of its Board of Executive Directors or the countries they represent. The World Bank does not guarantee the accuracy of the data included in this publication and accepts no responsibility for any consequence of their use. The boundaries, colors, denominations, and other information shown on any maps in this volume do not imply on the part of the World Bank Group any judgment on the legal status of any territory or the en- dorsement or acceptance of such boundaries. NOTE TO READERS Several conference speakers gave their presentations in their native language and chose to have these speeches reproduced in this publication in their native language. Therefore some speeches are printed in French or Italian. For more information about the plenary speakers, a brief bio of each appears in Part Four: Re- sources, along with contact information of all plenary speakers. Contents Preface viii Acknowledgments x Rationale for the Conference xii PART ONE OPENING PLENARY 1 Welcoming Remarks Alberto Brasca 1 Marialina Mancucci 3 Opening Address Lamberto Dini 5 James D. Wolfensohn 9 PART TWO PLENARY SESSIONS 15 Session I. Culture and Sustainable Development: Threats and Tensions 17 Hernan Crespo-Toral 17 B.P. Singh 20 Abdelbaki Hermassi 24 Session II. The Role of Culture in Sustainable Development 27 David S. Landes 27 Mario Rietti 31 David Throsby 38 Paul Streeten 41 Juan Ignacio Vidarte 46 iii iv Culture Counts Session III. Policies for Culture in Sustainable Development 49 Kurt Biedenkopf 49 Susan Waffa-Ogoo 51 Martine Tridde 54 Sheila Copps 57 Session IV. Multilateral Development Banks: Development Impact of Cultural Programs and Projects 61 Antonio Maria Costa 61 Peter H. Sullivan 64 Henock Kifle 68 Eduardo Rojas 71 Session V. Concurrent Roundtable Al. Bilateral Development Agencies: Development Impact of Programs and Projects on Culture Prototypes and Best Practice 76 Fulvio Massard 76 Najah El-Attar 80 Michael Bohnet 83 Carlos A. Moneta 88 Session V. Concurrent Roundtable A2. Resources for Culture in a Multicultural Society: Private Sector and Foundation Experience 95 Gianfranco Imperatori 95 Fields Wicker-Miurin 97 Mohammed Abdelilah Belghazi 100 Margarita Gutman 101 Session VI. Concurrent Roundtable B1. The Constraints on Resources for Culture in Developing Countries and Economies in Transition 108 N'Goran Niamien 108 Fahrudin Rizvanbegovic 111 Contents v Makhtar Diouf 114 Arjun Appadurai 115 Session VI. Concurrent Roundtable B2. The Cultural Impact of Development on Civil Societies and Indigenous Culture 118 Mpho M. Malie 118 Stefano Bianca 121 Jorge Uquillas 124 Session VII. Strategies to Support Culture in Sustainable Development (Presentations of Thematic Working Groups to the Plenary) 127 Cultural Conservation in East Asia 127 Valuing Heritage-Beyond Economics 128 Cultural Economics, Identity, and Poverty Reduction 129 Museums: Conservation and Management of Cultural Heritage 131 Sustainable Development in Communication and Education: Pilot Projects and Case Studies 132 Culture and Private Sector Support 133 Archives and Sustainable Development 135 Supporting Cultural Enterprises for Local Development 136 Cultural Tourism and Development 138 Sharing the Wealth: Improved Sustainability through Integrated Conservation Planning 139 Cathedrals for Environment: Financing Culture and Nature for Generation to Come 139 Growth and Culture in Urban and Regional Proximity 141 Strategies and Guidelines for Architectural Heritage: Technical and Financial Aspects 143 Italian Bilateral Cooperation 144 Financing Cultural Site Management 144 Cultural Policy and Sustainable Development, A New Partnership 145 vi Culture Counts Session VIII. A Vision for the Future 147 The Promise of the Work in Progress Bonnie Burnham 147 Commentaries on the UNESCO/Government of Italy paper, "Towards New Strategies for Culture in Sustainable Development" 150 Gianfranco Facco Bonetti 150 Hernan Crespo-Toral 152 Commentary on the World Bank paper, "Culture and Sustainable Development" Ian Johnson 153 Session IX. Creating Capacity for Cultures in Sustainable Development 155 Federico Mayor 155 Hillary Rodham Clinton 157 Ismail Serageldin 162 Giovanna Melandri 171 James D. Wolfensohn 176 PART THREE. SEMINARS, THEMATIC WORKING GROUPS, AND LECTURES 179 Seminars 181 Measuring Culture and Development: Prospects and Limits in Constructing Cultural Indicators 181 Private and Public Sector Partnership for Community Development. 183 Thematic Working Groups 186 Cathedrals for Environment-Financing Culture and Nature for Generation to Come 186 Valuing Heritage-Beyond Economics 189 Italian Bilateral Cooperation 195 Cultural Economics, Identity, and Poverty Reduction 199 Culture and National Millennium Commissions 203 Cultural Conservation in East Asia 208 Contents vii Sharing the Wealth: Inproved Sustainability through Integrated Conservation Planning 215 Museums: Conservation and Management of Cultural Heritage 217 Cultural Policy and Sustainable Development: The Art of Regenerating Partnership Proposal in South East Europe 220 Culture and Private Sector Support 223 Sustainable Development in Communication and Education: Pilot Projects and Case Studies 228 Financing Cultural Site Management 236 Growth and Culture in Urban and Regional Proximity 241 Strategies and Guidelines for Architectural Heritage: Technical and Financial Aspects 245 Supporting Cultural Enterprises for Local Development 249 Archives and Sustainable Development 254 Cultural Tourism and Development 258 Lectures 261 The State of Knowledge in Cultural Management Alessandro Bianchi 261 PART FOUR. RESOURCES 265 Appendix A. Remarks by Session Moderators 267 Appendix B. Towards New Strategies for Culture in Sustainable Development 274 Appendix C. Culture and Sustainable Development A Framework for Action 285 Bios of Speakers 289 Contact Information 299 Conference Program 304 Preface F lorence, Italy, was the site of the interna- The growing interest in cultural assets is simi- tional conference, Culture Counts: Financ- lar in some ways to actions on behalf of the envi- ing, Resources, and the Economics of Culture ronment more than three decades ago. Like the in Sustainable Development, from October 4 to 7, environment, there is a risk of permanent loss of 1999. The Government of Italy and the World diversity within the realms of built and natural Bank cosponsored the conference in cooperation cultural assets, archives and libraries, traditions, with UNESCO, aiming to advance the interna- values, and knowledge. All are at risk, especially tional agenda on culture in sustainable develop- in the poorest countries. An effort to preserve ment. About one thousand conferees from all and enhance cultural assets and expressions can continents participated in the four-day event. also provide important economic returns and op- The premise of the conference was that culture portunities for greater social cohesion. Invest- is crucial to advancing sustainable development. ments in culture-besides generating tourist The objectives were to (1) promote the expansion flows-can help poor communities grow out of of economic analysis in, and resources available poverty and encourage local development by for, culture in sustainable development pro- strengthening social capital and expanding op- grams; (2) expand the range of institutions and portunities for education. actors involved in culture with a development Tue for eu ation. and increase the*T~~he Government of Italy iS presently engagred perspective; (3) instruments to in an effort to systematically include culture both be used for these programs. The conference pro- in domestic developmert rogams and in the vided an important forum for experts and key activities of p.p ... . . .... .. w achutes of miternational development assis- decisionmakers to discuss the full range of eco- tance. The World Bank is mainstreaming culture nomic and financial issues linked to the cultural tsn lending porams and has alre dimensions of poverty alleviation in developing anc ts lending programs and has already countries. launched several projects that fully indude cul- In recent years, multilateral development ture in a broader range of development activities. banks, bilateral development agencies, and a It is clear that any scaling up of these programs number of institutions and individuals involved will require working in partnership with a wide in development programs have recognized the range of forces. urgent need to assist developing countries in pre- The Florence conference provided a forum for serving their cultural resources and assets; more- a new and exceptionally diverse coalition of ac- over, to relate cultural values to development. For tors willing to join their forces and energies a long time, UNESCO has advocated a greater around the issue of culture in development pro- mobilization of human and financial resources for grams. Participants in the conference included cultural development. Following this lead, other not only culture ministers and experts, but repre- players have begun to include activities in their sentatives from finance ministries, development programs aimed at preserving cultural resources agencies, private commercial banks, major multi- and supporting cultural programs in developing national companies, foundations, and a variety of countries. Explicit requests for assistance in this nongovernmental organizations. About one hun- area by the international community have come dred countries, with greatly different economic both from governments and representatives of conditions, were represented at the conference. civil society of many countries. This combination of people provided a unique viii ix opportunity to strengthen the active network ad- The following individuals were instrumental vancing culture in sustainable development. in making the Florence conference possible: With its emphasis on the financial aspects of James Wolfensohn, Lamberto Dini, Franco Pas- culture, the conference provided the platform to sacantando, Ian Johnson, Gianfranco Facco address many important issues: the effects of cul- Bonetti, Ismail Serageldin, Gloria Davis, and ture on current market and development trends, Joan Martin-Brown. The contributions of many involvement of the private sector in cultural her- are bound in this volume which contains the con- itage management, incentives to foster private in- ference program agenda, presentations, and pro- volvement, partnerships, collaboration between ceedings. However, even this robust compilation private interest and public institutions, strategic cannot give full account of the wealth of ex- grants by corporations, corporate philanthropy, changes-often at the informal level-that took individual gift-giving and family foundations, place during the four-day event. Still, they will grant programs from independently endowed provide new insights and make a major contribu- foundations, and human resources in traditional tion to the discussion on culture in sustainable artistic and educational fields presently without development, and certainly entice new action. opportunities for employment. Acknowledgments A major international conference requires a preparatory processes and during the confer- variety of talents, team work, support, ence, there were many more colleagues in the IN Xand the dedication of many individuals sponsoring institutions who undertook special and institutions with multiple capacities. Fortu- initiatives to enable the conference. nately the "culture counts" conference was well At the World Bank, Marina Galvani, a cultural endowed with these elements. The complexity of economist, managed the delivery of the 6 semi- the conference required the cooperation of sev- nars and the 17 thematic working groups, in ad- eral levels of government departments in Italy, dition to providing invaluable insights and multiple units in the World Bank and UNESCO, guidance. Marc Halcrow managed all the logisti- and the fullest engagement of over 20 regional, cal requirements associated with the plenary national, and international specialized institu- speakers and panels, as well many other de- tions from both the public and private sectors. manding assignments, joined by Edie Fattu. Originally planned for approximately 550 partic- The Bank's efforts would have had little effect ipants, the conference attracted over 1,000 people. without the very important commitment of the The conference success, in great part, was due government of Italy under the able leadership of to the excellent presentations by the plenary, Gianfranco Facco Bonetti, Director General for panel speakers, and many governments. In addi- Cultural Relations, Ministry of Foreign Affairs. tion, its success was made possible by the orga- His organizational skills in hosting the event, nizers and participants in the Seminars and overall cooperation and support, aided by his Thematic Working Groups, who often provided team Eugenio Campo, Arturo Luzzi, Enrico Vat- their own resources and their organizations' sup- tani and Angelo Mula, assured the conference's port to assure that the conference maximized op- smooth implementation. portunities for the development of new Y. Raj Isar, Director, Cultural Policies for De- knowledge, networking, information exchange, velopment Unit, served as UNESCO focal point partnerships, and strategies for next steps. for the conference. His role was critical in assur- The core conference team for the Bank con- ing effective cooperation with the conference sisted of four staff, complemented by a similar planning processes, in support of Hernan Cre- number in the government of Italy, and one per- spo-Toral, Assistant Director General and his col- son from UNESCO. However, throughout the leagues in UNESCO Culture Sector. In addition, x Acknowledgments xi Gianfranco Facco Bonetti and Y. Raj Isar, pre- We are deeply indebted to the students in Flo- pared the joint document, "Towards New Strate- rence who volunteered long hours of hard work gies for Culture in Sustainable Development", prior to and during the conference, and made an that contributed to the general discussion. enormous difference at critical times. They in- We are grateful to Stefano Starace, Deputy cluded Grazia Piras, Amila Ibricevic, Heidi Adri- Chief of Protocol for the Foreign Ministry and his enne Fothergill, Jacques Michael Rauber, Philipp team. Navratil, Lauren Eastman, Lydie Hudson, and Special thanks to Alessandro Bianchi of the Donald Brenninkmeijer. Italian Central Restoration Institute, Benedetto The important contributions of the Seminars Benedetti of the Scuola Normale Superiore of and Thematic Working Groups were made possi- Pisa, and Giorgio Croci of the University of ble under the leadership of Y. Raj Isar, Doudou Roma who provided important expertise; and to Diene, Vincenzo Petrone, Ellen Lovell, Caroline Francesco Bandarin for his advice and guidance, Croft, Bonnie Burnham, Colin Tweedy, Marc as well as sponsorship for an associated event. Laenen, Jose-Maria Ballester, Vera Boltho, Ann- The support and contributions of the follow- Belinda Preis, Paola Leoncini Bartoli, Albino Ru- ing people made the conference special for many: berti, Eduard Delgado, Francesco Bandarin, Ke- Bruno Munghi, Wanda Ferragamo, John Gage, shav Varma, Geoffrey Read, Stephano Bianca, Patricia Fitzgerald, Claudia Ronchi, Michele Gianludovico de Martino, Kreszentia Duer, Cozdaro, Barbara Oliviero, Antonella Baldino, Michael Walton, Nicolo Savarese, Jef Malliet, and James Quigley. Important corporate spon- Giorgio Croci, Jean-Louis Luxen, Damien Pwono, sors included Sun Microsystems and Salvatore Armando Peres, Pietro Giovanni Guzzo, Mario Ferragamo Italia S.p.a. The American Consulate, Verdese, Claudia Franceschini, Maritta Koch- Florence, and the U.S. White House advance Weser, Elisa Liberatori-Prati, Carolle Carr, Salva- team, ably assisted by Dehdan Miller and Farnaz tore Settis, Alfredo Ronchi, and Arlene Fleming. Khadem, worked at many levels to coordinate In the months preceding and during the con- their requirements with the conference. ference, Nicholas van Praag, Ephim Shluger, The authorities of the Region of Tuscany, Zeina Afif, Rebecca Leavitt, Carolle Carr, Elisa Prefettura of Florence, Cities of Florence, Lucca Liberatori-Prati, Geoffrey Read, Lee Harper, and Assisi, and the Firenze Expo S.p.a. extended Elizabeth Ashbourne, Gita Hemphill, and mem- themselves fully to provide the most gracious as- bers of the Bankwide Florence Working Group sistance and hospitality and to host auxiliary assisted in many ways to support this initiative. events. This splendid hospitality was supported Tomoko Hirata deserves special thanks for her by Fondazione Cassa di Risparmio di Firenze; exceptional graphic designs for the conference, Fondazione Piaggio; Mediocredito Centrale and Helen Meade for her management and de- S.p.a.; Galleria degli Uffizi; Istituto Centrale del livery of the conference's printed materials. Restauro (ICR); Istituto per il Restauro; Palazzo And finally, we are all grateful to the editorial Spinelli Firenze; Opificio delle Pietre Dure; So- skills of Sheldon Lippman who prepared this re- printendenza per Beni Artistici e Storici di port on a tight schedule and budget. Firenze; Soprintendenza per i Beni Ambientali ed Architettonici di Firenze; Soprintendenza per Joan Martin-Brown i Beni Artistici, Ambientali, Architettonici e Conference Task Manager Storici di Pisa; and Massa e Livorno. The World Bank Rationale for the Conference 1. The Government of Italy and the World cultural assets within client countries, as compo- Bank, in cooperation with UNESCO, are conven- nents of, or as stand-alone development projects. ing a conference to address the importance of fi- The objective is to provide new opportunities for nancing, resources, and the economics of culture poor communities to grow out of poverty, to en- in sustainable development, October 4 to 7,1999, courage local level development, to conserve and in Florence, Italy. The conference provides an im- generate revenues from existing physical assets, to portant opportunity to advance the international strengthen social capital, to expand the opportuni- agenda on culture and sustainable development, ties for education, and to provide and/or improve and it responds to the World Bank's Comprehen- attention to the cultural aspects of infrastructure. sive Development Framework. 5. In this context the World Bank seeks to 2. The UNESCO Intergovernmental Confer- strengthen its partnerships with UNESCO, and ence on Cultural Policies for Development with the many institutions also engaged in ad- (Stockholm, March-April 1998) has called on dressing the cultural aspects of development. governments to "make more human and finan- The Bank and UNESCO both seek the fullest in- cial resources available for cultural develop- clusion of expertise drawn from the civil society, ment." The urgent need for financing and academia, foundations, and the private sector. resources mobilization is also a key message in Expanding partnerships creates new synergies. the report of the World Commission on Culture They add value to the work with governments and Development, Our Creative Diversity. and other institutions, and such partnerships can 3. The September 1998 World Bank conference, lead to expanding knowledge about best prac- Culture in Sustainable Development: Investing in tices and the importance of culture in sustainable Cultural and Natural Endowments, held in Wash- development, as both constitutive of develop- ington, D.C. and co-sponsored by UNESCO, was ment and as an instrument of development. to assert the Bank's recognition of the tangible and 6. There are many issues associated with the fi- intangible value of culture in sustainable develop- nancing of culture and the role of culture in financ- ment. Many public and private cultural institu- ing development. For example, what incentives tions took part in this conference and welcomed and regulatory structures are required? To what the Bank's new emphasis on culture. extent can economic and other types of returns be 4. The World Bank is working on projects that determined and calculated? How can co-financing advance financing for preserving and enhancing partnership agreements with other institutions be xii Rationalefor the Conference xiii most effective? What can be replicated in achiev- tion and rural development are possible? What ing self-sustaining cultural development? What type of integrated training is necessary so that a types of international loans are available to the cadre of individuals are competent to assist in the emerging private sector of the cultural industries prevention of damage, economic evaluation, in developing countries? What are the methodolo- monitoring, and maintenance? gies available that can be used to assess the techni- 10. Current frameworks for international co- cal and economic terms of cultural projects operation on cultural matters involve both the presented by private borrowers in this field? What national legislation of a lending country, as well incentives and regulatory structures are the most as elements of the 1972 UNESCO convention, effective and appropriate for national govern- which call for advancing assistance to develop- ments to support culture in a developmental ing countries. From the 1931 Athens Charter to framework? Are thie innovations employed by the 1964 Venice Charter, there are also common some organizations and/Dr countries to raise funds for culture able to be replicated in client pnnciples that are now accepted worldwide. countries? What are the best approaches to pro- These frameworks are important vehicles for fi- viding financial support to protect the integrity of nancial institutions in reviewing portfolios. They cultural diversity? What are the best measures to can help to improve the quality of projects and protect the integrity of cultural diversity? What cooperation among a variety of international, re- cultural values and practices are most closely gional, and national institutions; and help recon- linked to sustainable development? cile cultural and economic requirements. 7. Too often development initiatives, in ac- 11. Processes can be created that result in an tions to improve services and facilities, have not examination of the values and rules in place, and addressed the significant roles that cultural iden- include a review of those existing international, tity and assets play in social cohesion, economic regional, national, and/or local communities development, employment, education, and deci- provisions related to culture. Appropriate land sions about infrastructure. There are instances of use planning is an important tool in this context, tangible cultural assets being assessed as imped- not only for the identity of community, but also iments to development. Such misperceptions il- to enhance built cultural sites, improve the plan- lustrate the challenges requiring attention. ning and implementation of new infrastructures 8. Thus there is a critical need to focus on the and governance processes, and to attend to natu- need for analysis and assessments that can relate ral cultural sites. There are many methodological culture and sustainable development, as well as guidelines that can be better understood and em- on the need for adequate resources within inter- ployed for projects on cultural heritage and land- national, national, and local institutions to enable scapes, particularly in conservation. them to undertake such work. Another primary 12. Culture in sustainable development is ulti- concern is the need for training at all levels in the mately about the need to advance development skills of cultural assets management, and to pro- in ways that allow human groups to live together vide for this training. There is critical need at all better, without losing their identity and sense of levels in a variety of roles for leadership that al- community, and without betraying their heri- lows informed interventions, and that results in tage, while improving the quality of life. the good management of public and private as- sets such as museums, cultural sites, and ar- Objectives And Outcomes Of The Conference chives, so that they can be sustained. 9. Job creation, especially for those who live in 13. The Florence Conference provides opportu- poverty and who often live in or around the sites nities and platforms for an examination of the im- under threat, should be a core goal when invest- portant aspects of financing culture that can ing in cultural assets. How can plans for cultural embrace the built and social dimensions, as well sites engage with the issues of poverty, and as cultural natural patrimony. Thematic Working translate in ways that provide education and Groups, each sponsored and organized by a lead training for the poor? Work on culture can also partner, as well as the Bank and UNESCO, will mean work in many related sectors. What new consider a variety of issues, approaches, and pos- opportunities for cooperation among leaders in sible funding strategies that can lead to mobilizing education, culture, urban planning, transporta- resources, including in-kind resources, products, xiv Culture Counts and grants; discuss those resources provided by 18. Program content is to include information bilateral donors through partnership agreements on the strategy and funding mechanisms of other with other institutions; and present foundation organizations, including national governments and private sector experiences. and inter-governmental organizations such as 14. Because culture embraces areas as diverse the Council of Europe, ICCROM, the philan- as cultural heritage, publishing, audiovisual in- thropic efforts of corporations, foundations and dustries, handicrafts and design, oral traditions, NGOs that do not rely on public funding. multicultural relations, social cohesion, and more, 19. The Conference can achieve the following: the feasibility of creating special approaches for * Help foster a series of proposals that could funding and financing can be informed by some contribute to future collaborative actions on of the vehicles devised by other institutions; and culture and development among international that may, in some cases, even include recent expe- organizations, including UNESCO, the World riences in environmental valuing, conservation, Bank, the private sector, and governments. and economic management. Of great importance . Provide a forum for governments and other is the potential that certain areas offer for using a partners, including representatives from the mix of foundations support with public and pri- private sector and foundations, to consider vate lending. new initiatives for dedicating funds to cultural 15. The Florence Conference will provide fo- initiatives. rums in which developing countries, the Bank, * Promote initiatives that result in developing UNESCO, other international organizations and more analyses and methodologies to underpin institutions, foundations, the private sector, and considerations by governments, key interna- other partners can address policies with respect to tional, and regional financial institutions to fi- culture, possible funding approaches and vehicles, nance culture projects that advance sustainable and the future potentials of existing partnerships. development. 16. Participants are invited to address how fi- * Provide a forum to consider special accounts nancing culture can be widened and deepened that enable international institutions and gov- based on field experiences in the preservation ernments to strengthen their expertise in cul- and/or enhancement of cultural heritage, through ture; expand the pipeline of projects relating to the promotion of traditional and contemporary culture; establish newly defined policies and arts, through overall cultural policy formulation, institutional capacity building. as well as through sector development policies in * Publish conference proceedings, and other other sectors. documents to expand the inventory of case 17. Client countries have been invited to work and knowledge of best practice. This can present their cultural concerns and to present the include expert papers and information docu- challenges and potentials in supporting cultural ments compiled by the convening organiza- patrimony and cultural industries in sustainable tions, contributions from other cosponsors, development. This information should help to and organizations. In addition, the proceed- clarify the needs for national and international ings will be disseminated through Internet. expertise and financing. PART ONE OPENING PLENARY Welcoming Remarks Alberto Brasca Presidente Consiglio Comunale di Firenze The opening plenary session presents the broad issues to be addressed in the conference and its vision. * The important rolefor culture in sustainable development and the needfor new partnerships among multilateral development agencies, the private sector, foundations, nongovernmental organizations, and academia to support this work; and * The importance of poverty reduction in culture in sustainable development programs. S ignor Ministro, Signor Presidente della comune, un sentire diffuso, un elemento costitu- Banca Mondiale, Autorita', illustri relatori, tivo della nostra identita. signore e signori. L'impiego di risorse per la tutela dei beni cul- un piacere ed un grande onore porgere a turali non 6 vissuto qui come gesto di doveroso tutti Voi iA saluto della citta, un cordialissmo ben- rispetto per il nostro passato ma come necessita venuto, I'augurio di buon soggiorno e soprat- dell'oggi, come investimento sul nostro futuro. tutto di buon lavoro in questi quattro giorni di L'intreccio tra cultura ed economia, tra spesa impegnativi confronti sui temi della cultura e culturale e sviluppo economico 6 un dato di fatto dello sviluppo, qui a Firenze. della nostra quotidianita, quasi un riflesso istin- Credo doveroso, in primo luogo, esprimere il tivo dell'amministrazione pubblica come dell'im- nostro compiacimento e la nostra riconoscenza al presa privata. Ministero degli Affari Esteri, alla Banca Mon- La cultura 6 parte integrante della nostra re- diale e all'UNESCO per aver scelto Firenze come alta economica, la risorsa piu pregiata su cui sede di questa prima conferenza Mondiale. fondiamo le nostre prospettive di crescita e di Firenze 6 probabilmente la citta con la piu alta sviluppo. concentrazione al mondo di beni culturali: uno Non vogliamo la citta-museo, da vendere scrigno di tesori inestimabili che sono patrimo- come spettacolo ai turisti. nio universale. Ci battiamo per una citta che sulla consapevo- lo non so se oggi Firenze sia all'altezza del suo lezza della sua storia sappia far crescere con di- grande passato, se sia custode sufficientemente namismo una nuova qualita dello sviluppo, che attenta e dinamica del suo straordinario patrimo- sappia tutelare la qualita della ricerca e delle nio di storia e di cultura. Certamente sarebbe ne- nuove technologie. cessario fare di piu e meglio. E magari da questa Firenze 6 e vuole essere citta universale, citta del conferenza trovare a Firenze un terreno fertile e dialogo, punto di incontro e di confronto tra cul- sensibie. ture diverse, citta del rispetto e della solidarieta. La consapevolezza della straordinaria valenza Ospitare oggi questa conferenza che vede in- culturale della citta, infatti non 6 solo degli spe- sieme a discutere sulle prospettive della cultura cialisto o degli operatori culturali. E qui un tratto e dello sviluppo esperti di oltre 150 paesi del I 2 Culture Counts mondo ci riempie di orgoglio e di speranza A tutti ed a ciascuno di voi voglio dire sempli- perche certamente verranno indicazioni impor- cemente che in questa giornata a Firenze non tanti per una nuova qualita dello sviluppo nel solo siete graditissimi ospiti, siete in una citta che mondo. 6 anche vostra. Welcoming Remarks Marialina Mancucci President of the Regional Government of Tuscany The cultural heritage and sustainable Tuscany is also a green region with a strong development: Tuscany's choices commitment toward protecting the natural envi- Florence and Tuscany are known and loved ronment and landscape. A third of the forests in throughout the world as places symbolic of cull- Italy are in Tuscany, with more than a thousand ture, art and science. Our cultural heritage is felt trees per inhabitant. There are 166 conservation and considered to be the heritage of humankind, areas, 3 natural parks, 36 wildlife sanctuaries, 4 Ours is a region in which cultural activities are internationally important wetlands. For Italy, especially important for the economy, emp and even more so for Tuscany, the cultural and ing a .ghe percentage of people than.in s- environmental heritage is not a restraint but ing a higher percentage of people thaninindus-rather a decisive factor for development, orient- try and with a substantially higher growth rate. ing important production sectors such as tourism In Tuscany, culture and the cultural and environ- . . . . p mental heritage are the core of every government and specialised buildng and promotng new action aimed at supporting and enhancing professions and technologies. s actiow. The Tuscan development model for the 21st cen- groweh. a p tury is based on enhancing the cultural and envi- the World Bank jointly with UNESCO and the ronmental heritage. Our funding of culture is no Ita Gove rnm ntl exmin the thEme of c longer a matter of costs to bear but our "black Itae as aoresorcetfrxdeveopme. there indeed gold", which can draw investments even from Cuture a eous the private sector and create employment, Culture Counts wealth and g^rowth. Tuscany has an inestimable cultural heritage, welt an got. disseminate truhas utn isti e cultural heritage, We have identified the sources from which to disseminated throughout the region: extract this black gold: the architectural heritage, * 5,787 arheog archaeological sites, s mineral parks. We have or- * 2,300 reolgious mues, g . , .anized a series of projects in line with the Re- 2300religiousmonumentsof historical inter- gion's development potential. est, * 5,000 historical homes, * 4,000 castles and fortifications, Work completed * Institutes and libraries, This work is based on the Region's programming * Theatres of historical and cultural interest. role and on cooperation with the local authorities, 3 4 Culture Counts the Monuments and Fine Arts Services, and pri- Partnership, training and innovation for the vate institutions. We have developed initiatives protection and enhancement of the cultural to publicize the projects under way and to en- heritage. courage further projects, including training activ- ities for operators who have been put in charge o Jointhplanninan practialdcooperation be- s r~~ tween the reg!ional governmnent and authorities what has been recovered, and public and private institutions have led to In four years we have promoted 400 opera- the establishment of coordinated networks of tions involving the protection and enhancement functions, instruments and funds able to guaran- of cultural property, including initiatives in con- tee the high quality and efficiency of both actions nection with the Jubilee, with an overall invest- and results, as well as a large volume of invest- ment of approximately 800 billion lire. We have ments for the protection and enhancement of the supported initiatives to develop tourism even in cultural heritage. the so-called minor areas in Tuscany, promoting Extremely interesting experiences and pilot a new field of activity, farm holidays, which is projects are thus emerging and being developed, experiencing a real boom in Tuscany. such as the following: It is also thanks to this that in 1998, Tuscany * Excellent network for research and for apply- created 41,000 new jobs, more than any other re- ing new technologies and advanced systems gion and 25 percent of the national average. We in the field of restoration and training centered can say this with satisfaction, knowing how on the Opificio delle Pietre Dure (hard stones many Tuscans are working hard to maintain laboratory and museum) and based on a vast, high levels of competitiveness and efficiency of expert system of training centers providing an the regional economy. This result is also due to a avant-garde program at an international level; policy of cohesion among the institutions, pri- * New communications, information, and tour- vate enterprise and social partners, which has ist reception system which will be operational given and continues to give good results. by the end of 1999; * New operational models for museum systems Tuscany today and theatres for conserving and enhancing the Tuscany has grown in recent years. In 1970, in historic and religious heritage-Luoghi della terms of income, it was 12 points below the Euro- Fede (places of worship) and Lumina, Chiese di pean average. Now it has reached a stable 13 Toscana (Tuscan churches); poits bov. Btwen 189 nd 995we ad he * Programs for intercultural talks and ex- points above. Between 1989 and 1995 we had the changes with many nations, to be developed nighest increase in investments in Italy. We are in the year 2000; and among the regions able to spend Communityv . New projects for contemporary art and cul- funds-quickly and well. In the period between ture in view of the third millennium. 1994 and 1999, we used all the resources allo- The choices, experiences, and the instruments cated by the European Union. The Tuscan Sys- adopted by the Tuscan System for the enhance- tem has promoted many initiatives in favor of ment and conservation of the cultural heritage as development: with new and well-equipped pro- a means to qualify and develop the region, cer- duction areas, the growth of new technologies in tainly make it an interesting case-study for train- the business sector, through cooperation with the ing operators who are interested in themes University and the National Research Council, related to organization and quality of actions to and by funding integrated area projects for the conserve and enhance cultural, environmental, development of cultural activities and tourism. and agricultural resources in the context of sus- Tuscany is also deeply committed to develop tainable development policies. youth employment: the region has embarked on For these reasons the Tuscan Regional Gov- an entirely new venture, with a law to promote ermnent, together with public and private oper- young people's enterprises. In 5 years this initia- ators in the Tuscan System, proposes to the tive has led to the opening of 1,500 new enter- World Bank a joint initiative to provide training prises, one a day not counting public holidays; and technical assistance, to plan and implement they have made investments totaling 230 billion actions in favor of the cultural heritage and sus- lire and have created 7,000 new jobs. tainable growth in developing countries. Opening Keynote Address Lamberto Dini Minister of Foreign Affairs, Italy O n behalf of the Italian government, I who will deliver the concluding address to this would like to bid you all a very warm conference. welcome and thank you for accepting the I am happy to welcome you here as an Italian, invitation of the Government of Italy and the and as a native of Florence. Our meeting could World Bank to attend this important and extraor- not have hoped for a more appropriate venue dinary event. than this city, and this region, one of the cross- The fact that such distinguished representa- roads of our great history. A region in which ex- tives of politics, the economy, the business traordinary civilizations, tangibly rooted in the world, and culture, from both the public and the particular features of the localities, yet universal private sectors, have gathered here today is seen in scope, have emerged on different occasions as an acknowledgment of the role that Italy can and under various circumstances throughout and must play, by virtue of her enormous cul- history. Cultures of fragments, but fragments tural heritage and experience with managing it, that are able to encompass tic world. and what Italy has been doing to strengthen the The international economy is becoming in- linkage between culture and economic and social creasingly interdependent. Globalization unifies advancement. We are honored by this acknowl- and divides, leveling down but bringing out new edgement, but we are equally aware of the bur- differences. It is redesigning the markets, caus- den of responsibility this mission places on us. ing the virtual disappearance of full employment The government also wishes to thank the re- in the advanced countries. At the same time it is gional, provincial, and municipal authorities. opening up the frontiers allowing the world's And I would like to greet and thank the President disinherited to migrate on a massive scale. of the World Bank, James Wolfensohn, who The collapse of vast entities-the last of which jointly took the initiative with us to convene this was the Soviet Empire-has been a liberation. conference, and the Director-General of Returning to national roots has, in itself, a reno- UNESCO, Federico Mayor, who worked with us vating power. But we must be careful to prevent to draw up the agenda, represented today by what we unfortunately see happening today; we Hernan Crespo-Toral, Assistant Director General. must not allow it to lead to an absolute affirma- I would like to extend a special word, particu- tion of new sovereignties, the rejection of any su- larly because of her sensitivity, to Hillary Clinton perior international authority, mindless clashes 5 6 Culture Counts between different cultures and ethnic groups, tion, which is increasing the number of multieth- and the rejection of the admittedly limited and nic societies; the concentration of wealth and imperfect, moral and political authority of knowledge. And the impact of science and tech- United Nations. nology on new ways of thinking, and producing. In today's world, which is changing rapidly, This is why our work must draw inspiration, culture lies at the very heart of growth and com- in my opinion, front the following principles: munication. It is a vital component of identity * Interaction between culture and sustainable and participation. Culture and economics, senti- development ments and signs, practices and values can no Programs and projects must be incorporated longer be dissociated. Whole countries, individ- into development policies. The facile idea that uals and groups are committed to combining the economic growth is the necessary and suffi- ability to participate in the world of technology cient locomotive force to drive all social, psy- and the markets, with the conservation of their chological, and ethical advancement is now own memory. discredited. That approach ignores the prob- This is a particularly demanding-but at the lems of identity, community, solidarity, and same time fascinating-task. Fascinating be- culture. It is based on a paltry and abstract cause of the enormous and sometimes chaotic conception of development. growth in cultural output, due to the emergence * Safeguarding identity and cultural diversity of so many new communicators, and recipients Europe belongs to an area whose geometry is of what they have to communicate. And also be- always chancing: her internal and the external cause of the vastly improved opportunities for borders arc being marked out and then erased acquiring knowledge today. as new nations and countries enter or exit. It is now acknowledged that culture and de- Some once defined Europe as the homeland of velopment are interdependent, and we know memory. And indeed, with such a rich legacy this to be true from of our own daily experience of traditions and an accumulation of memo- and practice. This has been one of the foundation ries, the weight of her past is such that Europe stones of international strategy since the world often comes to resemble the museum of the Conference on Cultural Policies in Mexico City, Western World. which throughout the 90s was the backbone of But Europe must know how to look beyond human development promoted by the United her borders. Intercultural dialogue is an essen- Nations. The concept has been strongly reaf- tial component part of sustainable develop- firmed at the international Conference on Cul- ment. The idea of development was, for a long tural Policies for Development, held in time, blind to the wealth of non-European soci- Stockholm in 1998, convened by UNESCO which eties, which were viewed solely in economic, we all recognize as playing a guiding role in this terms. Those cultures have too often been per- sector. ceived only in terms of their extraneous fea- This is the approach that underpins the work tures, with no understanding and realization of the World Bank, in particular. At the Septem- of their profound insights, expertise and ber 1998 Washington conference, the World Dark know-how built up across millennia, worldly repeated its pledge to take account of the cultural wisdom and ethical values. One of the things dimension in all its projects, particularly with that has bedeviled Europe in the past has been reference to justice, social inclusion, poverty alle- the too frequent tendency to equate European viation, and the need to involve the local people civilization with universal civilization. To in safeguarding their own historical heritage. want the world to be made in the image and I am quite sure that the Florence Conference likeness of Europe. If Europe wishes to stand will also make a contribution to defining sound as an example to the modem world, she must parameters for a new strategy. Parameters that respect others, reach out and open up to others. will take account of new factors: the fact that so Europe is constantly changing because her many traditions arc dying out; the need for indi- peoples never tire of seeking an identity of vidual independence; the newly emerging meet- their own. But we have not always managed ing between the world's great cultures; the risk of to gee that our own societies, particularly in new forms of fundamentalism; collective migra- Europe, contain not only deep-seated truths Opening Keynote Address 7 and virtues and also self-criticism that enables posal, or those who dominate manufacturing. It us to see our shortcomings, but also arbitrary will also belong to all those who are able to de- ideas, unfounded myths, massive illusions, velop the industry of science and of information and fearful moments of blindness. Europe en- in a free and competitive climate. Investment in compasses huge differences and diversities education is the only way to guarantee the sur- that have been displayed through art and sci- vival of a nation in the coming century. We must ence, but also through war and conquest, and educate the young-which also means the young in the coercion of empires and not only in in the emerging countries-to familiarize them- peaceful co-existence. selves with and appreciate the value of their ar- We therefore have a twofold task before us: tistic heritage. This is often one of the pillars of to save the extraordinary cultural diversity the historical and cultural memory not only of that has been created by the diaspora of hu- those countries but of the whole world, too. manity, and at the same time build up a com- Italy has always held a prominent position in mon language. It is a twofold process of enhancing and bringing, out the value of cultural puffing down roots in the past and projecting heritage in every part of the world. Obviously, ourselves toward the future, involving in par- our own history accounts for much of this sensi- ticular the emerging countries. tivity, where art and culture have a particular vo- * Synergy between the public sector and the cation. Italy is a country in which knowledge and private sector innovation are interwoven. A country where it is Safeguarding our heritage by investing in not difficult to find people, like Christopher Co- them the resources of private individuals and lumbus, who are ready to launch out on impossi- large corporations has been one of the most re- ble adventures. Or to continue, like Galileo, assuring faces that have emerged in recent believing in their own observations, in the face of years. Public institutions are responsible for the skepticism of the learned. Or to contemplate laying down the general framework for devel- the perfection of the human body with the acute opment and creating infrastructures. And the vision of Leonardo. private sector must also find room to contrib- Perhaps it is also because of our close familiar- ute. This is particularly visible in Italy, to pro- ity with art that our cooperation in overseas de- tect that immense open-air museum which velopment., particularly in the latter half of the Italy is, and which Andre Malraux once de- 80s, has aimed at combining economics, society, fined as the "mysterious fatherland of all the culture, and the rediscovery and preservation of arts". This is yet another sign of the way indi- the past. We have obviously had a particular in- viduals and civil society are independent of terest in the civilizations lying around the Medi- government. and of the strengthening of com- terranean. Because as Georges Duby has said, it is munity bonds and the sharing by all citizens of in the area of the Mediterranean that we find the one and the same history. roots of a culture that is common to so many of * The development of our partners' opera- us. And also, in his words, "when we think of hu- tional capacities man perfection, the pride and the good fortune of Enhancing the value of our heritage depends on being men, our eyes turn to the Mediterranean". educating and training people to work to con- This has been the thinking underlying so serve and restore it and to manage our cultural many of the restoration ventures we have carried sites. It is a matter of presenting and safeguard- through, particularly in the Middle East, such as ing not only cultural and natural diversity that our contribution to creating the new Egyptian is being degraded by inexorable processes of museum in Cairo, and the new library in Alexan- standardization and destruction. We must pro- dria. Then, jointly with our Egyptian partners, tect the achievements of civilization without be- there is the work that will shortly begin on de- ing threatened by a return to barbarity, and by signing a model to map the risks to the site at the degradation of the environment. Saqqara; not to mention the restoration schools Italy's policy is helping to raise the quality and set up in Slovenia or Jordan, and the university quantity standards of the education system in training programs in the Maghreb. several countries. The future belongs not only to But we have looked further than our immediate those who will have raw materials at their dis- horizons, to be able to play a part in establishing 8 Culture Counts the School of Restoration in the People's Republic and civilizations are constrained, sometimes of China, in revitalizing the ancient city of Sana'a, without any exit routes, like enclosed spaces. In and supporting vocational training programs in order to build bridges, provide moorings, multi- Ethiopia, Eritrea, Angola and Mozambique. ply links, exchange goods, between one area of At the multilateral level I would like to men- civilization and another. So that, thanks to tech- tion the substantial financial contribution that It- nology, the world, which is shrinking all the aly makes to UNESCO, second in volume only to time, can at the same time manage to open up all Japan. And there has been an outstanding return its gates in every direction. on it, as evidenced from the work carried out on Modem society is essentially ambivalent. It the Adiyel Palace in Fez or for the rehabilitation combines freedom and discipline interwoven to of two historic town centers at Mostar and Bethle- an unprecedented degree. Economic, social, cul- hem, and lastly the Slave Route program, de- tural and political activities hold the state and so- signed to provide an opportunity for intercultural ciety together, making them increasingly dialogue between the coastal states of sub-Sa- mutually dependent. There is increasing integra- haran Africa and Latin America. tion on a worldwide scale, not only in transac- Numerous projects are being financed through tions of goods, services, capital, manpower, and the World Bank and the Inter-American Develop- raw materials, but also decision-making centers, ment Bank: the plans for Sichuan and Chongqin. and material and symbolic communications. At The mapping of sites in Tunisia and in Yemen. the same time, the laws of the market are tending Bethlehem 2000. The old city center of Montev- to compress cultures, and sometimes the obses- ideo. The financing through the European Union sion with identity is giving rise to fanatical and of the Dar-es-Salaam Bagamoyo project, which is oppressive demands and claims for one's own restoring access to the ancient capital. diversity. We intend to increase the resources we allo- But we have to protect the values of relativity, cate to developing cultural heritage as a non-re- defend respect for differences, accept otherness newable economic resource, not only with our as a vital resource. Our detached view shows us traditional partners but in a broader context, not only the benefits, but also the ecological and which will make it possible to transfer knowl- technological risks posed by in modern society, edge and technologies from the Italian system as as a result of unbridled economic growth. This widely as possible, parallel to and in synergy can create tensions and conflict between coun- with economic and social cooperation. tries that have only just set out along the path of As an initial gesture we have decided to use modernization and countries which began the our wealth of experience and our financial re- same process a long time ago, and therefore are sources to contribute to a partnership agreement conscious not only of the benefits but also the with the World Bank. A Working Group and a hazards. Trust Fund here been instituted to which Italy is Time is no less important than space. In every contributing to $2.7 million for the year 2000. The age, under every latitude, at all times, every- Group has already drafted a preliminary pro- where, the past implacably imposes its imprint in gram of projects and programs, which measure the present. Under these conditions, with the up to the expectations that are being roused by conflict and the lack of mutual understanding the beginning of the new millennium. And I that we are witnessing today, it is becoming ever would like to send out a special appeal to the in- more evidently necessary to gauge history not in ternational agencies to do likewise, particularly terms of our own existences, which are here to- the financial institutions in that sector. day and gone tomorrow, but in terms of the Italy's action forms part of a clear-cut strategy, events of the past that exceed our measure as liv- which I have just summarized. It is intended to ing beings. This, then, is the great task on which set an example, like a workshop, a laboratory, we are embarking, and which I am sure will be- and an incentive to others. Its aim is to help come clearer to us when we reach the end of straddle the borders within which continents these exceptional days here in Florence. Opening Keynote Address James D. Wolfensohn President, The World Bank I t gives me great pleasure to welcome you to I wish to express my personal gratitude to the city of Brunelleschi, Michelangelo, and those addressing the conference. Their creden- the Medicis. Inspired by these surroundings tials are not only impressive, but the demands on I am confident that we will make progress in their time make their presence here deeply ap- forging common strategies to reduce poverty preciated. To the many organizations and indi- and support development more effectively, by viduals involved in the seminars and thematic building on cultural assets. working groups, to the Piaggio Foundation, Fer- Many of you have worked long hours to make ragamo, Mediocredito, to the Fortezza da Basso this very important conference possible. On be- staff, the student volunteers who have worked half of the World Bank I would like first like to with our Bank team in Florence, and to Francesco thank Minister Dini and the Ministry of Foreign Bandarin, an early mentor of this effort, all of you Affairs, especially Director General Facco Bonetti have our profound gratitude. and his team. We are also grateful to Minister Petrone and his team in Development Coopera- Introduction tion, as well as to Minister Melandri and the Min- istry of Cultural Heritage and Activities for their We meet here in Florence surrounded by the contributions to this week's events. physical manifestations of a period in European Being back in Florence is very welcome, and I history that laid the foundations of western civili- am grateful to the Mayor and the City of Flo- zation. The Renaissance was of course not just an rence, and to the President and the Regional artistic flourish, although its great artistic achieve- Government of Tuscany for their wonderful hos- ments remain one its enduring legacies. It was a pitality and their special efforts on behalf of the complex creative process that transformed the conference. I understand that the superinten- feudal society of the Middle Ages into an urban, dents of the arts and culture in Florence and in commercial economy and saw extraordinary Tuscany have arranged to make this week very progress in education, medicine, and astronomy special for all of us. as well as the arts and music. Behind the splendid Again, as in past shared efforts, I am grateful buildings and extraordinary works of art, lay a for the continuing contributions and partnership complex web of social, political and economic en- of UNESCO. deavors. The modem banking system first took 9 10 Culture Counts root here; international trade expanded as never their traditions, relationships, and knowledge before; humanism was born; philosophers revolu- and skills ignored and denigrated, and experi- tionized thinking about politics; and the Medicis encing development with a great sense of provided stability as well as patronage to the arts. trauma, loss, and social disconnectedness. Their But we are here to celebrate not only those culture-values, social relationships, ties of reci- who shaped these traditions, but the hopes and procity, creative expression and knowledge- values of all people, including the poor. For the can be among their most potent assets, and poor, culture may have more importance than among the most ignored and devastated by de- for anyone else. I went to Central America and I velopment programs. Or, if we take care, the visited the very poorest areas. I remember meet- poor can be proud of their identity and heritage ing with the Mayan elders in the highlands of and draw on these assets to enrich their lives. Guatemala. The Mayan elders were telling me of The poor have been clear in what they most their abilities several thousand years ago in as- need to make a difference in their lives. Their tronomy, in language, in building the culture own organizations, so they can negotiate with that is about to be lost. And around them, while government, traders, and non-govermnental or- they were telling this, were their kids through ganizations. Direct assistance through commu- whom they were seeking to preserve this and to nity-driven programs so they can shape their pass it on. I have to say to you that in terms of the own futures. Local ownership of funds, so they poverty-which was very real in that area where can get results and stop corruption. President we are operating-the issue of including Mayan Mkapa of Tanzania put it well when he said, culture and heritage in the programs was the first "Our people must be encouraged and facilitated thing that the elders talked to me about and was to be owners of their development: not just ben- deeply felt. eficiaries, but doers of development." Voices of the Poor The Holistic View of Development As I pointed out last week at the Annual meetings To support this, and coordinate our collective ef- of the World Bank and International Monetary forts to help, it becomes more important than Fund, poverty is much more than a matter of low ever to take a holistic view of development. What income. This past year we launched a study called does that mean? It means that we need to work "Voices of the Poor" and listened to the hopes, as- together to address the social and structural is- pirations, and realities of 60,000 men and women sues as thoughtfully as we do, the macroeco- in 60 countries. From this it is clear that the poor nomic and financial issues. It means that local seek a sense of well-being which is peace of mind: organization and empowerment, including an it is good health, care of the spirit, family and active civic culture, need to be understood as im- community, and happiness. It is choice and free- portant drivers of sustainable development. It dom as well as a steady source of income. Threats means that we need to put poverty reduction to their security included not only sheer physical front and center, and to understand that reduc- survival, crime and violence, lack of justice or ser- ing poverty is not just about increasing produc- vices due to corruption, but also the inability to tivity and income, but just as fundamentally, negotiate, bargain and get paid-and the decline about enabling people to have a broad sense of in social connectedness. Often they spoke of the well-being and opportunities to express and shame of not being able to live up to their own make choices about their lives. And who can values being worse than not having anything to doubt that recognition and expression of cultural eat, and the resulting social alienation leading to diversity is not fundamental to social well-being? depression and suicide. The study found that the This is why I have made culture one of the core importance to the poor of maintaining social tra- areas to be addressed in the Comprehensive De- ditions, hospitality, and cultural identity cannot velopment Framework, at the same level of im- be overstated. "Without these simple human portance as say, education, water and sanitation, signs of solidarity" a poor woman in Ukraine transport and communications infrastructure, said, "our lives would be unbearable." and an effective justice system. In this time of globalization, with all its advan- The overwhelming response to this conference tages, the poor are the most vulnerable to having is a clear indication that culture does indeed Opening Keynote Address 11 count. We are here today because develop- cultural enterprises. And whether income-earn- ment-particularly alleviating poverty and en- ing or not, support to cultural activities of the very abling a strong civic culture-cannot be poor can have a profound effect on their well-be- successful without understanding and respond- ing, social organization, and social functioning. ing to people's values, traditions, social relation- Both aspects of culture are important to reduc- ships and preserving the heritage that has ing poverty: one can make actions more effective meaning for them. In a globalized world, where and meaningful at no additional cost; the other there is so much pressure for sameness, there is can generate income which is desperately at once an overwhelming belief, in differentia- needed in many countries, energize poor com- tion and preservation of culture, both for poor munities, and build their self-esteem. people and for rich people. It is also an issue of maintaining self-esteem. I do not know how I can Reflecting Culture for Development prove that to you objectively, but I can tell you it Effectiveness and Sustainability is right. And I think that this sensitivity and this Let's talk about development effectiveness and desire to reflect and respect the culture of oth- the fundamental role of culture in it. Develop- ers-we call it mainstreaming culture in devel- ment and poverty alleviation without cultural opment work-is what we are getting at. sensitivity either fails or does not reach its full T'he Bank's Approach to Culture potential. I firmly believe that, and unfortu- The Bank's Approach to Culture nately, there are many examples to back it up. I'll What is culture? For Wole Soyinka, the great Ni- just mention a few. gerian writer and Nobel laureate, speaking at our For example, a World Bank project in poor ru- program of seminars in Washington DC last ral areas of Guatemala provided for health clinics week, "culture is a matrix of infinite possibilities to be staffed by government health workers. But and choices. From within the same cultural matrix the local people shunned the health clinics. They we can extract arguments and strategies for the refused to visit them, and continued to go to their degradation and ennoblement of our species, for traditional healers. Then traditional healers were its enslavement or liberation, for the suppression invited to work side by side with the government of its productive potential or its enchantment." staff in the clinics. And the clinics finally settled But however you define culture, it is increas- into their work of attending to the health needs ingly clear that those of us working in the field of of the poorest. Over and over again, we have sustainable development ignore it at our peril. found that when we ignore the way of life of the poor, their values, relationships and culture, we The Bank's Interest in Culture is Two-fold cannot improve even their material condition. In northeastern Pakistan, we funded a project First, cultural considerations must be incorpo- to provide shelter to the poor, in the form of con- rated into all aspects of development if develop- crete houses. The people found them too cold in ment is to be sustainable and effective. This has winter, too hot in summer, and abandoned them. less to do with supporting culture for its own However, the traditional way homes are struc- sake, and more to do with making sure projects tured is appropriate: two storied, cool down- reflect the lives and interests of the people they stairs in the summer, and warmed by the sun serve. Can you imagine teaching a child in the upstairs in the summer, they provide good ven- Sahel to read, with stories that picture green tilation and protection from the elements. If the meadows dotted with sheep, gentle country design of the project allowed for real grassroots lanes, and deep cool forests? How could he or participatory planning and local level self-help she relate to it? This is why we are moving to in constructing the houses, rather than using have early literacy materials produced in local standard designs drawn up in some office for languages and based on experience that the chil- large procurement contracts, the problem would dren recognize from their daily life. never have arisen. Second, there are development dimensions of In Africa, literacy has stayed at same percent- culture. Physical and expressive culture is an un- age level for the last 20 years. What was wrong? dervalued resource in developing countries. It can At least part of the problem is that reading takes earn income, through tourism, crafts and other place only in schools, from readers and textbooks. 12 Culture Counts Can you imagine teaching your kids to read if which poor communities can organize and can you had no books for them outside of school? To establish enterprises-for tourism, and also tex- make things worse, the books have generally not tiles, crafts, and organic food production and been in their mother tongue, and the material has marketing, music industries development, and been drawn from Europe or North America. So so on. the children haven't been able to draw on their We are indeed faced by a serious deterioration real world experience, or their mother tongue, to and loss of our built cultural heritage. Examples understand what they are reading. are the tombs in Egypt, historic urban areas in The Bank has recently started to work with the China, the old cities of Fez and Bangkok. Little Carnegie Foundation, the International Reading investment has been made in maintaining or re- Association, the International Federation of Li- storing these extraordinary monuments and ur- brary Associations, the New York Public Library, ban areas. Why not? Because for too long the and others, including African NGOs and govern- range of values provided by cultural artifacts has ments to help design a program for grassroots li- not been recognized-their role in job creation, brary services. These libraries will stock books in social cohesion, tourism, and so on. Cultural vernacular languages, which can build on the rich preservation and renewal is not a luxury good, song, poetic and story-telling traditions of Africa. something to be done later, but is a productive We are finding that development effectiveness sector. and sustainability demand that development as- Many dilapidated old parts of cities-not only sistance be integral with the social strengths and in Europe and North America-are being re- traditions, and local institutions that are most stored, some classified as arts districts to draw in crucial for the poor. The Bank's work on partici- tourists, and transformed into bustling, produc- pation and social analysis is beginning to shape tive places-places not just for tourism and busi- projects to meet local level priorities, and work ness, but to live in. Ouro Preto in Brazil is a through institutions of the communities. wonderful case, where civic action, including par- And, with an explicit focus on culture, there ticipation of school children, transformed a traffic are new opportunities to respond to communi- congested and dingy city into an exquisite place, ties' priorities, and to build projects on traditions where you can walk through the open squares, and institutions that have local meaning. We are and enjoy colorful market days, wonderful restau- seeing this most pointedly in the evolution of rants, and the beauty of the historic architecture. community-based projects financed by the Bank. And think of Lijiang in China, destroyed by These projects involve loans to governments earthquake. Once the rubble was cleared, did passed on to poor communities, usually as modern office blocks and skyscrapers spring up matching grants. In the past, the Bank would de- in its place? Meticulously, the community and cide with government officials what the money craftsmen restored the urban fabric. They could be used for-usually bridges, road repair, framed, carved, and brightly painted accurate re- and other small infrastructure. Increasingly now, constructions of the original buildings, in all the it's being left up to the communities to decide glory of their traditional architecture and way of what they want to use the money for, and being life. Some improvements were made, but visu- left up to them how they want to organize them- ally, the buildings are just as they were. The peo- selves to implement their project. In Turkey, we ple of Lijiang, with their own efforts and in part, see a women's rug weaving cooperative getting their own resources, were committed to restor- assistance under such a project. In northern Ar- ing their way of life and their heritage, in its gentina, indigenous groups are using the funds former atmosphere. So the first buildings they re- to get themselves organized and decide on their stored included the hospital of traditional medi- own development priorities. And so on. cine and the primary schools. You can see how Culture as an Important Resource for the people savor the atmosphere and their walks Development along the canals-important parts of their urban heritage. And in the midst of all this beauty and And now let us turn to the second interest we sense of place, you can also see kids walking into have in culture: as an important and underval- a cyber cafe to send an electronic message or surf ued resource to generate incomes and around the net. Opening Keynote Address 13 Heritage gives value. Part of our joint chal- I hope that sustainable tourism development, lenge is to analyze the local and national returns and pro-poor cultural enterprises will be part of on investments which restore and draw value our common agenda. from cultural heritage-whether it is built or liv- ing cultural expression, such as indigenous mu- Hopes for the Conference sic, theater, crafts. sic, theater, craftsovThis conference represents a critical stage in our The World Bank has supported ve 40 Thoets worldwide hrese g s rtedovric u collective thinking about the development chal- projects worldwide, preserving historic urban lenge and the role of culture in it. There is a cry- tissue and architectural heritage, in order to un- ing need to address culture as one of the great derpin communities' well-being and economic v life. We recognize that culture is not a luxury- ignored assets which developing countries and li. Wpoor communities can use to help turn their restoring symbolic sites can in fact be key to the healing process in post-conflict cmuie economies around. And at the same tme, there is an g rates ofturn. Cltura sitiesp a need to provide a counterpoint to globalization vidhave oppgortes foreturnowuthe bigest through respect for cultural diversity and oppor- vide opporturities for tourism-now the biggest un industry world-wide-and can generate sub- iuty for creative expression. industantyal worevenueswandement. ate sub- Our question now is how, practically, do we stantial revenues and employment. g bu t But with all of these initiatives, we must keep go abt it? , What do we hope to achieve with this confer- the poor firmly in mind. Tourism is a double ence? edged sword. The world is littered with tourism I hope we will broaden and deepen our net- sites that have lost their cultural authenticity and I of wed organ and indou- aleae ter host comnte. . nted we work of committed organizations and individu- musenated dhevelo broady cowuniied. f eamewor f als, to explore how governments, international m ust develop a broadly owned framework for investment and tourism development. Private organizations, foundations, NGOs and, of course, ors, public authorities, and local commu- the private sector can collaborate meaningfully. investors, ~~~~~~By combining our perspectives and complemen- mty groups need to work on several fronts: y g o pep - Forge an investment climate of policies, regu- tary strengths, we can all be more effective. lations, and public infrastructure that con- With the collaboration of UNESCO, I hope we awill move from 'Let's' to 'How'. To move for- s Help local communities develop attractions ward-to engage co-workers in developing com- anHelp locales; cmnt munities and within our own institutions-we andge businesses; linkand sbetween investor have to address the practicalities. How do we fi- - Forge business linkagwes between investors and local producers and services. nance investments in culture sustainability; what There are also numerous opportunities to de- policies and mechanisms should be adopted? rive income in cultural enterprise. In southern How do we mobilize the various actors? How do rlvemcoe mculura enerplseIn outern we evaluate our investments? How do we make Africa, there is interest in developing the local pe regatringcsteati? THe aendafo musi inuty In motrein, hihqalt r policies regarding conservafion? The agenda for music~~ idsr. In mst ein,hg ultr this conference raises a battery of 'how' ques- tisanal work has not yet disappeared, and can be this andeWedncesdays working go focus developed into a high value cottage industry that hions, and Wednesdayts workeeg groups focus particularly benefits the poor, and in many cases, heawelwalk awayematters. Three days from now, I women. The big issue will be to put policies and organizations in place that ensure that the poor The Challenge Ahead cultural producers do get the incomes that are rightfully theirs. This means protecting their cre- For all of us, the challenge ahead, as we move to ative products so that the originators can derive a new millennium, is to eliminate the scourge of royalties. It means helping organizations of poor poverty from the Earth, in ways that retain local craftsmen in their business development, so they identities, support pluralism, and create space can negotiate and fulfill contracts-either di- for the values, expression and heritage that give rectly or through local service NGOs. And it also people lives with meaning and dignity. I hope means mobilizing parts of the international mar- that over the next three days we will explore to- ket that are pro-poor, to enter into fair trade con- gether how we can jointly support concrete pro- tracts for high quality products. grams with demonstrable results in the field. PART TWO PLENARY SESSIONS Session I. Culture and Sustainable Developments: Threats and Tensions Session I provides an overall assessment of thefollowing: * Effects on culture of current market and development trends, * Resources available to support culture in developing countries, * State of "culture" in developing countries. Hernain Crespo-Toral l'ICCROM partenaire prestigieux et indispensa- Assistant Director General, UNESCO ble a l'UNESCO en matiere de preservation et de mnise en valeur des biens culturels. Je dois aussi A GLOBAL OVERVIEW OF THREATS AND mettre en relief la coop6ration de l'Italie avec TENSIONS l'UNESCO dans d'autres aspects du domaine cul- turel a travers des accords, des fonds-en-d6p6t, la u umoment outs'ouvre cette conference sur cooperation technique et la mnise a disposition le financement, les ressources et l'econo- d'experts dans le domaine de la culture. jA xmie de la culture et, avant d'entrer dans Permettez-moi de remercier nos h6tes de nous le sujet de discussion de "La Culture et le Deve- accueillir a Florence pour y traiter un sujet de loppement: Menaces et Tensions". Je voudrais transcendance essentielle a notre epoque: Culture adresser mes plus vifs remerciements aux autori- et Economie, sujets qui en principe paraitraient tes italiennes qui ont contribue e la conception et antith6tiques. Ce dialogue s'est tenu deja dans a l'organisation de cette rencontre. cette ville, qui symbolise pour le monde entier la L'Italie, dont la culture et la cr6ativite inepui- rencontre du g6nie artistique et intellectuel avec sables ont fait l'admiration du monde au cours la vision et l'intelligence d'audacieux hommes des siecles, est aussi un pays precurseur dans la d'entreprise, il y a deja des siecles. La gloire de conquete d'un destin, d'un avenir plus humain et Florence, en effet, c'est d'avoir reuni en symbiose juste pour le monde. la puissance 6conomique et politique des Medici Dans ce meme esprit, l'Italie a contribue etroite- avec la creation esthetique et le developpement ment avec l'UNESCO, depuis ses origines, a la re- de la pensee humanistique, mouvement d'une vi- cherche et a l'action dans le but de la construction gueur exceptionnelle qui a transforme non seule- d'une paix stable au moyen du d6veloppement de ment l'Europe, mais un immense territoire au- tous les peuples. L'oeuvre des institutions italien- dela des limites de la Mediterrannee. nes, telles que l'Istituto Centrale di Restauro de Florence fut unique. C'est de cet atelier inte- Roma, a servi non seulement pour mener a bien gral qui est n6e la cosmovision qui place une action de conservation dans le limites de l'Eu- l'Homme dans le centre de l'histoire. "On ne peut rope mais a servi a la formation de miluiers de rien voir de plus admirable dans le monde que specialisles dan le monde. A Rome siege aussi l'homme" ecrit Pico de la Mirandola, en 1486. 17 18 Culture Counts Cinq siecles plus tard, cette philosophie de- impossible qu'un equilibre puisse s'6tablir entre vient plus actuelle que jamais. I1 y a 40 ans, deja, developpement et bien6tre de la personne et la que s'entame un debat entre les parties qui pro- permanence de la diversit6 culturelle. L'histoire nent que la culture doit etre au centre du develop- recente nous dit combien d'echecs se sont pro- pement pour que celui-ci comprenne toutes les duits parce que on ne prenait pas en compte que facettes de la vie humaine et ceux qui croient qu'il les etres humains gardent comme son plus vala- faut seulement aboutir au bien-etre materiel. Le ble patrimoine leur maniere d'etre, leur tradition, role de 1'UNESCO a cet egard est bien connu. De- leurs valeurs ethiques, les temoins tangible de puis les annees 70, lorsque la culture se reduisait leur pass6, ces traits intangibles passes de gene- encore, pour certains, au pre-carre des arts et des ration en generation. lettres et que l'on croyait a l'incompatibilite entre L'extraordinaire developpement de la techno- passe et present, entre tradition et modernite, en- logie nous amene a cultiver des valeurs comme la tre culture et developpement, l'UNESCO s'6tait solidarite entre les etres humains. Ces emer- d6ja investie dans la reflexion qui a abouti a la veillantes decouvertes ont permis d'ameliorer la Conference Mondiale sur les Politiques Culturel- qualite de la vie d'un immense secteur de la po- les, qui a eu lieu au Mexique en 1982, ou l'on a af- pulation du monde. Malheureusement, ils ont firme que l'Homme etait l'acteur et le sujet du provoqu6 aussi, nous le savons, des immenses d6veloppement. L'UNESCO a mis en oeuvre, a ecarts entre riches et pauvres, differences qui ne partir de 1988, la Deennie Mondiale du Develop- cessent de s'accroltre. Dans les derniers rapports pement Culturel, approuvee par les Nations du Programme des Nations Unies pour le Deve- pniesm loppement on souligne l'immense difference de Vers le milieu de cette decennie on s'est rendu revenus percus par la population: lorsque le 12% culpte qu'il etait n6cessaire d'approfondir sur le des gens les plus riches du monde perqoit le 82%, compt et l'on a cr6e la Commission Mondiale de le 20% plus pauvre ne per,oit que le 1,2%. L'ecart ure e , des revenus par habitant entre les ressortissants permisdeporterunlppe entonvesau etdedont des pays plus riches et ceux des plus pauvres, a permis de porter un clairage nouveau et de don- augmente de 400% depuis les annees 60, d'apres ner a ce sujet des reponses novatrices. l apr e19 uporme Nous sommes maintenant dans un carrefour de Nous ne pouvons pas accepter que le develop- l'Histoire. Le developpement technologique nous pement implique necessairement la perte de entraine, malheureusement, vers un modele de- l'identite, l'adoption de modeles exogenes qui predatoire qui menace les assises meme de l'exis- 6rodent non seulement les valeurs morales et tence. nl faut donc trouver des moyens pour creer 6thiques, mais les expressions les plus authenti- un modle nouveau qui permette d'harmoniser la ques des peuples telles leurs valeurs et coutu- croissance equitable avec la conservation de la di- mes, et leurs expressions esth6tiques. versite naturelle et 1'epanouissement de l'homme Face a cette frappante r6alite on constate que le dans sa diversite culturelle. C'est pour cela que la voeu de la communaute international pour aider Culture-definition de l'humain par excellence- au developpement des pays les plus pauvres res- doit etre plac6e au centre du developpement. tent ponctuelles et insuffisantes. On constate, La terre est maintenant le Village Global dont avec consternation, que les pays plus avances non nous parle un prophete. fl faut agir ensemble et ur- pas fait les efforts necessaires et ils n'ont pas ho- gemment. Cette urgence est partagee par la Ban- nore leurs promesses. Le pourcentage d'aide que Mondiale. Elle s'interroge aussi sur ce sujet et, qu'ils s'etaient fixes n'a jamais ete atteint. Hereu- depuis quelques annees, elle a enrichi sa pensee et sement r6cemment des personalites de taille nourri ces projets d'une nouvelle dimension. mondial propose l'abolition de la dette de pays Les deux institutions travaillent d6sormais sur les plus pauvres, comme un geste de solidarite, des bases beaucoup plus sondes et la convergence lors de bebut du nouveau mil6naire. entre leur approche et leurs actions respectives ne Par ailleurs, les grands probleme produits par pourront 6tre ni artificelle ni momentanee. l'exploitation irrationnele de la nature, les atten- Nous sommes invites, ce matin, a nous inter- tats contre l'environement qui ont e les sujets roger sur les menaces et tensions qui mettent en de grandes conferences, comme celle de Rio de peril le destin humain. On croit encore qu'il est 1992, n'ont pas abouti a des mesures de correc- Session 1. 19 tions de la part des pays les plus developpes. Il Un des sujets les plus actuels qui preoccupe faut donc, reflechir a la lumiere de ce qui nous la communaute internationale, c'est celui des propose la vision integrale de la culture et envisa- echanges de biens et de produits culturels. Deja ger d'mmediat les politiques et les actions capa- dans le plan d'action de la conference intergou- bles de mettre fin a cette cours vers l'6puisment vernementale de Stockholm de 1998, on enonqait de resources non renouvelables de la terre. Notre que ces biens "ne doivent pas etre traites comme planete requiert d'une vision integral. Rappelons etant des marchandises comme les autres". nous l1'troite liaison et dependences des ecosys- A la suite des resolutions de la conference de temes. Pourtant on doit agir en coordination en- Stockholm, l'UNESCO a pris l'initiative, en colla- tre pays, regions, et continents. boration avec les autorites canadiennes et fran- Seulment en tenant compte de tous ces parame- caises, d'organiser un colloque international tres nous reussiront au developpement durable et pour approfondir l'6tude de ce sujet. a une repartition 6quitable des biens de la terre et Le colloque est arrive a des conclusions qui de ceux, produit par l'homme. permettront aux pays de prendre des positions L'humanite dispose de moyens extraordinai- lors de la reunion de l'organization mondiale du res qui utilises convenablement devraient per- commerce qui aura lieu dans un proche avenir. mettre d'aboutir aux fins enoncees. D'autre part, le directeur gen6ral de l'UNESCO Science, technologie, information, communi- a pris contact avec le nouveau directeur de cation, ensemble guid6es par l'ethique et l'equite I'OMC, pour lui proposer la mise en place d'un seront les piliers qui permettront de reussir un groupe de travail conjoint dont le but serait de developpement plus humain. suivre et de faciliter les travaux. Le actions de la Banque Mondiale dans ces Il faut encore insister sur le fait que le develop- domaines sont essentielles. Seul 1V6thique et la pement ne pourra etre soutenable si l'on ne tient morale dans le champ de l'economie peuvent pas compte de la creativit6 et diversit6 de l'esprit permettre aux pays de trouver les voies pour leur de l'homme. propre developpement. This will be one of the major challenges of the coming century. It is one that can be addressed only through new connections and new alli- ances. It is with this long-term objective in view that UNESCO and the Government of Italy have reflected together on the issues that will be taken up in the coming days and have jointly drafted a paper entitled, "Towards New Strategies for Cul- ture in Sustainable Development". I mention the text simply to stress how much we hope that it can generate a process of renewed reflection and alliance building here in Florence. Together we need to think through the principles and priori- ties that must be followed so as to ensure the place of culture in sustainable development, as well as imagine viable new initiatives and mech- anisms that we might focus upon and pool our resources. The purpose of our paper is thus es- sentially to launch a process at this conference, which is after all the first occasion on which deci- sion- and policy-makers in the economic and fi- nancial domains are meeting to discuss finaricial issues with leaders and activists in cultural fields. Let us seize this window of opportunity to build bridges between the two worlds. 20 Culture Counts B.P. Singh luted. We have built up urban centers and indus- Executive Director, The World Bank trial units disregarding our cultural heritage, wetlands, and forests. A REGIONAL PERSPECTIVE OF THREATS AND There are several contemporary pressures of TENSIONS development which often hurt the socio-cultural sensibilities of the people, including the following: t is only appropriate that we are meeting in . Increased tourist traffic and the unreasonable this historic city of Florence in a conference demands made in the name of tourism; on such a vital subject of the relevance and * Rapid urbanization which has made most usefulness of culture in sustainable develop- town planning efforts irrelevant and in many ment. In many ways Florence is a living city of art cases has irreversibly altered the ambience of and these works of art inspire people, help them many cultural and historical sites; to see beauty in nature, and recognize beauty in * Population which is bursting at the seams and themselves and in all human endeavors. This it- with many people living in poverty; self contributes significantly, towards awaken- * Tendency among some religious protagonists ing and deepening of spiritual consciousness, to exploit monuments belonging to their reli- compassion and devotion. gion and its campus for commercial ends; and We are soon going to participate in as well as * Increasing practice in consumerist society to witness a "moment" in human history-the ad- keep art objects in their living rooms as status vent of a new millennium. It is time to reflect. It symbols encouraging its theft and smuggling. is time to act as well. All these pressures taken in totality threaten to The 20th century has been the most disastrous damage our tangible heritage irreparably. in human history in social and political terms- In my view protection of cultural property has nearly 200 million men and women have died in two interrelated aspects: the first includes histor- military or political conflicts. Three great strug- ical sites (buildings, temples, and other places of gles, World Wars I and II and the Cold War, worship, works of art, and other such physical spread over more than three-quarters of the cen- aspects of creative expression) and the second re- tury-made cannon fodder out of human beings. lates to human skills and attitudes which consti- Many other battlefields, from anti-colonial tute the driving point in an individual toward movements to civil strife, contributed to this car- the creation of works of glory and excellence. It nage. A large number of men, women and chil- must also be appreciated that these skills and at- dren died in preventable famines and epidemics. titudes are not static, nor can cultural manifesta- Many brutalities such as female genital mutila- tions conform to being replicas of the past tion have been widespread and lack of compas- expressions. Cultural manifestations are under- sion in dealing with human beings and natural going transformation in terms of revolution in objects have been a distinctive feature of the communication, technology, and the impact that present century. the wider world makes on creative minds. We When we look at the development profile of have to address these issues in terms of strength- several countries of the world of this century, we ening of institutions, as well as in creation of an find that we have rarely been guided by impera- enviromnent that appreciates cultural objects tives of culture. We set up industrial units with- and talents. out effluent plants and allowed the waste of Rabindranath Tagore in his paper, "A Vision these units to directly flow into the rivers. Simi- of Indian History", wrote: larly, the urban centers and small manufacturing I love India, not because I cultivate the idola- units have been allowed to freely pass on sewage try of geography, not because I have had the and other wastes to wetlands and rivers. As a re- chance to be born in her soil, but because she has sult, several of our rivers and wetlands which saved through tumultuous ages the living provide life systems to people living on its banks, words that have issued from the illuminated have been heavily polluted. Even most sacred of consciousness of her great sons. our rivers, the Ganga which provides life sup- This was achieved because of oral tradition port system to millions of Indians and plays wherein the teachers passed to their students the great spiritual roles in their lives, have been pol- texts which they themselves had received from Session I. 21 their masters. The guru-shishya parampara peace and progress in the world. These three lights (teacher-student tradition) was a significant insti- are those of Democracy, Ecology, and Culture. tution that covered the entire gamut of creative Spread of democracy has meant that in the fu- activity, namely religious discourse, history, ture local, regional, and global issues will be de- dance, drama, poetry, painting, and sculpture. In cided through dialogue and debate. The triumph this process, the learned mind renewed the sa- of democracy has also aroused hope that the next cred texts in the light of new social, religious, and century might be less destructive than the present economic realities as the guru was required to in- one. The environmental movement has already terpret the scriptures to find answers to emerging brought into focus various shortcomings in our problems. The development of writing manu- development programs. The imperatives of relat- scripts, followed by the technology of printing ing culture to development is being increasingly books and journals, and today the storage of clas- recognized. Among the factors which have con- sics in computer software have ensured that we tributed to the continuity and richness of our cul- do not lose anything of the past. However, the re- ture, the most important one is our plural newal that occurred through dialogue in the old character and its creative diversity in the realm of tradition is not a part of computer software. ideas, languages, forms of worship, architecture, Meanwhile several fundamentalists are quoting agricultural practices, dress, handicrafts, medi- scriptures to keep the women and poor don cine, industry, science, and instruments of pro- stwpoor aown duction and consumption. and make bids to undermine the rule of law in of th wol. Wha isncsar.st In 1977, I wrote a paper on culture and admmn- some parts Of the world. What iS necessary is to istration, wherein I had held that culture is free a thought from specificity of its context and to help what is imminent in that thought to p emerge in the new context in order that it meets As expressed through language and art, phi- the social intellectual requirements of the present. losophy and religion, education and science, This conference is a dialogue for both renewal filnlrs and newspapers, radio and television, so- cial habits and customs, political institutions and commitment. and economnic organizations, culture heightens The interrelationship between culture and de- the skills of an individual and a society in its to- velopment was not fully appreciated by the plan- tality in all walks of life because it is by culture ners in most of the developed countries. The that a man or a society gets an insight into the need to fight vigorously against illiteracy and whole. Culture includes not only art, music, dance, and drama, but a whole way of life. In communalism and also to work simultaneously part, culture is sanskriti, or a process of refine- toward providing opportunities for employment ment. It is in this brooder sense that culture has generation, was not adequately emphasized. to be viewed. And yet, as this century comes to a close, and a A number of scholars and civil servants had new millennium begins, we clearly see two im- then told me that I had misused the word cul- portant developments. ture. I still hold to my opinion because for me the The first relates to shift in values in respect of term culture, in its most comprehensive sense, determinants of status of the country. In the post refers to the diverse creative activities of a peo- cold war era world, the market has displaced ple-to literature, to the visual and performing military strength as the primary index of power. arts, and to various forms of artistic self expres- And it is my contention that culture has emerged sion by the individual (specialist or lay) or by as the third most important force. The emergence communities. These activities give a sense of pur- of culture as an important variable along with pose to human existence and, at the same time, market and military in determining the position provide the reflective poise and spiritual energy of the country within the comity of the nations in so essential to the maturing of a "good society". I determining the position of the country which also hold the view that when an artist is involved has to be taken note of both by planners and do- in reflective activities, even in the solitude of his ers of development. home or in the workplace, he is not alone. His The other significant development is the emer- mind is activated by what happens around him gence of three powerful lights which if properly and his creativity has an element of that. When nurtured could make the coming century an era of his work is shared with society, it influences 22 Culture Counts events in the wider community outside his home works of national and global value and very little or workplace. about their own village or town unless they live Art has essentially been an inherent human in New York or Washington D.C., New Delhi, or technology for expressing consciousness in mat- Cairo. What is needed is to make them aware of ter. Artists have created objects, rituals, and envi- their own local environment in terms of the ronments not only for subjective expression, but memory of their society, natural habitats includ- also as homage to the creator, to ensure harmony ing wetlands and works of people who have con- with nature and to promote the well-being of na- tributed significantly to their own villages and ture itself. In this thought process, trees are sa- cities. The works of local people-particularly cred, earth is sacred, water is sacred, and above peasants and artisans, poets and painters, teach- all, the environment is sacred. The role of an art- ers and doctors whose contributions are valuable ist therefore is to create a sense of reverence and to lead a good life in terms of production pro- beauty among the people. cesses, healthcare, upbringing of children and Culture is a dynamic variable, enormously po- values of family life-need to be disseminated. In tent and influential. When it is articulated in a Sanskrit we call it Lok Vidya or people's knowl- manner aimed at achieving an objective, it re- edge and in this knowledge lies the potent and leases the dormant energies of a community. It is not yet fully utilized sources of strength of the thus comparable to energy and power, and has a people to help solve the basic problems of the so- similar place vis-a-vis development projects. ciety and to provide a new meaning to our lives. Culture also provides an objective to develop- But it needs to be imbibed and its capabilities ment. It makes it clear that there is a close rela- aroused. tionship between spiritual, cultural, social, and The sharpening of cultural consciousness economic problems of a community. The new de- would help serve a greater role for musicians, velopment paradigm must therefore be holistic painters, poets and other creative persons in our and consistent with the spiritual traditions of the development programs. In the world of tomor- people. The belief systems of animists as well as row men and women of culture should have a believers in various religious faiths hold natural greater voice in our affairs and a painter or a poet objects as sacred. Consequently, the culture and with social personality would be as important as lifestyles that evolved did not exploit the natural a politician or a soccer player. resources without concern for their sustainability. The second aspect relates to good governance. The development experience has given us two In my perception, no sustainable development is critical lessons. The first relates to the fact that possible without good governance. In a resource while economic growth is essential, it is not suf- starved society, contractors and middlemen in ficient either for poverty reduction or sustainable various parts of the world have come to control development. The other experience tells us that the resources with the help of politicians and while we cannot manage our affairs without civil servants and use it in a manner which gives technology, technology is not in a position to them maximum benefit irrespective of consider- solve all our problems. These two lessons de- ations of social costs. mand that we have to make vast changes in our The major threat to monuments and ancient consciousness and behavioral patterns and the urban centers emanate from the rapid growth in guidance in this behalf would come from culture. population, and growing urbanization and in- How do we relate culture to development pro- dustrialization. As is well known, several of the grams? Many things have been said and written world's well-known monuments were intended in this behalf. I would like to offer three ideas for as homage to the Creator. In the very nature of consideration. things a massive and/or uncontrolled entry of The first relates to culture awareness. Involve- tourists would go against the sacredness of these ment of young people in this task is a pre-requi- monuments. Yet, tourism is necessary, both for site as much as enhancement of their knowledge economic development and also for sharing cul- of things around them. My interactions with chil- ture and values among the people. A sensitive dren in different places have revealed that on ac- tourism policy with emphasis upon proper up- count of textbooks and also electronic media keep of monuments would be necessary. A large information, they know more about creative number of temples, mosques, churches, syna- Session 1. 23 gogues and stupas are being encroached upon in the dual recognition that cultural activities can the name of religion for commercial gain. The de- and should be rationally managed and adminis- struction of monuments for commercial gain is tered and that new alliance must be formed be- not a new phenomenon. The famous Taj Mahal tween public and private sector, between the of India was on the point of being destroyed for state and civil society. the value of its marbles and sent to the United In India, we felt the need to involve civil soci- Kingdom by the then Governor General of India, ety in the task of conservation. It is in this back- exactly 100 years ago. While such vandalism has ground that I had the privilege of conceptualizing stopped all over the world, the smuggling of art and setting up the National Culture Fund in my objects still persists. The intervention by interna- country. The underlying principle for the Fund tional organizations and strict enforcement of was that it would be possible for a donor to iden- laws by national governments are an absolute tify a project for funding and also an agency for must to stop this illegal trade. the execution of the project. The authorities of the In most of the developing countries, the man- Fund will respect the choice of the donor unless agerial capabilities of various organizations en- there are valid reasons not to do so. The Fund it- trusted with the responsibility of services to self will have on its Standing Committee, a major- heritage sites, museums and art centers, libraries ity of nonofficial members drawn from different and archives are suffering for want of organized walks of life in the realm of culture, the corporate national-level services. Global organizations like sector, private foundations, and the nongovern- the World Bank and UNESCO should come for- mental organizations. The work of the Fund ward to assist the national governments for set- would relate to a specific site or to a specific ting up these services at the national level and for project with donor participation if the donor is so imparting training to its members. This will im- willing. This will help open areas of cooperation prove the quality of management of cultural or- and participation of the local community in the gaprzations and availability of a team that is decision-making process, as well as in implemen- enthusiastic, competent, and innovative would tation of programs. Such an approach will also entusiastic, competen and inoative wroul help not merely in the utilization of scientific ensure better cooperation rom creative persons skills and technical knowledge, but will combine as well as the civil society. this with local knowledge and traditions which The third aspect relates to people's participa- form an integral part of India's intellectual leg- tion. There are certain development programs acy. This is essential as the efforts of protecion which cannot be fully achieved unless it becomes can only be ensured within a social order that is a cultural challenge. In several developing coun- profoundly aware and proud of its individual tries including India, it is my belief that if re- and collective responsibility. moval of illiteracy becomes a cultural challenge It is not possible, in our development para- of the civil society including that of the faith or- digm, to support the concept of art standing ganizations and NGOs, the objective could be at- apart from social life. Art has to be an active pro- tained at a much faster pace. cess in the movement of history. An artist, Similarly, people's participation would be whether writer, poet, painter, sculptor or film- necessary in conservation of our heritage. The maker, invariably sees his/her work as a dia- scale, diversity, and historical depth of our heri- logue with the wider issues of life. Poets and tage in terms of monuments, forms of art and scholars have repeatedly said that the greatness music, dance and drama, as well as manuscripts of art cannot be determined by form alone. It can require financial support of a massive nature and be judged largely in the light of its alliance with care from people. Unfortunately, the govern- great ends, with the depth of its note of revolt, ments in several countries allocate very meager with the extent of hope in its. Thus, there are cer- resources to cultural activities in their budget. tain interventions which we need from the world Even this small amount faces drastic cuts when- of culture to allow our democracy and develop- ever austerity measures are launched by the gov- ment processes to continue and grow. Such inter- ermnents to mop up their resources or to tide ventions are possible through layers of creative over a financial crisis. Fortunately in many coun- mediations where myth, history, memory, and tries, both industrialized and developing, new contemporary experience merge to create aes- funding mechanisms are being devised, based on thetic statements on unity and democracy. 24 Culture Counts There is widespread concern about our devel- Abdelbaki Hermassi opment profile and future of civilization among Minister of Culture, Tunisia perceptive people. Vaclav Havel says that just as the benefits of civilization are global today, so are THREATS TO CULTURE IN DEVELOPMENT: A all the dangers of that civilization, be they eco- NATIONAL PERSPECTIVE nomic, social, demographic, ecological, or any other. This completely new circumstance makes It is a great honor and pleasure for me to take new demands on the human spirit. It demands a part in this conference on culture held in the completely new type of responsibility. While prestigious city of Florence. City of Machiavelli, giving the key note address last year on Sustain- the father of modem political thought; and cen- ing Culture and Creative Expression in Develop- ter of Renaissance art and culture through which ment, Elie Wiesel had categorically stated that the Italian model of secular patronage penetrated the thirst for culture is as strong as the hunger for Europe; helped in this by its banking and finan- bread. In several conversations that I have been cial circles since the 1 century, Florence sym- privileged to have with the Dalai Lama, he has bolizes the politics, culture, and economy with always emphasized that while several mistakes which we are concerned here. that we have made in our developmental field Holding a conference on culture today, at a may not be fully reversed, we must use the time when the world is going through decisive present better and plan appropriately for the fu- and even serious economic and financial changes ture and toward these goals our guidance should shows that the leadership of the World Bank sees come from our cultural values of truthfulness, culture as important and wishes to work hand-in- non-violence, and compassion. He would speak hand with UNESCO, with the precious collabora- about the way in which Gautama Buddha and tion of Italy, to hold a discussion at international more recently Mahatma Gandhi have shown the level on culture and sustainable development way, and that we must strive with earnestness in To talk today about how development threat- that behalf. ens culture is important, but it is not really an un- The moot question is posed by the Polish poet precedented proposition. Nobody can be Wislawa Szymborska in her poem, "The Cen- unaware that from the beginning industrialism tury's Decline": and capitalism were associated with what Max How should we live? someone asked me in a Webber already called the disenchantment of the letter world. I had meant to ask him Development later on in the middle of this the same question. century with decolonization was recognized and Again, and as ever, linked to economic growth with an obvious ne- as may be seen above. glect of social and cultural factors. One also has the most pressing questions to recognize that from the 1970s on, through the impetus of the United Nations Development A comprehensive answer to the question Program, more attention started being given to which is the basic theme of development -How cultural and social features. Thus, instead of a should we live?-lies in the realm of culture. model imposed from the outside, a new idea arose, according to which development should be recognized as an indigenous process, encour- aged by the setting up of political, financial, and legal elements that would be favorable to eco- nomic initiatives. But the enforcing of structural adjustment pol- icies since the 1980s witnessed a return to the pri- macy of economics once again. This had obviously been beneficial, with regard to the so- cial and the economic aspect, but had most harm- ful effect regarding social costs. Today, globalization and the quickening pace of change mean that dangers are more sharply Session L. 25 perceived. Things have worsened to the extent Heritage, seen as essential to the Tunisian char- that it has become difficult to equalize develop- acter, is a factor in sustainable development and a ment and the protection of culture and identity. vital part of humanity's cultural heritage. Several There is a noticeable, growing imbalance be- measures have been adopted to protect, utilize, tween the developing and the industrialized and conserve historical heritage, including the world. 1994 adoption of a code of archeological and his- We are more aware today under the leveling torical heritage and traditional arts, and the 1988 effect of globalization, that societies-especially creation of the Agency for Valorizing Heritage new societies-are losing a set of traditions, us- and Promoting Culture. This agency was estab- ages, crafts, and centuries-old skills and know- lished to recycle all revenues coming from tour- how. This is actually the fabric of society as we ism and return them into world heritage and know it. This makes our societies vulnerable, vis- patrimony, whether into research or conservation. a-vis advanced countries. The accumulation of A national plan to boost cultural tourism has advantages, including advanced countries' con- been introduced. Tunisia considers tourism im- trol of new communication and broadcasting portant in strengthening intercultural dialogue technologies, is certain to deepen the gap be- between people and contributing to conservation tween societies and to engender resentment and activity and cultural and natural heritage. Addi- polarization. tionally, the investment code holds out various We believe that resentment and polarization possibilities, giving cultural project pride of place. can be thwarted by introducing a strategy on an As for creativity and the cultural industries, international-scale which takes certain facts into many steps have been taken. A policy of support- consideration: That development makes sense in ing and encouraging the production and use of a cultural context that affects it and contributes to intellectual property has been started. A legisla- its shape; and that human networks are crucial tive framework now protects creators, and moral for exchanging knowledge and culture. Develop- and intellectual rights. At institutional level, a ment can only be sustained autonomously at Tunisian body for copyright protection was set both local and planetary scale through partner- up in 1996 to support steps taken to protect the ship cooperation that capitalizes on the culture of rights of creation and entitlement. each human community to create a vector of Tunisia is striving to boost classic cooperation multiculturalism in which diversity is respected. and elevated cooperation to the ranks of partner- There should be a support strategy for the devel- ship. Now, Tunisia will negotiate with its tradi- oping countries in order to allow them to protect tional partners in terms of mixed projects, where and make the most of their culture if it is to be- both sides commit themselves by operators, cap- come a stimulus for development. ital, and technology. This type of partnership be- With regard to Tunisia, we have not been totally comes the basis for integral development that is unprepared for the changes that have taken place co-development. in the world around us. We have not been influ- Tunisia, finally, is linked to a great many enced by the ebb and flow of these changes accord- friendly, sister countries by intense international ing to simply exogenous factors. Tunisia benefits cooperation. This is particularly so with those from its leadership, a leadership that is gifted with countries having historic ties with Tunisia. wisdom and imagination to realize that culture is Through cooperation with Italy, for example, we of the essence. Tunisia holds culture dearly and exchange a model partnership and choices that has places it at the heart of its development strategy. led to triangular cooperation with the World Bank. The societal project-instituted in my country We hail the new approach for utilizing com- since the political changes of November 7,1987- puterized cultural maps in the Ministry of Cul- starts from the theory that culture is a basic ele- ture as a means to deal with and negotiate with ment in every person's life and that development developers. We also hail the magnificent future possesses a vital cultural dimension. Culture is, conservation project for the Roman aqueducts of therefore, a decisive part in every human enter- Zaghouan. Tunisia can boast of being among the prise and in every society. Integrating our heri- forerunners of this approach. And I must say how tage, in all its various aspects, must be part of the greatly I hold in esteem the cultural cooperation economic and social development strategy. in which Tunisia has been engaged with Italy and 26 Culture Counts the pioneering role Italy is playing in this field at errnent and to the World Bank for their kind in- international level. vitation; indeed, another illustration of the I cannot end without expressing my warmest excellent historic tie and profound friendship thanks and deepest gratitude to the Italian gov- that binds them and Tunisia together. Session II. The Role of Culture in Sustainable Development Session II sets the analytical and theoreticalframework, by addressing issues relating to the following: * Culturefrom an economic, anthropological, and social perspective; * Extent to which cultural values relate to economic development and contribute to the wealth of nations; * Contribution of national and local cultural industries to employmentgeneration and social cohesion in developing countries; * Promotion of "progressive" cultural values. Session II was moderated by Faisal Al-Rfou'h, Minister of Culture, Jordan. His comments can be found in Appendix A. David S. Landes tween the genders, between rich and poor, the re- Professor Emeritus, Harvard University ligious beliefs and relations between different United States faiths, the attitudes toward work and play, the value placed on different kinds of activities. Be- WHY SOME ARE SO RICH AND OTHERS SO POOR: cause these things, as we will see, have a lot to do THE ROLE OF CULTURE with how rich and poor a society is. So, I am not going to touch on culture in the ar- T Nhank you for inviting me to speak here. I tistic and intellectual sense. Such culture can can tell you what a privilege it is, but in all serve as treasure, consolation, diversion, self-glo- T fairness to you, I have to warn you that rification, a source of salable goods, including probably most of you will not be interested in tourism. But its implications for development what I have to say. The present collaboration and wealth are usually secondary. I say usually here of UNESCO with the World Bank tells us at because one knows of societies in which the ex- once that culture as used here has a wider con- penditure on construction of monuments, I cept that includes its higher manifestations. And think, particularly on Egypt, absorbs a large we have a definition that was read by share of the resources of society, including labor Mr. Wolfensohn in the pamphlet, "Culture in that was linked to the dependency on slavery Sustainable Development," in which it is indi- and forced labor. This is the kind of thing that cated that culture includes arts, language, litera- can kill people and animals. So I want to look at ture, popular practices, etc. this other kind of culture what I might call "low My working definition of culture is different. I culture." We all share it. am concerned with material performance, the I want to start a thousand years ago because production and distribution of measurable the big changes that have taken place in the wealth and well-being in a given society. And for world and its material condition date back to the this purpose, I define culture as the sum and the millennium a thousand years ago. At that time, interaction of the values and attitudes of a most people were engaged in supplying food, group-thus the aspirations and ambitions of the cultivating the land, taking care of livestock, fish- members of the group, the relations between the ing, whatever. There were a few who were en- members, between old and young people, be- gaged in craft, there was some trade; but if you 27 28 Culture Counts wanted to become rich, you took, you grabbed, ferent from the rest of the world, and in this par- you extracted it from the mass of the population. ticular instance different from Asia, where the This was the ruling elite and there was more to rule is you could take what you wanted. In Eu- the taking than to the making. rope, it is the rule that not only did he have to In this world, there were different levels of give back but he suffered for the taking. performance, there were centers of activity, and Now these distinctions, third point that I more backward centers. Maybe the richest and would make, between Europe and Asia. Let's most active center was China, a highly inventive take China-this great center, this advanced cen- society with a large population and large volume ter of civilization, of invention, of wealth. Well, of trade, division of labor, and the like. Indeed, something happened in China. Some people there was another center, the Middle East. Eu- would date it from the Ming Dynasty, we are rope, by way of contrast, was essentially a fron- talking 16th or 17th century. Some people would tier society. It had boundaries that opened on take it earlier, the Wang Dynasty, 13th century. If forests. It was a late developer and because of you ask the Japanese, they blamed the Mongol these forests, it was not until the technology of rulers of China whom they feel wanted to iron and steel had advanced somewhat that it weaken China so as to protect their own brothers was easy to clear the hardwood trees of Europe. on the Asian step. But I've never heard that be- Africa was far behind, a victim of pestiferous cli- fore outside Japan. Whatever the reason, what mate; the kind of climate made labor distinctly happened was that the great series of Chinese in- disagreeable that led to extensive recourse to sla- ventions seemed to stop. We are talking about very or the abusive exploitation of women by major things, may be the most spectacular was men. That's the first point I want to make. the invention of printing. But even beyond that, The second point. Where does Europe come the wheelbarrow or porcelain or paper. All of from and how does it make such extraordinary these things go back to China. gains? Because it's Europe that leads the way to Europe, by comparison, was a learner. It is ter- a new kind of world. I have to tell you that not ribly important to be ready to learn. And this everybody agrees with that, and that's a very po- learning combined with the growing interest in litically incorrect thing to say, but it happens to invention, to make the Europeans in increasing be the truth. Europe was the beneficiary, ironi- numbers see the world as one in which they were cally, of its political fragmentation in the compe- getting better and better off. And that, I have to tition that resulted. tell you, was a revolutionary notion because ev- When I was a student, I was taught to weep for erybody traditionally, including in Europe, used the loss of ancient Rome, but that was the best to think back as some kind of lost Golden Age. thing that ever happened to Europe. The fact that And now for the first time, the succession of new it was a competitive system of kingdoms, duch- knowledge and new ways of doing things made ies, and different forms of states; and it was rela- Europeans in increasing number think that they tively important to treat people better because if were smarter than their ancestors, their prede- they were not treated better, they would go away cessors, and that their descendants would be and go to some other place. And this tendency smarter than they. was reinforced by initiatives from below, the for- I can't talk about the European inventions of mation of autonomous communes with great this period. Some of them came from China, but emphasis on personal liberty. This was the kind the Europeans improved them. I think of gun- of competition that encouraged new ways of do- powder. Europeans invented for themselves, ing things and making things. All of these were which is easy to overlook. The eyeglasses. Just reinforced by a relative scarcity of labor that is about everybody in this room uses some kind of characteristic of frontier societies and reinforced visual correction; it is a biological thing, it comes by a great appetite which we may call simple around the age of 40. It doesn't matter where you greed. The Europeans were very greedy and they come from, how rich you are, what color you are, never had enough. you all need help with your seeing from about 40 Along with these, the most particular institu- on. The Europeans invented eyeglasses. At the be- tion that I would stress here was the precocious ginning of the 13f century, we have eyewitnesses recognition of property rights. This may be dif- to the invention. I won't go into all the details, but Session It. 29 this was extraordinarily important simply be- tion. Yes, the Mediterranean is ahead of northern cause it more than doubled the effective working Europe. But about the 16th century with the Prot- life of anyone doing close work-reading, writ- estant Reformation, the center of gravity of Euro- ing, the use of instruments. It is not an accident pean knowledge, innovation, research, and that in subsequent decades and centuries, the Eu- enterprise moves north of the Alps in the ropeans made use of instruments to an extent Pyrenees into northern Europe. Part of this is due found nowhere else in the world. to the Protestant Reformation. I don't have time This sort of thing has given rise to some un- to talk about it. But, let me say that the attempt to happiness among, what I may call, China lovers. minimize this significance doesn't impress me in There are people, not so much in China but out- the slightest. Why? Because it turned out a new side in the West, who feel that China was really kind of person. It wasn't simply that there way ahead. Believe me, it's all nonsense. The Eu- weren't entrepreneurs before, that there weren't ropeans started very early, already in the llth merchants, that there weren't rich people. It was century. Glasses appeared in the early 13th cen- that now you had people who lived to work tury. Navigation, which tested on astronomical rather than worked to live. The great majority of data that the Europeans got from the Middle East the people in this world, if they could get work, but improved on, came about in the 13th and worked to feed themselves. A small elite lived to 14th centuries. work, enjoyed the work so much or felt so obli- We are talking about a very early advance that gated to it, that that's what it was all about. And put Europe ahead. So that when the world these people of the Reformation developed per- opened up around 1500 and you have Christo- sonalities as reflected by their type of work. I pher Columbus crossing the Atlantic, and Vasco have to tell you, these people were humorless; da Gama and other Portuguese navigators going you wouldn't want to be that way, really. Or around Africa, and eventually the Spanish cross- maybe you would. But in any case, it made for a ing the Pacific, it's all a European story. higher productivity. Contrast the Chinese in the first half of the I want to talk rather about the anti-Protestant 15th century. They sent fantastic fleets around the reaction because this is what cost southern Eu- Indian Ocean and into the Pacific, with ships big- rope so much. This was the not the affair of a mo- ger than anything the Europeans could imagine, ment. I'm talking of what the economist calls but they never got into the Atlantic. The first Chi- past dependency. You make a decision and nese ship to go around the Cape of Good Hope you're stuck with it for a long time. So, we're and into the Atlantic and go up to Europe comes talking 400 years of retreat. What was the deci- in 1851 with the British great expedition of that sion? The decision was to close off southern Eu- year, 1851. The Europeans had been going into rope from northern Europe. To ban the books, to China seas for 350 years. So, that was the third ban the people, to ban the ideas as heresy. The re- point, the difference between Europe and Asia. sult was southern Europe slept. Southern Europe I can make similar comments about Europe went backward. Southern Europe lost its leader- and India, Europe and the Middle East. Europe ship. It was northern Europe that was now carry- leams from all of these. The important thing is ing the whole thing. that when these Asian giants had a chance to Now, this reaction of refusal and denial is not leam from Europe, they didn't learn, they didn't simply an example taken from this 16t century emulate. The Chinese said it quite explicitly, experience. It is very common historical behavior "you have nothing to give to us. We have every- and collective behavior in the affairs of nations thing you have and more. If you invented it, we and the affairs of individuals. Denial is an easy invented it earlier." So, when you have this atti- way out. But it's expensive. In the affairs of na- tude, you just stand still. But you lose relatively. tions, I think of the Islamic Middle East which The fourth point, Europe is not a homogenous felt that somehow that history had gone wrong, unit. There is in Europe a distinction between which remembered when it was on top and felt it south and north. One of the speakers this morn- should still be on top. I even see signs of it in to- ing made much about how important the Medi- day's Japan. terranean was. Well, the Mediterranean is very So, this is a major problem and one not unre- important, especially in French historical tradi- lated to the program of cultural enhancement 30 Culture Counts that we were talking about earlier today and is not going away tomorrow. This process of glo- which is one of the themes of this meeting. Be- balization is an old story. It goes back at least to cause it's one thing to promote culture and iden- the 16t century with the opening of the new tity, and it's another thing to think that people world. It is a highly selective process. On the one can become productive in a material way with- hand, the most successful emulators are joining, out changing. The Europeans had to change, the are converging with the richer nations. On the Asians are changing, and there's no one in this other hand, the split between the rich and poor is world who's going to start making lots of shoes growing all the time. There's only one answer to and cars and so on without giving up a lot of pre- all this. It means education and it means starting cious culture. very early, before the school years. In addition, I have to say that the assumption Lots of countries are pleased to note that there from what I heard this morning was that all cul- are new factories, that the Japanese have set up tures were equally worthy and worth preserv- auto manufacturing plants in Thailand, that ing. I'm sure that is absolutely true. But I must they're making watches in Malaysia. That's very tell you, they are not all equally suited to success- good. It makes Malaysian product bigger and ful high productivity in a material sense. They Thai product bigger. But the day these places can may be spiritually equal or even superior. They no -longer provide labor as cheaply as another may get people to heaven faster. But they will not place, there is nothing to prevent the outside make faster cars. Indeed, I would argue there are country from simply pulling out. True autonomy cultures that I would call "toxic" cultures. I re- comes only with a level of education and knowl- peat, toxic cultures which handicap the people edge that enables you to learn from others, who cling to them. They may get all the consola- change what they've told you, improve on what tion they want from this, but it handicaps them in they've told you, and invent your own things. As their ability to compete in a modern world. of now, there are only a handful of centers in the Well, if I had more time, I would talk about the world that can do this and this is the big task of way in which the south, north, or north-south in- the future. Not simply to equalize income but to put in Europe was repeated in the new world, in equalize autonomy and the ability to compete in the Americas. So, you have Latin America versus the world on your own. Anglo-European North America; and even in North America, between the northern colonies and the southern colonies. And, Latin America, with such advantages as it has had, but has not kept up. There has been major cultural impediments to change. There has been an unequal distribution of wealth and the culture that has supported it. There has been extensive machismo and ma- chismo is poison. I have to tell you, that's what I mean by toxic culture. Every society has its share of machismo. But it varies from one society to an- other. Some are much more extensive than oth- ers. Now, I don't have to tell you that if you exclude one-half of the population of the human race from effective contribution to production because they are not allowed to work in public places or whatever, you are losing a large share of potential productivity. We now find ourselves in a world of globaliza- tion and everybody is looking forward to para- dise on earth. We are all going to have enough clothes to wear and enough food to eat and so on. Yes or no? You heard about poverty and poverty Session II. 31 Mario Rietti or environmental adaptation and change is that President, COFINSA although the environment does not determine Honduras cultural change, it permits, sometimes encour- ages, and prohibits the acquisition or use of cer- THE ECONOMIC, ANTHROPOLOGICAL, AND tain cultural characteristics. THEIAL PECoNO CTIVE, ANTHROOLOCAL, AHistorically, Central American economies have SUSTAINABLE P PECVE:CULOPMNTUE IND Csuffered from a combination of practices and cul- AUSTAINABLE DEVELOPMENT IN CENTRAL tural attitudes which have been called 'crony cap- italism". Unlike a true free enterprise system, Culture is a link between environment and sus- which rewards work, savings, investment, risk- tainable development. Since our nations of Cen- taking, and entrepreneurship, this pseudo-capi- tral America come from a long tradition of talism stresses control of economic activity by the concentrated power and paternalism, the ex- state on behalf of favored sectors or individuals. change and analysis of this session sets the analyt- The result has been twofold: the economies have ical and theoretical for the role of culture within failed to become as productive as the natural en- the Central American Alliance for Sustainable ergies and talents of their people, would other- Development. The opening keynote speeches and wise suggest, and capitalism has been discredited the first session provided an overall assessment of as an unfair economic system where a few gain a new comprehensive development framework power and wealth while the great mass of citizens and the importance of poverty reduction and cul- enjoy very little upward mobility. ture in sustainable development programs. This result of a distorted capitalism must be The Central American Alliance for Sustainable corrected if there is to be any chance for a long- Development was adopted by the presidents of term economic growth and political stability, rec- Costa Rica, El Salvador, Guatemala, Honduras, ognizing the right of economic initiatives and the Nicaragua, and Panama; and the prime minister free exercise of entrepreneurial activity with of Belize in Managua, Nicaragua, October 12, equal opportunities in the market place. Also, the 1994. The specific objectives and commitments of existence of high levels of poverty and social in- the Alliance for Sustainable Development were justice in Central America make the issue of eq- implemente in Tucinablp Heveonduat wcto uity one of the main concerns of the next implemented i Tegucigalpa, Honduras, Octo- .millennium. ber 25, 1994, at the International Conference on The global economy has moral dimensions Peace and Development in Central America. and human consequences, taking into account The Role of Culture from an Economic, that humans are the subject and object of eco- AnthRopoleogiCalturefrandSocial PErspctivinomic development. In Central America, society entral America has a moral obligation, including government ac- tion where needed to ensure equal opportunity, All human societies have been curious about meet basic human needs, and pursue justice in how their customs originated and what the dif- economic life. ference between their own culture and that of According to Pope John Paul II, the Catholic neighboring societies might mean. The problem tradition, which prevails in Central America, of making cultural anthropology scientific is part calls for a "society of work, enterprise and partic- of the new research and fieldwork in economic ipation, which is not directed against the market, development and anthropology. Within this con- but demands that the market be appropriately text, applied studies offer the nearest approach controlled by the forces of society and by the to the controlled experiment in the social sci- state to assure that the basic needs of the whole ences, putting differences between the theoreti- society are satisfied". (Centesiumus Annus, 35) cal research and the technical investigation. The major social challenge in Central America Any social cultural system existing in a natu- is to overcome extreme poverty, ensuring human ral habitat and, of course, this environment ex- development, and satisfying basic human needs erts an influence upon the cultural system. with a sustainable management of natural re- Customs, beliefs, tools, techniques, folk tales, sources. From an economic, anthropological, and dress and so on, may diffuse from one people or social perspective, the region's sustainable devel- region to another. The present view on ecological opment depends on overcoming obstacles such 32 Culture Counts as imbalance in patterns of production, consump- with those commitments in environmental and tion, and human settlement; high population natural resource matters as an intergenerational growth, and increased levels of poverty. Poverty responsibility. Also, following Agenda 21, the is not only a manifestation of serious backward- governments agree to integrate the National ness, but also one of inequality, which is an obsta- Councils of Sustainable Development with rep- cle to harmonious conciliation and national resentatives of the public sector and civil society, integration and is a potential threat to democratic creating the Central American Council for Sus- coexistence and firm and lasting peace. tainable Development, composed of the Presi- Therefore, creating sustainable production dents, to link the regional element of integration, and consumption patterns has become a corn- harmoniously and coherently with national ob- mon concern from an economic, anthropological jectives and priorities. and social perspective in Central America. Ap- Also, in the Presidential Summits of Santa propriate policies organizational strategies must Cruz, Bolivia, and Santiago, Chile, the Central be developed to promote, protect, and make American presidents, together with the chiefs of sound use of the cultural and natural wealth of state of all the Americas, conscious of the chal- the region, ethical values that contribute to lenges that globalization implies, adopted an strengthening sustainable development, and ed- agenda of institutional reforms for sustainable ucation on the care and sustainable use of natural development, transparency and public participa- resources. tion as part of the democratic process. The Declaration of Santiago, Chile, and the for Sustainable Development Action Plan of the Presidents of April 1998 con- for Sustainable Development tain ambitious goals for education; preservation; At the Earth Summit held in Rio de Janeiro, Bra- and strengthening of democracy, justice and hu- zil, June 1992, the Central American presidents man rights, economic integration and free trade, and the prime mninister of Belize, together with and eradication of poverty and discrimination. more than one hundred chiefs of state, took on These goals are followed by the explicit support important commitments for a sustainable devel- of the reforms of the financial, judicial, and pub- opment framework as advanced by Agenda 21. lic sectors to achieve transparency as the founda- Following these commitments, the Central tion of sustainable development. American Alliance for Sustainable Development The Santiago Consensus (the term given by (ALIDES in Spanish), an integral strategy to pro- the President of the World Bank) and its respec- mote the political, economic, environmental, cul- tive Action Plan, obligates governments to pro- tural, and social sustainability of the region was mote-with the participation of the civil adopted in 1994. society-the development of principles and rec- Within the context of ALIDES, the concept of ommendations that stimulate transparency and sustainable development is adopted as a "pro- support according to national priorities, alli- cess that pursues progressive change in the ances, and dialogues between the public sector equality of human life and which targets human and civil society in areas they consider relevant. beings as the central and primary target of devel- The Action Plan details pertinent, successful ex- opment. It is achieved through economic growth periences of the National Councils for Sustain- with social equity and changes in production and able Development and the Inter-American consumption patterns, based on ecological equi- Strategy of Public Participation with the Organi- librium and the support of the region. This im- zation of American States (OAS), among other plies respect for regional, national, and local existing initiatives that promote a greater partic- ethnic and cultural diversity, and the enhanced ipation of civil society in public matters. and full participation of all citizens, living to- Hurricane Mitch, which affected Central gether in peace and harmony with nature, not America, especially Honduras, but also Nicara- jeopardizing but rather guaranteeing the quality gua, El Salvador and Guatemala, at the end of of life of future generations." October 1998, with devastating effects, demon- The principles, bases, objectives, and instru- strated the ecological, cultural, and social vulner- ments of ALIDES tend to link commitments in ability of the region. It showed the extreme political, social, cultural and economic matters vulnerability of the poorest segments of the pop- Session II. 33 ulation who suffered the most from Mitch's dev- The Central American countries have stressed astation. At the same time, it provided important support for the CDF as an opportunity to discuss lessons to avoid repeating the same mistakes and macro and sectoral issues, improve government the need to break the vicious cycle of poverty and interaction with donors and civil society, and cultural and ecological degradation. better define the kind of programs that are Two good examples of the role of the World needed for human sustainable development. Bank in the economical, anthropological, and so- To achieve effectiveness in reducing poverty, cial perspectives of cultural and sustainable de- the CDF matrix, as a holistic approach to develop- velopment in Central America, are the holistic ment based on country ownership and partner- approach of a Comprehensive Development ship, needs to integrate the activities of partners Framework and the Interactive Environmental in the development process with the pre-requi- Learning and Science Promotion Project (PRO- sites for sustainable development and poverty al- FUTURO) in Honduras. leviation. The National Councils for Sustainable Development (NCSD) and similar entities, as co- Comprehensive Development Framework and ordinating mechanisms to bring major civil soci- the Interactive Environmental Learning and ety groups together with government and other Science Promotion Project (PROFUTURO) of economic actors, can play an important role in Honduras implementing the CDF, developing multi-stake- During the 1998 Annual Meetings of the World holder approaches on a comprehensive, transpar- Bank and International Monetary Fund, World ent and accountable basis. Bank President James Wolfensohn called for a Although these organizations may vary new, more balanced approach to development as- widely in missions, composition, operational sistance. The new approach, as stated by Presi- procedures, and effectiveness, they are integrat- dent Wolfensohn, 'that we do not impose ing environmental, economic, and social consid- anything upon our clients, but that they formu- erations for sustainable development at the late solutions with our help" should permit us to national and regional level, bringing people to- "go beyond projects and think more rigorously gether and putting people first. on what is required for sustainable development The Council for Sustainable Development of in the broadest term". Honduras (CONADES) is implementing the As a holistic approach to development, the CDF under a long-term strategy for sustainable Comprehensive Development Framework (CDF) development as a process of national reflection seeks a better balance in policy making by stress- about the future of Honduras in the year 2020, to ing the interdependence of all elements of devel- facilitate dialogue and create alliances within the opment: social, structural, human, governance, different partners in the development process, environmental, economic, and financial. The promoting decentralization through municipal proposal for CDF dated January 21, 1999, is development councils, and alleviating poverty. based on the following principles: As a country that harbors some of Central * Ownership by the country. The country, not as- America's richest ecosystems, Honduras is fac- sistance agencies (or donor governments), de- ing serious natural resource management pres- termines the goals and the phasing, timing, sures. Central America has one of the highest and sequencing of the country's development deforestation rates in the world. In Honduras, programs. the country which has the highest forest poten- * Partnership with governrment, civil society, as- tial in Central America, most of its primary for- sistance agencies, and the private sector in de- ests have now disappeared. Also, unsustainable fining development needs and implementing agriculture and logging have provoked a de- programs. crease in rainfall during the summer and a dete- * A long-term vision of needs and solutions, built on rioration of the river watersheds due to the lack national consultations, which can engender of sustainable natural resource policies, includ- sustained national support. ing incentives for forest management. * Structural and social concerns treated equally Within the context of Honduras's sustainable and simultaneously with macroeconomic and development needs and ethnic diversity, the de- financial concerns. velopment objective of the Honduras Interactive 34 Culture Counts Environmental Learning and Science Promotion with a great artistic talent;" "We are conformists, Project (PROFUTURO), approved by the World and we do not like challenges;" "The main con- Bank in May 1999, is to encourage and expand cern is that the rich are becoming richer and the Honduran scientific, environmental and cultural poor will become poorer because of their passiv- knowledge and management. ity." However, in contrast to the admiration that The project will support the following activities: they showed for the Mayans, children were con- 1. Design and implementation of an Interac- cerned about Honduras and themselves as Hon- tive Learning Center (ILC) as an informal durans, who they have described as being educational facility focused on the social, conformists. scientific, and environmental require- Activities that will be part of the social assess- ments for sustainable development, to be ment of PROFUTURO include the following: used by children, teachers and parents * Anthropological study about what 21st cen- with exhibits on topics such as: tury children should learn from pre-Hispanic * science and technology (our world, en- cultures; ergy, cities, transport, astronomy, geol- d Analysis about the vision of Honduran chil- ogy, economic production); dren toward history, environment, education * sustainable development and environ- and science; mental managemen linke wAnalysis about the vision of Honduran chil- mental managementulinkageswit natu- dren and teachers on sustainable develop- ral disasters (natural resources, plants ment; and and animals, biodiversity); * Consultation with children, teachers and par- (the human body and communication ents on ethnic diversity and the main issues re- (the senses, cycle of life, language and lated to education, particularly informal knowledge, communication and artistic education. expression, the brain and memory); and • sustainable development practices and Strategies, Policies and Priority Areas of a New scientific knowledge among pre-Historic Agenda: The National Integrity Pledge for the cultures; Sustainable Development of a New Honduras 2. Support for capacity building of staff and volunteers of the ILC and the develop- A new Central American strategy for sustainable melunteof an the ILC communicathons str development must support the objectives of aend of an ILCcommunicationsstrategy; Agenda 21 and the Central American Alliance and for Sustainable Development (ALIDES). The J Design and implementation of a manage- Central American Council for Sustainable Devel- ment plan for archeological parks. Thentpao archeological parkso.oani onua opmnent, based on the success of the peace pro- The archeological park of Copan in Honduras cess in the area, must renew its efforts to promote is an extraordinary cultural legacy left to us by our countries' economies and achieve the inte- our ancestors, the Mayans. On the international gration of Central America in the world economy level, UNESCO declared Copan a World Heri- as part of the globalization process. So far, in tage Site in 1980, giving it a place of privilege Honduras, apparently only football teams have among the most important cultural monuments understood the importance of the globalization of the world. More than one thousand years ago process by selling Honduran players to foreign in Copan, the shining sun of the Mayan Empire teams in Europe, especially in Italy and Spain. vanished. But at the same time, a new era that Also, to avoid the mass migration of Central lasts until our days, starts always in the search of Americans to the United States of America and to lost splendor. The last archeological discoveries take advantage of the dividends of peace, pro- in the Mayan Ruins demonstrate that this city mote democracy, freedom, and sustainable de- hides secrets that do not allow us to understand velopment, new policies and strategies are how man lived. required for a successful relationship between As PROFUTURO Project Appraisal Document the United States and Central America, provid- stated on history and heritage, Honduran chil- ing employment opportunities, strengthening dren stressed the importance of the Maya culture human resources, expanding capital formation, and the Spanish domination. Children said: "The and diversifying and protecting the region's nat- Mayas were brilliant, glorious, admirable and ural resources. Session II. 35 Therefore, the strategies to reinforce peace, 4. Promotion of family as the foundation of democracy, equity and human sustainable de- Honduran society and the integration of velopment should promote sustainable eco- economic, social and cultural policies in nomic growth as the best antidote for poverty; churches, learning centers, media, civil so- strengthening the rule of law and national recon- ciety, political parties and the government. ciliation; develop productive employment 5. The conservation and use of biodiversity through small and medium scale enterprises and for sustainable development within the ob- improve economic efficiency and relieve rural jectives of ALIDES, Agenda 21, and the poverty through the expansion of basic agricul- consultative process of the Earth Charter to tural practices; ensuring the full effectiveness of reduce ecological and social vulnerability. human rights, strengthening judicial systems 6. The promotion of transparency and good and good governance, fostering transparency, governance in programs and projects that approaching in a human manner, the issue of mi- favor human sustainable development gration; expanding trade and investment oppor- through educational campaigns, systems tunities; i.nplementing a program.of sustainable of integrated financial administration, tunites; implementing a program of sustainable evlato an.oto frsls iie development that includes national disaster pre- evaluation and control of results, cltzen vention, and supporting debt relief and financial and ethics for Honduras. cooperation. 7. The fight against poverty and the follow- Within this context, the National Integrity up and monitoring the fulfillment of Pledge for the Sustainable Development of a agreements signed by the government of New Honduras was signed by representatives of Honduras, promoting transparency as the CONADES from the government, civil society golden rule in a culture of legality and and the private sector on November 26,1998, fol- good governance. lowing a broad consultation process, which took 8. The agreement of a project for the nation place during the week of November 19-26, after through the implementation and follow-up Hurricane Mitch caused tremendous disaster in of the National Integrity Pledge for the Sus- Central America, especially in Honduras. tainable Development of a New Honduras, To coordinate the follow-up of actions in sus- through CONADES, Transparency Hondu- tainable development and facilitate dialogue and ras and the National Convergence Forum. alliances within the different participating sec- 9. Encourage public participation in a trans- tors, the Pledge, putting into practice the deca- parent, effective and responsible manner, logue of President Carlos R. Flores, proposed regarding decision-making and culture in goals, principles, and actions as follows: environment and sustainable develop- 1. The moralization of the State and the dia- ment, according to the successful experi- logue between the different participating ences of the Inter-American Strategy of sectors in order to promote civic, ethical, Public Participation of the OAS and the in- moral, environmental and tax values in a tegrity systems of the World Bank and transparent manner, within an education 1.Transparency International. lie , 10. Promote conditions that permanently system oriented towards work and . strengthen the capacity and participation 2. Promote public participation in sustain- of society to improve present and future able development policies and strategies, quality of life, transmitting with our faith creating effective mechanisms that give in God and in the future of a new Hondu- credibility to the political process based on ras, the coherence and consistency of poli- ethical and moral principles. cies, programs and projects with the 3. Strengthening of the institutions and a planned strategy of a sustainable future. mechanism for the prevention and control Some of these goals, principles, and actions to of corruption, adopting the bases for a leg- the establishment of a long-term partnership are islative project on public integrity, against priorities of the Stockholm Declaration of the corruption, developed by the Latin Amer- Consultative Group Meeting for the Reconstruc- ican Bishops Conference (CELAM, in tion and Transformation of Central America, Spanish) and Transparency Honduras. agreed on May 28,1999. 36 Culture Counts Priorities of the Consultative Group Meeting for present and coming generations of the peo- for the Reconstruction and Transformation of ples of Central America. Central America (Stockholm Declaration) Public Participation and the Economics of As Mr. Enrique Iglesias, President of the Inter- CultureainiSusainabl Deeloment American Development Bank (1DB), expressed in his opening statement at the Consultative Considering that ALIDES, the Santiago Consen- Group Meeting for the Reconstruction and sus and the 10th Principle of the Rio Declaration Transformation of Central America on May 25, on Environment and Development (Agenda 21) 1999, in Stockholm, Sweden, "Hurricane Mitch establish that public participation should be provided important lessons which clearly dem- achieved by permitting everyone adequate ac- onstrated the extreme vulnerability of the poor- cess to the information and that the States should est segments of the population. The poor, living provide and encourage sensitization and partici- in high risk areas, bore the brunt of Mitch's de- pation of the people, making information avail- struction. Deforestation, cultivation of steep hill- able to all. Participatory development, an sides, and building shelters in flood plains integral part of the process of sustainable devel- provoked immense flooding and mud slides". opment, is a mechanism by which people, com- The Stockholm Declaration established that munities and countries gain voice and move the Governments of Central America and the in- towards enhanced autonomy, going from pas- ternational community have committed to a siveness or submission to negotiated action. long-term partnership guided by the priorities Considering that the Stockholm Declaration defined by the Central American countries and and the National Integrity Pledge for the Sustain- based upon the following goals and principles: able Development of a New Honduras, facing • Reduce the social and ecological vulnerability the grave crisis left by Hurricane Mitch, give us of the region, as the overriding goal. the opportunity to reflect upon and restate our * Reconstruct and transform Central America attitudes and promote a different ethical and on the basis of an integrated approach of moral conduct towards these policies, objectives transparency and good governance. and principles of the economics of culture in sus- * Consolidate democracy and good governance, tainable development, which should promote reinforcing the process of decentralization of the effective and informed public participation government functions and powers, with the by the different government sectors and of the active participation of civil society. organized civil society, through its representa- * Promote respect for human rights as a perma- tives, in order to achieve new alliances that par- nent objective. The promotion of equality be- ticipate in decision-making and work towards tween women and men, the rights of children, the transformation of the use of natural resources of ethnic groups and other minorities should and environmental protection, modifying con- be given special attention. sumption conduct and patterns that lead to a sus- * Coordinate donor efforts, guided by priorities tainable society. set by the recipient countries. The Central American Council for Sustainable * Intensify efforts to reduce the external debt Development and the NCSD, as coordinating burden of the countries of the region. mechanisms to bring major civil society groups As the President of Honduras, Carlos R. Flores together with government and other economic ac- pointed out, "the tragedy of Hurricane Mitch tors, can play an important role in implementing provided a unique opportunity not to rebuild the the comprehensive development framework, de- same, but a better Honduras." The need for veloping multi-stakeholder approaches on a com- transparency of both donors and public funds prehensive, transparent and accountable basis. and a greater involvement of the civil society in Also, the NCSD can follow-up on and monitor the implementation and monitoring the Master the fulfillment of agreements signed by the Cen- Plan for the National Reconstruction and Trans- tral American governments in different Presi- formation demands public participation on a dential Summits, promoting political reforms, new culture of sustainable development within a legislation, programs, and projects that favor long-term strategy for the challenge and pros- sustainable development and the strengthening pect of the new millennium and a better future of institutions and mechanisms to promote fam- Session II. 37 ily as the basis of our society and its integration tions. Participation may also lead to changes in in environmental, economic, social and cultural know-how skills, and the sharing of power policies, articulate economic policies with social among individuals and communities, contribut- and cultural policies in an integrated approach, ing to the achievement of greater social equity. targeting the family. A new mental revolution is needed; one that is An essential step in strengthening multi- as important as the industrial revolution for com- stakeholder mechanisms and planning sustain- municating a new mind-set. As Mr. Ted Turner, able development in Honduras and the other one of the sustainability supporters of the United Central American countries is to establish an in- Nations, has pointed out, "We need to change formation system and sustainable development public perceptions about what success really is, indicators that permit the evaluation of the state and walk more softly in the Earth. Because envi- of the nation in sustainable human development ronmental problems develop over time, it is dif- and accountability by public servants, generat- ficult for people to understand the implications, ing information and research about transparency to visualize solutions. Yet it is our responsibility in public negotiations. to take steps today that will have a beneficial ef- To make sustainability work, it is necessary to fect on the human condition in 50 and 100 years include cultural, economic, environmental, and from now." social elements in the planning of a new kind of Cultural values count in sustainable develop- progress. The fight against poverty, desertifica- ment, because global environmental problems tion, and drought through conservation and the reflect the aggregates of local action and national use of biodiversity, the sustainable management policies and principles of good practice in social of natural resources, development of alternative policies. The failure to place the economics of energy sources, and plague and disease control culture in sustainable development has led to a needs the creation of capabilities, education, corrosivematerialismintheworld'smoreindus- culture, and public awareness in matters relat- trialized countries, and persistent conditions of ing to climate, meteorology, water, and plans to depravation among the masses. take on the migration problem and transpar- The principles, objectives, and instruments of ency in free trade negotiations. the Central American Alliance for Sustainable For joining efforts to achieve regional sustain- Development are based on freedom, dignity, jus- ability in Central America, we must coordinate fice, social equity, and economic productivity. donor efforts, guided by our own priorities, in The major social challenge is to overcome ex- order to achieve a better use of technical and fi- treme poverty, which is not only a manifestation nancial resources, an orientation towards results of serious backwardness, but also one of inequal- in providing public services, the sustainability of ity. The success of sustainable development in investments and a greater accountability. Central America, and especially in my own Also, Honduras and Nicaragua, the only Cen- country, Honduras, will depend on the establish- tral American countries eligible under the ment and strengthening of the municipal struc- Highly Indebted Poor Countries (HIPC) Initia- tures responsible for community organization tive, could use the NCSD to convert debt into a and participation, as well as on decentralized so- human sustainable development fund as part of cial services that involve broad participation of a long-term development strategy consistent beneficiaries, financing resources and the eco- a long-term development strategy consistent noi of cutr v.sutialdvlpet with the CDF matrix and the priorities of the Stockholm Meeting. Public participation and the economics of cul- ture in sustainable development may involve difficulties and long processes, but it brings many benefits: the contribution of local knowl- edge to activities; greater consistency between objectives and results on the one hand, and ac- tual needs in the other; greater levels of efficiency and the creation of a sense of ownership of the activity on the part of the grassroots organiza- 38 Culture Counts David Throsby nomics has shown us something about how eco- Department of Economics, nomics and culture interact. Macquarie University The first area is the designation of the so- Australia called cultural industries as leading sectors in the economic development of mature economies in the post-industrial age. The study of the cultural THENECONOMIC DECIMENSIONSOFCULTUR: A industries began with a focus on the role of the ANALYTIC PERSPECTIVE arts. It was recognized that the arts, in the form To some people it may seem incongruous to of music, literature, drama, dance, the visual arts speak of culture and economics in the same and so on, were not some minor economic back- breath. The American economist John Kenneth water, but significant industries in their own Galbraith said in 1959 that "art has nothing what- right, making important contributions to output, soever to do with the sterner preoccupations of employment and economic growth. Some artists the economist". Yet in the years since Galbraith have felt uneasy about talking of the arts as an in- wrote these words, we have seen a growing in- dustry, feeling that to do so is to subjugate the terest in what has become known as cultural eco- creative process to the dictates of the market nomics, the application of economic theory and place, or that art is too noble and spiritual to be analysis to problems in the arts and culture. turned into a commodity. In reality art has al- Yet in the world at large the dominance of ways been a business, and to apply tools of eco- what we could call the economic agenda in na- nomic analysis to the arts is simply a way of tional and international affairs has become uni- trying to understand better how this business versal. The global economy is increasingly works. reliant on market forces as the principal means to More recently, the idea of the cultural indus- ruidelian alloncmark ofo resources as wrincl means t tries has been extended outwards from the arts to guideten allcations. Gofrreourens wtin an bothwe- embrace a much wider group of industries, in- tend nastioernmhemisphents iavebn bothewestrng cluding film, television and radio, publishing and eastern hemispheres have been deregulating an vte ei,aciecua evcsadee their~~ ~ ecnme an pnn pmres towa and other media, architectural services and even their economies and openng up markets to wnat advertising. When the cultural industries net is are see as t befs ec conpeit cast like this, we are dealing with perhaps five Bu thr is a , rea dage that thee economic elm prhp fv agenda may in some respects be at odds with the percent or more of GDP in most countries, and culualenes m aynd aomespirtions beatofds humn k, by any standards this is significant in economic cultural needs and aspirations of human kind. terms. Such a broad interpretation of the cultural Contemporary economic analysis tends to em- industries links culture with new information phasize efficiency at the expense of equity and and communications technologies, and empha- justice, and material progress at the expense of sizes the importance of having regard to the cul- the nonmaterial quality of the lives we lead. This tural content of the information revolution. And conference provides us with a unique opportu- so we can see that through these linkages culture nity to face up to this dilemma and to assert a sig- will have a pivotal role to play in economic de- nificant and equal role for a cultural agenda in velopment in the 21't century. world affairs. My task in the short time I have The second area where economic analysis and available is to point to some ways in which eco- culture interact is in the field of cultural policy. nomics and economic analysis can illuminate our Ten years ago, very few countries had even heard understanding of culture and cultural processes of cultural policy. But over the last decade gov- and can help us to make better decisions. ernments have become increasingly aware not I mentioned earlier the growth of cultural eco- just of the economic importance of the cultural nomics as a specialization in the broad discipline industries, but of the more fundamental ways in of economics. Cultural economics is an area which the cultural aspirations of people need to which has an international professional associa- be supported and encouraged through enlight- tion, holds a biennial congress, and publishes a ened government action. Cultural policies in scholarly journal, the Journal of Cultural Econom- some countries have sprung at least partly from ics, now in its twentieth year of publication. I self-interest, as in the ongoing negotiations con- want to point to three areas where cultural eco- cerning cultural goods and services in interna- Session ll. 39 tional trade. In other cases cultural policy has cultural factors affect economic performance in had a stronger focus on cultural values, more or the developing world. In the case of the Asian Ti- less for their own sake. As government budgets gers, for example, there has been considerable de- become more constrained, new ways have to be bate as to the importance of cultural differences in found for allowing the state in liberal democratic explaining some of the spectacular growth rates societies to play its essential role of fostering cul- that were seen in the region during the 1970s and tural activity, not directing it in a dictatorial way, 1980s. It is now generally agreed that no single ex- but providing essential resources to encourage planation, whether it is economic, social, cultural the free expression of creative ideas. Economic or political, is sufficient on its own to account for analysis says a lot about markets; it also says a lot the growth performance of these economies, but about how markets fail, and artistic innovation by the same token it is also more generally recog- and creativity can be a prime case of market fail- nized now that the contribution of cultural factors ure. Hence strategic government assistance to the to Asian growth has probably been more impor- arts and culture can be critical to their survival. tant than many economists originally realized. But of course cultural policy is a lot more than It is particularly significant, I believe, that the simply fiscal measures applied by the state. An World Bank is now placing such importance on institutional analysis of cultural policy would culture in economic development. The Bank is, draw attention to the emergence of new partner- as we know, one of the most important institu- ships between national governments, interna- tions in the global economy, and it depends, in a tional organizations, the corporate sector and sense, on economic processes for its existence. So NGOs, in pursuing cultural goals in an increas- the fact that it recognizes the crucial importance ingly global world. Economic analysis has a lot to of cultural factors in determining the success or offer in articulating how such partnerships can failure of lending projects in all sectors of bor- and should work. At a broader level, we have the rowing countries is especially significant. More- continuing task of persuading politicians and bu- over the Bank's acceptance that cultural projects reaucrats to lift their eyes beyond an exclusive themselves-the restoration of cultural heritage preoccupation with economic management, and and the encouragement of the cultural life of to take cultural policy more seriously, in particu- communities-are legitimate avenues for lend- lar to integrate it more closely with their pursuit ing is also to be welcomed. of economic goals. There is also a broader agenda at work here, to The third area where economic analysis can do with even more fundamental issues. It con- help to illumninate culture is an area that brings me cerns the fact that economics and the economy very close to the spheres of interest of UNESCO are not ends in themselves, but means to an end, and the World Bank, namely the role of culture in the goal of human development, where the hope the process of development, especially in the Third is that the aspirations of ordinary people can be World. In the postwar years development econo- realized with equity. The word culture in its best mists have made considerable progress in under- sense can provide a way of expressing these aspi- standing the phenomena of growth and structural rations, and so the notion of cultural develop- change in developing economies. In particular a ment can encapsulate much of what we mean by recognition of the role of human capital in eco- bringing economics and culture together in a de- nomnic growth has led to a reassessment of the con- velopmental context. The report of the UN tribution that education, training, skill formation World Commission on Culture and Develop- and other such investments make in promoting ment (WCCD) provides a thorough analysis of technological change and structural adjustment the complex dimensions of this sort of cultural within the economy. Yet an understanding of the development. In a way, it does for culture what role of culture in economic growth has been slow the Brundtland Report did for the enviromnent; to emerge in economic theory. Only a handful of but like its predecessor, it has taken a while to economists have tried to study the cultural deter- catch on. In this regard, I would recommend to minants of economic growth and to explain eco- you one of the outcomes of the WCCD process, nomic success or failure in cultural terms. But in namely the World Culture Report, now published the last few years there has been a growing vol- biennially by UNESCO, whose first edition ap- ume of empirical evidence on the ways in which peared in 1998, and whose second edition will 40 Culture Counts come out during the year 2000. This regular Re- newable and nonrenewable resources which port provides an independent analysis of culture have been provided for us by nature, so also can in development, and quite a lot of international we see tangible and intangible cultural capital- statistics on culture around the world. artworks, artifacts, buildings, languages-as the I want now to turn briefly to some more spe- stock of cultural resources provided by human cific analytical issues where I think economics ingenuity and creativity. If we define such assets can contribute to an understanding of culture. which have cultural value as cultural capital, we The first has to do with questions of value and can apply a range of analytical techniques drawn valuation. Economics has the advantage of being from the economics of asset management to their able to express values in terms of a unit of ac- study. I think there are promising lines of devel- count that everybody understands, namely opment here, especially in decision making in re- money. A set of prices for goods and services de- gard to cultural heritage. termined by voluntary exchange markets pro- Finally in this short list of analytical ideas rel- vides a ready measure of economic value for evant to economics and culture, I want to men- most of the commodities which are produced or tion the pervasive notion of sustainability. No consumed in the economic system. But when we doubt we all recall how the term sustainable de- come to cultural goods, we know that a signifi- velopment was introduced to the world by the cant component of their value arises outside the Brundtland Commission that I mentioned ear- market place, and there are no prices we can use lier, to denote development that meets the needs to obtain a direct measure of these non-market of the present generation without compromising values. This is a familiar problem in the evalua- the capacity of future generations to meet their tion of environmental amenities, and the tech- own needs. This was such a powerful idea that niques that have been used extensively in valuing the World Bank in due course adopted and ap- environmental benefits are now starting to be ap- plied the concept of sustainability throughout its plied more widely to cultural goods and services. operations. I believe that a similarly powerful So, for example, the use of contingent valuation case can be made for the idea of cultural sustain- methods and other approaches in the evaluation ability. Just as we have inherited natural capital of the nonuse benefits of cultural heritage is be- from the past, so also have past generations be- coming more widespread. These developments queathed to us a priceless legacy of tangible and will continue to be of particular importance in the intangible cultural capital, not just paintings and assessment of heritage projects and in the alloca- buildings and monuments, but literature, music, tion of scarce funds for the preservation, restora- the languages we speak, the customs which iden- tion and re-use of heritage buildings, sites and tify us and which bind us together as civilized locations. human beings. We have a responsibility to care Economists need to be aware, however, that for our culture that is no less demanding than the these techniques are only aids to decision mak- responsibility we have to care for the physical en- ing. There may be some values of cultural heri- vironment. Economists can make a contribution tage which cannot be reduced to economic terms here by helping to transform the concept of sus- and yet which may be of considerable signifi- tainability as applied to culture into an opera- cance for decision making. A Forum organized tional reality. The research project at the Getty last week in Rome by ICCROM addressed some Conservation Institute that I mentioned earlier is of these issues, and research is also underway at trying to do this, by articulating a series of prin- the Getty Conservation Institute in the US into ciples of sustainability when applied to the eval- the nature of economic and cultural value in the uation of cultural heritage. assessment of cultural heritage. In my presentation today I have attempted to Secondly, new analytical concepts for inter- provide an analytical perspective on some of the preting culture in economic terms are now being ways in which economics and culture intersect. I developed. I would draw attention especially to have suggested that although economics has a the notion of cultural capital as a means of repre- great deal to contribute, many economists still senting cultural assets in terms familiar to econo- see the world exclusively in economic terms. I mists. Just as we have accepted the idea of would like to conclude by drawing an analogy natural capital as representing the stock of re- appropriate to the city in which this Conference Session 11. 41 is being held. Around the year 1300-almost ex- Paul Streeten actly 700 years ago-in this very city of Florence, Boston University, United States the great painter Cimabue and his subsequently even greater pupil Giotto created a revolution. CULTURE AND SUSTAINABLE DEVELOPMENT: They broke from the formal traditions of Byzan- ANOTHER PERSPECTIVE tine art and showed how human values-real people-could be depicted in painting. In so do- The meanings of "culture" ing, they changed the whole course of Western art. I believe that economics needs to break away "Culture" means different things to different from what has become its excessively formalistic people and at different times. Anthropologists and materialistic preoccupation, and to see the who have tended to define it as a traditional way world with a mnore human face. I think that link- of life now use it to cover everything from hair ing culture with economics provides the way in styles and drinking habits to how to address your which a modem-day revolution in economic second cousin. It has come to mean any lifestyle, thinking can occur, and I welcome the opportu- including those challenging tradition. In aesthet- nity that this Conference provides in taking some ics, on the other hand, it stands for our universal steps along that path. Culture with a capital C, from Beethoven via Matthew Arnold to Jacob Burckhardt. (Oswyn Murray contends that Jacob Burckhardt is the forerunner of modern cultural anthropology . It is argued here that his meaning of culture con- trasts with that of anthropology.) Matthew Ar- nold defined culture as "the best that has been said or thought." And Max Weber's definition is "Culture is something finite, excerpted by hu- man thought from a senseless and boundless world history, and invested with sense and meaning."2 It is this sense that the colorful film and television producer Lord Grade used when he dismissed a television arts program with the words: "That must be culture; it certainly isn't entertainment." Today the word spans everything from cult to agriculture. It is used for all sorts of cultures and subcultures such as mass culture, popular cul- ture, working class culture, inmate culture, beach culture, gun culture, police culture, gay culture, deaf culture, scientific culture, business culture, corporate culture, service culture, car culture, museum culture, deaf culture, football culture, minicultures (the opposite of globalization), cul- tures of pain, dependency, amnesia, legalities, 1 The Greeks and Greek Civilization by Jacob Burckhardt. Translated by Sheila Stern. Edited by Oswyn Murray. New York: St. Martin's Press, 1998. 2 Kultur ist ein vom Standpunkt des Menschen aus mit Sinn und Bedeutung bedachter endilcher Ausschnitt aus der sinnlosen Unendlichkeit des Weltgeschehens." Gesa- mmelte Werke zur Wissenschaftslehr, quoted in Aleida Ass- mann and Jan Assmann, Kultur und Konflikt, ed. Jan Assman and Deitrich Harth (Frankfurt-am-Main: Su- hrkamp, 1990, p. 35.) 42 Culture Counts joblessness, litigation, economics, and there is lization universal; culture was reflective, civiliza- even a culture of scruffiness and a culture of im- tion progressive; culture stood for Counter- punity, which must be countered by bringing Enlightenrment, civilization for the Enlightenment. war criminals to justice. The culture of the World Initially, the French view of civilization with its Bank, with its military metaphors, is contrasted universalist vision of humanity guided by rational with that of the International Monetary Fund, scientific principles, stood for the 19t century Left, where solidity stands for liquidity. Melvin Reder while the German romantic notion of culture with has written a book entitled Economics: the Culture its particularist vision of a nation and its spirit of a Controversial Science. A column in the New stood for the Right. Recently there has been a role York Times Magazine is called "Culture Zone." reversal. Multiculturalism, with its celebration of C.P. Snow described two cultures, that of the sci- cultural primacy, is now associated with the Left, ences and of the humanities. More than thirty while scientific and technological progress stands years ago "culture" stood for the values we for the multinational corporation, and unre- thought all of humanity shared. Today it has strained capitalism, and is associated with the come to mean almost the opposite: what every Right. little group, regional, sexual, ethnic, religious, It has been discovered that even chimpanzees differentiates from others, asserts its identity. The show cultural differences.3 Chimpanzees living transition from "Culture" to many cultures or on the Ivory Coast of Africa groom, court and use from a global culture to many minicultures has tools differently from those apes on the Gombe meant a change from universal humanity to the forest of Tanzania; while the chimpanzees of diversity of subcultures, every one often highly Uganda adopt a different local fashion again. It antagonistic and hostile to others. It is ironic that was found that these animals can pick up behav- a concept that used to refer to the "harmonic de- ior patterns through observation and imitation, velopment of the whole person" (Raymond Will- and then convey these learned skills to their iams) has come to refer to specialization and sub- neighbors and kin. specialization as the basis for a way of life. A Though economics and politics should, ide- third meaning of culture that is critical of both the ally, serve culture, the opposite is often the case, elitism of the aesthetic meaning and the norma- sometimes with disastrous results. Unfortu- tive implications of the anthropological meaning nately, culture instead of resisting power has of- assert the lifestyles of social minorities. ten come to serve it. Geoffrey H. Hartmnan, in his The culture of police conduct is responsible for book, The Fateful Question of Culture (New York: the torture of prisoners; the culture of racism for Columbia University Press, 1997), asks the fate- the killing of a black man; the culture of video ful question: can "an idea of culture be formu- games for the killings of high school students; the lated that remains generous, that is not the pawn culture of poverty for the failure to transform of politics and does not rationalize suicidal acts welfare mothers into working women; the culture of collective self-differentiation?" Culture should of corporate aggression for the ruthlessness of affirm a more companionable way of life, with Miscrosoft; the culture of multiculturalism for the compassion and loving-kindness not only to- poor performance of American students in stan- wards other members of one's group but also to- dardized tests. A book by Daniel Belgrad is enti- wards other groups. tled "The Culture of Spontaneity," an oxymoron. Does the groups. For "culture" depends on care, training, patience, Does the acknowledgment, approval and cele- deliberation, whereas spontaneity suggests im- bration of diversity, of many different cultures, pulsiveness, a lack of premeditation and care. imply relativism? Not at all, though some writers The German Kultur was an 18t century reac- insist that everything is culture, including math- tion against the French concept of civilization. Civ- ematics and science. If everything is culture, ilization represented human progress, mainly nothing is immune to challenge, including court- technological accomplishments, the result of rea- room evidence and archaeological evaluations. son and science. But for the Germans civilization This view is untenable. But celebrating the diver- represented a threat to Kultur or culture. Culture 3 represented spiritual values, not material ones; Natalie Angier. "Chimpanzees Doin' What Comes tradition, not reason. Culture was particular, civi- Culturally," The New York Times, June 17, 1999. Al. Session ll. 43 sity of cultures, while not implying relativism What if conflicts arise between the preserva- does imply pluralism. Pluralists see cultural dif- tion of a culture and the attitudes and institutions ferences as comprehensible and bridgeable, that are needed for economic growth and devel- whereas relativists do not. Pluralists believe that opment? Inevitably, growth and change bring the values that divide cultures are objective, with them the demise of traditional ways of life, whereas relativists do not.4 A pluralist takes customs, styles and artifacts. As Amartya Sen has sides on moral and political issues and believes argued, it is then for the people to decide whether that there are fundamental moral categories that to sacrifice material goods for the preservation of are part of people's being, thought and identity. a culture or whether to sacrifice certain cultural There are universal values such as fairness, cour- features for greater prosperity.5 "[I]n the free- age, sympathy and well-being. Adherence to dom-oriented perspective the liberty of all to par- moral standards is not a matter of taste, inclina- ticipate in deciding what traditions to observe tion, or mere culture, but the very definition of cannot be ruled out by the national or local what it means to be a human being. This com- "guardians"-neither by the ayatollahs or other mon human nature is, however, according to religious authorities), nor by political rulers (or pluralists, exhibited in different forms in differ- governmental dictators), nor by cultural "ex- ent cultures. There can be conflict between moral perts" (domestic or foreign)." 6 standards; every choice entails a loss, and the act of free choice is what defines us as human. Diversity There are two views of the relationship be- tween development and culture. According to The politicized meaning of culture in the sense of the first, economic growth is the objective and the lifestyle of minorities can give rise to tension, culture a means to promoting it. Its value is en- conflict and violence. Small differences, such as tirely instrumental. Protestantism and Confu- those between the Muslims and Christians in the cianism, for example, are cultures that contribute old Yugoslavia, or between the Albanians and to savings, hard work, hygiene and healthy liv- the Serbs in Kosovo, or between the Protestants ing habits. They are therefore to be welcomed. and Catholics in Northern Ireland, or between On the other hand, if cultural attitudes and hab- the descendants of the sons of Abraham, the Jews its hamper economic growth, they should be and the Arabs, in West Asia, can give rise to ten- eradicated. This view of the relationship between sions that break out in violent conflicts. They are culture and development is interesting and im- at heart narcissistic conflicts. portant, but one may question whether growth is There is, perhaps, something to be said in fa- the end? vor of getting rid of cultural diversity. Since indi- We may consider growth as the means to our viduals interact and coordinate their actions, freedom to live the way we value. And what we often tacitly, through culture, cultural diversity value and cherish is a matte of culture. Looked at can interfere irritatingly with time and effort- this way, culture is the desirable end; it is what saving. But apart from this practical argument gives meaning to our existence. against diversity, there are several strong argu- This dual role of applies not only to growth, ments in its favor. but also to sustaining our environment, preserv- Above all, cultural diversity is here to stay. But ing family values or protecting civil institutions. in addition to its inevitability, diversity is desir- We value some cultural features as means to cer- able for several reasons. tain objectives. But when we ask why we value * First, diversity is valuable in its own right as a these objectives, culture enters not as a servant, manifestation of the creativity of the human of ends but as the social basis of the ends them- spirit. selves. Economics and politics should, ideally, * Second, it is required by principles of equity, not only use culture but also serve culture. human rights and self-determination. 4 Steven Lukes. "Berlin's dilemma. The distinction be- 5 Amartya Sen. Development as Freedom, Alfred Knopf, tween relativism and pluralism." The Times Literary Sup- New York, 1999, pp. 31-33. plement March 27,1998. pp. 8-10. 6 Ibid. p. 32. 44 Culture Counts * Third, in analogy to biological diversity, it can tinguishing between when conflict is destructive help humanity to adapt to the limited environ- and when constructive. He distinguishes be- mental resources of the world. In this context tween conflicts about more or less, such as the diversity is linked to sustainability. distribution of income, and conflicts about ei- * Fourth, it is needed to oppose political and ther/or, such as abortion. Conflict arises inevita- economic dependence and oppression. bly with change. Globalization and technical * Fifth, it is aesthetically pleasing to have an ar- progress benefit some countries, some regions, ray of different cultures. some sectors, and some groups, and harm others. * Sixth, it stimulates the mind and encourages In free societies, those who suffer will tend to or- creativity. ganize themselves and attempt to regain their * And seventh, it can provide a reserve of position. Those who agree with them from a knowledge and experience about good and sense of social justice or sympathy will support useful ways of doing things. them. One group is motivated by self-interest, the other by solidarity or a sense of fairness or The role of conflict fellow feelings. The strength of democratic soci- eties derives from this combination and from the Conflict is normally viewed as destructive of the conflicts to which it gives rise. social order.7 But it was found that conflict is not If poverty comprises many more dimensions necessarily an obstacle to successful develop- than lack of income, and includes deprivation of ment. Heraclitus thought that "war is the father education and health, social exclusion, lack of of everything" and Machiavelli entitled a chapter employment, discrimination against women, en- in the Discourses "How the Disunion between the vironmental degradation (of the soil, water, for- Plebs and the Senate Made [the Roman] Republic ests and climate), insecurity, violation of human Free and Powerful." But most authors empha- rights, lack of voice in the counsels of society, sized order, peace and harmony as the ideal for a and of cultural expression, the chances of conflict social order. More recently, Robert D. Putnam over its reduction and eradication are greatly in- found that the success or failure of regional gov- creased. Income can be divided in different pro- emrnments in Italy was "wholly uncorrelated with portions and is therefore easier to negotiate and virtually all measures of political fragmentation, to compromise on than decisions that are subject ideological polarization and social conflict." Suc- to an either/or. Ethnic, linguistic, religious and cessful building of social capital through a net- gender divisions and disagreements on voting work of NGOs is not necessarily free of strife.8 rights give rise to non-divisible conflicts. Unfor- One may even go further. Conflict, or at least tunately, it seems that these types of conflict some forms of it, can also be regarded as a pillar which are not readily amenable to negotiation of democratic societies, as the glue that holds and compromise are on the increase. them together. Conflicts can provide society with Even the destructive type of conflict, which the "social capital" it needs to be kept together. can give rise to revolutions, may be inevitable. Albert Hirschman has made a beginning in dis- Anglo-Saxon political and economic theory has been prone to adopt the harmony doctrine, ac- 7 On the role of conflict as a valuable tie, see Albert O. cording to which all (legitimate) interests can ul- Hirschmann, "Social Conflicts as Pillars of Democratic timately be reconciled. Opposed to the Anglo- Market Societies" in A Propensity to Self-Subversion, Har- Saxon conviction of a common good, based on a vard University Press, Cambridge, Massachusetts and harmony of interests, is the Continental thought London, England, 1995; and Paul Streeten, Appendix to of Marx, Schumpeter and Myrdal who, each on Gunnar Myrdal, The Political Element in the Development Of different grounds, reject the concept of "social Economic Theory, Routledge & Kegan Paul, London, 1953. welfare" or a "common good" as metaphysical Hirschman's essay also contains a brief history of thought on the subject. The following discussion is n- nonsense. Their attacks are directed at the varn- debted to this essay. oUs versions of the notion of interest harmony, 8 Robert D. Putnam with Robert Leonardi and Raffaela both as a meaningful concept and as a desirable Y. Nanetti, Making Democracy Work: Civic Tradition in objective. They not only point out the existence Modern Italy, Princeton: Princeton University Press, 1992, of conflict but also often welcome it as a condi- p. 177. tion of life. Session II. 45 Globalization reduces the confrontations be- continue to grow. Normally this is intended to tween capital, management and high skills on refer to trade, foreign investment, the flow of the one hand and labor on the other by enabling money and capital, and the migration of people. the former to opt out by going abroad. "The com- Advances in technology such as the jet, telex, sat- munity spirit that is normally needed in a demo- ellite TV, container ships, super tankers, super cratic market society tends to be spontaneously ore carriers and technical progress in transport, generated through the experience of tending the communication, travel and information have conflicts that are tvpical of that society" writes shrunk the world. Albert Hirschman. And Dani Rodrik goes on to But the international spread of cultural im- ask: "But what if globalization reduces the incen- pulses, of ideas and ideals, is at least as important tives to 'tend' to these conflicts? What if, by re- as that of economic impulses. Observe the young ducing the civic engagement of internationally in the capitals of the world: from Ladakh to Lisbon, mobile groups, globalization loosens the civic from China to Peru, in the East, West, North, and glue that holds societies together and exacerbates South, styles in dress, jeans, hair-dos, T-shirts, jog- social fragmentation? Hence globalization deliv- ging, eating habits, musical tunes, attitudes to ho- ers a double blow to social cohesion-first by ex- mosexuality, divorce, abortion, have become acerbating conflict over fundamental beliefs global. Even crimes such as those relating to drugs, regarding social organization and second by the abuse and rape of women, embezzlement and weakening the forces that would normally mili- corruption have become similar everywhere. tate for the resolution of these conflicts through But the impression of uniformity can be de- national debate and deliberation.""0 Partial glo- ceptive. Just as trade, foreign investment and the bal integration leads to national disintegration. flow of money has affected only a few regions of The increase in the number of countries in the the world and left the rest untouched, so this glo- last ten years can be explained, paradoxically, as balization of culture is only partial. It is evident a result of globalization. In a world united by air in the towns and suburbs, and the more ad- travel, the Internet, multinational enterprises and vanced countryside. The poor in the rural hinter- intemational organizations, ethnic minorities lands, in spite of the spread of transistors and wish to participate directly in the benefits prom- television, have been largely bypassed. And in ised by globalisation.. These people of the new many lands there has been a reaction to tradition states feel that their old countries had denied and tribalism. We witness Islamic fundamental- them the opportunities to participate in the affairs ism in the Muslim world. Evangelical fundamen- of the world. But the rise in the violent expression talism is spreading not only in USA, but also in of ethnic tensions cannot be so easily explained. East Asia, Africa, and Latin America. Hindu fun- Rwanda, Burundi, Bosnia, Armenia, Azerbaijan, damentalism is evident in India and Judaic one in Chechnya, Kosovo, the Kurds, the Palestinians, Israel. It is a reaction against westernization, the the Chiapans have manifested degrees of vio- alienating effects of large-scale, modern technol- lence after having lived with their neighbors ogy and the unequal distribution of the benefits sometimes for generations in peace. Violence has from industrialization. The complaint is that de- often been the result of the breakdown of a previ- velopment has meant the loss of identity, sense of ous order. Democratic elections in countries with- community and personal meaning. In Iran we out the tradition and institutions of democracy read about the burning of T-shirts with the in- such as courts, police, a free press, often led peo- scription "Michael Jackson." Tunisian funda- ple to have recourse to ethnic violence. mentalists (the movement a tendence Islamique) have stoned topless European women tourists on Global interdependence and culture their beaches. Algerian fundamentalists slaugh- It has become a cliche to say that international in- ter anybody who does not agree with them. terdependence is great, has increased, and will 100,000 people have died in 7 years of insurgence of Muslim guerillas against the government.11 Hindu fundamentalists in India have moved 9 Albert Hirschmann, op. cit. from attacking Muslims to burning down Chris- 10 Dani Rodrik, Has Globalization Gone Too Far? Wash- tian schools and attacking nuns. Shok Singhal of ington D.C. Institute for International Economics, March 1997, p. 70. 11 The New York Times June 28,1999, p. A6. 46 Culture Counts the World Hindu Council has said that the award Juan Ignancio Vidarte of the Nobel Prize in economics to Amartya Sen Director General, Guggenheim Bilbao was evidence of a "Christian conspiracy to prop- S agate their religion and wipe out Hinduism from Spain the country."" People in many countries assert CULTURE, RENEWAL, AND DEVELOPMENT their indigenous cultural values. This assertion of indigenous values is often the only thing that My presentation is about a very specific way of poor people can assert. Traditional values bring using cultural infrastructures, and cultural pol- identity, continuity and meaning to their lives. icy to produce or to engage economic develop- The difficult task is to build modernity on tra- ment, specifically in an industrialized city or dition. Japan has succeeded in this. Traditional industrialized region. I am going to talk about consumption habits and community loyalties the Guggenheim Museum Bilbao, which opened have contributed to the fantastic economic two years ago. It is a joint project developed by growth of the country. Neither all tradition nor two public institutions and the Guggenheim all modernity is to be welcomed. The repressive Foundation. The project has developed a major nature of both traditional values and structures art institution in Bilbao, a city with a population and modern ones is evident. Tradition can spell of around one million people in northern Spain, stagnation, oppression, inertia, privilege; mod- which is a country spread between two states- ernization can amount to alienation and a loss of Spain and southwest France. identity and sense of community. Traditional ob- It is important to understand how the project jectionable practices include slavery, widow fits into a conceptual framework. This is a mu- burning (sati) child marriage, female genital mu- seum based on the premise that culture is a tool tilation. There is no case against interfering with for development and can be used as a tool for native customs in these cases. economic development specifically. We have Globalization and Culture been hearing today about a number of ap- proaches in this respect. Certainly, this has been Globalization has brought some undreamed of a new argument in these last few years in the de- benefits to some, but others were left out or bate about the social function of art and culture harmed. Globalization can have any of three ef- in general and in relation to how public adminis- fects on the regions outside the Northern centers. tration and public institutions play in its support. 1. They can be absorbed and benefit from And recently, this argument goes in favor of the globalization. public support of culture, not only as a stimulus 2. They can be left isolated and unaffected. for creativity and artistic expression for the de- 3. They can be harmfully affected by back- velopment of cultural identity, but also in as wash effects. Nowadays we read, without much as it can serve as a tool to achieve goals blinking an eyelid, of "stagnation" or even which are related to economic development or to "decline" in "developing" countries. overall processes. In this sense, more often The corresponding policy responses can also around the world and specifically Europe and be three: America, there are cultural-related initiatives 1. Unqualified joining the global economy; which are becoming part of economic develop- 2. Attempts at complete delinking and isola- ment strategies as a factor to encourage cultural tion; and business tourism, as a factor to promote or to 3. Selective gearing into and selective delink- bring about an increase in tertiary activities, and ing. as a tool to influence business decisions; in gen- My preference would be for number 3, so that eral, as a factor to enhance the quality of life of the community can benefit from the good im- the citizens of the areas. pulses, while excluding the bad ones. And there is underlying assumption in all these initiatives that there is an explicit and sym- biotic relationship between the degree of cultural activity of an area and the economic develop- 12 "Deadly Zeal in India" by Tunku Varadarajan, The ment potential of that same region. Not only be- New York Times, January 11, 1999, p. A12. cause of the reality that culture is an economic Session 11. 47 activity, it is an economic activity which pro- porary art museum with a European scope in duces goods and services that generate employ- program and in operation. In this sense, the effort ment and provide tax revenues. But also culture to develop this museum was part of this broader may have a significant contribution in the cre- scheme and an important tool in reshaping the ation of the conditions necessary for economic personality of the city. development. And in this sense, the use of cul- A metropolis in the next century will be con- tural infrastructure in broader schemes of regen- sidered mostly centers for innovation, education, eration of economic strategy is regarded as an social systems, research, logistics, transportation, essential ingredient in these strategies which aim qualified labor, production of services, and also to compete for employment, to attract invest- centers for culture, leisure, tourism, and sports. In ments, to enhance an increase in the quality of the effort to develop a mid-size metropolitan area life of the area. which can have an impact in the south Atlantic The example of Guggenheim Bilbao Museum region of Europe, it is important that the metro- and the city Bilbao is in a way a response to glo- politan area of Bilbao play this role. In this sense, balization. Bilbao is a city which has a strong in- the Bilbao Museum has not only a fundamental dustrial base and has been a major economic part of the effort, but it is also having an effect in center in Spain. The industrial recession of the the image-as an image projection factor-being late 70s to early 80s provoked a profound impact developed in the region. It is also having a direct on the economy, on the whole economic struc- economic impact in the surrounding economy. ture of the vast country, and specifically on Bil- As I mentioned before, culture plays an eco- bao. And as a response to that, since the end of nomic role. And to measure this role, first, we the 80s there have been efforts by different public conducted a research in the first year of operation institutions and corporate sectors of the area to of the Museum to quantify the economic impact try to redefine this economic structure, to reposi- of the opening of the Museum (October 1997) in tion Bilbao and the vast country, within the new the first year of operation. In that first year of op- scenario of the next century and within the new eration, almost 1.4 million people visited the Mu- scenario of the European Union. seum producing a direct economic impact of Ien o thissense,a strategic Uond. I thinkitisrele-US$210 million in the area; of which about US$70 In this sense, a strategic bond. I think it is rele- million were additional tax revenues. This figure, vant to understand what role the Museum plays clompared with the size of the investment needed in this. There was an strategic bond developed in tomdevelop the infeswih na roughl 1992~~~~~~ whc cosdee egtpiris. Anro to develop the infrastructure which was roughly 1992 which considered eight priortlo es. And of half of that, gives you an indication of the kind of those eight priorities, the development and the effect that the new cultural infrastructure has had enhancement of the cultural centrality of the area on the economy of the area. was one priority considered to be important in The Museum is a modem contemporary art future development efforts. Linked to this, there museum. As mentioned, it was a joint project came an important effort from the public institu- since the beginning, including the national gov- tions with quite large investment in developing ernment, the regional government of the area, an infrastructure plan in terms of improving ac- the provincial council of Bilbao, and the not-for- cessibility, the environment, and the cultural in- profit private institution, the Guggenheim Foun- frastructure level of the whole of Bilbao and of dation based in New York. The ambition of the the vast country. This was an important for the project is to become one of the major European area to compete for employment, for growth, for cultural institutions in the field of modern and the welfare of the citizens in the next years. contemporary visual arts. There is a permanent In this sense, and in response to globalization, collection shared between the Bilbao Museum it was trying to transform a necessity into a virtue and its sister institutions in New York and the by trying to have some cultural infrastructure of Peggy Guggenheim collection in Venice. The a broader than regional scope in its program not idea behind this innovative museological con- possible just with the resources available in the cept is that the permanent collection of the Mu- area. By linking the efforts of these public institu- seum is not only shared, but given different tions with an American-based institution and venues in a dynamic, rotating installation. Con- nonprofit institution, the Guggenheim Founda- sequently, strong programs of special exhibitions tion, it was possible to develop a major, contem- are developed jointly with the other institutions. 48 Culture Counts The Museum is considered mostly an educa- community has been so big and as big as I men- tion tool. It is an institution which in its two years tioned before. The Museum is also an institution of existence has had an important impact in its which is based on the joint shared model. It is community. Its education programs have reached managed through a foundation where public in- about 150,000 people every year. So, both by de- terest and private corporation interests are jointly veloping programs jointly with the education sys- shared. And due to this, it has a level of self fund- tem, as well as programs directed to the general ing of around 75 percent, which means, although public, but serving this mission of considering it- still needing, around 25 percent of its operating self mainly as a tool, as an instrument for further- operational budget comes from subsidies from ing the understanding and appreciation of the public institutions, it is able to generate contemporary culture by the public. It's a mu- around 75 percent of its income and so, can lessen seum, it's an institution which is oriented towards the effect it has in the public budgets. the visitor. It's an institution which tries to make To conclude, I think, this is a very specific but its art and its content accessible to the public and relevant example of how a cultural project can be tries to bring as much public as possible to the used and can serve as a tool for obtaining addi- museum so that this mission can be fulfilled. It tional benefits for its local community, being part has received, in its two years of existence, around of a broader economic regeneration plan. The les- 2.5 million people, of which about 85 percent son from this is that ideas like this are possible come from outside the area and that means that and achievable if cultural projects are considered the effect, the direct economic and social effect of as part of broader strategic development efforts the activities of the institution in the surrounding and not just as mere icing on the cake. Session III. Policies for Culture in Sustainable Development Session III addresses thefactors that countries should consider in addressing culture in sustainable devel- opment. What are the challenges among cultural heritage and living culture, culture conservation and culture production, monuments and communities? How should priorities be established amongfunding culture and other sectors, including health and basic human needs? What are the possible social outcomes of the use of cul- ture as a development tool in other sectors? What policies exist that support the casefor investing in culture as a contributor to social cohesion, quality education, creating social capital, and addressing poverty? The moderator of Session III was Ion Caramitru, Minister of Culture, Romania. His comments can befound in Appendix A. Kurt Biedenkopf The second element that I would like to start Minister President, Saxony, Germany out from was the dialogue at the end of yester- day's afternoon session between the gentleman M r. Wolfensohn said in his remarks yester- from Jamaica and the answer by World Bank day that culture is a basic element in de- Vice President Ian Johnson. The gentleman l v velopment of a country, of its structures, asked why representatives of poor countries of its society. Culture, he said, is not an optional ex- were so little represented in the procedures of the tra, but essential. There is no development possi- conference, but the real issue that he raised was a ble without culture and environment. And the question, "Will the World Bank respect and ac- second point he made, which I thought was very cept the individualities of cultures in the various important since we are talking about the 21st cen- countries that it is trying to help, and how will tury, described the scope of the challenge we are this respect influence the programs of the World faced with by pointing to the exponential increase Bank?" The answer by Mr. Johnson was that ten of the world population. According to the United years ago, this conference would not have taken Nations, the official day when the world popula- place. And that is correct. And he then said, and tion will reach six billion is October 12, 1999. Ac- I found this not only sympathetic but very en- cording to the predictions of those who study the lightened, "we are learning to understand the development of the world population, we will be new dimension and we are still at the begin- reaching roughly eight billion people on this ning." And I agree that this conference today planet 25 years from now. And according to Mr. gives a remarkable demonstration of what this Wolfensohn's estimate, 1.8 billion will be living in beginning looks like. absolute poverty and roughly four billion will live Indeed, non-economic factors, such as culture, on a US$2 per day subsistence. Now, 1.8 billion in sociocultural conditions, were not considered of absolute poverty is a little less than the world pop- relevance for economic theory or practice only ulation at the beginning of this century. This in- ten years ago. And this is not only true for the de- deed faces us with a staggering task. And my veloping world, it is also true for the developed concern has been for a long time, and is today, how world. When German unification began, the as- can we cope with this kind of a development and pect, the ideas, the approach to these new phe- what is the place of culture in this development? nomena by West Germany and West Europe was 49 50 Culture Counts very much an approach based on economic and ing to domesticate these market forces according financial considerations. It was not an approach to particular sets of values? Now, what happens based on the cultural dimension of the process. if these ideas are transferred into societies which The questions that should have been raised as to operate on different basis? And can these societ- this sociocultural conditions in which this unifi- ies cope with the impact of the economic forces cation process would take place were only asked that they meet? years later when we began to find out that re- If we take serious the respect for other cul- striction or reduction of the whole process to the tures, and if we take serious that culture is the ba- economic and financial dimension would be mis- sic element of sustainable development, then we leading. must do more than try to integrate cultural con- To understand this restraint of economic theo- ditions that we find in developing countries to ries, it is important to keep in mind that these conform with economic requirements. In other economic theories, that the economic approaches words, the integration process cannot be a one- to the solution of problems within nations were way street; it has to be a two-way street. But we developed primarily for the western world. And have to develop theory for the other direction on within the western world, the cultural dimension this street. We must be willing to include our eco- was taken for granted. In other words, people nomic activities in the process of integration. had no reason to consider, when developing That means finding ways to make economic ac- these strategies, these economic strategies, differ- tivities compatible with existing cultural condi- ent cultural settings. tions. This, to me, is the most important task for The problem, however, is that all economic policies for culture and sustainable develop- approaches are expressions of certain sociocul- ment. In other words, we have to learn to adapt tural conditions. Every economy is not only eco- economic processes to existing cultural and so- nomically describable, it is part and parcel of a ciopolitical conditions. culture. And the market economy, which is be- Now, the final question I would like to raise: coming more and more the dominating way of why should western countries do that? If we as- organizing resource allocation and the distribu- sume that countries formulate their policies on tion of resources, making use of resources, and the basis of national interest and the activities on the creation of jobs, is itself an expression of a cer- the basis of national interest, and that includes tain sociocultural development. It includes cer- providing money for the World Bank. Then, we tain legal systems, especially private law legal could say with the old saying, "who pays for the systems, a very highly developed individualism, music calls the tune". Now, that certainly would autonomy of enterprise, a certain relationship not fit with what we are trying to do. And so, between a secular state and a civil society, the ex- what happens if the music I pay cannot play the istence of the middle class, a competitive distri- tune I call? If two things do not fit together, why bution of resource allocation, and a competitive should I pay then? And many people in the de- organization of markets. veloped world would like to have this question Now, all these are not structural problems answered. alone, they are expressions of a long-range devel- Mr. Wolfensohn pointed to the population ex- opment of cultural and sociocultural conditions. plosion, and I think the key is not only in the What happens if these economic activities, that value system but also in the interest, in the na- are shaped according to the criteria I've just men- tional interest of developed countries because tioned, are transferred into sociocultural envi- the survival of developed countries on this ronments which do not provide these elements; planet is also determined by the capability of de- which do not have a private law system; which veloped countries to cope with the population over a long period of time did not develop a mid- explosion in the 21't century. We have two alter- dle class from which entrepreneurial activities natives: share knowledge, capital, resources, co- develop, who have not developed the kind of re- operate on an equal basis with all the countries lationship between a secular state and a civil so- and this is the vast majority of the world popula- ciety on which an economic system is based tion. Share our knowledge as the important fac- which is primarily driven by market forces, and, tor, the growth of intelligence in the world is the of course, a state and a legal system which is try- most important growth. Or we can try to wall us Session III. 51 in and exclude ourselves from this development. Susan Waffa-Ogoo Now this walling in will not work. We only have Secretary of Statefor Tourism and Culture the alternative of either sharing knowledge, cap- The Gambia ital resources, cooperate on an equal basis, re- spect the culture of the vast majority of the The topic, policies for culture in sustainable de- population of this planet, and try to develop syn- velopment, is quite an interesting one which is thesis between economic requirements and these inc cultures as we have developed synthesis with mcreasingly gaining attention in various fora economic requirements in our own cultures, or around the world. It is increasingly becoming the developed countries will drown in the popu- quite evident that one cannot truly talk of devel- lation explosion. opment or, better still, sustainable development Europe, in particular, is challenged, because without taking into account the cultural dimen- Europe is not an island. Europe is in the middle sion. Indeed, the end product of any develop- of the process. Europe faces Africa. Europe is re- ment program is ultimately linked to the benefits sponsible for the Mediterranean Sea. And if Eu- and happiness that people or societies derive rope does not make a contribution to the solution therefrom. of the problem we're faced within the 21st cen- In short, the success or failure of any develop- tury, it will, in turn, destroy its own value system ment program can be gauged by the extent to because it will not be able to exist in a world which it has brought about the enhancement of a where the vast majority of the population is de- people's culture, their way of life, and their prived the very basic needs that are required for yearnings and aspirations in a sustainable man- human life. ner. It is therefore imperative that when govern- So, we have both a moral, an ethical and an ex- ments, nongovernmental organizations, and istential reason for doing what President Wolfen- other agencies formulate development projects sohn suggested in his speech, which I thought and programs, the cultural ramifications and was a theme-setting speech for this conference- drawbacks are adequately taken in to account if a better one I could not have thought of. sustainable development is to be assured. This is especially true of developing countries where so- cietal norms and values are deeply rooted in tra- ditions and philosophical beliefs that people have held for centuries; where breaking from age-old practices and taboos to embrace new ideas or modern ways have at times been met with apprehension or disbelief and, in some in- stances, with some degree of resistance. There is no doubt however that in spite of this phenomena, developing countries-notably those in Asia, Africa, Latin America, and the Caribbean by virtue of colonization and closer contact with Europe and America, particularly at the begin- ning of this century and indeed through the adop- tion of the educational systems of their former colonial masters-have absorbed some western values and civlization, including the introduction of modern technology for development. This cross cultural milieu has in no small measure brought closer the countries of the world. Increasing globalization and the recognition of the need for the improvement of the living standards of the poor masses of the world against the backdrop of cross cultural interac- tion, understanding, and co-operation, lends a 52 Culture Counts pointer to the linkage that inseparably bind cul- that sustainable development cannot occur with- ture and development. Over the last 30 years or out the inclusion of the cultural factors in the de- more, an increasing number of governments- velopment process. Culture, cutting across the thanks to encouragement and support by broad spectrum of national life, is therefore a fac- UNESCO-have instituted policies that are tor in development that can neither be ignored nor aimed at the advancement of the culture of their downplayed in the quest for the attainment of de- peoples. Recently, it is being recognized more velopmental objectives or aspirations. and more that economic and social development Cultural policies must therefore be based on should go hand in hand with cultural develop- the quest for developing our communities in all ment; culture has a beneficial effect on the means its ramifications and in the quest for peace of production available and on man himself. throughout the world. Indeed it is no coinci- The march of economic progress is generally dence that UNESCO has declared the year 2000 reflected in the cultural sphere and cultural activ- as the year of the culture of peace. UNESCO, ity stimulates economic life. Sustainable devel- through its various bodies, continues to provide opment can only be achieved therefore when the funding to the cultural sectors of member states cultural factors that enhance or militate against in our collective efforts to preserve the world's development are fully taken into account during cultural heritage. The World Bank likewise rec- the process of formulating development plans ognizes the importance of culture in sustainable and proposals. development, and here, I would like to express In The Gambia, and indeed for most if not all the gratitude of the Government of The Gambia the developing countries, we find ourselves and that of the Gambian people to the Bank for caught up in two worlds. On the one hand, we its intervention in The Gambia's cultural sector. want to modernize; to improve on the living The cultural heritage of any people has two standards of our people and to contribute to distinct features: physical and non-physical cul- world peace. On the other hand, there are philo- tural heritage. The physical, often referred to as sophical beliefs that, over the course of centuries, the material culture which is sub-divided into have been the foundation on which society's the movable and immovable, are intangible evi- norms and values have been built and which dences of the history of the world that need to be have helped to shape people's attitudes, ways of preserved for posterity. The heritage sites of the life, government and economics. It is not all of world, a good number of which are found in de- our societal norms and values, customs, beliefs veloping countries, need to be preserved by any that can be said to enhance development, but means. Some of these sites are considered endan- there are those that have helped to keep our peo- gered. In The Gambia for instance, Fort James Is- ple together for centuries and are such an impor- land which played a pivotal part in the tant value system, that in spite of increasing transatlantic slave trade is listed by World Mon- modernization and development, they need to ument Watch-USA as being among the world's be preserved for posterity. one hundred most endangered sites. This partic- I believe this is where the equation lies, show- ular site is a popular spot for students, research- ing that development is inextricably linked to the ers, and tourists and with its surrounding old people, for whom it should bring some fulfill- villages is a focal point of the country's annual ment in life and thus improve upon their living international Roots Homecoming Festival which standards in a sustainable way. is being increasingly attended by Africans in the Isn't it interesting to note that topical issues in Diaspora whose roots lie in Africa. the world today which have attracted the atten- The Gambia's cultural policy calls for the pres- tion of nations, big and small (poverty alleviation, ervation of such sites because of their historical, the environment, population and housing) and for cultural, and economic value. However, it is which substantial resources are provided by the common knowledge that poor developing coun- international community cannot be thoroughly tries such as The Gambia cannot afford to make discussed, understood and developmental strate- the development of culture a priority in the face gies formulated, without the consideration and in- of hunger, disease, and in some countries, war. clusion of the cultural dimension. If this paradigm The development of agriculture, education, is anything to go by, it further underlines the fact health, tourism, the environment, and communi- Session III. 53 cations become the focal points of attention. Yet dustry. Thus artisans, musicians, dancers and a substantial resources are needed to restore, de- host of others in the Gambian community derive velop, and preserve such important historic sites tangible benefits from the industry. as Fort James Island that I mentioned earlier. The It is interesting to note that World Tourism economic values of such historic and cultural Day this year which fell on September 27 had as sites can also only be fully exploited when ade- its theme "Preserving World Heritage for the quate resources can be made available to meet New Millennium". The joint message of the Di- their basic restoration and preservation require- rector General of UNESCO and the Secretary ments, thus ensuring their development on a sus- General of the World Tourism Organization un- tainable basis. Herein lies the need for derlines the need to preserve the cultural heri- partnerships between the north and the south, tage of the world; and for effective partnerships between associations of culture, between institu- between the private sector and public authorities tions and international organizations so that an and stakeholders at the local, regional, national, international and collective effort is made to re- and international levels be forged. This in turn store, preserve and develop the cultural heritage can maximize tourism's positive contribution of the world. and minimize its potentially negative effects on The non-physical aspects of the cultural heri- the cultural environment. tage encompass the volumes of song, dance, sto- In effect, cultural policies are meant to provide ries, poetry, drama, writings, music, paintings the framework by which national economic life and so on. Our peoples who have sought vocation can be stimulated and enhanced, for after all, in these areas and the host of artisans and like economic success is geared toward the improve- manner of artists and their families, whose sur- ment of the lives of people in a sustainable man- vival primarily depends on their art, need to be ner. Can we then talk of development without supported, for indeed they play an important part including the masses of our people, studying and in our national economies and, for some, in the de- understanding their culture, and the need to in- velopment of technology and in industrialization. tegrate that culture in the development process? Again, the scenario in poor developing coun- Isn't the culture of a people the hub of the wheel tries, such as The Gambia, is that while cultural of their development aspirations? If the answer policies advocate for the development of these to the first question is in the negative, and the vital areas of the cultural heritage, there are not second in the affirmative, then I implore this con- enough resources being pumped in through ei- ference to consider evolving various strategies ther public or private sources. Culture is a part of and to adopt measures that will further expand the national anatomy. Like the human body, the scope of assistance and the mobilization of when one part is diseased, there cannot be a much needed resources that will further enhance claim to economic growth and happiness of the the development of the world's cultural heritage. people. In many instances, the situation calls for greater Now I wish to focus attention on the very assistance (material, technical and financial) to strong link that exists between tourism and cul- these countries, so that economic development ture. It is an indisputable fact that culture en- can be more meaningful and harmonious with hances tourism. The Gambia which is a popular cultural advancement. Otherwise, cultural poli- tourist destination is so not only because of its cies become meaningless and empty rhetoric, de- warm climate and white sandy beaches, but also void of the ingredients that are crucial to their because of the myriad of cultural attractions that practical execution for national development. the country offers. As a result, tourists can travel As we stand at the threshold of a new millen- to the interior of the country to have a glimpse of nium, let us resolve to answer to the cries of our historic sites and cultural monuments, and to ap- people, their yearnings and aspirations by increas- preciate the diverse culture of the rural populace. ing resources that will help countries develop Cultural tourism is therefore a cornerstone of their cultural heritage, by sharing information, by The Gambia's cultural policy, for indeed it is re- the consideration and inclusion of the cultural alized that the inter-marriage between culture variables in the development equation. These and tourism have resulted in no small measure to measures are a sine qua non to the achievement of the sustainable development of the tourism in- world prosperity and world peace. It is only by 54 Culture Counts developing the cultural heritage of the world and Martine Tridde the encouragement of cultural exchange within Secretary General, Paribas Foundation the context of international cultural co-operation France and through it, to appreciate, understand, and re- spect each other's cultural characteristics and val- ues that there can be sustainable development and Thank you for welcoming in your midst this ob- lasting peace in the world. The new challenge jectpthat isenot always clarlyidentified andwhich therefore is the ability of the world to integrate de- I represent here today: corporate sponsorship. I velopment with culture and the attainment of to- am aware of the fact that this is but one of many tal peace throughout the world, free from issues in relation to the synergetic links which anarchism and war, poverty and want, hunger you seek to establish with the private sector. and disease, illiteracy and ignorance. However, I do wish to focus my comments on the In my view, this conference, which in itself is bursting onto the artstisc, cultural and social scene both unique and historic is a giant step towards of this debutante-at times faltering-actor, who the diagnostic and prescriptive path that will isnonethelessinfinitelyeagertodowell"which usher in a new sphere of active collaboration, co- is often the worst thing of all and alternately re- operation, partnership, and assistance that will ferred to as patron, sponsor, or partner. ensure the sustainable preservation and devel- These thoughts I shall expound in a dual ca- opment of the world's cultural heritage. Let us all pacity: as someone with 15-year practical experi- leave this beautiful and historic town of Florence ence in the field, through my work at Fondation with renewed determination and zeal to foster Paribas, but also as an observer and activist for a economic and cultural advancement for our peo- cause that we all cherish: bringing business and ples in a way that is unprecedented. culture closer together, but not at any cost! I admit I was rather tempted to give you a pre- sentation in the guise of a variation on the theme: "Don't worry, be happy, it's easy". It would have indeed sufficed to suggest a few simple rules of conduct for all seekers of sponsorship. * Set up an attractive legal and fiscal frame- work; * Whenever you get a chance to do so, never miss an opportunity to remind the CEO of a company how beautiful, strong and powerful he (as we all know, more often than not it would be a "he") is, and how he could be even more so if his company were to join the circle of the great corporate sponsors; * Be sure to present clear applications of a max- imum of 5 pages, along with a budget; * Emphasize what you are offering in return; * If you are able to show that such returns would lead to some form of business fallout, then I would say you are about to hit the jackpot. But, here I am, having resisted the temptation of the generally accepted views: "Don't worry, be happy, it's not that easy". It is precisely because these things are neither simple nor easy that they deserve our undivided attention, if we hope to be able to contribute to an endeavor that is so paramount to our future: bringing together two realms that are so re- moved from each other and yet stand to benefit so much from their differences. This is truly Session III. 55 about two worlds that know so little about each Listening, exchanging ideas, launching and other but yet stand to build so much through a promoting new projects, mobilizing alliances-a common project, in subtly balanced environ- banker's job requires equal measures of rigor, ment. An environment where the corporate side openness, intuition, and imagination. Fondation adorns an aura of talent to which it is not gener- Paribas operates in much the same way. Its bud- ally entitled, and the artistic partner finds the get, which is of the order of $1 million a year, is means to express his or her own talent. relatively modest compared to the one set aside While money is the sinews of this relationship, by many other companies and may even seem it should not be its essence. This, in fact, is where derisory to you. However, in addition to finan- the problem generally lies. I, for one, am con- cial support, Fondation Paribas devotes a great vinced that this aspect can be overcome. At any deal of time and a significant amount of logistics rate, it is in this spirit that Pondation Paribas, to its partners. Fondation Paribas involves itself about which I shall now say a few words, has in a great deal of field work and uses the bank's been carrying out its activities. worldwide network of partners and contacts to At the beginning of the 80s, Paribas came un- help implement and promote the projects it sup- der the spotlights because of the prevailing eco- ports. Indeed, Fondation Paribas finds its iden- nomic and political contexts. Well-known within tity in its capacity to take the specific nature of the financial community, the bank decided to re- each partner into account, and in its ability to structure and strengthen its communication, vary its approaches. which had until then remained rather discreet. An intentionally limited number of projects The strongly-held view within Paribas is that a implemented on a long time scale, a sense of cultural and social dimension ought to enrich the commitment and loyalty that stands the test of company's image and complenent its actions time along with unflagging curiosity and contin- geared towards its traditional targets. A genuine ually revived boldness: such is the alchemy that, Sponsorship policy, set up in the long run, at our modest level, we try to nurture in order to seemed like the right answer to this need; 1984 overcome boundaries. saw the birth of Fondation Paribas. The programs or personalities supported by The specific direction which such policies the foundation move about in very diverse should ,,, given had to be addressed.For a com- realms and reflect the diversity business spe- should be given had to be addressed. For a com- cialty areas of Paribas Bank,. As such, artists, pany whose "raw material" is money, there was ctors and me curat are Ad to cross a great risk that such direction should be essen- doctors and museum curators are made to cross ,a gati t such directione slde essen- paths with humanitarian aid workers, blending tialiy aot monker someoneie myself,on their diverse styles, sensibilities and cultures. wtho isno ,thner btas ofee ageinine suconndirect For us, making the treasures of the Museums with bankers, the task of defining such a direc- of France better known is as important as reviv- tion involved keen observation and careful lis- ing a musical heritage, in the heart of the Latin tening. It seemed to me that the way in which America, which was thought of as lost forever. bankers perform their jobs, their ability to react, This is clearly evidenced by our firm commit- and their capacity to take risks could make up ment, since 1992, to the Baroque Pathways pro- the vital lead for what has now become our gram carried out under the initiative of the K 617 modus operandi. recoding label, which led to several cultural co- After all, banks do business with other peo- operation programs with Mexico, Argentina, Bo- ple's money, and must give it back at some point; livia, Brazil and soon Cuba and Colombia. generosity is generally not on the professional For us, it is also equally important to support agenda of bankers. However, bankers can easily creators such as Gerard Garouste, Jean Michel demonstrate that their know-how may apply to Bruyere or Caesar Brie. All three endeavor to re- areas outside of the, financial world. store hope and dignity to those on whom we no This is precisely the ambition of Fondation longer dare to cast our eyes, forgetting along the Paribas: to convey the essence of the banking way that one first dies from isolation before suc- profession, its know-how and values; in short, to cumbing to hunger. All three artists share the convey the essence of the personality of Paribas same goal through their own organizations, the Bank on a different mode, and encompass circles first one in France through an organization called that are larger than the business world. La Source, the second in Senegal with Man 56 Cultuire Counts Keenen Ki, and the third in Bolivia with Le Te- to emphasize that sponsorship may no longer be atro de Los Andes. They teach us, better than any thought of as the exdusive privilege of large cor- economist's report, that the fight against poverty porate groups. There are no small vs. great or deserves our undivided attention. powerful vs. weak, in this realm. Rather, this is From this long introduction, I would ask you all about conviction, openness, willpower, and to remember simply one thing: Fondation pride. These values have little to do with the eco- Paribas is but one example among others of the nomic and financial status of companies. They immense variety of approaches adopted by com- stem essentially from the duality of the men and panies who have become-whether through a women who are behind them. conscious effort or not-full-fledged players In what way could you contribute to enhance within the multidirectional initiatives that have those potential resources? First of all, as paradox- become the hallmark of cultural life. ical as this might seem by setting up clear, trans- What are these companies ultimately seeking parent, responsible and firm, cultural and social to achieve? Quite simply they seek to be loved! policies. The more coherent these policies, the Yes, I am the messenger of Love. easier it will be for you to find active, committed, Were it not for such need to be loved, would constructive and confident partners from the these companies dedicate their resources and other side. The greatest fear companies have is time to areas beyond their direct responsibilities, that their commitment to sponsorship may lead which are, namely, to continue to exist, produce to government disengagement. goods or services, and maintain jobs. Commitent to causes obli Dysfunctional administrations and organiza- Commitment to causes of public interest tions encountered here and there, along with should in no way be viewed as an additional ob- their bureaucracy, their overlapping responsibil- ligation for them. Rather, it should be considered ities, the heavy yoke of their set ways, which in- as a free act that each company carries out ac- evitably leads to indifference to innovative and cording to its capabilities, convictions, and the creative approaches, can hardly be stimulating pressure exerted by its shareholders, who may for us. hope you will forgive my frankness in be more or less inclined to accept the principle this regard, but I am all too close to this reality, that value-creation should not be limited to the particularly to the way it affects artists-these The best way to discourage the involvement of poets and visionaries essential to our survival- prvThe compwaniesyi to giveouthem the impmesont o to miss this opportunity to act as a spokesperson prilvate companies iS to give them the impression fo hnei thse maters that their intervention in this area is their duty. for a change in these matters. Granted, the kind of love I came to speak of is The other way to enhance these potential re- not always platonic or completely disinterested. sources is simply to take into account and recog- But could anyone blame them for seeking to en- nize the efforts, however modest, which are hance their image with an "emotional plus" mlade by companies. Such consideration in- through their contribution to making their busi- volves both tax incentives and suitable legal ness environment a better balanced one, and for frameworks. Recognition involves establishing a their efforts to grease the cogs wheels of their ma- genuinely open dialogue. Such dialogue already chinery, fill a few open gaps, or even more sim- exits between private companies. However, we ply to plant some seeds of hope and creativity? seldom have the opportunity for such exchanges I hope my words are not perceived as naive. In with you. my position I am all too aware of the fact that The number of national associations for tire bankers are scarcely naYve. However, I hope that promotion of sponsorship has increased great this incursion of private companies into areas be- deal. This led to the their grouping within Eu- yond their competence is not diabolized either. rope into the ECBC, the European Committee for Rather, my hopes are that such companies are Business and Culture. These organizations are accepted as such, with their weaknesses and the essential to the rekindling of the flame of current qualities inherent to the way they operate, that is patrons, and the enrollment of new ones. They initiative, creativity, flexibility; with their ambi- are a gold mine for ideas, information, know- guities and their sincerity; their financial means how, contacts and communication. They need and even more so with the wealth of their human you. They both opened up for a better under- resources. Indeed, in this regard, it is necessary stand between us will be repeated, fruitfully Session III. 57 multiplied, and that it may especially impel the Sheila Copps founding of other groupings of such organiza- Minister of Canadian Heritage, Canada tions in other countries. Once again, thank you for having taken an- Mulyumesc foarte mult, domnule Ministru Car- other step on this road along which we still need amitru. (Romanian) to walk toward each other. However let us not Die Worte von Herrn Ministerprasident forget an important principle: good words alone Biedenkopf riihren mich. (German) do not make good literature; and they can hardly All of us appreciated the comments of Secre- serve as a basis for good cultural policies. Cul- tary of State Waffa-Ogoo on Gambia's need to be tural policy should no less be treated as a mere very constructive with every dalasi it invests. addendum to social policy or be used as an off- Madame Tridde a ajoute a la discussion en shoot of economic policy. Doubtless such poli- abordant cette question vitale d'un point de vue cies ought to cross paths at several check-points. essential et apolitique. However, such convergence should never be Ion Caramitru e la prova vivente del valore permeated by a spirit of aid handouts and even della cultura per il progresso delle nazioni. less of commiseration. Ha figurato in oltre 60 rappresentazioni teatrali It is from Ibrahima that I shall borrow the in Romania, ed e tra le straordinarie figure cultur- words to conclude this presentation. lbrahima is ali che guidano, ed hanno guidato, la rivitalizza- about 14 years old; in fact, he does not know his zione politica, economica e sociale dell'Europa exact age. For over 8 years, he had been a vagrant centrale ed orientale. child wandering the streets of Dakar before find- Questa generazione ha abbracciato i principi ing refuge in a center beautifully named Man- della democrazia, mettendo da parte il soffo- Kennen Ki-I, the Other. This home and school cante totalitarismo dei regimi comunisti. was set up by a group of French and Senegalese Questi artisti, messisi al servizio dei cittadini, artists. lbrahima began writing as he started to comprendono che la cultura definisce la vera rediscover life. Here is what one of his poems, identita di un popolo e che lo sviluppo culturale naturally a poem without a title, tells us: e strumento per il miglioramento del livello di Sometimes vita di un popolo. I invent ancient chants Questi nuovi leader sanno quale importanza In a language that does not exist. vitale riveste il rispetto del patrimonio comp- And I walk the streets lessivo di una nazione e fanno propria la sagace With my chant. affermazione di Winston Churchill che "quanto From thence I cast my eyes upon all As if all was a very ancient elsewhere piu ci si guarda indietro, tanto piii si potra ved- Where I would have my own space ere in avanti." Where I would be known to all. That's a classic example of why culture mat- ters. Cultural leaders with their passion can bring about democratic reform. But, I've met with culture ministers from around the world. And I understand that from many countries you ask yourselves, "How can I afford to invest in culture when there are so many other pressing needs?" Fellow ministers say to me: "Sheila, what about health care? What about poverty? What about education?" And believe me, I know the situation in Canada is different from many countries. I know we are a fortunate country. But let me tell you, 70 years ago Canada had soup kitchens. We had tens of thousands of homeless in the streets. We had huge poverty. We had massive unemployment. And it was at that time, the time of the Great Depression, that the Government of Canada began to invest in culture. 58 Culture Counts Culture is the identity of people. apprezzamento per aver riconosciuto il rilievo Culture is the Soul of people. delle della cultura ed aver organizzato questa Culture creates jobs. conferenza cosi importante. Culture creates opportunity. May I pay special tribute to Federico Mayor Culture creates hope. and James Wolfensohn for their preeminent Culture creates progress. leadership in working to ensure that culture is Culture brings people together. more and more integrated into all international You need to feed the Health of the individual. work on development. Cultural production and You also need to feed the health of the nation. consumption have ever increasing potential for Every great civilization in history passes economic returns. down to us one thing-its culture. Every great In one decade, jobs in Canada's cultural indus- society in history has nourished its people tries grew by 32 percent compared to a 12 percent through culture. What did our ancestors leave to growth in our population. Cultural industries us that is permanent? Culture. have the power to enable citizens to communicate Human beings have stomachs and they must with each other, to educate each other and them- be fed. Human beings also have hearts and selves, to shape common goals and build com- minds and eyes and ears and all of those, too, mon pride. Confidence in the security and must be fed. And they can only be fed through potential of one's own culture is a bulwark culture. against xenophobia and cultural paranoia. Poverty of the soul is as great a disease as pov- More than 150 years ago, the brilliant essayist erty of the body. What raises human beings Thomas Carlyle wrote: "The great law of culture above all other creatures is culture. is: Let each become all that he was created capa- What makes some societies flourish and oth- ble of being." ers perish is culture. At the International Meeting of Culture Minis- VVhat makes some societies succeed through ters in Mexico two weeks ago, we agreed on the the millennia is culture. undeniable value of culture in the formulation of Everything we value from the past is culture. social, economic, and sustainable development Qui a Firenze ci troviamo circondati dalla policies. straordinaria fioritura del Rinascimento: Miche- For Canada and for Canadians, our work is langelo, Da Vinci, l'arte toscana, Santa Maria del guided by the singular tenet that culture is as Fiore. central to our being and to our existence as the Queste meraviglie richiesero l'incoraggia- land, lakes, rivers and majestic mountains that mento del governo del tempo e pertanto costi- form the space we occupy, tuiscono importante riconoscimnento del ruolo Pour le Canada, la culture ne se limite pas seu- dello stato nell'incoraggiare la cultura, senza lement aux arts. controllarla. Elle comprend notre patrimoime collectif, qui Qui a Firenze possiamo anche vedere i bene- refgroupe tant nos 6difices architecturaux que fici economici che derivano dagli impegni presi a notre environnement naturel. favore di una nuova generazione di artigiani. Elle inclut egalement notre magnifique re- Ci rendiamo conto anche dei benefice che de- seau de parcs nationaux et de lieux historiques rivano dalla conservazione del passato-benefici nationaux. in termini di qualita di vita, in termini di tempo C'est aussi le sport qui est une expression cul- libero, in termini di gettiti turistici. E in termini di turelle qui rassemble les gens et offre une voie de sviluppo sostenibile. d6veloppement aux jeunes. La cultura e il complesso dei tratti spirituali, Notre caractere multicultural et notre bilin- materiali, intellettuali ed emotivi che contraddis- guisme sont aussi des composantes essentielles tinguono una societa. de notre culture, de meme que la radiodiffusion, Cultura vuol dire sea patrimonio che forme le cinema, l'edition, l'enregistrement sonore et, espressive viventi. depuis la derni6re decennie, le multimedia. La cultura definisce l'anima di un popolo. Le Canada est le premier pays a avoir reconnu Alla Banca Mondiale, all'UNESCO, ed al nos- officiellement son caractere multicultural, et tro ospite, il Ministro Dini, va il nostro sincero nous en sommes fiers. Session IIL. 59 Nous voulons que tous nos citoyens et ci- tiques en situation minoritaire du pays au r6seau toyennes preservent et celebrent leurs origines. Internet. Nous voulons aussi qu'ils apportent un 616- Cette initiative offre des possibilites extraordi- ment dynamique aux relations que nous entrete- naires aux enfants inuits et denes qui habitent nons avec le reste du monde et entre nous. Je vous au-dela du cercle polaire. Nous avons choisi d'in- avouerai bien sincerement que le Canada tire vestir des fonds publics pour que ces enfants profit des liens d'amitie qu'ils tissent aux quatre puissent partager leur culture et apprendre des coins de la planete. autres cultures. Notre vitalit6 et notre diversite culturelles ne Au moment oui je vous parle, des dizaines de sont pas le fruit du hasard. Elles resultent de l'en- langues disparaissent chaque annee dans le gagement des gouvernements successifs, de tou- monde. tes allegeances politiques, a creer des conditions On compte 54 langues autochtones au Ca- favorables a notre expression. nada, et nous sommes d6termines a les preserver Notre objectif est clair: favoriser la cohesion et a les nourrir. sociale. Cette ann6e, les Canadiens et les Canadiennes Nous voulons former une societe dont les ont redessine leurs frontieres nationales pour eta- membres ne sont pas etrangers les uns aux blir un tout nouveau territoire, le Nunavut, un es- autres; une societe oii les citoyens et les citoyen- pace geographique gouverne par nos Premieres nes se parlent, s'ecoutent, s'entendent, se com- nations. Et nous y sommes parvenus sans que cela prennent et s'apprecient mutuellement. ne cree de remous politiques. And let me reiterate. Canada began devoting Nous avons aussi inaugure un r6seau de tele- significant resources to our own cultural devel- vision destine aux peuples autochtones. II s'agit opment during the great Depression of the 1930s. d'une premi6re mondiale. As with all great undertakings, the payback does Grace a un cadre de reglementation et a un ap- not come in the form of instant gratification. It pui financier du gouvernement federal, les peu- comes in the form of long term, sustainable de- ples autochtones peuvent se servir des nouvelles velopment and success. technologies pour renforcer leurs cultures et les In Canada il governo ha un quadruplice ruolo: mettre en valeur. - avere funzioni di leadership e mostrare un im- Parallelement, ce projet am6liore la compre- pegno di lunga scadenza; hension interculturelle et donne aux peuples * fornire um ambiente in cui possano fiorire le autochtones les moyens de solidifier leurs assises variegati cornponenti della nostra cultura; et de contribuer a l'evolution du Canada. * fornire supporti di vario ordine, tra cui quello Our policies are premised on offering free- economico, per portare ad attuazione gli oblet- dom of expression for creators and freedom of tivi canadesi; choice for consumers. As well- known Canadian * costruire alleanze in ambito nazionale ed in- environmentalist David Suzuki puts it: "Diver- temazionale. sity confers resilience, adaptability, and the ca- A questo scopo utilizziamo vari strumenti di pacity for regeneration." As I put it: Cultural direttive politiche che vanno dal finanziamento diversity is important as biodiversity for sus- diretto, a regolamentazioni sui contenuti della tainable development. Governments cannot, of programmazione radiotelevisiva e sull'assetto course, and should not, of course, make all the proprietario dell'editoria libraria. decisions. Ad esemplo, nel dare la licenza ad una rete In Canada, we are working hand in hand with televisiva, richiediamo che il settore privato in- cultural institutions, the private sector, a range of vesta in contenuti canadesi e richiediamo un rap- NGOS, educators, creators, other levels of gov- porto di distribuzione di un canale canadese per ernment and volunteers. We intend to do even ogni canale straniero. more both domestically and globally. In Decem- Nous venons tout juste de terminer de ber of 2000, Canada will host the first ever World brancher toutes les ecoles, les bibliotheques, les Summit of Arts and Cultural Institutions. We collectivites rurales et les communautes linguis- need to hear the voices of their leaders in these 60 Culture Counts vital international discussions. I more than wel- Leurs assises economiques et sociales n'en se- come participation from all of your nations. ront elles-memes que plus fortes et davantage By vigorously promoting cultural policies in orientees vers la cohesion. Canada, we are actively helping to create good Nel piu ampio senso possible, il Canada cerca jobs and solid incomes for 600,000 Canadians attivamente voci influenti, governative o meno, and their families. At the same time, we are help- che contribuiscano a dare maggior risalto alla ing to create greater understanding and mutual cultura tra le varie pn'orita, e a mettere la cultura respect among our citizenry. al centro del processo decisionale. C'est pourquoi le Canada croit en l'impor- E un compito enorme. E un compito che rich- tance d'encourager tous les gouvernements a in- iede tempo. vestir dans leur patrimoine culturel. Ma col tempo, attraverso la promozione della Et c'est pourquoi nous sommes d'accord avec diverslta culturale, attraverso il sostegno les efforts de la Banque mondiale afin de redefi- dell'identita culturale e attraveso iniziative che nir les politiques de prets en vue d'aider les pays dimostrino che il mondo e aperto a tutte le influ- en vole de developpement a creer des cultures enza culturali, potremo fare del mondo un luogo fortes qui favorisent la cohesion. milgliore. Session IV. Multilateral Development Banks: Development Impact of Cultural Programs and Projects Session IV provides aforumfor the multilateral development banks to discuss their policies to support sector policies and investments in culture. The session presents best practice cases with a strong development impact. Presentations will be made both of policy papers and projects, with some assessments of howfinancing culture can affect a country's economy, reduced poverty, improved social cohesion, urban and/or rural development, and education. Among the issues discussed are thefollowing: * Do you have no harm policies? * What made these cultural projects successful? * What lessons can be learnedfrom these success stories? This session was moderated by Natale D'Amico, Under Secretary of State, Ministry of Treasury and Bud- get, Italy. Antonio Maria Costa Since EBRD is succeeding in transferring so Secretary General much money and so many resources to the coun- European Bank for Reconstruction and tries of operation, has the Bank succeeded or at Development least has it contributed to the development of culture, which is the theme of this conference? I will focus on this theme. I shall use three argu- S ince culture is intimately linked to long- ments. First, the specificity of the European Bank term development, I am glad to offer some and especially the fact that working mostly with thoughts from the perspective of the Euro- the private sector and often with individual in- pean Bank for Reconstruction and Development vestors, it keeps its ears to the ground. In this re- (EBRD). Let me begin by reminding you of the spect, the EBRD is better suited to understand purpose of the EBRD. The Bank began its opera- and assist social culture and development than tions less than ten years ago in the wake of the other institutions that work prevalently with fall of communism in Europe. It is a transition government and with the public sector. bank; it is not a development bank like some of The second point I shall address is the fact that the other institutions represented at this plenary by concentrating on privately funded investment sessions. And it was created to foster the regime projects, our Bank gives priority to balance sheet change, namely, the transition from dictatorship result and, generally, to the generation of in- to democracy and from central planning to the come. The promotion of culture is not part of the market in the eastern half of Europe. So far, Bank mandate. The striking question therefore is EBRD has had a third degree of success in pro- inevitable in the context of this conference. By moting democracy in the market in its regional promoting economic betterment and the pursuit operation. We have committed almost $15 billion of profit, does the Bank help or does it hinder cul- of our own resources and we have mobilized tural development? This is the key question, and over $31 billion from sponsor money. We are I will address it. therefore the largest single investor from Eastern Third, as a partial answer to this, I shall ex- Europe to Far Eastern Siberia, which is an area plain how the EBRD is also heavily involved in covering 12 time zones, 450 million people, and what we call institution building, thus offering 26 countries. people a chance to defend and promote their way 61 62 Culture Counts of life. In other words, to defend and promote operation, especially in Russia. These loans make their culture. a major contribution to the development of a I shall first focus on the Bank's relationship backbone of striving, small property economy, with culture. At first sight, the EBRD takes no di- thus offering families and their businesses a rect action to support culture. It does not fund chance to shape their economic destiny. By the arts nor restore monuments nor provide working with such a great number of individuals grants for orchestras or universities. We have no and their enterprises, and I stress the word "indi- cultural programs or projects. As such, we have viduals" not state-owned properties, EBRD no soft windows. Instead, we work with the pri- knows what goes on in these countries and pro- vate sector aiming to create entrepreneurship motes their aspirations. Other example of direct and wealth. Through our investment, EBRD EBRD support to cultures are of our projects to helps to create the basic condition for a modem sustain tourism, especially of historic sites, to re- state, contributing to the transformation of a pre- vitalize in the city real estate properties, and to viously centralized totalitarian regimes into fund loans to merit-worthy students. open market economies based on private prop- The European Bank never embarks on any in- erty, the rule of law, and political democracy. vestment project without full environmental in- This leads us to the tricky question: can the ad- vestigation. Built into every project are measures vancement toward economic stability and civil to mitigate existing environmental damage and society lead to conditions where culture can to prevent it reoccurring. These investigations are flourish? History has proven over and over again conducted in consultation with local people and that because of its nature, culture can survive ex- organizations in full respect of the indigenous treme conditions. Think of the Incas, think of the culture. In several projects aimed at exploiting re- Aztecs. It did even so under communism when sources-a difficult sector, environmentally despite hardships and repression, people con- speaking-EBRD has taken care to avoid disrupt- tinue to practice their own culture whatever the ing the local rural and handcraft industry and reprisals. They published literature on the thus preserves traditional ways of life. In many ground, they practiced religions in cellars, they instances, projects have resulted inside initiatives spoke their own languages and dialects secretly often sponsored by business clients aimed at the at home. betterment of ancient sites, occasionally entire If culture can survive such hard conditions, villages and historic buildings. can it truly flourish once economic prospects im- Let me continue my reasoning and stop the prove; and if the promotion of economic growth advertising. If economic development is a neces- is the main goal of international financial institu- sary condition for the promotion of culture, the tions represented here, can we say that by our di- point I raised before, is it also sufficient condi- rect and indirect action we do help flourishing of tion? The argument becomes a bit more difficult, culture. My first point is that by keeping in touch because there is a recognizable danger. My sec- with people with individual investors and small- ond argument, and can be called the flip-side of sized companies, they keep the culture alive and the coin, if you want, is that economic modern- indeed contribute to it. At least in the sense that ization entails competition, globalization, and it provides the necessary conditions for its devel- the general drive toward profit maximization. opment. Moreover, by promoting multi-party This involves applying and living with foreign democracy, they promote freedom of expression, trading practices and business behaviors, which which is the foundation of culture. can overwhelm and at times even replace tradi- Let me prove the point. By providing re- tional local activities. Strong corporate and better sources and assistance to the private sector, performing economies, most foreigners, tend to EBRD gives people the opportunity and motiva- impose the lifestyle upon weaker players, which tion to work and own property, to take risks, and are mostly nationals. Many people feel, and we to opt for business opportunities within the con- are very aware of this, that traditional values text of well-governed institutions. For example, may be lost amidst this influx of new ideas often and we are very proud of this, EBRD has ex- replaced by materialism. Increased wealth is tended loans to more than 60,000 small- and me- seen by inspiring the wrong values. Once con- dium-sized enterprises throughout its region of sumer choices have widened greatly, people Session IV. 63 tend to spend their money on costly imported ence of corrupt practices, preserving the integrity items and spending habits. Some perceived this of our cultures. In a successful transition, the con- as a negative phenomenon. The view is that little sumers' ability to make purchases they want is money or little imagination, or even little inter- just as much attached to democracies as a ballot est, are left for culture when people prefer luxury vote. And healthy enterprises are crucial for the cars, fancy things, and designer clothing, instead betterment of society as its elected officials. Yet, of books, theaters, or museums. market and economic agents, to become healthy This may be a subjective view perhaps, but we and stay healthy, they require rules and frame- have to take it seriously. As it is true that once works in a delicate balance between freedom and borders open up and trade starts-investment diseipline. This has been a point stressed by sev- trading in goods and services-traditional cul- eral speakers earlier, yesterday and this morn- tures face stronger pressures than in the past. ing. Without such rules and such discipline, all This is a fact. At worse, materialism leads to economic systems, even those rooted in freedom crime and corruption as the temptation to in- and private enterprises, risk the generated in crease one's wealth knows no limits. Culture def- chaos and abuse. initely under these conditions and in this Corruption could prevail, cultural values scenario can be threatened. would be lost. The EBRD was not created to One of the foremost writers of the former So- make money. Indeed the Bank is not a profit viet Union and an excellent dissident at that time, maximizer, as The Economists would put it. recently over dinner commented to me that What we do maximize in project selection is the "transition has demolished our culture"-transi- transition impact. Namely, the benefit expected tion to freedom and private property I mean. His to the recipients to help them prosper and pre- argument was that the communist state did pro- serve their way of life. Furthermore, EBRD only vide law and order and a certain amount of invests in projects with private sector operators money for certain cultural activities-those ap- alone. The instruments of public consultation proved by the regime of course. Let me add. and participation are frequently used before im- Nowadays, "there are no resources for intellec- portant investment decisions affecting people's tual work," he added. What about freedom, what lives are taken, in full respect of local tradition about betterment of the economic situation, I ar- and cultural pattern. gue. "Even freedom," he replied and those are I conclude by stating that all European finan- quotations from a most illustrious Russian cial institutions need to persist in their proactive writer, "in our country today is so badly tainted cooperation with the countries themselves to by money as corruption is endemic. The tradi- help them learn how to face the double challenge tional excellence of our universities had been lost of growth and competition in business as much for lack of resources. The brain drain has at- as in other societal dimensions, including cul- tracted many of the best academics into a post ture. Some of the countries in which they operate self-imposed Soviet exile, not as a persecuted dis- have inherited civilizations which go back hun- sident but as financial migrant," he concluded. dreds, in some instances, thousands of years. These are very powerful words which we can- These are true, not marketable assets, which not dismiss easily. As it is our obligation to en- need to be preserved and which in turn can pro- sure that in the pursuit of transition to civil vide the foundation for stable democracy and a society, culture and its values are not lost, what performing economy. In a nutshell, democracy, can we do, all of us, to protect it? growth and culture is indeed the trilogy put forth It is important to place strong emphasis on the in this unique conference which we all should institutions that underpinned open-market de- welcome and support. mocracy. Here institutions are meant to be the or- ganizational counterpart of values. As by institutional reform, we understand the estab- lishment of regulative framework and value sys- tems that provide guarantees of fair play. Transition in order to succeed requires institu- tion building, namely, the promotion of the rural law to guarantee freedom, restricting the influ- 64 Culture Counts Peter H. Sullivan development banks. World Bank studies show Vice President that failure to consider the social and cultural Asia Development Bank context of a project invites inappropriate design and is ultimately likely to lead to ineffective The realization of the importance of cultural fac- projects. These studies also show that attention tors has been a gradual but progressive process to issues of socio-cultural compatibility pays off for the Asian Development Bank (ADB). The ini- m economic terms: an analysis of 57 World Bank tial investments by ADB in the late 1960s and projects revealed that the 30 socio-culturally early 1970s focused on physical infrastructure in compatible projects had an average rate of return support of economic growth and agricultural de- at audit of 18.3 percent-twice as high as the rate velopment. About a decade into its operations in of return of the other 27 projects with serious so- the late 70s, ADB made its first analytical effort to cio-cultural incompatibilities. Projects need to be link culture and economic development by com- culturally acceptable-in understanding and missioning a regional study on growth and tradi- agreement-and capable of being operated and tional cultural systems. By that time, ADB had maintained by local people, their institutions, begun to realize that development is multi-di- and their organizations. mensional; that socio-cultural issues are a key In addition to designing culturally sensitive concern to beneficiaries; and that socio-cultural projects, multilateral development banks can also factors can critically influence the success or fail- directly support cultural development invest- ure of projects. ments. The range of options open to these banks For example, our initial evaluation of transmi- in this regard is wide: redevelopment of historic gration projects and early resettlement schemes sites in urban and rural areas; development and for hydropower projects were mainly exercises protection of heritage and ecotourism sites; cul- in planning and coordination. Only more re- tural and economic empowerment of indigenous cently have we fully understood disruptive im- communities; education investments that support pact of these schemes on the way people live, museums, libraries and archives; and support of how they earn their livelihood, how they practice local and national arts institutions. Programs of their faith, when and how they hold their rituals, this nature with a strong "cultural" focus also of- or how they value their physical environment, ten have a broader development impact. Historic Transmigration and resettlement programs often sights and arts institutions, for example, are key cause irreparable damage to the socio-cultural components of tourism development. Cultural fabric that holds communities together. empowerment of indigenous communities is of- In early projects, relatively little account was ten a prerequisite to their economic empower- taken of the preferences or value systems of af- ment. Cultural and educational institutions are an fected communities. For example, in Vanuatu integral part of a country's intellectual heritage and Malaysia, we can visit unused fishing docks and infrastructure. As such, they underpin eco- and fish auction markets built with ADB support nomic development. in the early 80s. Local fishers prefer to use histor- In the Asia Development Bank, an approach ical landing sites that are closer to their homes has gradually emerged that addresses cultural and adapted to their traditional vessels and mar- factors on two fronts. First, we incorporate socio- keting practices. In Bhutan, completion of a live- cultural considerations into most, if not all, of our stock development project was delayed by five projects. Second, some projects include direct in- years because we underestimated the degree of vestment in support of cultural development religious objection in a Buddhist culture to build- components. Let me first discuss how ADB in- ing abattoirs. We learned through experience corporates socio-cultural considerations into its that overlooking cultural realities comes at the projects in general. cost of project viability. Destabilizing the cultural An internal ADB Task Force on Improving environment can create social tensions under Project Quality in 1991 recommended greater so- which development and economic growth are cio-cultural awareness in designing and imple- difficult to achieve. menting sustainable projects. Subsequently, a These post-project evaluation results are con- Social Development Unit (SDU) was created in sistent with lessons learned by other multilateral 1992, and in 1995 the Office of Environment and Session IV. 65 Social Development was formed with the amal- speculators to their communities. Unless their gamation of SDU and the Office of Environment. rights to traditional lands were clarified, land- The Office of Environment and Social Develop- holdings might be subject to contest by different ment helps ensure that the environmental and so- claimants. In addition, ADB social assessment cio-cultural aspects of ADB projects and programs raised the concern that Lumads have no tradition are carefully assessed. It is this office that ensures related to irrigated agriculture. However, inter- application of ADB policies on socio-cultural de- views with Lumads indicated that they were velopment. Foremost among these policies is our keen to adopt irrigation practices given the ap- Policy on Indigenous Peoples. The policy recog- propriate training. nizes indigenous peoples' distinct identity and With these two concerns in mind, an indige- vulnerability to economic and social change. The nous peoples' plan was prepared under the policy is based on the recognition that indigenous project. This involved close dialogue between local peoples want to protect their cultural identities government officials and tribal members and lead- and to preserve aspects of culture based in ances- ers. The plan will support a survey of Lumad land tral lands and resources. The policy also recog- claims and facilitate processing of these claims un- nizes that indigenous peoples need to determine der land decrees granting legal ownership of land their own pace and path of development, and that to indigenous cultural communities. Investments social and cultural diversity is in the interest of so- in the two Lumad communities can begin only ciety rather than an obstacle to national develop- once their ancestral claims are legalized. ment or economic growth. The policy emphasizes To minimize possible cultural incompatibility that there is dignity in all cultures, that there of irrigated agriculture with traditional Lumad should be equal opportunity for all segments of agricultural practices, the plan provides for ex- society, and that all segments of society deserve tension services tailored to Lumad needs. Exten- opportunities for equal access to both the factors sion services will be more intensive than those and the benefits of development. According to the offered to migrant farmer beneficiaries and will policy, an indigenous peoples development plan emphasize adaptation of traditional practices is required of all ADB projects that affect indige- and know-how. During project implementation, nous communities. Each plan must detail indige- progress will be monitored closely, and with the nous peoples' concerns and aspirations, and show direct participation of Lumads. how the ADB-supported project is consistent with Policies and guidelines on social assessment, these concerns and aspirations. environmental assessment, gender and develop- Let me give you a specific example of a project ment, and involuntary resettlement, ensure that that takes indigenous peoples into consideration. ADB programs and projects do no harm to the Subsistence agriculture is the major economic ac- people for whom and with whom they are de- tivity in Bukidnon, a province located in the signed. At an early stage of all projects, ADB mountain ranges of the Southern Philippines. To carries out initial social and environmental as- address real needs, ADB developed the Bukid- sessments. Based on these assessments, the ADB non Integrated Area Development Project in- carries out a detailed analysis of the issues iden- volving community irrigation sites, rural roads, tified to ensure that projects are formulated with water supply, health and child care services, as full consideration for social, environmental, and well as agricultural extension and credit support. cultural issues. The package of services was identified in close Let me give you a few examples. The first, the consultation with people in five target communi- Basic Education for Girls Project in Lao People's ties. These consultations revealed that in two of Democratic Republic, is an example of a project the five target communities, the tribal Lumads that takes into consideration the traditional role comprised a majority of the population. For cen- of ethnic minority women. turies, many Lumads have occupied ancestral In Lao PDR, girls from the age of seven in eth- territories in Bukidnon without land titles. In the nic minority communities are expected to per- project communities, as many as 70 percent of form numerous household and child-care tasks. Lumads cultivate land to which they have no ab- These include collecting fuelwood, carrying wa- solute legal claim. The Lumads' main concern ter, de-husking rice, and caring for younger sib- was that project investments would bring land lings. These role expectations significantly 66 Culture Counts reduce opportunities of girls in ethnic minority of sacred trees located on the route of the communities to attend school, and participation planned expressway. According to the Hani be- rates are consequently low. Other factors contrib- lief system, a deity with the power to protect uting to low participation rates of girls include crops and guarantee good harvest resides in par- lack of schools, the long distance to existing ticular dagingshu or lom trees. Consequently, schools, the high cost of school-related expenses, these trees are considered sacred. The Hani hold and lack of ethnic minority teachers and instruc- yearly ceremonies to seek the deities' protection. tional materials. These trees are carefully safeguarded. Express- The ADB-initiated Basic Education for Girls way designers did their best to avoid the trees. In Project attempts to address some of these con- the few instances where trees could not be safe- straints by providing 375 villages with new mul- guarded, Hani elders agreed to hold ceremonies tigrade schools designed mainly to benefit ethnic to transfer the deity to another tree. minority girls. To facilitate access, the schools Other examples abound. A watershed protec- will be located in local communities close to the tion project in Sri Lanka allows access by pil- girls' homes. To make teaching more relevant, grims to a religious site on the other side of the the project will train ethnic minority teachers, protected area. In Bangladesh, a biodiversity and provide curricula and instructional materi- project is promoting indigenous livelihood activ- als adapted to the needs of ethnic minority com- ities and crafts. In Pakistan, a livelihood project munities. To ensure that the schools remain provides women who do not wish to venture too culturally sensitive, local communities will par- far from home with home-based employment ticipate closely in their management. opportunities. In the Marshall Islands, a fishing Second, let me give you an example of how an project is providing fishers with their own small- infrastructure project can be culturally sensitive. and medium-sized vessels-larger vessels The Southern Yunnan Road Development Project would take them away from their families for in the People's Republic of China aims to stimu- two weeks or more at a time, a culturally unat- late economic activity and create employment by tractive option. In Kazahkstan and Uzbekistan, building an expressway and upgrading feeder ADB education lending is financing the develop- roads. Ethnic minority concerns were a signifi- ment and supply of textbooks for ethnic and lin- cant issue during project preparation, reflecting guistic minorities. the fact that two thirds of the population in the As the second facet of its approach to support- project area belong to ethnic minorities. ing cultural development, the ADB provides re- Intensive community participation was part of sources in direct support of cultural development the project from the outset of expressway design. components in projects. The Second Tourism In- Both ethnic and mainstream populations af- frastructure Development Project in Nepal is a fected by the project shared concerns about dis- good example. ruptions due to the project. Most of these The Manaslu wilderness area is located in concerns are reflected in a minority peoples de- north-central Nepal. It is an extremely poor area velopment plan and an involuntary resettlement where people's main sources of livelihood are plan, both of which were developed in consulta- agriculture, livestock, and seasonal trading. tion with affected communities. High dependency on natural resources is leading The project design team consulted with ethnic to soil erosion and loss of biodiversity. To diver- minorities on a wide range of issues, including sify the community's sources of income and pro- sacred and religious sites. National officials of the tect the fragile ecosystem, the ADB Second Religious Affairs and Nationalities Department Tourism Infrastructure Project is developing Ma- also advised designers how to take these tradi- naslu into an ecotourism destination. The project tional sites into consideration. For example, the aims to secure the capacity of host communities ethnic Dai people consider sacred a mountain to manage tourism in their area. Transportation where a Buddhist temple used to be located. To facilities, small hydroelectric stations, and com- avoid this mountain, engineers shifted the loca- munity-managed campsites are being con- tion of a bridge that forms part of the expressway. structed to attract tourists to the area. Another ethnic group, the Hani, were also con- Cultural heritage sites are also being con- sulted by designers on how to tackle the problem served as part of tourism promotion. Manaslu is Session IV. 67 home to several gompas or monasteries, centu- grams. Institutions like the ADB have an ries-old remnants of Tibetan architecture within important role to play in providing resources to the cultural mosaic of Nepal. Gompas are in ad- develop the tools to support the cultural dimen- vanced stages of disrepair and lack the facilities sions of development. We are in the process of to welcome visitors. Under the project, repair developing valuation methodologies to help cap- and maintenance of three monasteries, Chhek- ture the social benefits and costs of cultural pro- ang, Rachhen and Naxa are underway. So far, grams. We are also developing ecotourism monastery conservation activities have included management schemes that promote the needs roof repair and the setting up of kitchens and and cultural priorities of local and indigenous sanitary facilities. Dialogue was carried out last peoples without crowding and overexploiting year with leaders of the Rachhen Gompa to cre- these areas. In close cooperation with our devel- ate an endowment fund for the gompa's monas- oping members, we are learning how to include tic school. Another monastic school is being cultural issues in development programs as well repaired in the village of Sama, with villagers as policy dialogue. contributing local materials for construction. The From its initial focus on physical infrastructure project is also arranging for community mem- and agriculture, the ADB has come a long way in bers' training in the traditional art of thanka recognizing the importance of culture and reflect- painting. ing this in its activities and lending programs. The project has a strong cultural focus, but is However, we recognize that ADB still has a lot to designed to have a much broader development learn and is continuously reviewing aspects of its impact. By restoring cultural heritage sites and operational organization and business practices. strengthening infrastructure, the project will We are also reviewing how the ADB working cul- provide people with alternative sources of em- ture enhances or impedes our ability to support ployment and income, strengthen education, and cultural programs and projects. Our goal is to alleviate pressure on a fragile ecosystem. cultivate an institutional environment that is The Asia Development Bank has also worked fully aware of, and sensitive to, the socio-cultural closely with other international organizations in dimensions and implications of our work. the field of culture. In the historic Agra-Mathura- Ferozabad Trapezium of India, ADB in collabo- ration with UNESCO is carrying out a study on the environmental improvement and sustainable development of an area that is home to over 40 protected monuments. Three of these are listed as World Heritage Sites, namely the Taj Mahal, the Agra Fort, and the Fatehpur Sikri. Two more monuments, Sikandra and Itmad-ud-Daula, are also proposed to be listed as World Heritage Sites. Apart from protecting these cultural and heritage monuments from the pressures of mod- ernization and population growth, the study will also look at supporting social infrastructure that would keep children in the vicinity from work- ing in local factories. We share the position of the World Bank that in order to attain comprehensive and sustainable development "countries themselves, not donor agencies or foreign experts, must be in the driver's seat". The heaviest burden of incorporat- ing socio-cultural considerations in projects will fall on borrowing agencies and governments, as they more carefully identify, prepare, design, im- plement, and socially evaluate development pro- 68 Culture Counts Henock Kifle culture an integral component of their develop- Director, Africa Development Institute ment efforts. Africa Development Bank In examining the role that the African Devel- opment Bank has played in supporting their de- We indeed welcome the opportunity to learn and velopment or efforts of our regional member to exchange views with colleagues and friends countries, a similar conclusion, not too surpris- from all over the world on the important role of ingly, emerges. Over the last 35 years since it culture in development. It is indeed appropriate started its lending operations, the African Devel- that such an exchange of views should be held in opment Bank has mobilized considerable re- this wonderful city of Florence, a city that has sources in supporting their development efforts thi wodru ciyo. lrne iyta a of itS member countries. Undoubtedly, the trans- played a pivotal role in the development of Italy pofta newourks bUilt , the trial and Europe throughout the ages.cultural industrial In my brief remarks, I would like to touch on projects supported, and hundreds of schools and three topics. The firs is therolethatAvocational training centers constructed, have all thlree tOpiCS. The first iS the role that African had a major impact on the lives and cultures of countries and their development partners have many africaconitie. Yet, ecuep it assigned in the past to culture and to cultural last fewyar whenithe Afia evepment proram an prjecs, n teireffrtsto ro-last few years when the African Development programs and projects, in their efforts to pro- Bank began to consider collectively cultural and mote the development of Africa. The second is- Bn ea ocnie olcieyclua n sute isthe likelyoplaen of ArculTure iond ftre institutional factors, it was indeed beyond exag- sue is the likely place of culture in futu- geration to state that culture or cultural develop- development efforts. And third, the role that Af- ment were explicit considerations or goals in the rica s development partners should and could development projects that the Bank financed. play in the region's efforts to promote such a de- Even in the projects and programs that necessar- velopment in the coming decades and in the new ily have a clear cultural content, such as the edu- century. cation projects, the implicit or explicit goal was In preparation for this conference and in seek- often to modernize and develop, rather than de- ing to answer how development has had an im- velop the many cultures that constitute African pact on cultural programs and projects in Africa, countries. my colleagues and I at the African Development How do we explain the relative neglect of cul- Bank came up with the following observations. I ture and cultural development in projects and should add that these observations are subject to programs? And what does the future hold in this challenge and I hope they will be challenged. We regard? I believe it is important to step back and noticed that a few countries with rich historical review the political economy of post-indepen- heritage have indeed adopted clear cultural pol- dent Africa and the trajectory of events that have icies and projects to enable their people to bene- taken in many countries during this era. I wish to fits from the instance of such treasures. They stress a few of these salient features. At the time have promoted cultural tourism and other ways of independence and the close of the colonial era of benefiting from their heritage. Others have which must necessarily be seen as a total nega- sought to promote traditional arts and products tion of African culture, most African leaders saw and thereby create an industry to support a live- the tremendous challenge facing them as that of lihood for those engaged in such production. Of- nation building. This was taken to mean the forg- ten, this has been done in the context of national ing of a single nation and a single culture, as the game reserves. And sometimes these have many peoples and distinct cultural groupings or sought to popularize their contemporary art, colonialization left behind were seen as a threat both as a means of deepening national identity to the nation state. The popular slogan of the and creating a cultural industry. Nonetheless, day-"one party, one nation"-would soon be despite the obvious importance accorded-at generated, as we all know, into one party and least officially by all countries-to preserving one lifetime leader or president. their cultural heritage and identity and to devel- Most newly independent African countries oping it further, it will appear that only a handful also saw their government or the state could only of countries have indeed mobilized their re- bring about economic development in the short sources and developed their know-how to make term. In this regard, we should remember that Session IV. 69 contemporary development thought supported also began to blossom, creating a much more the notion and example of socialist countries as divers cultural landscape. We have also wit- appropriate to emulate. The heavy hand of bu- nessed the end of apartheid in South Africa and reaucracies soon begun to stifle the private and the restoration of democracy in Nigeria. At the commercial initiatives in favor of government same time, we should always recall the ethnic edicts. In the extreme cases such as my own clashes and conflicts based on different cultural country, Ethiopia, military government sought values have intensified in a number of countries to create whole new societal and cultural rela- leading to genocide in Rwanda and the collapse tions by seeking to eradicate traditional values, of the modern state in the Somalia. The economic beliefs, and organizations. Not too surprisingly, reform programs of the last decade have also be- this proved to be a short-lived, although costly gan to change radically the African economic experiment. landscape. With the retrenchment of the states Nonetheless in the immediate years after inde- and the encouragement given to private enter- pendence, the political and economic approaches prise and the market, the state has begun to lose adopted by many countries seem to have its predominant role. Here again, we're begin- worked. Economic growth was well above pop- ning to see the proliferation of actors on the eco- ulation growth rates. And in many countries, it nomic scene, both domestic and foreign. reached the revival rate of seven to eight percent This brief and highly systematic review of po- a year. The project of national integration seemed litical and economic developments in Africa over to be well on its way. And basic human develop- the last two to three decades, shows that African ment indicators also improved. Yet, the external countries are entering the new millennium much shocks that this country began to face in the mid- changed. The political and economic landscape 1970s and later in the early 1980s, were to see the in Africa is more complex and richer today. A fragility of the progress that almost all countries central question that African countries and their had made. Almost all countries began a down- development partners must pose and answer is ward spiral. The 1980s were a period of turmoil the following: What development paradigms and decline for most African countries. Eco- should African countries adopt to promote rapid nomic growth stagnated or declined. Civil strife economic growth and sustainable development? and conflict were common. And standard of liv- I believe that the African development experi- ing plummeted, wiping out the gains that had ence of the past few years has highlighted a few been made in the early post-independence pe- important lessons that must necessarily be taken riod. It was also the beginning of African indebt- into account in our future development efforts. edness which, 25 years later on, we still have yet The first is that while the state has a clear de- to resolve. As a result of this crisis, most coun- velopmental role, it should also be one of facilita- tries began to adopt economic stabilization and tor, an enabler, not the dominant actor it was in adjustment programs supported and financed by the past. Development policy has to allow for the Bretton Woods institutions. others to participate freely, whether this be tradi- A point that I would like to stress here is that, tional communities or individuals in the private in the era of crisis where basic needs were not be- sector. Second, development can not occur if se- ing made, few countries had the will or the re- vere macro economic imbalances are allowed to sources to invest in cultural projects and emerge and persist. Prudent macro economic programs. In the 1990s, we began to witness the policy and management is essential if sustainable reversal of some of these trends. Some positive development and growth is to be achieved. We economic and political developments have be- must therefore put the debate over stabilization gan to take place in many countries in Africa. We and adjustment programs behind us. Third, it are witness to the rebirth of democratic move- has become evident that the economic policies ments and the holding of elections in many coun- alone or just getting economic policies right, tries. And while it is clearly too early, too while essential, may not be sufficient to bring premature to claim that democracy has taken about development. Important extra economic root, liberalization has indeed taken place, allow- factors, such as ownership of the development ing the emergence of civil society organizations process by countries and communities and place- and the respect for some basic human rights. ment of essential attributes of good governance, Long suppressed communities and cultures have are essential. 70 Culture Counts This is what I believe the World Bank refers to The Bank's new vision stresses that the objec- in its new development approach, namely, the tive of the Bank activities must center on poverty comprehensive development framework. In this alleviation. And while the central function as a regard, it is also important to stress that the development bank must necessarily continue to emergence of new actors on both the economic be the moralization of financial resources for our and political arenas and their fuller participation member countries, its interventions would be in the ownership of the development process much more broad than in the past. It will in par- will necessarily imply that the way development ticular, give high priority in its loan lending ac- is defined, managed, and run will be radically tivities to sustainable development and to different in the future than it has been in the past. promote a gender equality. And underpinning Greater transparency and participation results in all such efforts will be the Bank's emphasis on the richer definition of development, with cul- good governance as an essential prerequisite. tural and social values taking a much more cen- Good governance is necessary if development tral role. This, I think, is what Professor Streeten process becomes participatory and driven by the was emphasizing when he noted that economic values and aspirations of all actors in society. growth should also be seen as a means to achiev- That option of the new vision of the African ing the values and goals of the communities or Development Bank has begun to have an impor- societies sets for itself rather than cultural being tant effect on the way it conducts its business. At seen simply as an instrument. the macroeconomic and sectoral level, the in- Let me briefly touch on the role that Africa's creasing emphasis is to develop the incorporation development partners should seek to play in this with govemments and other donor comprehen- changing political and economic environment sive sector programs. This seeks to set the essen- that we face on the continent. If development is tial framework for all development activities in to move beyond rhetoric reality, multilateral and the sector. And at the local level, emphasis is on bilateral development agencies should forge a the development of projects that involve commu- much richer and complex partnership with Afri- nities in their design and management. And can governments and the emergent organiza- while such a participatory approach is necessar- tions of society than has been done in the past. ily time consuming and complex, we're begin- They will need to recognize that sustainable de- nin tose thatuming andeed we re begin- velopment would only be a reality if African gov- nto see that they indeed have high payoffs. ernments~~~ ~ an comnte bei tost h And that their sustainability is guaranteed in the ernmnents and communites begin to set the logr em development agenda for themselves. Where the longer term. capacity to such an agenda does not exist, efforts Let me conclude by stressing once again that must be made to help countries develop the nec- Africa enters the new millennium much essary capacity so that the partnership is one of changed, both politically and economically. The equals. The new partnership must necessarily be Africa of today is much different than the one at built on shared values if it is to endure. While the time of its independence some 35 years back seeking to preserve and build each country's cul- and even ten years back. Political and economic tural heritage, such partnership must nonethe- liberalization in many countries holds the prom- less be based on certain universal values. We ise that Afica's development agenda indeed be should include, I would argue, respect for basic driven by its governments and peoples, and by human rights and the rule of law, democratic theirvaluesculturesandaspirations.Theroleof and participatory forms of government, and the African development partners must necessarily creation of cultural pluralism with the nation be supportive. Sustainable development requires states. the negation of the temptation to take control, to The last few years, we at the African Develop- lead the development efforts. Nurturing partici- ment Bank have sought to redefine our vision, patory development would undoubtedly require our role in Africa's development. In the light of patience and dialogue, as any democratic pro- the changing political and economic conditions cess must. Yet, if Africa's development partners of the continent, we have realized that our role dedicate themselves to such an equal partner- must change if we are to remain relevant and ship, the promise of the African renaissance, that supportive with the development efforts and as- South African President Mbeki foresees, will in- pirations of the people of Africa. deed become a reality in the new millennium. Session IV. 71 Eduardo Rojas To round up this concise review of the activi- Principal Specialist, Urban Development ties being undertaken by the Inter American De- Inter-American Development Bank velopment Bank, it is worth noting that it is also very active in fulfilling its mandate of promoting A New Frontier for Multilateral Cooperation: the reform of the state. It is assisting govern- The,Exprienceof the Inter American ments to improve the efficiency of their execu- ThvelEopemenceBa tive, legislative, and judiciary branches and in the reform of tax management. Lending for the The late 1990s have been exciting times at the In- enviromnent has not only increased by also ex- ter American Development Bank (IDB). As the panded its scope and efficacy and the IDB has institution prepares to celebrate its 40th anniver- maintained a sustained concern for gender issues sary in December 1999, it has cause to be proud and the support of the development of indige- of its accomplishments. The governors from the nous communities. 46 states that own the IDB have guided the insti- The IDB is also contributing to the expansion tution not only to play a leading role in the eco- of the development agenda to include solutions nomic development of the region but, as its first to problems like domestic and urban violence, president aptly put it, "to be more than just a early childhood development, and recently, the Bank". The practical implication of this approach preservation of the urban heritage. The sociocul- is that the IDB, from its inception in 1959 has pi- tural aspects of projects are cared for by specific oneered the involvement of multilateral devel- policies (like that on involuntary resettlement) opment banks in fields as diverse social and strategies (like those guiding IDB actions on development, the reform of the state, and re- the development of indigenous communities or cently, the preservation of the urban heritage. the treatment of gender issues in IDB projects). A The IDB traditional concern for social develop- special management committee reviews all ment was reinforced by the mandates received projects to ensure compliance with these policies from its governors in 1994 instructing to devote at and strategies. least half of its lending capacity to projects having As the third millennium approaches, the IDB a direct impact on the reduction of poverty. The is preparing for the challenges ahead. These in- 1DB was also asked to promote the reform of the clude addressing the problems of inclusion being state and continue supporting the regional eco- faced by the Region where the significant eco- tomic integrationprocessotheprivatization drive nomic growth of the last decade has not bene- sweeping the region, and the protection of the en- fited the population in the lower half of the vironment. The IDB has faced these mandates income distribution structure. This leads the IDB with a growing lending program and concurrent to expand its support to activities impacting the technical cooperation and policy advise activities. formation of human and social capital and the Bank lending has supported the second gener- modernization of the public sector as a key actor ation of reforms made possible by the growing in directing the economies to attain greater social macroeconomic stability of the region. Reforms equity. of the education, health, and social housing sec- tors are having a direct impact on the living con- Financing Culture as a Component of ditions of the low-income population and Development,the Crossing of a NewIFrontier enhancing the long-term development prospects The participants in this conference are well of the countries though their impacts on the qual- aware of the fact that facing the challenge of in- ity of human capital. In turn, reforms to social se- clusion involves more than just fostering eco- curity systems are not only improving this area of nomic growth. It requires purposeful actions to government concern, but also contributing to the integrally enhance the quality of life of the popu- development of local capital markets. The IDB is lation and this includes among others, fostering also very active in supporting private investment their sense of belonging and self esteem, and in infrastructure through its private sector win- boosting their creativity, all factors commonly dow and in promoting employment generation associated with culture. Notwithstanding this through its micro-enterprise program and the ac- awareness, there is still little agreement about the tivities of the Multilateral Investment Fund. role of culture in socioeconomic development. 72 Culture Counts The international development community has necessary, like urban heritage preservation, there been debating this issue for some time. The intel- is little clarity about their priority to compete lectual leadership of UNESCO and research ef- with pressing poverty alleviation investments in forts of the World Bank and its partners in this education, health and sanitation for scarce public venture are noteworthy. At a conceptual level, all resources. Furthermore, for projects to be eligible agree that culture is an essential component of for Bank financing they must have economic the identity and cohesion of a society or social benefits capable of being demonstrated with the group, and that these attributes are gaining im- methodologies available. These methodologies portance as counterweights to the sweeping cur- often do not capture all the impacts of cultural rents of globalization. However, at the practical development. and empirical level, only a handful of cultural This does not imply that investment in cultural factors have been directly connected with the ac- development needs not to be considered. Several celeration of socioeconomic development pro- reasons support continuing concern for this issue. cess. Actually, in many quarters, cultural factors Ongoing research is pointing to new and power- are often linked with barriers to the moderniza- ful linkages between culture and socioeconomic tion of the economies. development and as solid evidence of these link- The most direct connection between culture ages is brought forward, the rationale for Bank in- and development is the long established policy volvement will get more solid. Also governments of preserving and enhancing cultural heritage- are approaching the IDB for help with their cul- the sum of humankind's experience made tangi- tural development programs. Support for culture ble-as a foundation for tourism. Culture-based is a long established public expenditure item, tourism is today the fastest growing segment of thus an area of concern for reform of the state pro- this sector. Another direct connection is that grams. Furthermore, countries also invest private some cultural products, like music and the visual resources in the support of cultural activities and and scenic arts, have commercial value and rep- the efficient coordination of public and private resent a source of income for a vast variety of art- expenditures is also a concern. ists and crafts people. Latin America is a case in The vast field of cultural development holds point where the growing interest in Latin music promise to contain a variety of bankable invest- in the Western Hemisphere creates income-gen- ments. A few are known already and are being fi- erating opportunities for musicians and many nanced by the Inter American Development other trades linked to the production and distri- Bank. But full incorporation of cultural develop- bution of this cultural product. A more indirect ment into IDB financing involves crossing a new connection has been proposed linking cultural frontier and more solid evidence on their bank- factors to transaction costs in the economy. How- ability is still required. ever the connection has not been established em- As a consequence, in supporting culture-re- pirically yet and no policy prescriptions have lated investments, the Inter American Develop- been put forward to modify its impacts on eco- ment Bank has proceeded with caution. It has nomic efficiency. focused on projects that have direct links to its Notwithstanding these considerations, for a multilateral development bank, even one with currents mandatesiandftfanced ompo- wide reaching mandates like the IDB, financing nents investments. Promofion of tourism was culture, as a component of development remains tinal investmentsPmi of Bours as problematic. Several reasons explain this diffi- the s intal fleld of ivestment but IDB has also culty. First, the few proven linkages between cul- sup norted c ultural projects with impact on the ture and socioeconomic development offer little alleviation of poverty and urban historic preser- scope for public involvement either because they vation initiatives that incorporate the private sec- relate to economic activities for which the private tor and contribute to improve the management sector have advantages, thus requiring limited of public funds. The IDB has also financed cul- government support, or because there are no ture-related investments as part of larger infra- proven ways of influencing them, like the cul- structure projects, when these investments are ture-induced transaction costs. Even for those ac- connected with the infrastructures and represent tivities in which government support is deemed a small outlay. All projects financed has passed Session IV. 73 the IDB strict evaluation criteria that include these neighborhoods attract a significant flow of proof of their sound technical design, positive tourism as the original port of the city and the re- economic returns, sustainable financing and in- puted birthplace of the tango. stitutional execution mechanisms, and positive social and environmental impacts. Support for culture-based tourism Lessons learned from early projects has lead DB to plc gra,mhsso h Early projects involved support for culture- IDB to placgretephasso long-term based tourism. The rehabilitation of the monu- sustainability of the cultural development in- ments of Cuzco, Peru's prime tourism destina- vestments that finances, particularly promoting tion, and of Old Panama City, are but early the active involvement of all stakeholders in examples of this approach to supporting the project financing and execution. This concern has preservation of the cultural heritage. These in- lead to the IDB to promote public-private part- vestments although bringing positive economic nerships of different sorts and to emphasize com- returns, faced long-term sustainability problems, munity ownership of this type of investments, as the institutional structures in charge of the in- vestments were unable to ensure the proper op- The Stated Principles in Action-Cultural eration and maintenance of the preserved Development Projects at the IDB monuments. A more recent project in this line is These principles have guided IDB lending for the Tourism Promotion Project for Northeastern projects directly connected with the develop- Brazil that in addition to financing infrastructure ment of culture or with significant components or importance for tourism (sanitation, roads, and benefiting aspects of culture. airports) include a component for the preserva- tion of historic centers. Resources are lent to mu- Cultural activities in social development nicipalities and states that undertook the obligation to operate and maintain the preserved Tfhe IDB supported the expansion of the Youth Or- monuments. chestras Program of Venezuela, a cultural activity with social development objectives. Children from Urban historic preservation poor neighborhoods are involved in local orches- tras that perform in the community. Although The most significant activity of IDB in the realm they receive formal training in music only a hand- of supporting the development of culture in its ful of students become professional musicians. In- borrowing member countries are the loans that volvement in the program enhances the self- have been provided in the last five years for ur- esteem of children and their families, improving ban historic preservation. These include loans to their chances of success in education and work life. the Municipality of Quito for the rehabilitation of the historic center; to the Government of Uru- Investment in culture piggybacking on guay for an urban revitalization program that in- investment loans volve the preservation of the railway terminal of Montevideo, a historic landmark; and to the Min- Several infrastructure investment loans contain istry of Culture of the Government of Brazil for historic preservation and community develop- launching a urban heritage preservation pro- ment activities based on culture. Financing for the gram in partnership with municipalities. Re- upgrading of a regional road in Bolivia included sponding to specific problems the loans put into resources for the preservation of one of the old play different aspects of the IDB approach to pro- bridges and a nearby church dating from the 18th mote sustainable urban historic preservation century. Similarly, financing for the one billion through partnership with interested stakehold- dollar environmental cleanup of the Riachuelo ers. The loan to Quito promotes public-private River in Buenos Aires included a component for partnerships to involve stakeholders. The Mon- the rehabilitation of the historic neighborhoods of tevideo project seeks direct private sector invest- La Boca, Barracas and Isla Maciel, deteriorated by ment in the operation and maintenance of the frequent flooding that will be prevented by the historic railway station. The loan to the Brazilian program. In addition to their rich community life, Ministry of Culture in turn centers on the issues 74 Culture Counts of setting priorities for public investment and vestments in historic cities like Ouro Preto and how to establish sustainable process of preserva- historic centers like that of Recife. tion based on community led projects. Expanding IDB Involvement in Cultural The historic center of Quito Development The rehabilitation of the historic center of Quito At this junction of IDB involvement in cultural opened the possibility for IDB to explore the po- development and given available knowledge on tential of an integrated approach to urban heri- its impact on socioeconomic development, two tage preservation based in putting monuments paths are foreseen as worth pursuing. The first is and architecturally significant buildings to con- to expand on the experience gained in urban his- temporary sustainable uses. The coordination toric preservation projects that points to the need problems associated with the fulfillment of a for a more integrated approach, one that estab- public objective through the intervention of the lishes a dear link with the economic and social private sector were solved through the establish- revitalization of the area where the monuments ment of a mixed-capital corporation. This entity are located. The second path emerges from the is undertaking preservation work in partnership realization that in financing projects related to with landlords and private investors and selling cultural development, IDB has focused on a nar- the resulting floor space in the market. The re- row set of the vast field topics that can be in- sults obtained so far include new retail, office, cluded by and expanded view of culture. There hotel, and housing space in preserved buildings are pressures on IDB to adopt a wider view of whose demand is fostered by improved accessi- culture, one that may lead it into uncharted terri- bility and quality of the public space. tory. This issue must be addressed. Culture in its widest sense is perceived by most Central Railway Station in Montevideo citizens as having an intrinsic value, prompting The preservation of the Central Railway Station societies to invest on it. Public resources are ear- in Montevideo allowed IDB to promote an even marked for cultural activities by all levels of gov- more proactive approach to private sector in- ernment. Private philanthropy also contributes, volvement. Resources of IDB are financing the increasing the resources devoted by communities preservation of the structure, facade, and roof of to support cultural activities with no commercial the station, readying the building for being given returns. Multilateral development banks may in concession for private investors to develop a have a direct role to play in helping governments mix use complex including culture, recreation to improve public expenditures in support of cul- and retail space. ture. This can benefit national, state or municipal governments. A central focus of this support is to The "Monumenta" Program of Brazil set up sustainable mechanisms for supporting The Monumenta Program of Brazil is the first na- cultural development, which involve all stake- tional urban historic preservation program fi- holders in their most efficient capacity. The pro- nanced by IDB. It confronted the institution with moton of private philanthropy iS another area o the issues of setting priorities for allocating fed- development that when based on tax incentives eral funds. The importance and urgency of pre- create a form of private participation in the alloca- serving specific monuments and historic centers tion of public resources. This area of concern is is not always self-evident and different groups linked to securing sustainable sources for financ- and individuals usably disagree. The Inter Amer- ing the development of cultural activities and the ican Development Bank introduced strategic protection of heritage of national interest. choice methods to the task and is strengthening Multilateral development banks may play an the institutional capacity of the federal institu- indirect role in the development of culture tions to undertake this task. To improve local through their support to local governments. ownership of the federally financed investment, States and municipalities often are most active in projects must be proposed by the municipalities supporting culture and they will benefit from as- with ample participation of the community and sistance for financing infrastructures and effi- private investors. The program is financing in- ciently managing cultural expenditures. The Session IV. 75 development of public-private partnerships is an itage declaration of UNESCO. Multilateral devel- efficient tool for involving all stakeholders in fi- opment banks cannot enter this field of financing nancing and managing cultural activities. or institutional support, but can assist the rele- The protection of the heritage of international vant institutions in calling the relevant actors, interest requires forging effective intemational public, and private, to join in the effort. partnerships. The partnership promoted since On closing, the Inter American Development 1997 by the World Bank is a beginning, though it Bank is facing a complex challenge, the paths has focused on the exchange of experiences and suggested are promising, but many uncertainties sharing of research results. This initiative re- exist that can only be solved through more re- quires to be taken further to set up sustainable in- search and reflection on experience. The IDB can ternational sources of finance to help national contribute the lessons of its lending experience, it governments to protect the heritage declared of is offered here as a contribution to share with the international interest, for instance the world her- other partners in this challenging endeavor. Session V.A1. Bilateral Development Agencies: Development Impact of Programs and Projects on Culture and Prototypes and Best Practices Session V (Roundtable Al) includes the presentation of cases of investment projects in culture by bilateral development agencies with emphasis on the development impact on local employment, social cohesion, and ed- ucation. Presentations will provide quantitative assessments on the development impact of the projects under- taken and will address thefollowing issues: * How do cultural programs relate to educational programs? * Should activities be restricted to cultural heritage programs or also to nontangible aspects of culture? * Did these programs create new opportunitiesfor the poor? * Are their social, cultural and environmental benteits? This session was moderated by Rino Serri, Undersecretary of State, Ministry of Foreign Affairs, Italy. Fulvio Massard individus et des communautes-et non seule- Director, Administration and Finance ment l'acces aux biens materiels-qu'il a comme Department, Member of the Directorate, objectif le bien-etre physique, spirituel, social de Swiss Agency for Developmentandl'homme et des communautes, fait lentement SWiSS Agency for Development and mais avec assurance son chemin. Cooperation La cooperation suisse-comme tant d'autres- a dia faire l'experience de la difficulte pour les La politique suisse de cooperation est d6finie peuples des pays en developpement de s'identi- dans la Loi federale du 19 mars 1976 sur la coo- fier avec les modeles du Nord: des modeles de peration au developpement et l'aide humanitaire production ne respectant pas les paradigmes de intemationales. relation parfois sacr6e entre l'homme et la terre, La loi de 1976 dit que le but de la cooperation des modeles de contenus de programmes scolai- au developpement de la Suisse est de soutenir les res concus en vase clos dans les capitales euro- efforts des pays en developpement en vue d'am& peennes, des modeles de democratie formelle liorer les conditions de vie de leurs populations. ignorant les mecanismes traditionnels d'apparte- Elle doit contribuer a mettre ces pays en mesure nance a des groupes et a des communautes histo- d'assurer leur developpement par leurs propres riques (l'exemple du Rwanda a et pour tous un forces. L'objectif n'est donc pas compris de ma- enseignement douloureux). niere purement economique, mais implique une II ne s'agit pas de retomber dans les querelles definition large du developpement, comprenant des modernes et des anciens: les cultures tradi- les valeurs non materielles. tionnelles doivent etre respectees, mais elles doi- Notre Direction du d6veloppement et de la vent aussi etre capables de se confronter aux coop6ration suit donc avec attention les r6flexions exigences du temps. et discussions qui se situent dans le cadre de la Dans notre esprit, la culture n'est pas une di- Decennie pour le d6veloppement culturel, vouees mension parmi d'autres du developpement. Nous a mettre en exergue l'importance de la dimension croyons que le d6veloppement en tant que tel est humaine et culturelle dans les processus du deve- un processus culturel. Un developpement dura- loppement. L'idee que le developpement em- ble n'est possible que dans la mesure out les deci- brasse toutes les dimensions de l'existence des sions et les projets ont une place dans la culture 76 Session V.AL. 77 qui les accueille, les communautes concern6es Jalqu'a her dont l'objectif est d'un c6t6 de pro- sont capables de mener elles-memes jusqu'au mouvoir la creation d'emplois dans le domaine bout le processus de leur d6veloppement. Nous de l'artisanat artistique et d'augmenter le niveau avons de notre c6t6 un r6le d'accompagnement et des revenus de la population, de l'autre de met- de soutien, le r8le de la sage-femme de socratique tre en valeur un ancien patrimoine culturel et ar- memoire. tistique. Les tissus traditionnels, riches en motifs Dans son Image directrice, publiee cette an- et en laine de mouton et d'alpaga, avaient fait nee, notre Direction du developpement et de la place progressivement a des produits standardi- cooperation inscrit au chapitre de sa mission: ses et synthetiques. Par une etude d'anciennes * "Favoriser l'acces au savoir" et, collections de textiles la qualite traditionnelle des * "Encourager la compr6hension entres les cul- materiaux et les anciens motifs ont ete recuperes tures". pour la production par un certain nombre de tis- Nous considerons dans cette perspective le serands de communautes rurales. Le projet oc- terme de culture dans son sens le plus large-an- cupe aujourd'hui plus de mille tisserands dans thropologique-du terme, incluant les valeurs 16 ateliers ruraux et deux quartiers urbains de politiques et sociales, les droits des citoyens et des Sucre. Produisant actuellement par annee des re- citoyennes, les normes de la vue communautaire. venus presque 6quivalents aux investissements Un projet culturel est pour nous celui qui nalt effectues sur six ans, ce projet est une demonstra- d'exigences exprimees par une communaute en tion du fait que la remise en valeur d'6lements vue de renforcer un capital de savoir ou de sa- d'une culture traditionnelle, l'initiative entrepre- voir-faire traditionnel, qui est capable d'impli- neuriale et le developpement d'un secteur indus- quer ses resultats dans les modes de vie et les triel peuvent etre compatibles. attitudes etablies de la vie sociale ; un projet dans Voici un autre exemple, provenant de la meme lequel nos partenaires investissent des ressources region: intellectuelles, humaines, technologiques, tout au La productivite agricole des hauts territoires long des differentes phases, de la preparation a des Andes pr6sente les problemes bien connus. l'evaluation, des mesures envisag6es. La recherche de m6thodes et techniques de cul- La cooperation suisse essaie dans cette pers- ture des sols ayant un haut degre de productivite pective d'accorder une plus grande attention aux mais respectant les ressources naturelles consti- cultures des minorites, des groupes marginalises tue l'un des problemes majeurs du developpe- et des populations autochtones, qui represen- ment economique de ces regions. tent-avec 5000 groupes culturels-le 90 % de la Un exemple interessant de valorisation d'an- diversite culturelle de la population mondiale. dens savoir-faire sont deux projets lances a partir L'engagement suisse en faveur des minorit6s et de la fin des annees 80 dans la region du lac Titi- des peuples autochtones se manifeste par la pro- caca, sur territoire peruvien et bolivien. Des motion des droits de ces peuples et de leur capa- fouilles archeologiques ont permis la redecouverte cite a les faire valoir (par exemple par un appui d'une ancienne technique agricole, introduite dans aux processus de decentralisation des pouvoirs), la p6riode pre-Inca, et utilis6e dans la periode Inca, ainsi que par la mise en valeur et la diffusion de entre 1000 avant Jesus-Christ et 1500 apres Jesus- leur savoir et de leurs savoir-faire traditionnels. Christ. Cette technique (appelee "waru waru" au La culture et les modes de vie de ces populations, Perou et "Suka Kollus" en Bolivie ) consiste dans inscrits dans le territoire qu'elles occupent, sont la creation de plates-bandes rectangulaires surele- particulierement integres a leur environnement vees et entourees d'un fosse rempli d'eau. Apres et respectueux de la nature. une phase d'etude sur le plan arch6ologique, Je vais donner ici quatre exemples de projets d'analyse des aspects techniques et economiques que la cooperation suisse mene dans le domaine relatifs a l'application de ces anciennes methodes, culturel entendu dans son sens le plus gen6ral. de discussion avec les associations locales et les Les deux premiers concernent l'articulation cul- populations concernees, l'introduction de cette an- ture/6conomie. cienne technologie a fourni (on peut l'affirmer par Nous soutenons dans la region des Andes me- rapport au territoire peruvien, oii les evaluations ridionales boliviennes un projet de revalorisation se fondent sur une periode d'experimentation plus de textiles traditionnels des cultures Tarabuco et longue), des resultats encourageants: 78 Culture Counts * malgre l'intensite des soins qu'elle demande, nise deux ateliers sur les droits de l'homme en cette technique peut etre maitris6e par les pro- milieu rural, dont un a Ouagadougou. I1 s'agis- ducteurs locaux ; plus de 8000 familles sont ac- sait de montrer aux communicateurs que les tuellement concernees au Perou; droits de l'homme ne sont pas une invention des * la rentabilite des sols est fortement amelioree Occidentaux, mais qu'il existe des valeurs positi- par rapport aux autres methodes de culture ves dans toutes les cultures, qui vont dans le sens pratiqu&es dans cette region: trois fois plus de ce qu'on appelle aujourd'hui les droits de elevee en ce qui concerne la production de l'homme. Dans ce cadre, a Ouagadougou, il a ete pommes de terre, deux fois plus elevee en ce produit un magazine radio qui a beneficie de qui concerne la production d'avoine et d'orge; quelques 150 diffusions. Ceci represente en tout * l'influence de ces methodes sur le microdimat environ 10 millions d'auditeurs et d'auditrices. (rechauffement de la temperature de 2-3 de- L'ampleur de cet impact est surprenant; il nous gres) reduit les effets des gelees. incite a mettre l'accent dor6navant sur le travail Les succes obtenus par l'introduction de ces en reseau. technologies particulierement bien adaptees aux Autre resultat int6ressant, sur le plan institu- conditions locales ont amen6 les communaut6s tionnel cette fois-ci. En collaboration avec la CIR- paysannes a proceder a l'identification de zones TEF (Conference interregionale des radios- agricoles supplementaires. Presque 5000 hectares t6l6visions d'expressions francaise), nous avons sont actuellement cultiv6s au Perou, 142000 hecta- lance une r6flexion sur la necessite, dans un con- res potentiels supplementaires ont et identifies! texte de pluralisme radiophonique, de transformer Le troisieme et le quatrieme exemple concer- les radios-t6l6visions d'Etat en radios-t6l6visions nent l'articulation culture-droits de 1'homme. de service public. Des ateliers a Bamako, au Mada- Depuis le debut des annees 90, la cooperation gascar et a Libreville ont permit d'6tablir, au-dela suisse soutient un programme d'appui aux mass- des codes de d6ontologie joumalstique, un code m ,dias en Afrique de l'Ouest. L'accent est mis sur de conduite des collaborateurs de l'audiovisuel du les radios rurales, c'est-A-dire le moyen qui nous service publique. Ce code est important. En effet, semble le plus prometteur dans le cadre d'une so- les deux premiers ateiers avaient fait apparatre ci6t6 de caractere avant tout rural, oui les mass- les des princpau otades Av16e rgence ,,ia n, son pou Lapuatqe ,~ &n qu un des principaux obstacles a l'emergence d'un Notrias ne programme maspmldpartsqu travaireeac- veritable service public ne se situait pas necessaire- N p mi - ment du c6t6 de l'Etat, mais au niveau des collabo- tuellement au Benin, au Burkina Faso, en Guinee, rateurs ui ne comprennent as u'ils euvent au Mali, au Niger, au Sen6gal et au Tchad. I1 grdeIru qne ceraienom pas q s'ils sont donne la priorite a la formation de journalistes, si garder une certaine autonomie meme s'ils sont possible en Afrique de l'Ouest, sur le terrain. payes parcl Etat- L'appui en equipements est secondaire, mais Les radios rurales ont un impact plus ou mors reste evidemment une necessite. Le but de ce ponctuel, certes; mais ce qul nous semble impor- programme est d'utiliser l'effet emancipateur tant, c'est la dynamique qu'elles peuvent crger et des m6dias afin de promouvoir la democratie et la force motrice qu'elles peuvent generer. Nous la participation des citoyens aux processus de avons constate a maintes reprises des impacts di- decision; les medias jouent egalement un role ir- rects ou indirects des radios rurales par rapport a portant dans la sensibilisation de la population des problematiques comme la democratisation, aux nombreux problemes des societes africaines. la gestion de conflits, l'6cologie ou la sant6. I1 est tres difficile de mesurer l'impact quanti- L'experience des dernieres annees nous mon- tatif d'un tel programme, surtout dans un con- tre l'importance croissante des nouvelles techno- texte rural avec sa densit6 de population basse, logies de l'information pour les pays du Sud, et ses problemes de communication et ses mauvai- surtout pour les radios rurales. En particulier, les ses routes. Le developpement n'est pas une nouveaux supports audio-numeriques comme science exacte! A defaut de chiffres pr6cis, nous les CD ou les Digital Video Discs (DVD) vont aimerions vous donner quelques exemples d'ef- permettre de conserver durablement la culture fets dus a ce programme, que nous avons pu orale. constater ces dernieres annees. Le seul secteur dans lequel la DDC a realise et En collaboration avec une ONG suisse, nom- realise un programme de cooperation culturelle mee Ecole instrument de paix, nous avons orga- au sens plus 6troit du terme (culture comme ex- Session V.A1. 79 pression artistique) est la cooperation avec les ron 80%. En ce qui concerne les objectifs princi- 6tats de l'Europe centrale et orientale, et ce de- paux, indiques auparavant, on peut tirer un bilan puis 1990. certainement positif, avec quelques zones grises: L'objectif g6neral de cette coop6ration est l'ac- * les organisations et institutions soutenues sont celeration des processus de transition de ces pays pratiquement toutes actives en dehors des ca- et leur integration dans le contexte culturel euro- pitales, dans des r6gions decentralisees; il est peen. La phase traversee par ces pays depuis une ainsi possible de promouvoir des productions d6cennie a eu des consequences profondes sur la artistiques moins liees aux grands r6seaux of- vie artistique et les institutions culturelles: dimi- ficiels nationaux; nution de I'aide 6tatique et de l'occupation, re- * une amelioration des capacites de gestion peut mise en question du r6le social de la culture. La etre attestee (planification, finances, informa- survie de nombreux artistes et des organisations tion et documentation). Les institutions ont ete culturelles depend desormais beaucoup de leur capables d'identifier des sources de finance- disposition a se prendre en charge et du d6velop- ment diversifiees. Malgre le volume d'activit6s pement de leurs capacites entrepreneuriales. en augmentation, le degre d'autofinancement Les createurs et les intermediaires culturels de ces institutions s'est cependant rev6l6 jouent dans cette periode de transition un r6le comme encore insuffisant (nettement inf6rieur important dans la mesure oi il creaient un es- a 50%). La survie de ces institutions a moyen pace de confrontation critique entre valeurs et terme ne semble cependant pas compromise; comportements du passe et perspectives d'ave- * les efforts necessaires pour developper les ca- nir, de thematisation d'une identit6 qui change. pacites de gestion ont en partie absorb6 les A travers la fondation Pro Helvetia la coop6ra- energies necessaires a la recherche de reseaux tion suisse gere un programme culturel dont les en dehors du pays. Ce point peut etre consi- objectifs principaux sont: l'amelioration des con- dere comme critique. Les differences des ni- ditions institutionnelles dans les domaines de la veaux des couts entre ces pays et les pays production et de l'intermediation culturelle, la occidentaux est aussi un 6lement qui a jou6 un promotion des relations culturelles entre les pays r6le dans ce domaine; d'Europe orientale et occidentale. Des objectifs * tnpoint negatif a t la non realisation de pro- plus detailles ont et formules pour chaque pays jets concemant la promotion des minorites: et-bien entendu-pour chaque projet. des essais de lancer des projets en partenariat Parmi les objectifs plus significatifs pour les avec des communautes tsiganes en Hongrie, differents pays citons: par exemple, ont echoue face aux difficultes de * la r6duction de differences regionales, par la celles-ci de s'identifier avec l'appareil metho- promotion d'institutions d6centralisees dologique et administratif relatif a nos projets. * l'amelioration des capacit6s de gestion des insti- f y a la un enseignement important a tirer, par tutions et des organisations culturelles et l'aug- rapport a ce que nous disions en introduction. mentation de leur degre d'autofinancement Face aux experiences positives faites jusqu'ici * la promotion d'initiatives venant de minorites. dans les pays de Vizegrad, la coop6ration suisse En ce qui concerne les instruments utilises entend dans les prochaines ann6es d6placer le pour r6aliser ces objectifs, l'accent s'est d6place centre de ses activites dans la r6gion de l'Europe progressivement du simple financement de peti- de Sud-Est, de l'ancienne URSS et de l'Asie cen- tes actions a l'6laboration de projets plus comple- trale en d6veloppant son instrument des projets xes en partenariat, dans le but d'ameliorer la prioritaires. Les experiences faites dans cette re- planification et la gestion et de garantir une gion, dont les indicateurs socio-economiques meilleure efficacite. La cooperation suisse n'est s'approchent dans certains cas a ceux des pays en donc pas uniquement bailleuse de fonds, elle ac- d6veloppement, fourniront certainement des en- compagne la realisation des projets a travers des seignements utiles pour notre travail futur dans antennes de la fondation Pro Helvetia situees les pays du Sud. dans les pays beneficiaires, ou des ressources a la Permettez-nous de citer un dernier exemple fois suisses et locales sont disponibles. d'un autre secteur des activites de la cooperation On peut dire que sur l'ensemble des projets suisse. Nous attribuons une grande importance a realises, les objectifs fixes ont ete realises a envi- la sensibilisation du public suisse aux problemes, 80 Culture Counts mais egalement a la richesse culturelle des pays Najah El-Attar en developpement. C'est pour cette raison que Minister of Culture nous avons mis sur pied un programme d'&chan- Syria ges culturels Sud-Nord destine au public suisse. Dans ce cadre, priorite est donnee au cinema en provenance du Sud, que nous soutenons par des ur concept of culture is based on under- appuis a la production et a la distribution. estandig culture as the outcome of intel- Vous connaissez les couits eleves de la produc- _ lectual and mental activities of men, as tion culturelle et notamment de la production ci- being a spiritual necessity and not an additional n6matographique. I va de soi que nos actions de luxury. Cultures, we strongly believe, should promotion culturelle ne peuvent malheureuse- operate i a universal humanitarian trend which ment jamais etre plus qu'une goutte d'eau su guarantees positive interactions, equality and ine pierre chaude. Mais il s'agit d'une goutte tres mutual respect: repelling aggression and injus- apprun ie par les ciniastes et d'un soutien quitde tice, and achieving just peace, security, indepen- plus, peut avoir un impact intessant du quint dence, freedom and progress. Culture is a plus,devut avoirunimpactreacnditin dupoi decisive factor to eliminate wars and bring de vu d6veloppement culturel, a d qu'il about national liberation, just settlement of re- vise tin effet structurant dans les pays du Sud. ginlcfitsbedoUNrouin,adi- Ainsi, un apport financier relativement mo- gionalconflictsibased onUNtresotios and deste de notre Direction a permis au cineaste ternational legitimacy. On the other hand desteP de notreDirectionaperealiser au prmier culture should contribute to protect the environ- cambodgien Kitty Panh de r6aliser le premier ment and to promote economic and social film independant dans l'histoire du cinema cam- mentrand to developing agric indus- bodgien. II s'agit de "Les gens de la rizi6re", un progress, thus developing agricultural indus- film qui a connu un vaste succes tout autant au- trial, and educational capaciies, for the better- pres des festivals de films qu'aupres du public en ment of m hans l mfe. Suisse et ailleurs. Le jeune realisateur a ensuite Returnig to the mahi subject of the session, I fait son bout de chemin et confirme son immense must say that we highly appreciate the role of bi- faint avec bou deuxiemin et nfim sourneau immee lateral and multilateral agencies in sustainable talent avec son deuxia me film tourn" au Cam- development, but unfortunately not much has bodge, "Un soir aprt s la guerre". been done in our region, taking Syria as an exam- On ne peut pas n6cessairement toujours ple, with the help of these agencies. However, compter avec de tels effets structurants. Mais il this meeting is a good moment to evaluate the ac- faut les viser; ils ont l'avantage a btre dans Vinte tual situation and discuss future programs. r6t des gens et des cultures aussi bien du Sud que In fact, I am not intending to repeat ideas and du Nord. known information about economics of culture in sustainable developments. Many public and private institutions, along with UNESCO and the World Bank, already manifested their attitude through several meetings and conferences de- voted to this question. The developing countries sincerely hope that this conference will satisfy their need in making culture play a primary role and become a major instrument for economic and social growth of their societies. These coun- tries wish to see culture operating to respond to increasing challenges which they are facing on different levels. It is clear that these challenges, and means to confront them are not always the same, which means that we have to examine ev- ery specific case in order to draw our cultural policies and define the priorities of economic and social development. It is very encouraging that the World Bank, UNESCO, and other govern- mental and civil institutions are involved in ac- Session VAL. 81 tions to sustain development through culture in on the level of museums, archaeological sites, ex- developing countries. This will facilitate achiev- hibitions, excavations, restoration, formation, ing our main goals to enhance the life of the peo- and all other activities related to heritage. Tour- ple and respond to the crucial needs of society, to ism that is associated with heritage-related in- confront poverty, save the threatened part of the dustries and investments has to become a source population, improve social cohesion and reduce of income and prosperity of the people. I would conflicts through assuring individuals the right like to describe some major programs with dif- to employment, education, housing, health in- ferent international partners that were started surance, and training. within the past few years. We in Syria-in spite of the priority of national defense which takes a major part of our finances Conservation and Rehabilitation of Historical and resources-are providing long-term pro- Cities grams of economic and social development. Conservation and rehabilitation of historical cit- Since 1970 we initiated a large inclusive cultural ies includes not only the archaeological sites, but policy with a special emphasis on younger and also living historical cities where the challenges teenage groups of the society, introducing new are more complicated. The aim is to create a bal- horizons of cultural aspects, previously unavail- ance between protecting the urban and architec- able, and developing our cultural international ture context of the old cities and providing their cooperation around the region and the world. revitalization processes. It is a very delicate task Without going into detailed quantitative as- in which we have to respect the past, keeping the sessments, I may indicate that we are aiming at integrity and originality of heritage, but also fa- putting culture in hand of all people, through cilitate present life and foresee the future to meet concentrated activities in the fields of heritage; growing socioeconomic needs of the society. cultural centers; cinemas; national theaters; chil- The project of rehabilitation of Old Aleppo is dren's pantomime; experimental theaters; mo- the best example here. This project is initiated bile theaters; publication of book, both written with help of the German Agency for Economic and translated; popular and modern arts; music; Cooperation (GTZ) with participation of the City folklore; National Library; libraries; elimination Administration and the Arab Fund. It aims to re- of illiteracy; living languages; literature and so- new and improve the economy and infrastruc- cial and behavioral life. Actually, there are insti- ture of the Old City, on one hand to meet the tutions already existing and under construction increasing and legitimate needs of its inhabit- which are dealing with these topics. ants, and on the other to restore and protect the Considering the exceptional richness of historical urban tissue of the city. So the project Syria's cultural heritage, especially archeological has completed and achieved overall develop- heritage, the Directorate General of Antiquities ment plans aiming for both preservation and so- and Museums in the Ministry of Culture put spe- cial renewal. The project is functioning; the first cial focus on this field, which is a heavy burden stage (1993-1997) was achieved and the second but gives us remarkable advantages based on the stage (1998-2000) is now operating. unique and incomparable role of Syria in the ap- Smaller-scale planning projects, studies, and pearance and expansion of civilization through documentation are taking place at Palmyra, the world. Discoveries showed that it was in Bosra, and Damascus, all listed as World Heri- Syria that for the first time man constructed and tage Sites. settled villages; practiced agriculture and do- Restoration and revival of Arabo-Islamic cit- mestication; invented the first writing; formed adels. This is a strategic project which needs cities, states and empires; developed administra- great efforts on many levels. It started in the tion, trade, art, cults, religion and many other so- Damascus Citadel in 1996, as a pilot project with cial, economic, and spiritually creative steps UNESCO, University of Cairo, University of Sor- which are the basis of our civilization. We con- bon and l'Institut Franqais des tntudes Arabes i sider that heritage is not only a matter of national Damas (TFFAD). Other projects are hoped to be identity but it must also become a key factor for begin in 2000 with cooperation of Aga Khan future development of the country. This means Foundation at Masyaf, Saladin and Aleppo cita- that intensive and broad actions are to be taken dels where it is intended to establish a laboratory 82 Culture Counts of restoration. It is a project of high priority, is under preparation (Switzerland, Canada, and since in Syria we have about 50 citadels which United States of America 1999-2002). played a very active role throughout history, Construction and renovation of museums. since the Roman period but mainly the Byzan- Museums are a major field of education and cul- tine, Arabo-lslamic period, and the Crusades. tural investment linking cultural heritage with Around 20 citadels are still well-conserved and economy; new opportunities; sustainable jobs; could be, if prepared, used in different cultural, and improving the industry of cultural tourism, scientific, and touristic functions. Due to the ex- trade, and crafts. We already have around 50 ar- pected social, cultural, economic and touristic cheological and ethnological museums. We just impact of this project, we especially appreciate inaugurated a new archeological museum in here international participations. Hama. Two year ago we opened a new museum Development of cultural tourism. This pro- in Deir ez-Zor. Under construction are new mu- gram aims to modernize and promote tourism, seums: Dar'aa (near completion) and the Natural in connection with archeological sites which at- History Museum in Damascus (expected to be tract and satisfy tourists, through rehabilitating completed end of 2000). We expect in 2000 to and managing eight major historical sites start construction of Rakka, Hassakeh and Lata- in Syria, including Damascus, Aleppo, Bosra, quieh museums. In addition we are looking for Palmyra, Maaloula, Crak des Chevalier, Saint suitable land for a new museum in Damascus. Simeon, and Ugarit. It aims also to encourage The construction and renovation of Syrian muse- marketing and travel agencies, in addition to ums became another project of high priority for form a qualified personnel in the field of tourism. which we are seeking help and partnerships. It is prepared with European Union in the frame Private Sector. Unfortunately, until now, the of Euro-Mediterranean partnership. It is ex- Syrian private sector has not shown interest in pected to start in 2000. cultural sponsorship. There is however the case of Excavations and Researches. More than 80 in- Aidi Foundation, which is involved, since 1990 in ternational, archaeological missions are working a systematic program of restoration of the classi- in Syria, excavating, studying, and investigating cal city of Apamea. Recently the same foundation sites of different periods. This helps in providing is financing a project of saving and protecting, by new programs of bilateral and multilateral coop- dismantling and relocating, a group of excep- eration, in the field of studies, researches, and tional Neolithic houses from Jerf Ahmar village, training. threatened by flood of a Dam's Lake. Fonnation, saving cultural heritage. It in- We work not only to preserve archeological tends to form, and train qualified Syrian staff: heritage, as human heritage and national iden- restaurateurs, researchers, and other technicians tity for future generation, but also to use it in a specialized in the preservation and restoration of proper way to improve the quality of life of our cultural heritage. It is expected to start soon with people and create cultural, scientific, and touris- the participation of 16 European missions exca- tic contact with the rest of the world. The benefits vating in Syria, in the frame of Euro-Mediterra- of undertaken projects, plans, and initiatives are nean partnership. It is financed by the European expected to increase, though a lot is still to be Union. done. We are willing to raise awareness, but also International archaeological exhibitions. Ex- funds to promote cultural partnerships with in- hibitions play a primary role in encouraging ternational communities. This will enable us not tourism and developing historical and cultural only to preserve and reconstruct the past, but knowledge through international access to our also to satisfy and enhance the present and build cultural resources abroad. Since the 1970s, we a better future for coming generations. have organized around 30 international archeo- To sum up, we have two major projects which logical exhibitions. Some of these exhibitions, in perfectly fall in the scope of this conference about particular Syrie, Meinoire et Civilisation (France culture in sustainable development, because of 1993) and Ebla, aux Origines de la Civilisation (Italie their positive crucial impact on environmental, 1995), were met with great success. Another out- cultural, economical and social levels: Rehabilita- standing exhibition, Syria Land of Civilizations, tion of Old Citadels starting with Damascus Session V.AL. 83 and/or Aleppo Citadel and renovation of Syrian Michael Bohnet Museums starting with Damascus and/or Director General, Bilateral Operations Aleppo Museum. I warmly invite the concerned Federal Ministryfor Economic institutions to bring their assistance to theses top Cooperation and Development, Germany priority projects, assistance for which I give the p deepest thanks in advance. Culture is an important resource for develop- Finally, I hope that this meeting will manifest menture ield of develop- and explore new ideas and actions about culture ment. In the field of development cooperation, the and sustainable development, and will move to- aim is to strengthen cultural identity, to preserve ward strategic and concrete activities; grouping cultural diversity, and to promote intercultural decision-makers, experts, thinkers and sponsors ,,~.A ae ofnonpt it yetrdy decis e , t "culture unites us all". The cornerstones of sus- who will investigate the best practices; linkg . .,, , , , ,,~~~ln tainable development are democracy, sustained culture with development to respond to the chal- growth, ecology, and culture. In this session, I lenges of globalization, Internet, and high tech- would like to present a twofold approach: niques of communication and information; and wl ie presentattwof approach: fuflln th inrasn reureet of th 1st (1) The presentation of examples of culture fulfilling the increasing requirements of the 2 projects in developing countries supported by century. the Federal Republic of Germany in the context of its development cooperation policy. I would like to underline at the beginning that the main aim of our policy in this regard is to strengthen local institution building and to create strong links to training and education programs. The is- sue of social and environmental benefits also is of great importance. The question of how these projects create local employment or create new opportunities for the poor is of minor impor- tance. I would like to present some case studies of culture projects supported by German devel- opment cooperation: * The Jordanian-German project for the estab- lishment of a conservation and restoration center in Petra; * Urban development in Bhaktapur, Nepal; * Protection of archeological areas in the Peten, Guatemala; * Urban development of the Old Stone Town of Zanzibar, Tanzania; and * Intercultural bilingual education in the high- lands of the Andes (Ecuador, Peru, Bolivia). (2) Much more relevant to the German devel- opment policy strategy is the question how as- pects of culture could be integrated into the planning cycle and implementation process of "regular" projects and programs of development cooperation. In this regard, we introduced 'so- ciocultural criteria for development cooperation projects" as early as 1982, based on a unanimous resolution of the German Parliament calling on the Government of the Federal Republic of Ger- many to give greater prominence to cultural fac- tors in the preparation, implementation, and evaluation of development projects. 84 Culture Counts Case studies of culture projects supported by * Planning, construction, and equipping of a German development cooperation conservation and restoration center at an agreed site; Establishment of a Conservation and . Execution of training programs tailored to the Restoration Center in Petra, Jordan specific needs of Jordanian staff on site, in Ger- One of the priorities in German technical devel- many or in other European countries, pro- opment assistance to the Hashemite Kingdom of grams for selected staff aiming at enabling Jordan is the strengthening and upgrading of lo- them to run and operate the new center; cal institutions, an effort that is also referred to as * Increasing awareness of conservation issues "institution building". Within this framework, among the public and the local institutions GTZ (the German implementing agency for tech- concerned and thus expanding the local sup- nical assistance projects) is currently assisting the port structure, through a series of lectures, Jordanian Government in establishing a much presentations, radio and television interviews, needed conservation and restoration center in Pe- television features, newspaper articles and tra, through the Petra Stone Preservation Project. special publications, workshops, as well as The prime goal of the project funded by the conference contributions. German Government is to assist the Jordanian The approach chosen appears suitable to en- Government in the establishment of a conserva- sure long-term sustainability of the project, tion and restoration center in Petra-to be oper- where technical development assistance is com- ated entirely by Jordanian specialists and staff- bined with the creation of both a supporting that will be able independently to plan, execute, foundation and the creation of a largely indepen- and supervise conservation and restoration work dent institution with its own facilities, funding, on the Petra monuments. After completion of the and salary structure. At the end of the project, a project, the restoration of the monuments in Pe- local institution staffed with experienced profes- tra will be an entirely Jordanian affair. Rather sionals and fully equipped to fulfil its various than having to rely perpetually on external help, functions will be in charge and will have the ca- the Jordanian experts will thus be able, with the capacity, to preserve this important site. Eventu- pacity to preserve the country's built cultural ally, the newly established center will form the heritage. It will be the first operational conserva- nucleus of an institution addressing the conser- tion institute of its kind in the region vation and restoration needs of monuments on a The center is already fulfilling most of its des- nationwide basis and offering advisory services ignated functions. It started to operate in March to the entire region. 1996, when restoration of the first monument be- A number of measures have been imple- gan. The project has been under way since the end mented to ensure that this goal is reached. Cur- of 1993 and is currently in its sixth year of execu- rently, the German Government is contributing tion. The German contribution is DM6 million. to the development of the center in the following key areas: Urban Development in Bhaktapur, Nepal * Elaboration and implementation of interna- tionally accepted and adopted procedures for The town of Bhaktapur has a great number of the preparation, execution, and documenta- culturally, historically and urbanistically signifi- tion of conservation and restoration work in a cant buildings and places dating back to the pe- World Heritage Site; iod between the 15th and 18th centuries, when a * Selection, delivery, and procurement of tools, highly developed urban culture existed, based equipment, and machinery essential for the on trade with Tibet and on Bhaktapur's indepen- execution of restoration work; dent status as a Kingdom. After the loss of inde- * Expansion of the capacity of the existing infra- pendence and the collapse of trade with Tibet structure in the field of research, higher educa- and the major earthquake of 1934, Bhaktapur un- tion, planning, administration, recording of data derwent a process of gradual implosion. Starting related to stone conservation and restoration is- in 1974, the Bhaktapur Development Project sup- sues, as well as creation of facilities for material ported by German development cooperation testing, storage, maintenance, and repair; tried to reverse this trend. Session V.AI. 85 The main purpose was to improve the living To sum up, the purpose of the project is multi- conditions of the inhabitants of Bhaktapur by: faceted, with the main emphasis on institution * Maintaining the historic urban appearance, building and sustainable development. The Ger- * Changing hygienic conditions, and man contribution to the project was DM4 million. * Strengthening local administration including the self-help potential of the population. Urban Development in the Old Stone Town of What has been achieved? Zanzibar, Tanzania * Elaboration of an urban development plan, Even with normal rainfall conditions, the old * Health and hygiene education and motivation center of Zanzibar suffers flood situations which among the population, provoke mosquito invasion and raise the risk of * Restoration of about 130 buildings, malaria infections. The floods are destroying an- * Rehabilitation of tanks and water places, and cient houses, they mix rainwater with waste * Construction of six new schools and rehabili- causing a number of other diseases and they pol- tation of 60 schools. lute the seaside area. Since 1994, German devel- The projects realized under the Bhaktapur De- opment cooperation has been helping especially velopment Program changed the living condi- in three areas: tions of the population drastically. The new * Ameliorate the health situation of the inhabit- water supply and sanitation system, the con- ants, specifically those of the historical center; struction of toilets, and education in health and * Contribute to keeping the historical center at- hygiene changed the health situation of the entire tractive for tourists; and population. The creation of new jobs, fostering of * Keep the shore area clean. small enterprises and the new attractiveness of * This is realized by: the restored town for tourists brought back part * Sanitation and drainage system rehabilitation, of the former economic potential. It also strength- * Radio and television hygiene campaign, and ened awareness of local history. The German * Creation of self-help groups for urban clean- contribution to the project was DM15 million. ing and maintenance. To summarize, the main purpose is to Protection of archeological areas in the Peten, strengthen self-help activities. The German con- Guatemala tribution to this project was DM 15 million. The Peten area has some of the most important Intercultural bilingual education in the Mayan buildings of Central America. At the end . * of the 1980s, high rainfall intensity, tropical veg- hzghlands of the Andes (Ecuador Peru Bohrna) etation and the looting of graves and stealing of The purpose of the program is improved and treasures caused nearly irreparable damage to sustainable provision of primary education for the buildings. Since that time, the National Insti- the highland population in the upper Andes. It is tute of Anthropology and History of Guatemala directed to those of the population whose native has been carrying out conservation and survey language is the indigenous Qichua, one of the en- tasks especially in what is called the triangle re- demic languages in the Andean region. These gion (Maya Monuments of Yaxha-Nakum-El languages are not taught at school. That means Naranjo) with the aim of creating a Nature and that from the first day of school, the children ac- Archeology Park to preserve, and make sustain- quire literacy based on a foreign language, Span- able tourism of the cultural and natural heritage ish. In a long process of analysis and studies, it of the Peto n region. was found that it is much more appropriate to ofThe German regontrbton.nisso:children's individual development if they are The German contribution consists of: taught how to read based on their own mother * Topographic mapping, tongue with didactic material from their own * Rehabilitation and conservation of buildings, culture and environment. Obviously, Spanish is * Installation of the Nature and Archeology maintained, but as the second language. Park and ensuring its constant operation, and German development support comprises three * Training the national institutions so they can areas: helping the responsible official institutions take over responsibility after German support in working out curricula, elaborating didactic ma- has been phased out. terials, and training teachers. Our co-operation 86 Culture Counts started in the 1970s in Peru, later including Ecua- * Elements that express different orientations dor and still active today in the Bolivian educa- in society, such as values, norms, patterns of tion reform, of which Intercultural Bilingual behavior; Education is an integrated part. The German con- * Elements that are indicative for the degree of tribution to the 20-year-old program has been social complexity achieved in respect of the es- about DM30 million. tablishment of institutions and the develop- ment of productive forces. Sociocultural Criteria for Development Culture is not regarded here as something Cooperation Projects static, but as a flexible system of symbols, In the past, experience proved repeatedly that which-depending on the circumstances-can sometimes even projects whose economic and be bitng or conducive to developmet technical planning was "correct" did not always The problem in development practice achieve their targets, or only achieved them at p considerable expense in terms of follow-up activ- Development cooperation is faced with the ques- ities. If inquiries are made which go beyond tion of how the whole range of sociocultural fac- "project success" to "development success" (sig- tors, which are evidently relevant to devel- nificance)-in other words if we ask whether the opment, can be an integrated part of the planning impacts initially hoped for outside the immedi- and implementation activities. The starting point ate project area or after completion of the project must be that all actions (whether individual or (such as transferability, sustainability and link- collective) will only be successful if the objective age effects) have actually been achieved-then of the undertaking meets with approval from the the results are even less positive. main participants. It is not difficult to conclude that in the past, The sociocultural approach asks what the tar- planning has neglected certain specific precondi- get groups and target populations can do and are tions for success relating to the societal environ- willing to do, not what the ruling elite or external ment, conditions which cannot be defined in development agencies think they should do. It economic or technical terms. This problem was emphasizes the autonomy of action of those di- addressed by the German Parliament early on in rectly affected. Furthermore, the vast majority of its unanimous resolution of March 5, 1982, that developing countries are not inhabited by homo- states, "The Government of the Federal Republic geneous populations. In processes of self-defini- of Germany should give greater prominence to tion, population groups have emerged (and are cultural factors in the preparation, implementa- still emerging) which are differentiated by reli- tion and evaluation of development projects." gion, language, and way of life. These preconditions for success evidently relate to specific factors which we describe as "cul- Area of validity tural" or "sociocultural". For the practitioner, cultural economics can offer useful tools for the In the sociocultural field, just as in the fields of eco- planning process. nomics and the environment, criteria can be drawn up which have general validity; it is obvious that Cultural and sociocultural factors they will vary in their regional and sectoral appli- cation. The significance of the sociocultural issue The definition of cultural factors should cover all for technical cooperation projects is evident: the ac- indicators which (by contrast to sociostructural tive participation of the population is decisive for factors) remain stable in the medium term and the success of the project. Financial cooperation which are specific to a given society; in other projects are directed towards the population, in words, those which distinguish one society from terms of both their genesis and the sustainable use another. Sociocultural is then the definition to be of project installations by the recipient community. given to factors whose role in linking functions Particular consideration should also be given here within a society is under discussion. to the sociocultural implications. There are hundreds of definitions of the term, Sociocultural criteria-which need to be de- culture. For all their differences, however, many fined in more concrete terms at the implement- of these definitions contain two categories of ele- ing level-are required for assessments in all ments in particular: project phases (identification, planning, imple- Session V.A1. 87 mentation, and evaluation). In the case of project The sociocultural counseling approach implementation, the role of sociocultural aspects A . is not insignificant, inasmuch as culture-specific promising approach to micreasing soioutura vaue . ..... competence is to be found in process-oriented, valu eand types ofenavior come into the inter- sociocultural advisory services for projects. By action between those involved. The participants the provision of specialized expertise, projects in should therefore know about the problems and their design phase are assisted in developing and possibilities of intercultural communication. implementing a participation-oriented and socio- culturally aware course of action. In particular, The criteria the potential of social science methods and ap- The key factors are legitimacy (acceptance) and proaches is to be used here. For example, three sociocultural heterogeneity. Since the key factors projects in the design phase are being supported reach beyond the immediate project reference, by sociocultural advisory services (erosion con- they are used for the overall assessment of a trol in Niger, agroforestry in Panama, family country in connection with the determining of health in Nepal). sectors and regional focuses for cooperation (so- So far, sociocultural advisory services have ciocultural country analyses as part of country shown a great potential for effectively increasing strategies). target group participation and acceptance of The key factors must be applied to individual project goals shared by the project team and the projects in a way appropriate to the instruments population. What is really needed for the future of development cooperation, so that they do jus- of development policy is a new type of responsi- tice to the complex variety of regions and sectors. bility which is based on the recognition that cul- The sociocultural issues which this process ture is at the heart of the development strategy. If brings to light should not be recorded and as- we consider culture to be the seismograph of so- sessed as isolated factors; rather attempts should cietal development, the viability of societies is be made to achieve a comprehensive approach closely intertwined with the question whether which makes it possible to integrate sociocul- culture has a chance to unfold with all its vitality, tural aspects into all fields of investigatory rele- because after all, human creativity is the very vance. In this sense the following questions give core of what we consider as freedom. the first indication of important project-related sociocultural problem complexes: * Legitimacy - Is the problem set out in the project pro- posal defined from the point of view of those most closely involved, namely the participants? - Do the project-executing agencies (authori- ties, organizations) which already exist or are to be created enjoy sufficient legitimacy/ acceptance among the target groups and their own staff to ensure the necessary moti- vation for sustainable functioning (such as for maintenance work and servicing)? * Sociocultural heterogeneity - What impacts on the project and the society of the recipient country can be expected in the culturally heterogeneous milieu through the selection of location, sector, and project- executing agency? Will new imbalances be created or existing ones exacerbated? - Does the project concept take sufficient account of the possible heterogeneity of the target group (including gender-specific aspects)? 88 Culture Counts Carlos A. Moneta rocal interdependencies that spring from tran- Secretary, Latin American Economic snationality (which are still asymmetrical and System, Venezuela constantly increasing) how the idea of the world as a single place5 is being understood and ab- Globalization, Nation-State, and Cultural sorbed, how the awareness of globality affects Identity us, how this awareness is reflected or distorted in the media, what shape it takes in transcultural The term "globalization" tends to be identified production and what the appropriate monitor- with economic globalization while the political, ing mechanisms and responses are in each case. ecological, cultural, and social aspects of the pro- The aim of this introduction is not to tackle the cess are overlooked1. Many of the ideas that pre- challenge of trying to answer these questions, dominate today contain and focus on the vision but to highlight their validity as a critical ap- of an almighty world market which both states proach and guide for the consideration of yet and citizens are ill- and ineffectively equipped to other issues. Globalization calls our attention to deal with and respond to. According to this vi- the transcultural production of cultural symbols sion, the world market gradually replaces politi- and meanings. The cultural aspect of globaliza- cal power. Under a monocausal, linear, and tion creates an important crack in the State and economics-based approach, the multidimen- societies6 by enabling lifestyles to be compared sional aspect of globalization is reduced to just and transcultural communications to be estab- the economic dimension and the others are sub- lished, which convey images, values and content ordinated to it. In this way, attempts are made to that affect identities that were previously mainly blur the basic distinction that exists between eco- limited to the national environment. "Local" and nomics and politics. One of the fundamental "global" are not mutually exclusive, however, tasks of politics-to establish clear social, legal, they are the poles of a continuous spectrum, of a and ecological frameworks within which eco- yin and yang. Globalization also motivates en- nomic activity is possible and socially legiti- counters, interaction and the boosting of differ- mate-is thus alienated.2 ent local cultures. Global culture can therefore be Many novel elements appear in society as it understood as a contingent and dialectical pro- undergoes different kinds of globalization pro- cess in which contradictory elements ap ear and cesses: changes in lifestyles, for example; poly- are included along a "local-global" axis. centrism in international politics (governments One of the possible means of analyzing the and transnational and nongoverrunental agents); cultural aspect of globalization therefore is to the translocation of labor, capital and community; study the change of traditional and modern, ter- the profound and confused notion of transnation- ritorially-based, cultural identities to other mod- ality (in tourism, the media, and consumption) in em and post-modern, transterritorial kinds of multiculturalism and global cultural industries3. cultural identities.8 On the whole, as Garcia Can- The question arises as to how and to what extent chni points out, cultural identities in globaliza- people and different cultures see and identify tion tend not to be structured according to the themselves in their differences and to what extent logic of the nation-state, but to that of transna- their self-perception influences and modifies tional entities and markets; they are not essen- their behavior.4 tially based on oral and written communication, Along the same line of thought, we need to but operate through the industrial production of ask, on the basis of an appreciation of the recip- culture, its technological communication and the deferred and segmented consumption, as the case may be, of goods. 1 C. Moneta, "El proceso de globalizaci6n, percep- ciones y desarrollos", in C. Moneta and C. Quenan (com- pilers) Las reglas del juego. America Latina, globalizaci6n y regionalismo, Corregidor, Buenos Aires, 1995. 5 Robertson, Globalization, London, 1992. 2 U. Beck, i Que es la globalizaci6n? Falacias del globalismo, 6 U. Beck, Ibid, Chapter IL respuestas a la globalizaci6n, Chapter II, Paidos, Buenos 7 Robertson, Globalization, op. cit. Aires, 1998. 8 N. Garcia Canclini, Consumidores y Cuidadanos. Con- 3 U. Beck, d Que es la globalizaci6n? Falacias del..., op. cit. flictos Multiculturales de la Globalizaci6n, Grijalbo, Mexico, 4 U. Beck, Ibid, Chapter II. Chapter I, 1995, page 30. Session V.A1. 89 This promotes a growing conflict between the rected and shaped by the forces of consumption, various aspects of cultural identity in its tradi- the market and the mass media.10 tional, modern, and post-modern manifestations. This shows that cultural globalization gener- This conflict is permeating international and ates a set of phenomena that alter the processes transnational relations today. This tension and of national societies and their external politics in antagonism largely respond to the profound con- several respects: tradictions that are brought about by the mod- * In their understanding of globalization; ernizing force of the globalization process at the * In the construction of national identity and so- economic and social level. In a significant num- cial response to the impact of globalization; ber of cases (such as in sub-Saharan Africa and * In the profile of the citizen and Central Asia), it is impossible to achieve better * In the new cultural policies adopted. living conditions within the economic paradigm that dominates today because they do not have Global Culture: Homogeneity vs. the minimum resources that are needed for them Heterogeneity? to do so. This creates frustrations and strong re- There are both trends of cultural homogenization sistance to neo-liberal style modernization in and cultural heterogeneity in globalization. these societies and a generally uhrtnnaa.. ocsscasiona aundamgeneralst authoritarian and Those who maintain that the largest effects on the treaffirmation of world system are homogenizing ones stress the their endogenous cultural nucleuses. importance of economic globalization through It also similarly inspires political elites and di- the action of transnational companies and the verse social agents in many cases to search for the aimon tansnatriali c ons and the ,, , . most motn dsrale aln h r more endogenous kinds of models that aim to .~ipratidsraie ain h r modliithataio o i acting as emissary sources of messages linked to take their ethnic diversity, their limitations in consumption and the market culture. Those who terms of economic resources, the new challenges argue in favor of differentiated and heteroge- facing the political system, the fundamental ele- . . . t ments of historc heritage, therequirements o neous effects highlight the dynamics of appropri- ments of historac heritage, the requlrements ot ation and modification with respect to the competitiveness and their development expecta- message and its symbols at national and subna- tions into account in a more balanced and com- tional levels.11 patible manner. This, in our opinion, is the path As we see it, globalization triggers mecha- that Latin America and the Caribbean should ex- nisms that act in both directions and mutually plore without delay. boost each other. Since the first historical con- Within this context, the cultural dimension and . . communications acquire particular importance been mutual cultural fertilization even if it has as far as building a new identity, citizenship, and been mu clral ferilin even if it has state~~ in ou eini oc e . Lai .meia been generally asymmetrical in terms of itS re- state in our region is concerned. LatinAmerican spective impacts. What is happening today and Caribbean social movements are trying to re- spewtive impact at ihappening to deiete* ocp an pa tic of ciisi by shows some important changes with respect to defline the concedt anj u racace ol cldizensiop by the past (as a minimum on the worldwide scale), looking beyond its juridical-political dimension. as follows: If these needs are not assimilated and adequately responded to, there is a risk that they will turn into centrifugal forces as a result of growing dif- 1) N. Garcia Canclini, Consumidores y ciudadanos. Con- ferentiation occurring along socioeconomic, and flictos multiculturales..., op. cit. racial lines. We should bear in mind that what- 11 Those who stress the homogenizing force with sym- ever the state fails to do adequately will be di- bolic market and consumption content include Mattelart, Transnationals and Third World: The struggle for culture, South Hadley, Bergin and Garvey, 1983 and C. Hamelink, Cultural Autonomy in Global Communications, Longman, 9 This term is used in the sense used by Giddens: the New York, 1983. Those who highlight the differentiating defense of a series of doctrines by rejecting a model of effects and the ability to "nationalize" or "indigenize" truth that is linked to the dialogue initiated in a public them include M. Yashimoto, "The Postmodem and Mass space. (See Anthony Giddens, Mds aild de la izquierda y la Images in Japan" Public Culture 1 (2), 1989 and V. Han- derecha, El futuro de las politicas radicales, Edic. Catedra, nerz, "Notes on the Global Ecumene", Public Culture, 1 April 17,1998, pages 16 and 17. (2),1989. 90 Culture Counts * (Now planetary) scope of interactions; Singapore).'4 In another context, we could high- * Huge speed of the spread and the growing si- light the outcome of the interactions between multaneity of the impacts; ideological and financial flows (different cases in * Widening of the scope and capacity to influ- which international financial flows are capable of ence the flow of the goods, messages, and modifying national policies and their ideological ideas that circulate and interact in the world; foundations);15 between ideological flows and * Greater specialization of communication cir- communications media flows (Middle Eastern cuits that increases the breakdown of societies countries) or among ideological, religious and into differentiated strata; and ethnic flows (Yugoslavia and the Lebanon). * Difference in terms of time and the content of In light of these factors and the processes we responses (local, national). mentioned above, the reshaping of national cul- In order to begin to understand the differenti- tures is not a uniform affair nor does it occur with ation and heterogeneity phenomena, the fissures the same characteristics in the various scenarios. and lack of simultaneity among the economic, These important variations should therefore be cultural, and political aspects of globalization borne in mind for the restructuring of cultural need to be taken into account in light of the vari- identities. ous existing flows:12 In short, cultural globalization involves the * Ethnic flows (groups of people that act as tour- use of a variety of concepts, instruments and ists, immigrants, refugees, exiles, temporary practices that to varying degrees and in various workers); ways affect national and local political, eco- * Technological flows (technological trends, in- nomic, and cultural contexts. These elements, cluding their asymmetric distribution, their whether by means of co-operative or conflictive differing content and the different factors that communications, play a role in the dialogues and affect them); concrete actions undertaken in relation to the * Financial flows (flows of speculative capital, market, democracy, free trade, sovereignty, hu- market values, direct investment); man rights, and development. This continuous * Communications media flows (global news- process of entering and relaying symbolic mes- papers, magazines, television networks, films, sages, goods and ideas creates turbulence and electronic mail, Internet); and substantially affects attempts to preserve homo- * Ideological flows (thought systems aimed at geneous, traditional kinds of identities at the na- states, groups, and social strata). tional state level. The interaction among the different flows Multiculturalism and Interculturalism in the gives rise to highly complex processes which are Globalization Process difficult to monitor and interpret systematically. To some analysts, people, goods, images and The cultural diversity and cultural exchanges ideas interact and circulate in multiple and irreg- that characterize the world today form the core ular ways that multiply the fissures according to of a debate surrounding the notions of multicul- the sense and purpose they are awarded.13 turalism and interculturalism.16 In essence, this For example, we observe that there is increas- 1A nW eaos,rxp,m ing conflict regarding the idea-force of "democ- 14 Western authors, see, for example, Samuel racy" between what it is considered to be in the Huntingdon, The Third Wave: Democratization in the Late industrialized West and how it is interpreted in Twentieth Century, Univ. of Oklahoma Press, 1991. As far various countries of Asia Pacific (such as the Peo- as Asian authors are concerned, see, for example, Murug- Indonesia, eso Pathmanathan, Political Culture. The Challenge of Mod- ple's Republic of China, South Korea, Indonesia, ernisation, Centre for Policy Studies, Petaling Joya, Malaysia, 1995. 15 Egidio L. Miotti, Carlos Moneta and Carlos Quenan, 12 A. Appadurai, 'Global Ethnoscapes: Notes and Que- Impacto de la crisis asidtica en Ameica Latina, SELA, Doc. ries for a Transnational Anthropology" in Fox, R. (Edit.) SP/DRE/Di No. 21/98, Caracas, March 1998. Interventions: Anthropology of the Present, Berg, London, 16 Based on E. Negrier, "Multiculturalisme, intercultur- 1989 and Public Culture, 2 (2) Spring, 1990. alisme et echanges culturels intemationaux," Institutions 13 Ibid. et vie culturelle, La Documentation Francaise, Paris, 1996. Session V.A1. 91 debate revolves around the problems of politi- sion, degree, and form of that interdependence is cally integrating cultural plurality which is a asymmetric and favors the former (some con- characteristic feature of societies nowadays.17 At sider the relationship to be open dependence of first, multiculturalism does not seem very com- the latter on the former) and constitutes one of patible with the existence of a unitary State in the main subjects of debate at the moment be- which, in practice, the diversity of cultural iden- cause the right interpretation of the phenomenon tities is considered more as an acquisition made affects the feasibility and effectiveness of the na- through political action than as a right, and in tional and regional cultural policies that are in- which cultural interchange is less important than tended to provide the means, room and content the compatibility of cultural identity and politi- for cultural identity in today's world. cal culture.18 By contrast, the notion of interculturalism Changes In Principles and the Demands of stems from the dynamics of concrete exchanges Society in the Globalization Process: Fractures made between societies that are open but also en- and Recompositions? dowed with specific cultural characteristics. As Manuel Antonio Garreton accurately points Within the framework of globalization, attempts out in one of his works, upon which the ideas are being made to examine the influence of these presented in this section are based, we are cur- approaches on the furthering of the process in rently facing the development of a society which which culture is both a main driving force and in has yet to be clearly labeled, but which we shall some cases, one of the instruments used.19 tentatively refer to as an "information" or While multiculturalism focuses on the internal "knowledge" society. Its main axes of organiza- handling of cultural diversity (the recognition of tion seem to be consumption and a new under- specific traits, such as languages, at the subna- standing, configuration, and form of dominance tional level; public policies regarding culture; of economics and communication with respect to and the centralization/decentralization of these production, labor and politics compared with policies), interculturalism studies the processes those that characterized the industrial society of interchange among unique cultures. It takes model. Different forms of action and new public both the issues related to "cultural diplomacy" as spaces are arising (created by the mass media) a means of ensuring insertion, influence and which, without completely replacing the previ- presence at the international level20 as well as the ous ones, are being added to them and superced- problems related to them in both symbolic and ing them to create a different totality.22 material terms into account. In this area, beyond This kind of society, which has still not the differences of approach and practice between reached a point of stability, basically responds to the two, communication, as a means of transmis- two phenomena: globalization and a multiform sion and interaction, and the dialectic of the glo- societal response. The latter is based on identities balization-localization of culture, together create which gradually end up being expressed by an inescapable interdependence between multi- other factors than labor, political standpoints or culturalism and interculturalism.21 The dimen- educational levels as these gradually turn out to be unable to function in the new situations and 17 C. Taylor, Multiculturalism and the politics of recogni- are therefore replaced (by religion, sex, ethnicity, tion, Princeton University Press, New Jersey, 1992. nationality, region). This breaks the previously 18 Quoted from E. Negrier, "Multiculturalisme, inter- established correspondence between economics, culturalisme et echanges culturels intemationaux", op. cit. politics, culture, and society; and all kinds of 19 B. Badie and M.C. Smouts, Le retournement du monde. combinations of status are possible and arise in Sociologie de la scene internationale. Presses de la FNSP-Dal- practice. loz, 1992. 20 China, Rome and in modern times, France and the United States are some of the powers that have been char- acterised throughout history by an intense and rational 22 Manuel Antonio Garreton "'En qu6 sociedad use of "cultural diplomacy". vivir(emos)? Tipos societales y desarrollo en el cambio de 21 Some of the many works on this subject are included Siglo" in Helena Gonzalez and Heidulf Schmidt (orga- in M. Featherstone (Editor), Global Culture, Nationalism, nizers) Democracia para una nueva sociedad (Modelo para ar- Globalisation and Modernity, Sage, London, 1992. mar), Nueva Sociedad, Caracas, 1997. 92 Culture Counts Within this context of changing and tumultu- concentrating its efforts on preserving historical ous mixtures, existing institutions are over- heritage. It is also necessary to create new public whelmed; they no longer express the principles, spaces through joint public-private initiatives norms, and behavior in force today (which are and efforts and take different values and visions still in the formative stage). The principles of this into account. Furthermore, if national elements new society still lack the institutions that ade- wish to be preserved in the construction of an quately represent them, and this further compli- identity, there must be a hard core: an adequate cates the state's situation when, in its present set- productive base that gives rise to endogenous up, it stops being an effective center for channel- cultural industries with companies that can in- ing and executing demands or claims or serving vest abroad, produce and export cultural goods as a lever for social change.23 and are able to support and express the new and Ganet6n points out that in this new kind of so- old content of that cultural identity. ciety, which is still in the formative stage, devel- opment is no longer conceived in terms of The Cultural Dimension of Integration in Latin achieving economic growth and the fair distribu- America and the Caribbean tion of its benefits, but as something, as yet un- named, that surpasses this and which refers to The points we have made in the preceding sec- concepts which are harder to define such as the tions of this work indicate that problems and in- quality of life or happiness. Hence, cultural di- tegration should be examined in light of culture versity and interculturality arise as basic social because culture is a huge dynamic notion that principles in addition to integration and equal- constantly interacts with political, social, and ity. Similarly the utopias of industrial society economic action. (democracy, socialism, capitalism) in the new so- When Latin America and the Caribbean's inte- ciety are joined and superceded by utopias of gration is considered from a cultural viewpoint, ecology, genre, communications (Internet), mul- the links between processes that are normally con- ticulturalism, or the expansion of identities, sidered separately by economic planners and deci- which impose changes in the conceptualization sion-makers become more apparent and begin to and practice of development (the study of "hu- make sense. This presentation will only provide a man development"). This poses a huge and as briefloutline of the mainelem26ents,but there areex- yet unresolved challenge for the construction of cellent studies of our region that provide a more new institutions through political and economic than adequate basis for incorporating the concept culture.24 of culture into the discussion of integration. Once again, a cultural approach can help clar- It is widely accepted (at least according to offi- ify these problems and the search for new courses cial dedarations) that integration is a process that of action. For example, the system which is being covers a great deal more and is much more pro- globalized reveals a still relatively disorganized found than its economic aspect (which so far has but solid and intense, social response in favor of focussed on trade). The cultural dimension pro- a setof universa, natial andeven s atorao vides an integration project with its symbolic values (umnirigt, nviro n ent prottion, foundations and much more if higher degrees of values ( n r , e, integration are eursued. It should be borne in development, respectively) which could repre- a sent the potential components of a new ideol- 26 There is not room for an exhaustive reference here, ogy25 which could also provide important 26 personot woom fornan among here, elements for the creation of the main framework but personally I would recommend, among the many of an identity. others that should be mentioned: the numerous works by Cofanseqentlty. wha bsiall mttrs owis Martin Hopenhayns (of which "Nuevas relaciones entre Consequently what basically matters now IS Cultura, Politica y Desarrollo en America Latina" in Serie that cultural policies at the national level must Politicas Sociales No. 14, Aspectos Sociales de la Integraci6n, take the new situation into account and manage Vol. IV ECLAS, April 1998 is particularly relevant to this to transcend tradition which should be limited to section); the works of N6stor Garcia Canclini (particular- ly Culturas hi bridas. Estrategias para salir y entrar de la mod- 23 Ibid. ernidad, Grijalbo, Mexico, 1990 and Culturas de la 24 Ibid. globalizaci6n, N.G. Canclini (Co-ordinator), Nueva So- 25 See among others, Anthony Giddens, Mds alld de la ciedad, Caracas, 1996), and the works of Sergio Bossier izquierda y la derecha. Elfuturo de las politicas radicales, Cat- and his team in the Regional Planning and Policy Depart- edra, Madrid, 1998, Chapter VI. ment of ILPES in ECLAC. Session V.A1. 93 mind that we are dealing with a process of pro- ties requires a huge conscious effort, in other found sociopolitical and economic transformation words, active policies based on the multicultural- both at the subregional level and when the con- ism that already exists in Latin America and the cept of a Latin American and Caribbean commu- Caribbean and our shared regional history. nity of nations is put forward. This transformation The cultural dimension is formally included in means not only redefining cultural identities, but most of the subregional integration schemes un- also facing the challenge of building a regional derway (in CAN, CACM, CARICOM and MER- cultural entity. This will inevitably be based on COSUR), but we must admit that in general it is pluralism as many identities coexist and interact far from being a priority on the negotiations with one another in Latin America and the Carib- agenda; and cultural policies focus on the de- bean already (Meso-American, Caribbean, An- fense and reproduction of historical patrimony dean, River Plate, those of each country and and on the reproduction (in the traditional way) subregion)27 and it will also have to bear in mind of national identities. In MERCOSUR, for exam- that through the cultural industries, an increas- ple, the teaching of Portuguese and Spanish, the ingly extensive sector of audiovisual and informa- circulation of writers and artists, joint editions tion media, (both of which are currently decisive d prizes in the configuration of idenities) is going beyond tural values and traditions are mentioned, but national and regional borders. As the most widely tural values and t itin are mentioed,tbut spread cultural messages and goods originate bcultural denties are gven far less consderation from transnational centers and circulate through both i terms of the strategic conceptualization networks and satellites over which states have lit- of their importance and the concrete measures tle control, cultural policies will, if they are to in- implemented for their development. crease the states' capacity for action, have to Many possibilities are waiting to be developed incorporate new ideas and elements that modify in the subregional integration schemes. Enrique and expand the mechanisms used when the enti- Saravia, for example, suggests 19 items for the ties merely coincide with each nation's territory.28 creation of a "future agenda" for cultural affairs Let us consider both aspects of this issue. On in Mercosur.31 In this context, universities, par- the one hand, a highly important historical pro- liaments and companies should work together cess requires the convocation of traditions, sym- with governments and the various nucleuses and bols, and representations in order to create a new movements of civil society.32 social set of beliefs that uses history to legitimize action and as a source of collective cohesion.29 30 See, for example, Jose Joaquin Brunner, Un espejo tri- This process is very slow as the building of the zado. Ensayo sobre cultura y politicas culturales, FLASCO, European Union, among other examples, has Santiago, 1988, and the paper by Nestor Garcia Canclini shown. It requires a deliberate action policy, the quoted above. This situation has arisen despite the efforts extensive participation of civil society and the in- of UNESCO, the Andrns Bello Convention, the programs crease of knowledge and interaction at all levels implemented by the Forum of the region's education (whic wil notalwas beco-oeratve) mong ministers and numerous national and regional entities (which will not always be co-operative) among and organizations. Regarding cultural activity in MER- the peoples of the region. As we commented ear- COSUR, see Waldo Ansaldi, "Integraci6n cultural. Una lier, cultural identity is not alien to political identidad...", op. cit. power. Building subregional and regional identi- 31 Enrique Saravia, "El Mercosur cultural, una agenda para el futuro" in Gregorio Recondo, Mercosur. La dimen- 27N. Garcia Canclini, "Politicas culturales: de las iden- si6n cultural de la integraciMn, Edition Ciccus, Buenos tidades nacionales...", op. cit. Aires, 1997. 28 Ibid. 32 We should point out the following examples: the cre- 29 See Eric Hobsbawn and Terence Ranger (editors) The ation of the University of Latin America and the Caribbe- inventino of tradition, Cambridge University Press, Cam- an by the Latin American Parliament and the bridge, 1984, quoted in Waldo Ansaldi, "Integraci6n Cul- establishment of the Intemational Foundation for Cultur- tural. Una identidad en construccion" in Mercosur. Mucho al Development in Latin America with the participation ntns que un Mercado, Revista de la Universidad Nacional of UNESCO, the IDB, the OAS, SELA, the ADC, the de Buenos Aires, 1998. World Bank and private Latin American banks. 94 Culture Counts Without denying the importance of tradi- Finally, the widely acknowledged fact35 that tional culture and the fact that most literature, culture, due to its complexity and heterogeneity plastic arts, dance (but not cinema), radio, and (the existence of a craftsman's logic and an indus- television are produced and circulated at the na- trial logic, unique works and other reproducible tional level, and in some cases have conquered ones), covers many obscure areas that are difficult markets abroad (soap operas in the case of Mex- to understand clearly and to handle as far as econ- ico, Brazil, Venezuela and Argentina), tackling omists are concerned, should not lessen the recog- the issue of cultural identities today (and in the nition of the importance of drawing up theoretical near future) requires policies that concentrate ef- approaches and developing an extensive mana- forts on the cultural industries.33 There is a con- gerial capacity by preparing human resources for cenoration of meial on es.hip and asymti a "culture economy". This requires an interdisci- centration of media ownership and asymmetric access to theradmssaesntesen plinary approach, cultural managers, and mar- access to their goodst and messages in these in keting specialists with a sound administrative dustries, and it is the State and public instances and economic background and economists who (the realm of civil society) that can supervise interact with artists, sociologists, aesthetes, art and guide their action in favor of an external dealers, and patrons. To rationalize and finan- opening that is not harmful, the democratic cir- cially support a range of activities. This is some- culation of information, and the maintenance thing that has been highly developed in Western and exchange of intranational and regional cul- Europe (especially in France), but which is still tural diversity. only in the infant stages in most of our region. In light of the above and on the basis of the If the cultural dimension of our lives is strongly specific contributions made by the group of rele- mobilized during periods of great change, this is vant specialists that have collaborated in the undoubtedly because the symbolic realm, that preparation of this book, what is needed is a world of representations that gives a possible broad concerted effort to raise awareness among sense of order to things, turns out to be a decisive governments and the private sector. The impor- realm for both the expression and resolution of tance of the cultural dimension in regional inte- tensions. In this context, culture does not escape, gration and global insertion processes needs to be to the contrary, it expresses, the fractures and ten- highlighted and the ideas that currently predom- sions that are arousing our societies during this inate on the subject, the policies adopted, and the stage of the globalization process. The cultural di- content and agetswitwomension as such can therefore act as the door to content and agents with whom alliances are made in this respect need to be modified to make our growth and development or as an obstacle to culturad indutrisrespec relevan target foractton mthese opportunities; to emancipation or to with- cultural industries a relevant target for action. drawal; to integration or to fragmentation... it is up to us to decide. 33 Nestor Garcia Canclini, "Politicas culturales: de las 35 See, for example, Luis Bonet "La industria cultural identidades nacionales al espacio... ", op. cit. espafiola en Am6rica Latina" Seminar Integraci6n 34 See Bemardo Gentil 'Les Industries Culturelles" in econ6mica e industrias culturales..." quoted above and Institutions et vie culturelles, La Documentation Francaise, Xavier Dupuis, "Les Limites de l'approche economique Paris 1996. de la culture" in Institutions et vie... op. cit. Session VA2. Resources for Culture in a Multicultural Society: Private Sector and Foundation Experience Session V (Roundtable A2) provides a forum for discussion on the trends in corporations, foundations, NGOs and advocacy groups in advocating or providing resourcesfor culture in development. The discussion focuses on success stories and will aim at answering some of thefollowing questions: * What makes investing in culture appealing to the private sector? * What evidence is there as to the return to the private sector in the short- and long-term? * How is the integrity of cultural assets in a marketing context protected? * How is it possible to reach a wider involvement of private sector and civil society? * What are some examples of successful private/public partnerships? The moderatorfor this session was Umberto Agnelli, Chief Executive Officer and Vice Chairman of Fiat, Italy. His comments can befound in Appendix A. Gianfranco Imperatori The way ahead lies in the realization of new President, Mediocredito Centrale projects that are closely linked to the economic Italy and social evolution of the entire community. This change in strategy is clearly the consequence am delighted to participate in this session of the goals of this prestigious conference. We = md*gtdt atllaemtl eso value the intention of the World Bank, that this where we tackle, at international level for the _ first time, the economics of cultural heritage, conference be an occasion "to debate the key issue Culture today is one of the most promising and of culture as an integral part of development". dynamic markets. Funding has by tradition al- And in my own opinion this new approach most exclusively come from the public sector. will mark cultural policy in the future. Thus, the However in recent years we have seen growing role of culture changes. It becomes yet another interest by the private sector. And today the time strategic, driving force in the broader context of is ripe for rethinking private initiatives and for economic policies. Cultural heritage is a local defining new strategies. phenomenon both in terms of history and of ge- The private sector needs to abandon old ography. It can therefore becomes an instrument views: investment in culture is more than image for defining local specialization that can stimulate enhancement. A rather narrow concept of pri- growth within an integrated economic system. vate participation in culture would aim at very A recent report by The Civita Foundation modest short-term results by backing so-called stressed this point exactly. The Civita Founda- sure winners of wide appeal. tion has among its members numerous impor- Investment in cultural heritage that is not part tant Italian businesses who share a belief in of a broad policy risks being confined to sporadic culture as a potential area for investment and de- actions of very limited effect. Isolated efforts will velopment. The report was officially presented not ensure continuity and success of sponsorships. two weeks ago at Mediocredito Centrale. It fo- What is needed is the development over a whole cused attention on the link-up between invest- sector that will create new markets. Intervention ment in cultural heritage and economic growth. in cultural heritage is a long-term investment. It The analysis and research pointed to one basic requires co-ordination of the targets and instru- conclusion: awareness of the cultural singularity ments available to the public and private sectors. of a country-in our case Italy with its immense 95 96 Culture Counts resources-should push us to design models for seum of Cairo in the Giza area. We found it an ex- future growth that include both history and her- tremely interesting experience. It allowed us to itage as dynamic factors. assess innovative financial instruments for fi- The title we gave the report is "A Future for nancing a very particular infrastructure: a mu- History" (La Storia al Futuro, in Italian). It ex- seum. We looked into the different sources of presses our conviction that in some countries, It- funding and financial structures, such as grants, aly among them, it is possible based on history to defined as funds which are given free of charge, implant local specialization. Such implanting without obligations to repay; debt, broadly de- would call into effect a competitive advantage fined as an advance of funds which requires re- that would be underpinned by immense natural payment and usually at a cost in the form of resources in the arts and monuments. interest and fees; and equity, defined as share- A decline in traditional competitive advantage holders' or sponsors' capital which is invested in in a globalized economy could be offset by relative a project and is subject to the claims of creditors. advantage based on local unique goods and qual- Of possible financing structures we analyzed the ity. "Invest in culture to achieve economic following options-build-operate-transfer possi- growth" is the bottom line evidenced in the report. bilities; securitization in a phased project; and Culture and enterprise, a new dynamic duo, are cash collateral fund opportunities: able to trigger a virtuous circle of wealth, develop- * Option 1. Build-to-operate would not be ap- ment and consequently employment. But how can propriate for the core museum component of we bring this about? An effective policy of revalu- the project, because the lenders under such a ation of cultural heritage would require a model scheme would be looking for government or for growth that permits a shift from traditional private sponsor guarantees. This option could strategies to strategies for local cultural resources, be envisaged for the commercial and non-mu- in the context of the entire economic system. seum assets of the project. One or more private This overall strategy would be implemented sector project developers and/or service pro- at different levels with new financial instru- viders could essentially construct, equip and ments, such as bonds, special loans, contribu- operate these parts of the Project, funding the tions in capital account or in interest by the state associated capital costs themselves (and/or or local authorities, leasing and collateralized through their lenders), and receive some or all loans. All this points to a strong partnership be- of the revenues generated by these stand-alone tween the public and private sectors. While the businesses. Under this scheme, a portion of the private sector would be given responsibility for excess revenues generated could be used to the supply of some market services, the public cross-subsidize the costs of the museum itself. sector would maintain a basic role. * Option 2. Should the project be developed in To guarantee the financial soundness of such phases, a portion of the ticket and other receiv- ventures, the public administration might have ables generated under the first phase could be to provide direct financial participation to ensure secured to raise capital financing to fund subse- economic return, an essential element if entre- quent phases. Here, the projected free cash flow preneurial interest is to be attracted and commer- receivables from ticket and concession sales in cial goals kept in line with development goals. a first-phase project could be pooled together to Or the public operator could assume noncom- produce an expected steady stream of cash mercial risks which impact on investment flows. The aggregate value of such cash flows projects. would imply that a certain amount of debt fi- It is from these initiatives that we feel could nancing could be raised against the stream of come the stimulus of competition between pri- revenue. The proceeds could then be used to vate operators for the business opportunities of- contribute to the capital expenditures required fered by cultural heritage. Culture is, in fact, a under subsequent phases of the Project. real business opportunity. Let me take as an ex- . Option 3. A collateral pool of cash would be ample the experience of Mediocredito Centrale. established and funded from the existing old Recently at the request of the Italian foreign min- museum. This fund could then be offered as ister, Mediocredito Centrale has concluded a collateral against long-term loans from com- study on the financial feasibility of a new Mu- mercial sources. Although it does not reduce Session V.A2. 97 the Government's total expenditure, it does Fields Wicker-Miurin provide the important benefit of fixing, at an A.T. Keamney Financial Institutions Group early point in the project, an amount of financ- United Kingdom ing that can be raised. That is, rather than the Government contributing to the funding of Th the project on an as-needed basis, the existence e Angel in the Stone-the new relationship of a dedicated fund of cash would allow the between the arts and business project to raise a known amount of long-term I want to talk to you today about the way in financing from the outset, without Govern- which the partnerships between businesses and ment guarantee. This eases the burden on the cultural institutions-and indeed artists-are Government of funding the project on an on- changing. I believe we are building new partner- going basis; it provides greater certainty of a ships which can act as models for increasing cor- complete financial plan for other project stake- porate support for culture globally. holders (international development banks). I am going to relate this change to develop- In condusion, based on our experience in the ments in attitudes to work and to the workforce. cultural heritage projects, several key principles I believe these changes are worldwide, though regarding the structure of a possible project financ- my perspective comes from Britain, where I ing emerge. Like most infrastructure projects, cul- my prspetiv co esgfobain,uwherey tua he.tg prjet ma reur,agmut work for A. T. Kearney, the global consultancy tural heritage projects may require large amounts firm, and where I am a Trustee and Director of of long-term, fixed capital investment from the be- Aftr & Bwhere Is ginning, and might demand creative financial so- Arts & Business. lutions to attract private and foreign capital. Arts & Business is the largest national associa- Economic and financial viability are the prior- wion serving as the essential link between the ity concerns of investors and financiers when worlds of business and the arts. It has established they examine a project. These factors must there- a reputation for pioneering new programs and fore receive priority attention in structuring has been instrumental in helping to set up sister project packages. Thus a careful evaluation of organizations in many other countries in the risks and returns on the part of the project spon- world, including Israel and South Africa. Its sors is crucial to the success of infrastructure ven- Chief Executive, Colin Tweedy, will be leading tures in the cultural heritage sector. the private sector workshop at this conference. Investment opportunity in cultural heritage in It is perhaps not surprising that I want to talk certain countries demands creative financial so- about change. Businesses the world over are lutions if it is to attract private capital. The mar- struggling with an ever-increasing ferment of ket place is already developing a differentiated change and the world of the arts is no different. and flexible approach to support culture and cul- But in the UK, the relationship between the two tural heritage projects with innovative funding worlds-until recently-has been fairly stable, strategies and vehicles. and characterized mainly by sponsorship. Spon- Mediocredito banking group is looking at fu- sorship of the arts has grown steadily from a ture opportunities in financing infrastructure starting point in the mid-70s of about £% million projects in the cultural heritage sector. We are in to a level last year of about £115 million. It has be- position to develop new relationships and part- come widely accepted as a legitimate part of a nerships, and to apply our experience and spe- company's marketing, public relations, or com- cialized expertise to new and exciting challenges. munity expenditure. More and more businesses are acting as patrons of artists: a relationship sim- ilar to what the Medici and other patrons had with artists in the Renaissance, but not as strate- gic or long term. Which is one reason why we at Arts & Busi- ness have introduced other ways for arts organi- zations and businesses to work together. Ten years ago Arts & Business set up two new banks: a Skills Bank and a Board Bank. They have been hugely successful. Our purpose was to recruit 98 Culture Counts business people to get involved with arts organi- Four ages zations in a practical way. These are people who Agriculture are prepared to share their expertise either by ad- vising the managers of cultural institutions on is- sues such as finance, marketing, or human Industry resources, or by serving on their boards of direc- tors. I am just one such person. I sit on the board Information of the London International Festival of Theatre and I am extremely proud to do so. Creativity Over the past few years, as we went about our Creativity work with arts and businesses, we have found a They sug e that wfste went througheth new breed of business leaders. These new lead- age of agriculture that lasted many centuries; * ~~~~then we entered the age of industry which lasted ers were not comfortable with the arts, or with g y rs. a couple of hundred years; for the last twenty- the relationship between business and the arts.five years, we have been in the age of informa- Many had technological and business education; tion; but now we are entering the age of creativ- and their business careers had coincided with a . Information and knowledge are still crucial period of high capitalism. For such young busi- to any business but the problem is that whatever ness leaders, whose key drivers are profit and information we have today, our competitors shareholder value, the arts appeared irrelevant; have tomorrow-or even more likely, one nano- some even described sponsorship of the arts as second later. The crucial thing now is to come up corporate theft". with new ideas, make new connectons, imagine, So, how to convince such people of the value create, invent. of the arts? You can imagine that for Arts & Busi- What they are all saying is that creativity is the ness, finding a new generation untouched by the key to business success; creativity is the great arts was a major concern. We had to keep the driver of profitability and the way that a success- conversations going, to probe further, to dis- ful business is going to differentiate itself from its cover what issues really concerned these new competitors. Businesses have for years tried to business leaders. What we discovered was that, inculcate a culture of logic, analysis, business although this new generation denied the value of plans, market research, bottom line focus-the the arts, they were deeply concerned about the qualities generally associated, though I am need for creativity. They knew that to be success- aware this is a simplification, with the left side of ful in the future, they needed to unlock the imag- the brain. But we realized at Arts & Business that inations, the creative potential, of all their the new generation of corporate leaders was cry- workforce, not just the few in marketing or prod- ing out for more creativity in their businesses, uct development. but they did not know how to get it. They are not alone in feeling that. Well-known So we refocused our work with businesses to writers on business and management such as help them understand that the very techniques, Tom Peters, Charles Handy and Sir John Harvey- processes, and values practiced by artists for Jones have all been saying it too. A celebrated en- hundreds of years could also help their people trepreneur in Britain, who also happens to be a unlock their own creativity-to find, as Michae- concert pianist, Sir Ernest Hall, has said: langelo put it, "the angel in the stone." The only reason to employ people in the fu- So Arts & Business set up the Creative Forum, ture will be to benefit from the qualities that twenty companies which were prepared to help raise them above machines, the qualities of in- us explore and develop new relationships be- spiration, creativity, imagination, commitment, tween the arts and businesses. We created a new enterprise and ambition. program called Arts @ Work which brings the skills, techniques, and values of the arts into the You may have heard too of the Nomura Insti- workplace. For example, some companies have tute, the Japanese research organization. The No- focused on helping younger artists get a com- mura Institute has come up with this picture of mercial foothold by showing their work-for business development: sale-in their corporate offices. This is what A.T. Session V.A2. 99 Kearney does in London and we have found it business. The ancient Greeks had no difficulty in hugely beneficial. Others have invited artists to seeing that commerce, the arts, and science were perform in their canteens or foyers-the London interrelated and interdependent. But in modern Musici, a chamber orchestra, has recently times, especially post industrial revolution, west- launched concerts to animate the many atria in em civilization has determined that individuals the City. Mischon de Reya, a London-based law are either scientific or artistic. I wonder how Le- firm, held a competition to choose a "poet in res- onardo da Vinci would have reacted to being cat- idence", to rernind lawyers of the beauty and in- egorized as one or the other! finite variety of words. Others, such as Marks Fortunately, there seems to be a zeitgeist, a and Spencer and Arthur Andersen, have set up spirit of the age, that recognizes that artists and Arts Clubs for their staff, to which guest artists business people can share skills and values; that come to talk about and show their work. And the the relationship between the two worlds can be list goes on. symbiotic, that they can be one world instead of But the most interesting, to my mind, and fast- two, as it were. For me, that is hugely exciting- est growing part of this program is what we call perhaps we are entering a new Renaissance, as "arts-based training". In arts-based training, a well as a new Millennium. I certainly hope so. business employs one or more artists to run a training course for its staff. Unlocking creativity, of course, is one of the common subjects for such courses. But businesses have found that there are other skills in which the arts world excels, such as teamworking, scenario-planning, change man- agement and, of course, communication. To be successful, such courses naturally re- quire top-class training skills as well as artistic ones, so there are a limited number of people who can deliver them effectively; we are lucky in Britain, because we have arts organizations such as the Royal National Theatre, the Royal Shakes- peare Company, and the international touring mime troupe, Trestle, which offer arts-based training to the business sector. Companies such as Barclays Bank, Marks & Spencer, Seagram, Mars, Allied Domecq, and the WPP Group of ad- vertising and public relations companies have all employed them over the last year or so. Arts & Business has developed a database of artist train- ers which continues to grow week by week. At last count, there were over 60 on the database who had worked with nearly 200 businesses. These are hugely positive developments. I am a great believer in encouraging people to make connections across disciplines and to bring all of their capabilities to everything that they do. Too many people bring just a small proportion of themselves, just the left side of their brains per- haps, to the work environment; we need people to bring the right side, and their values, emo- tions, and instincts too. The arts connect us to those attributes, to our humanity. All of these efforts are breaking down the bar- riers between the arts world and the world of 100 Culture Counts Mohammed Abdelilah Beighazi * Ceramiques de la ville et poteries rustiques. Musee Dar Belghazi - Instrument de navigation-Astrolabe, Morocco Sextan, Globe c leste - Bijoux d'or et d'argent de ville et de cam- COMMUNICATION DE FLORENCE pagne; a Medersa reservee aux universitaires, cher- Remerciements au gouvemement italien, a la cheurs nationaux etrangers venus faire des in- banque mondial et a l'UNESCO Organisation de vestigations sur l'art marocain-accueil tous cette manifestation culturelle de grande ampleur les ans des etudiants d'Usine 6phemere de et remerciements a tous les pays presents et a Lyon, accueil des etudiants d'archeologie tous ceux qui ont participe a ce seminaire. d'Aix en Provence, des etudiants marocains Objectifs de notre communication est la mise futur mus6ologues. en valeur de la situation du Musee prive au Ma- * Une galerie consacree au patrimoine culturel roc, ses difficultes, ses perspectives d'avenir et la juif marocaine-boiseries de demeures et bou- possibilit6 de transcender certains obstacles. tiques anciennes, objets de culte, de rouleaux manuscrits. A. Musee prive Dar Belghazi * Ouvrage et documents, films et enregistre- ments musicaux viennent completer cette ex- En Mars 1996. Premier musee prive du Royaume position d'el6ments de r6f6rence, de recherche du Maroc ouvre en avant premiere ses portes a et d'etudes. Une initiative de grande dimen- sidi Bouknadel a sale pour accueillir quelques sion, qui le temps impose par sa patiente et 400 experts internationaux venus assister a un mIthodique mise en ceuvre, repond congres mondial sur le tapis marocain. Mais le aujourd'hui, dans le contexte historique et Musee Belghazi est la realisation d'un vieux reve hautement symbolique cui lui revient, q une d'une famille d'artistes brodeurs de FRs, descen- attente d'un public ample. dants directs des lions de la Montagne de Zei- I- Enfin, une grande salle consacr.e a des ex- rhoun, des maitres dans l'art arabo-islamique. positions permanentes et temporaires de pein- Par un travail methodique d'agencement et de ture: artistes peintres du Maroc. rassemblement d'objets dissemines dans le monde, nos grands-parents, nos parents, notre B. Toutefois difficultes de l'Etablissement fr6re et nous avons pu r6unir un patrimoine ob- jectal marocain et islamique. dissemine au Maroc * Absence de deshumidificateurs dans le et a l'etranger. Musee: L'espace museal est situe a 3 Km de la Les grandes salles du Musee permettent a ce- mer, beaucoup d'ceuvres exposees dans les lui qui les visite, un voyage dans le chronotope salles sont deteriorees par l'humidit6 tels que c'est a dire dar le temps et l'espace, un voyage les manuscrits, les soieries, le bois des lors que dans des espaces analeptiques a la decouverte 30% des objets du Mus6e sont en bois de cedre d'un savoir-faire. qui se detruit par les termites: Manque d'un * La superfcie du Mus6e s'etend a peu pres sur systeme de chauffage pour la sauvegarde des 7000m2, quelques 5000 piees occupent ces tapis, des elements de textiles. grands lieux : melanges des genres, des styles * Absence d'ascenceur pour les visiteurs et sur- et des 6poques. tout pour les personnes handicap6es: le Mus6e - Thematisation des objets selon la disposi- est compose de 3 niveaux. Sa hauteur est de tion des espaces; 15m l'exote a des problemes de deplacement a - Salle de bois-portes du XI au XX emes l'interieur de Musee et dans les 3 etages. siecles, cloisons de mosquees * Notre etablissement a fait construire un espace * Portes de synagogue et des Minbars, c'est a de documentation pour la recherche. Cepen- dire des chairs. dant, il manque des livres sur la museogra- - Salle de textiles-Tapis, rideaux, tentures phie, une salle vid6o, une bibliotheque. de toutes les regions du Maroc. * Creation d'une petite 6cole pour les arts et me- - Espace- manuscrit-Parchemin, plus pe- tiers qui disparaissent comme la restauration tit Coran au monde ecrit avec une des livres anciens, des coupoles des vielles de- aiguille, des outils de reliure, epitres et meures, de la mosaYque, la ceramique, des bi- sceaux royaux. jouteries etc. Session V.A2. 101 - on mis a la disposition des etudiants, cher- Margarita Gutman cheurs marocains et etrangers 30 chambres Instituto International de Medio 6quip6es.AmineyDsrol - Se greffent sur cela d'autres problemes Argentiar d'ordre strategiques: le Mus6e est situe a 17 Argentina Km de Rabat et a Km 22 de la ville de Kheni- tra ce qui reste difficile pour les visiteurs Buenos Aires 1910, the Exhibition: a Public and cotingents qui ne sont pas motorises, de se Private Partnership deplacer pour d6couvrir cet espace culturel, In February 1998, we had the opportunity of pre- artistique et patrimonial. senting in the World Bank in Washington, the **Nous demandons au ministere du tourisme multimedia exhibition "Buenos Aires 1910: Me- d'ins6rer la visite dans le circuit touristique dans moria del Porvenir" or "Memories of the World to la mesure ou l'exote venant decouvrir notre pays Come". After four years of hard work and many se contente d'un regard folklorique et folklorisant ups and downs, on the 26th of May, we opened sur un societe sublime et neglige un immense b& the exhibition. A hundred thousand people vis- timent ou se trouvent reunis pratiquement la to- ited the exhibition during the two months it re- talite des arts marocains de toutes le contrees. mained opened in Buenos Aires. En guise de conclusion, nous prions les ins However, we not only have managed to carry titutions mondiales de la sauvegarde et de la pr- out this ambitious project in Buenos Aires, but servation du patrimoine des pays de nous assister a resoudre certaines contraintes essentiellement we have made a reality the bold idea of bringing techniques pourtain consevraintespesstiellemente it to Washington, to be able to show it on a world techniques pour conserver une partie integrante stge "ueo Aie 190,, nd atFia stage. "Buenos Aires 1910" opened last Friday des m6mores de grand Maroc f . and will be exhibited for the next two months in surent sa perpatuite , son identit6 et son insertion the atrium of the main building of the World dans la pluralit6 des cultures. Bank, and a part of it, in the entrance hall of the U.S. Department of State. Now, in this conference, we would like to share with the international community, the analysis and evaluation of its results, its process of development and the impact and impression it made. In particular, we would like to reflect on the teachings of this experience towards the chal- lenge of considering cultural heritage as one of the essentials for a sustainable and equitable ur- ban development. When, four years ago, we started working on this project under the direction of Thomas Reese in the Getty Research Institute of Los Angeles, we knew it was a big challenge. We knew that we should go beyond the ivory tower of culture to be able to reach its social goals. That was why, early in 1997, we contacted the World Bank. There, through Michael Cohen, we received the support that was decisive in building up the partnership, which allowed us to start the production of the exhibition. This support was crucial because without this partnership the project wouldn't have been possible. It wouldn't have set the ex- ample nor achieved the significance that it did. We also received the fundamental support of Bonnie Cohen, Undersecretary of State. Very early in the project her interest was a key factor in 102 Culture Counts building the international partnership which al- * In "The Tower of Work", one can see the faces lowed us to move the exhibition to Washington. and the trades of the city. The street sellers, the In fact, the development process has been as work in the workshops, in the building indus- important as the product itself. We said often try and in the port. The work of men, women that we weren't only looking for an exemplary and children. And opposite, its antithesis. The product, but an exemplary process as well. We jobless and homeless. Ostracism, poverty, will analyze both. First, we will describe briefly prostitution, alienation and neglected children. the exhibition as a product; and next, we will an- * "Life in the Suburbs" shows the city for sale alyze its development process. Then, we will ex- and its expansion. The houses multiplied "as amine the reception the exhibition has had by the fast as mushrooms in the Pampas" as the pop- public and the media, and finally, we will end by ulation grew outward. Drawings, publicity, discussing its contributions. and photographs of the life on the streets: games, carnivals, street markets, corners and A Description of the Exhibition rituals. Bathroom fittings and objects of urban archeology found on the streets show how life Extendedhover andarea ofl1,2000square meters, the inside the houses was. The tango emerges exhibition displays a selection of 400 images and from pictures of men dancing in the market, 400 objects that were circulating in Buenos Aires music scores, drawings and gramophones. between 1904 and 1914. They belong to private . The "Tower of the Printed City" shows the out- and public archives and museums, most of them standing development of the new graphic de- local. The different groups of selected images sign technologies. It has big size enlargements and objects show fragments of the lives of people of the magazine covers and front pages of some in a city on the eve of big changes, and the way in of the three hundred publications that circu- which they were preparing to live a future of un- lated in the city-Argentine magazines and limited progress. newspapers, as well as those published by for- The exhibition comprises 10 units of meaning, eign communities in eight different languages. each containing a double visual narrative, com- * "Metropolitan Rhythms", more speed and posed by objects and images: new means of transportation. More light and • Its leisurely entrance (peaceful, with little more light bulbs. More people went shopping stimulus and dim light) comprises "The Tran- and filled up the theatres, the cinemas, the cir- sitions of Memory", a work by the artist Luis cuses, the clubs, the bars and the cafeterias. Benedit. With a kaleidoscopic vision of prod- Domestic consumption increased dramati- ucts, it shows the arrival, the excitement and cally. Operas performed in Europe could soon the crowds of 1910. be enjoyed in the most important opera * The port or "the door of the river," through houses, like the Teatro Col6n, the Opera, and which manufactured products from overseas the Coliseo. More people played sports, filled came in, and meat, grains and wool came out. the stadiums and the racecourses, and enjoyed This was the port to which the European im- the fresh air in the newly opened city parks. migrants arrived in huge numbers-in abso- The new technologies: light, sound and speed. lute as well as in relative value. In 1910, nearly The car and the movie camera marked the 300,000 people arrived at the port of Buenos rhythm of the new metropolitan life. Aires, one immigrant every two minutes. Of . Building the great capital city was an ostenta- those, nearly 200,000 people stayed, 16 per tious and confident feat, based on technology cent of the total population of a little over and wealth. Great public and private build- 1.2 million people registered in the Buenos ings were erected. The first South American Aires of 1909. The people who arrived in Bue- subway line was built. Railway stations and nos Aires in 1910 found a city in which 46 per water-treatment plants were set up. Many av- cent of the population were foreigners. Almost enues and diagonal streets were planned, ar- half of them Italian and a quarter Spaniards. In gued over but finally only a few were laid the streets of Buenos Aires, one out of two down, to fulfill the dream of a modern city. people didn't speak Spanish, or spoke it with * But the city wasn't built without tension and a very strong foreign accent. contradictions. Social conflict, strikes, demon- Session V.A2. 103 strations and uneasiness took an active part in the late Jorge Enrique Hardoy: "In order to care urban life. In workers' meetings, children for something one has to appreciate it. But, in or- were a common sight. der to appreciate it, it is necessary to know it * Argentina proudly commemorated the 100th first." In spite of being one of the great cultural anniversary of the "Revolution of May" with capitals of Latin America, in spite of being great festivities, swarming public functions known all over the world for its music and its lit- and a series of public and urban works. The erature, and in spite of its long history of more euphoria of the centenary started with the fes- than 400 years, in the minds of its inhabitants, tivities of May 1910, which were preceded by Buenos Aires does not have a significant histori- the passing of Halley's Comet. The festivities cal importance. In fact, people think that Buenos included great international exhibitions, big Aires is a city of little history, a relatively new receptions for the distinguished foreign guests city, forgetting that this metropolitan agglomera- like Princess Isabella of Bourbon from Spain, tion has more than four centuries of history, and parades, festivals and athletic competitions. very strong traces dating back to the colonial pe- Numerous postcards remained, as well as a riod. But the marks can be read only if you can collection of big illustrated albums, books and tell them apart. historical paintings, medals and souvenirs of So we simply decided to show documents and all sorts. More than anything, the memory of testimonies of the past, to tell by showing, that is, the euphoria and the expectation of a great fu- to make use of all the visual strength of the im- ture remained. ages, to take advantage of all the aesthetic and - Finally, the images with which in 1910 people communicative power that they could have, indi- imagined the city's future, the future that then vidually or as a whole. It was an act of communi- was almost a tangible reality. This is how they cation in the present, the design of the exhibition saw us, with images anticipating the impact of responded to contemporary aesthetics and took the technological advances on our daily lives, full advantage of the technologies available to with vertical cities composed of very high achieve the highest quality in the digital reproduc- buildings connected by bridges and passage- tions. In fact, quality was a basic prerequisite that ways at various levels, with airplanes fully governed the whole process of design, selection participating in urban traffic, and traffic jams and assembly, insofar as it is one of the basic fac- paralyzing streets and airways alike. Through tors to ensure the excellence in communications. this game of reflections on time, the visitor left the exhibition at the doors of his own present, Summing up facing his own future. We didn't tell one story but many, or at least as Objectives many as the ones that comprise life in the city to- day. Showing the contradictions and complexi- In this way, we intended, basically, to show in a ties of the past helps to better understand the rational and moving way, through a strong vi- complexities of our present life. sual impact, the richness of urban history. We Buenos Aires early this century was a city un- wanted to go around the stories of history in a der construction, a city on the eve of great different way, showing the testimonies of the changes, a city that has a lot in common with the past and the present, and their value for the con- present situation in the metropolis; once again on struction of the future. the eve of great changes, maybe as important in We wanted to show this cultural heritage to a their scope and celerity as the ones of the turning wider audience; to people who never go to an art of the century. exhibition. This is why we chose a non-conven- Showing and pointing out the value of the tes- tional site, a shopping mall built inside an old, re- timonies of the past, history is built and en- stored structure, the old wholesale produce riched every time it is repeated, and somebody market. For this very same reason, we worked on reads it or looks at it. Telling the stories of the the firm condition that admission to the exhibi- past, the past becomes the present and becomes tion had to be free of charge. part of our daily lives. Only from this present of We based our work on the "heritage equa- ours, enriched with the memories, it is possible tion", formulated and repeated so many times by to build a sustainable future. "Our heritage," as 104 Culture Counts Ismail Serageldin said long ago, "is a legacy to adequate and novel territory to experiment with give back in the future." new ways of managing urban projects through partnerships of public and private institutions. Let's look at some numbers The organization of the exhibition had, since What we can learn from the exhibition 1996, a team of 18 curators (counting chief cura- Besides this general comment, I would like to tors, consultants and assistants) and 3 designers. outline an evaluation of the exhibition in relation In 1998, 15 professionals (architects, museogra- with the lessons that can be learned from it, as a pher, art historians and curators) and 8 assistants contribution to a strategy for the development, for the coordination of production joined the focused in two aspects. team. The total number of people that put to- gether the exhibition was over a 120, grouped in Materialfeasibility 8 companies. All this work was possible thanks to the cre- Along the long process of obtaining the neces- ation of a partnership under the initiative and sary resources for the exhibition, a transversal support of the five organizing institutions the cut through sectors with political and economic School of Architecture, Design and Urban Plan- power, we found that among the members of Schol ofArchtecure,Desin ad Uran Pan-these organizations there was a certain recogni- ning of the University of Buenos Aires, the Inter- tion of the role that history and memor pla in national Institute for the Environment and on of the le they an orywplgyd Development of Latin America, Argentina's Na- our urban daily lives. They acknowledged the tional Endowment for the Arts, the Getty Re- existence of a history as well as a memory and search Institute for the History of Art and the knew of their positive quality, even though they Humanities, and the World Bank. We also had ld ot cle rly efine them. the support, financial as well as in kind, of 15 en- Although many of these institutions were un- tities among them foundations, private compa- mbe into insonal interest 15 of them nies, government agencies and UNESCO. members into instituonal interest, 15 of them This partnership constituted a vertical cut did sponsor the project. This shows that an inter- through the organizations of the community. We est on matters related to heritage and memory through the organizations of the community. We doe infcxs. Thi exiiinpoal had government agencies of different levels: the does un fact exest. Thps ex2l0ebion probably Government of the City of Buenos Aires and the wouldn't have been possible 20 years ago Pre Government of the Province of Buenos Aires, act- sumably, the academic institutions would have ing together. We also had academic entities like supported it, but private sponsorship would have the University of Buenos Aires and the National been more difficult to obtain, especially given the Endowment for the Arts; Non Governmental Or- amounts required for a project of this kind. ganizations like IIED-AL; foundations like Fort- The wide range of participating institutions abat and Antorchas; and private companies like speaks about a kind of maturity within Argen- Ibat And Anrcsndivate coman like tine society regarding the recognition of the role Transpack and Exxel, among others. of memory in a society that even nowadays con- Trnpc an Exe, amon othrs siders itself" 'oung when in fact it isn't. The creation of this partnership was as com- yog plex and delicate as the curatorship and the de- Promotion and reception of the exhibition sign of the exhibition. Altogether, we contacted more than 90 public and private entities. We will focus on three levels: the response of the Through their managers, their public relations public; the reaction of the press and other institu- officers or their foundations, we contacted pri- tions with the power to influence public opinion; vate companies of all kinds, from urban infra- and unexpected outcomes, that is to say, its po- structure companies to national and foreign tential as a multiplying factor. banks; from the old food companies to the new Response of the public. Regarding quantity, a global diversified companies; from the commer- hundred thousand people visited the exhibition cial distribution companies to the ones that deal in sixty days. Promotion was carried out mainly with transport, insurance, pension and mainte- through articles in the press, and only supported nance funds. It did seem to us-and this goes by by two weekends of newspaper advertising. As way of a hypothesis-that the cultural field is an far as we know, no exhibition about historical Session V.A2. 105 events held in Argentina in recent years has had found places that had been referred to by equaled this one in number of visitors-a really their grandparents or would try to take photo- big audience for this kind of show. graphs of the images. Thirty-thousand brochures Regarding quality we can ask ourselves: What were sold at $1 each, together with 700 CD- happened to the visitor once in the exhibition? ROMs and 200 catalogs. Observing people's reactions during the eight Reaction of the press and other institutions. weeks of the exhibition was an exciting experi- As it has been said, promotion was carried out ence. In fact, it was an enormously enriching through the press, the radio and the TV, in an at- field for research and for the assessment of the tempt to profit as much as possible from the cu- various responses regarding historical urban riosity and interest that the media could have in heritage and how people relate it with the a project of this kind, which was obviously low, present and the future. but still present. We will have more accurate information once We started working by getting in touch with we have the results of a survey based on 800 company presidents and directors who were cases, which is still being processed by the De- clearly aware of the significance of an exhibition of partment of Communications of the Faculty of this kind, like the ones of La Naci6n, a newspaper Social Sciences of the University of Buenos Aires. with a tradition of over 100 years. In September Nevertheless, it is possible to bring forward 1998, this newspaper issued the first articles about some qualitative impressions, among which two our project on its cultural and architectural sup- features stand out clearly: the emotion of discov- plements. From then on, we were surprised with ery and the urgent need to share the experience. the interest shown by general information radio It was not unusual to see small groups, heads programs, newspapers and Sunday magazines. bent over a document or hands pointing out a de- The news left the cultural sections to engross the tail on an image or a map. There was always main body of the publications. They emerged someone speaking, and frequently many of them from cultural cable TV programs broadcast late at spoke at the same time. People seemed glued to night to appear on the air channels. the images and the objects, and remained in front The overwhelming reception of the media had of them for a long time. Seen from above, most of its effects: taking into account the 52 articles pub- the people were standing rather than walking. lished in newspapers and magazines, the 4,000 Many people were just strolling around the cm of graphic material issued exclusively about shopping center and entered theexhibition with- t exhibition, the 25 reports of the show and the out knowing what it was about. Others entered interviews to curators on cable and air TV and theshout knowingwhati s aboutit. Outhvers, eoter the 11 radio programs, it can be estimated that the show knowing about it. But everyone, almost apart from the number of visitors, another without exception, was surprised by the impact 10 mlon poe .ma e lr somethin of those images and objects that intertwined with 10 millilon people may have learned something othoe images and oesct that iter w itheir about history and the past as news, as part of the the memories of the descriptions made by their parents, grandparents, uncles and aunts or eld- present. erly friends. The images and objects gained tion's multiplying effect, we have observed a strength because they resembled those old fam- maturity in Argentine society concerning respon- ily photographs or because they showed some- sibility over heritage, expressed in the various in- thing unknown. Emotions would arise, either itiatives that were and are being undertaken in together with admiration for that great city of the this field: publications, exhibitions, active city beginning of the century, or with annoyance to- preservation commissions, opinion groups, pres- wards what could have been, and was not. The ervation and training programs, lectures and emotions would be finally expressed in words, meetings on archives and heritage, and so on. and people would end up asking questions, tell- There have been several direct activities re- ing their own stories, and sharing them with lated to the impact of the exhibition. The Buenos their friends or with any other visitor who hap- Aires underground railway private operator pened to be next to them. asked us for images of the building site of the first People showed their interest by returning subway line, to be shown in the recently opened with old photographs of their own. Others Juramento station. Coto's, an Argentine super- would ask for copies of the images in which they market chain, is already exhibiting a collection of 106 Culture Counts old carts and cars in its new branch at the Abasto ment of the quality of life, like music, physical Shopping Center. Mr. Alfredo Coto asked for im- and psychological therapies, exotic restaurants, ages of old city markets and their means of sup- cultural tourism and art museums. ply, to be used, we believe, in corporate image Lash and Urry3 point out that services such as communications. These images are in the process tourism and culture hold deep symbolic mean- of production and will be exhibited soon. A few ing. They not only include cognitive elements, companies seeking to circulate images of the im- like information, but also have moral, emotional, migration period also got in touch with us. aesthetic, narrative and significance dimensions, Dwellers from the city neighborhood of Boedo together with an identity dimension. Lash and told us that our work supported their claim for Urry illustrate this shift in emphasis through the the rehabilitation of a house. example of a kind of tourism that seeks sign in- formation, the "myth of the place", or other re- A few hypothesis cent years' cultural forms of tourism, which are * Like history, heritage management can be con- taking the place of tourism of "sand, sun and sidered a social construction, a historically sit- sex". These authors also underline the impor- uated and dynamic process more than a tance of the real "place" as opposed to the virtual product or an isolated element. place in a globalized world that is searching for * If heritage management doesn't allow peo- those places "brimming with time", as Richard ple's participation, is not local, nor democratic, Sennet says. it's not heritage management but something else, whatever you call it. To sum up, a few ideas about heritage * What happens if we understand heritage not management in the context of development only as tangible fixed assets or inventories but To conclude, I would like to outline five ideas re- as symbolic goods? lated to heritage management as a means to- • What happens if we understand heritage as one wards equitable and sustainable development. of the many services produced and consumed by the urban societies of the end of the millen- It is feasible to think that Buenos Aires has a nium, in which the steady growth of service- potential demandfor heritage services oriented sectors is a distinctive characteristic? There are many important and well-docu- The exhibition can be considered a service of mented economic, social and cultural works high symbolic meaning, linked to the improve- dealing with the expansion of services in post-in- ment of the quality of life, through the recovery dustrial societies-or post-capitalist, or post- of personal history intertwined with that of the modern, or whatever it may be called. The neighborhood and the city, contributing to the impact of information, which produces the most construction of urban identities. To place the ex- developed services in present societies, has been hibition in the Abasto Mall was an intuitive deci- brilliantly analyzed by Castells.1 sion. Now we have learned that private Other authors explain that the growth of ser- sponsoring was eased by the fact that the compa- vice-oriented sectors is not only quantitatively nies took into account the big and diverse poten- but also qualitatively complex. As Saskia Sassen2 tial audience. Apart from a mature conception states, services originally linked to industry, like regarding heritage, another factor that facilitated transportation and distribution, have been sur- the realization of the exhibition was the global passed by others more related to the improve- tendencies of growth regarding services of high symbolic meaning. Therefore, memory may be 1Castells, Manuel, The Rise of the Network Society, Black- reckoned as one of the services of high symbolic well Publishers, November 1996; End of Millennium, meaning required by urban society. Blackwell Publishers, January 1998; The Information Age: Economy, Society and Culture, April 1999. 2 Sassan, Saskia, The Global City: New York, London, Tokyo; Princeton University Press, January 1994; Losing Control? Soveriegnty in an Age of Globalization (Univer- 3Lash, Scott and John Urry. Economies of Signs and Space sity Seminars), 1996; Guests and Aliens, New Press, (Theory, Culture & Society), London: Sage Publication, June 1999. 1994. Session V.A2. 107 Memory is a part of urban daily life, and should Retiro or Constituci6n but also on hundreds of have a place within and not outside evryday other stations that should be renewed, rehabili- life tated or closed. The exhibition arouse varied reactions: some Another example: the building of the Abasto people told us that the exhibition and the site Mall, the neighboring towers and the rehabilita- were excellent, others were of the opinion that it tion of Carlos Gardel street, which had re- wereoo excelnt, othersa weretf the ounsuionthatb, o mained secluded for 30 years, despite their was goo t that the suitable,nor privileged location. The same happened with that it got too mixed up with the surroundings. the urbanization of Puerto Madero, the docks of Actually, there's not a single answer to this de- the ort of thety builtoi 189 ado no bate about the role of memory within society: use for the l cadesn should it be kept tucked away somewhere or re- Aothe pasp deci- leased into the streets where it belongs? snover twovhue cpyrater tas now ou of sion over two huge city water tanks now out of We believe that the revision of the past prompts order, which occupy a significant portion of the a reflection abt t r abusy neighborhoods of Caballito and Devoto. a reflection about the future and gives meaning Last but not least, the problem of the central to actions that must be undertaken in the present epss btht geast alo the w entrof expressway that goes along the waterfront of The exhibition raised different questions: Juan de Garay's city plan, in this city that aston- How did you conceive the project? ishingly still keeps the vitality of its central area, Where were the objects and how were they and so on and so forth. found? All these decisions should not be left solely to Who lent them and how? the mercy of the market or to the historians. They How was the city in 1910, and how is it differ- have a strong impact on urban life. The state and ent from the city we know today? the society have a voice in the matter and also the Finally, the question we had been expecting: necessary imagination to create alternative ap- Considering Buenos Aires as it was in 1910, and proaches. As I've already said, heritage manage- the way it is now, how do you envision it in 2010, ment should be democratic and allow or better still, in 2050? participation. At this point we knew positively that the exhi- bition had worked, that the revision of the past We should even dare to relate the role of heritage prompted a reflection about the future, some- services to productivity, poverty, and inequity thing which is missing at this end of the millen- and to environmental issues nium, and is fundamental for any action we take in the present. As Raymond Williams has said, at These challenges were defined by Michael Co- the end of a millennium in which the present im- hen during the Metropolitan Management Con- poses its urgent needs, and the future is only a ference that took place in the Faculty of threatening horizon, it is essential to regard the Architecture last July reflection about the future as a means for dealing I Hbrief: with the present. The act of reflecting about the Heritage services can foster employment: the future is, in itself-as Williams states-the first exhibition generated 150 temporary jobs. action for its construction.4 * The right to memory is not a luxury but an- other basic need of the society as a whole, es- These are not abstractions, but a part of personal pecially of the underprivileged. daily life and the life in the city a Urban heritage is a part of the city resources, and therefore an element of urban environment. Let's take for example the urban infrastructure It is also a non-renewable symbolic resource. and the decisions that a railway private operator * The development of heritage services has do- has to make in Buenos Aires, where its policy mestic and foreign effects. It fosters social co- will have an impact not only on terminals such as hesion, democratization and identity, while it places the metropolis within the frame of inter- national marketing. In times of global compet- 4 Williams, Raymond, Hacia el Aino 2000, Barcelona Gr- itiveness among cities, nobody wants more of ijalbo, 1984. the same; this is the time to make a difference. Session VI.B1. The Constraints on Resources for Culture and Developing Countries and Economies in Transition Session VI (Roundtable BI) considers perceived dilemmas in short-term versus long-term solutions. Can investments in culture benefitfrom and, in turn, be beneficial to a more comprehensive developmentframe- work? This concurrent session provides a forum of discussion for top government officials in developing and donor countries to voice their policies andfinancial constraints in their advocacyfor culture. Among the issues discussed are the following: * Should development institutions help and how? * Would new institutional instruments help thefunding of culture in development? * What are the constraints that ministers of culture andfinance in developing countriesface infinancing culture? The moderatorfor this session was Victor Sa'Machado, President, Gulbenkian Foundation, Portugal. His comments can befound in Appendix A. N'Goran Niamien les enjeux de la culture dans la problematique du Ministre de l'Economie et des Finances de developpement. C6te d'Ivoire Ensuite, elle nous offre l'occasion de relever a partir du vecu de certains pays, dont la C6te L a C6te d'Ivoire se sent honor6e pour avoir d'Ivoire, les opportunites qui pourraient permet- ete associ6e a ce seminaire portant sur "les tre d'assurer un developpement 6conomique et L instruments de financement de la culture et culturel harmonieux- des politiques culturelles", theme dont nous me- Mon intervention sera articule, autour de qua- surons toute l'importance, et qui occupe une place tre points: de choix dans notre politique de developpement. * les enjeux de la culture dans la problematique Au nom du Gouvernement ivoirien, je vou- du developpement; drais exprimer nos sinceres remerciements au * les politiques culturelles; Gouvernement italien, a la Banque Mondiale * le financement de la culture; et a l'UNESCO, initiateurs de cette importante * les cas specifiques de l'Afrique et de la C6te manifestation. d'Ivoire. La C6te d'Ivoire souscrit a la definition globale de la culture adoptee lors de la conference de Les Enjeux de la Culture dans la Problematique l'UNESCO sur les politiques culturelles, qui s'est du Developpement tenue a Mexico en 1982 (et qui a debouche sur la Quels peuvent tre les enjeux de la culture dans decennie mondiale du d6veloppement culturel): la problematique du d6veloppement? selon cette definition, la culture est "l'ensemble des traits distinctifs, spirituels et materiels, intel- lectuels et affectifs, qui caracterisent une societe ou un groupe social. Elle englobe les systemes de A l'oree du troisieme millenaire, les marches et valeurs, les traditions et les croyances. les economies sont de plus en plus interrelies. Le Cette conference qui se tient dans ce haut lieu ph6nomene de la mondialisation touche 6gale- de la culture, qu'est la ville de Florence, revet un ment la culture et s'accompagne de la creation double sens. D'abord, elle permettra de degager d'un espace culturel planetaire. 108 Session VI.BI. 109 En effet, la culture est devenue un enjeu com- Les talents existent partout, mais ils ne peu- mercial et ce phenomene tend a se renforcer dans vent se developper en l'absence d'un environne- le cadre des discussions sur les echanges cultu- ment propice a leur epanouissement, et de fait au rels au sein des organismes comme l'OMC. developpement de la culture. I1 faut donc mettre en ceuvre de bonnes politi- Sauvegarde de l'identite culturelle nationale ques culturelles. Mais quels peuvent kre les con- Les societes subissent du fait de la mondialisa- tenus de ces politiques ? a) D'abord, ii importe de mettre en ceuvre tion, de fortes pressions pour devenir homogenes. de bonnes politiques de promotion et de Les statistiques connues font etat de la diminution soutien a la production. du nombre de langues parl6es dans le monde, ce La mise en ceuvre de telles politiques qui apparait inqui6tant puisque nos cultures na- doit ree prealable a l'etablissement d'un tionales pourraient s'en trouver menac6es. cadre de financement. La mondialisation ne doit pas mener a une En effet, quels que soient les moyens de monoculture au detriment des pays du Sud qui financement dgages, on ne peut aboutir a seraient transformes, en simples consommateurs. des resultats significatifs en l'absence Elle doit plut6t appuyer la diffusion et l'expres- d'une bonne politique de production, de sion des diversites et des sp6cificit6s culturelles. promotion et de diffusion. L'exemple de Nous ambitionnons d'avoir acces a toutes les l'Inde dans l'industrie cinematographique cultures, sans pour autant compromettre les tra- doit ere une source d'enseignement sur ditions culturelles qui caracterisent chacune de les voies et moyens de developpement nos societes. d'une politique de production culturelle E nous apparait primordial de trouver de nou- efficace. veaux moyens pour sauvegarder nos identit6s b) Parlant toujours du contenu des politi- nationales respectives. ques, la protection de la creation cultu- relle constitue 6galement une priorite et Les Politiques Culturelles une composante importante de la politi- Quelle doit etre la place de la culture dans les po- que culturelle. litiques de developpement? Cela permet aux artistes de vivre de D'une facon generale, la culture reste margi- leur art, et participe 6galement du deve- nalisee dans l'elaboration de politiques de deve- loppement economique. loppement dans la plupart des pays du sud. c) Enfin, il y a lieu de promouvoir des mar- Pour notre part, nous croyons qu'il est primor- ches organises, ainsi qu'une bonne dial d'adopter une vision 6largie de la culture, de politique et des circuits adequats de dis- maniere a s'assurer qu'elle demeure au cceur de tribution, a l'instar des marches du toute politique de developpement. MASA a Abidjan et du FESPACO a Oua- Cette vision elargie suppose notamment que gadougou, qui ont plus de retombees notre d6veloppement durable passe n6cessaire- pour les pays du sud. ment par la reconnaissance de la cr6ation dans le domaine culturel. Le Financement De La Culture La politique culturelle doit s'inserer dans le ca- La production d'une ceuvre culturelle couite dre general de la politique 6conomique. La cul- chere et necessite la mobilisation d'importants ture est par excellence le catalyseur de l'economie moyens financiers. et donc l'indispensable levain du d6veloppement. L'etroitesse des marches nationaux dans les Le developpement culturel ne peut etre disso- pays en developpement et les difficultes d'acces cie du progres economique, car le niveau de re- aux grands reseaux de distribution (du reste con- venus qui conditionne la consommation des tr6les par les pays du nord) pose des problemes ceuvres culturelles et artistiques est un facteur de rentabilit6 de ce secteur et d'acces a des sour- determinant du developpement culturel. ces de financement. Ce faisant, la politique d'amelioration des re- Du fait de ces contraintes, le secteur prive venus et de lutte contre la pauvret6 va de pair trouve peu d'interets a y investir. L'existence et avec le developpement culturel. la creation de marches de tailles suffisantes sont 110 Culture Counts essentielles pour attirer des investisseurs prives * la construction et la decentralisation des in- dans ce secteur. frastructures culturelles; Dans le contexte actuel, il importe de mettre en * la cr6ation de fonds de soutien aux initiatives place, dans un premier temps, des instruments de creations culturelles; de financement direct a travers des enveloppes * la formation culturelle. budgetaires et/ou des concours de bailleurs de fonds exterieurs. Campagne nationale de sensibilisation Dans une deuxieme phase, des lors que le Partant du constat qu'aucun d6veloppement dura- march6 est relativement bien organise, l'on pour- ble n'est concevable si le peuple, principal artisan rait envisager la mise en place de lignes de refi- et b6n6ficiaire, n'a pas une parfaite apprehension nancement aupres du systeme bancaire au profit des enjeux culturels dans la problematique du de ce secteur. developpement; d'oiu l'importance d'une campa- gne nationale de sensibilisation sur les enjeux de la Cas Specifique de I'afrique et de la Cote culture. D'ivoire La dimension culturelle a ete relativement ab- Renforcement de la lutte contre la piraterie sente des strategies de developpement mises en II a ete organise en Cote d'Ivoire, une loi sur les ceuvre au cours des premieres decennies qui ont droits d'auteur adoptee en 1996. Cette lutte a et suivi les independances des pays africains. recemment renforc6e par la mise en place d'ins- Ces strategies de developpement axees sur truments de contr6le, dont I'apposition de tim- l'agriculture, les mines et l'industrie a relegue la bres non falsifiables sur certains supports de culture au second plan et l'on a longtemps cru produits culturels. que la culture ne pouvait generer de richesse. Les actions menees dans ce cadre, ont permis La culture etant l'ame du peuple et l'essence au Bureau Ivoirien des Droits d'Auteur d'encais- meme de son identite, elle reflete ses valeurs fon- ser pres d'un milliard de francs CFA au profit des damentales, et sa vision du monde. createurs d'ceuvres musicales. Elles ont egale- L'int6gration insuffisante de la dimension cul- ment permis de creer des emplois a travers les re- turelle dans les programmes de developpement seaux d'identification des lieux de consommation conomique an mis en evi dence leurs limites. des produits musicaux (h6tels, restaurants, etc..), II importe (comme le recommandent du reste et de perception des droits d'exploitation. les institutions telles que l'UNESCO et l'OUA), Les infrastructures culturelles de rectifier cette orientation et de considerer la culture comme l'essence meme du developpe- Le Gouvernement ivoirien a entrepris un pro- ment et non plus comme une simple externalite gramme de construction a deux niveaux. du developpement. Au titre des infrastructures centrales, un pa- Cette perspective qui s'est dessinee depuis la lais de la culture et un theatre a ciel ouvert sont conference mondiale sur les politiques culturelles en construction dans le cadre de la cooperation de Mexico (1985) a pris corps avec la conf6rence bilaterale. La livraison de ces deux infrastructu- d'Accra sur les politiques culturelles en Afrique, res est pr6vue pour cette annee. organisee par l'UNESCO et l'OUA, et avec la con- Cette politique de construction d'infrastructu- f6rence intergouvernementale sur les politiques res centrales s'accompagne d'une politique de culturelles et les politiques des medias au service d6centralisation de l'action culturelle, ainsi que du developpement a Stockholm (1997). des espaces de production et d'animation cultu- S'agissant du cas specifique de la C6te d'Ivoire, relles. Dans cet esprit, il est prevu l'installation a un programme pluriannuel a et6 concu pour la travers les differentes communes d'Abidjan et de periode 1996-2025, en droite ligne des conf6ren- l'interieur du pays, de petites unites infrastructu- ces de Stockholm, d'Ottawa, de Washington, et relles (ou cours de spectacles). tout recemment, l'Oaxaca au Mexique (les 20 et 21 La criation defonds de soutien aux initiatives de septembre 1999). criation cltelles Ce programme comporte cinq points: * une campagne nationale de sensibilisation; Le Gouvernement a degage des moyens budge- * le renforcement de la lutte contre la piraterie; taires importants pour soutenir les initiatives de Session VLBI. 111 production et de creation culturelles et artisti- Fahrudin Rizvanbegovic ques. Les enveloppes allou6es sont ainsi passees Federal Minister of Education, Science, de 832,9 millions de francs CFA en 1994 a 5,8 mil- liards de francs CFA en 1995, 9,3 milliards de Culture, and Sport francs CFA en 1996, 8,3 milliards de francs CFA Bosnia and Herzegovina en 1997 et environ 6 milliards de francs CFA en 1998 et 1999. As a newly independent state in the territory of Ce sont au total, 35,4 milliards de francs CFA former Yugoslavia, Bosnia and Herzegovina qui ont 6te consacres a ce secteur sur la periode shows in many ways an image different from 1995-1999. other states that were established in this area, such as Slovenia, Croatia, and Macedonia. When La formation culturelle the almost four-year long war was over, the Re- La formation dans le domaine culturel doit rev& public-existing as an internationally recognized tir un caractere prioritaire si l'on veut faire de ce state since March 1, 1992, according to peace secteur un pale dynamique de d6veloppement. agreement inifialed on November 21, 1995, in En la matiere, le Gouvemement ivoirien a entre- Dayton, and signed in Paris, France, on Decem- pris de renforcer et de professionnaliser les ensei- ber 15,1995-was proclaimed Bosnia and Herze- gnements dans les differentes structures de govina, an independent state, an internationally formation. Un nouveau cycle de formation en lawful subject, within its internationally recog- lutherie vient d'etre cree, ce qui devrait favoriser nized borders. A state continuity of the Republic le developpement d'unites de production et de of Bosnia and Herzegovina was guaranteed, as reparations d'instruments musicaux, ainsi que la well as its membership in the United Nations creation de nombreux debouches. and other international organizations. It is unam- Telles sont, Mesdames et Messieurs, les quel- biguously stated in Annex 4 of Dayton Peace ques reflexions et l'experience ivoirienne que Agreement that all international contracts, as nous souhaitions vous faire partager, ainsi que well as accession to international organizations, notre perception de la question des politiques signed by the Republic of Bosnia and Herzegov- culturelles et du financement de la culture. ina during the war, maintain validity and apply ll est souhaitable pour terminer, que ce semi- to the state of Bosnia and Herzegovina. naire debouche sur des recommandations preci- This is a compound state today, consisting of ses et des actions concretes, susceptibles d'ouvrir two entities: Federation of Bosnia and Herzegov- des horizons nouveaux pour nos pays, en ma- ti,re d'61aboration de stratgies et de politiques .ma (51 percent territory) and the Republic of culturelles nouvelles pour un d6veloppement Srpska (49 percent territory), both having a high durable et harmonieux. degree of autonomy. The first entity is also com- La realisation de telles politiques et strategies pound, comprising ten cantons, where five have requiert, en plus des efforts financiers consentis Bosniak majority, three with majority of Croat par les pays en developpement, une plus grande population, and two cantons with special re- mobilisation de l'ensemble des partenaires au gime. According to the Constitution of the Feder- developpement, notamment l'UNESCO dont le ation of Bosnia and Herzegovina, cantons are role pour le developpement culturel est aussi vi- given responsibility of identification and imple- tal, que 1'est l'OMC pour le developpement du mentation of cultural policy. It is important to commerce mondial. note that in spite of their Swiss name, the cantons are not those known from Swiss legislation. Present cantons in the Federation are not a result of historical development, but an administrative- arbitrary settlement, only partly taking into ac- count the regional development that has been so far reached in Bosnia and Herzegovina. Many flaws of present cultural practice in Bosnia and Herzegovina are due to this basic reason, so to speak, prior-to-all-the-rest-reason. 112 Culture Counts What we would like to say is that Bosnia and First of all, processes of organizing a country in Herzegovina-in its historical development so terms of its state, entity, cantonal and municipal- far-maintained its regional particularities, quite ity form can be understood presently as processes obvious regarding language, culture, ways of of deconcentration, and not a decentralization. production, and general civilizational features of That is, rearrangement of responsibilities was inhabitants of their different regions. The diffi- made, so the entities have reached a high degree culties occurring in communication, due to fea- of legal autonomy, cantons are equipped with le- tures of the land, climate and other differences, gal responsibilities turning them into small, but beside other things, equipped Bosnia to be estab- factual states, with completely encircled infra- lished comparatively early as a specific "commu- structure systems; and at the same time territorial nity of communities", which used to have clear arrangement of municipalities, inherited from the lines to border surrounding countries. It had a previous system, still exists. It was due to that great autonomy of regional communities and it previous kind of arrangement that some of the maintained those over centuries through differ- largest municipalities in Europe could be found ent state-territorial forms, starting with Middle in former Yugoslavia. A fact that former Yugosla- Ages and emergence of independent Bosnian via had 589 municipalities should be compared state, that reached its peak during the 14th and with 36,000 municipalities in France, and all 15t century, through specific autonomous terri- should be compared with the number of inhabit- torial forms in the period of Turkish rule (from ants and with territorial proportions, in order to mid-15t century to 1878) and during Austro- realize that in this segment it is more likely to be Hungarian governance (1878 to 1918). Forms of the case of high-degree deconcentration, and not regional arrangement of society existed even decentralization. I think that present conditions during the most centralized governing system in confirm this evaluation, and the desired decen- Bosnia and Herzegovina, in the Kingdom of Yu- tralization processes, one of political and histori- goslavia (1918 to 1941), and during period of so- cal conditions for operation and running of this cialism (1945 to 1990). complex country, stopped at deconcentration It all means that Bosnia and Herzegovina in- level and froze exactly there, creating a kind of herits and nurtures a long tradition of develop- social block. ment of regional entireties; in modern sense of Secondly, activity of state, in that segment the word, regions. All processes linked to rela- which modem theory of culture labels as an irre- tion between the center and outskirts, entirety of placeable role of a state as a pressure factor, this the state, and regions, centralism and autonomy, role has been moved to second front of attention all of those have been its permanent quality. span. This pressure, conditionally speaking, is be- Thus our country is-in general spiritual terms, ing expressed in two forms: in its legislative action, as well as a result of so far historical develop- where the state tries to exercise its permanent in- ment-prepared for the experience and practice fluence in terms of meeting norms and standards of decentralized, less hierarchized system; a sys- of individual or all activities in culture; and in tem more adjusted to needs of local (national, re- terms of its vectorial action, where, as a consulting gional, cultural and language) groups; a system partner, as an owner of appropriate expert knowl- of desired social relations, to be described as an edge and bureaucratic skills, it pressures other lev- advantage of accordance against decision-mak- els in order to have them do their duties and ing at one center, advantage of seeking consen- responsibilities in leading a consistent cultural sus about essential interests, about harmonizing policy. In this regard, a legislative competence of different value-systems (the latter being also one the state of Bosnia and Herzegovina is reduced to of historical development outcomes). The basic such a minimum, insufficient for operating of a question for us trying to deal with issues of har- normal, modem country. However, the largest monizing cultural policy and current cultural portion of citizens of Bosnia and Herzegovina do policies would be, Why can not this historic ex- not wish to live in an extraordinary, exotic coun- perience be used at its full capacity today in Bos- try, but in an ordinary, normal, European country. nia and Herzegovina, because it would truly A similar rationale is in the relation existing be- present its advantage? There are three groups of tween the Federation of Bosnia and Herzegovina responses to this basic question. and the cantons; because trends of an autarkic iso- Session VI.B1. 113 lationism, absolutely damaging to development of quences of war. This, in reverse, creates a stronger culture and modem communications, appears impression of our inertia or lack of willingness to there to its full extent. It would be unreasonable, keep the pace with movements in Europe. damaging, and opposite to international obliga- There is however a possible way out of this sit- tions that will continue to bind Bosnia and Herze- uation of appearing hopeless. Now we cannot govina due to prospects of its acceptance to the expand our market and increase its potential, but Council of Europe to consider either entities, or we can create conditions to resolve constitutional cantons, competent of issues (such as copyright, and legal issues first. I do not mean revision of intellectual property rights, cinematography, or the Peace Agreement, but its better interpreta- activities of basic cultural institutions) that should tion. On the basis of existing provisions of the play the roles of central institutions in their respec- Constitution, Bosnia and Herzegovina can be re- tive activities. This trend was advancing so much sponsible for other issues, too; primarily for that initiatives endorsed laws on copyright or on those bearing significance for international sub- cinematography at canton level, as if those areas jectiveness of the state of Bosnia and Herzegov- have not been binding Bosnia and Herzegovina ina, and at entity level, issues relating to and its authorities with international norms and exercising human rights. Right to culture is one conventions this country must apply, exactly for of the fundamental human rights. This would, concern of its own interest, and interest of its cre- for the time being, be the only possible constitu- ative individuals. In this regard I welcome effort tional and legal base for settlement of necessary that Council of Europe extracted, and has been issues such as construction of a single, unified further extracting, through sending an expert mis- system of legal protection of copyright and intel- sion to Bosnia and Herzegovina, in order to iden- lectual property, cinematography, and audio-vi- tify this problem impartially, objectively, and we sual arts and communications, publishing, hope more of efforts like this is yet to come. museum and archive activities. Unless an action The third problem group is connected to impos- is directed straight to center of political attention, sibility of stronger activity of factors that objec- there is serious transition disease of rejection and tively support tendencies of decentralization in minimizing role of culture, due to pushing cul- other European countries. That is market. I assure ture and its issues beyond margins of concern. you that Bosnia and Herzegovina-at the level of possessing knowledge and experience, that is, at conceptual level-is ready to participate in pro- cesses of privatization, partnership, sponsorship activities, when it comes to cultural activities. Many cultural activities have substantial and good experiences in this regard. Basic problem is the fact that market for application of cultural projects is absolutely and comparatively small, and not even a minimum of possibility for reproduction can be secured, except for quite exceptional projects. Let us show an example of cinematography, where 27 existing movie-theaters in the Federation of Bosnia and Herzegovina, or 15 in the Republic of Srpska, do not provide a base for reproduction not even for 1 percent of resources invested in an average motion picture. A similar situation is noticed in other audiovisual media; in musical production; in publishing; in translation of literature, maga- zines; and activities in museums and galleries. That is why many good ideas and conceptions, re- gardless of their absolute acceptability and qual- ity, can not work in the same way in this even smaller market impoverished due to conse- 114 Culture Counts Makhtar Diouf Une telle d6marche devrait permettre de mettre Economist, Institute Cheick Anta Diop l'accent sur les traditions orales (transmnission Senegal orale dans le temps d'un corps d'idees, de moeurs, de sentiments de gen6ration a generation), les lan- Position generale du probleme pour l'Afrique gues nationales (inseparables de la culture) comme base pour le d6veloppernent de l'educa- En Afrique, apres les independances, la culture a tion, des industries culturelles (disques, joumaux, &6 en quelque sorte "mise aux oubliettes". Les pre- livres, films, programmes de radio et de televi- miers gouvernements ont estim6 qu'ils devaient sion...). nI existe en Afrique des structures a cet ef- s'atteler a des taches prioritaires de developpe- fet, mais dont le fonctionnement est ralenti ou ment dans lesquelles, la culture "activite impro- freine par manque de moyens financiers ; c'est ductive et de luxe" ni'avait pas sa place. Dans ainsi que l'Institut Culturel Africain cree en 1976 a l'organisation administrative, parfois les proble- ete ferme du fait des arrieres de cotisation des Etats mes relatifs a la culture sont noyes dans les activi- membres, pourtant au nombre de vingt; Citons tes de ministeres de l'education ou de la jeunesse et quelques unes de ces structures-audiotheques des sports. La oui existe un ministere de la culture, villageoises experimentees au Mali, v6ritables bi- celle-ci n'est pas vraiment int6gr6e dans les plans bliotheques orales constituees de bandes magneti- de d6veloppement. ques enregistr6es dans les langues nationales et Les activit& culturelles, r6duites aux manifes- portant sur des themes tels que histoire, technolo- tations folkloriques, ont juste le statut de distrac- gies traditionnelles, technologies appropri6es, tion et d'attraction pour touristes etrangers. soins de sant6 primaire, agriculture, *levage: Aut planifinancie,onl est diffice d'6valuer de, * Centre d'Etudes Linguistiques et Historiques Au plan fmiancier, il est difficle devaluer de par Traditions Orale (CELHTO,1972) de Nia- facon precise les fonds budgeiares affectes spe- mey qui a participe a la redaction de l'Histoire cifiquement au secteur culturel, dans la mesure Generale de l'Afrique preparee par l'UNESCO; oui, compte tenu de l'organisation administra- . Centre de Traditions Orales pour l'Afrique tive, les projets culturels peuvent etre pris en Centrale (CERDOTOLA, Yaounde); charge par differents ministeres. * Centre des Traditions Orales pour l'Afrique Mais il est exclu que le secteur de la culture be- de l'Est (ECROTANAL, Zanzibar); neficie de dotations budgetaires importantes; le - Bureau Interafricain Linguistique, Kampala; couit d'opportunit6 des depenses est implicite- - Centre International de Civilisation Bantou ment jug6 extremement leve : ce ne sont rien (CICIBA, Gabon); d'autre que des detournements de ressources qui . Promotion de programmes culturels de ci- auraient eu un impact plus concret, plus percep- nema, radio et t6levision qui sont importes tible dans les activit6s productives de developpe- dans une proportion de 80% (a l'exception du ment economique. Nigeria: 18 %) Le lancement par l'UNESCO de la premiere decennie du developpement culturel en 1987 Proposition de financement avec son theme la dimension culturelle du d6ve- loppement a induit un certain changement dans Financement interne: les mentalites. La culture n'est plus s6paree du . Prevoir dans les budgets des Etats un chapitre developpement.; c'est une activite qu'il convient "Investissements culturels" distinct du budget de financer au meme titre que les projets routiers de fonctionnement du ministere de la culture; ou sanitaires. Mais comment ? * Instituer une taxe parafiscale sur les recettes I1 convient d'abord de cerner de facon precise publicitaires des chaines de radio et de t6levi- le champs de la culture. On peut a cet effet se re- sion, uniquement destinee au financement de ferer a la Conference Mondiale sur les Politiques la culture; Cuturelles (Mexico 1982) qui inclut dans la cul- * Instituer un prelevement similaire sur les recet- ture non seulement les arts et lettres, mais aussi, tes generees par les industries culturelles (cin& les modes de vie, les droits fondamentaux de mas, representations theatrales, films, livres) l'ere humain, les systemes de valeurs, les tradi- * Faciliter le credit bancaire aux entrepreneurs tions et croyances. culturels (realisateurs, auteurs) avec l'aval de Session VLB1. 115 l'Etat assorti de bonification d'inter&ts sur les Arjun Appadurai emprunts; Samuel N. Harper Professor, Financement externe: Anthropology Comme les gouvernements, les bailleurs de fonds University of Chicago devraient prevoir le financement d'activites cul- I speak, unlike my two predecessors, not for any turelles dans les projets de developpement. official body or for any government, but I have in Un financement approprie des activit6s cultu- my mind the country in which I teach and work, relles est indispensable pour leur developpe- which is I think the richest country in the world, ment. Cela aurait des avantages dans le court the USA; and the country in which I grew up terme (creation d'emplois); dans le moyen terme with which I have a deep affiliation and ongoing (reduire les importations de programmes cultu- connection, India, which is surely among the rels etrangers dont certains ont une action nocive poorest countries in the world, especially when sur la jeunesse des pays en dsveloppement); 1'en- its scale is taken into account. These are my in- racinement culturel qui en suit est tout le con- forming experiences as I speak to you today traire du mimetisme culturel: les productions briefly on some general points. I speak to some nationales sont privelegiees en lieu et place dnim- extent also for the field of anthropology, which is portations de biens de luxe coateux qum pesent my professional field. I am very glad that in this lourdement sur les balances des paiements. Ce conference devoted to the study of culture, there qui montre que la culture peut etre d'un apport are some anthropologists in this room, since we positif ou n6gatif a 1'economie. once upon a time used to think of culture as be- ing our special province. But though that bird has flown the cage, nevertheless it is nice to see that a few of us have spoken from time to time at this important event. We hope that our presence will enrich our own field as well and improve our own understanding of culture, which is dear to us on a daily basis in the classroom. Let me make the general comment that we are all, I believe, inspired by President Wolfensohn's remarks to the effect that culture is not an adorn- ment, a luxury, or an afterthought. And I think many of us found it encouraging and easy to con- clude that culture is in fact deeply entwined with the dignity of the dispossessed of this world, a number that he reminded us is growing. Culture is thus, to repeat something that has already been said many times in many ways, a vital and cen- tral component of any global development strat- egy for the coming millennium. It is also apparent that among the many exciting intellec- tual opportunities and conjunctures that accom- pany 1999 and the millennium to come, one is the potential partnership between UNESCO and the World Bank. This partnership could also open up to other partners and promises a dialogue be- tween culture and economics, and between cul- ture and development, which might break through the one-sidedness and the cliches of talk about culture and development which have gone on for 50 years. If that alone is the byproduct of 116 Culture Counts this conference, it would be a good thing, but I Thus, culture as identity-something we are am sure there will be many other good results, all interested in-has become largely divorced though there will be many challenges to this from culture as entertainment, and both have partnership, too. been increasingly privatized. Thus, the bottom Now, I want to speak briefly to the central 80 percent of India's population, for example, topic, constraints on resources for culture in de- find in mass culture almost no tools for knowl- veloping countries and economies in transition. edge building, skill building, value building, or Already, much has been said by my distin- strategy building which might improve their life guished predecessors that spoke on these prob- chances. These are serious deficiencies. lems. And I want to add a few points. Because Thus, my fourth point, culture is either the vic- the subject is constraints, my talk will not be ex- tim of high-end market forces or, when still sup- cessively optimistic, but I hope it will not be a ported by the state, it is overwhelmingly devoted pessimistic talk either. So let me speak about the to the interest of national cohesion and national constraints that look large and serious to me, interest rather than to local or regional aspira- constraints on resources for culture in develop- tions, or the deepening of the sense of citizen- ing countries. ship. These are four major constraints. First, the major constraint, in my view, is an Let me conclude now with just a few com- ideological constraint and a general one. Culture ments on the order of the famous question posed today is a central arena of debate rather than an by a great political leader from another time: area of consensus. Thus, all efforts to subsidize "What is to be done?" Of course, there are no culture often seem partisan and thus may appear quick fixes but a few things come immediately to politically undesirable, regardless of your posi- mind, utopian as they may seem. tion. So culture as debate poses the first major Resources of the World Bank are considerable. constraint on funding anything cultural, what- And so is the expertise of UNESCO, as well as its ever we mean by culture. large networks of cultural practitioners, activists, The second constraint is that culture has been theorists, academics, and so on. The following radically de-democratized. Since culture has possibilities come to mind as positive ap- been both marketized and, in my view, deeply proaches to this rather daunting situation re- nationalized, large sectors of the world's popula- garding constraints on cultural support for tion have been completely disenfranchized from culture. One, increasing local knowledge of glo- the production of culture and turned into either bal processes, without which whole localities voyeurs of high-level cultural spectacles or into will drop off the map. Second, we must support objects of cultural voyeurism themselves. efforts to create what I and others have called The third constraint connected to the second sustainable pluralism. Not pluralism for one one is that in the era of liberalization and privati- minute in one place, but sustainable pluralism. zation in which we now live, cultural production Third, we must fund efforts to produce knowl- has become increasingly the province of global edge, debate and opinion formation among the mass media. This is particularly true of electronic poorest 80 percent who are now hardly in the de- media, whose predominantly market orientation bate, as I have already noted. Finally, we must has overwhelmed all forms of cultural produc- enhance mechanisms for what I and others are tion which do not provide mass entertainment. calling grassroots globalization. That is, not just In India today, for example, you cannot make a the globalization of capital, nor just the globaliza- television program and have it succeed unless it tion of the nation state, both of which have their has some direct reference to Hindi cinema. If it is own ways of being global. But the globalization not built on Hindi cinema, the program is dead. of grassroots organizations, nongovernmental You will get no money, you will get no sponsors, organizations, and activist organizations that are you will have no airtime, you will have no audi- sometimes called community organizations. ence. This example can be multiplied a hundred Those grassroots organizations today are also in- times. terested in being global in their way. But we Session VI.B1. 117 must support that effort. And that is a serious, rence; and that is people from Senegal, people complex, and challenging task. from Ethiopia, people from Bangladesh, people I end with a short anecdote, having made from many parts of Asia, who are also selling these four very general suggestions, each of them various kinds of cultural goods. These markets in requiring hard thought, much debate, careful all kinds of humble products are right next to the specifications, and detailed production of scenar- upscale designers and right under these great ios; but I have the time only to point to them. I monuments. These people are from all over the think in them lie the grounds for intellectual and world, and they're also conducting an impressive political optimism. form of public life. So, in the Piazza Santa No- Let me end with Florence, which is our home vella, where my hotel is, if you go out in the eve- setting for this special event. I have never been to nings, you see people from all these nations and Italy before, except in passing. I have certainly a few native Italians as well, simply socializing. never been to Tuscany which is also extraordi- In Florence, and I imagine this is true in Si- nary; and I have never been to Florence which is enna, in Torino, in Milan and in Rome, we have even more extraordinary. In all my movements grand works of high culture surrounding us and through the city, to the Palacio Vecchio or to the animating our environment; and we have the Duomo or to the many stunning piazzas in this great markets of upscale design which also are city, or to the churches which dot the city, its drawing on art traditions. And finally, we have huge monuments and so on, I see three things. people of color, people from all over the world First, I see these splendid testimonies to cul- who may not be entirely welcome, but who are tural productions from an earlier time. Second, I certainly here making a life, making a livelihood see that every time your eye wanders, the market in the face of these monuments and in the face of is nearby. But there are two markets. One is of Ferragamo and the others. course the market of upscale shopping which is So my question is this: Can this conference, can always within 10 feet regardless of what monu- we all, can others concerned with these issues, ment you are looking at. And I say this without make policy, make a vision, make societies in any cynicism. I am myself thrilled by the design- which all these versions of culture and livelihood ers that I can actually see on their home ground. find a space? And if the answer is yes, we would But third, there is something else that I have seen have accomplished a great deal, but the journey is in every public space that I have been to in Flo- going to be hard and it can begin here in Florence. Session VI.B2. The Cultural Impact of Development on Civil Societies and Indigenous Culture Session VI (Roundtable B2) examines how to mobilize resourcesfor culture through civil society and indig- enous people involvement. The session also discusses issues such as the tension between preservation and mod- ernization of cultural values and gender issues related to culture. Case studies and success stories provide some answers. The session was moderated by Ian Johnson, Vice President, Environmentally and Socially Sustainable De- velopment, The World Bank. Mpho M. Malie For example, what finances, resources, and plan- Minister of Trade, Industry, and ning do we need for spiritual development to ar- Marketing rest the moral decay that is eating deeply into our Lesotho societies? Similarly, how do we sustain intellec- tual development to allow for growth in infor- The question that comes to mind is: How mation technology, study of history, sciences, does culture impact on itself? What is cul- and other faculties? How do we culturally cul- T ture? What properties does it have to influ- ture ourselves? ence itself to be catalytic and dynamic within It is hardly surprising that culture is the central itself? As a poltiiawthndtheme of this conference-culture counts. Be- itself? As a politician withat a developmig econ- cause whichever way we look at development, omy, what role do I have to play in this scenario? culture plays a pivotal role. Everything we live, How do I handle the pictorial definition and be- we touch, we eat, we breath is culture. I am aware havior of culture? And I was insistent in these that different definitions and formulae have been questions by the definition that the Honorable ascribed to the process of economic development President of the World Bank came up with, in a perspective that may seem to exclude the cul- which is a UNESCO definition of culture. We tural dimension. I hold the view that culture is a have had that definition throughout the deliber- catalyst for economic development. In this re- ations. This definition says to us that culture is a gard, any attempt at defining economic develop- whole being, and the question that arises is how ment should recognize the diversities of do we impart on ourselves to be whole and com- cultures-the heritage, value systems, and beliefs plete. A tough question indeed-a question that particularly in the African context. is multi-faceted and also multi-dimensional. I would like to pick an example of what I have How do we tackle our needs and our develop- just said in terms of my own country, Lesotho. In ment path in spiritual, academic, artistic, eco- 1986 a bilateral treaty was signed by the Govern- nomic arenas and all other spheres of life? How ment of Lesotho and the Republic of South Africa do we finance them and what other resources do in which Lesotho was to supply water from its we allocate to them? How do we sustain this de- highlands to the industrial heartlands of South velopment when plans are clearly articulated? Africa. This resulted in some of the largest dams 118 Session Vl.B2. 119 constructed at the highest altitudes within important because for any success of any devel- Lesotho. This project, which has come to be pop- opmental initiative, ownership forms a pivotal ularly known as the Highland Water Project, has and vital ingredient. It is in fact the Achilles heel cost over US$3 billion up to date. This project was of most developmental programs and!or financed greatly by the World Bank, the Euro- projects. Huge amounts of resources have been pean Investment Bank, the African Development invested into programs with vast potential for Bank, and other world financiers. The treaty was economic growth, job creation, and poverty alle- signed between a party of the then Government viation; but these programs have failed primarily and a military junta in Lesotho. And that goes for due to lack of ownership by the societies that the culture of good government. they have been meant to help. Governments What I would like to point at are the cultural should make it a point that civil societies get fully taboos that were not addressed when that project involved in development programs, taking full was envisaged and planned. What is normally cognizance of those societies' values and taboos. referred to and termed negative or toxic culture Governments should simply be smart and prac- is not properly addressed. Within the Basuto cul- tice smart partnership for programs to succeed. ture in the rural areas, there is a culture of pre- Let me just elaborate on this concept of smart born and after births on ash dumps. What hap- partnership and the concept of dialogue. This pens is that when people take out the ashes in the was started by the Commonwealth Partnership morning or in the evening, whatever time they on Technology Management (CPTM). Also, a take the mound after they made a fire and after number of Commonwealth States and regions in the burned down, they have a place that they use the Far East, Southern Africa, and the Caribbean to throw these ashes away. But that place is a sa- have been involved with a number of intema- cred place because the after-birth and stillborns tional dialogues in these regions since 1997. In are buried in those dumps. And nobody took fact the Southern African international dialogue cognizance of the fact that there was that culture, sponsored by His Excellency, President Mugabe, that belief, or that kind of practice. And it became is taking place presently at the Victoria Falls in a problem when construction had to start and Zimbabwe. The basic principle of dialogue is for people had to move from their homes, to be relo- governments, the private sector, labor, the me- cated. These supposedly ash dumps are sacred dia, academia, and civil society through all its graves to the Basuto, and just moving those ash possible forms to come together to meet a com- dumps was a very serious issue, which ulti- mon vision for the development of the country mately of course was amicably resolved. But and regions that all will ascribe to. In simple these things can make great projects fail because terms, a common destiny for all. the cultural impacts or the beliefs of the people Let me move on and say that these dialogues have not been properly considered. assisted awareness of those issues that can form The preservation and modernization of cul- social problems and hurdles in the process of de- tural values of any society cannot take place velopment. I would like to give a simple exam- without the full commitment of governments ple, which maybe to a Westerner does not seem and communities. There must be tangible, legally too much of a problem. President Clinton a few and morally binding, structures that will address months back had a lot of problems that were the common understanding of the destiny of the flashed all over the papers about extramarital af- nation as it embarks on its developmental pro- fairs. In Lesotho, it is a taboo to come up with grams, with culture as the unifying factor. In my print like that, because basically within our cul- view, governments-in addition to facilitation ture, we don't have illegitimate kids. There are and establishment of the legal framework within no illegitimate kids; nobody talks of an illegiti- which the development of culture should oc- mate child within my society. And for somebody cur-should set aside funds from their budgets to come up and publicize extramarital affairs can for the development of culture. The budgetary become a serious problem. So those issues are allocation should be made on the basis of key discussed with the media, those issues are policies and guidelines formulated after due con- brought up in this dialogue to say the freedom is sultations with societies, as this process of dia- there, the freedom of the press is there. You can logue will enhance ownership. Ownership is say anything you like about government, you 120 Culture Counts can say anything you like about organization. the government, the private sector, churches, We believe in transparency, we believe in ac- and civil society are all up in arms fighting HIV/ countability, everything should be above board. AIDS-a direct investment in health. But there are those issues that become national A question arose about the World Bank's en- taboos. And it is important to dialogue to make couragement for the private sector to invest in sure that people are aware of those. health. Yes, the private sector should invest in We also have what we termed initiation health in terms of private services, private clinics, schools which run for about six months to a year. private hospitals, medical aid. Yes, they should. In these initiation schools, boys of about 18 and Well, they are looking at the bottom line in think- 20 and girls of about similar age are moved and ing that they would make profits. But they taught the national culture, dances, whatever; should also invest in health in supporting their and they attend up to manhood. And we are talk- own employees, in supporting their societies that ing to the people who conduct-the instructors they will be investing in. It is more wasteful for of these initiation schools-to say to them, "let's the private sector to be training a person every be agreeable that when you do this, you take up month because the previous one that they have initiations in the mountains, in the privacy wher- trained has just been buried with AIDS. And our ever you are, make sure that land reclamation is private sector is aware of this. They have moved, done during the initiation project, dangers are and they are moving in all directions to make properly addressed, tree planting is done wher- sure that the spread of HIV/AIDS is contained. ever you are." And we are saying "be aware of The Government of Lesotho, taking cogni- the age limit as well; don't take 15 or 16 to initia- zance of the critical importance of the cultural di- tion schools." Also negotiating with our own mension of development, has established a fully church schools to say, "if children are from initi- fledged ministry responsible for cultural pro- ation schools, let them not be band from the grams and activities. Furthermore, the said min- mainstream of the educational system." istry sees to it that activities are meant to And these issues are national cultural issues reconstruct and rehabilitate buildings and struc- that need to be discussed and properly defined tures, including the preservation of indigenous and understood by those interns and those who flora and fauna of cultural heritage. It is my feeling that there should be a holistic are coming in externally either to help in the approach involving all sectors for the mobiliza- formissuof nedoation or progrlyamsorticulvtestmtion of resources on cultural development. In this The issuesneedto besclearlysarticulated. regard, communities could be encouraged to The private sector should also be fully en- take part in activities such as musical festivals, as gaged. Measures including tax deducibility of well as sports, meant to articulate the importance expenditure incurred for meaningful cultural ac- of culture in the development of their societies. tivities may be introduced to encourage partici- These activities are there, they are all over it. pation in cultural development programs. The World Bank, the donor community and in- Indeed the private sector should play a role in the ternational organizations, in conjunction with cultural development of societies, not as promo- beneficiary governments, could agree on strate- tional gimmicks for the sake of boosting bottom gies that will inculcate the inclusion of cultural lines, but through participation and engagement. impact assessment in projects that they finance. Should the World Bank and other banks invest They should probably be done in the same man- in culture? Yes, they should. Should they invest ner as the Bank and donors justifiably insist that in education? Yes, they should. Should the pri- projects should have environmental impact as- vate sector invest in these social programs? Yes, sessment carried out before funding can be re- it should. Some private sectors invest in their so- leased. Maybe, the World Bank can develop that cial programs, and this is highly encouraged by theory and see what could possibly be done about governments. cultural impact assessment. These measures can There is a serious problem in my part of the engender the sense of responsibility for cultural world-the problem of HIV AIDS. And every- development by both host government and do- body is up in arms to fight this scourge that is nors and thus avoid cultural degradation as all threatening to wipe us all out if we don't do any- stakeholders would consider culture as an impor- thing about it. I would like to say that in Lesotho tant variable in the equation of development. Session Vl.B2. 121 Culture is a vector with both direction and Stefano Bianca method. A proper mix of these variables will Director of Historic Cities and Support bring about the expected development results. If Pr we keep it in the first quadrant in positive rogramme spheres and let it stay there, then it will work for Aga Khan Trustfor Culture us. But any other quadrant that we move it into, we should expect that quadrant results and On behalf of the Aga Khan Trust for Culture never be puzzled by them. There is currently in (AKTC), I would like to thank the World Bank and the world the concern about Y2K compliance-a the Italian Government for the invitation to partic- concern that has been brought about by one of ipate in this important seminar and to speak in a the good practices of computer scientists and city which is a living example of the fact that "Cul- mathematicians, the principle of optimization. ture Counts". Let me add that the interaction be- Optimal usage of scarce resources. Let us opti- tween culture and development has been essential mize but not be too short sighted. Let us optimize for the AKTC since its inception and continues to on the impact of cultural development, and let it be the focus of its "Historic Cities Support Pro- comply now for sustainability. gramme" (HCSP), operating since 1992 as the project-implementing agency of AKTC. Since today's roundtable is to deal with the impact of modern development on indigenous cultures and civil society, I propose to share with you a few thoughts on the attitudes of technical assistance provided from outside, as well as pos- sible ways of fruitful interrelation between "ex- perts" and indigenous knowledge and practices. In the second half of my speech, I will illustrate ways of mobilizing local resources with a few ex- amples taken from various sites of the current HCSP portfolio. Before raising some issues of more philosoph- ical nature, let me relate an anecdote: When plan- ning the new provincial capital of Chandigarh in the late 50s, the architect Le Corbusier-one of the figureheads of the Modern Movement-was reminded by an Indian colleague of the impor- tance of local living traditions which should be reflected in the plan. His answer was: "Que signi- fient les coutumes indiennes aujourd'hui, si vous dites oui a la machine, aux pantalons et a la d6mocratie?" ("What sense do local habits and customs make today, once you say yes to the machine, to trou- sers and democracy?") Forty years later, looking at the results of mod- em post-war development, this statement ap- pears both na1ve and presumptuous. It still reflects the views of a technology-driven devel- opment concept rooted in the utopian ideas of the late 19th and early 20th century, when it was thought that modern science, industrialisation, and rational planning methods-combined with free market forces according to some, or with communist procedures according to others- could produce paradise on earth for all. The ide- 122 Culture Counts ology that resulted from such thinking (a per- fact that the mix of material and non-material im- verted modern eschatology, so to speak) did pulses is a prerequisite of a lively and fulfilling away with non-quantifiable cultural values and human existence. was, by necessity, blind to the qualities of age-old More recently, however, a new awareness of cultural traditions. These tended to be discarded, the fatal omission of environmental and cultural wherever they survived-without considering concerns started to grow in Western societies, in that they offered social, emotional, and spiritual parallel with the acknowledgement of the obso- resources and incentives which the modern de- lete nature of many conventional modern devel- velopment paradigm has been unable to produce opment concepts. Voiced by visionary artists, by itself. philosophers and scientists-some of their publi- During the past few decades, the bankruptcy cations going as far back as before the First World of the modern utopia of "progress" has become War'-these concerns were finally captured and evident to most observers and actors in the field. broadcast by international conferences and re- Its collapse was triggered by the increasingly se- ports of UN agencies, such as the Rio Summit in rious envirounental problems caused by a one- 1982 and the report on "Our Cultural Diversity", sided, unbalanced form of technological devel- to which many speakers have already referred. This new awareness has also changed our attitude opment. Within decades, natural resources accu- to indigenous cultures and their achievements, mula ted and sustained over thousands of years which suddenly no longer look "outdated", but in have vanished, and the diversity of species re- many ways appear as ground-breaking for sponsible for both the richness and stability of adapted and innovative new approaches. our eco-system has been dramatically reduced. We now realize that we must look more Traditional societies followed a different phi- deeply and more sympathetically at the peren- losophy: while they obviously had to struggle nial values of cultural traditions, their evolution- with the natural environment, they never suc- ary potential, and their chances to survive under cumbed to the temptation of treating the creation new auspices. We are ready to acknowledge that as a dead "raw material", as it were. They consid- the processes of human life are much more com- ered themselves as part of the environment; not plex than the conventional tools and mecha- only because they did not have the means to nisms used by simplistic planning techniques overrule it, but even more so because maintain- assume. We accept that in a time of rapidly accel- ing the balance between man and nature was in- erating outer change, inner continuity has be- trinsic to their wisdom and spiritual principles. come of vital importance. We have learned that Indeed, most traditional cosmologies believed in we can no longer afford to romanticize about the the wholeness and unity of creation: man was in- benefits of an utopian type of modern develop- tegrated in a larger concept of the world, rather ment; that we must scrutinize the actual effects than the world being subject to the limitations of and side-effects of "progress" and that we must the human mind and its particular perceptions. make sure to respond to the most essential hu- In a sense, modem technology cut the umbili- man needs-as opposed to "needs" insinuated cal cord between man and his environment. Sud- by seductive and overpowering market forces. denly both were experienced as two independent We have also experienced that "democracy" is entities no longer related to each other. Man's in- not immune from all sorts of abuses and that it is ner cosmos was no longer seen as a reflection of rarely able to instill the inspiration and the sense his outer cosmos. The modem development par- adigm thus tended to ignore deeper cultural con- cerns, much in the same way as it excluded Germnan thinkers hardly known in the anglophone environmental protection from its agenda in or- world have been at the forefront of the critical review of denvronbecomen seeminglyamore protectiondutive a utopian concepts of "progress'. See for instance the arti- der to become seemingly more produchtve and cles of Berthold Vallentin, Karl Wolfskehl, and Friedrich "efficient". Indeed, it relegated culture to an iso- Gundolf in the 'Jahrbuch fuir Geistige Bewegung" (1910- lated abstract domain-away from what it 11) and Ludwig Klages "Mensch und Erde (1913); later thought were the basic, more material needs of Karl Jaspers' "Die Geistige Situation der Zeit" (1931), life. For, due to its own limited standards, mod- Wilhelm Ropke "Die Gesellschaftskrisis der Gegenwart" ern development found it hard to acknowledge (1942), F.G. Junger "Die Perfektion der Technik" (1946), basic needs of a non-material order, let alone the A. Portman "Biologie und Geist" (1956). Session Vl.B2. 123 of legitimacy that is needed to mobilize societies "infiltration" or "osmosis" which is imbued with and communities from within. respect and empathy for the values of the cul- What is therefore required at present is an en- tures concerned, thus allowing it to reach the vi- lightened and realistic view of what "develop- tal inner center of a society and to help orient and ment" can-or cannot-achieve, and to explore control the processes of change imposed by an means of how development can work hand in ubiquitous, but relatively superficial "modern hand with deeper cultural and social forces, and civilization". Without being able to elaborate on indeed harness their internal dynamics, rather this concept at greater length here, my limited than stifling them. experience suggests that the following few rules The first step towards this new state of mind is would be essential for outside professionals to acknowledge that development in the conven- when interfering with indigenous cultures: tional sense was something imposed from out- * Planners must understand, respect, and sup- side, often relying on artificial constructs of port, as much as possible, the inner realities of reality and alien to the local context. Indigenous indigenous cultures, rather than transferring cultures, in contrast, were always developed from or-implicitly or explicitly-imposing foreign within, drawing on deeper spiritual resources, values and standards. mobilizing strong emotional forces and produc- * Planners must contribute to making indige- ing an implicit, almost organically grown social nous societies aware of the shortcomings and cohesion. They had an instinctive, rather than ex- the risks of unadapted, often illusionary devel- clusively rational sense of appropriateness, and opment ideologies, the consequences of which the striking unity of their formal expressions was are often not transparent to local communities. never due to rigid external rules and prescrip- * Planners must be inventive in their search for tions, but resulted from internalized codes of in- locally grown solutions rooted in the interpre- dividual and social behavior that were rooted in tation of pre-existing cultural traditions-so- deep emotional and spiritual convictions. lutions which need to be developed in close A new type of culturally sensitive develop- cooperation with local communities and can ment must respect such internal social processes increase their pride and sense of ownership. which can spark initiatives, create motivation, * New, adapted development structures must and infuse meaning to human activities. It consider and harness all aspects and levels of should seek to revitalize and sustain them where human existence, from the material to the non- they have been lost or weakened. Development material, and integrate spiritual, social, eco- from within, in harmony with the intrinsic cul- nomic, physical, and institutional resources in tural values and motives of local or indigenous ways which are both meaningful and tangible societies, is an often overlooked pre-condition to the local population. for achieving self-sustainability-the new hall- * Such integrated development concepts need mark of revised modern development policies. to be worked out and implemented in nuclear But let us not fool ourselves: new development form, that is, at a small scale and in well-de- directions cannot be efficiently implemented by fined social settings, in order to foster identifi- abstract rules, regulations, and procedures only, cation between people and their environment as rational and well-intentioned as they may be. and to enable people to relate to and actually Laws and regulations may prevent abuses, but manage their micro-universe-which also will not nurture creative forces and emotional re- means enabling them to resolve potential in- sponses. In-depth changes and re-orientations ternal conflicts on their own. can only occur if the inner springs of a society can * Once established or reinforced, lively cells of be reached, or, to put it in other words, if people integrated development must be encouraged can be touched in their hearts, their senses and to radiate, extend, and reproduce themselves, their own mode of thinking. Only then will it be thus releasing a continuing snow-ball effect, as possible to implement new objectives via sponta- it were. neous actions from within, and to make a variety * Strong interaction must be promoted between of individual acts converge into a stream which a network of related but differentiated cells of can act like a force of nature. integrated development, in order to spark My contention therefore is that adapted local synergies and achieve a growing impact at development must be based on a type of subtle higher political levels. 124 Culture Counts * Effective support, or at least tolerance and Jorge Uquillas goodwill, must be secured from central and in- Senior Sociologist, Indigenous Peoples termediate administration levels, in order to al- low local initiatives to flourish and to expand. Program, Latn Ameica * Financial support from national and/or inter- The World Bank national sources must be obtained, once viable objectives and procedures have been set up and I would like to tell an anecdote. About three once the local set-up has proven to be efficient, years ago, I went to Geneva to a meeting of the self-managing and eventually self-sustainable. United Nations Working Group on Indigenous All this may sound more abstract and compli- Peoples. To my surprise, the Bank Information cated than it is in reality. Let me therefore try to Center, an NGO that keeps tabs on multilateral visualize the subject with some illustrative points organizations, had a session on the World Bank taken from three of the six projects which the Aga and Indigenous Peoples. Since I was one of the Khan Trust for Culture is currently implementing few representatives of the Bank in Geneva, I de- through its Historic Cities Support Programme. cided to attend this meeting. To my surprise, at In doing so, I will lead you from Samarkand the entrance of the conference room, there was a (Uzbekistan) to the Hunza Valley (Northern Paki- project idenificaftion document of the World stan) and Zanzibar (Tanzania). My intention cer- Bank on Ecuador's Indigenous and Afro-Ecua- taiinly is to present success stories, but also to doran oplE s Indigenous For a mo- point out problems encountered, particularly in ian Peoples Development Project. For a mo- the first example concerning Samarkand. Beyond ment, I was reluctant to enter. I thought that the single monuments, I shall put emphasis on the is- meeting would be mostly oriented to criticize the sues of traditional housing and public spaces, be- Bank and that I might find people who would cause they constitute the main part of historic ask questions that could not be answered satis- cities, are of direct relevance to people, and pro- factorily-questions like why the Bank is sup- vide the most interesting field of interaction be- porting social adjustment, or why the Bank has tween cultural, social, economic and institutional been slow to adopt social and cultural policies, or development factors. Let me attempt to define the how to explain some of the adverse factors of key issues of each case as concisely as possible, some Bank projects in Asia and Africa. In any and in lieu of images describe some key points. case, I decided to take the challenge and went to the meeting. Before the session started, I intro- duced myself and asked the organizer: "I'd like to know why you have this document outside?" And she said, "That's an interesting question. We have that project identification document be- cause it is a demonstration of the potential that the Bank has to work with indigenous people around the world." I'd like to tell you about my experience of working with indigenous people in Latin Amer- ica and, particularly, about a novel project of ethno-development. In a way, it is a different take of the title of this conference-Culture Counts. And I would say in this case that we are talking about cultures that count. As you know, in the last few years, the World Bank has shown a greater concern for the social dimensions of de- velopment. As part of that gradual change, we have seen the adoption of an indigenous peoples' policy, which essentially had the intention of preventing adverse effects of project interven- tions on indigenous peoples and has gone be- yond the promotion of indigenous development. Session Vl.B2. 125 The concept of ethno-development, formu- million for a period of four years. The World lated by Latin American social scientists, argues Bank is financing the project with a US$25 million about the needs to have a new paradigm of de- loan; the International Fund for Agricultural De- velopment where the improvement of conditions velopment (IFAD) is co-financing in an amount of indigenous people is based on their own vi- of US$15 million; while the remaining US$10 mil- sion, starting with a deep understanding of their lion is being financed by the Government of Ec- socioeconomic and cultural conditions, and on uador as well as by indigenous communities and their priority needs and demands. We have used their organizations. Project preparation started in this concept in the design and implementation of early 1995. The project was approved in early a project in Ecuador. The project targets indige- 1998 and became effective in September of the nous and Afro-Ecuadorian peoples that, accord- same year. ing to national statistics, are at the bottom of the I have brought the case of the Indigenous and social ladder. So, in this way, it is also targeting Afro-Ecuadorian Peoples Development Project poverty. to this meeting because it is an example of how to At this point, I would like to highlight some promote the positive aspects of development on statistics about the composition of the beneficiary culture. In fact, the whole project supports cul- population of this project. First of all, indigenous ture. By supporting indigenous peoples rights to and Afro-Ecuadorian peoples are estimated to be land, it is supporting the basic conditions for around four million or about 30 percent of the to- their development. By supporting the participa- tal population of the country. They have a rich tion and the strengthening of indigenous and cultural diversity; representing 13 different cul- Afro-Ecuadorian social organizations, it is also tures. Although some of them hold large com- supporting culture. By providing funds for de- munal holdings (particularly in the Amazon and velopment according to the beneficiaries own vi- coastal lowlands), 80 percent of them are under sion, it is also supporting culture. the poverty line. There are many lessons that the World Bank is The project is the first stand-alone investment learning from designing and implementing this operation financed by the World Bank that fo- project. In the following section, I will briefly dis- cuses exclusively on indigenous and other ethnic cuss them. They are classified in the following minorities. It also marks the first time in the his- areas: tory of Ecuador that a government borrowed re- * Critical entry conditions, sources to invest specifically for the benefit of its * Project preparation process success factors, indigenous and Afro-Ecuadorian population. and Furthermore, the project also signifies the first * Essential project design features that underlie platform based upon which indigenous organi- the application of the concept of ethno-devel- zations and the Government of Ecuador have opment or development with identity. joint forces to put the vision of development with The critical entry conditions identified include: identity, also called ethno-development, into * Existence of distinct population characteristics, practice. This vision builds on the positive quali- * Strong poverty-ethnicity relation, ties of indigenous cultures and societies, includ- * Presence of strong social organizations, ing a sense of ethnic identity, close attachments * Commitment to finding common ground, and to ancestral land, and the capacity to mobilize la- * Existence of an enabling policy environment. bor, capital, and other resources to promote local The project preparation process success fac- employment and growth. tors that were identified could be listed as: These notions have been incorporated in the * Existence of a participatory framework for Indigenous and Afro-Ecuadorian Peoples Devel- joint decision-making, opment Project that currently is investing in local * Appropriate division of functional responsi- capacity building; small-scale, demand-driven bilities, rural subprojects; land tenure regularization; cul- * Relatively high degree of project autonomy, tural patrimony activities; and institutional * Conducive working environment, strengthening of the National Council for the De- * Transparent rules of the game, velopment of Ecuadorian Peoples (CODENPE). * Ability to mobilize alliances, The total budget envelope of this project is US$50 * Hands-on experience, 126 Culture Counts * Flexible processing schedule, and of art. It is also increasingly supporting indige- * Continuity of task team. nous peoples around the world, those living cul- The project design features that appear to be tures that need help because they, more often essential elements to apply the concept of ethno- than not, are economically poor. In doing so, the development include: Bank is recognizing that even though indigenous * Existence of an objective beneficiary targeting peoples might be economically disadvantaged, mechanism, they are also endowed of many assets. Culture, * Focus on mobilizing social capital, and as seen here, is an asset, a form of social capital. * Concrete cultural dimensions. Besides cultural assets, many indigenous peo- To conclude, I would like to reiterate that the ples also own lands rich in natural resources. Indigenous and Afro-Ecuadorian Peoples Devel- What they need is technical support to better for- opment Project is a case that demonstrates of mulate their own vision of development, to set how the World Bank is adopting new ways of in- their own priorities, and to make their demands cluding culture in development. Thus, the Bank known. They also need financial support for in- is not only supporting the preservation of tangi- novative operations that allow them to work ble cultural heritage, as represented by architec- within the paradigm of development with cul- tural monuments and the numerous expressions tural identity. Session VII. Strategies to Support Culture in Sustainable Development Session VII presents the results of the thematic working groups to the plenary. In reporting to the session, the rapporteurs were asked to relate to two key words in the title of this conference: development and resources. It is important to show how the activity of the group, according to what was discussed, will support develop- ment and, in particular, poverty reduction; and, regarding resources and programs and proejcts, how the ac- tivity of the work will continue in the future and what initiatives are being presented and proposed. The Thematic Working Groups will present an outline of the practical actions envisaged as the outcome to their deliberations and may include thefollowing: * Announcements of programs by international institutions; * Guidelines of newfinancial mechanism (trust funds, voluntary contributions); * Announcements of agreements among new partners; * Announcements of new initiatives and brokerage sessions; and * Mobilization around common objectives. The session was moderated by Franco Passacantando, Executive Director, The World Bank. Utit Kaotien tected. One way to do this is to invest in cultural National Economic Social conservation and development activities, which Development Board have aesthetic and historical value for local people Develon t and which can benefit local communities. These benefits can be either tangible economic benefits or intangible benefits such as self-esteem and self- (GROUP 5) confidence. The second theme is the investment community education and participation. L et me start the report of the East Asia In Cambodia, the most important priority for working group that was organized in or- investment is education that reestablishes under- der to allow the countries of East Asia the standing and appreciation for cultural heritage at opportunity to gather and discuss this major is- the community levels. In this way, national com- sue in cultural heritage conservation in our coun- munity values are reaffirmed, conservation is en- tries. Representatives were here from Cambodia, sured, and tourism, which is both dignified and China, Indonesia, Lao PDR, Mongolia, Papua homogeneous, is developed. New Guinea, Philippines, Thailand, Vietnam In a nutshell, the idea of stimulating grass- and Fiji. In the course of the discussion, country roots activity in cultural activities, especially in representatives discussed their highest priority the living art, is given a high priority. For its po- for cultural heritage activities, the major con- tential to empower communities and increasing straints they faced in accomplishing their goals self-confidence and self-sufficiency, the use of and the ways in which they think the World cultural-based curriculums, museums, and site Bank can be most helpful for their work. interpretation were discussed. Common themes for investments which The third theme is the investment in cultural emerged in the discussion: First, investment in lo- diversity and contemporary culture. Papua New cal ownership of a cultural assets. There was Guinea expressed the importance of supporting widespread support among the participant coun- respect for cultural diversity. Because the coun- tries for the idea that local community must take try has seen this as a key to the essence of nation- ownership of and responsibility for their cultural alism and solidarity. Vietnam also mentioned the assets, in order for them to be adequately pro- importance of investing in the national cultural 127 128 Culture Counts identity. On this note, audience participation Marc Laenen was enthused on the importance of looking at the Director, ICCROM living culture as well as the beauty of imminent object. The Papau New Guinea representative VALUING HERITAGE-BEYOND ECONOMICS stressed that culture is a living, changing phe- (GROUP 7) nomenon which must be enabled to grow and change. Investment in the art and culture of to- The seminar and the workshop that we had the day will not only create the heritage of the future privilege to organize was a continuation and ac- but reinforce respect for the past culture. tually a test to reality of results obtained in the in- The fourth theme that we have discussed is terdisciplinary discussion held at ICCROM the investment in policy and regulatory, legal, headquarters last week, on valuing heritage be- and incentive frameworks. Thailand suggested yond economics. It was an interdisciplinary that national development plan needs support in workgroup comprising economists, decision- order to include policy and strategy that could makers, conservation professionals, social an- effectively help conserve Thai culture. China un- thropologists, art historians, archaeologists and derscored the need for regulatory frameworks so on. Also different cultures were represented in and incentives to guide conservation effort and the working group. direct resource to priority target. We recognized that cultural economists de- The fifth theme, the investment in job creation velop economic valuing systems and methods and cultural enterprise development. Mongolia, important to assess the economic benefits and along with many other countries, emphasized the economic impact of investments. But they the need for investment in cultural enterprise de- had some limits insofar as economic valuing velopment and job creation, which include tapes- methods were not capable to grasp the value of try making and cultural management training. conservation of cultural heritage in that complex The group expressed interest in helping or docu- and dynamic reality. Therefore, the forum and menting the economic benefits of investing in the seminar and the workshop was an attempt to culture. construct a global conceptual framework to un- The sixth theme, investment in urban revital- derstand, appreciate, and assess the social im- ization. China emphasized their desire to revital- portance of cultural heritage conservation; and ize urban area while balancing economic to study comprehensive assessment methodolo- development and cultural conservation. As one gies beyond economics. of the fastest organizing countries in Asia, the The reason was that we need, in a process of Philippines is intent upon stimulating invest- social cultural economical changes where differ- ment in urban conservation and revitalization ent stakeholders have different conflicting inter- that is politically integrated with economic de- ests, to reach authoritative and right information velopment and support for living culture. to make the right responsible decisions and to be The seventh theme is the investment in sustain- effective in the long-term policies of sustainable able tourism. Lao PDR discussed the importance development. Such information is not limited of investment in respectful and sustainable tourist only, or needed only, for decisionmakers but also development, which protects the environmental for investors, society members, the public opin- and cultural assets in their country. Vietnam em- ion, and so on. phasized, as well, the need for investment in cul- In order to achieve these objectives, the forum tural heritage management and planning for seminar and workshop tried to identify the cul- sustainable tourism and economic development. tural heritage values which contribute to a better quality of life and identify these models: * Cultural heritage conservation is not an iso- lated issue, but integrated in social cultural de- velopment policies and strategies. * We need to understand, in the process of change, the motives and mechanisms for pri- ority setting and decisionmaking. * Economic valuing is an important first aspect to convince ministries and other stakeholders Session VII. 129 to invest in cultural heritage, but that has its Vijayendra Rao limits and some risks. Development Research Group • Valuing heritage should be done on a broader The World Bank definition of benefits than economic cost-benefit analysis only and, apart from quantitative mon- CULTURAL ECONOMICS, IDENTIrY AND POVERTY etary measurements, qualitative and multi-cri- R teria methods for assessment existing in other REDUCTION (GROUP 3) fields should be applied. Our group was really trying to focus on those as- * Valuing methods should be multidisciplinary pects of culture that matter for poverty reduction and form a teamwork as a consequence of the primarily. It was a group consisting of some dis- multifaceted reality of social cultural changes tinguished economists and anthropologists who and development schemes. work in culture-related areas and people who * Such valuing methods should be based on a have been thinking about how to implement cul- complementary approach between top-down ture projects operationally, both in and outside initiatives by governments and specialists, the World Bank. We focused on two aspects dur- and bottom-up initiatives involving participa- ing the day-looking at Bank operations and de- tion of the local population, responsibility, veloping a research agenda that is operationally and education. relevant and that has some implications of how * Valuing methods should avoid to impose to the Bank should incorporate a "cultural lens" into societies' external values and appraisal sys- the way it does its business, into its analytical tems but should be sensitive to the different framework. As we all know, the analytical frame- cultural context and the values shared by work at the Bank currently is completely eco- members of this communities. nomic, which is necessary because the World We made an attempt to list several comple- Bank is afterall a bank. But, how do we then use a mentary methodologies-econometric methods, cultural perspective, a cultural lens and merge it methods to value the social impact of heritage with that economic perspective in order to make conservation, social cohesion, social stability, the World Bank's operations more effective. psychometric assessment models, environmen- I think, there was common themes: First, cul- tal impact assessment models, peer-review mod- ture is not backward looking. It was not just els, pick description methods in which values in about heritage. It's forward looking. Second, cul- a specific cultural context are being understood, ture is aspirational, as well as instrumental, and and community response evaluation methods. it improves the quality of life. I think we all agree We considered all these as just initial elements to on this. The question is how do we then opera- form together a mosaic and that all these need to tionalize it? As I said earlier, the Bank is a bank. I be fine-tuned, to be refined and to be applied in think this theme came up over and over again. cultural heritage. That it makes loans, it expects a return on those And, that inter-relations between these differ- loans. It is not like some other organizations, a ent methodologies should be developed and tha giver of free money really. So, the question is in the future, an interdisciplinary team shoul how does taking culture seriously sort of come elaborate this and test these methodologies in how dostakion cuture serioul as o come . ,. m~~~~~~~~~ito contradiction with the Bank's role as a bank? specific test cases. When you think about it, it's a win-win situation. If you take culture seriously, we take how people behave seriously; we're able to develop more ef- fective programs by taking those things seri- ously. Then, the Bank is going to make loans that have a higher rate of return. This would be a bet- ter bank and a process of also making people's lives better. The operational agenda focused several as- pects including the idea of participation. If the Bank is going to truly listen to the voices of the poor, then the voices of the poor should be part 130 Culture Counts of the way the Bank does its business. And what We have to understand the culture of the our clients need, what our clients seek should be World Bank itself. The World Bank can no longer built into the kinds of projects that are con- be in the habit of sending in folks-who are not structed. The designers of a project need to listen aware of the cultural complexities of the coun- to those for whom the project is being targeted at. tries they're dealing with because they are You get more information in the way you design young, because they are arrogant, because they the project. This makes for better projects, period. are simply ignorant-and have them prescribe Now, that raises a number of questions. policies that they don't quite understand the cul- Whose voice are you going to hear? When you tural implications of. How do we sensitize the talk about participation, it's not a panacea, al- Bank to these things? Can there be such a thing as though there are many issues of participation best practice? Can we be sure of best practice that cultural lens can help us understand. Whose when it differs from country to country, from voice do we hear? How do you hear that voice? culture to culture? Can we adjust one model for How can you be inclusive in the process of get- everybody or do we have to be sensitive to how ting that voice heard? And again, here, cultural structural adjustment impacts people at the local analysis is very helpful because what it allows level? This again requires a cultural lens. you to do is to understand those structures of ex- The brief message here was interdisciplinary clusion and inclusion and the way in which peo- and multidisciplinarity work is extremely impor- ple perceive themselves and the way they behave tant. Because you can't just use one disciplinary to formulate an information gathering process culture to understand the impact of the Bank's that is inclusive and promotes better policies. operations. It has to be worked together. The dif- Now, participation has many other aspects. ferent social sciences have to work together to What participation also does is that it turns local understand this. And if they do work together knowledge into cultural industries. In other and bring culture into the central work of the words, the idea is how we can use local knowl- Bank for poverty alleviation, we will not only be edge in a way that has an economic return? And a better Bank in the sense of generating high re- one manner of doing that is to employ technolo- turn for projects, but at the same time, do better gies that are now such widely available and inex- development. pensive to connect local lives to the global process. Globalization is a central theme that ran through our discussion. To summarize, there are some complex dis- cussions, so forgive me if I do not represent their complexity. When we think about globalization, it's not clear what cultural impact globalization is having. Is it a process of homogenization or a process of, what was the word, hetrogenization? And it's not clear how that all works. Therefore it's central that the Bank take culture seriously when thinking about these processes. There are aspects of culture of built heritage that are quite easy to understand from an eco- nomics perspective. Built heritage is in many ways a public good. It's like a public works pro- gram. It generates a clear economic return and, therefore, it's quite easy to understand. What is much more difficult is to do poverty analysis that is culturally sensitive. And that's where the inter- disciplinary agenda is crucial. Economists have to work with anthropologists and sociologists, in order to develop new and complex ways of look- ing at the world. Session VII. 131 Claude Poliart orize their territorial cultural heritage. The sec- European Commission ond covers the local cultural heritage. It can also help to increase the economic values of touristic MUSEUMS: CONSERVATION AND MANAGEMENT activities. The third recommendation is about ed- OF CULTURAL HERITAGE (GROUP 8) ucation. Education in developing countries can benefit from the use of the new information soci- The Museum is one of the few major functions ety technologies to access cultural heritage. The and institutions of modern society to be distin- most important problem to solve is to adopt the guished by fairly recent origins and by a much way of accessing and retrieving the cultural heri- discussed future. In the opinion of our group, it tage to the cultural identity of the user. represents fundamental crossroads in the econ- And finally, we proposed a project. In fact, the omy of cultural heritage: Because it conserves project we proposed will aim to make available and makes accessible most of our movable cul- models and tools like hypermuseum, as sup- tural heritage; because it supplies significant part ported by the European Union. The hypermu- of real culture services to the public; because it seum aims to support, develop, and support also plays a central role in virtual access to cul- services centers that will allow, bi-directional ex- tural heritage through the telematic networks; change between culture and content provider, like and finally, because it provides the gateway to museums and the world education community. the territory for cultural tourism. Our discussions focused on five areas that we consider most relevant to the task of clarifying the problems and outlining the development trends of museums today. The first area was ded- icated to museums and their territory. It con- cerns, in fact, the indissoluble bonds between the objects in the museums and their original histor- ically and environmental context. The second area covers the museum networks. In fact, it con- cerns the impact that the information society is having on access to cultural heritage. The third area covers conservation and communication. The principle governing the conservation of unique and highly perishable objects on the one hand, and mass access to them on the other end, are essentially contradictory. This third area con- cerns the possibility of overcoming these contra- dictions. The fourth area covers the museum's educational and social functions. And the fifth area covers the administration of museums and the relationships between public and private bodies. The working group was composed of experts and representatives from cultural, academic, pro- fessional, institutional and the business worlds, with the first and in-depth knowledge of the problems and current trends involving the areas concerned. At the end of our debate, we arrived at three main recommendations. The first one concerns information society technology. The in- formation society technology is evolving fast and is offering a lot of technologies that can provide new opportunities to developing countries to val- 132 Culture Counts Kim Veltman for access to Europe's cultural heritage. On one Maastricht McLuhan Institute hand, we have practice, a secretariat in Milan that has special interest groups. We have competent SUSTAINABLE DEVELOPMENT IN centers and points of presence. On the other hand, COMMUNICATION AND EDUCATION: at the theory level, we have core centers of excel- PILOT PROJECTS AND CASE STUDIES (GROUP 11) lence which are focusing on the problem of in- teroperability of content, policy issues, new kinds Why are we here? Because culture is important, of multimedia, MAs and PhDs. Then, we have it is essential for development. There's no skilled training centers and creativity centers. labor supply, if people are not aware of their cul- At the import side, we have networks of mu- ture. There will not only be constraints for cul- seums at libraries and archives. And at the out- tural heritage programs, there'll be no one to put side, we're going to have school nets, film maintain the culture. The culture will fall in ruins and television networks, and other cultural net- and then there'll be no tourists who come, works. there'll be nothing to keep. So, a pilot's ap- But to make all these work, we can't just talk proaches must go beyond this vicious circle. about interoperability. We have to talk about in- Our group had some fascinating experts who teroperability of contents and we need to have told us wonderful facts. John Gates from SUN re- interoperability of content labs where these minded us that within one day, 4,000 schools in things actually get shown. And these will evolve California and 50,000 schools in the United States into a demo rooms and finally, into a new kind of were actually wired. We were told of a project virtual museum. from Bosnia, working together with Canada and What's very interesting is that in the past, we the United Kingdom and other countries. GIS had local efforts, we had people at the national and remote systems, a sensing systems were be- level doing things. In Canada, for example ing integrated. Val Herman told us that technol- where I grew up, we had the Canadian Heritage ogy is not the issue. Companies like Junti showed Information Network 27 years ago. And at the us examples of merging technologies. We were international level, we now have UNESCO, told that business supply is greater than the de- UNDP, the World Bank. We have to be globally mand. That we need products that developing aware of what's happening locally and we have countries want. We were reminded that, in fact, to somehow create a network that will link these we have to keep an eye to the future. If you look local efforts. at Universal Mobile Telephone Systems within What would these pilot projects do? Two two years, we will be able to have a satellite con- things. One we have to share our theoretical nection anywhere in the world. Gadgets this size knowledge. And that is our technical knowledge, will be able to be bought now for a US$179 and things like our information about conservation within five years for US$25. Within twenty years, such as the Conservation Information Network an object this size will be 100-million times more that the Getty established and has grown out of powerful than a Pentium today. the Canadian Conservation Institute. We must These are all realities. The pilot projects must share technical standards, our technical solu- have a mix of methodologies of skill sets, must be tions, and the best examples from all over the Internet-based. They must not become cultural world. objects of incultural imperialism. They must not We also have to share training. That includes be merely about the rich in culture, but must in- software courses and educational packages. We clude oral culture, performance culture, and have to work together with educational groups even illiterate culture. They must include all the because it's not just the cultural side, it's the edu- stakeholders, they must include the local as well cation side and the training side. We need a as the global. And they must not only be between hands-on transfer of skills and therefore we need the developed and the underdeveloped, but be- to train the trainers. We need exchange programs tween all levels. for practitioners not only among the European What we need is a framework. There is a Med- countries but also all around the world. And part ici framework which is grown out of the European of that is to train the specialists and the second Commission's Memorandum of Understanding part is we have to also train awareness for the Session VII. 133 masses. We have to learn to see the objects in con- Andrew McIlroy text to the new way. And, part of that means an Bondardo Communicazione, Milan integration so that I don't just see the object in the museum, but I see where it came from-in the CULTURE AND PRIVATE SECTOR SUPPORT theater or in the church and all the places it went (GROUP 10) in between. We talked about private solutions, we also have to remember that part of all of these Everybody in the session agreed with two things is about the public good. It was taxpayers' that were said yesterday-that cultural empow- money that got things into our museums and erment is now going to be a prerequisite for they built all these things. And so partly, we've economic empowerment and that the old devel- got to find a solution between all of these. This opment model, which is antidiversity, is not go- does not summarize all the wonderful things that ing to work in the new environment. However, were said in my section and I apologize that I these two statements fall down in front of the didn't get it all in. This is an intuitive sense of day-to-day work that the international business some of the main lines. associations have to do with their business mem- bers. Why do they fall down? They fall down slightly because they still rely on a form of rheto- ric that the business community has not yet be- come fully comfortable with. A lot of our session was spent trying to move away from the important rhetoric, that is moti- vating and encouraging, and move toward a set of simple, easily defined models that the busi- ness community in general can believe in and can work with. What we're talking about in fact is an intellectual framework for business sector support for cultural development. The role of the World Bank, UNESCO, and multilateral agencies is absolutely essential in the development of such an intellectual framework. What could that intel- lectual framework cover? We have attempted to define one or two of these areas that we think should be looked at more closely in the future. Four kinds of intellectual arguments need to be defined for the business world. The first one is the development-led model. What is the role of art and culture in development questions that are currently facing the developing world? A lot of the people in this room will have examples of where cultural projects have contributed directly to development goals. But there is not as yet a clear series of examples and language that we can bring to the business community to say, "look, we can actually prove that art and culture, even inside the most poverty-stricken environ- ment, have a relevance". We saw today in our session examples of the market theater labora- tory in Johannesburg, dealing with health issues. We need to be able to define a simple straight- forward development-led model for culture that we can be convincing with the business society. The second argument we need moves on from that. We need to start developing some arguments 134 Culture Counts for the cohesive civil society model. Inside this now accept and understand. But there is still not room, and among policymakers in the area, the an immediate gut reaction to the term, cultural civil society is an understood and accepted term. diversity. The reason why it is useful to have that Within the business community, civil society is gut reaction is because the business community still somewhat of a new term. The parameters of reacts quickly. If you don't get the message that activity are not fully understood. One of our across quickly, it is rare to find a business that speakers today was Nedcor Bank in South Africa. will stay with you long enough for you to de- And they said, "South Africa is engaged in nation velop your argument more fully. If we can work building. The President's trust for art and culture out clear and simple messages about culture di- is committed to the development of the intellec- versity for the business community, we will find tual and social capital of South Africa." I have to businesses that will be generally interested in say, a statement of that sophistication is relatively getting involved. rare from the business community who tend to So, what do we need now? We need case study look more immediately at short-term, bottom-line materials. The associations, whether they are returns. We do know that there are examples in working in South Africa or they are working in the cultural world of the relationship between arts Lebanon or in Central and Eastern Europe, are at and culture at the civil society. We need to extract the moment working inside one conception some of them and present them in language that is about culture. And we needed many examples as meaningful for the business community. So, we possible of art and culture within the develop- have a development-led model; we have a civil so- ment-led model. If we can have those examples, ciety model. if we can start turning the picture around a little Finally, we came to something which we are bit so we can represent the models to the busi- relatively comfortable-the market-led model. ness community, I think that the business com- Of course, we need to be able to say to major cor- munity will learn with us and we will learn a porations that there is a short-term marketing in- new language. Who is going to provide case terest in you supporting the arts. And that of studies? Who is going to bring together the play- course is the element of art and culture with ers that have the experience? which most of us in western Europe are reason- To this we come back to the issue of organiza- ably comfortable. It's the possibility of "sponsor- tions like the World Bank and UNESCO. The ship" and it is really the only word that we can business community actually reacts well to a pol- use. We have to be able to say that sponsorship of icy led by genuinely multilateral organizations. the arts is a narrow vision of the role of culture The World Bank and these multilateral agencies within the developmental framework. And if we are working on this issue. At the time those en- can get business to work back from the begin- dorsements, and it is not simply an endorsement ning, development-led civil society, then, the op- at an intellectual level, it is an endorsement at the portunities for market-led support for art and practical level of meeting people, talking about culture will come through. the work they are working, and putting that in- It used to be said that the trader came out of formation into an easy, digestible form the gunboat. Increasingly, the trader now comes We came out with one little proposal at the out as a dancer or the actor. And culture diplo- end. We are going to try and identify four or five macy should not be ignored also to the degree projects, and write up case study material where that it brings out forms of cultural expression we see cultural-led development. We are going and to contact with cultural expression from the to try and see if we could turn those projects developing world. around so that they have short-, medium-, and The fourth argument we need is the most com- long-term interest of the business community. plicated. And it is the argument of the knowl- edge economy and society. We need to say to business "think what you are losing". Think what we are losing when we lose cultural diver- sity. The difficulty is that over the past 20 years, the environmental sector has developed terms and language, such as biodiversity, which people Session VII. 135 Sara Meneses, Information Solutions Group will start two new Director, Office of Cultural Affairs projects in collaboration with the Environmen- Organization of American States tally and Socially Sustainable Development Unit for Latin America and the World Bank Institute. ARCHIVES AND SUSTAINABLE DEVELOPMENT These will include the participation of partners (GROUP 16) such as National Archives in client countries, the Organization of American States, ICA, ICCROM, Several points arise from the discussions held to- and IRMT. The first project, related to the open- day that address the important relationship ex- ing of the Archives of the Bank to the public, is ti- isting between archives and development, and tled "Archives of Development." The objective of their inherent and vital link with topics such as 1) this project is to use the Internet to link the cata- defense of human rights, 2) defense of citizens' logue of the Bank archives with a number of de- rights, 3) better governance, 4) fight against cor- velopment organizations and member countries, ruption, 5) transparency and accountability, and and, therefore, provide seamless global access to 6) reinforcement of national identity. In our dis- their own staff, their clients and partners, as well cussions, emphasis was placed on taking into ac- as the public at large. The second project- count the need to preserve archives as an integral "Learning Program on Archives and Records part of our cultural.heritage and identity, and to Management in Culture and Development"-is make them at the same time accessible to the a pilot program for Latin America with the pur- community to bring them alive and make them pose of raising awareness and building capacity tangible. in two closely related areas: archives preserva- Knowing the location of the documents, the tion and records management. It will focus on conditions they are in order to be able to restore the implications of good management of ar- and preserve these valuable historical records as chives and records for economic and social de- well as to make them accessible are some of the velopment: the preservahon of cultural heritage main challenges facing us today. Obtaining posi- and the protection of citizens' rights on the one tive results in these areas may lead to an increase hand, and increased transparency, accountabil- in cultural tourism, development of cultural enter- ity and good governance on the other. In es- prise and the promotion of our cultural heritage. sne all the aorementione ingredIn e In essence, when we talk about archives, we part of the fundamentals of democracy. This must reflect on the idea that it is "worthy to pre- project will be carried out through the World serve the past for the future," but we must also be p wite de learnig mde and aware that "time is our cruelest enemy.' Bank web sote, dlstance lear.ng modules and Several specific topics addressing advances in other materialst the areas of preservation and accessibility were worked and will continue to work in partnership highlighted and discussed: 1) recognition was made of the efforts underway in the World Bank with the World Bank and other organizations in and the Organization of American States (OAS) preparing the human capital for archive work. In to create a forum for international dialogue and this sense we are prepared to continue a tradition they were urged to continue this course of action, that began when Professor Tanodi, of Argentina, 2) emphasis was placed on the important contri- as the head of the Inter-American Center of Ar- butions that foundations, entities and organiza- chivists funded by the OAS, trained most of the tions are making in the fields of preservation, modern-day archivist in Latin America. The conservation and dissemination of archives and World Bank and the Office of Cultural Affairs of documents, as well as on the importance of con- the Organization of American States, have been tinuing in this line of action, and 3) particular organizing national round tables on archives in emphasis was made concerning the role that Argentina, Colombia, Brazil and Uruguay. These governments and the civil society must play in round tables address, inter alia, the needs assess- this process, in particular, in the training of hu- ment developed through the studies undertaken man resources and the incorporation and updat- by the Fundaci6n Hist6rica Tavera in most of the ing of technology. countries in Latin America. The OAS has also In order to further advance the subject of the supported and financed specific projects in the role of archives in development, the World Bank field of archive development, which include the 136 Culture Counts following: the translation into Spanish of docu- Jillian Yambura mentation and training modules developed by African Publishers'Network the International Records Management Trust for Harare, Zimbabwe the International Council of Archives, that will improve the management of archives and docu- ments, scholarships and internships for archi- SORTN CULTURAL ETRP FOR vists and training courses led by ICCROM in LOCAL DEVELOPMENT (GROUP 15) scientific techniques for the preservation of ar- We looked at some of the challenges facing the chives. Archive project proposals are presently cultural industry in Africa primarily. And some under review at the OAS as part of the modest of the things we thought that we are facing have funding that the OAS has available at this junc- to do with our search for cultural stewardship. ture in time. We would like to see ourselves having more con- Other important program developments in fidence in our cultures and having a change of at- this field at the international level merited spe- titude toward what is culturally ours. We also felt cific mention, including those carried out by the the need to seek recognition for our culture and to Government of Spain called Development of have them valued properly. We felt that culture Ibero-American Archives, by ICCROM, Fun- should not be defined or compartmentalized. daci6n Hist6rica Tavera, the Italo-Latin Ameri- Culture was defined at some point as being the to- can Institute, the Open Society Archives. tality of our being. We felt that we are challenged We can conclude that the goals of strengthen- by the choices we have to make, the choices be- ing the preservation, enhancement and accessi- tween culture expanding in rural areas and the bility of archives, as well as their incorporation as urban areas, and between the choice for economic an important element of development, cannot be benefit and profit as opposed to cultural practices achieved without the partnership of dedicated that may fulfill our cultural aspirations. people working in institutions, governments, na- We also identified the need for continuity and tional entities, and international and regional or- synergy, continuity between generations, the past ganizations, the civil society, and the private and the present. And we felt that the people in Af- sector. It is encouraging to take note that in the rica could benefit from a great synergy where proceedings of the Working Group, some institu- they are found all over the globe. We see that this tions and foundations have already offered their has been very important for our self-expression support. If we have created amongst ourselves and for our finding a voice in the global arena. an awareness of the role of the importance of ar- And in this way, we can appreciate our own chives for the future of humankind, then we uniqueness starting at home and starting also at a reached, at least in a small part our goal." global workplace. And also in this way, we could For further information and to receive the pro- also see a shift in balance of power between the ceedings of the Working Group and the Address south and the north. So far, we see today increas- Book of the participants, please contact Elisa Lib- ing migration of peoples of the south to the north. eratori-Prati, Project Officer, Archives and We would like to see a concentration more of our- Sustainable Development Program, Information selves in the south, working on our own cultures. Solutions Group, Information and Knowledge We felt that there was a challenge in the cur- Sharing Services, The World Bank, 1818 H Street, rent situation where our policy shift on African NW, Washington DC, 20433, USA, tel. (202) 458- culture and African history, is currently claimed 1552, fax (202) 522-3263, eliberatoriprati@world- not by Africans. We felt that this is a big chal- bank.org lenge that we need to address and we saw the need to globalize what is local to African culture and also localize what is global in our culture. We did see that there is need to structure the intellectual authority within Africa and abroad that is addressing African culture and the need for visionary thinking in African culture. And we do see a burning need for institutions that can sustain and give voice and effect to our cultures at home and abroad. Session VII. 137 Some of the endemic problems faced by cul- velopment. We saw this as long term, but train- ture and sustainable development were identi- ing should not be taken as an immediate panacea. fied as the following. We currently lack a We looked too at the need for strategy to inte- theoretical framework to address culture. We grate other disciplines in culture, and one example have no quantitative indicators to valuate culture. that was given is engineering principles and how We are challenged by the overused cliches that they can be used in new studies on culture. We felt we heard before. We need and seek new defini- the need for new platforms for our voices to be tions for donor-recipient relationships. We would heard. And this could be found in new cultural like to know how good governance is defined and markets and in the revival of old festivals. We saw by whom. And what is development and who has the need also for pluralism. We need to explore al- defined this development? Is there space for new ternatives on the continent in response to our con- definitions of these? We also saw that defining text and not to always absorb the prototypes that terms like poverty, for instance, depend on con- are used all over the world, and may be culturally text. Poverty can be material poverty, economic inappropriate. poverty, but we are aware of other forms of pov- We reemphasized the need for partnerships, erty-the ritual poverty, lack of humaneness and for the need for networking, for information shar- understanding, and lack of tolerance. ing, for expertise sharing, and for the reinforce- We also saw a risk in too much commoditiza- ment of friendships. We felt the need for new tion of culture and the phenomenon of aesthetic innovations, such as the introduction of reggae beauty being sacrificed for mass production. We studies in the Caribbean and many types of cul- recall the problems faced at home on the conti- ture tourism that are being explored. We reem- nent of political authoritarianism. We identified phasized the need for research on cultural culture dependency as a big problem. We also entrepreneurship, and ways of turning our com- looked at economic deprivation as taking away parative advantage to competitive advantage. our creativity. We felt that we are challenged by We felt the need to research and find mechanisms development agenda, which is driven by market to protect the integrity of our culture while com- fundamentals. We feel that the government, the mercializing it, and the need to find framework private sector, and civil society are now over- mercial it,oant nd to ramerk whelmed by the economic pursuits and sacrifice fo c al desvelopmenta tual leade cutr in thi way We had suggested projects that have to do Werecognized thebarriersthatwecontinueto with funds for cultural projects, new types of fe-rrizer of langaer, of geogrph, .of io texts that are coauthored and copublished for the face-barriers of language, Of geography, of iso- prmto fsm forArcnlnugsa lation-and feel that there is a need to redefine promotion of some of our African languages as our spaces and our partnerships. We also com- lengua franca to brin do the barriers, for cre- pared notes and felt that, if in Africa the arts were ative use of the media to raise awareness of cul- given support by government, we perhaps ture among policymakers, professionals and the would not be here today discussing the commer- public. We reemphasized the need for collective cialization of our culture. We recalled that arts responsibility, collective liberation, and collec- are given public support in the north, but this is tive destiny, and collective dialogue and net- not the situation in the south. working as a way of addressing the challenges The solutions that we identified as addressing we face in our cultures. these problems included the real need to docu- Finally, there were some recommendations ment successful case studies of how culture can made with recognition of the World Bank's new be the ends and means to successful projects. We interest in culture, including making a percent- probably need to document all traditions and age of the loans given to developing countries for those that are disappearing knowledge and the benefit of cultural projects. There is a need for know-how. We also felt the need to develop in- the Bank to develop some cultural impact assess- ventories of coordinating bodies and databases ment indices and to promote learning and sup- of cultural access. We looked how training is a so- port to innovation in cultural theory and lution to some of the problems faced. And here practice. This includes support to cultural insti- we felt that the need is not just for any ordinary tutions themselves, support to human and ca- type of training, but training that starts by valu- pacity building, and less of an emphasis on ating what is cultural, what is spiritual. This content and product and more of an emphasis on leads to technical skills and notably to market de- new thinking and on new knowledge generation. 138 Culture Counts Touring Club of Italy nected. Therefore, a high degree of institutional building and coordination between the actors is CULTURAL TOURISM AND DEVELOPMENT needed. Also we all agreed with the point that in (GROUP 17) cultural tourism project we should not look only at the physical side but also at the living culture The group essentially focused on three points: because very often, it can enrich and produce What is the nature of cultural tourism and how more value than physical involvement. this can be turned into a development factor and Finally, we looked briefly into the new charter community development? How to link cultural of ICOMOS which will be discussed in Mexico tourism to heritage conservation and preserva- two weeks from now. Most of the principles and tion? And how to use cultural tourism as a tool the ideas that we discussed are reflected in this for development? We engaged in writing a note charter which has been under preparation for that will be transmitted to the Bank shortly. over two years. I think that the charter will repre- We tried to do this difficult journey by looking sent the spirit of many parts of this conference. If at case studies. We analyzed the World Bank you find the time to read it, you will find the in- project in Tunisia, which is a project for globaliza- teresting and new ideas that reflect sustainable tion of historic site and which has an interesting development and local community involvement. characteristic of trying to diffuse to an extent that that territorial area benefited usually are concen- trated only on the superstars of cultural tourism. Then we looked into Bolivia, the archaeological project of Inter American Development Bank. Again, a project that was originally thought just for the development of the archaeological site and was turning into an integrated social devel- opment project, an interesting transition of the project-making process. We looked at another World Bank project, a cultural heritage compo- nent of the infrastructure project for Bali, which is probably the most comprehensive and far-look- ing project that the World Bank has launched so far and a complex interaction with local society. We had a short view of what the Bank is doing in the Eastern Europe and Central Asia region. And then we finally looked into some Italian case studies, especially small centers and their devel- opment strategies. These were not Bank projects. We agreed on the following points. Cultural tourism can be an important tool for develop- ment but could be also a disruptive force. The market forces that are behind cultural tourism are very powerful and they could be very nega- tive for many places in the world. Regarding the link of cultural tourism project with the local community, it has been said that it won't be a re- ality if you don't create connection with the local community. You don't create value, you don't create employment, you don't create economic benefits. Another point is to generate projects that integrate cultural tourism targets with social and infrastructure targets. Very often, a road or a social organization can be used for both and will be much more productive for both if it is con- Session VII. 139 Carlos Fitzgerald CATHEDRALS FOR ENVIRONMENT: FINANCING Republic of Panama CULTURE AND NATURE FOR GENERATION TO COME (GROUP 2) SHARING THE WEALTH: IMPROVED Our group dealt with values and with systems. SUSTAINABILITY THROUGH INTEGRATED We had a strange title, "Cathedrals for Environ- CONSERVATION PLANNING (GROUP 6) ment," and this was a value part. Maybe some of In our session, we discussed the efforts of the you were at the cathedral visit here in Florence. World Monument Fund, together with the pri- What people in the Middle Ages did was invest vate sector, specifically the partnership with the in cathedrals in this part of the world or, in most American Express Company, to support the con- cases, other great endeavors of the time in other servation of cultural heritage sites in danger. parts of the world. They built forl60 years in Flo- We presented two case studies of endangered rence, 500 years in Cologne. People built genera- world heritage sites-first, the cultural land- tion after generation, century after century, scape of Cinquaterre National Park in Liguria, something that they knew was important for the Italia, and the Spanish colonial forts of San collection of the future, for the people of the fu- Lorenzo and Portobello in the Caribbean coast of ture. Although they invested their lifetime's Panama, Central America. The idea was to ex- work or some of their tax money as in Florence, plore the possibility of generating a novel of ac- that would not be the end of it. tions to be implemented in sites for natural and Why do we say Cathedrals for Environment? cultural resources which are intertwined. Both Because the ritual linkage is essential to see as a cases occur in rather different social, political, nexus between culture and environment, and in and economic contexts. One, it is a first world fact, culture and development. If we could just "European" rural area-the Cinquaterre land- get a bit of this spirit back that we think in a time- scape-and the other, a marginal zone rapidly frame-not of your next administration of four being incorporated into the mainstream of a de- years, in case you are elected-of 100 or 200 years. veloping country, that is the Panamanian forts. And we try to contribute to that, then we believe Yet, in both instances, we found that the social the sustainability could become more real. actors are key to conservation. There is an urgent Now, who was in the room with this task need to research and recover traditional ways of force? People who can make a difference in terms life and traditional modes of production in order of the kind of institutions which they represent. to ensure that conservation continues. We have those who work in multilateral or bilat- Thus, the overlap between national and cul- eral development agencies, those who represent tural conservation issues need to be articulated the civil society organizations and foundations, through the participation of local populations and of course, of those who represent knowledge. within a dynamic cultural scape and a changing Now, after this fit of values which is our point and ever-challenging economic realities. Control departure, of mass tourism and the utilization of analytical of.we aid whatd we a to tools, like geographical information systems, ap- acie? culend envinmnfe a very pear to be complements to the emergency-first special challenge withai the overall develop- aid actions that are necessary to mitigate the rapid ment challenge. And that is the challenge of ex- deterioration of cultural and natural landscapes. tmnction. We deal with values, whether it is a building, its cultural tradition, or its biodiversity, with the thinking that if they go extinct, they are just dead and you will never, ever get them back again. And then we looked at what the price against the extinction requires? Foremost, it re- quires a sustained effort. While we are extremely grateful for all the advances which have been made in the last decade, there is legislation for the environment and for culture and many of us have designed environmental projects or imple- mented them, the project is not the full answer. The project is just the beginning of the answer. 140 Culture Counts Because after the project, after the law, there is a of work. In fact, some of us began in previous need to sustain efforts over the long term. The meetings over the last year. So this is a bit like a stress doesn't go away by one project; it goes big step for which we will have a still untitled task away if you stay alert, if you have a permanent, force. Somebody suggested that we begin to talk sustained function of guardianship. So we about the year 3000. So we get the cathedral men- asked, do we have this right now? And we said tality a bit into our mindset. What we will do over no, very often you have a project and after that, the next two months is look at opportunities for you see some backsliding or things just lapsed, capturing systemic revenue flows for 10-year and then after a while, you pick the bricks up flows of funds for the future of culture and envi- and you build it again. This is not a good way to ronment. We will look for ways of cooperative ap- keep things from going extinct. plication, transparent systems of institutions that Then we went to the theme of finance, because will get together and guard the good performance that was the subtitle of our group-the quest for because they have a collective interest to remain sustainable finance. How could we get beyond creditworthy. We will look at ways in which the project finance to more sustained finance? And funds, which might become available, will not go we said, there seems to be many smart ideas. In to yet another project cycle but primarily to a cap- fact already in application sometimes locally, italization of organizations on the ground. Those people contribute on a continuous basis to a will be largely civil society organizations, but not cause; or nationally like the famous British lot- necessarily so; in a way you don't ask the color of tery that generates revenue continuously as a the cats as long as the cats use the cultural or en- sort of expectable stream of financial flow to sup- vironmental mouse. What you want to do is to port culture. Or we could think about some new empower, make stronger not just by way of train- global finance schemes whereby every credit ing, but by way of capital endowment. card transaction and every airline ticket opera- The civil society organizations are out there. tion has just a cent or few cents surcharge. With There are some 5,000 such organizations and this revenue, culture would gain support and they have been counted by name in South Amer- none of us (consumers or users of the card or of ica alone. There is a richness out there that needs the airline) would even feel it. So, there may be to be captured. And if it is all work, you might an opportunity today, especially also with all the hear from our task force again, because we technology that is around, to generate new types would then like to go on to promoting some of finance sources and streams of finance. promising looking options and in fact to promote Of course, to make this attractive to anyone, some pilot operations next year. you would also have to become quite explicit if you generated new funds, be they local, national, or global, for culture and environment, how would they be used and distributed? Our group considered a much lighter system, not the heavy, centralized fund-giving system; but a more coop- erative system-Grameen-type system-not given on an individual group basis but on the in- stitutional basis. This is something we want to look in more and we all stressed that we want to do it in a region-specific way because there are different solutions available in different culture environment. And if you want to get sustainable finance for culture and environment, you have to be region-specific at least to a large extent. Of course, you don't solve a topic like this in a day. We knew that when we started. And this is why in the outline of our working group, we al- ready said that we want to create something like a task force. This will just be the beginning of a bit Session VII. 141 Eduard Delgado they impact on economy, on employment, on so- INTERARTS cial cohesiveness, and on development. And one Barcelona of the guiding lines or inspirations for the work- shop was to at least consider whether we need GROWTH AND CULTURE IN URBAN AND this new paradigm where there can be a real bot- REGIONAL PROXIMrrY (GROUP 13) tom up consideration of what local cultural de- velopment means. The program has tried to deal with getting around So the workshop started going through a some of the topics which in the last 10 to 15 years, number of topics which most of you already had dominated thinking regarding culture and lo- know: The local sphere as the immediate public cal development. That's why in the beginning, we sphere of citizens and cultural relations; how it discussed matters concerning the globalization conditions the development climate in a particu- impact on those reflections and we had the chance lar society; how TV, radio, and the media are part to meet an important scholar from Bogota, Profes- of the public sphere; and established depart- sor Armando Silva, an expert on what he calls ur- ments whereby global cultures interact with each ban imaginaries. We've also been dealing with other. Also, we have been considering how local some of the strategies for urban and regional cul- cultures, as it has been repeated, need raw mate- tural development policies and we have the help rial for the world cultural industries. and very brilliant speech by Ellio Satti from the The work has also dwelt on the importance of Cultural Heritage Department here from the Tus- introducing cultural criteria toward thinking on cany region. Then, we dealt with some other mat- development in general, which seems to be in a ters on a more workshop like style. The workshop, first of all, welcomed the strat- turming point at the end of the century. There is Thegypape orhpafre jointly b eScom ad the str- particular attention placed on the cities, not so egovpapernmrentrofjta nthe pe iNESClud d the r much as individual units, but as an active network Goverrnment of Italy. The paper include the right in the economic and the olitical social and cul principles according to the workshop. It seems the Thenomic and he dealt with cul- the paper as such does not refer specifically to tural field. The work also has dealt with cultural cultural development in the local and regional rights as applied to the local sphere, to the cities spheres. The workshop has been adding a few and regions; and the role of memory and heritage, notes which we hope will be included in the fu- how the local memory does not always coincide ture revision of this paper. with the ethics of national or international mem- I must say that the workshop at one point con- ory. Cities are no longer monocultural and the ex- sidered suggesting that this conference should perience of urban diversity is at the core of new not have been called "Culture Counts", but "Cul- patterns of participation and configuration of cit- ture Pays". But after hearing Mr. Wolfensohn, I ies in the future. The structure of cities has also perhaps would rename the conference, "Culture been examined from the urban planning view- Breathes," because it is true that if it is so natural, point. There is sometimes difficulty in telling the culture should be included in this natural act of difference between cities and neighborhoods, cit- breathing for all of us and for the World Bank. ies and metropolis, cities and regions. Also, there There was, as I said, an idea of getting beyond has been a strong emphasis on this local environ- the topics which have presided over the perfec- ment as a laboratory for the future in all aspects, tion on urban and regional development, espe- including culture and, of course, the guiding in- cially on urban development, urban regeneration, spiration for socializing results in society. city development, and culture. After 15 years of So, having done this which most of you are fa- thinking and talking about that, we realized that miliar with, how are we planning new ways of some of the expectations have not been quite ful- looking at the problem? First of all, it is clear that filled, and that perhaps we should revise the in terms of recommendations, the workshop whole theory. There is clearly a need for a new clearly states that the cultural criteria should be way of understanding, or a new paradigm for the really included in any developmental policies. value and impact of local cultures. Local is not So, again, congratulations on the work by the necessarily a small global, it is not necessarily a World Bank. Second, establish culture-oriented small national. There is a clear difference in the programs on the agenda of interlocal and interre- essence of local relations in culture and the way gional authorities. A few months ago, there was 142 Culture Counts a meeting of the International Union of Local Au- gional cultural policies is something which de- thorities (IULA). Over 4,000 people met and the serves this project of action and research effort program lasted for three days, but there was not which the workshop suggests. We would like a single item on culture. also that UNESCO and the World Bank support Also, empowering local authorities all over a conference of mid-term and the final term of the world to tackle culture and development the project so that the topic of cultural connected- problems which can only be solved on the basis ness and local development can be an element of of experience and expertise which can be found synthesis of the efforts that should be made to at local level-empowering local authorities and find the new paradigm for the relationship be- local civil society. Also, among the recommenda- tween local development and culture. tions is to foster programs geared toward inno- vative local and regional policies not only those which deal with heritage and tourism. Also, there was a suggestion to start a new ad- vocacy process by which society and international players, such as UNESCO and the World Bank, can appreciate the need to focus on the local level where culture and society are indistinguishable. Before discourse on sponsorship, business in- terest in the arts and communications skills for arts and media lose some of their steam, it is time to fo- cus again on the experience of local communities. This should be seen in the programs of intergov- ernmental organizations dealing with culture. The conclusion of the workshop is that associating lo- cal cultural development to the capacity of urban and regional communities to establish cooperation leagues with patterns; that is to say problems are identified and solutions should be found, to em- power local authorities to be more autonomous in establishing direct connectedness with other local authorities in these projects all over the world. Very often local authorities could do much better if they only could recognize in themselves the ca- pacity to establish connections worldwide. So there was particular proposal concerning the following. The workshop proposes an actual research project (which UNESCO has already es- tablished in the context of favorable decision but which need many more partners) which looks at the creation of a tool kit for urban and regional communities to exercise their local autonomy in the cultural development and cooperation-that is to say, how do local cultural projects link to a responsibility on an area basis, establish cooper- ation links with partners all over the world? We have seen this in Africa, we have seen this in Latin America, we have seen this in the eastern Mediterranean. Local authorities in their poli- cies-if they play the capacities to the utmost of the potential they have-can establish an incred- ible step ahead for their programs and for their contribution to local development. We believe that connectedness at the level of urban and re- Session VII. 143 Mounir Bouchenaki cussed: the evaluation of the actual risk, damage, Division of Cultural Heritage and the decay, etc. for the tangible and for the intangible World Heritage Center, UNESCO values of the architectural heritage. The question of the intercultural value was also STRATEGIES AND GUIDELINES FOR stressed and the social aspects were discussed at ARCHITECTURAL HERITAGE: TECHNICAL AND length: Why we conserve, for whom we conserve. FINANCIAL ASPECTS (GROUP 14) The participation of the community was men- It is always difficult to speak at the end of such an tioned as an important topic, and finally in the important gathering and I think that the topic evaluation process, the financial, and the economic which was the subject of our working group can aspects and study of the cost-benefit of the project. be placed under urban cities, under envirounment, In order to develop the strategy, we have to be pace undruran itie, uderenvionmntttake into account the quality of life, the values under cultural tourism, and many of the very im- t i portant ideas that have been already developed, which are changing, the diversity of the heritage, WhatI wold ike o sy isthatthi woring the diversity of the context. And it was suggested What I would like to say is that this workmig that each country should develop this process by group has been placed under the chairmanship of itself using the criteria for evaluation of risk and the Council of Europe, ICOMOS, and UNESCO, alsonth e vario a whc arintrisi tth and it was attended by a large number of experts architectural heritage. In any case this will be who made a very important contribution based also useful because it will stimulate a national on the analysis of a working document prepared debate. by our colleague, Professor Croci. Some partici- Ate. pants also presented in writing their contribu- Andnother point was the international support tion, and I would like to mention the contribution and how it can develop. It can develop by provid- made by Mr. Luxen, General-Secretary of ICO- ing the guidelines through experiences accumu- MOS; Jose Maria Baluester, Director of the De- lated and also by training using the traditional pMOSt Jof Culturia Heritger Dinect the Councf- knowledge also as one component of the train- partment of Cultural Heritage in the counc" l of ing. In order to go into the field, to present and Ourope, who presented the campaign MEurope: prepare experimental project with a multidisci- Pur Common Heritage;a Mr. Luciano Marchetti; plinary theme and cooperation between the ex- Professor Francesco Gurrieri; Mr. Carlo Blasi; perts coming from abroad and the local experts. Mr. Solar from the Getty Foundation; and Profes- What is the position of the international insti- sor Wensel. tutions like the World Bank, the Inter-American All these colleagues presented in writing their Development Bank, and all the financial institu- comments for the document which was prepared tions? The financing of projects in various coun- by Mr. Croci. That means at the end of this semi- tries should have priorities and criteria for nar, we are having quite an important number of evaluation and be established jointly with pro- papers that should now be collected and sythe- gram also of maintenance. sized. We have also the pleasure to have in our Finally, concerning the guidelines, discussion working group Mr. Crespo-Toral, Assistant Di- focused also on the methodologies to individuate rector General for Culture of UNESCO who is the building sites among other interventions, as also an architect conservator. well as the methodology to intervene on specific This meeting took note also of a very impor- building. But all these aspects cannot be built tant document called "Recommendation for the properly if we don't have the basement which is Analysis, Conservation, and Structural Restora- the legal framework. This is very briefly the main tion of Architectural Heritage." And it was points which have been developed and they will agreed at the end that a consolidated document be consolidated, as I said, in a written paper. They be presented to the international financing insti- will constitute a document to be submitted to the tutions such as the World Bank, the govern- World Bank and to the other financial institutions. ments, and also the private donors in order to discuss the strategy. And the strategy has been discussed at length in order to individuate the priority maps of intervention, including of course the preventive measures. In order to ful- fill this task, the following points have been dis- 144 Culture Counts Sultan Mohaissen Richard Hodges Director General of Antiquities in Syria Scientific Advisor The Butrint Foundation ITALIAN BILATERAL COOPERATION (GRouP 1) Discussion at this workshop was concentrated FINANCING CULTURAL SITE MANAGEMENT on the political and economic actions in develop- (GROUP 12) ing countries that were carried out by the general This Thematic Working Group was sponsored directorate for development cooperation, Minis- by the World Bank's Culture and Sustainable De- try of Foreign Affairs of Italy. velopment Program. It follows a workshop on This has shown that Italy has certainly en- Cultural Site Management convened at the Bank hanced and spread sensitivity towards problems in April of this year. Financing sustainable cul- regarding the safeguards of cultural heritage. In tural site management is a challenge world-wide. fact, around 60 projects have been affected. These Major cultural sites are threatened by many fac- projects aimed to enhance the awareness of the tors, including inadequate provisions and re- importance and weight of cultural property or sources for management. resources in a more economic sense; and to fos- The question considered in the Working ter, directly or indirectly, peace process among Group was: what can be done to enhance reve- different ethnic groups and countries at war. nue and strengthen financial management capac- The purpose of this workshop session showed ity as essential elements in cultural site that we have to stress and emphasize once again conservation and use? Two words-cost recov- the importance of this Italian participation. With ery-mentioned at the beginning of the session in this Italian cooperation with developing coun- relation to investment in cultural heritage, tries, I think the aims which have been achieved served as a theme for the day's presentations, and will be achieved can be summarized as fol- thought and discussion. lows: To introduce some guidelines that will help There are two issues: management and re- to regulate the ratio between a system of supply sources. On management, there was a very thor- and demand of the future. It is a delicate task ough, persuasive paper given by the director of how to respect the past and how to respond for strategic business services at Parks Canada, that the actual needs of today and the future. The World Bank and national governments should To demonstrate also the main inter-locators of take seriously. This paper outlined the strategic the Italian cooperation system. In fact all of us thinking that Parks Canada has done regarding noticed that much has been done in many fields, the conservation and management of their cultural but also we agreed very dearly that more is to be heritage, using business practices, systems of ac- undertaken. The heritage of the developing countability and community consultation. We country is really threatened by many factors. We then looked at the site management model created agreed together that we will go in a concrete ac- for Angkor in Cambodia, with an integrated ap- tion, in concrete steps towards more intensive proach that links the ancient cultural resources and programs of cooperation in the field of excava- the contemporary human and natural environ- tion, restoration, formation to save the cultural ment of the Siem Reap region. heritage of the developing country, which is our A paper presented by the Deputy Director of precious cultural heritage, which is the heritage the World Heritage Center at UNESCO cau- of the whole humanity. tioned that intensive use and high rates of return from a heritage site may result in the diminished value and life of a site and curtailment of its long- term economic value. The equation emphasizes the relationship between management, conser- vation and continuing benefit. There is a lot to think about in this simple equation. As an example of new revenue sources from heritage sites, sources that are potentially rich and avoid the strain of physical use, we had a presentation on new developments in the elec- Session VII. 145 tronic media, enabling virtual visits to sites and Charles Landry, Comedia the marketing of information or site-derived ed- United Kingdom ucational materials and products. In this regard, it is essential to secure necessary intellectual CULTURAL POLICY AND SUSTAINABLE property rights so as to capture revenue for recy- DEVELOPMENT, A NEW PARTNERSHIP (GROUP 9) cling into site management and conservation. Irn a discussion of revenues from actual site visitors, I first want to talk about the seminar hosted yes- we looked at a case study and analysis of fees for terday by the Canadian Heritage Department museums and heritage sites in Turkey, and dis- and the Council of Europe which was essentially cussed the possibilities of dual pricing for foreign about what cultural policy will be like in the 21st and national visitors, as exists at Petra in Jordan. century. The key focus was on the role of the Angkor provides a clear case study of man- public-private sectors. Now, that might seem agement by an independent agency with post- slightly boring, but given that there were about colonial methodology at a major World Heritage 120 people in the room, the discussion was rich Site. Clearly, many sites are being re-assessed, with examples of different techniques and ways both in regard to their size and to their place in of supporting culture. the larger human and natural spheres in which We concluded on three things: first, we they exist. Our understanding of "a heritage site" needed to make an assessment of the landscape is undergoing considerable change, with atten- of laws and regulations and incentives that ex- dant implications for management. The presen- ists, cascading from the international down- tation by the director of the vast and complex site wards to see whether, on the basis of an of Angkor, effectively illustrated the dimensions assessment, whether actually we feel they're of the challenge. supporting and encouraging cultural develop- Discussion and debate were animated by one ment. Second, to review the possible rules and particular point: a model for strategic site man- incentives in new forms of finance that either ex- agement and conservation. Should it derive ists in various places or we know could exist in from the Anglo-Saxon concept of strategic devel- parallel areas; and in a sense, to draw conclu- opment, or by what was described as the conti- sions and come up with options and pros and nental European model? The main issue is cons of different forms of incentives and rules. accountability. It was thought that in many And third, to summarize these interesting and countries, ministries might not be uniformly pre- good practices in a clear, simply written form- pared to serve as overseers of accountability in let's call it a toolkit-that clarifies the fog that heritage site management. normally ha what clarinks abog the The conclusions were, first, that institution five ways hap pens when one thinks about the building is essential for improved cultural heri- of running a museum, the six ways of tage site management and conservation. Institu running a sponsorship organization and so on tion building at the site level is important too, in Those were the three things we thought we terms of developing strategies, devolving initia- should do. tives as well as for creativity and accountability. And, fortunately, there were a number of inter- Secondly, there is a need to measure and define national regional and world organizations that culture resources scientifically. Research and agreed to take this forward in a number of ways: conservation capacity are indeed as fundamental UNESCO, the World Bank, the Council of Europe. for maintaining cultural resources as are good And the Council of Europe is willing to take an management practices. The final question was: initial lead to join forces with the partners in order can responsible cultural heritage conservation to take this forward, to actually produce some- and management be done with the so-called de- thing that's practical and useful and has a tangible mon of cost recovery? This is an issue for con- outcome. And we hope to actually deliver that tinuing and serious consideration by a broad sooner rather than later; let's say, in a year's time. spectrum of heritage professionals, investors, So there's a tangible result for everyone. management experts and public policy adminis- Today's workshop switched totally, was trators. A recommended next step, following this something different. It was hosted by the Council Working Group, is an international Internet dis- of Europe. We talked about "the art of regenera- cussion on the topic. tion initiative" which is focused in southeastern 146 Culture Counts Europe. The seven countries that have a bit of the process, we believe that the image of these problem recently, have been battling it out in one places and regions will be helped by change. Fur- way or another where culture has been a, let's thermore, the idea is to create a learning network say, negative force, and to see whether we can between these cities worthy of replication. turn that around into a positive force. And the The art of regeneration has been discussed idea is quite simple: create a series of grassroots- quite widely within the World Bank and the inspired city development strategies and visions Council of Europe. And there has already been in a series of medium-size cities in Bosnia Herze- positive feedback. There is a natural synergy be- govina, Croatia, Slovenia, Macedonia, Bulgaria, tween the two organizations, ironically. Council Romania, Albania and Kosovo. And, fortunately, of Europe is a bit smaller, but it does things that the ministers from practically each of those coun- the Bank can't do. It has money for preparation. tries-seven ministers of culture-were part of It has money for exploring ideas. It has money the working group. And that was obviously a for the beginnings of projects. Precisely the sort key thing. of money the World Bank doesn't have to those Now the basic objective of this project is to sorts of things. The Council of Europe doesn't show that a culturally inspired approach can be a have money for implementation. And for the trigger for regeneration, by showing a respect for Bank, it's the reverse. So, there is this sort of nat- distinctiveness and uniqueness in all this history ural fit that we can see. This project can achieve and in all the complexities of that. And in that multiple outcomes. It can improve the multifac- way, contribute to economic regeneration, pov- eted value of using culture for development. So, erty alleviation, urban renewal, and social cohe- in terms of the Bank's objectives, it deals with sion. But at the heart of this project is a simple economic development and wealth creation. In thing: everything should be part of a peace-build- terms of the Council of Europe's objectives, it ing reconciliation effort. So, these cities we have deals with human rights, tolerance, diversity, chosen are all cities which have mix populations. and questions like that. And what this might mean depends on circum- The working groups concluded the following stance. In one instance it might mean simply re- with the help of our ministerial friends: First, this building a building that is symbolic for both is a potential landmark project that provides a parties. In another instance, it might mean re- real opportunity to show that cultural develop- thinking the libraries and museums program to ment in action can have an impact. Second, it will actually reflect, let's say, more about skills en- be incredibly difficult and have to be taken step hancement, more about intercultural understand- by step. It's going to be painful and that we ing or whatever. And there are lots of positive shouldn't be naive about it. But, nevertheless, examples we know from around the world- in- we've got the energy and the commitment to go cubator units in Palestine and Israel where both ahead. Third, there was an endorsement by those parties worked together; and the same in North- ministers on behalf of their govermnents to move ern Ireland. So, the key idea is joint working, be- ahead. They nominated five cities as a starting coming better off. And by becoming better off, to point. The next step is basically that the Council have better understanding of each other. of Europe goes back to its own body of 43 nations So, after these cities' potentials and opportuni- to seek endorsement next week, and then we'll ties have been identified and costs established, discuss with the Bank the final detail. So, what the key parties convene to resource these projects we hope is that the persuasive power of the ex- and provide mechanisms for tangible results. In ample become a real strategy. Session VIII. A Vision for the Future Bonnie Burnham Participants spoke of the traditionally pro- President, World Monuments Fund found relationship between the inner values of man and his shaping of the environment: man's THE PROMISE OF THE WORK IN PROGRESS: inner cosmos of beliefs as a manifestation of the A SUMMATION OVERVIEW OF THE THEMATIC natural world, and his management of the phys- WORKING GROUPS ENDEAVORS ical world as an embodiment of inner beliefs. This relationship has been destroyed in the pro- his gathering of representatives from all cess of post-war development. The need to re- T comers of the cultural world, and all cor- trieve it as the fundamental balancing factor in T ners of the earth, has been above all an op- the way we live was reiterated by many speakers. portunity for deeper reflection on the meaning of The World Bank apparently both agrees and culture itself than is usually possible at profes- disagrees with this premise. A two-year process sional gatherings. A search for a definition of what of dialogue has brought us to a point where most culture is, and its impact on people's lives at every professionals in the cultural sector agree that the stage and at every level of society, has permeated and indeed been the theme of our discussions. Worlnk thas an importan ro to plta inva- Material heritage, indigenous traditions, the suing that the key features of the cultural envi- creative process itself, a living expression of peo- ronment will be preserved throughout the ple today, the basis of an educational message, development process. The Bank's own posi- the cornerstone of society and democracy, an as- tion-initially encouraging developing countries set to attract economic activity: these are some of to present projects devoted exclusively to the the roles culture plays in society, and some of the preservation of cultural resources and their use lenses through which the group examined cul- as economic building blocks-has now been ture in its relationship to sustainable economic modified. By its current definition, the World growth. Bank will finance cultural projects when such We all know that culture has multiple forms of projects fit within the framework of its traditional value. The body social believes this, and wants areas of economic development activity and meet continuity in the expression and practice of its the Bank's normal lending criteria. Although the culture. We need to restore balance to the devel- Bank will try to be more sensitive to preserving opment process in order to assure this continuity. cultural values, it will not be proactive unless the 147 148 Culture Counts country itself prioritizes a concern for culture in A variety of sectors were represented-educa- its economic assistance strategy. tion business and the arts, archives, museums, If this position falls short of what many cul- and cultural industries-and focused their discus- tural leaders may have hoped for, the opportu- sions on their respective areas of cultural pursuit. nity to present its best face to a leading world * The education group presented a matrix for financial institution has focused the cultural sec- bringing information about culture to devel- tor on defining its own priorities in order to oping countries through institutional coopera- progress in its strategic thinking. During this tion and modem technological means. meeting, 18 groups met representing a range of o The business group talked about ways to sim- governmental and institutional players in the plify language and rhetoric in the field to en- cultural field. Their reports revealed an astonish- gage the interest of the business community. ing consensus on what needs to be done to * The museums group vowed to build a net- achieve the goal of greater harmony in the man- work to help link objects to contexts and their made world through defense of cultural values territorial origins. as an integral part of development. * The group on archives explored the funda- Three groups re-presented regional consortia: mental relationship between democracy, civil * Governmental heritage managers from south- society, transparency of government and the east Asia invited by the World Bank, heritage manifested in archival documents. * Advocates of cultural industries from Africa, They advocated a pilot project to catalog the sponsored by the Ford Foundation, and archival documents of developing countries i Ministers of culture from around the world and called on the World Bank and other simi- convened by the government of Italy to dis- lar financing institutions to provide working cuss priorities and an offering of bilateral sup- capital. port programs available through Italian * The cultural enterprises group presented a pas- funding to the World Bank and UNESCO. sionate summary of challenges facing this sec- Two working groups focused on economics and tor in Africa-the choices that have to be made the economic rationale for cultural investment: because of economic constrains on cultural de- - A group led by the World Bank affirmed the velopment. This group called for reinforce- viability of cultural investments as sustaining ment of continuity and synergy, expressed a pluralism and generating a climate for debate need to share information and build relation- that is sustainable. Culture is forward-looking ships on a regional basis, and avoid commod- and aspirational. It improves the quality of life itization while gaining access to outside and should be incorporated into the develop- expertise to build the viability of traditional ment process to perform this catalytic role. cultural industries. This group recommended studying best prac- * The tourism sector talked about expanding the tices to understand the values gained through use of cultural heritage as a development tool cultural investments. through gathering case studies, and presented * ICCROM (the International Center for the an impressive report prepared for this meet- Study of the Preservation and Restoration of ing, as well as a charter to be adopted by the Cultural Property in Rome) also chose an eco- Cultural Tourism Committee of ICOMOS at nomic theme for its discussions. It convened its meeting in Mexico later this month. an extensive group of cross-disciplinary spe- A thread running through all these sectoral cialists, both before and during this meeting, presentations was the need to document-the to explore alternative means of valuation of existence of opportunities, resources, and actual cultural assets. The ICCROM group will seek material heritage-and exchange this informa- to develop a conceptual framework to assess tion both within and between sectors. value which is linked to social development, Finally, many professional groups met to dis- not only to traditional economic definitions. cuss a means to build relationships beyond tradi- This group hopes to initiate a process to tional sectoral lines: "quantify the importance of cultural heritage * World Monuments Fund (WMF) and the to society in order to make the right decisions" World Conservation Union (IUCN) both fo- about its role in sustainable development. cused on building relationships between the Session VIII. 149 sectors of natural and cultural heritage conser- show how a culturally inspired approach can vation. The IUCN announced a task force to stimulate economic regeneration and provide explore alternate streams of financing in order a basis for peace building. Each country will to provide funds for the work of organizations nominate a multi-cultural city as a starting on the ground, and called for a sustained ef- point of the comparative study. fort, not just projects, to defend the work of or- Finally, Mr. Wolfensohn presented the World ganizations in the field. WMF convened Bank's position in making future investments in working groups to discuss integrated cultural culture. It was clear from his presentation that and natural conservation strategies at two cultural has been metabolized into the Bank's World Heritage sites-the San Lorenzo/San own culture. The Bank has announced its inten- Geronimos fortress complex in Panama, and tion, with no change of its mission, to be engaged the Cinque Terre in Italy. with the cultural sector and sensitive to local cul- * UNESCO and Interarts presented a. research tural issues as development loans are planned. project on five continents to study cultural The institution will not go as far as might have heritage in urban and rural proximity. This been hoped. But it has committed itself to a group was one of the few to emphasize the im- greater awareness of its own impact on the cul- portance of planning and action on a local tural environment. This can only be to all of our level, where cultural patterns are established. benefit. The group announced an action-research project on a worldwide basis to explore new means by which local/regional authorities can access new partnerships through culture. Their presentation underscored the under- representation of local authorities and the civil sector at this meeting. * ICOMOS and UNESCO focused a workshop an techniques to prioritize risks and opportu- nities in planning for cultural heritage conser- vation. This group concluded that each country should develop independently a tech- nique to stimulate internal debate about prior- ities, challenges, and opportunities to address these challenges. The group proposed a site visit to the Basilica of Assisi following the close of the meetings to pursue discussions on this theme. * The World Bank convened a site management workshop, which emphasized cost recovery through strategic thinking, and through the overlay of mission planning with systems of accountability at archaeological sites. The World Bank project at Petra in Jordan was cited as a prototype where entrance fees are captured to offset conservation and mainte- nance expenses. * UNESCO, the World Bank, and the Council of Europe proposed an analysis of different laws that encourage a frame of interaction between public and private sectors. This group pre- sented a program for the "Mosaic" countries of the Balkans and Central Europe, and an- nounced a project in each of these countries to 150 Culture Counts Gianfranco Facco Bonetti in culture rather than to rely on piecemeal and ad Director General, Cultural Relations hoc decisions and initiatives. All agencies and fi- Ministry for Foreign Affairs, Italy nancial institutions in the developing field should introduce a cultural perspective into their COMMENTARY ON THE UNESCO/GOVERNMENT strategies and methods. I think that what the OF ITALY PAPERN "TOWARDS NEW STRATEGIES President of the World Bank said yesterday goes FOR CULTURE IN SUSTAINABLE DEVELOPMENT" in this direction. As a corollary, cultural impact assessment should become part and parcel of the It is now my privilege to talk to you of the docu- identification, design, implementation, evalua- ment that UNESCO and the Italian Government tion of all development projects. thought would be a pity not to present to this Priorities and mechanisms with regard to the ad- conference. It is a work in progress, it is not vancement of knowledge. The practical integration something that we are putting on the table and of culture in sustainable development requires saying take it or leave it. On the contrary, we reliable, qualitative and quantitative statistical would like to provoke from you discussions, data. The international research agenda envis- suggestions, indications, and amendments. It is aged in the Stockholm Plan, for which UNESCO open to contributions from all participants to this has been asked to develop guidelines, requires conference. support both for its elaboration and for its real- I would like to sum up the highlights of this ization at national and international level. Within document, which is articulated in four parts. One such an agenda, a comprehensive research pro- is the historical introduction that I will not, of gram led by UNESCO in cooperation with the course, linger on. The second part is on princi- United Nations system agencies and national, re- ples; again, I think it doesn't deserve to take our gional, and international financial institutions time here and now. I will concentrate on parts could be launched to create hard data on the link- three and four, which are on priorities, mecha- ages between culture and development. nisms and programs. Chapter 3, priorities and mechanisms regarding The priorities concern policymaking and im- cultural life and cultural industries. When the mar- plementation that are relevant to governments, ket is the sole arbiter, quality and creative exper- NGOs, the private sector, foundations and all imentation may be compromised. Therefore, we concerned citizens. There will necessarily be dif- think it is urgent to offer creators, artists, entre- ferent levels and degrees of priorities for each set preneurs the kind of incentives that will stimu- of actors. late production, distribution, and consumption Allow me now to cite some of these so as to in domestic cultural industries. Schemes should share briefly the vision and the tone of this paper. be envisaged to ensure the new creative under- I will speak of the five chapters concerning prior- takings can access venture capital and that ven- ities and mechanisms. The first concerns overall tural capital markets understand the creative policy level, the second advancement of knowl- industries. edge, the third cultural life and cultural indus- There is a specific need also to set up mecha- tries, the fourth inter-cultural dialogue, and the nisms that can contribute to the goal of poverty last, cultural heritage-tangible and intangible. alleviation by helping traditional artists and Overall policy level. At the international level, craftspeople, particularly the most destitute. To as regards the financing of projects through create cooperative distribution mechanism be- loans, soft loans, and grants, we think it is essen- tween developing countries in order to promote tial to develop a more productive relationship the international distribution of particular cate- between UNESCO on one side and regional and gories of cultural goods, a soft loan credit line international financial institutions on the other could be opened by regional and international fi- side. There is a need on a national, as well as in- nancial institution, particularly with regard to ternational level, for permanent funding mecha- books and crafts from developing countries. nisms that make it possible to invest strategically Chapter 4, the inter-cultural dialogue. Programs designed to foster awareness of the process of in- * *The draft text of the paper which was prepared for teraction and mutual enrichment generated by this conference can be found in Appendix B. the long memory of relations between the peo- Session VIII. 151 ples and cultures of the earth should enjoy top tural resources within their communities in the priority. It is this dynamic of pluralism which context of globalization and the safeguarding of gives structure to the different forms of social cultural diversity. and cultural organization. A multi-disciplinary As part of the overall strategy that is necessary approach requires that intercultural projects for the conservation and restoration of the archi- should be designed by teams comprising histori- tectural heritage, an international program of ans, geographers, teachers, economists, sociolo- maintenance, mapping, risk analysis, conserva- gists, and science popularizers. The same tion, and monitoring is, in our opinion, urgently approach which promotes mutual knowledge of needed. In fact, the Government of Italy pro- people, their values and their creations, and their poses to launch and support such a program. tangible and intangible cultural heritage, should I come to the end of my commentary. Of be adopted for the design and implementation of course, I have touched only on some of the prior- cultural tourism projects. ities and programs of our joint document. We I come to the last, but by no means the least didn't have enough time to discuss them deeply important chapter on priorities and mechanisms, here, but this afternoon we could have an open the one concerning cultural heritage-tangible and forum in this same pavilion. As the Leaning intangible. Governments should give priority to Tower of Pisa said to the Big Ben of London, 'if identifying and promoting ways in which the you have the time, I have the inclination." conservation and adaptive reuse of historical Finally, I will share with you a thought that I monuments and site, a find fascinating. Those of you who know the Mu- pnesnseawier c seum of Natural History in New York have prob- tural assets, such as the traditional performing ably seen the beautiful hall of biodiversity that has arts, handicrafts know-how, and other forms of been added to that museum. On a wall of the hail traditional knowledge, can contribute to regional you can read a Kenyan proverb that says, "let's and local economic regeneration. Local commu- treat nature well; it was not given to us by our fa- nities should be directly associated with the con- thers but it was loaned to us by our children." If ception and management of urban rehabilitation we put the words "cultural heritage" in place of projects. It is therefore imperative to develop "nature" and if we read it again, "let's treat the projects to teach populations about their own cultural heritage well; it was not given to us by heritage, about the possibility afforded by the our fathers but loaned to us by our children," we new communication technologies that will have have the best possible direction for the actions that to be used and developed. stand before us at the threshold of a new century. The Government of Italy believes that the greatest challenge in this domain is the preserva- tion of the monumental heritage, archaeological sites and cultural landscapes. These types of arti- facts and natural assets should be recognized as the most meaningful signs of previous civiliza- tion and culture. Accordingly, it intends to ac- tively promote a reinforcement of the World Heritage fund and the activities of UNESCO. Particular attention should also be paid to the less known aspects of heritage, such as the collec- tions of small museums, which stand as living testimony to local and regional cultures. In fact, museums have always played a key role in build- ing cultural identity and awareness. What would Florence be without the Uffizi? What would Madrid be without the Prado? Or Paris without the Louvre?. Museums are treasure houses of the creativity of the past. They must become an in- strument for enhancing the status of these cul- 152 Culture Counts Hernain Crespo-Toral, quarantaine d'annees sur le r6le de la culture et Assistant Director General, UNESCO que l'UNESCO a toujours ete le chef de file en la matiere. I1 est temps aujourd'hui de mettre ces Je voudrais reprendre la toute derniere phrase idees en pratique. C'est pour cette raison que nous de M. Facco Bonetti: le patrimoine est seulement sommes heureux du dialogue qui s'est instaure ici un pret. avec les ministres des finances, avec des planifica- Notre grand defi est bien de le transmettre aux teurs et avec d'autres responsables politiques. generations futures. Mais nous avons tellement Les enjeux sont considerables et l'UNESCO est de choses A leur leguer qu'il faut bien d6finir les tres heureuse de partager avec vous la responsa- priorites. bilit6 de conserver et de mettre en valeur nos Nos debats ont rev6el trois points essentiels. atouts communs. Premierement, que la culture a un r6le capital A jouer dans la construction de l'avenir. Elle n'est pas seulement l'expression artistique ou des biens materiels, mais plutot la conception de l'univers qu'a chaque personne et chaque so- ciete. Pour reussir le developpement, il faut im- perativement tenir compte de chaque culture, de chaque population et de chaque individu. Ceci est crucial A un moment oui la globalisation nous fait craindre le risque de perdre notre "diversite cr6atrice". C'est la specificite de chaque culture qui est notre plus grand rempart. C'est par elle que nous pouvons acceder A un avenir de paix, de comprehension mutuelle et de developpe- ment equitable. Le deuxieme point mis en relief est la facon dont la culture peut contribuer A l'economie. Nous avons bien compris l'importance du patri- moine. Comment, par exemple, A Florence le pa- trimoine est une valeur essentielle pour ses habitants, une base pour le tourisme et pour le partage equitable des richesses. Mais, dans beau- coup de nos pays, il y a egalement les industries culturelles qui sont des gen6rateurs importants de revenus. Ailleurs, l'artisanat est un moyen de survie pour des centaines de milliers de person- nes, tout en fournissant un cadre esth6tique fon- damental. I1 faut en tenir compte dans la vision de l'avenir de chaque peuple Un troisieme grand point que je vois emerger des discussions, et qui est souligne dans le docu- ment que vous allez discuter, est l'utilisation de nouvelles technologies. Si elles sont mieux parta- gees, elles peuvent servir A renforcer la diversite culturelle au lieu d'entrainer une homog6neisa- tion. Je veux dire que la technologie doit etre au service de l'homme, et non pas l'homme au service de la technologie. Cette vision humaniste s'ex- prime ici 3 Florence a travers tous ses monuments. Mesdames, Messieurs, vous savez tous que nous sommes nombreux A reflechir depuis une Session VIII. 153 Ian Johnson also consider the development dimensions of cul- Vice President, Environmentally and ture. Physical and expressive culture is often a tre- SoilySustainable Development nmendously undervalued resource, not, I must say, Socially in Florence but in many developing countries. The World Bank Carefully designed and locally owned programs geared toward tourism, crafts, and other cultural COMMENTARY ON THE WORLD BANK PAPER** enterprises can provide tremendous opportuni- "CULTURE AND SUSTAINABLE DEVELOPMENT" ties for the poor to generate income and liveli- The Bank's central mission is to fight the crippling hoods. And studies have demonstrated, whether poverty we see in our client countries. It is a chal- income earning or not, support of the cultural ac- lenge that is realy daunting--one billion people tivities of the very poor can have a propound ef- are living in absolute poverty, two billion people fect on their wellbeing on social organization. do not have access to save water, many more do Indeed, the Bank's business has changed con- not have access to saritation and safe and pollu- siderably over the past 30 years. Thrty to forty years ago, when development was seen as a fi- tion-free energy, many people do not o ave tne eco- nancing gap, financial capital was all that was nomic means to buy even basic goods and services needed, to where we are today on a journey we that we often take for granted. With such pressing have traveled. Jim Wolfensohn also talked about concerns, I am often asked why we should worry where we really have to view development in a about culture and cultural development. And yet comprehensive setting, in a much more holistic sustainable development, in a sense, is about hu- way than we ever had before. To use Mr. Wolfen- man wellbeing today and tomorrow. sohn's summary, he talks very much about the fi- Addressing poverty in its broadest context, we nancial being balanced with the social and must meet nutritional needs and food security, structural. I think this is the new challenge for us We must ensure incomes are meant to buy basic in the World Bank to take this more holistic view services and goods. But also sustainable develop- of development. ment seems to me must enable social wellbeing, In that context, we developed and prepared an family security, social cohesion, identity inclu- operational framework for culture. Now ap- sion, and self esteem. Opportunities must be cre- proved, the framework helps the Bank define an ated by educational and intellectual fulfillment. appropriate role, establishes broad guidance on Sustainable development must also concern it- operational priorities, and sets the stage for part- self with a rampant destruction of the planet's re- nerships with others. The framework has noted source base. To many in the world, and much of that the World Bank has long had policies aimed the discussions I heard, it is interesting that many at avoiding the adverse impacts on societies and see the natural resource bases both as an impor- cultures. For example, our policy currently under tant economic and cultural resource. revision on indigenous peoples and our policy Culture is profoundly important to our ability guidance on cultural property, just to name two. of meeting the challenges of poverty. For the Bank, However, we noted that cultural dimensions I see two mutually reinforcing dimensions. The of our lending especially for agriculture, urban first is that we need to better understand that the development, and education were increasingly cultural dimensions of development are central to incorporating local traditions and cultural as- our mission. If we do not support projects that are pects. The framework now provides the basis for directly related to the circumstances and cultural action. It notes that the Bank financed the cul- conditions of the people we serve, we simply do ture-based activities as justified when it responds our job properly. For example, effective educa- clearly to our client government's expressed tional projects are likely to be those that have been needs. And we are fully integrated into our coun- carefully designed to respond to local cultural and try assistance dialogue and strategy. In particu- linguistic circumstances. Second, is that we must lar, the framework notes that our lending is justified when the loan reinforces sectoral or * The executive summary of this document, that was project objectives, reduces poverty, and stimu- prepared for the Board of the World Bank and as a com- lates enterprise development by and for the poor, panion piece to the UNESCO/Government of Italy pa- contributes to poor groups, social capital, and ca- per, can be found in Appendix C. pacity, or leverages private direct investment 154 Culture Counts that generates local employment benefiting the with the foundation world, with the govern- poor. In other words, the loans that we put on are ments, bilaterals, and NGOs. Finally, we were thinking about culture and are closely related asked to report back to our Board in approxi- and correlated to our core mission. mately two years' time to look at the progress we We also noted that more work and further have made. analysis is needed and I look forward to discus- In conclusion, this meeting has been enor- sions with many people I have met over these mously helpful for the Bank. It has reinforced our last few days. And where we need to think from belief that culture does indeed count. It is of our point of view for an operational organization course too early to draw all the lessons from all is of the link between culture and how it can that has gone on in the last few days because it strengthen social cohesion. Secondly, we need to was an extraordinarily rich debate. I have a num- identify those tourism opportunities that can ber of my own observations on some of the areas genuinely provide benefits to alleviate poverty. that I think we need to focus on. We have lis- And third, we need to ensure that the Bank fi- tened, we have learned; it will enrich our dia- nance in culture is truly complementary to others logue particularly in the context of our country and does not simply substitute for others that can assistance. I would like to close with one of the do the job better sometimes than we can. comments that I take away from the conference: Today, we have developed about 30 projects, culture counts most if we listen carefully to the 20 with culture components and 10 outstanding voices of the South. To be operationally effective, projects. And finally, the framework paper we in the Bank must enhance our dialogue at the places great emphasis on partnerships and en- local, national, and regional level in our client sures that we complement our skills with those countries, and in the context of our overall coun- of others, such as the leadership provided by try assistance strategy that is aimed at alleviation UNESCO. In that regard, I hope that we will of poverty. This we are committed to doing with have a close relationship with UNESCO in the partners and people, such as many we have met near future. We are certainly planning some today; and with UNESCO. We will do our ut- meetings to discuss areas of collaboration; also most to make a difference. Session IX Creating Capacity for Cultures in Sustainable Development Session IX presents concluding remarks and a retrospective look at the highlights of the conference that bring thefour-day event to adjournment. The moderatorfor the session was Patrizia Toia, Undersecretary of State, Ministry of Foreign Affairs, Italy. Federico Mayor I pay tribute, Ladies and Gentlemen, to the Director General World Commission on Cultural Development UNESCO chaired by Javier Perez de Cuellar, former Secre- tary-General of the United Nations, which pro- W A That a wonder is Florence! duced a wonderful and provocative report on Florence-an outstanding example of our creative diversity. And also I would like to- creativity, of vision, of culture, of polit- day to recall the Stockholm Conference. I think it ical will. And Italy today, like the Italy of the past, was a turning-point in the present efforts to place is also in my view an example of awareness and culture at the center of our development efforts. of commitment. We must realize that we have to At this dawn of a new century and of a new mil- invest differently. We must invest in protecting lennium, if we really wish to correct present people, in protecting the women and the men of trends, we must now realize that the time has the world, their cultural identities, their tangible come to act. There is no sustainable development and non-physical heritage, and their genetic and without endogenous development. To have ig- ethical heritage. We have to safeguard cultural nored this principle has, in my view, been one of pluralism and the endless diversity, the unique- our major errors over recent decades. We ness of each human being from the biological thought that all assistance should come from out- point of view. Creative capacity is the distinctive side: capital, engineers, entrepreneurs, scientists, feature of all human beings; it is our hope. and policy-makers. The end result was the ab- I thank Minister Lamberto Dini for the re- sence of any endogenous transformation. markable preparatory work which enabled this Therefore we must realize that what is needed conference to break new ground, and the Mayor is to help the different countries to develop them- of Florence and the regional authorities of Tus- selves with their own engineers, their own art- cany for their hospitality. I also wish to mention ists, and their own capacity for decision-making. my friend James Wolfensohn for the substan- And in fact, we have been reducing international tive-not the structural!-adjustments he is in- assistance to them; rather than giving grants, we troducing in the World Bank. I thank too the First have been giving loans. This is very different be- Lady of the United States, Hilary Rodham Clin- cause loans have to be repaid, creating vicious ton, who will be joining us here today. circles of incapacity to pay, and preventing any 155 156 Culture Counts development in many cases. We must remember woman or the man who produces such goods. that in 1974 we promised to give the developing And this is why I think we should inform the countries 0.7 percent of our GNP. With the excep- World Trade Organization that there must be a tion of the Nordic countries-and we should pay specificity for cultural goods. Does culture tribute to them-none of our countries have hon- count? Yes, indeed, culture counts. And, as has ored this commitment. In the past few years we been said so well this morning, it is not just a have been even decreasing it from around 0.36 matter of restoration or of safeguarding the past. percent in mid-decade to about 0.2 percent today. What really matters is the future. National sovereignty cannot be achieved We cannot rewrite history, but we still have without the individual sovereignty of citizens. hope, because before us we have the future. And There can be no sustainable development if there the future is not yet written- not yet-perhaps is not better sharing, if there is no justice, if there some irreversible trends mean that it is already is no freedom to denounce injustice. And such partly written, but in principle it is before us, still freedom means democracy. Therefore there can intact. be no sustainability in development without sus- Since we are in Italy, I would like to conclude tainability in democracy. And there is no sustain- with a wonderful image given to us by Leonardo able democracy if there is no sustainable peace. It da Vinci. Leonardo said that when the sea is is an interactive triangle. Full citizenship means rough, those aboard ship suddenly realize that that the citizens count. Very often they are there are no blacks or whites, no rich or poor, no counted, in the elections, in the polls. They are women or men, no elders or youths. They sud- counted, but they do not count. To participate is denly realize they are all passengers sharing a to exist as a citizen. common destiny. And today, at this dawn of a We have done so badly in the past. We have new century, the waters of the planet are very not shared knowledge or shared wealth or rough. power. Look what happens with women's capac- Present trends are not good. In recent years we ity for decision-making today. Only four percent have invested more than US$800 billion in arma- of those in the decision-making process are ments, and then we say there is no money. No women. Only nine percent of parliamentarians money to protect our language or cultural iden- are women. We have to learn to share better. We tity or to promote creativity because we are in- must reach the as yet unreached. We must in- vesting in the defense of our borders, the defense clude the as yet excluded. of our frontiers, the defense of our national sov- On the occasion of the Millennium Assembly ereignty. But what about what is inside? What that will take place next year at the General As- about the protection of the children, the women, sembly of the United Nations, I have suggested the men, the water, the earth that are inside these four new contracts: a new social contract, a new frontiers? We must have a new approach to secu- cultural contract, a new environmental contract, rity, and we must have a clearer idea of what we and a new moral contract. Because this is what are protecting. If we want sustainable develop- the UNESCO Constitution calls for. But the result ment we must place culture at the heart of this of all these new contracts should be a global en- development: and the supreme expression of dogenous development effort so that all the in- culture is our everyday behavior. The way in habitants of the planet can really share advances which we behave is the expression of our culture. in science, advances in culture, and advances in And it is for this reason that we have proposed- the quality of life. Cultural production in the ru- and the General Assembly has just approved- ral areas is a wonderful thing. This is not only be- this concept of a "Culture of Peace". Let us cause of cultural tourism, or because handicrafts change from the culture of force and violence to are a source of economic development in the ru- the culture of dialogue, the culture of tolerance, ral areas, in the poorest areas sometimes. No, it is the Culture of Peace. because it has the human touch. I believe that in Madam Chairperson, I would like to tell you time to come, "high touch" will be more impor- how impressed I was one day in Africa, where tant than "high tech". creativity is so fantastic, by a teacher I met near We cannot regard cultural goods as ordinary Ouagadougou in Burkina Faso. "Mr Director- goods, because they contain the creativity of the General", she asked me, "why is it that you peo- Session IX. 157 pie from the UN Agencies when you come here, Hillary Rodham Clinton instead of asking for our experience and our First Lady thoughts, give us lessons and advice? Why do United States you not come here to listen?" Here in Florence, as Ian Johnson rightly Thank you very much, and I am delighted to be stressed a few moments ago, we have had an op here at this very important conference. I would portunity to listen to each other. Here as repre- like bt begi by thanking my good friend Jim sentatives of governments, non-governmental e to n ,n organizations, and the private sector, we have Wolfensohn and the directorate of the World spoken to each other and to international agen- Bank for inviting me to be a part of this confer- cies and come down somewhat from our ivory ence. I also want to applaud the Bank's commit- towers. Together we must now do all we can to ment to culture and the way in which the Bank place culture, which means human beings, at the has included culture among the core areas to be very center, at the very heart, of our develop- addressed in the Comprehensive Development ment efforts. Framework. Let me also thank Director-General Gian- franco Facco Bonetti and the Government of Italy for hosting us here in Florence, a city that is truly a cultural capital of the world and one that draws millions and millions of visitors because of the treasures that are so well displayed here. I also thank the Government of Italy and the Govern- ment of the city of Florence for supporting this conference. I know you have already had three productive days talking about the importance of culture in sustainable development. You have been dis- cussing ways in which financing and resources can be made more available for culture. There are many important points in this discussion that bear attention and that I hope will serve as the basis for further conversations among cultural ministers and representatives, but also joining with economic and finance ministers and social ministers as well. I further hope that the confer- ence creates the kind of public and private dia- logue that is imnportant for the furtherance of the appreciation of culture in the lives of individuals and societies around the globe. I would not take your time in repeating the is- sues that you have already discussed and about which you have so much expertise. But I would like to speak to you as someone who has been privileged to travel widely, to see some of the world's most priceless cultural treasures and tra- ditions, and to listen to the challenges and hopes of families-and especially to hear the voices of women and children-who are struggling to build better lives for themselves. I would like to add just a few modest strategies and suggestions for supporting cultural development to ones you have already discussed. 158 Culture Counts Over the past seven years, I have represented closer together. And more than at any other time the United States on nearly every continent but in human history, the world has the knowledge, for Antarctica, and I have met hundreds, indeed the skills, and the wealth to empower people- thousands, of men, women, and children who especially those living in the developing world- have talked to me and shown me with pride their with the choices and opportunities to live health- homes, their crafts, their treasures, their muse- ier and more fulfilling lives. ums, their institutions, and the fabric that makes But we have also seen first-hand how global- up their lives. Like many of you, I have seen some ization and development can threaten cherished of those treasures that are known throughout the traditions and cultures, how globalization can world. I have walked along the reflecting pool of create consumers, but not citizens. We know the Taj Mahal. I have seen with my own eyes the from the newspaper headlines stories of in-laws Door of No Return on Goree Island in Senegal. In burning brides because their dowries failed to both those places one could not but be provoked yield color TV sets, or of poor people in every re- to think: in the first, about the enduring love that gion of the world spending hard-earned money was shining in those shimmering waters, and in on products they think represent modem culture. the other, the doorway that led so many of my President Havel of the Czech Republic has fellow countrymen on their horrifying journey to spoken and written at length about globalization slavery. Each of those instances was a provoca- and the homogenization of our desires and tive moment, and there have been many others, tastes. He argues that now, though, there is al- whether it is sitting in one of the great cathedrals ready a rebellion against globalization. He sees, of Europe and watching the sun stream through as I see, the desires of so many to assert their the stained glass or standing in awe before one of identity against mass culture fueled by globaliza- the artistic treasures in this city. tion. In his words, "Many of the great problems It is at those moments that I believe many of us we face today... have their origin in the fact of are overcome by the richness, the diversity, and this global civilization, which is no more than a the legacy of the human experience. Each of these thin veneer over the sum of human awareness." monuments has sprung from the mind and mus- Beneath that thin veneer, people are striving for cle of our forebears. And each has the power to identity and feeling a great need to set them- take us back to civilizations in the recent or dis- selves apart from one another. Cultures and peo- tant past. As we look at places that are so well ples who feel they have been marginalized by known to us, we also have to see those smaller, globalization are demanding to be heard, and quieter places where culture is living today. some are even taking drastic steps to be so heard. From the Great Wall of China to the Western We have seen some of the worst evidence of this Wall in Jerusalem, you can see how culture is be- in wars and ethnic cleansing, in the threats and ing lived out on a day-to-day, minute-by-minute terrorism of religions fundamentalists. basis. But you could also see how young people That is why in this era of globalization this look so similar today, dressed very much the conference is so timely, because it is essential that same in brand-name t-shirts, eating the same we respect the diversity of cultures and that we brand-name hamburgers, finding their dialogue give all people the opportunities to preserve and and their imaginations fired by the same kinds of practice their traditions. And that is why when- TV and movie characters, evidence of the global- ever we consider strategies for economic and so- ization of popular culture in our time. cial development around the world, we must not When I think, then, of globalized popular cul- forget the importance of culture. ture juxtaposed against some of the world's most Now, I would imagine that there are many in unique cultural treasures, I am particularly re- the countries from where all of you came, and minded of the urgency that we must give to pre- others who are observing this conference, who serve and nurture culture in sustainable might wonder why so many people committed development in what often appears to be a to tackling the "hard" issue of alleviating pov- throw-away world. erty-people committed to bringing education Globalization in itself is neither good nor bad. and health care and water purification and sani- Technological process, the Internet, faxes, satel- tation and transportation and communication to lites, jet travel have indeed brought our world disadvantaged communities-might gather here Session IX. 159 in Florence to discuss what still too many believe Throughout our century, we have seen the is a luxury, that of culture and the role of culture waste and tragedy that can occur when we take a in sustainable development. But as this confer- culturally illiterate approach to development. ence so rightly says, when it comes to alleviating How many health clinics that have been funded poverty, culture counts. It counts for economic by the World Bank or UNESCO or UNICEF or development, where the restoration of historic governments have failed because they could not areas and monuments can attract tourism, and serve the communities that desperately needed the revitalization of traditional crafts can attract them because aid workers failed to respect local business and investment. It counts for social de- mores and customs? How many tons of farm ma- velopment, because we have learned over and chinery have been left rusting in fields because over again that we cannot improve the quality Of donors never asked the farmers whether they life without improving the soul of life. And cul- wanted the equipment in the first place? How ture is the soul of life. It is what gives us roots, many roads to nowhere sit abandoned in the gives our lives meaning, it is what binds us to countryside because local residents had not been each other. consulted on the placement of such roads? The American writer William Faulkner once For the sake of progress we have uprooted said, "The past is never dead. It is not even past." tens of thousands from ancestral villages and Not only the blood, but the experiences and transferred them into high-rise apartments that hopes of our ancestors course through our veins. offered modern amenities but attracted crime And only through their languages and legends, and alienated residents. For the sake of progress through their still-existing monuments and still- we have knocked down historic buildings and living traditions, can we understand who we are, replaced them with parking lots. For the sake of where we came from, and what we want to be. progress we have built roads through the coun- Just think of what has happened in the ten tryside and destroyed centuries-old, time-tested years since the fall of the Berlin Wall, as people methods of irrigation. have discovered their long-suppressed culture That is of irg tion. Ta swhv we must blnv a new cultural liter- and felt compelled to express it in many diverse g ° ways. ~ Jus a fe day ag inWra, iie acy and cultural respect to all of our development theyLa. Jud Scho, wher soiresoh en strategies-from health care to education to safe shelter to sanitation and clean water to transpor- studying Hebrew and Jewish traditions in a tation andagriculture. Cultural respect and pres- place where it was thought that would never oc- .r*aton mtd cur again. ervatiori must become indelibly linked to cr agin ** t prgesad development. The World Bank- Four years ago, in Mongolia, I met children who Progress an in the days of Communism had never been per- and so many of you who represent foundations mitted to read about their great ancestor, Ghengis and governments-have helped lead the way, Khan, or to find materials for school in their native both by making sure that development projects language. In those two places, very far from one reflect the lives and traditions of the people they another, Warsaw and Ulan Bator, I saw children- serve, and by investing in culture for its own sake. children expressing themselves and looking for Let me mention one particular strategy that I ways to connect their present with their past. As I have seen first-hand in the last year. Last spring listened to the children sing a traditional song in in Cairo, I visited a medieval neighborhood that Warsaw, I thought how extraordinary it was that was coming back to life because of efforts to re- they would now be able to worship and speak store a twelfth-century mosque and other his- their own language, to honor the ways of their an- toric buildings. The corrosive effects of time, cestors without fear. When I returned from Mon- pollution, and rising groundwater had begun to golia after hearing the stories of the young destroy the structures. And like so many other Mongolian children who could not even imagine urban centers struggling with rapid population their past because there was no written material or growth, living and health conditions had deteri- other text to provide that guidance to them, I orated. The renovations were, however, spurring worked with their government to procure Mongo- the increased development of other buildings lian-language textbooks so that those children, and attracting more tourists and business back to too, would have the right to express and under- the community. The work that was done there stand their culture and history. was both culturally literate and sensitive, and I 160 Culture Counts was pleased that the U.S. government, through small loans to people who agree to lend an object USAID, was supporting this and similar efforts of historic value to the community museum as in Morocco and India and China. collateral. That way, families who need money for For the first time in the history of humankind, seeds for harvest or another goat to milk or what- more people are living in cities than in country- ever other business venture they are engaged in sides. And as urban populations continue to for their daily income are not tempted to sell their grow, projects to restore and re-purpose historic treasures to tourists who will take them out of the structures and to upgrade sanitation and infra- villages. So far, the bank has had a 100 percent re- structure can be essential to ensuring the conti- payment rate, and a new respect for cultural tra- nuity and strength of communities. Through ditions has taken root in the community. We must such projects an entire neighborhood can be mo- find more innovative ways like these to link cul- bilized and empowered to rehabilitate historic tural development to economic development. traditions and at the same time to solve problems My second proposal is also very simple. I be- such as those caused by rising groundwater. Tra- lieve we should call on our children's potential to ditional craftsmen can find new employment serve as leaders in cultural preservation. I would and businesses can prosper from well-managed urge that we support more efforts such as the tourism. Adopt-a-Monument program that I have seen In addition to all the recommendations you both here in Italy, in Naples and in Sicily in Pal- have made for "Creating Capacities for Sustain- ermo. As many of you may know, it is a program able Development," let me add just two more: that encourages schoolchildren to choose a his- First, I believe it is important to support more toric monument and take responsibility for its musust and cultural institutions in the devel- care. In both Palermo and Naples, I saw how chil- museums and cultur es areimo st dren had worked hard to revive centuries-old oping world, places where cultures are most churches in their communities that had been left threatened by globalization. I often think of a to deteriorate. They studied the history, they de- struggling museum I visited nm Africa. There was veloped guided tours, they picked up garbage, only one air-conditioned room in this beauthful and they raised funds for renovation. At each site, old building that had been turned into the na- I was surrounded by children eager to tell me the tional museum. And in that one air-conditioned story of their church. I could hear the pride in room, in a closet full of cardboard boxes, were their voices as they recounted the historic events kept some of the most precious artifacts of our that had taken place within those walls. human history. The museum guide took out the I have heard and witnessed similar delight in boxes one by one and opened them, and inside, the voices and eyes of children in my own coun- wrapped in thin cotton, were human skulls more try. Two years ago, the President and I created a than a million years old. I think of those skulls- White House Millennium Council to lead us in a some of the most priceless artifacts of human- celebration of the coming millennium by helping ity-stored in those flimsy boxes, and wonder all of our citizens to "honor the past and imagine how many more irreplaceable objects are at risk the future". I have traveled around my own coun- of disintegration and destruction. We must do try bringing attention to historic sites, encourag- more to help these nations and their govern- ing local communities to come together to Save ments restore their treasures, store them safely, America's Treasures. That includes not only great and display them appropriately. The answer is works of art and historic buildings and natural not to remove them from their countries of ori- landscapes, but what may be found in every com- gin, but to keep them close to the people, where munity or even in the attics of many homes in my they belong, by offering appropriate aid. country. I remember visiting Hispanic children in That is why I was very excited to hear about an New Mexico who had banded together to study innovative idea called the "Culture Bank." With the history of a local statue called the Southwest the help of Peace Corps volunteers and a few in- Pieta. They performed a play in both English and ternational NGOs, the people of a village in Spanish to explain the legend of this statue. Northern Mali have found an ingenious way to The enthusiasm that children can show for cul- keep their local treasures in the community and tural preservation is also evident in a new effort to promote business development at the same in the United States called Pennies-for-Preserva- time. They have started a culture bank that offers tion. School children are raising literally pennies Session IX. 161 to save historic places such as the home of Harriet boats and planes and even balloons. We have Tubman, the famous ex-slave who in the nine- seen the effects of space shuttles and fiber-optic teenth century became a leading abolitionist who cables as they have stretched our imagination led other slaves to safety and freedom. Though and brought us closer together. their contributions were modest, their interest in But nothing has changed what we might very the fate of this historic place was priceless. well call the values that define us most, values Each of the children I met from Adopt-a-Mon- that exist between the economy and the govern- ument or Southwest Pieta or Pennies-for-Preser- ment, values that really lie in the middle between vation also have gained a new appreciation for our economic and our governmental activity and the rich cultural legacy of their ancestors and that make our life worth living-our family and therefore are likely to show more respect for the our faiths, our work and freedom, our creative culture in which they live. expression and knowledge, our associations. In There is no reason why these efforts cannot be other words, our culture. So if we want to see the transplanted, especially to children living in 21st century be as rich as it can be, and if we hope countries struggling to preserve their cultural that our children will respect their own cultures treasures. Anyone who has ever seen the concen- and the cultures of others, then we have to make tration a child can bring to a hobby or a sports culture count. And we have to link culture to eco- event or to a story that is being told knows that nomic and social development. And by doing so, children have a tremendous capacity for soaking we will make a statement that is a statement of childrendgave atendohistyT caparcinnaty foroakg values about who we are as a people and what up knowledge and history. They are innate cura- kind of future we think we can make together. tors and preservationists. Thank you for thinking through these issues So why not, in this age of globalization, re- and for ensuring that culture counts in the future. mind them early of their unique and diverse her- itages and help them learn to take responsibility for preservation? Teach them to respect culture and recognize the stake they have in its preserva- tion and maintenance for future generations. If we do work with such children we may also see other results flowing from these efforts. I have met so-called at-risk children-those at risk of dropping out of school or becoming vio- lent or criminals. And with those young children we have seen time and time again that if given the opportunity to participate in the arts and cul- ture, they often bloom. Studies have shown that arts programs, more than any other, are most ef- fective in bringing out the intellectual and cre- ative potentials of at-risk children and keeping them out of trouble. Each year at the White House, we give out the "Coming Up Taller Awards" to recognize model programs, and I've been told countless times by young men and women that if it had not been for their writing or arts or performance or dance classes, they would be on the streets or in Jail. These children know what you know: Culture counts. In a mere 85 days, we will be celebrating the dawn of a new millennium. As we look back at these past 1,000 years, we can see that as a people we have made much progress. We have cured diseases thought incurable and managed to lengthen and improve the quality of life. We have circled the earth in every imaginable way- 162 Culture Counts Ismail Serageldin come less exclamatory and less poetic." (Boorstin, Vice-President, The World Bank Cleopatra.. p. 173). Yet today, I know I speak for all those visitors who came to Florence when I say FLORENCE 1999-CULTURE COUNTS IN SO MANY that the beauty and the poetry is very much alive, WAYS ... (A RECAPITULATIVE SUMMATION OF THE that the new and the old can cohabit in marvel- EVENTS) ously paradoxical and pleasing ways, that sur- round and envelop us in remarkable ways. Prologue The very buildings where this event is taking place-the symbolic significance of a converted Minister Giovanna Melandri, Minister of Cul- fortress-was a point taken up by a few of the tural Heritage and Activities of Italy, speakers. Senator Patrizia Toia, Undersecretary of State, We have been all swept away by the magic of Ministry of Foreign Affairs, Italy Florence. You saw the past come alive witnessing Mr. Federico Mayor, the inauguration of the New Special Illumination Director General of UNESCO of Santa Maria Del Fiore-and in having the Excellencies, unique privilege to see the exhibition "Youth of Ladies and gentlemen, Michelangelo", and in the myriad events that I have been challenged to try to summarize made this a truly memorable experience. and draw the conclusions from the incredibly rich discussions we have had for the last four The history days. To do justice in about half an hour to the contributions in 78 learned interventions, 17 the- The magnificence of this city of art and history, matic groups, 6 discussion seminars, and 11 ple- te city of the Medicis was brought vividly to life naries, is not easy. But, I will try. However, allow by Anna Maria Petrioli Tofani, Director, Museo me first of all to express our thanks and appreci- degli Uffizi, in her lecture on Financing Art and ation to all those who labored long and hard to Culture in the Renaissance in Florence: The Medicis' make this event such a success. Our hosts top the Contribution list of the many that I would like to thank, a list Patrons of Michelangelo, the Medicis gave the too long to mention every person by name. But, I Renaissance its luster and its mystery. Would know that you would all agree with me that the that at the dawn of the new century we could key person who pulled it all together was Joan find ways of creating a space of freedom for the Martin-Brown. She worked tirelessly on content cultural expression of a humanistic world that and logistics to make it all possible. No aspect can arouse the best in each of us, as it recognizeS was too big or too small to warrant her personal the umversal and the eternal in the legacy of our attention. Her mastery of substance and diplo- common humanity. And it was thus particularly macy isan. ierstiery pt th pce edl- apposite in these proceedings that we could be ings. Please join me in a round of applause touched by looking to the future, with the young, ings Plase oinme i a oundof pplase. those for whom we are but brief custodians of But if we express appreciation to the organiz- thiset, we w the but imans of ers, we cannot lose sight of what makes this thsplanet, we saw the moving images of the ers,. we cano loesgt,fwamksti Children's Art Exhibit, "Children Look to the event so magical-the city of Florence and the re- CHizrn'h markable hospitahlty that we have witnessed. Horizon. Our thanks go to the citizens of Florence, to the Mayor, and to the President of the Regional Gov- The event ernment of Tuscany. Important by its Attendance, its Purpose, and its Outputs: Introduction The importance of events is sometimes judged by The setting the eminence of the attendees, by the loftiness of the purpose of the meeting, or by the significance Excellencies, ladies and gentlemen, of the outcome. This event is a most important Some have decried that these are times when one by any of these measures. Not only were we "...The progress of civilization dulls our feeling for enthralled by so many eminent persons from so paradox. We lose our capacity to wonder. We be- many different worlds coming together-from Session IX. 163 Finance and diplomacy, from government and These key themes tied together the many NGOs from art and scholarship, from activists to strands of arguments that we heard in these last deep academic thinkers, all have come with a four days, and can help clarify the overall patterns: shared purpose, to advance the cause of culture Upon this gifted age, in its dark hour, in our world, by asserting the importance of cul- Falls from the sky a meteoric shower ture, and the viability of investing in its preserva- Of facts ... .they lie unquestioned, uncombined. tion, its evolution and the creation of the space of Wisdom enough to leech us of our ill freedom necessary for the creation of the new. Is daily spun; but there exists no loom From our different vantage points we have To weave it into fabric... come together and worked at advancing knowl- -Edna St. Vincent Millay, Huntsman, What edge, studying best practices, and networking Quarry for further action. By that constellation of intent Let me try to take up each of these themes in and deed, the meeting is more than an event. It is sequence and tie together some of the many in- a capstone of an exploratory phase of tentative, terventions that were made to try to highlight groping collaboration among the many who care, this rich tapestry that we have been weaving to- and the launching pad for a new phase where an gether in the last four days. activist coalition of the caring will move the agenda forward more vigorously than ever. The Setting: Culture In Sustainable I know that many of you share my sense of ex- Development citement and I will try to summarize some of the key themes that struck me as the most promising The development dimension: and prominent in our deliberations. Development is about improving the lot of indi- The key themes viduals and societies. The one cannot go forward without the other. Development requires ex- I believe that we can identify four key themes panding the space of freedom for the individual that have permeated our discourse. I will have and the reduction of poverty, which deprives the more to say on each of these later on, but allow poor from the exercise of choice and challenges me just to list them up front: our cultural concepts of common humanity and First, we established the setting. This was the our values of equity and fairness. essential framing of the space within which the There can be no society without culture. For discourse on culture and development must take culture is what provides the sense of identity, so place. This setting treated central to concepts of social inclusion and solidar- * The development dimension ity; the fight against discrimination and exclusion, * Heritage at risk the empowerment of the weak and the marginal- * Celebrating diversity ized. These are the essence of development. * Empowerment of the poor How can one divorce that from culture? If in- Second, we analyzed the problematique. Here, deed, along with Daniel Bell, we would consider we treated conceptual issues such as the value of that... culture and the non-material yet fundamental as- Culture, for a society, a group, or a person, is a pects of this enterprise. The very notion of heri- continual process of sustaining tage, of living culture and of the invention of the * an identity future were part of our endeavor. * a consistent aesthetic point of view, Third, we identified the actors. We collectively * a moral conception of self, and recognized that the involvement of public and * a style of life. private, of government and NGO, of interna- Culture is thus the realm of sensibility, of emo- tional, national and local, the formal and the in- tion and moral temper. formal, the NGOs, all were absolutely needed. It But going beyond that conception, or rather is there collaboration that will be the basis of this extending it, I would say that culture is the foun- coalition of the caring. dation out of which grows the legitimated struc- Finally, we explored the approaches. We dis- tures of society. Legitimated, in the sense that cussed specific cases-what works! And why! they are broadly supported by the society that 164 Culture Counts they govern, that they are seen to reflect its val- bates that concern them. The discipline that it ues, and that they are therefore effective. brings to the thousands of international special- Like Daniel Bell, I am, therefore, using "cul- ists working on different aspects of the develop- ture" in the broader anthropological sense, not in ment challenge is a welcome development and a Arnold's or Eliot's usages of the term as the prod- necessary counterpart to the adoption of a more ucts of the imagination. Cultures here are "..the holistic paradigm of development. binding fidelities of consciousness, rooted in his- Minister Dini reminded us that globalization tory and tradition, kinship and race, religion and that has the potential to both unite and divide, nationality, that shape the emotional ... [bonds]... and that culture lies at the heart of growth and among individuals and make them one". (D. Bell, community participation. Both Minister Dini and Cultural Contradictions of Capitalism, p. 332) Jim Wolfensohn have eloquently argued these Material and immaterial culture-no dichotomy points also in the excellent op-ed piece in the In- Some have tried to see in this the dichotomy of ternational Herald Tribune of today. And in it, they culture. The built and the unbuilt. The material quote the moving words of Nobel laureate Wole and immaterial manifestations of culture. But Soyinka, who states: they are truly linked. For we do not see the built Culture is a matrix of infinite possibilities and or the physical except through the cultural con- choices... from (which) we can extract argu- structs of history and significance that we bring ments and strategies for the degradation and en- to bear on the interpretation of what our senses noblement of our species, for its enslavement or tell us. Associations and interpolations, conscious liberation, for the suppression of its productive potential or its enchantment, for the stagnation and subconscious, are constantly making sense of of social existence or its renewal. the material for our minds to engage with and for our emotions to enjoy or be moved by. But Jim Wolfensohn's approach was really about linking what we do on the issues of culture Whose culture? to the overarching goal of reducing poverty. The World Bank in the interventions of Ian Johnson, There are those who argue that culture is for the Vice President, The World Bank, and the discus- elites, that each society is entitled to develop its sion seminar he led articulated that link back to own cultural norms, regardless of how some in the overall work of the Bank. Jim Wolfensohn in the West would find it exotic or even offensive- his second intervention yesterday clarified that They are wrong. Culture, as I have defined it while the Bank is not going to copy or replace here, as it permeated our discussions, meets the UNESCO or the Government of Italy, it was in- needs of all, and is inseparable from meeting the deed changing direction. This did not mean that needs of the poor. They are wrong if they deny every project would be a culture project but that the importance of universal parts of our cultural every project should be sensitive to culture. It consciousness, from human rights to responsibil- was he said "like breathing in and breathing out". ity to the other. These, and concerns about what I would term the universal imperative-the dif- Poverty and inequality ference between relativism and pluralism-were Poverty-the most deadly and prevalent of all points all well made by Paul Streeten. diseases, as Eugene O'Neill said, is the bane of The problem ofpoverty: The culture ofpoverty and the our existence. It is not a necessary corollary to The problem of poverty : Th culture of poverty un the capitalism. The father of capitalism, Adam smith, poverty ofjcuZture in 1776 said: "No society can surely be flourish- So how does the issue of poverty come into the ing and happy, of which the far greater part of world of the global and of the universal cultural the members are poor and miserable". consciousness? It continues to baffle those who expect growth World Bank President, Jim Wolfensohn ad- to eliminate it automatically. dressed that in referring to the Comprehensive Over a century ago, progressive voices like Development Framework (CDF) and to the Henry George were saying: "The association of voices of the poor project. The latter, I hasten to poverty with progress is the great enigma of our add, is not to get the Bank to know about pov- times-it is the riddle which the sphinx of fate erty, but to get the poor to have a voice in the de- puts to our civilization, and which, not to an- Session IX. 165 swer, is to be destroyed". (Henry George: where in the world, as was demonstrated by Ab- Progress and Poverty, 1879). delbaki Hermassi, Tunisia's Minister of Culture, So how do we who want to promote culture in who also spelled out the need to ensure that rev- terms of economic benefit deal with the issue of enues from cultural tourism are plowed back benefit sharing among the rich and the poor? into research, restoration, and rehabilitation. Thematic Working Group 6 led by Bonnie Burnham, World Monuments Fund, addressing Celebrating Diversity "Sharing the Wealth", raised some of these At a time when we are writing into intemational points more pragmatically. la the need to pre the ioo iversitiof Others have focused more on the contribution law the need to protect the biological diversity of of tourism and the cultural industries to overall the planet, surely the protection of the cultural economic growth. It requires building on discov- diversity of the human family must be seen as ery of the other, and hence, the tourism industry moe mn tha mever. 1 was ghed to cee can be redefined more sensitively, but no less manyof the meetings of this gathering the cel- profitably. In addition, the cultural industries are ebration of this diversity in the participants who increasingly seen as growth industries in the de- came from all over the world, as much as in the veloping countries. I was delighted to see how case studies presented. Thematic Working Group 17 on "Cultural Tour- Today we must strive to ensure the celebration ism and Development", organized by Armando of this diversity and the protection of its past ex- Peres of the Touring Club, raised some of the as- emplars, as much as the provision of opportuni- pects of the material links of culture to economic ties for the contemporary expression of its growth. adherents. This challenge was, I believe, well represented in the materials distributed at these Our heritage at risk proceedings and in the discussions of the the- - ~~~~~~~~~matic groups. The heritage: what is it? and why is it important? These questions permeated many of the discus- Empowerment of the Poor sions in the corridors and served as subtext to some of the thematic groups. One of the unique features of this gathering was But it behooves us to remember that the the constant concern that ran like a common present is but a link between the continuity of the thread throughout the proceedings that the work past into the future. That our actions yesterday being discussed must be linked back to concern and today are putting at risk some of the best ex- with the poor and the efforts at poverty reduc- emplars of past achievements, witnesses to de- tion. This found eloquent expression in the inter- fining moments of our past. Today, diversity is ventions of Jim Wolfensohn, echoed in Ian being assailed by some homogenizing aspects of Johnson's talks and in the work of thematic globalization, and the future is uncertain for group number three on cultural economics, iden- many. But it will be our challenge to honor the tity and poverty reduction, ably led by Tia Duer past, celebrate the present and at the same time and Mike Walton. create the necessary "space of freedom" for the creation of the new. Understanding The Problematique Hernan Crespo-Toral, Assistant Director General of UNESCO, gave us a global overview Conceptual issues of the many threats that put our heritage at risk. The economic dimensions of culture Pollution, inadequate attention, inappropriate development patterns, excessive commercializa- In the broad sweep of history, the capacity of na- tion, are all part of the litany of ills that plague tions to overcome their cleavages, to adopt a for- our current world. B.P. Singh, of the Govern- ward looking attitude, a questing attitude ment of India and currently the Executive Direc- towards the better and the new. To establish a tor at the World Bank, showed how these ills sense of common trust and common purpose is as played out at the regional scale, using the pollu- important as raising savings rates or investing in tion of the Ganga as an example. These situations education for the development of nations and the are not very different from those found else- well-being of societies. That is the role of culture 166 Culture Counts in development. Under the able chairmanship of eral of the Guggenheim Bilbao. An important Minister Faisal al-Rfouh of Jordan, Prof. David reminder that the soaring human imagination Landes addressed these questions and chal- can actually change the conditions that govern lenged the conventional models of interpretation the conventional views of the dismal science. of country economic performance, provocatively asking about toxic cultures and the need for Identified The Actors: change in cultural frameworks, and Mario Rietti If there is to be action on the ground in promot- of Honduras gave us a special perspective on the ing culture in development, then a multitude of phenomenon as he saw it from the central Amer- actors must be identified and involved. These in- ican region. clude, among others, the following: Beyond the conceptual, there has been much * Governments, both national and local; work to date on the analytical foundations of the a Academia; economics of investing in culture, both as preser- * International agencies; vation of heritage, and investing in contempo- * The international civil society; rary expression. Many are addressing these . The private sector, both micro and SME and issues both here and elsewhere. David Throsby large, both national and international; and Paul Streeten provided us with an interest- l Banks and institutions of finance; ing overview of the issues. My own monograph * Foundations; on investing in Historic cities addressed similar . The local communities; issues, and the methodological questions that and must be covered to quantify the unquantifiable * NGOs; and and to value the invaluable remains a daunting * Artists and the intelligentsia. challenge to practitioners everywhere. The key, however, is to recognize that each has Some of these themes found their reflection in a distinct contribution to make and that they all the presentations and debate in a number of the need each other's contribution to have the de- Discussion groups, notably those led by siredimpact UNESCO and ICCROM, which addressed the Representatives of each of these actors were following: heard in these proceedings. Notably, we were * Valuing Cultural Assets; lucky to count in our midst the contributing pres- * Measuring Culture and Development: Pros- ence of eminent persons from the "third sector", pects and Limits in Constructing Cultural In- the foundations. Well known in the US, these in- dicators; and struments of cultural and developmental action * Investing in the Tangibles and Intangibles in are not as well-established elsewhere. Intercultural Dialogue. Victor Sa'Machado, President, Gulbenkian These papers all addressed the broad aspects Foundation, Portugal, and Martine Tridde, Sec- of culture on economic performance, or the man- retary General of the Paribas Foundation of ner in which the calculus of economics could be France, and Stefano Bianca of the Aga Khan brought to bear on the evaluation of investments Trust for Culture, all brought the special perspec- in the realism of culture. Themes that were sub- tive of the benevolent foundations to enrich our sequently picked up in Thematic Working debates from historic cities to cultural tourism, Group 3 on Cultural Economics, Identity and from museums to heritage sites, from capacity Poverty Reduction, led by Tia Duer and Mike building to gauging carrying capacity. Walton of the World Bank, and by Thematic Working Group 7 dealing with "Valuing heri- Explored The Approaches tage-Beyond Economics" led by Marc Laenen of ICCROM. Under this theme we spent most of our time: But these broad discussions did not fully cap- what works, where and why? These valuable les- ture the possible positive impact of the bold and sons of experience enriched the debates with visionary gesture. Luckily, we were treated to an their realism and the inspiration they bring to exceptional example of the impact of a great others to achieve their own successes. work of art on the economy and the identity of a Particularly relevant in this area were the loca- region-Frank Gehry's Bilbao Museum was pre- tion specific experiences discussed in Thematic sented by Juan Ignacio Vidarte, Director Gen- Working Group 5 on Cultural Conservation in Session IX. 167 East Asia, with special thanks to Geoffrey Read, Sustainable Development: a New Partnership, or the institutional aspects covered by Thematic ably managed by the Council of Europe's Vera working Group 8 dealing with Museums: Con- Boltho. servation and Management of Cultural Heritage, organized by CIVITA, with special thanks to Ni- Financing, implementation and the role of the colo Savarese and Albino Ruberti. private sector and different actors If I may be allowed to tie them all together here, I would say that they highlighted that all Paps what set thi tc onfecue apr fro success stories seemed to have in common at mny other efforts on the topic of culture and de- least sth foll own g velopment is the determined focus on the issues * Policies of implementation and financing. Certainly we • Privtes sector ivestmentdid not want to meet just to assert one more time • Participatesectorinvesen t that culture is important. We wanted to find new * Participation ways to build partnerships, new ways to engage * People the different actors and to design financing Let me say a brief word on each. mechanisms that would engage the private sec- Policies r Culture in Sustainable Development tor, communities, and the international commu- Policies for Culture in Sustainable Developomentniyanerbfo. fo~~~~~ nity as never before. Doubtless good intentions are not enough. The In this logic, we had to define the interests and talent of the artists, the memory of the many, values of culture in the economic and develop- need a policy framework that encourages honor- mental language of the Multilateral Develop- ing the past, celebrating the present and invent- ment Banks. In this endeavor, Undersecretary of ing the future. Treasury Natale d'Amico of Italy, chaired a panel We were privileged to have the views of some of leaders from the international financing agen- of the worlds leading practitioners and decision- cies, including Antonio Maria Costa, of the Euro- makers on the issue of culture and developmen- pean Bank for Reconstruction and Development; tal activities at the national and regional levels. Peter H. Sullivan, Vice President of the Asian Ion Caramitru, Minister of Culture of Roma- Development Bank; Henock Kifle, of the African nia, himself an actor and creative artist who rein- Development Bank, and Eduardo Rojas of the In- terprets Shakespearean Drama to elicit a ter-American Development Bank. They all contemporary and, dare I say, revolutionary, res- shared some basic points, among the following: onance, set the stage for Minister Sheila Copps, * The need for a link between the poverty im- who launched an international movement of cul- pacts and the investment being pursued; tural ministers concerned by the need to maintain * That the private sector should be a prime in- the cultural identity of their peoples in the face of vestor in such projects; overwhelming globalizing trends, reminded all * That tourist revenues, while very important, that culture is more than arts, and that cultural in- could not be the only benefit stream ascribed dustry employment grew 32 percent in one de- to the projects being concerned; and cade whole population grew only 12 percent. * The involvement of the local community was Kurt Biedenkopf, Minister President of Sax- a must. ony, Germany, is the architect of a unique trans- This indicated that an emerging consensus on formation that has catapulted his Lander to the the approach to follow was being forged. It au- 21st century in terms of technology, but has also gurs well for the funding of such activities in the taken great care to root this transformation in the future. Indeed, as cultural activities become cultural identity of this region. more mainstream in the palette of international While Susan Waffa-Ogoo, Secretary of State funding, this will also lead to the improvement for Tourism and Culture of the Gambia, spoke of the fiscal frameworks and greater involvement movingly of the role of women and of the chal- of the private sector in such investments. More lenges of preserving cultural heritage in coun- on this later. tries with enormous fiscal stringencies. In addition, the cultural impact of develop- Thus making space for the private industries ment on civil societies and indigenous culture was important, all themes taken up again in The- were key themes in the points raised by both Ian matic Working Group 9 on Cultural Policy and Johnson, who called for special attention to these 168 Culture Counts aspects in preparing and implementing projects perspective and experience of the private Sector funded by the World Bank. and Foundations through the interventions of Um- Bilateral development agencies were also viv- berto Agnelli, President of IFIL, Italy; Gianfranco idly represented by Senator Rino Serri of Italy, Imperatori, President of Mediocredito Centrale of Fulvio Massard of Switzerland and Professor Italy; and Fields Wicker-Miurin of A.T. Kearney Michael Bohnet of Germany. Of course, Italian Financial Institutions Group of the UK. Bilateral assistance had pride of place in The- But what about the people? The community matic Working Group 1. In all cases they pre- where the heritage is found? Here, the community sented views on the Development Impact of and its needs, as well as its role in development Programs and Projects on Culture. Their concern found eloquent expression in the special discus- with identifying Prototypes and Best Practice fit sion group led by the Council of Europe, Canada, well with our desire for pragmatism and action- and the Open Society Institute. orientation. And in terms of the overall framework to ad- A counter point to their perspective was deliv- dress the long-term aspects for future genera- ered by the eminent Najah El-Attar, Syria's Min- tions, and the sustainability of finance, we were ister of Culture, and Carlos A. Moneta, Secretary treated to a very evocative discussion under the of the Latin American Economic System (SELA). heading of "Cathedrals for Environment". The- For them the issues were not so much the mea- matic Working Group 2, Financing Culture and surement of identifiable impacts from a donors Nature for Generation to Come, was ably led by perspective as it was to the ability of the develop- Maritta Koch-Weser of the IJCN, who re- ing countries to find in their own identity the minded us of the long-term perspective that seeds of renewal and future development, must be taken for some of the problems we are Mohammed Abdelilah Belghazi, of the Mu- dealing with, a theme already touched on in an seum Belrhazi, of Rabat, Morocco, and Margarita earlier discussion when she had called for a Guttman of the Instituto International de Medio Ambiente y Desarrollo (IIED) of Buenos Aires, "ultur an nvironmen Argentina, also reminded us that whether muse- s ums or exhibitions, the outreach is combined with Paricipation the dual responsibility of access and conservation. In the spirit of this innovative conference, we Thematic Working Group 15 Supporting Cul- heard amply from the world of foundations and tural Enterprises for Local Development, orga- the private sector, thus Thematic Working Group nized by the Ford Foundation's Damien Pwono, 10 on Culture and Private Sector Support, orga- and in the reporting out reminded us of the bar- nized by Arts and Business, and our friend Colin riers of language, of space, of understanding that Tweedy, emphasized the need for a clear lan- have to be overcome, and called for research in guage with the private sector and the need for cultural entrepreneurship-an important con- win-win designs, for which case study materials cept for this conference. are urgently needed. Indeed on the clarity of lan- The Discussion Group on Private and Public guage and simplicity of institutional design, I Sector Partnership for Community Develop- would remind the culture specialists among the ment, Organized by the Government of Canada participants that: and the Council of Europe Simplex sigillum veri - The simple is the seal of the true; and People Pulchritudo splendor veritatis - Beauty is the splendor of truth. Participation and the attention to indigenous We do not have to change our concerns to be people was the focus of Jorge Uquillas of the simple and direct with the private sector. It is the World Bank, who used examples from LAC to essence of our classical cultural tradition to be make the case, and was again an important point simple and to find beauty in simplicity. reemphasized by Ian Johnson this morning. From this dialogue, we can indeed hope to mo- All of this was embedded in the broader con- bilize Resources for Culture in a Multicultural So- text seen from the perspective of developing ciety. We had the occasion to learn of the countries and economies in transition. Session IX. 169 Fahrudin Rizvanbegovic, Federal Minister of Proximity Organizers, organized by the Interarts Education, Science, Culture and Sport, of Bosnia Observatory, with thanks to Eduard Delgado and Herzegovina; N'Goran Niamien, Minister and Y. Raj Isar; and the technical and financial of Economy and Finance, Cote d'Ivoire; and Ar- aspects of dealing with the Architectural heri- jun Appadurai, Anthropologist, India, all high- tage, ably handled by ICOMOS' Giorgio Croci, lighted concerns about the constraints on Jean-Luis Luxen, and J.M. Ballester. These all resources for culture, and the potentially nega- dealt with the physical heritage. tive side effects of tourism and other develop- The non-physical aspects were not over- ment projects. Mpho M. Malie, Minister of looked, and special mention must be made here Trade, Industry and Marketing of Lesotho, spe- of the discussions on Archives were treated in cifically called the absence of attention to culture Thematic Working Group 16 Organized by Car- the Achilles heel of development investments. olle Carr and Elisa Liberatori-Prati. Thematic And yet, despite concerns and false starts, of Working Group 11 also dealt with Communica- these many instances of collaboration, these fion and Education; all organized and presented many efforts at finding new and innovative ways by Scuola Normale Superiore di Pisa, Soprinten- of promoting culture in the realm of develop- denza Archeologica di Pompei, MEDICI Frame- ment, we can discern some emerging best prac- work, European Commission, and Istituto tices. These were highlighted by the case studies Centrale per il Restauro. in the thematic group discussions. But unique aspects were also not ignored. Mil- All of these points were echoed in various lennium Commissions were addressed in The- ways in the evening lecture of Alessandro Bian- matic Working Group 4, organized by Ellen chi of the Italian Central Restoration Institute Lovell_and Caroline J. Croft, of the White House. (ICR) and Angelo Guarino of the Italian Na- All in all, an amazingly rich amount of experi- tional Research Council (CNR), who gave us a ence was shared. masterful overview of the State of Knowledge in Cultural Management. Quo Vadis? Towards A Vision For The Future: The Lessons Of Experience And Emerging Best The work in progress was reviewed in detail in Practices many many separate thematic discussions. This morning, Bonnie Burnham, President, World Franco Passacantando, Italy's Executive Director Monuments Fund, reviewed the many valuable at the World Bank, and Bonnie Bumnham of points that came out of the Thematic Working WMF, presided over the review of the summary Groups discussions. I will not repeat here what presentations to the plenary by the Thematic they just covered a little while ago, but, I think Working Groups on initiatives to advance that you will all agree that it is most encouraging knowledge, capacities, economic analysis, and to see how much progress there is and how much the financing of culture and cultural heritage in good will to pursue the networks and collabora- sustainable development. tive arrangements that have been forged here in This morning, Bonnie Burnham, did a tour de the last few days. force summation, which I will not try to replicate. Not wishing to leave the future to the mechan- And while I have already referred to some of the ics of specific projects and pragmatic arrange- points raised by some of the Thematic Working ments, we were delighted to see a paper on our Groups and the earlier Discussion Groups, I work in progress developed by the Government of would be remiss if I did not mention here some Italy and UNESCO. The discussion of that paper particular aspects that deserve being recalled at was most ably led by Gianfranco Facco Bonetti of this juncture. Italy, who us that the priority of priorities was to Thematic Working Group 12, 13 and 14 ably agree on a shared agenda, and to be imaginative in articulated by Arlene Fleming; provided some the design of arrangements for the cultural indus- specificity on the issues of Financing Cultural tries and venture capital.. both tangible and intan- Site Management, with specific mention of the gible. Hernan Crespo-Toral of UNESCO made Parks Canada experience and the methodologi- the case for the UNESCO perspective. cal aspects of the Petra investment analysis. Ian Johnson of the World Bank presented an Growth and Culture in Urban and Regional overview of the role of Culture in Sustainable 170 Culture Counts Development, reiterating Jim Wolfensohn's ho- waters of the High Dam in Egypt. On the 8 March listic vision and the need for involvement of the 1960, French culture minister and literary giant people concerned. Andre Malraux responded eloquently with a vi- sion of the future of culture and the universality Conclusions of our heritage. So we come full circle to close where we began: In a soaring speech that only Malraux, master the centrality of culture to development, and how artisan of the French language, could produce, he to mobilize the resources to turn vision to reality. reminded the world of its responsibilities. The remr eato universal heritage of humanity, the cultural trea- A few moments ago we were treated to the vi- sure that transcends death and time itself, bear- sion of Senator Patrizia Toia, Undersecretary of ing witness to the noblest achievements of the State for Foreign Affairs of Italy; FedeHlco human spirit, linking us across space and time to Mayor, Director General of UNESCO; and Hill- celebrate the unity of all human achievement, the ary Rodham Clinton, First Lady of the United indivisibility of the world of the living, the spirit States of America. They truly inspired us, and I of the past and the promise of the future. think that you will all share my appreciation for These were not empty words. The Nubian the first lady's vivid and moving manner of pre- monuments were saved. This first effort led to senting her views on these topics. other campaigns, for Venice, for Borobudur, for I shall not summarize what they just said, but so many more. Above all, it led to the creation of I would like to emphasize that for the three main the formal World Heritage Convention adopted organizers-the Government of Italy, the World by UNESCO's general conference in 1972. Vision Bank and UNESCO-we believe that much can be turned into reality. Today, as we are about ground was covered. The key messages that to enter the new millennium, is it not time to re- emerged from these incredible days of discus- dedicate ourselves to the noble vision of sion are intertwined and include the following: Veronese and Malraux? Is it not appropriate that * Culture is not just the material culture but all in this time of speed and technology we reaffirm the dimensions that make us human our commitment to the noble mission of honor- - Diversity and pluralism are essential- ing the past, celebrating the present with all its there is a long-term value to sustainable bewildering diversity, and creating the space of pluralism freedom where the artists and creative minds of * The cultural dimensions of development-not today can invent the future? just an instrumental view of culture (i.e. cul- I hope that we can all take a small step in that ture in order to promote development) direction. - We have a vision, but we must translate it into action Envoi: - Action requires participation of all actors, Much of what we have covered in these days is not least the persons concerned. about vision, and about turning vision into real- * Involving all the actors will vary from place to ity. About how to tackle the unimaginable chal- place and topic to topic.. but we can see lenges and the enormous potentialities that the emerging in this very hall a coalition of the cultural dimension brings to development, and caring how we can find ways of financing the changes - We need to agree on a priority agenda for necessary for such creations. action for this coalition This kind of pragmnatism is not to be decried. It We all need to be reminded of these responsi- is to be celebrated. For this is the vision that gets bilities. The soaring language of the visionaries is transformed into reality. It is the kind of vision sometimes a mobilizer of opinion. that Walter Lippmann described when he said: Looking back at the origin of the World Heri- tage~~ Covnin mrmne ftemvn We make oulr vision, and hold it ready for any tage Conventhon, I am remindes on the movig amendment that experience suggests. It is not a moments that marked the milestones to the idea fixed picture, a row of shiny ideals which we can of global responsibility for culture. exhibit to mankind and say: Achieve these or be Four decades ago, Vittorino Veronese, then damned. All we can do is to search the world as DG of UNESCO, launched an appeal for saving we find it, extricate the forces that seem to move the Nubian monuments at risk from the rising it, and surround them with criticism and sugges- Session IX. 171 tion: Too far ahead there is nothing but your Giovanna Melandri dream; just behind, there is nothing but your Minister of Cultural Heritage memory. But in the unfolding present, people can be creative if their vision is gathered from and Activities the promise of actual things. Italy (Walter Lippman, Drift and Mastery) And so, as we part company and I am forced CLOSING REMARKS to bid you all Godspeed, I say that we have all It is a great honour for me to thank, on behalf of been enriched, nay, transformed by these magi- the Italian Government, all of you that so actively cal days of interaction, reflection, exploration have participated at this Conference. I would re- and learning. We all go back to our tasks, to our ally like to underline the hope and the good news quests, and in the words of T. S. Eliot: that have emerged in this Conference that now we are about to close. For the first time the inter- And the end of ase our exploring, national institutions talked about culture and Will be to arrive where we started, economic growth together. And the word that I And know the place for the first time. really want to underscore is together. La novita della Conferenza di Firenze sta nel fatto che qui non si sono riunite solo le istituzioni che per competenza o per mandato internazio- nale sono abituate a lavorare nel settore della cul- tura. Per la prima volta, anche tante istituzioni internazionali e Autorita governative che si occu- pano di sviluppo economico hanno parlato di cultura e del modo in cui essa pub far parte a pieno titolo di una strategia tesa a promuovere uno sviluppo sostenibile. Sostenibile, innanzi- tutto, sotto il profilo umano. Hanno cominciato a lavorare sulle metodologie di intervento. Hanno compiuto i primi passi per verificare le possibi- lita di coordinamento e di azione congiunta. Per la prima volta, i responsabili delle politi- che culturali di decine e decine di paesi hanno avuto l'opportunita non soltanto di incontrarsi fra di loro, ma di incontrare le Banche di Svi- luppo, le istituzioni multilaterali, i Ministri del Tesoro e delle Finanze, i responsabili delle agen- zie di sviluppo. Come rappresentante della categoria dei Mi- nistri della Cultura, lasciatemi dire che questo e un fatto davvero eccezionale. Anzi, permette- temi di rivolgermi direttamente ai 40 Ministri della Cultura che in questi giomi sono stati pre- senti alla Conferenza. Oggi, cari colleghi, il no- stro ruolo all'interno dei Governi non e certamente pari a quello dei ministri dell'econo- mia. Ma un domani potrebbe non essere plu cosi. La valorizzazione del patrimonio culturale dei nostri Paesi pub essere motore di crescita econo- mica e di sviluppo sociale. L'Italia, che dispone di un patrimonio di ricchezze straordinario lo ha capito ed oggi vuole condividere con voi questa consapevolezza e questo impegno. 172 Culture Counts Fra ambienti della cultura e ambienti dello svi- delle componenti legate alla crescita culturale. E luppo economico non e facile incontrarsi e lavo- sono convinta che questo sia vero non solo per i rare insieme, anche all'interno di ciascun paese. paesi pHi avanzati-che gia da tempo hanno Troppo spesso, e penso ai paesi pia sviluppati, il compreso l'importanza delle caratteristiche settore culturale viene scarsamente coinvolto knowledge based dei processi di sviluppo e pos- nelle scelte che riguardano i processi di sviluppo sono permettersi di dedicare ingenti risorse su economico. Cib comporta un duplice rischio: da queste direttrici-ma soprattutto per i paesi in parte del settore culturale, quello di chiudersi in via di sviluppo, in cui l'esistenza di grandi emer- se stesso, in un universo chiuso in cui diventa in- genze sui beni primari e la carenza di risorse fa si possibile crescere e cogliere tutte le opportunita; che si possa piii facilmente mettere in secondo da parte del settore economico, quello di non ri- piano l'azione volta allo sviluppo della cultura e conoscere le potenzialita e il ruolo delle risorse delle infrastrutture culturali. culturali nei processi di sviluppo economico e di Da queste convinzioni il Governo italiano e coesione sociale. partito quando ha proposto, insieme alla Banca La Conferenza di Firenze ha aperto una strada. Mondiale, di organizzare la Conferenza di Fi- Una strada lunga, che va ancora interamente per- renze. Quando si parla di sviluppo economico il corsa, ma sulla quale in questi giorni abbiarno compito dei dirigenti politici e di essere presbiti, mosso i primi, significativi, passi. Voglio ringra- e non miopi. II nostro compito e di promuovere ziare la Banca Mondiale, il Presidente Wolfensohn uno sviluppo e di pensare alle generazioni fu- e il Vice Presidente Serageldin, per l'impegno che ture, a cui abbiamo il dovere di consegnare un hanno dimostrato e per lo stimolo innovativo che mondo in cui le dotazioni ambientali e culturali questa istituzione e stata in grado di esprimere nei siano non solo preservate, ma arricchite grazie ai mesi di preparazione della Conferenza. Voglio nostri investimenti e al nostro lavoro. ringraziare anche l'Unesco, per la cooperazione "E mondo di oggi-scriveva Bertold Brecht- prestata alla Conferenza e per avere prodotto, in- puo essere descritto dagli uomini di oggi solo a sieme con l'Italia, il documento che e stato presen- patto che lo si descriva come un mondo che puo tato questa mattina ed e aperto al contributo ed essere cambiato". Essere presbiti significa dare all'integrazione di tutti. Esso non soltanto rias- avvio oggi ad un'impresa che dara i suoi frutti sume lo stato della riflessione in materia di tutela nel futuro. e valorizzazione del patrimonio e della creazione Cosi e stato, quindici anni fa, quando il tema culturale, ma pone anche le basi per un vero e pro- dell'ambiente, della sua conservazione e del suo prio piano di azione in tali settori. corretto utilizzo come risorsa produttiva, fece ir- E' l'incontro fra le diverse istituzioni interna- ruzione nella discussione politica internazionale zionali e le diverse autorita nazionali, il loro lavo- ed anche nelle linee di intervento della Banca rare insieme guardando al futuro, che ha fornito Mondiale. Permettetemi un piccola nota biogra- un "di piu" ai lavori di Firenze. Se, come dice- fica. Mi occupavo allora, per una organizzazione vano il poeta latino Giovenale, "I'oscurita del fu- non govemativa del mio Paese, la Legambiente, di turo e la maledizione del genere umano", anche politiche ambientali. Ricordo bene che l'idea di in- grazie al lavoro di questi giorni abbiamo contri- trodurre la nozione di "sostenibilita ambientale" buito a rischiarare la strada che conduce al futuro parve un vincolo incompatibile rispetto all'obiet- dei nostri Paesi, un futuro sostenibile che non di- tivo dello sviluppo economico. mentichi, ma anzi valorizzi-nel villaggio glo- Successivamente, le istituzioni internazionali bale-le radici culturali di ognuno. cominciarono ad aprire gradualmente le loro I1 Governo italiano ha sostenuto e continuera ad procedure all'intervento in campo ambientale- appoggiare con convinzione questa direttrice di creando apposite facilities e stimolando i canali lavoro. E' una convinzione che nasce, per quanto bilaterali. Col procedere dell'esperienza, vennero riguarda il passato, dalla tradizione culturale ita- messi a punto criteri, procedure e metodologie liana e dall'esperienza che abbiamo nel campo adeguate, mentre i riflessi della discussione poli- della conservazione del patrimonio e della promo- tica si manifestavano nel miglioramento delle le- zione delle attivita culturali. E del talento. gislazioni nazionali e dei trattati intemazionali. In futuro, ne sono convinta, lo sviluppo econo- Oggi, l'intervento in campo ambientale, sia di- mico vedra sempre piui aumentare l'importanza retto che indiretto, e diventato uno dei perni Session IX. 173 delle politiche di cooperazione allo sviluppo, e impatto e misurabile sia nell'immediato che nel ha vasti effetti non solo nel campo delle infra- lungo periodo. La gestione del patrimonio, inol- strutture ambientali, ma anche in quelli dell'in- tre, oltre ad arricchire in modo permanente l'of- dustria, dell'agricoltura, dello sviluppo urbano, ferta di servizi di elevata qualita, e in grado di della qualita sociale. esercitare un forte impatto sullo sviluppo territo- E la banca Mondiale stessa, con la creazione riale, attraverso il turismo e, piu in generale, at- del Global Environmental Facility apriva una traverso la qualita del territorio e del paesaggio. nuova strada al finanziamento di progetti am- E vorrei dire la qualita di vita delle persone bientali. Non lo voglio negare, io ero all'epoca tra La conservazione del patrimonio culturale at- quelli che guardavano con sospetto e scetticismo tiva, infine, una filiera produttiva di grande a questa linea di intervento della banca che po- interesse sia per l'utilizzo di tecnologie e profes- teva apparire come un maquillage sull'ordinaria sionalita tradizionali, sia per l'introduzione di gestione della banca. Oggi a distanza di anni nuove tecnologie e per il contenuto delle attivita devo riconoscere che invece se mai un errore fu di ricerca che diventano necessarie. compiuto, fu quello di non coniugare da subito Nell'era delUa rivoluzione digitale, infatti, anche ambiente e cultura nella linea di azione del GEF. la cultura puo essere scomposta in pacchetti di bit Ma oggi, da Firenze, possiamo lanciare una da far viaggiare sulle Autostrade della Comunica- nuova sfida. zione. Se, grazie alla Rete, si moltiplicano i canali Cosi come e stato per l'ambiente negli ultimi di distribuzione da parte dei media, si moltiplica la quindici anri, negli anni che apriranno il terzo liberta di scelta, si va incontro all'esistenza di gusti millennio, dobbiamo lavorare per riconoscere e e propensioni differenziate e, al tempo stesso, si utilizzare in modo adeguato il legame fra cultura moltiplica la domanda di contenuti da far circolare e sviluppo economico. nelle Autostrade dell'informazione. Dobbiamo far si che la cultura-quella dei se- Vorrei fare un solo esempio al riguardo: la coli trascorsi e quella della nostra contemporaneita world music, che all'inizio poteva sembrare l'esito -attragga la stessa attenzione e la stessa mobilita- di una ricerca antropologica senza reali sbocchi zione intemazionale conquistata dall'ambiente. economici, si e presto trasformata in un auto- Dobbiamo fare evolvere le prassi istituzionali, nomo genere musicale contemporaneo, con la a livello nazionale e a livello sovranazionale, in sua industria, i suoi prodotti, il suo pubblico, i modo da creare un nesso fra ambiente e cultura, suoi profitti. partendo dall'esigenza comune della tutela e Ma dobbiamo ricordarci che potra circolare della conservazione. sulle Autostrade dell'Informazione solo quel Dobbiamo riconoscere il potenziale di im- contenuto culturale che saremo in grado di tute- patto produttivo e occupazionale e di coesione lare, raccogliere, conservare e far conoscere. Non sociale implicito in una crescita sana ed equili- deve sfuggire a nessuno, infatti, il pericolo che su brata delle attivita legate al patrimonio e alla cre- queste produzioni possa accumularsi, a danno ativita culturale. dei paesi meno sviluppati, un divario che rischia Dobbiamo avviare una fase di start-up, di co- di diventare ancora pi'u grave di quelli che ben struzione di esperienze pilota, di scambio delle conosciamo relativi ai beni e alle infrastrutture di migliori pratiche. base. Questo divario e un'ipoteca pesante sulle Dobbiamo potenziare gli strumenti di inter- chances di sviluppo umano ed economico di una vento della cooperazione multilaterale e bilate- larga parte del mondo. rale; rafforzare il partenariato fra i soggetti, nel In questi giorni abbiamo imparato che cultura mondo delle istituzioni culturali e nel mondo e sviluppo economico stanno insieme non solo dello sviluppo economico. perche lo sviluppo e influenzato da fattori cultu- Sono queste le non poche cose che dobbiamo e rali ma anche perche la cultura puo diventare vo- possiamo fare. Su tutte queste direzioni di la- lano per nuove attivita, nuove professioni, nuova voro, possiamo ben dire che usciamo dalla Con- occupazione. Le risorse per la cultura non hanno ferenza di Firenze arricchiti, con nuove idee, con quindi solo l'obiettivo di consolidare il settore piu' chiarezza. E' emerso chiaramente in questi culturale in senso stretto, ma possono ambire a giorni, ad esempio, che la cultura offre opportu- piii generali obiettivi di sviluppo, soprattutto su nita di sviluppo e di occupazione tangibili, il cui base locale. 174 Culture Counts L'Italia, come ben sapete, ha una particolare la scelta di destinare una quota significativa delle vocazione in questo senso. Negli ultimi tre anni, nostre risorse della cooperazione allo sviluppo a il Governo ha ampliato le risorse disponibili per progetti per il patrimonio e la cultura. il settore culturale, chiedendo in cambio a questo L'Accordo di Partenariato firmato dalla Banca settore un maggiore coinvolgimento sulla mis- Mondiale e dal Governo italiano negli scorsi sione dello sviluppo. Con una recente riforma, il mesi e un segno di tale scelta e ha reso possibile, Ministro per i beni e le attivita culturali e entrato quale primo risultato tangibile, l'organizzazione a far parte del Comitato dei Ministri che deci- di questa Conferenza. Esso ha inoltre permesso dono la programmazione economica. Fondi pre- l'insediamento della Task Force incaricata di in- levati dalle Lotterie nazionali sono stati dedicati dividuare gli ambiti di collaborazione tra l'Italia al patrimonio, con il vincolo di finanziare pro- e Banca Mondiale nel settore del patrimonio cul- getti che permettessero un ampliamento dei con- turale. Sono grata, a tale riguardo, al Ministro de- sumi culturali a vantaggio del pubblico piu ghl Esteri, Lamberto Dini, per aver subito messo ampio. Nelle regioni piii arretrate d'Italia sono in a disposizione della Banca Mondiale, sul Trust corso numerosi progetti-anche grazie al ricorso Fund appositamente costituito, la somma di cin- a fondi dell'Unione Europea-che coniugano il que miliardi di lire per I'avvio del programma di restauro dei monumenti, il recupero urbano, e collaborazione previsto dall'Accordo. del paesaggio la rivitalizzazione dei centri storici Si tratta di un primo stanziamento, al quale al- e la promozione turistica. tri seguiranno gia nel corso del prossimo anno, e Questa nuova politica ha permesso, in pochi che, mi auguro fortemente, saranno affiancati da anni, di riaprire al pubblico la Galleria Borghese, analoghi finanziamenti da parte di altri Paesi do- il Cenacolo Vinciano e la Domus Aurea, la fa- natori. La partnership tra l'Italia e la Banca Mon- stosa Reggia di Nerone e di ampliare, in un pros- diale e, infatti, aperta a tutti coloro che credono simo futuro, la Galleria degli Uffizi. Ma altre nel ruolo della cultura nei processi di sviluppo decine di progetti, nel grande "Cantiere Italia sostenibile. della cultura" sono in corso, e ci consentiranno in Da parte mia, desidero confermare che il Mini- pochi anni di offrire nuove mete e una migliore stero dei Beni e delle Attivita Culturali e pronto a accoglienza ai visitatori di tutto il mondo che formire il suo contributo a questo sforzo comune, vengono in Italia per scoprire una delle culle non soltanto attraverso la piena disponibilita delle della civihtm europea e mediterranea. sue competenze professionali, che sono gia entu- Forte di questa esperienza, l'Italia appoggia siasticamente partecipi de.l'impresa, ma anche miii mettendo a disposizione della Task Force ade- modo convinto i paesi e le istituzioni impegnath guati locali situati in un edificio storico di Roma. nella conservazione del patrimonio culturale. Ma Nonal sufficinte, edifilo sforzo-pe Ruan per vincere questa gara non bastano buone Non e sufficente, pero, lo sforzo-per quanto gambe, occorrono cuore e cervello. Come ab- grande-di singoli paesi o di istituzioni merito- gamb, ocorrno coree cevell- Cme a- re. Ci vuole un cambio di visione. Ci vuole una biamo imparato in questi giorni, non si tratta solo va unsambiolezza . Ci vuole un a di aumentare le risorse finanziarie. E' altrettanto nuova consapevolezza. Ci vuole un'agenda in- necssaio efiir lemetdolgi e e tcnooge ternazionale che introduca l'intervento in campo necessario defimire le metodologie e le tecnologi culturale fra le politiche condivise. Ci vuole una adeguate-che variano in funzione delle tradi- moltiplicazione degli sforzi e del coordinamento, zioni di ciascun paese-cosi come formare il per- fra le istituzioni internazionali e fra gli Stati. sonale specializzato. E' necessario completare i Come caratterizzare questa nuova agenda? In cataloghi e favorire la ricerca. E' necessario co- questi giorni, la Conferenza ha risposto a molte niugare impegno e fantasia ed investire non solo delle domande da cui eravamo partiti. Tornando sui luoghi di maggiore attrattivita turistica, ma a casa vorrei che noi tutti portassimo con noi una anche sulle strutture che preservano la memoria sorta di decalogo con cui partiamo da Firenze per della storia e delle civilta, come gli archivi e le bi- continuare il nostro lavoro. Eccolo blioteche. * Primo. Qualsiasi azione in campo culturale In ognuna di queste direzioni, l'Italia e parte- deve rispondere a due criteri etici fondamen- cipe di numerosi progetti di cooperazione in- tali. Usando le parole di Amartya Sen, la prima sieme a paesi in via di sviluppo, da quelli piii sfida per l'azione culturale e l'accessibilita, e strettamente scientifici a quelli di formazione, a cioe la capacita e la possibilita per tutti di poter quelli di restauro e conservazione. Abbiamo fatto comprendere e godere i frutti della cultura. La Session IX. 175 seconda sfida e che il dibattito culturale sia * Settimo. Accanto al patrimonio architettonico, pubblico e democratico, in modo che a tutti sia archeologico e museale, non vanno sottovalu- concesso il diritto di esprimere le proprie pre- tate le altre attivita culturali, che hanno legami ferenze. Sulla cultura, insomma, si gioca senza non solo con la conservazione della memoria mediazioni l'etica dell'uguaglianza di oppor- ma anche con la sua valorizzazione all'intemo tunita e l'etica del pluralismo. di una moderna industria dei contenuti. Penso Secondo. L'azione in campo culturale non pu6 ai libri, alla musica, alle arti visive, allo spetta- limitarsi solo allo stanziamento di risorse fi- colo dal vivo e alle infrastrutture che consen- nanziarie per specifici progetti. E' preliminare tono alla creativita culturale contemporanea la costruzione di infrastrutture giuridiche di potersi esprimere. Quella creativita che e un e amministrative adeguate. Soprattutto nel anticorpo potente all'esclusione sociale e ai campo del patrimonio, l'obiettivo della valo- processi di degrado rizzazione non pu6 essere perseguito se, * Ottavo. La globalizzazione dell'economia e prima, non vengono effettuate l'identifica- l'aumento degli scambi culturali non gene- zione del patrimonio, la catalogazione, la sor- rano in modo automatico un processo di con- veglianza, la manutenzione, il restauro, la vergenza. Nulla ci assicura, in altri termini, formazione delle professioni culturali. che le identita e le culture di ogni paese siano * Terzo. Sono molti e diversi i modelli istituzio- preservate, e che dappertutto si consolidino e nali nel camnpo delle politiche per il sostegno crescano le attivita e le industrie collegate alla della cultura. I soggetti in campo sono quattro- cultura. II pericolo di marginalizzazione delle lo Stato, i governi locali, il settore non profit e il culture locali e reale e va efficacemente contra- settore privato-e ciascun paese presenta un stato. Ma non si tratta di un pericolo da affron- mix variabile di queste quattro componenti. I1 tare bloccando la circolazione della cultura, lavoro di institutional building deve partire dalle quanto piuttosto promuovendo in modo at- tradizioni di ciascun paese e fornire lo spunto tivo e consapevole l'espressione culturale di per un proficuo scambio di esperienze. ciascun paese e favorendo le sue ricadute in- * Quarto. La cultura e, dal punto di vista econo- dustriali e produttive. mico, un bene misto. Presenta componenti * Nono. Gli accordi internazionali in materia di pubbliche, componenti meritorie e compo- beni, di servizi e di investimenti devono tenere nenti private. Questa caratteristica va tenuta conto delle specificita del settore culturale, dei ben presente sia nel lavoro di costruzione isti- suoi prodotti e delle sue attivita. Questo e cer- tuzionale, sia in quello di organizzazione dei tamente un argomento controverso, ma sono progetti d'intervento. La componente privata convinta che esso meriti piii di una riflessione, e quella piu facilmente assoggettabile alle pro- anche in seguito alla Conferenza di Firenze e cedure di valutazione proprie delle banche in- pensando al prossimo Millennium Round. ternazionali di sviluppo. La componente * Decimo. Accanto all'azione diretta in campo meritoria chiama in causa il settore non profit. culturale e a quella che pub essere giustificata La componente pubblica va coperta con un si- da obiettivi di sviluppo economico, da Firenze stema di tassazione efficiente e con l'inter- e emerso il grande tema dell'impatto culturale vento delle donazioni internazionali. delle politiche di aggiustamento e di moder- * Quinto. La natura mista dei beni e delle atti- nizzazione strutturale. Come per l'impatto vita culturali e l'obiettivo del pluralismo con- ambientale, sembra affermarsi l'ipotesi-che e sigliano che l'intervento in questo campo ancora al primissimo stadio e che necessita di avvenga coinvolgendo attori e soggetti diver- ulteriori approfondimenti-che gli effetti cul- sificati, seguendo il metodo del co-finanzia- turali di tutte le politiche di sviluppo vadano mento. Vengono cosi ridotti i rischi a carico di controllati e valutati, e che si tenga conto ciascun finanziatore, e si ha la base per un effi- nell'implementazione delle politiche delle cace monitoraggio delle realizzazioni. possibili azioni di accompagnamento e di con- * Sesto. L'intervento sul patrimonio culturale non trasto degli eventuali impatti negativi. si deve limitare a pochi siti puntuali, ma deve L'agenda che abbiamo cominciato a costruire coinvolgere la gestione del territorio e la salva- a Firenze non e facile, ne limitata. E siamo tutti guardia del paesaggio. In Italia, tra meno di consapevoli che le risposte alle molte domande sette giomi, discuteremo proprio di questo nella con cui questa Conferenza ha avuto inizio non Prima Conferenza Nazionale sul Paesaggio. possono venire soltanto da questi quattro giorni 176 Culture Counts di lavoro. Da Firenze inizia un processo. Da Fi- James D. Wolfensohn renze partono molte proposte. Da Firenze na- President, The World Bank scono nuove iniziative, bilaterali e multilaterali, governative e non governative. CONCLUDING REMARKS Ismail Serageldin, prima di me, ha fornito un I thank all of you for your interest and attention, quadro molto ricco e interessante dei follow up and for your inem and atte possibili e di quell su cui le istituzioni qui pre- and for your passion and concern about culture senti hanno manifestato l'interesse ad un impe- and development. There may be different views gno diretto. about the interest of the World Bank, what we Per quanto mi riguarda, e per quanto concerne are doing and what we are not doing. Let me gli impegni del Govemo italiano, desidero con- clarify matters. fermare che l'Italia e pienamente disponibile a First, we deeply appreciate the efforts of farsi parti attiva per favorire la prosecuzione di UNESCO and the Government of Italy. With re- questo processo. Cosi come abbiamo fatto a Fi- spect to the Bank's efforts, we are trying to renze, l'Italia e in grado di fornire ospitalita e so- change the orientation of our institution so as to stegno alle iniziative che muovano da qui. Un be more sensitive to cultural matters. We want to sostegno convinto e solidale in cui non ci sen- place cultural matters in their rightful place at tiamo soli, ma parte di una piui ampia comunita the center of development. That does not mean internazionale che, attraverso l'iniziativa delle that every project is a cultural project. But it does sue istituzioni, di altre autorita governative, delle . . . organizzazioni~~~~~~~ non go'ntv e el I. mean that every project needs to be sensitive to organizzazioni non governative e delle ishtiu- culture. And that is a very important element of zioni culturali, ha intenzione di mettere lo svi- culture thtis a vo l luppo culturale al centro dell'attenzione politica what we are tizng to do. per il prossimo decennio. We recognize that we have not been sensitive Sono fiduciosa che altri Paesi saranno pront enough to many things. One of these concerns is ad accettare le sfide lanciate a Firenze e vorran ri- our lack of sensitivity to cultural history and to cercare nel nuovo millennio che si apre la strada the traditions of the countries in which we oper- di uno sviluppo economico che sia, innanzitutto, ate. There has been a lot of criticism about people un mezzo e non un fine. Perche I fine continua ad coming into countries and designing projects essere l'uomo, la qualita della sua vita, la sua ric- without knowing what they are doing. I am sure chezza culturale e spirituale, la sua capacita di vi- that this is true. But it is less true today than vere in pace. E senza distruggere le risorse del maybe it was in the past and our hope is that this pianeta. will no longer be a concern of client countries in the future. What my colleagues and I can do is to ensure that in the projects that we have done in the past, where we have had problems, that we will do ev- erything in our power to fix them. And in future projects, we must be sensitive to, and include proper recognition of cultural values and his- tory. These issues must be considered at the time we are designing projects. This would be a big step forward. It absolutely requires the Bank to engage in a learning experi- ence, and a listening experience, from people in communities, from UNESCO, and from bilateral partners such as the Government of Italy, so that we can improve Bank efforts. We do have advantages. We do US$30 billion of projects a year-that is a lot of money. If those projects are done with sensitivity, and are made more acceptable, they are more likely to be owned by the people in the communities. Session IX. 177 To me culture in sustainable development is would ask that when you meet with Bank peo- like breathing in and breathing out. If you ple, give them a chance. They are trying to re- breathe in, you need to breathe out. If you do a learn, to understand, and to make a better project, it needs to be culturally sensitive. There contribution to people's well-being and to pov- is no conflict, it is a natural way of doing busi- erty alleviation-with a better understanding of ness. It is just the way you breathe. And so, we culture and of history. have to learn a new way of breathing-of doing The only thing I can say to you is that it is worth our work naturally. the fight. If we can change the major financial in- We need members of the community to un- stitutions to have a more humanistic and cultural derstand that the Bank is really trying to change. approach, it will be in everybody's best interest. It If we are met with stereotypes about how terrible will be done without seeking to displace or replace the Bank is, how it doesn't understand, how the anybody or diminish any institution. Everyone staff is ignorant and/or awful, Bank officials will be better off if we attend to the cultural and may react against that negative perception. I traditional tenets of the conmmunities we serve. PART THREE SEMINARS, THEmATIc WORKING GROUPS, AND LEcGURES Seminars Organized by UNESCO Italy for having invited UNESCO to organize a seminar on cultural indicators, in view of the MEASURING CULTURE AND DEVELOPMENT: considerable experience that the Organization PROSPECTS AND LiMrrs IN CONSTRUCTING has in this domain, and the recent advances that CULTURAL INDICATORS have been made through the publication of UNESCO's biennial World Culture Report. he Seminar took place on Tuesday 5 Octo- The introduction was followed by specific in- ber, in the Plenary Hall of Fortezza Da terventions from the individual panelists which T Basso, from 16.30 to 18.30 p.m. It was orga- can be summarized as follows: nized as a series of interventions by seven inter- * Culture in economic and industrial terms has national experts and was attended by some 60 gained new significance over the past decade, observers, among them government representa- to the extent that cultural sectors have become tives, heads of national statistical offices, and targets of national economic development pol- leading international scholars. icies in many trading countries. As this hap- The objective of the meeting was to exchange pens, there continues to be a need to build an experiences and policies in connection with re- "organized" approach fostering more rigorous search on culture and development statistics. and relevant indicators that monitor the vital- Drawing on the complex and multifaceted nature ity of the culture sector activities worldwide. of world cultures, the seminar should attempt to * The research carried out since 1996, parallel to identify specific implications and concerns in the the preparation of the World Culture Report, process of statistical analysis. A wider policy-ori- has from its very beginning defined the con- ented aim of the seminar was to increase the struction of cultural indicators of develop- awareness among national ministries, not only of ment as one of its priorities. In this way, the culture but also of finance, of the soundness of in- Report has been planned, from the very begin- vesting in research on culture and development ning, to complement the statistical work being as a useful tool for policy decision-making. carried out by UNDP Human Development The chairperson who welcomed the panelists Report (HDI) and the World Bank's World De- and observers on behalf of the Assistant-Director velopment Indicators. General for Culture opened the seminar. She . Despite the many methodological and concep- thanked the World Bank and the Government of tual difficulties of establishing culture indica- 181 182 Culture Counts tors on a global scale (availability, credibility, ply, "amateur" activities which go beyond the comparability, the "wealth bias"), the first is- cultural goods market). sue of the World Culture Report succeeded in * The work carried out by the WCR has tended presenting culture and culture-related indica- to focus on cultural vitality measured by mar- tors for 150 countries, and nearly 200 data keted outputs. Other issues could be mea- items were included and distributed among 30 sured by looking at obstacles & means in tables. This work is currently being strength- relation to culture. "Cultural conservation in- ened through consultations with UNESCO dicators" are needed to monitor the state of ex- Member States and collaboration with na- isting cultural assets; new data categories tional experts. must be created on cultural creativity aspects; * The recognition that culture has been ignored as well as on the ability of people to work to- in development is now widespread in the gether for their own development (motiva- World Bank. While skeptics still put pressure tion, coherence, etc.). for proofs, the climate in the Bank is that cul- * International dialogue is crucial because sta- ture has been ignored in development "to our tistics are inherently a matter of trust. peril". The need for a more comprehensive de- UNESCO has a fundamental role in standard- velopment strategy has recently been defined, izing statistical concepts, definitions, and clas- for instance in connection with the World sifications at the global level. Some of the Bank's country strategies. Several activities difficulties with indicators also arise, not be- (analyses, studies, and surveys) presently be- cause lack of data, but because of conceptual ing carried out by the Bank would constitute inadequacy. New avenues actually exist for important areas for future collaboration with testing new concepts and linkages in a more UNESCO's World Culture Report. comprehensive fashion in the context of a * While indicators, statistics and benchmarking broad concept of sustainable development. is a powerful tool in the information society to induce the desired response, stimulate reform, Conclusion and guide behavior, more transparency is needed, both in culture markets and in cul- The World Bank's emerging interest in the eco- tural institutions if we want to contrast under- nomic aspects of the impact of culture on sustain- investment in culture. The returns on cultural able development and the contribution it may investments are notoriously distant in time, tren t ty samevtime, isowever,y posisk unpredictable, dispersed. trend. At the same time, however, there is a risk - A given figure means nothing unless it is inter- that action programs on culture and develop- preted in accordance with the principles on ment disperse into minor, unconnected projects. which the indicator was devised and its specific Indicators must therefore be defined in the limitations. Contradictions emerge in termns of framework of the advances made in recent years, limitationaland nractice emes in ther of and the seminar has more than clearly shown the rationality adpractice when it comes to themi- value and necessity of collaborating intemnation- terpretation of indicators by policy-makers. It is crucial to begin by clarifying the aim of devel- ally in this domain. oping cultural indicators; its contribution to the In order to strengthen the process of broaden- resolution of an identified, practical problem in ing measurable and reported aspects of world the areas identified as important by cultural cultures UNESCO should pursue its develop- policy and industry decisions-makers. ment, in collaboration with the World Bank, * The debate on the definition of culture is not UNDP, and National Statistical Institutes, of a suited to the very modest (but extremely diffi- comprehensive research program focusing on cult) aim of establishing cultural indicators for the creation of new hard data on the linkage be- widespread use. One must begin by tackling tween culture and development. fields that cannot be disputed (cultural em- ployment, cultural expenditure, the economic Panelists importance of cultural fields) and move into Lourdes Arizpe what people actually do with culture (con- Professor, Researcher sumer habits in relation to professional sup- Centro Regional de Investigaciones Seminars 183 Multidisciplinarias (CRIM) Organized by Council of Europe, Ministry UNAM of Canadian Heritage, and the Open Sakiko Fukuda-Parr Society Director of the Human Development Report Office United Nations Development Programme PRIVATE AND PUBLIC SECTOR PARTNERSHIP FOR Paolo Garonna COMMUNITY DEVELOPMENT Director General ISTAT-Italian National Institutefor Statistics Vera Boltho, Head of the Cultural Policy and Ac- tion Division of the Council of Europe, intro- Leo Goldstone duced the issues which make the topic of this Statistician, Director seminar essential to deliberations on culture and World Statistics Ltd sustainable development. Paul McPhie The global economy and far-reaching techno- Assistant Director logical developments have important implica- Education, Culture and Tourism tions for cultural policy. These changes are Statistics Canada making existing objectives and implementing Canadian Heritage mechanisms of national cultural policy obsolete. Paul Tolila The beginning of the 21st century presents us Director with the challenge to redefine the meaning of the Departement des Etudes et de la Prospective public good and the shape of public space. As we Direction de l'administration generale emerge from several decades of profound and Ministere de la culture et de la communication rapid social and economic transformation, and as Joseph E. Stiglitz the dust begins to settle, we are increasingly Senior Vice President) aware that our reality is marked by a fundamen- Development Economics and Chief Economist tally different relationshidp between culture and The World Bank economy. It carries great potential for culture and democracy, but also great risks. For most of human history expressive culture and its mediators, the cultural institutions, have been aligned to the dominant spirit, purpose, and goals of their society. Today the situation is different. This difference is our great challenge. An objective of this seminar was to discover the purpose and objectives of cultural policy at the beginning of the 21st century and how it should be organized and implemented in terms of incen- tives, regulation, and public support. What is the role of the public sector, the pri- vate and community organizations? What are the priorities? In response to this introduction regarding the opportunities and risks at stake for cultural pol- icy, the central objective of the seminar was an in- vestigation of new tools, regulations and incentives for cultural policy. A schematic overview of the Challenges for Cultural Policy: New Tools and Mechanisms was presented by Bernard Wicht, Chairman of the Council of Europe's Culture Committee, and Charles Landry of Comedia. These two speakers emphasized that there is a new architecture, which is developing to set the objectives for public policy. This architecture is increasingly characterized by a 184 Culture Counts sharing of management responsibility between revitalize the social development agenda. In tan- the public and private sectors. The very different dem, it has also formulated innovative policy re- context within which cultural goods are now de- forms to support culture and to protect the veloped and exchanged requires innovative and natural environment. In this context, we are wit- flexible management. nessing a release of cultural creativity and vital- Two concrete illustrations of the new forms of ity by celebrating regional, ethnic and social regulation and management of the cultural traditions. Likewise, decentralization and new sphere through public/private partnership were institutional arrangements, such as tax exemp- presented. Jennifer David, Director of the Ab- tion packages, are being used to promote private original People's Television Network (ATPN), investment in cultural industry and the preserva- Canada, illustrated how the ATPN is a pioneer tion of historic heritage-all of these measures experience and has become an essential instru- bring us closer to a modern concept of society ment funded by civil society for the many dis- and development (Weffort, 1998). The construc- persed indigenous nations of Canada. Ephim tion and de-construction of collective identi- Shluger (see a summary of his presentation be- ties-a transformation that has shaken all aspects low) of the Woodrow Wilson Center demon- of the established canons of culture- in the face strated that legislation and tax deductions in of current globalization which undermine them Brazil have effectively doubled the available fed- simultaneously from "above" and "below", eral funds earmarked for cultural projects. The should not be underestimated. introductions to the topic and these two fascinat- The responsibility for the wide range of cul- ing interventions were the jumping off point for tural policies, particularly those related to pres- an engaged discussion from the floor, which oc- ervation activities, is formally circumscribed to cupied the greater part of the time allotted for the the authority of the State. Unfortunately though, seminar. more often than not, insufficient technical re- Franco Passacantando, Executive Director of sources and a lack of long-term strategies have the World Bank, summed up the proceedings. hampered the implementation and development He drew attention to the fact that this seminar, of adequate management and preservation pro- which had been particularly well attended, had grams. The earlier policy orientapon in which the remained throughout, highly animated. These State would shoulder the responsibility and costs facts, he said, illustrated both the topical impor- Stt wudshoulder the respon andacsts for preservation activities has been exhausted tance of the theme, and the need to take it further. He~~~~~~~, calduo.h,oie epnil o the and is no longer viable. Presently, new partner- He cared upon the bowies responsible tor ihe ship programs are assisting local initiatives, and seminar to consider how it maybe possible to in- resources are being mobilized through partner- crease public knowledge and access to data on ships established between the federal and local the new regulatory architecture which is servimg * cultural policy. In her thanks to those who had anunis ateoscomunrty groups, founda- contributed and to Mr. Passacantando, repre- tions andprvate sectorenterprises. senting the World Bank, Ms. Boltho said that the This essay attempts to review and analyze the Cultural Policy and Action Division of the Coun- context in which new trends of cultural heritage cil of Europe would be happy to consider the preservation are taking place in Brazil, namely possibility of carrying forward the work it had by assessing past and present action programs, begun in the seminar, in cooperation with other new initiatives based on tax exemption laws (the interested parties. Mecenato Program), and programs that actively promote partnerships between the local adminis- trations, civic groups and private sector for the Ephim Shluger revitalization of local culture and the preserva- tion of monuments and historic sites. CULTURAL HERITAGE STRATEGIES IN BRAZIL PROMOTING PUBLIC-PRIVATE PARTNERSHIPS Conclusion Summary VWhat have we learned from the experience of a public-private partnership initiative based on tax In recent years, Brazil has adopted swift policy incentives aimed to promote sustainable social measures to adjust and stabilize its economy and and cultural development in Brazil? The new Seminars 185 policy instrument has triggered positive trans- turnaround during a short period of time due to formations by which cultural affairs are defined essential funding received from the private spon- not anymore by the State institutions alone, but sorship. New productions, including prizewin- in partnership with civic groups and private in- ning films, such as "Central Station", were vestors. The process is regulated in a transparent funded using one of the accounts of the Mecenato way and projects are funded through a competi- program geared to foster the production of new tive selection process. In addition, with broader movies through the tax exemption mechanism. stakeholders' involvement, new elements of tan- gible and intangible cultural expressions found For a complete text of this paper, please send an in Brazil's rich diversity are being mainstreamed. email directly to Ephim Shluger, The raising of extra-budgetary resources, from Shluger4@erols.com voluntary deductions of corporate owned in- come taxes, is arguably one of the best ways of addressing the issue of chronic resource deficits For information about the seminar, Investing in (i.e. budget) afflicting the cultural sector. How- the Tangibles and Intangibles in Intercultural Dia- ever, the amount of resources raised through the logue, contact the World Culture Report Unit, Mecenato Program has yet to reach the levels con- UNESCO Culture Sector, 7, Place Fontenoy, sidered adequate for supporting the broad range Paris, France; fax 0033-01 45 68 55 94. of activities submitted to the Mecenato Program For information about the seminar, The World for funding, as well as to carry out the recurrent Bank's Approach to Culture and Sustainable Devel- expenditures for cultural programs and heritage opment, contact Ms. Tia Duer, Culture and Sus- preservation. tainable Development, Social Development Unit, New answers often bring old problems, and World Bank, 1818 H Street, NW, Washington, DC this is all the more true when the problems are 20433. not as new as seemed at the first glance. This is certainly the case of the regional economic dis- parities and social and economic stratification in Brazil. The awesome concentration of industrial and agricultural production, as well as trade in the Southeastern states of Brazil, particularly in Sao Paulo and Rio de Janeiro, is clearly reflected by the funds collected through the Mecenato Pro- gram- the Southeastern states led with about 99% of the total tax contributions raised in 1992 and 85% in the fiscal year of 1997, while all other regions combined shared 15% of the amount raised in the latter period. (Moises J.A., op.cit). This glaring regional imbalance in economic de- velopment and the concentration of wealth only deepens the imbedded social differentiation and opportunities to access cultural resources. The Ministry of Culture admits that revisions of the tax incentive policy may be introduced to com- pensate for the regional imbalance, while it is fully aware that introducing control mechanisms to compensate for these distortions may distort and pervert the market-led competitive spirit that underlies the Mecenato Program. Lastly, I conclude on a positive note by shar- ing a successful experience of the Mecenato pro- gram. The case in point is related to the Brazilian movie industry, which experienced a remarkable Thematic Working Groups Thematic Working Group 2 and Seminar Cathedrals for Environment-Financing Culture and Nature for Generation to Come The IUCN has combined its report from its seminar, "Callfor a Culture and Environment Compact: The Questfor Sustainable Development", and its Thematic Working Group 2, "Cathedralsfor Environment- Financing Culture and Naturefor Generation to Come." The seminar and working group were organized by IUCN and the Mountain Institute. Organized by IUCN and the Mountain Challenges Institute Time is of the essence. Since the appearance of The World Conservation Finance Initiative humans on our planet, there have never been Report and Plan of Action changes as drastic and far reaching as those of re- cent decades. W A T e continue to loose World Heritage- With expected continued population growth, both cultural and natural-to finite ex- further acceleration of this trend must be ex- tinction. Institutions for the conserva- pected. All over the world, the pace of decisions, fion of culture and the environment have been actions and local change increases as a result of strengthened over recent decades, but overall in- population growth, globalization, infrastructure, terventions remain too little, too late, and too modern media, and technologies. short-lived. We have not stemmed the growing At present, it is hard to match the magnitude tide of losses of indigenous languages and of the "extinction challenge" with effective and knowledge, priceless art, traditional crafts, cul- timely action: tural landscapes and of biological species, rain- * Most cultural and environmental institutions forests and other ecosystems. are under funded and carry little political A fatalistic outlook on extinction is unaccept- weight. able, because conservation is achievable and . Decisions tend to be left to the market-expos- within reach, and because benefits of saving ing timeless, irreplaceable goods to short term world heritage transcend the confines of eco- intellectual fashions. This contrasts starkly nomic valuation. with the acclaimed concept of 'sustainable de- To conserve our cultural and natural heritage, withethe accl concp oflgsustainabeede basic rethinking and retooling is needed. To stem velopment", which would oblige us to protect the extinction crisis, we need to forge new, long- world heritage as an endowment for genera- term social and financial co-operative systems. tions to come. The task before us is to devise systems that can * Conceptually we treat culture and environ- more vigorously conserve our global heritage ment as objects of "charity & aid", rather than and endowment. as the requisite social and natural capital for 186 Thematic Working Groups 187 future development. "Mainstreaming the en- icano de Museologia, a number of Italian institu- vironrnent" is a postulate, but not yet a reality. tions, and several others. Our thinking rarely moves beyond short-term Representatives of these institutions were also administrative cycles. This leads to good largely represented at the IUCN seminar "Call projects, which once "concluded and dis- for a Culture and Environment Compact. The bursed" lack the prospect and means for re- Quest for Sustainable Finance" and the IUCN taining their achievements over the long run. working group "Cathedrals for Environment. Fi- nancing Culture and Nature for Generations to Come" at the Florence Conference, where they Remedies addressed: * Learning from and designing innovative reve- The conservation movement needs to be better nue generation systems at local, national, re- equipped to match all of these challenges. Key el- gional, and global levels ements in any improved system must be solid in- . The need for innovative, co-operative, and stitutions, long-term programs and commitments, low cost fund management and assured flows of funds. * A work plan to move from reviews of options Sustainable finance for culture and nature in fundraising and fund administration, to a conservation must become "systemic" locally, promotional and piloting phase over the com- nationally, and on a global basis. This requires ing 12 months. the development of additional funding sources, and a move beyond a predominant dependency on the state. There is scope to move in this direc- Work Plan tion with increasing engagement of civil society and private sector actors. In order to get the Task Force's work program started, we suggest the following priority activi- Goals and Action ties over the next 12 months: 1. Task Force Work Plan, and Promotion, Building up towards the Florence "Culture including strategies for capitalizing key Counts" Conference in October 1999, discussions conservation organizations; next meeting on the subject of Sustainable Finance for Culture to be hosted by UNESCO World Heritage and Enviroanment were iitiated already n 1998, Center, probably in March 2000; further with participation from a broad gauged working planned: report-backs at EXPO 2000 in coalition. Significant support for initial meetings June, and at the IUCN World Congress in was provided by the World Bank, UNESCO, Amman in October 2000. Getty, Deutsche Bank, and more recently by the 2. Baseline Mapping of innovative mecha- World Conservation Union-IUCN, and the Bel- nisms for fundraising and fund adminis- lagio Forum. tration, in collaboration with the World To move this emerging World Conservation Bank and others. Finance Initiative towards tangible operational 3. Development of a Conservation Finance results in 2000, The World Conservation Union- Internet Site to house guidelines on sustain- ITJCN undertakes to serves as the center of a Task able finance, directories, and good-practice Force, bringing together experts in the fields of case studies on existing funding mecha- culture and nature conservation and in finance, nisms, building on the IUCN site Financing from a range of committed institutions-among Protected Areas economics.iucn.org/fpa and them the World Bank, the International Finance recent World Bank information services. Corporation, UNESCO, bi-lateral development 4. Regional Initiatives/Consultations and a organizations, the Deutsche Bundesstiftung Um- Technology Roundtable, in collaboration welt, Deutsche Bank, the Bellagio Forum, the with Deutsche Bank and Information World Commission on Protected Areas, the Technology Industries. InterAmerican Development Bank, The Aga 5. Conceptualization and launching of Pilots Khan Trust for Culture, the Instituto Latinoamer- for sustainable funding. 188 Culture Counts Outputs * Short list of new and innovative mechanisms for fundraisin8, With tis collaborative work plan, we aim to - Better understanding of mechanisms for effi- have the following by November 2000: cient and equitable fund administration, and - Intemet-based clearinghouse on Sustainable * First specific pilot projects underway. Finance for Culture and Nature Conservation, Thematic Working Group 7 and Seminar Valuing Heritage-Beyond Economics ICCROM has combined the reporting of its seminar and thematic working group 7, both entitled "Valuing Heritage-Beyond Economics." ICCROM, organizer formation that allows them to compare different heritage projects and also heritage projects with T he working group, "Valuing Heritage-Be- non-heritage projects. Particularly, institutions yond Economics," was the continuation, financing development projects, with a growing and test to reality of the results obtained in interest in cultural development, insist on this the Forum held under the same title at ICCROM kind of evaluation because they can then be com- from September 30 to October2, 1999 in Rome. This pared with evaluations of other projects. summary report reflects the discussion in the com- bined meetings. Therefore, both events will in this Limitations of Economics text be jointly referred to as the Forum. This truly Economics of the cultural environment is sti interdisdplinary discussion involved a wide varn- fairly young. There is a small established group ety of specialists and stakeholders: economists, de- of cultural economists who deal with this subject, asion makers, conservation professionals, cultural but the literature and experience is still rather anthropologists, art historians, archaeologists, sys- scarce. Considerable work needs to be done on tems specialists, and educational experts. concepts. The most successful methods are de- Economic Valuation rived from other fields of application, in particu- lar the valuation of natural environmental Evaluation techniques, quantitative or qualita- resources. Assessing benefits from cultural heri- tive, are being used increasingly for judging the tage with economic methods is important, espe- validity of projects and investments. Decision cially for convincing decision makers and making is usually about distribution of re- investors to allocate resources for its conserva- sources, which are organized in budgets. Eco- tion. Economics provides the concepts and tools nomics is therefore the principal discipline to enable attaining efficient outcomes. However, concerned with such evaluation. The cultural en- economic valuation methods have their limita- vironment has for a long time been able to avoid tions, in that they cannot be expected to consider using econormic criteria, but the pressure to ap- other criteria, like equity, competitiveness, social ply economic valuation also in this area in- usefulness or ethics, which are important when creases. Economics can provide decision makers, addressing the cultural and social values of cul- who have to allocate limited resources, with in- tural heritage. Economics is good at capturing 189 190 Culture Counts preferences expressed by individuals, on condi- tive and multi-criteria assessment methods tion that they can be provided with good infor- should also be applied as appropriate. mation, which normnally must be formulated by * Valuation of cultural heritage should be multi- specialists from other disciplines. Moreover, the disciplinary teamwork, as a response to the cultural and social values are often shared values complex multifaceted reality of social and cul- of a collective nature, highly dynamic, and of tural development. specific complexity and intricacy. * Valuation should combine a top-down ap- proach, by specialists or governments, with a Informed Decision Making bottom-up approach, involving the participa- Particular dfficulty and complexity arise tion, conscientiousness, and education of the through the interaction of processes of social, population. c Valuation methods should avoid imposing on cultural, and economic changes in societyv, where soite foeg vaue or apislyte. the various stakeholders have different, often societies foreign values or appraisal systems. conflicting interests. Priority setting and decision they souldxbe sndithe values shared by the making need better and authoritative bases for tura co the valueshd the. taking right, defendable, and informed deci- membersoftheconsideredcommunities. sions. They need to be effective for long-term Cultural and Social Values policies for sustainable human development, of which the ultimate goal is the improvement of The Forurn identified the following values of cul- the quality of life. Better information is not only tural heritage. Most can be assessed by economic relevant for decision makers or investors, but is methods, but will require complementary stud- certainly also important for shaping the public ies by other disciplines to enhance their validity opinion at all society levels. The Forum contrib- and the understanding of their results, and to ad- uted to the following objectives: dress concerns beyond economic efficiency: * To identify those cultural heritage values * Place to work and live which contribute to a better quality of life and * Fun, leisure, recreation to sustainable human development; and * Educational • To identify suitable models of assessment for * Knowledge these values, including and beyond those used * Information by economics. * Development potential * Media value, image Beyond Economics a Indirect use - Option The Forum recognized several key points. * Bequest • Cultural heritage conservation is not an iso- . Existence lated issue, but must be considered as inte- * Altruist grated in social and cultural development * Identity policies and strategies. It is therefore neces- * Social cohesion, fabric sary to understand the process of change as * Social status well as the motivations and mechanisms of * Inter-cultural dialogue priority setting and decision making. * Beliefs * Economic valuation is an important tool for * Religious ascertaining efficient outcomes of resource al- * Initiation location and the primary way of access to de- * Historical cision makers and investors. However, . Artistic, aesthetic economic valuation has its limitations and in- * Uniqueness discriminate application carries the risk of * Vulnerability, threat drawing wrong conclusions. * Authenticity * Valuing cultural heritage should be done on a * Integrity broader definition of benefits than in a strictly Besides these properties, cultural processes financial cost-benefit analysis. Besides quanti- themselves can constitute cultural values also, tative and monetary measurements, qualita- such as the process through which cultural heri- Thematic Working Groups 191 tage contributes to the quality of life, the process economists explain what economics can do and of identification, and assessment of cultural heri- what its limitations are, while the three following tage. Note that the above list must be considered presenters will introduce a series of other consid- open-ended, non exhaustive. It is quite heteroge- erations that should be complementary to or in- neous with many overlaps, reflecting the multi- tegrated with the economic approach. disciplinary nature of the approach. John Dixon, Program Team Leader, Environ- mental Economics and Indicators Unit, Environ- Complementary Assessment Methods ment Department, World Bank. Should the The Forum further considered the following as- World Bank invest in culture? And should gov- sessment methods that should be used in a com- ernments invest in culture? The answer can be plementary way: nothing other than "yes". Then hard decisions • Econometrics; are required about choices and prioritization, be- * Social indicators; cause there are not enough resources available to • Psychometric assessments; do everything as desired or required. Such deci- • Environmental impasse nts; sion making will need information about the * Penr revir entspecali im pact benefits of possible investments. Economics is Per reiew,speils drvn' the discilinme that is principally concerned with * Thick descriptions to understand values in vli dsuch is. their cultural context; vligsc eeis theirmculituralsontext;sessment. Economics have developed many techniques This is an open list, to be considered as possi- for measuring values, but they capture values Tle methods that should be csed a possl- only partially. Culture is also much concerned ble methds that hould beused in comple about values, though economists use value In a mentary way in order to provide information . . t rich enough for proper decision making. Most of different way. Economic value is only one com- these methods have had little application for cul- ponent of the more comprehensive value concept tural heritage so far. They will need considerable of social and cultural environments. study for further development and refinement in The tools currently used by economists to this area. In oreodemeasure values of cultural assets are those devel- this area. In order to determine the optimal com- bination of methods and information, study will oped by environmental economics. The econom- also be required about the decision-making pro- ics of the natural environment have indeed many also be required aboutthedecision-makingpro- comparable problems: markets often do not work, and besides the value from direct use of re- Summary of discussions sources, there is a large value derived from indi- rect use and non-use, including option values, Following is a summary of working group presen- bequest values, or mere existence value. There tations and short discussion by other participants: are valuation techniques available that can cap- Marc Laenen, Director General, ICCROM, ture these values fairly accurately and translate Rome. Those working with cultural heritage them into monetary equivalents. have long claimed a wide range of benefits for Monetary values are essential to be able to conservation. Today however there is a growing convince ministers of finance. Several studies need in equipping citizens, public officials, and from the World Bank's experience demonstrate professionals with better advocacy tools, to dem- that the non-use values of cultural assets can gen- onstrate and prove that conservation offers tan- erate convincing figures to support decision gible benefits, relevant to community well-being. making. A study in Fez (Morocco) revealed an There is also a growing need to show that these average willingness to pay (WTP) for conserva- benefits can lie in areas beyond those associated tion of the historic city center of US$70 among with conventional economic valuation, and that foreign visitors, while a similar study in Split these can be identified and measured in ways (Croatia) revealed values of US$45 among all vis- meaningful for public decision-making. itors and US$150 among local residents. These ICCROM organized a multi-disciplinary ex- figures are quite high and extremely useful to pert meeting to discuss these issues, and the back decisions about financing. working group attempted to illustrate the most Such economic measurements are normally important aspects of such discussion. Three done for very specific purposes. In Fez and Split 192 Culture Counts the purpose was to demonstrate that proposed Rome, Italy. Cultural heritage as a commodity is improvement projects could generate sufficient normally classified by economists under merit return to compensate the investments. There was goods. These are goods which individual prefer- no intention to measure or demonstrate the total ences would not appreciate sufficiently, because value of the sites. To avoid confusion, the results most individuals do not understand completely from economic valuations must always be con- their relationship with society. They are difficult sidered only within the context of the original to assess in economics, because most economic purposes. valuation methods collect individual prefer- David Throsby, Professor of Economics, Mac- ences. Because of their nature as merit goods, the quarie University, Sydney, Australia. Although public sector or governments would have to be the concept of cultural capital is sometimes used responsible for their proper appreciation and in general discourse, it is rather new to econo- maintenance. With increased income and better mists. It has the potential to help bridge the gap education, more people tend to consider cultural between how economists approach valuation heritage as something valuable for themselves. and the concerns of archaeologists and art histo- Therefore the role of the public sector for cultural rians among others as it might have an appeal to heritage conservation will be less in more devel- both sides. In general, a cultural capital item is a oped environments. In less developed economies capital asset that has cultural value, though it is the merit good nature of cultural heritage, and not clear yet what that means. It is this cultural thus the need for the public sector to intervene, value that distinguishes it from normal assets, will be more pronounced. and as an asset it is expected to produce benefits Externalities are important for convincing in the future. We are familiar with the notions of governments. One of the most important and vis- human capital that relate to investing in human ible externalities from cultural heritage is tour- skills, and of natural capital that refers to assets ism. The benefits from tourism are mainly available in the natural environment. Cultural ism.ote be from tori aremmanly capital then refers to similar assets, created by the poed t he prie r.gonmets need to use proper policies and regulations to activities of mankind. The approach to cultural sustain the public character of cultural heritage. assets in economic terms, like for asset evalua- Mo te pubic chr cultural heritage . tion, needs therefore not to be built from scratch, Morederation frcral herieisoa way IDtcan rely on work done about such other to improve education, increase interpersonal re- but . lations, create tolerance, reinforce identity, and forms of capital. One way of interpreting heritage assets as cul- support development. However in many devel- tural capital is in terms of sustainability. The oping countries, increased income and education word halsm ny tme s an anes ito . be give rise to other priorities for governments and fined more precisely. Ithas to do with solutions individuals, reducing the interest for cultural that are not a quick fix, but that have long-term heritage. Under such conditions, there is signifi- and self-supporting aspects. In application to cant danger that tourism turns cultural heritage cultural capital it can lead to considerations sim- into pure commodities if the public sector does ilar as for natural capital, where the notion of not intervene. sustainability is already quite established. Dis- Employment is another important externality. counting is an important concept for economics Most employment in the cultural heritage sector is when dealing with capital and sustainability. In public. There are many professional levels in- the case of cultural capital, discounting should be volved, but most require a quality related to inter- applied not just to economic value but also to cul- national standards. Specialized training must be tural value. Then the flow of cultural benefits in organized for several high profile, modern profes- the future has to be related to that in the present. sions. This can make a country more competitive The thinking about such mechanisms in this area with other countries, contributing to development. has only just started. It must go beyond general- Furthermore, many of the professions involved ities and be clear about meanings. Intergenera- are among those that help to shape the public opin- tional equity is thereby one of the most ion, attracting more attention to cultural heritage. important underlying principles. Richard A. Shweder, Committee on Human Paolo Leon, Professor of Economics, Depart- Development, University of Chicago. Values in ment of Economics, University of Roma Tre, culture are relative. In a certain temple town in Thematic Working Groups 193 India there is a bathing tank at the entrance. It Why do we conserve? Who will benefit from has huge importance for pilgrims, because the the investments? When asking such questions, it goddess came there and bathed, and because it is is clear that the human being is at the core-the necessary to purify oneself before entering the user, the visitor. Dealing with cultural values re- temple. Tourism is not considered important and quires a kind of idealistic approach, an intercul- eventual tourists are just ignored. Monetary tural dialogue, whereby the prime responsibility value is not at all suitable to measure the impor- lies with the public authorities, not with the tance in this case. funding agents. Willingness-to-pay analysis is an "Culture Counts" in the title of the Conference individualistic approach, while many values are can have many meanings: from the accountant's collective. viewpoint to one of cultural pluralism, but it Culture has an important social dimension: seems to imply that cultural value can be ex- the quality of the place where one lives. In this pressed in numbers. In cultural developmental- sense, the built heritage is a resource for human ism it could mean that some cultures are poor development. The diversity of heritage in vari- and backward, while others are advanced. Is it ous economic contexts or cultures makes the pro- really possible to rank cultures in such a way by cess of assessing cultural heritage itself a cultural cultural indicators? value. Culture consists of community specific ideas Cultural heritage has an important dynamic about what is true, good, beautiful, efficient. It is perspective, which makes it difficult to deter- about goals, values, and pictures of the world- mine what return to expect and how to set prior- these are the units of analysis. One of the ways to ities for investment. Heritage conservation is make these values apparent is through a thick essentially future oriented. Immediate benefits description, as used by cultural anthropologists or externalities should always be evaluated for Costs are usually financial, but benefits rarely their long-term effects and one should avoid ar- are. There are many beneficiaries: those who con- guenteta can ave ne connoio or sume, those who like the idea, those who gain cumencs, scahas ntoism. image. However, finance ministers want eco- consequencessuchastourism. nomic return and local populations usually want Besides economic information, there are other their parking place. Those who care about hen- quantitative indicators that can be collected, such tage and cultural values are a cosmopolitan elite as social and cultural. But even these can give When cultural heritage is alive it usually does only a partial picture of the values and need to be not need particular attention for its defense. Un- complemented with qualitative assessments. The derstanding is essential, and education about approach to the fundamental question-Why do what is good and beautiful is fundamental for in- we conserve?-must always be a collective, in- creasing awareness and support. Recovering terdisciplinary one. Economists have an impor- costs through taxation associates heritage preser- tant role, but other experts must help in the vation with a duty towards society. However decision-making process, in full dialogue with one should be careful with forms of regressive the local population, while making them aware taxation, like using lottery money, where it is the of the importance of heritage. An appropriate poorer part of the population that pays. balance must be stricken between material and Jean-Louis Luxen, Secretary General of ICO- non material interests, between visitors and local MOS (International Council on Monuments and population. Sites). When a few years ago the Inter-American Yoro K. Fall, Director of the International Cen- Development Bank (IDB) lent money to Brazil for tre for Social and Human Sciences, UNESCO, a project of urban renewal and development, the Lebanon. In French there is a big difference be- conservation community was against it. This was tween morals and ethics, more so than in En- because the IDB decided to set up its own conser- glish. Ethics are morals, but linked with vation unit, ignoring existing conservation ex- institutions, societies, religions. Similarly there is pertise, and because the local population was not often confusion between rights and values: val- consulted. When dealing with cultural heritage, ues are mainly for ourselves, while rights have to economics needs culture, it needs to be open to do with responsibility toward other people. Of- contributions from other disciplines for several ten there are contradictory interests involved, reasons. which make it difficult to judge who has rights or 194 Culture Counts responsibilities. In the Mediterranean area, ar- restorations, driven by belief. Ancient mosques chaeologists have searched a long time for an- are often transformed using cement, concrete, or cient Roman and Greek remains, because these marble, because in current belief, we do not have were considered the expression of European cul- to respect heritage, we must have a living place ture and civilization. This is in contrast with an for worship. ethical point of view which would recommend to David Maddison, Department of Economics, destroy all pagan temples. University College London. Willingness-to-pay It is dangerous to transpose valuations from studies must be considered in their context: a so- one society to another. Valuation will differ con- ciety which is to give up scarce resources in order siderably between different societies. Just con- to repair damage or prevent more damage. Will- sider the African languages that use the same ingness to pay can be a powerful tool to demon- single word to express good, true, and beautiful. strate to politicians that society should invest and Societies can create new objects, new traditions. is willing to invest for that purpose. Willingness One should then be careful to discover what is to pay does not put any restriction on the motives called tradition. There are nominalist societies that people have wanting to pay. Emphasis must where it is important to know the name of the art- also be put on the importance of creating the ist who created an object, and anonymous societ- mechanisms whereby economic benefits can be ies where knowing is not relevant for the value incorporated in investments. When pricing ac- concept. Often cultural heritage does not remain cess to cultural heritage sites, in particular in less with the societies that created it and understand developed countries, foreign visitors can be it. In many African countries there are monu- made to pay much more than locals, and willing- ments called stone circles. Many are now in areas ness to pay can give indications on how to go inhabited by Muslim societies, while the people about this. that created them have not lived there for a very Stephen Creigh-Tyte, Chief Economist, De- long time. The stone was originally conceived for partment for Culture, Media and Sport, United buildings for the dead, but Islam does not have Kingdom. It is good to look back from how far historic burial places. But who is now responsible we have come. In the 60s and 70s, much prepara- for the conservation of such monuments? In Leb- tory work was done on the third airport for Lon- anon ancient houses are now being recovered for don. There was a Norman church next to the site new institutions. Many shops and workshops and in order to include it in the cost-benefit bal- were expropriated in the 70s in the cities. This has ance, its insurance value was used. This would greatly changed social life. The challenge is now be inconceivable today, but we still have not recovering or recreating this social life, with new done enough work. We need to develop techni- institutions in the old buildings. cally the ways economists and other disciplines These few examples illustrate that investing in work together. It is clear that we have to work to- heritage conservation has much to do with ethics gether without false dichotomies. Many people and must be done carefully, in all senses. It re- would be surprised knowing the kind of work quires being well aware of the processes within that is already now put into decision making. Re- society. Universality is only possible inter-cultur- cently on one particular occasion the British gov- ally and each culture is a resource, an investment errnent accepted the donation of a missal in lieu for other cultures. of a tax payment. In the justification 95 percent Mounir Bouchenaki, Director of the Cultural was a description of the historical value of the Heritage Division, UNESCO, Paris. Working book, while only 5 percent was about its cost or with cultural heritage in many different societies worth. Costs and benefits should not be ex- has taught that it is important to understand how pressed just in economic terms. Costs are as- societies perceive their heritage, in particular if sessed in terms of economic, environmental, and this heritage belonged to or was created by other risk concerns, while benefits go far beyond tour- cultures. Beliefs are also a fundamental element. ism or tax benefits, but should be analyzed by Historical buildings are often deformed by bad truly multi-criteria methods. Thematic Working Group 1 Italian Bilateral Cooperation Organized by Ministry for Foreign Affairs, working group discussions during three sessions Development Cooperation of the was to: 9 Introduce some guidelines to regulate the ra- P olitical and economic action in developing tio between the system of supply and demand countries, carried out by the Department in the future; i for Development Cooperation (GDDC) of * Set forth the guidelines to orient the countries theItalian Ministry of Foreign Affairs (MFA), has benefiting from the actions and match their shown that Italy has certainly helped to enhance needs with the goals of Italian Cooperation; and spread sensitivity towards problems regard- * Demonstrate to the main interlocutors of ing the safeguard of cultural heritage. In the last MFA/GDDC the results obtained in the last ten years, 60 projects have been put forth and car- decade thanks to Italian Cooperation. ried out for the purpose, such as the following: Cultural Heritage as a Non-renewable * Enhancing the awareness of the importance Conomic Rerce and weight of the cultural property resources Economic Resource in a more purely economic sense; Cultural heritage as a resource is seen as a devel- * Directly or indirectly fostering peace pro- opment factor that can increase productive activi- cesses and detente among different ethnic ties, create jobs, influence the balance of payments groups and countries at war; through tourism, and keep traditional craftsman- * Activating and supporting first-rate public ship know-how alive, whereas it would probably and private laboratories (institutional capacity be lost otherwise. It also opens up new business building); opportunities for entrepreneurial initiatives. * Promoting the transfer of know how and the Developing countries have not succeeded in creation of new careers. setting apart and finding financial resources to The purpose of the working group was to turn cultural heritage in a source of income. So stress the role of the Department for Develop- many governments consider cultural heritage ment Cooperation as a vehicle to aid in meeting more a cost than a benefit. Developing countries the needs of beneficiary countries and as a pro- particularly need all financial instruments as moter of the services offered by the Italian sys- soft loans, subventions, tax reduction, private tem. Considering this purpose, the aim of the sponsorships, advertising campaign in order to 195 196 Culture Counts support cultural heritage as economic resource. lengthen the average life of an art object. Thus, In this process the role of national and interna- the data banks are entrusted with the task, at tional institutions is working to put into effect a least in part, of conserving the historical memory complementary action to private investments, as of mankind's cultural heritage. Conservation providing incentives. safeguarding can suffer the impacts associated The enhancement of cultural heritage as eco- with the passage of time and lack of financial re- nomic resource is possible through two kind of in- sources; and the threats from accidents, wars, or struments-joint ventures and NGOs actions. ethnic conflicts, and from earthquakes, floods Developing countries need projects and programs and other natural phenomena. The cataloguing that focus on the enhancement of local resources of cultural heritage items makes it also possible and bottom-up involvement. Joint ventures are a to recover stolen works that might otherwise to- good opportunity to speed the learning by doing tally disappear. For these reasons, in the last ten process, while NGOs, through a sharing develop- years Italian Cooperation has supported action ment philosophy, encourage the dikect involve- to set up and operate data banks in some devel- ment of local resources. oping countries, in an attempt to save local cul- When total awareness of one's own resources is tural heritage. This heritage can constitute attained, as well as the realization of a conflict be- important area resources for the development. tween reasons for conservation and those for de- A wealth of new technological tools (data- velopment, the necessity for organic and overall bases, remote-sensing, CAD, GIS) enhances activ- planning emerges, where attention is not devoted ities for conservation and restoration. Computer solely to emergencies involving monuments but technology has made possible the investigation also to the entire territory in question. and diagnostic phase of reproduction of an object A planning process of that nature must neces- or building and its virtual restoration. With the sarily take the local populations into account. It aid of technological simulation, the most appro- cannot be isolated from problems such as hous- priate method of restoration can be determined. ing, income, employment, criminality, or trans- Developing countries which have embraced the port. That is to say, human settlement represents new technology, also must make provision for a system to be dealt with in its entirety and con- training of local talent who can embrace the ex- sidered together with the lines of development treme variability and far-reaching nature of the identified on a national level. It is for these rea- potentials of computer technology solutions in sons that developing countries have expressed cultural heritage. the need of a programmed approach which goes Scientific and technological progress and the from technical assistance to governments to insti- accumulation of experiences and results of ex- tutional capacity building, and from the training perimentation are continually making available of the personnel of central and local administra- new techniques and materials for preservation tions in territorial planning as well as tools for and restoration efforts. Developing countries enhancing local resources. have shown an interest in receiving these new materials, but also continuing the research on lo- New Technological Frontiers and Safeguard of cal materials, technologies, and methods. The Cultural Heritage combination of traditional skills and technologi- Some countries, as Lao PDR and El Salvador, cal innovations constitute an important resource have shown their awareness that any type of to act as a safeguard in the thoughtful and harm- safeguarding of cultural heritage must be based preservation of artifacts. on a systematic and up-to-date knowledge of Skills and Creation of New Careers: Learing what it consists of. Action can be taken only if Paths and First-rate Laboratories one knows what there is and what its value is. Data Bankfor Cultural Heritage Filing and Cata- Cultural heritage has a unique nature, requiring loguing is a considerable body of technical and both specialists in conservation and restoration, bibliographical information, together with his- and managers and caretakers of the conserved torical and critical information, data on restora- and restored works. Following this need, Italian tion, quotations, file sources and on-line pictures. Cooperation has and will support projects in de- Restoration and preservation action can certainly veloping countries for the training of profession- Thematic Working Groups 197 als, with specialized and technical skills, who * Enhance cultural districts (establishing rules will be able to meet local demands head on. supported with technical assistance and mi- The most popular methodology in developing cro-credit) and develop cultural twinships countries is training on the job. Developing coun- with institutions or European cities; tries are particularly interested in training to pre- * Improve production techniques and quality of serve regional arts and crafts which are invaluable handicraft-goods; sources of cultural history and must be safe- * Support management of libraries, museums, guarded. Often highly sophisticated technologies archives, recovery of manuscript and missing are found side by side with generations-old ata- documents and enhancement of intangible vistic rituals with little desire for innovation. Thus heritage (traditions, folklore, music); there is an inherent conflict in developing training * Improve intercultural dialogue and support to for developing countries: skepticism of new tech- programs which improves new appropriation nologies and the need for training in the use of of cultural identity (where before t was new technologies. scorned or destroyed); New technologies education must aim to re- * Support institutional capacity building ac- spect traditional approaches of each country to- tions, university courses (strengthening sub- ward the protection of its cultural heritage, and jects related to management and economy of at the same time promote new skills. Education cultural property) and post-graduate courses will not only enable proper restoration and con- in place at regional level, and vocational servation, but teach how to develop strategies courses in place (schools) in Italy; needed for preventive care. * Increase scholarships, but only ones related to Entreprenieurial management emphasizes the projects; aspects of use of cultural heritage. New profes- * Increase projects submitted by NGOs, simpli- sionals (cultural heritage managers) have to take fying administrative procedures; into account economy, effectiveness, and effi- * Support small and medium enterprises in the ciency while observing the principle of safe- field, fitting/simplifying the procedures to es- guarding the object or building. Managerial tablish joint-ventures; training should focus on marketing and commer- Support awareness/spreading campaigns and cial policies to aid in increasing revenues and ac- promotion of private sponsorships; fivifies that will enhance localresources. *Connect with the World Bank to launch techni- tvities t w ealo cal resoue cal assistance (or feasibility studies) before start- However, developing countries need profession- igwt motn eeomn rgas als who have to be aware that cultural heritage ing with important development programs; arewoiae tro ber aarketg sthategy bcaulu oa the * Define and enhance integrated infrastructures reurepoermrktn srteybcas,o h programs when necessary in connection with particular character of works of art, as non-re- cultural heritage as economic resource. newable resources. For more information please contact: Conclusions Fabrizio Ago Department Development Cooperation The following recommendations resulted from at the Ministry of Foreign Affairs the three sessions of the working group, and Phone: 0039-06-36916208 6205 have to be considered as the major results of this Fax: 0039-06-3240585 initiative. The future action of the Italian Cooper- E-mail: ago@esteri.it ation should focus on the following: * Define regional programs (Maghreb and Participants Mashrek) with the involvement (and financ- ing support) of other Italian institutions at re- Francesco Anania, Mediocredito Centrale gional and municipal levels; Fabio Boiani gDefione andstoicipal centers recoveryprogram Vincenzo Bonelli, Dir. Reg. Feder. Industrial * Define historical center recovery programs Association of Tuscany with the aim to get the socio-economic system Giorgio Bonsanti, Head Chief Opificio delle Pietre working again and, in a more general sense, Dure e Laboratori di Restauro, Florence enhance heritage as a non-renewable eco- Edda Bresciani nomic resource at a national and local level; Andrea Bruno, Politecnico of Milan 198 Culture Counts Anna Maria Ceci, expert Dept. for Development Gianludovico de Martino, Head Office XVI Cooperation Department for Development Cooperation Sergio Cipolla, President CISS Marina Miconi, Dept. for Development Michele Cordaro, Director Central Institute for Cooperation Restoration, Rome Sultan Mohaissen, Ministry of Culture, General Stefano Baia Curioni, Institute of History of Direction of Antiques and Museums, Damascus, Economics, University Bocconi Syria Roberto Gagliardi, Consorzio Pisa Ricerche Antonio Giammarusti Fabio Pistella, MURST Gherardo Gnoli, President, IsIAO Massimo Preite, University of Florence Angelo Guarino, President, Target Cultural Fondazione Rosselli Property Project of CNR Francesco Sacco, Information Laboratory, Giancarlo Izzo, Head Office XV-UTC Dept. for University Bocconi Development Cooperation Walter Santagata, University of Turin Vincenzo Petrone, General Director Development Elena Sardi de Letto, Department for Development Cooperation Cooperation Marialina Marcucci, Vice President of Tuscany Daniela Skendaj Region Riccardo Viale, Director Fondazione Rosselli Thematic Working Group 3 Cultural Economics, Identity, and Poverty Reduction Organized by The World Bank The discussion of operational issues revolved around two themes: participation and informed his working group discussed operational debate, and the constraints and comparative ad- and research work that is needed to further vantage of the World Bank in regard to culture. T the Bank's strategy in culture and poverty This paper summarizes the first two discussions, reduction. Prior to the meeting several docu- and then presents the questions for research that ments were circulated to participants: an over- emerged. view of the Bank's current work in culture, as well as a preliminary draft paper on "Culture and Eco- Participation and Informed Debate nomic Development" by S. Alkire, V. Rao, and M. Perhaps the most central problem both for re- Woolcock, and the framework paper, "Culture search and for operational work was how the and Sustainable Development" by K. Duer. The discussion of culture was framed by a num- people, whose culture counted, could meaning- ber of conceptual understandings which were so- fully discuss the value of their past and current lidified in the discussion, such as the following: cultural practices and participate in the ongoing * The World Bank's attention to culture arises in shaping of their culture. Discussion focused on respect to its core mandate of poverty reduction. the following: * Culture is a broad term that includes 'ways of * Discovering value. It is often necessary to take life' in all sectors, as well as in the arts. into account local preferences-even if these * Culture can have both positive and negative are aesthetic, for example regarding the 'shape' effects on well-being; it is not always good. of a boat-in order to have effective projects or * Culture is dynamic; groups modify, adopt, simply to avoid project failure. Understanding and discard practices over time. value priorities can also be crucial to building * Culture involves groups, but groups may nin- more meaningful activities. Participatory pro- grate, or their composition may change. cesses thus require systematic tools for address- * An attention to culture can both be useful as a ing values questions. Operational research is means to more effective development, and be required to identify the strongest tools, and lev- valued as an end-in-itself. There is no need to els and forms of analysis. choose one of these perspectives only; both * Informing participation. Poor participants, but apply. also governments drawing up comprehensive 199 200 Culture Counts development frameworks, simply do not have Bank culture and contextual knowledge access to the information they require in order Tw to have an informed debate on the menu of al- The culture of the Bank' was raised as an issue in ternatives that are both technically and finan- a number of ways. The habit within the Bank of cially feasible, and the cultural impacts of each identifying best practices obscures the fact that alternative. In the absence of this information, what is an effective practices in one setting may participation is an insufficient mechanism to rarely be effectively transplanted without adjust- make development express local values (val- ment to the new context. Another example is that ues which themselves are dynamnic and con- Bank missions, even in the recent past, do not nec- tested). Research and operational work are essarily have a deep knowledge of the countries necessary to identify exactly what knowledge they advise, nor do they necessarily consult with is necessary for informed participation, and professional counterparts in the country. This how that knowledg canfbest begenerated and gives an impression of arrogance and rigidity shared with participants. (which has been noted, for example, in client feed- Promoting dignity. One way of structuring back surveys). And it compromises the effective- support for participation is to conceive of the ness of policy advice. The Bank will have to desired outcome as giving dignity to the change how it does missions if it is to carry the cul- poor-during participatory processes and as ture focus (and the participatory focus) forward. their outcomes. This entails attention not only Innovation within the World Bank to economic processes of exclusion, but also to the inability of economically poor agents to ex- A set of innovative pilot investments in culture_ press, generate, or further develop their cul- has now reached the stage of documenting and ture, and to shape development interventions disseminating the experience. However it is not according to it. Supporting cultural expression clear what information would substantively in- hence becomes necessary. terest task teams, and what format would be of - Sustaining pluralism. Participatory processes most use (web page, workshops, books). Similar should deepen their potential to mediate questions will surface for other attempts to main- value conflicts, and to operationalize the con- stream culture. cept of tolerance. Cultural conflicts and the ethics of intervention World Bank-Structure, Task Teams, There are cultural norms that conflict with inter- Conditionality national human rights. The World Bank has not Participants drew attention to the difficulty for a developed an explicit position on when to inter- group of outside advisors to make proposals that vene or to inject debate, or when to refuse to sup- feed into the technicalities of World Bank opera- port governments or projects on ethical grounds. tions, because they are complex. This being said, Members of the group recommended that it do a few general comments on internal Bank proce- so. In practice the Bank does take positions on a dures were made. number of issues-child labor, cultures of cor- ruption, gender relations-but the line between Structural constraints respecting cultural difference and confronting The bulk of Bank lending is made to governments culturally embedded injustice is not clear. One and must be repaid. This structure shapes how a proposal was for the Bank to make loans condi- feasible program on culture and economic devel- tional upon respect for a few basic rules (not to opment can be run. It also raises questions for re- torture, not to imprison without charge). Such search about the instrumental value of cultural conditonality could be enforced mutu11 b lending for effectiveness. In particular, will invest- other borrowers, or by a council of trusted ment in culture, through indirect and direct routes women and men. (social cohesion, tax revenue collection), increase financial returns? Standard economnic work on the Questions for Research downstream and multiplier effects of investments Proposals regarding the research agenda could in culture is required to address this issue. be grouped into three categories: values institu- Thematic Working Groups 201 tions and norms, multidisciplinary analyses of comprises a second topic. When researchers from World Bank projects, and intellectual rights. different disciplines work on the same project, Each of these is summarized below, and fol- their analyses demonstrate the disciplinary lenses lowed by particular research questions. more starkly than papers written on two different Beliefs, values, and informal institutions projects. This is helpful in understanding the comprise a wide, ill-understood category of insti- complementary contributions of different disci- tutions that are generated and sustained by cul- plines. Also, such research may uncover over- tures and that in turn directly effect a very wide looked variables, or provide information as to the range of economic behaviors. The importance of relative significance of different variables. It could these institutions is increasingly recognized, but recommend alternative operational approaches the tools for their study are far less developed that would be more effective in that context. than those for formal institutions. This complex- * What are the economic, social, and cultural re- ity makes informal institutions most suited for turns to investments in small-scale tourism, multidisciplinary research, that blends qualita- and in the crafts and design industry? How tive and quantitative analyses, and explores how can these returns be compared and evaluated? they can be 'taken into account' both procedur- * What are the cultural attributes and extemali- ally (in participation) and theoretically, through ties of Bank projects in traditional sectors? modeling. * How should impact evaluations weight or * How can participatory processes systematically value cultural impacts that are not adequately discover the values at issue in any investment? represented by economic returns? * How can participatory processes be institu- * What implications do decentralized funding tionalized and sustained as more than one-off mechanisms have for the integrity and gover- exercises? nance of nation states? * How can participatory processes deepen their * When should support for culture be framed in to promote sustainable pluralism terms of the protection of public goods? When potendtalo promote communte s? should global funds be set up for the protec- and to mediate conflict in communities?.tonfcuurlesre? * In stable states, formal and informal institu- intelleutual ris,uicl i e tions are largely congruent; in unstable re- propects of includin d intel- gimes, or during times of transitions, these property rights of cultural producers and intel- insttutonsdivrge Howcana btte uner-lectual rights of local and indigenous communi- institutions diverge. How can a better under- ties, needs further research. The research-from standing of informal institutions help agencies legal, anthropological, economic, and business tosupportformalinsttutionaldevelopment? angles-should encompass how local knowl- • How can programs operationally address the edge can be used both for public benefit, and also disconnect between social values reflected in for the economic benefit of poor communities. living culture, and transplanted institutional An additional complexity exists in protecting the forms? How can external agents balance their intellectual rights of indigenous and other aim to respect local institutions, and their aim groups, for whom local knowledge is held in to craft more effective institutions? common and is constantly evolving. * At what threshold does inequality (economic . How and when should the intellectual rights or cultural) become socially unacceptable? of poor indigenous groups be protected? Why? * How can economic incentives for cultural pro- * Economic liberalization brings an increase in duction reach the real local producers? individualist values over against cooperative . How can intellectual property rights support values. What is the economic impact of these pro-competitive strategies in developing cultural value shifts in the long term? countries? * At what junctures do recommendations for . How can the existing intellectual property poverty reduction conflict with possible 'cul- rights legislation be adapted to situations in tural' recommendations (regarding the sup- developing countries to stimulate bottom-up, port for indigenous languages)? pro-poor activities? Can this be done through Multidisciplinary studies of Bank sector governments? work-be it in infrastructure, agriculture, cultural * How can the convention for biological diver- industry, common property, or governance- sity work for local people? How can the private 202 Culture Counts sector (pharmaceutical, agro-industry) be Marcel Fafchamps (Deputy Director, Centre for the turned to benefit local communities? Study of African Economies, Oxford), * What are the necessary and sufficient condi- Deepa Narayan (Principal Social Development tions for traditional groups to manage conser- Specialist, PRMPO, World Bank), vation areas, building on their own traditions Frank Penna (Managing Director, Policy Sciences while increasing their quality of life? Center), Jean-Philippe Platteau (Director, Centre for Research on Economic Development, Namur), What is Next? Vijayendra Rao (Development Research Group, World Bank), On the basis of this working group meeting, and Jerome Reichman (Professor of Law, Vanderbilt), of ongoing discussions within the World Bank, a Eckehard Rosenbaum (Ministry of Economics and research agenda for culture will be drafted, and Technology, Germany), projects will be identified where some key oper- Fabio Sadgati (Professor of Economics, Politecnico ational issues will be implemented and analyzed. di Milano), Ninna Sorensen (Centre for Development Research, Copenhagen), Participants Michael Walton (Director, Poverty Reduction (PRMPO), World Bank) and Aijun Appadurai (Samuel N. Harper Professor of Sabina Alkire (PRMPO, World Bank; rapporteur), Anthropology, Univ of Chicago), as well as several observers. Manuela Da Cunha (Professor of Anthropology, The meeting was convened by Michael Wal- Univ of Chicago), ton and Tia Duer, and the sessions were chaired Tia Duer (Leader, Culture in Sustainable by Michael Walton and Vijayendra Rao, who Development Group, ESSD, World Bank), also organized the meeting. Thematic Working Group 4 Culture and National Millennium Commissions Organized by the White House, Many countries are commemorating their her- United States itage and promoting sustainability through heri- tage trails that journey through their history, and N t early fifty countries decided to mark the preserve environments to provide both recre- new century and the millennium by es- ation and spiritual pilgrimages. Countries are tablishing official commissions, or by harnessing this historic time to showcase their designating independent entities to promote the national historic treasures, artistic traditions, and cultural and natural heritage of their nations. diversity. They are challenging their citizens to In late 1997, it became apparent that national envision their future. Preserving heritage is es- millennium commissions shared many of the sential to sustaining development and retaining same aspirations and faced a number of the same community identity. practical issues. In 1998, the governments of Italy The representatives of the national millen- and the United States, with assistance from the mum commissions have met three times over the Howard Gilman Foundation, provided an inter- past eighteen months; therefore this meeting in national forum for the national commissions to Florence on October 6, 1999, served to allow the compare their respective cultural millennium participants to report on progress, exchange programs, and to discuss cooperative efforts. The ideas, and seek new opportunities for intema- millennium commissions throughout the world tional cooperation. continued to meet periodically and foster ideas Participants reported substantial progress in and programs for the 21't century. the development of national programs to com- All the participants were impressed to find memorate the new millennium. While these na- that at least six common themes dominate the tional programs varied greatly depending on the work of the millennium commissions: demon- different circumstances of each country, they strating how science and technology shape the shared many common elements and were united future, sustaining the environment, promoting by common philosophies and assumptions. the well-being of children and youth, creating In several countries, the year 2000 coincides trails and pilgrimages, preserving cultural heri- with important national celebrations, such as tage and preservation, and bringing people to- 1,000 years of nationhood in Hungary and Ice- gether for peace and reconciliation. land, or the millennium of Christendom in Italy, 203 204 Culture Counts Iceland and Israel. For Italy and Israel, the mil- programs focusing on youth and children, taking lennium brings a great need to accommodate pil- the new millennium as an opportunity to create grims and other visitors and to improve the sites a better environment for new generations. Oth- of major interest to visitors. Other countries have ers have focused on preserving important local also seized on Pope John Paul II's plea for Chris- cultures, subcultures, immigrant cultures, or in- tians to make a pilgrimages during the Jubilee digenous cultures. Year by opening pilgrim trails. The development The millennium commissions are addressing of heritage trails, pilgrim trails, and greenways is these critical community concerns through a a popular theme, since these trails combine his- broad variety of programs. From designated mil- torical, environmental, and cultural elements; lennium town spaces in the 435 communities in serve as a legacy for future generations; and of- Norway; to restoration of city parks in the United ten require involvement of local communities. Kingdom, to sponsoring community festivals in Some countries have been able to link their heri- Mexico; and to designating Millennium Commu- tage trails-Canada and the United States, for ex- nities in the United States, there is an urgent rec- ample-and others have developed trails based ognition that viable communities offer their on migration and discovery that inherently in- citizens a cultural and economically sustainable volve other countries. Iceland has designated the path to the future. Norse routes from Norway to Iceland and on to Although most millennium commissions have Newfoundland, Labrador, and the Northeastern an overwhelming responsibility to engage citi- United States as a heritage trail, and is develop- zens in the goals, several cooperative programs ing activities along the trail to commemorate the have emerged. The national millennium com- Norse voyages of 1,000 years ago. missions are joining together under the leader- Virtually all programs seek to involve commu- ship of Canada to invite youth to address the nities and gain support of individual citizens. Pro- challenge of racism and ethnic intolerance grams are generally not fully funded by national throughout the world. Another coordinated ef- governments. In most cases, the national govern- fort will promote philanthropy, and ask people ment provides partial, often minimal, funding for to give gifts to the future. Lead by the United certain activities and depends on local govern- Kingdom, the 91 commissions are linking to- ments, the private sector, and individual citizens gether through a universal website listing their to develop further funding. Communities and activities to commemorate the 21st century. private citizens are also generally encouraged to It is in this spirit that the national millennium develop activities under a broad framework. commissions convened again under the auspices While this need to find local or private funding of the World Bank Conference on Financing, Re- and support creates some uncertainty, members sources, and the Economics of Culture in Sus- agreed that it is necessary to ensure that the activ- tainable Development to encourage the ities are truly national, are relevant to the national preservation and promotion of culture in com- experience as defined by the people, and have munities around the world. popular support. Activities ranged from large na- tional events and celebrations, such as France's Ms llennum Commissions Actvities nationwide picnic along the Prime Meridian, to Canada. Heritage and culture are intricate many smaller projects equaling a larger whole. themes of the Canadian millennium celebration The participating countries' programs also as funds for new works of art and partnerships showed a thematic unity. Nearly all programs for community-based projects are created. Cana- were forward looking, ta king the arrival of the dians see the millennium as an opportunity to new millennium as an opportunity to make a talk, celebrate, write, and learn about history and fresh start, to do certain things better, or to begin culture. Preserving indigenous arts, crafts, and to correct long-standing problems. Protection of cultural skills will be emphasized through books, cultural, environmental, or historic patrimony is film, art, theater, and the Internet. a major undertaking of the commissions, usually Restoring historic buildings and creature heri- with a view of making this patrimony more ac- tage trails to link communities are among the im- cessible and understandable to future genera- portant projects which the commission will tions. Most commissions also have developed promote. The projects are funded in part by the Thematic Working Groups 205 government with the remainder coming from tion between the past and the future. The main community support. Raising funds at the grass- themes of the Commission are reconciliation and roots helps ensure community involvement, sup- mutual respect among people and honoring a port, and commitment. country where three monotheistic religions France. The French commission is organizing started. and supporting over 250 events, including a The year 2000 will be a turning point for the party on December 31, in which the municipali- tourism industry as the number of tourists are ties of the country will erect large doors to open expected to double in the next several years. Year and greet the New Year. A festival of music and 2000 will not only see investments in tourism in- picnic along the Greenwich Meridian have been frastructure, but also in celebration and preser- planned as well. These large rallies will give all vation of the culture of Israel. One of the citizens the opportunity to interact with each programs-2000, the Concert-will take place in other at the dawn of the new millennium. all the denominations of churches in Jerusalem The commission has signed agreements with throughout the year, as they celebrate the city about 20 municipalities to support a program in and its many artists. The majority of these events which a particular city will be focusing on a par- have been financed by the private sector with the ticular theme, from youth and youth programs to Israeli government contributing approximately space and the planet Earth. The central govern- 30 percent. ment has signed agreements with municipalities Italy. The focus for the Italian capital is to in which the projects will be decided at the local , ,s, _ ,,, ,, ~~~~change the city, working in the tradition of the level. The Commissions will be one of the spon- Jubilee years, which normally spur building and sors of the Literature Express Train, which wlln change. Rome expects to host as many as 30 mil- tour through 11 countries with 100 writers from lion pilgrims throughout the year 2000, doubling .35 countries.lo lgm hogot h er20,duln H5oungarye. T n m c w the normal yearly visitors. This will have a major the ner Hungian stath. impact on the historic center of Rome. Eha 1 h asnbeepace on progaria v tatewill Major efforts are under way to coordinate dif- Empreser hastoric sites, on facs .an ferent local authorities to ensure that services preserve historic sites, build new facilities, anda ilb vial o llvstr.TeAota create new art. The commission will be giv will be available for all visitors. The Adopt-a- support to Hungarian communities in Austria, Monument program will encourage schools to Poland, Czech Republic, and Slovakia that have study and support historic restoration. Italy will Poland, sharedchi Thepu d cmssiovkill tcae have host a major conference on "migration in the next ashared history. The commission will declare a century" and will present a charter of citizen special day of the family, on Gifts to the Future to end i ntegrater of itizen Day, February 29, 2000. grghts to encourage integration of immigrant Iceland. The Leifur Eiriksson Mvillennium groups while respecting cultural diversity. Commission will commemorate the discovery of Norway. Norway's goal is to promote cultural North America with the construction and sailing change and innovation with focus on looking to of a Viking ship along the route sailed 1,000 years the future rather than reflecting on the past. ago by Leifur Eiriksson; the ship will arrive in Norge 2000 has a mandate through year 2005 with Newfoundland on October 9, 2000. Meanwhile an ultimate wish to promote peace and reconcili- there will be exhibitions of contemporary and ation. There are 200 projects nationwide, relying classical Icelandic art in North America, and a largely on signs and symbols, including a millen- large Smithsonian exhibition in Washington, DC. nium flame and nationwide system of beacons. Musical and theatrical events commemorating Pilgrim Sail will send Norwegian sailing ships the turn of the last and current millennium have to different countries; stops are planned now in been planned, with a large music festival in the London, Brest, and Trondheim, with a peace spring of 2000. There may also be collaborations message carried by Balkan young people trained with other countries through the Nordic Council in conflict resolution. There are also plans to cre- of Ministers. Iceland will also be celebrating the ate a pilgrimage map of Europe. recognition of the parliamentary decision recog- Philippines. The National centennial celebra- nizing Christianity as the national religion. tion was held last year, so few special programs Israel. The year 2000 is important for Israel as are planned for the millennium. Rather the coun- it will link the people of the Holy Land, a connec- try will be focusing on a theme of oneness and 206 Culture Counts national identity. The Philippines has a long his- endangered historic sites and bring support tory with other countries-Spain, the United through private and public funding. The millen- States, Japan-all of which have had a big impact nium trails program has been established to cre- on their culture. They will try to focus on the ate greenways and recreational trails for culture, 2,000-year history of the Philippines rather than heritage, recreation, and other purposes. These the history since the Philippines was formed. trails have been established from abandoned ru- There will be a focus on the indigenous popula- ral roads and railways. Currently, 16 national tions who have remained unchanged for thou- millennium trails have been established with the sands of years. The commission wants to open a plan to announce 47 state trails. Local communi- National Gallery which would be a permanent ties are encouraged to develop trails. The Millen- place to house the creativity of its people and to nium Green program will plant 40,000,000 trees stimulate the creation of new art., to preserve gardens and forests. South Africa. Millennium programs will be Experience with private sector support. The linked to fund-raising activities to benefit chil- Israeli program offers tangible advantages to dren, the disabled, and the poor. A concert on business. It is often easier to gain support Robin Island will be one intemational event. Spe- through advertising and the media. The United cial programs will be hosted in other cities Kingdom has had good success when corpora- throughout the country. tions compete for exclusive sponsorships. Often, Spain. The programs will be focused in Seville private sector support of many small projects be- and branch out to other cities in Spain rather than comes substantial when looked at as a whole. In having a central government program. The main Canada, there is a need to strike balance between focus will be on multiculturalism, children, and private sector support and excessive commer- international cooperation. cialization. Corporations use projects in their ad- All the planned programs will make people vertising, which can help publicize millennium reflect on themselves and to act together. The projects, but also tie projects to the corporations program will also host the first interactive mu- in a commercial way. The United States has had seum of music in Europe. This project will be success directing requests for corporate support able to connect international channels and opin- to areas of corporate interest. However, a prob- ion programs, one that will integrate the individ- lem exists when corporations are multinational ual citizen into the larger community and to and have a diminished sense of national identity. integrate Seville into the global village. Racism: Stop It Action 2000. This program is a United Kingdom. The millennium commis- partnership linking youth, governmental organi- sion launched a program which provided 20,000 zations, NGOS, and corporations to promote the small grants for local communities to finance mil- end of violence and hatred. It will invites 18- to 21- lennium celebrations. These celebrations will be year olds to take one of 21 different challenges to extremely diverse and reflect the character of the eliminate racism in their schools. Youth teams will individual townships. The millennium stadium be chosen to come together for national meetings. in Cardiff opened to welcome the Rugby World A conference will be held with artists from around Cup and has become very well respected mainly the world in early March. The concert will be due to the local grants that were provided. broadcast internationally March 21 and a web site The commission has proposed that an Internet has been created for this event. The web site will site be established to provide a presence for the contain a Stop Racism cyber petition with the abil- millennium commissions and to provide easy ac- ity to post messages. The United States and United cess of information on millennium activities Kingdom are cooperating with this project. through hot links. The United Kingdom can de- European Union. European Union members velop and manage the site, but promotion must have committed to cooperate among themselves be the responsibility of the commissions or oth- and to keep informed about millennium events ers in individual countries. and programs. The EU is concentrating on a United States. The outcomes of the millen- small number of ongoing projects that show nium events are to encourage creativity and gen- promise of having popular support. Programs erate citizen participation with the goal to with a European focus can expect to receive a provide leadership and stimulate activities. Save special EU logo and special EU patronage. Over America's Treasures is a project focusing on 100 80 percent of projects are addressing culture. Thematic Working Groups 207 The Vatican. The Pope is encouraging every- dedicated to youth. People will be encouraged one to go on a pilgrimage in 2000. The European to donate to charities their last day's earnings Pilgrimage 2000 is linked to the European Council of the millennium in order to benefit the chil- of Churches. These pilgrimage routes lead to holy dren of the new millennium, It will use Febru- sites and common cultural heritage. Visitors will ary 29 as a day to announce the fundraising see natural and built heritage sites and appreciate results along with other countries that are do- local practices and religious traditions from every ing the same thing (South Africa and Norway). faith in the world. A plan has been made to estab- * United States will announce its plan at the lish a pilgrim map of Europe, similar to the Middle White House National Conference on Philan- Ages pilgrimage trail already marked in Norway. thropy, October 22. * Hungary will declare a special day of the family. Designation of Special Days. * Iceland will host a special day dedicated to fighting drug abuse. * The United Kingdom's Designation of Gifts- * France will host a children's concerts and to-the-Future Day, February 29, 2000, will be other events. Thematic Working Group 5 Cultural Conservation in East Asia Organized by the World Bank country representatives discussed their priorities for cultural heritage activities; the major con- Os, ver the past 15 years East Asia has expe- straints they face in accomplishing their goals; rienced tremendous economic growth. and the ways in which the World Bank, other do- This growth however has been at the ex- nors, and specialized institutions can be most pense of some of its valuable historical heritage helpful in accomplishing their goals. The work- and cultural diversity. Historic sites and tradi- ing group also benefited from the participation tional arts have suffered in the push for modem- of specialists from Australia, Denmark, Fiji, Ger- ization and economic development. There is many, Israel, Italy, Japan, Palestine, the United now a growing awareness of this loss and recog- Kingdom, and the United States. The Italian Ex- nition that cultural heritage preservation and ecutive Director of the World Bank, Franco Pas- modernization need not be mutually exclusive sacantando, addressed the delegates to express activities. This has led to increased interest by his support for the Bank's involvement in cul- the region's governments in developing strate- tural heritage activities and to commend the East gies and activities which promote conservation Asia Working Group for being "the group with in a way that contributes to their economies and the richest diversity" at the conference. social welfare. While each working group delegate presented The purpose of the working group was to ex- a briefing paper developed according to the spe- pand the Bank's understanding of cultural issues cific cultural assets, priorities, and constraints ex- and priorities in East Asian countries and pro- isting in their countries, seven central themes vide a forum for an exchange of ideas among quickly emerged as commonly held priorities for these countries. The working group brought to- action. These themes were the need for invest- gether delegates from nine Asian countries and ment in activities to promote: around the world. Representatives from Cambo- * Cultural conservation activities which pro- dia, China, Indonesia, Laos, Mongolia, Papua vide economic and social benefits to sur- New Guinea (PNG), Philippines, Thailand, and rounding communities; Vietnam were invited to present country briefs il- * Community education and awareness cam- lustrating their country's unique cultural heri- paigns to increase understanding and appreci- tage situation. During the course of the day, ation of cultural heritage; 208 Thematic Working Groups 209 * Respect for cultural diversity and the impor- and local benefits are made, communities are tance of an evolving contemporary culture; much more likely to take ownership of and re- * Urban revitalization and economic develop- sponsibility for their cultural assets, thereby effec- ment which is balanced with conservation; tively protecting and preserving them. * Cultural enterprise development and employ- One of the Thai delegates reinforced these ment generation through culture based activi- ideas in her comment, "Historic conservation ties such as sustainable tourism; and must have relevance to the immediate needs of * Development of cultural conservation policies the community. You cannot implement cultural and the refinement of legal, regulatory, and in- activities... .from an elitist viewpoint. When you centive frameworks. conserve heritage sites they have to give some re- Working group delegates also attended a se- turns to the local people." ries of special events which took place through- The Indonesia country brief focused on the out the week. A presentation on the Global need to stimulate grassroots participation in cul- Culture Finance Initiative was given by Peer tural activities, particularly in the living arts. The Stein of the International Finance Corporation. C. emphasis on local level activity is a high priority Lotti & Associati and ARS Progetti hosted a din- because of its potential to increase self-confi- ner and presented their work on cultural heritage dence and self-sufficiency, and to empower com- projects in Sichuan and Chongqing, China. A munities to take charge of their cultural assets study tour to the walled city of Lucca, which in- and fully participate in their own development. cluded a tour of the Ducal Palace (currently under The brief stated, "Particularly needed are practi- restoration) and lectures by government officials cal approaches and supporting policy and pro- and restoration specialists, was sponsored by the grammatic frameworks, to bring out awareness, city of Lucca. The visit served to illustrate first pride, creativity and leadership at the commu- hand this modem city's strategic approach to in- nity level." tegrating its historic assets with its contemporary economy. In this regard, city authorities stressed Investment in community education the importance of conserving historic buildings The Cambodian delegate stated that the single for active, daily community use. most important priority for his country is educa- tion that re-establishes an understanding and ap- Summary of Key Themes preciation for cultural heritage at all levels "from The following is a more in-depth summary of the the poorest villager to the university student and activities which delegates presented as their the government official". In this way, he stated, highest priority for investment. national community values are reaffirmed, con- servation is ensured, and tourism which is both Investment in conservation that benefits local dignified and harmonious can be developed. The communities importance of education at all levels of society was reinforced by the delegate from Thailand There was widespread support among partici- who advocated training and education in cul- pants for the importance of investing in cultural tural heritage conservation for both local com- conservation activities which provide benefits to munities and government authorities in order to surrounding communities. The group strongly increase these two groups' collaborative efforts endorsed the principle that conservation should for cultural conservation. be combined with activities which address pov- Country briefs for China and PNG both em- erty by generating benefits such as enterprise de- phasized the importance of public awareness velopment and job creation. Important benefits campaigns and education to encourage active were also seen as resulting from conservation ac- community appreciation and participation in tivities which have great aesthetic, cultural, or his- conservation activities. The Lao PDR and Philip- torical value for local people. The benefits in these pines representatives mentioned the need to in- cases are the opportunity for self-expression or an troduce curricula for the appreciation and increase in community pride and self-confidence. understanding of art, history and culture (espe- The working group felt that when clear linkages cially minority peoples) in the primary and sec- between conservation, sustainable development, ondary school levels. 210 Culture Counts PNG, Philippines and Thailand all expressed a help in documenting the overall economic bene- need for more training in cultural heritage con- fits of investing in culture. servation for professionals, government officials Almost all delegates mentioned the unique and community leaders. In the course of discus- potential of cultural tourism to generate foreign sions many other educational initiatives were exchange and investment, jobs for local resi- mentioned, including teacher training, interna- dents, and revenues for historic sites. However, tional exchange programs and development of the group recognized that tourism can have sub- graduate programs. stantial social, cultural, and environmental con- sequences which require careful thought and Investment in Cultural Diversity and Living, planning. Mongolia, Lao PDR ,and Vietnam ex- Contemporary Culture pressed a desire for technical assistance in plan- TPtthe im- nmg respectful and sustainable tourism which The PNG delegate to the workshop noted tei- will protect the environmental and cultural as- portance of respect for cultural diversity: "Be- sets in their countries. cause it is government policy that while we may strive for nationalism and national unity, this Investment in urban revitalization should not be done at the cost of the cultural identity of the various groups." He went on to China stated the desire to revitalize urban areas stress that culture is a living, changing phenom- by striking a balance between economic develop- enon which must be enabled to grow and ment and cultural conservation. The delegate change. He added that "investment in the arts emphasized the importance of coordinating con- and culture of today will not only create the her- struction projects and archaeological work, pre- itage of the future but reinforce respect for past serving traditional neighborhoods, incorporating culture." Participant comments enthusiastically tourism into revitalization plans and coordinat- supported the importance of looking at living mg with local governments in all these activities. culture as well as built or material culture. Indonesia mentioned that urban revitalization The Indonesia country brief emphasized this projects could be particularly helpful in reorient- stance through its focus on everyday culture: ing local and central government to their role in "For us, the most important expressions of cul- conservation, developing policy instruments ture at this time are not the monuments, relics which can coordinate the complex cross-sectoral, and art of the past, nor the more refined expres- multi-agency, and multi-regulation context, es- sions of cultural activity that have become popu- tablishing incentives for development that in- larized beyond Indonesia's borders in recent cludes conservation, and mobilizing additional years, but the grassroots and very locally specific funds for historic site preservation, public access, village-based culture that is at the heart of the and supporting infrastructure. sense of community." The Mongolian delegate's A representative from the Philippines said that brief emphasized his country's commitment to as one of the fastest urbanizing countries in Asia, document and protect the traditional knowledge his country is intent upon stimulating investment and technology, material culture and customs of in urban conservation and revitalization that is Mongolia's nomadic peoples. holistically integrated with economic develop- ment and support for living culture. He went on Investment in job creation and cultural to state that tourism in the Philippines accounts enterprise development for seven percent of the country's gross domestic product and employs nine percent of the work- The delegates were almost unanimous on the im- force. "Given this scenario," he said, "the most im- portance of linking conservation to investment in portant opportunity in cultural preservation ..is cultural enterprise development and job cre- historic revitalization in urban areas." He added ation. A delegate from the Philippines empha- that the "goal is not to preserve our heritage struc- sized the importance of training government and tures and sites as museum pieces, but as sites and community leaders to determine the economic spaces where people can interact and add life to viability and sustainability of cultural conserva- them. More importantly, our thrust is to make tion projects and several countries, among them conservation economically viable so that it con- Philippines and Vietnam, expressed the need for tributes to the economic development of our city." Thematic Working Groups 211 Lao PDR seconded these observations, by also World Bank and the country delegates. The mod- stating that one of their most important opportu- erator, Timothy Rothermel (UNDP-PAPP), nities for attracting investors and jobs is through commended the level of the day's discussions. urban upgrading that is integrated with historic Dr. Utis Kaothien of Thailand commented conservation. that he was most struck by the discussion on the necessity of involving the grassroots community Investment in historic site development and in the planning, development and management management of cultural heritage sites. He said, "In fact unless The Mongolian representative stated that one of we are able to provide [the local people] with his country's top priorities for action is the "pro- benefits, it would not be supported and would tection and restoration of Mongolian historical not be sustainable at all." and cultural monuments and nomadic civiliza- Zhang Zhun, World Bank consultant and in- tion's heritage." A delegate from the Philippines stitutional specialist from China, noted that in his pointed out the importance of tangible artifacts experience the authorities who make financial in teaching the value of heritage and asked for decisions in developing countries have impor- help in the preservation of historic buildings. tant priorities such as clean water, infrastructure While focusing on the revitalization of grassroots and pollution control which they place in front of living culture, Indonesia has also identified and spending for cultural conservation. All those is seeking support for preserving material cul- working to preserve cultural heritage have diffi- ture through the conservation of archeological, culty in convincing their finance ministers that urban and religious sites. cultural conservation has an economic benefit. There is a great need, therefore, for the economic Investment in developing policies and studies that can quantify the benefits of cultural strategies- regulatory, legal and incentive heritage conservation. frameworks Richard Englehardt, UNESCO, stated that two basic issues were repeatedly identified as Thai delegates reported that their current na- underpinning the nexus between cultural con- tional development plan has no provisions for servation and sustainable development: (1) con- the conservation of Thai culture and requested servation of local cultural resources and support for the creation of a plan that includes ef- traditional practices is the key to the preservation fective policies and strategies for cultural preser- of cultural identity; and (2) local ownership of vation. They described their desire to put in place cultural resources is a prerequisite for the devel- a consultative, grassroots process by which local opment of those resources to benefit the local level experience and decisions would be filtered community and thus serve as an instrument for up to the national level. China underscored the poverty reduction and sustainable development. need for the legal protection of cultural relics and From these two issues emerged the identification incentives to guide conservation efforts and di- of grassroots or local community participation as rect resources to priority targets. They empha- the single most important need, which should be sized the importance of thorough research, met and addressed as the objective of develop- documentation, and inventories to form the basis ment assistance activities, with particular em- for this protection and targeting. Indonesia is phasis on the following: planmnin a comprehensive conservation policy p planning a comprehensive conservation poliy * There is the need to broaden the base of partic- and strategy on the island of Bali which will in- ipation in, responsibility for, opportunities for clude a systematic cultural heritage inventory, investment in, and as a consequence, the num- Vietnam and Lao PDR expressed the need for their legal and regulatory frameworks on historic ber of (groups of) stakeholders who benefit conservation to be more specific and complete. *from conservation of cultural resources. * Grassroots, or local community, participation Panel summary in the conservation of heritage resources and the development of cultural industries should A panel convened to summarize and add per- be promoted and assisted in ways which safe- spective to the day's discussions, which included guard from depletion the stock of cultural cap- representatives from UNESCO, UNDP, Italy, the ital and make evident the connectivity between 212 Culture Counts improved conservation of physical cultural through partnering with organizations like heritage, development of local intangible cul- UNESCO, the Government of Italy, and other tural expressions, and the creation of jobs and specialized agencies. The Bank also has "con- other direct financial benefits. siderable experience" in the analytical work of In general, he felt that there was agreement economic development. The Bank is in a that investment in the traditional cultural fields unique position to raise the issues of cultural of monumental restoration and tourism infra- heritage in its project work and increase the in- structure, although continuing to be important, terest of governrnent, NGO, and civil society are not the most critical priority areas in the cul- in cultural heritage, thus providing greater ture sector where future investment will be budgetary support. Another of the Bank's needed. In light of this analysis, he suggested strengths is the advocacy of Mr. Wolfensohn, that investments in the culture sector which are who stresses the importance of cultural heri- likely to promote sustainable development tage to world leaders with the goal of acquir- should be directed into structural reforms which ing additional financial resources for these ensure local ownership of heritage properties activities. (movable, immovable and intangible); job cre- Lana Abu-hijleh of the UNDP Programme of ation; and financing of cultural industries, based Assistance to the Palestinian People, pointed out on living cultural practices. that "culture is not a sector that we need to look Raja Iyer of the World Bank, in emphasizing at unilaterally, it is a cross-cutting issue.. When the third issue which delegates were invited to we started work in Palestine it was very difficult address in their country briefs (donor commu- to have any funding for cultural projects. How nity's role in cultural heritage) posed a series of can culture stand in front of employment gener- questions: ation, in front of environmental concerns ... but * What role, if any, do countries see the World we found opportunities within programs that Bank, other donors and specialized organiza- the UNDP was funding." She gave several exam- tions playing in addressing their needs in the ples of adding culture to standard UNDP work field of cultural conservation? They clearly en- such as using theater, dance and music in out- vision the donor community bringing interna- reach and community awareness campaigns and tional experience and expertise, as well as creating employment opportunities through re- funding, to developing countries. The areas viving and teaching ancient, but currently cost emphasized for assistance today were: devel- effective, construction techniques. She added oping frameworks and strategies at the na- that modern development agencies and coun- tional and local level; institutional capacity tries "can integrate culture as the backbone of building in the forrn of human resource devel- their planning, policy and project identification opment and budgets; and implementation and implementation especially if they work with programs which indude infrastructure devel- their partners-the people, the community, the opment, heritage site improvements and sup- civil society." port for living culture programs. Daniele Fanciullacci of ARS Progetti men- * What has the Bank been supporting so far in tioned that one of the most important points of the area of cultural heritage, and what is our the day was the need for human resources devel- capacity to do more? The Bank has been in- opment, training and education. Several dele- volved in assisting the financing of cultural gates mentioned the need to revise school heritage in infrastructure projects, either din programs in order to increase student apprecia- rectly or indirectly, but the total lending tion for cultural heritage and promote under- amount has been relatively small. For the last standing among different ethnic, social and 50 years, he noted, we've been primarily an religious groups. One response to this might be economic development institution. Therefore, the development of centers of excellence shared any support that we provide for cultural heri- among countries or regions. tage, at least in the short run, will be in the con- text of economic development. * Where does the Bank's comparative advan- Acknowledgments tage lie? The Bank's strengths lie in its ability The working group organizers would like to to leverage technical support and financing thank the following organizations for their gen- Thematic Working Groups 213 erous contributions toward the success of the Indonesia working group's activities: Dr. I Gusti Ngurah Anom, Director General of American Express Travel Services Culture, Dept. of Education and Culture ARS Progetti Dr. Bambang Bintoro, Deputy Chairman for C. Lotti & Associati Infrastructure Development ,Natl Development COWI Consulting Engineers and Planners AS Planning Agency The Government of Denmark Dr. Suwati Kartiwa, Director for Historic/Heritage International Finance Corporation Attraction, Min. of Tourism, Arts and Culture Lufthansa Airlines Drs. Ida Bagus Pangdjaja, Head of Cultural Office Nova Sasco Viaggi of Bahl Province The Province of Lucca, Italy Dr. Budhy Tjahjati Soegijoko, Deputy Chairman for Foreign Cooperation, National Development Planning Agency List of Participants Lao, PDR Cambodia Mr. Keophilavanh Aphaylath, Director, Urban Research Inst., Ministry of Communication, H.E. Vann Molyvann, State Minister, President Transport, Post and Construction and Dir. General, APSARA Authority Mr. Houmphan Rattanavong, Director, Institute of Research on Culture, Society Ministry of China Information and Culture Ms. Chuan Zhiming, Yunnan Earthquake Mongolia Rehabilitation Project Office Mr. Gombojaviin Mend-Oyo, Chairman, Culture Mr. He Yaoxin, Vice Director of Lijiang County and Arts Agency, Government of Mongolia Finance Bureau Ms. Ravdan Oyun, 2nd Secretary for Economic and Mr. Huang Naizhen, Director, Lijiang County Commercial Affairs, Mongolian Embassy, Paris Culture Bureau Mr. Li Qichang, Senior Correspondent of Yunnan Philippines Daily Mr. Ma Zhong Ms. Jennifer Lizares, Executive Director, Negros Mayor, Shaoxing Cultural Foundation Ms. Sheng Wei We Deputy Director, Foreign Hon. Joseph Cedric 0. Ruiz, Mayor, City of Affairs Office, National Administration for Dapitan Cultural Heritage Ms. Shi Lin, Division Chief of Yunnan Provincial Papua New Guinea Foreign Affairs Office Dr. Jacob Simet, Executive Director, National Mr. Wang Chuanping, Vice Director, Chonqing Cultural Comm. Culture Bureau, China Mr. Wei Xiaoxiong, Deputy Director, Yunnan Thailand Provincial Finance Departmnent Mr. Wu Tao, Chongqing Culture Bureau, China Dr. Utis Kaothien, Assistant Secretary General, Mr. Xin Gong Fu, Shanghai Muncipal Wastewater National Economic and Social Development Co. Board Ms. Xu Yufen, Engineer and Section Chief, Ningbo Ms. Somrudee Nicro, Director, Urbanization and Urban Infrastructure Development Office Environent Program, Thailand Environtent Mr. You Ji, Deputy Director, LUCRPO Institute Mr. Zheng Xinmiao, Vice Minister, Foreign Affairs Vita Office, National Administration for Cultural team Heritage Mr. Truong Quoc Binh, Deputy General Director, Mr. Zou Jiaju, General Manager of Yunnan Tea Dept. for Conservation and Museology, Ministry Import and Export Corporation of Culture and Information Mr. Zhu Yanhua, Chief of World Bank Section, Mr. Nguyen Khoa Diem, Minister of Culture, Yunnan Provincial Finance Department Ministry of Culture and Information 214 Culture Counts Mr. Pham Xuan Sinh, Acting Gen. Director, Int'l Mr. Earl Kessler, Deputy Director/Urban Cooperation Department, Ministry of Culture Programs, USAID/Global Environment Center and Informnation Mr. Takashi Kihara, Director for Development Mrs. Hoang Thi Quynh Van, Director General, Issues, International Bureau, Ministry of Accounting and Financing Department, Finance, Japan Ministry of Culture and Information Mr. Chimaki (Chuck) Kurokawa, Managing Director, The Toyota Foundation Thematic Speakers Mr. Royce LaNier, President, Technical Support Dott. Ing. Piero Alberto Carrara, C. Lotti & Dr Massimo Marsili, Coordinator of Presidency Associati and Cultural Department, Lucca Province Dr. Roberto Ciarla, Archaeologist Mr. Nicholas J. 0. Miles, Deputy Chairman, GHK Ms. Paola Dematte, Research Associate, UCLA International Institute of Archaeology Mr. Serafino Moriconi, C. Lotti & Associati Mr. John Semone, Managing Director-Europe, Mr. Ronald Parker, Senior Evaluation Officer, The Pacific Asia Travel Association Worl Mr. Peer Stein, Investment Officer, International Mr. Franco Passacantando, World Bank Executive Finance Corporation M.Fac ascnad,WrdBn xctv Director, Government of Italy Mr. Guy Petherbridge, Director/Regional Panel Members Coordinator for ASEAN and Central Asia, Ms. Lana Abu-hijleh, Head Water, Environment & AusHeritage Employment Generation Unit, UNDP Mr. Paolo Pompei, Managing Director, C. Lotti & Programme of Assistance to the Palestinian Associati People Dr. Vanni Puccioni, Architect Mr. Richard Englehardt, UNESCO Regional Mr. Hidehiko Sazanami, Regional Study Office, Advisor for Culture in Asia and the Pacific Japan Dott. Ing. Daniele Fanciullacci, A.R.S. Progetti Dr. Gianmarco Scuppa, Socio-Econonist/ S.r.l. Communication for Development, ARS Progetti Mr. Raja Iyer, Principal Management Specialist, Ms. June Taboroff, Cultural Resource Specialist EASUR, The World Bank Ms. Patricia Zolese, Archaeologist, Fondazione Mr. Timothy Rothernel, Panel Moderator, Special Ing. Carlo M. Lerici Representative of the Administrator, UNDP Programme of Assistance to the Palestinian World Bank People Ms. Margaret Bergen, Editor, Urban Age Magazine Mr. Zhang Zhun, Senior Engineer, Institutional Ms. Bobbie Brown, Team Assistant, EASUR Specialist Ms. Elisabetta Capannelli, Sector Economist, Participants ~~~EASUR Participants Mr. Alan Coulthart, Sr. Municipal Engineer, Mr. Fleming Aalund, Architect EASUR Ms. Ayelet Bahat, Projects Director, JubiUenium Ms. Katrinka Ebbe, Heritage Specialist, SDV Ms. Anne Cecilie Bj0mskov, Institutional Ms. Yoko Eguchi, Partnership Coordinator, SPR Specialist, COWI Consulting Engineers and Mr. Suhadi Hadiwinoto, Urban Dev. Specialist, Planners AS EACIF Mr. Mario Cucarzi, Director, Fondazione Ing. Ms. Lee Harper, Project Assistant, EASUR Carlo M. Lerici Mr. Nicholas Harrison, Consultant, TWURD Mr. Donald Hankey, GHK International Mr. Wiebe Moes, Sr. Municipal Engineer, EASUR Mr. Per Hansen, Architect, Planning Consultant, Mr. Geoffrey Read, Principal Municipal Engineer, COWI Consulting Engineers and Planners AS EASUR Thematic Working Group 6 Sharing the Wealth: Improved Sustainability through Integrated Conservation Planning Organized by the World Monuments Fund Control of mass tourism and the utilization of analytical tools like geographic information sys- T his working group, sponsored by the tems may complement first-aid conservation ac- World Monuments Fund (WMF), dis- tions necessary to mitigate rapid deterioration. T cussed the effort of private conservation Substantial cross-pollination between cultural organizations in conjunction with corporate and natural conservation disciplines remains to partners to support the conservation of cultural be undertaken; this working group discussion heritage sites in danger. Two case studies of en- has initiated exchange at the case-study level. dangered World Heritage sites were presented: Through discussions of this working group the cultural landscape of the Cinque Terre Na- and future meetings, WMF hopes to facilitate the tional Park (Liguria, Italy) and the Spanish colo- development of institutional partnerships for fu- nials forts of San Lorenzo and Portobelo in the ture field project collaboration and begin the dif- Caribbean coast of Panama, Central America. ficult and fruitful process of coordinating The idea was to explore the possibility of gen- methods and agendas with other conservation erating a model for protective action to be imple- organizations. Several themes emerged from the mented in sites similar to the case studies where discussions of the working group: natural and cultural resources are intertwined. * Theoretical foundations of integrated conser- Both cases occur in rather different sociopolitical vation for cultural landscapes; and economic contexts: a rural European land- * Interfaces of cultural and natural resources, scape in the case of the Cinque Terre and a mar- types of interdependence; ginal developing zone in the case of Panama. * Obstacles to integrated project planning and In both instances, the social actors are key to site management; the success of conservation. There is an urgent * Benefits of joint project design, assessment cri- need to research and recover traditional ways of teria, and field work; life and modes of production. The overlap be- * Case study evaluation toward development of tween natural and cultural conservation issues a transferable model; needs to be articulated through the participation * Economic benefits of cultural and eco-tour- of local community members within these dy- ism; and namic culture-scapes. * Prospects for institutional partnership. 215 216 Culture Counts Background ers. One scientist laments that "unfortunately, For the last two years, the subject of integrated western and other civilizations have long viewed conservation has been studied and discussed by nature and culture as distinctly different subjects. the WMF staff as a theme for future field work. Perhaps their separation is one of the root causes Based on the recommendation of experts con- of our current environmental problems." While vened in Yulee, Florida, in March 1998 for the con- sound research in the fields of biological and cul- ference entitled "Towards a Common Method for tural heritage conservation has kept pace, few Assessing Mixed Cultural and Natural Resources: studies examine the prospects for collaborative A Case Study Approach," WMF has selected two survey, monitoring, and problem-solving. representative sites for discussion during this It remains for concerned professionals and working session in Florence. other interested parties to attempt to bridge this Considered as a single linked site, the San gap and assess bilateral impacts of biodiversity Geronimo and San Lorenzo Spanish colonial for- enhancement and cultural heritage preservation. tifications in Panama were constructed between Though biological and cultural conservators cur- 1596 and 1779 to facilitate the transport of gold rently employ distinct sets of field practices, ob- and other resources from Central and South jectives, and analytical systems, it is increasingly America to Spain via Caribbean ports. Both were problematic to address biological and cultural listed on the World Heritage List and the World survival separately; more compatible methods Monuments Watch; both will see a direct impact for in situ assessment, conservation, and mainte- by the turnover of the Panama Canal Zone (July nance will have significant long-term advantages. 1999). Both are now characterized by the coexist- Conservators of endangered natural and cul- ence of interdependent and endangered cultural tural resources may benefit from a consistent, and natural resources. cross-disciplinary language and assessment sys- The Cinque Terre were also inscribed on the tem. It may also be useful to develop cultural 2000 World Monuments Watch List. These are routes Which correspond to the Mesoamerican part of an important and fragile cultural land- Biological Corridor. The proposed pilot project is scape on the Ligurian coast, threatened in part by designed to stimulate and facilitate exchange neglect of the traditional terraced vineyards. The while generating a synthetic response to an un- conservation of the natural elements-soil, stone, der-studied pair of twin historic sites. The project and vegetation-is inseparable from the protec- also will fulfill the purpose of the World Monu- tion of the built environment, since agriculture ments Watch program by identifying and imple- historically supported the towns and because menting the conservation treatments needed to landslides now menace the structures between diminish primary threats to the sites' integrity the weakened terraces and the sea. Shared tourist and longevity. revenues, if properly coordinated, may hold the key to sustainable preservation of all the irre- Participants placeable resources. Prof. Mariolina Besio, Dipartimento POLIS, Over the next 18 months, WMF will conduct a University of Genova pilot field project at San Geronimo and San Franco Bonanini, President, Parco Nazionale delle Lorenzo to demonstrate the value and efficacy of Cinque Terre integrated conservation planning. The partici- Bonnie Burnham, President, World Monuments pants in this working group represent some of Fund New York the agencies and partners which will contribute Jon Calame, Special Projects Manager, World to the success of this effort. Monuments Fund New York Stephen Eddy, World Monuments Fund Italy Rationale Charlotte Elton, Panamanian Center for Research and Social Action A wide and growing range of questions stem Carlos Fitzgerald, Assistant Director of Historical from a separation between the allied disciplines Patrimony, Instituto, Nacional de Cultura of cultural and natural conservation. Many wil- Connie Higginson, Vice President, American derness areas are actually the product of genera- Express Company Philanthropic Program tions of human settlement; fragile animate and Claire O'Nell, translator inanimate resources are frequently disturbed by Jenone Walker, World Monuments Fund, Vice the aggressive activities of assorted field research- President for Europe Thematic Working Group 8 Museums: Conservation and Management of Cultural Heritage Organized by CIVITA a modern-day museum, this being a place where one can understand and interpret the cultural T Nhe aim of the Working Group is not so identity of a territory. This definition is of course much that of supplying definite answers to of greatest relevance when the museum is bound T the many problems raised and to the vari- to a precise local dimension. Several points were ous positions formed as that of giving a succinct made in discussion including the following: but significant overview of ongoing trends and * Need to re-evaluate so-called minor cultural possible altematives. The museum is one of the assets; few major functions and institutions of modern * Use of museums to showcase a country's her- society to have fairly recent origins and a much itage, disseminated through a virtual recon- discussed future, but nevertheless holds a key struction of the context or simulation of virtual position in the cultural heritage economy. The objects in real contexts; museum preserves and works to exploit most of * Need, as expressed by the heads of regional a country's movable cultural heritage. The mu- administrations, to enhance urban and local seum supplies a considerable portion of "real" museum systems; cultural services to the general public. The mu- * Potentiality of cultural parks and the relation- seum is also central to a "virtual" exploitation of ship between archaeology and the territory; the cultural heritage through telematic networks. * Relevance of museums in relation to the devel- The museum is a gateway to the territory in the opment of highly qualified tourism. sphere of cultural tourism. In this area, the point was stressed that a mu- In what ways and towards what models is the seum can have a great impact on a city's economy modern Museum tending to develop? Listed be- (like the Guggenheim Museum in Bilbao). All of low are five areas that were examined in the the above points demonstrate the need to incorpo- working group to highlight current problems rate museum policies in a global vision of regional and outline the development trends of museums. strategies designed to enhance the territory. Museums and the territory Preservation and Communication This first area was an opportunity to provide a The principles underlying the preservation of clearer definition of the meaning and functions of unique and highly perishable objects on the one 217 218 Culture Counts hand and their mass exploitation on the other are Museum networks generally a source of conflict and contradictions for traditional museums. But without wishing to The question of new technologies was closely ex- minimize the role of museums in the preserva- amined in relation to the impact of the "informa- tion of the historical-artistic heritage, the ques- tion societyd and the possibility of gaining tion of communication was closely examined multimedia access to the world's cultural hetr- and deemed to be of great importance. It was in- tage through the creation of museum networks. deed highlighted that the biggest shortcoming of The main points discussed include the follow- modern-day museums is their inability to com- ing: municate both the actual meaning of objects on * Interconnection of structures and system in- display and their connection with the original or teroperability; reference historical-geographic context. * Cataloguing of heritage assets and the cre- The pivotal role of communication in modern- ation of meta-databases; day museology brings up a number of other issues: * Intercultural and interlingual communication; * Importance of the exhibition function, which * Semantic search engines; should not be confined to a few extraordinary * E-commerce in terms of contents and cultural events; services; * Need to choose exhibited works according to * Security and copyrights; what (and how) one wishes to communicate; * Creation of new products and multimedia • Potential of new technologies in terms of services; security and fruition (real and virtual exploi- * Interactivity, customized and integrated net- tation); work services. • Need to provide museum staff with new pro- The main problem to be faced is not that of the fessional skills, especially in the field of com- development and application of new technolo- munication and the popularization of culture. gies, but rather the uniformity of technologies These points, in short, show up the need to cre- and products deriving from different cultural ate a totally new perception of the mission, func- models. In other words, the networking of muse- tions and organization of a modern-day Museum. ums, especially on a world level, entails more of a cultural than technological effort, posing the Museum as a Service problem of intercultural communication in addi- tion to that of multilingual communication. It ,everal aspects underline the educational func- was also stressed that the transfer of technology tion of museums, or rather the relationship be- to developing countries must be done very care- tween museumns and schools, on the subject of fully and sensibly, according to the actual useful- which interesting initiatives have been carried out ness and ensibly, accons. in Europe. These aspects include the following: ness and efficacy of actions. * Museums and the territories to which they Running of Museums belong; * Museum systems and networks; The final area of discussion centered on the eco- * Integration of museums with other cultural in- nomic exploitation of the cultural heritage and stitutions (libraries, media-libraries and ar- on the various aspects of museum management chives); and which included the following: * Museums and cultural tourism. * Legislation in force and funding sources The idea is to include museums in the educa- for museums, with an appraisal of ongoing tional and formative process, for both collective experiences; and individual fruition. This is rendered possible * Basic and additional services; by new telematic and multimedia technologies * Demand trends and tendencies; and by the collaboration of museums with other * Public and private functions of cultural heri- centers in possession of cultural documentation tage management; (media centers). It was stressed that new technol- * Concept of management in the sphere of cul- ogies allow innovative forms of group/team tural heritage; work through the creation of virtual discussion * Quality control in relation to the contents of and information exchange communities. cultural communication. Thematic Worling Groups 219 In this area, we should bear in mind the main Participants aims of the Conference and of developing coun- Francesco Antinucci, CNR tries in particular, which view the enhancement Maurizio Barracco, Federlegno of their cultural heritage as a development op- Bruno Brunelli, Finsiel portunity. On this point, it was stressed that mu- Mario Canti, Marche Region seums are veritable tourist attractions, but above Vito Cappellini, University of Florence all, sources of cultural contents underpinning Giuseppe Costa, Zetema the production of goods and services to meet REnz erilao, U r o u fast-rising demand. Here we should make a dis- MassiR o Montella, Umbria Region tinction between personal services and remote Pietro Petraroia, Lombardy Region services, the latter being tied up with multime- Maria Luisa Polichetti, ICCD) dia products and networks. While the former Claude Poliart (Rapporteur), EC/DG XIII constitute important factors of economic devel- Alberto Pronti, Latium Region opment, both direct and indirect, for less well-off Giovanni Puglisi, UNESCO areas, the latter tend to be of general and grow- Alfredo M. Ronchi, Milan Polytechnic ing importance. Albino Ruberti, Associazione Civita mng 1mportance.Nicolo Savarese (Chairman), Consorzio Civita The Civita Working Group included experts Pietro A. Valentino, University of Rome and representatives from cultural, academic, in- stitutional and business worlds that have a direct Organizational Secretariat and deep knowledge of ongoing problems and Maria Rita Delli Quadri (Associazione Civita) trends in the subject areas examined. Alba Fioravanti (Consorzio Civita) Thematic Working Group 9 Cultural Policy and Sustainable Development: The Art of Regenerating Partnership Proposal in South East Europe Organized by the Council of Europe sume a paramount importance in national, re- gional and international political discourse. It is he Council of Europe Thematic Working increasingly recognized that culture is a central Group had two objectives: factor for national social cohesion and regional T stability, as much as for development itself. * To articulate the key role that democratic cul- There is a pressing need for international institu- tural policy can play in achieving the objec- tions and organizations to join forces and use tives of culture and sustainable development their relative strengths to further common objec- and how a partnership between the Council of tives for advancing the project of culture and sus- Europe and the World Bank could further this tainable development. objective; and The Working Group began by assessing the - To present a concrete proposal for a partner- different strengths and capacities of the two orga- ship among the World Bank, the Council of nizations, the Council of Europe and the World Europe, and other partners in South East Eu- Bank, and the added value that could be realized rope. This proposal, "The Art of Regenera- through their partnership in carrying forward a tion", focuses on developing a series of project centered on culture and sustainable devel- strategic city initiatives. It illustrates how cul- opment. For example, the central concern of the tural policy, in the service of sustainable cul- Council of Europe is to sustain and strengthen de- tural development, can contribute to the mocracy and to ensure the development of dem- regeneration of civil society, economic devel- ocratic policy. The organization is seeking to find opment and social cohesion. ways to ensure that diverse cultural communities, at the local level, can identify with such cultural Culture and Sustainable Democratic policy. For the Council, sustainable development Development is democratic development. In this the Council of Europe has relative Two related events, the development of a global strengths in helping states develop democratic economy and the collapse of the Soviet Empire, cultural policies and in particular has experience have brought a different context and different in assessing the incentives and regulatory struc- concerns to dominate the international political tures for culture in different states. It is demo- agenda. Culture and identity have come to as- cratic policies, regulatory structures and incen- 220 Thematic Working Groups 221 tives, which are the pre-conditions for a vibrant gagement and regional identification, economic cultural life, a consciousness of the significance recovery, poverty alleviation, and urban re- of culture, heritage preservation regimes and vi- newal. It will encourage grassroots engagement able cultural industries. in exploiting the economic viability of the cultur- The World Bank is concerned to make sustain- ally rich landscape. A key aspect of the Art of Re- able development, which takes account of the generation will be to encourage recognition of cultural context, a key objective. In the past, the value of difference in the process of regener- World Bank activities have been oriented around ation. Civic and regional pride and popular iden- the economic and financial aspects of develop- tification with a process of reconstruction is the ment. Recently, the Bank has recognized that cul- bedrock of sustainable development. ture, in all its dimensions, has a fundamental role Every city has unique and distinctive assets; to play and that development assistance, if it is to resources and a culture to work with, from food be sustainable, must take account of the culture to physical heritage, to artistic talents, to a local of the people it strives to assist. skill base, as well as niche products and services, The Bank, by contrast, has different compara- that if used appropriately can create manifold tive advantages through its focus on reconstruc- spin-offs. To believe in belonging, citizens must tion, economic development, and sound fiscal be convinced of this. management and governance structures. By join- Investing in urban renewal is a powerful ing together as partners in a project which brings means of investing in peace and stability because to the fore their relative strengths, each organiza- it is a central part of a process which can, when tion would be able to achieve a more wide-rang- undertaken properly, combat poverty and preju- ing set of objectives more effectively than they dice. One of the most effective ways to encourage would on their own. The Working Group dis- urban recovery in situations of post-conflict is by cussed in detail the proposed context for the stimulating livelihoods through drawing on lo- partnership, "The Art of Regeneration". cal human, social and cultural capital resources. A principal resource in this context is the willing- A Concrete Proposal for Partnership: The Art of ness to work across ethnic boundaries. It means Regeneration also making maximum use of local resources, both human and material, and giving priority to The Council of Europe envisages implementing employing local experts and workers so that the with COMEDIA (Cultural Consulting, Research rebuilding of the job market and the local econ- and Planning Bureau) a program called the Art omy is stimulated from within. of Regeneration. The Program is potentially glo- Development, so conceived, can help achieve bal in its applicability, but as a first step it is being multiple objectives. It may be through re-adapting housed within a Council of Europe Project called a particularly sensitive heritage building to new MOSAIC, which focuses on developing an open purposes that fit into an indusive urban develop- and strategic plan for cultural policy in the states ment plan; it may mean rethiinking the programs of South East Europe. of typical cultural institutions like libraries, galler- The Art of Regeneration Program will create a ies or museums so they stimulate local engage- series of grassroots inspired city development ment and help reduce poverty. In any case, it strategies focusing on the cultural infrastructure means empowering communities to actively make of one city in each of the following states: Croatia, decisions about their own future, and about how Bulgaria, Romania, Albania, the former Yugoslav they will achieve economic and social spin-offs Republic of Macedonia, Federation of Bosnia and through cultural development. Herzegovina, and Republika Srpska (Bosnia and As well as promoting creative practice in eco- Herzegovina) as well as Kosovo. The develop- nomic and social reconstruction, the Art of Re- ment strategies will function as pilots, promoting generation is a theory of development. It points innovative integrated urban redevelopment and to the need to involve the local actors in generat- cultural cohesion. Together they will form a mu- ing the ideas and practice of development. Local tual learning network, which will promote coop- culture and lifestyles and local decisions are the erative reconstruction and regional stability. context for reaching regional and global markets The program will seek to identify and encour- and not the reverse. Re-rooting development in age initiatives that foster and sustain civic en- the local culture is a strategy, which promotes 222 Culture Counts democratic cultural policy. Cultural policy can the 21st century. From this context, the working find itself directly influenced and relevant to lo- group discussed the broad challenges for cultural cal needs. policy, which were outlined by Mr. Raymond Weber, Director of Culture and Cultural Heri- Outputs tage, Council of Europe. These challenges include The "Art of Regenera.on" wil respond to neigh- globalization, cultural diversity in all its forms, borhood, small- to micro-business and commu- rapid technological change, decentralization, and nity-based initiatives. Expert help will be the changing nature of the public sphere. It was focused on developing strategy, feasibility and agreed that these challenges could be met and ac- business planning; and convening investor/do- commodated, but only if we are to develop more nor forums. The outputs and phases of the pro- creative forms of cultural cooperation. Cultural noramare forumTou d cooperation, which unites states in a process of gram are fourfold: development which celebrates their difference, The creahton of a parthcipave process which but which also enables them to confront similar brings together stakeholders across interest challenges together, is vitally necessary. groups and ethnic boundaries, to discuss a for- Art of Regeneration was warmly welcomed by ward-looking, inclusive, jointly agreed and the ministers of culture of the countries involved commonly owned vision of their city. in the MOSAIC Project, and their representatives * The identification, costing and location of in- present in the working group, as an illuseration of vestment and funding for a diverse range of just suche worm of allustraton of opportunities. With these resources, to initiate just such a new form of cultural cooperation. As apportunities.of key ths rene soudrcesilitation an immediate affirmation of their endorsement a series of key renewal and rehabilitaton of Art of Regeneration, the following cites were projects to act as spurs for development, identified by the national authorities as starting * The establishment of locally owned mecha- ints by the Pronal authres atAd- nisms, which will implement the strategic, vi- points for the Program: Ms. Ana Efremova, Ad- sion from public/private regeneration task viser to the Minister, proposed on behalf of Min- forces to community development forums: ister Dimitar Dimitrov, Bitola (the former • The identification of principles and practices Yugoslav Republic of Macedonia); Minister of working whichenable prjciplecs whc araceS Fahrudin Rizvanbegovic proposed Mostar (Bos- of working which enable projects which are naadHreoia;Mnse o aaiU initiated to become replicable learning initia- nia and Herzegovina); Minister Ion Caramitru, tives.Fromthis to doevreloplcabe lexcnge ih- and Ms. Maria Berza, State Secretary for Culture, aves From this to develop an exchange pro- proposed Sibiu and Sulina (Romania); Deputy gram and mutual learning network, between Minister of Culture, Mr. Pantelay Tsankov, pro- The Art of Regeneration is not associated with posed Sliven (Bulgaria); Ms. Branka Sulc, Assis- any particular geographical region. It will bein tant to the Minister, was present and we wait for tially implemented in states of South East Europe confirmation of Vukovar (Croatia); Minister Edi tin t pecontext of the ongoing MOSAIC Project. I Rama supported the choice of Mostar as a city, in the t of the se SAIC regard- but will confirm a city in Albania. Order to get consensus from these states regard- A partnership between the Council of Europe, ing the Program, the Council of Europe invited the World Bank and the states of South East Eu- the seven ministers of culture from those states involved in MOSAIC to participate in the the- rope, in a program which opens up the door to matic working group and deliberate on the mer- both a state specific and a regional approach to its of the initiative, cultural cooperation, was unanimously en- dorsed. The working group encouraged the Conclusions World Bank to consider the invitation to support the "Art of Regeneration" in its first phase in Professor Franco Bianchini presented a concep- South East Europe, as a concrete illustration of tual context for discussion of cultural policy in culture and sustainable development. Thematic Working Group 10 Culture and Private Sector Support Organized by Arts and Business, business community plays a sensitive role United Kingdom, CEREC, France in both. 3. The Western market-led business model Session Summation has been enormously successful in bring- ing high standards of living and cultural Quote: from Stockholm Conference on Cultural development to the Western world, in a Polices for Development "To say that shall develop process that started contemporaneously today economically, tomorrow politically and the day with the cultural expansion of the Renais- after culturally, will be to make a costly mistake" sance. James Wolfensohn, President of the Hajat Janat Mukwaya World Bank, is right to pinpoint this pe- 1. The session agreed that business must be riod as an extraordinary moment of convinced of the role of culture within the growth in arts, commerce, science and development framework. There has been a technology. In a globalized world, the traditional sense that culture is the jam on business community has a more complex the bread of society, and that we must wait task of bringing material benefit to the un- until the quarter of humanity that lives in derdeveloped world, while being sensi- absolute poverty has all of their basic needs tive to the cultural values and richness of catered for. If we wait that long, culture will these environments. The concept of bio-di- never be on the developmental agenda and versity is now well accepted both within we will have a monotone, westernized, san- and without the ecological movement, the itized world. A lost language cannot be rec- concept of 'Cultural diversity' must now reated. A forgotten story cannot be retold. be researched and defined. 2. The business world is a key player in this 4. The greatest discouragement to the corpo- area; not only are they important co- rate sector to get involved is a mixed mes- funders of the development of much of the sage from policy makers, the lack of a clear Third World, they are also active on the intellectual framework and the paucity of ground in developing new markets and research and case studies. The workshop products. These two roles (development identified four kinds of argument to con- funders and market developers) must be vince business to support cultural devel- brought together so that the international opment. The session suggested that the 223 224 Culture Counts following ideas could provide a basic in- ruption or conflict, insert themselves into tellectual framework as a starting point to strong local cultures. Cultural support is a develop research and case study material. form of cultural diplomacy. (i) a development-led model (iv) a knowledge-economy model This will look at the role of culture in con- Cultural diversity is an important resource tributing to the classic developmental sce- for the future. Both in terms of growth in- narios of health, education and infra- dustries in the West (tourism, leisure and structure. A lot of good case study mate- information technology) and in terms of rial already exists of cultural projects that the development potential in the rest of directly enable the attainment of develop- the world, 'content' is at a premium. No mental objectives. One such example if the convincing arguments have as yet been Glaxo Wellcome work with the Market elaborated for the value of cultural diver- Theatre Laboratory in South Africa on sity and the cultural world can learn from health projects. the lessons of the Green Movement, where bio-diversity and sustainability are now (iO) a cohesive society model current concepts. What can business learn In the words of Dr. Ivan May of Nedcor from the developing world? What cultural Bank S.A., 'South Africa is engaged in na- and human skills are available but un- tion building. The President's Trust for derused within the developing nations? Arts and Culture is committed to the de- What 'social capital' is being lost, and velopment of the intellectual and social could be recuperated? It will be many capital of South Africa'. The work of Fun- years before an adequate answer is found dacion Telefonica in this might be seen as but the business community can already a good example of a business foundation be experimenting and gathering data rela- that deals with long term issues in social tive to their own needs, while benefiting development. The example of a business from a clear articulation of priorities by foundation that deals with long term is- policy makers. sues in social development. The definition 5. The following are now needed (in broad of culture in this particular field is very chronological order): broad, and an educational process is re- * Case studies quired to place the fine arts and culture on * Econometric and socio-cultural research a continuum that ranges from literacy to * An articulation of themes and possible archival practice, which are all areas in approaches which the business community has a role * A multi-agency interchange of ideas and to play. projects (iii) a marketing model * Evaluation The business community is both informed * Refined case studies and at ease with this model of business * Public relations and information support for culture. This argument should 6. In a recent UK survey of the most power- have been refined over 25 years in devel- ful people in Britain, the business commu- oped market economies and their effec- nity were largely more prominent than the tiveness is now beyond doubt. However, political or public world. The late 20t cen- work is needed to demonstrate the valid- tury has seen as inexorable growth in the ity of such arguments within a developing power and reach of the national and espe- economy; arguments such as brand loy- cially multinational business world. Both alty, customer satisfaction and market dif- in financial and social terms, business has ferentiation need to evolve to suit local a greater impact on our lives, and a greater facts and expectations. However a market- potential for good and evil than ever be- led model in this contact would also need fore. The development of an ethical busi- to look at how business can, without dis- ness model over the past 20 years is proof Thematic Working Groups 225 of the growing sensitivity of business to nerships between business and the arts have their role as responsible members of the been set up internationally. For all delegates the community. But the business world still conference is of particular importance because of relies on the public sector for the articula- two words-World Bank. In the vision of Jim tion of broad themes and long term prior- Wolfensohn and his colleagues at the World ities. The solid foundations of society are Bank, the subject of culture has been put at a built, often haphazardly, and sometimes higher level than is normal. How do we turn this deliberately, through the collaborative ef- important initiative, started in Washington last fort of government, civil society, business September into reality? In Washington Elie Wie- and the individual. The bu s world is sel, the Nobel Prize winner said "Culture is the and the idvul. the ingess , soul of the economy and economy is the arm of cul- keen to play a role ni tne challenges tnat ture" How do we convince the private sector that face us as humanity, but need clear signals these words are not merely rhetoric? The issue is and adequate information from organiza- how do we prioritize culture within the develop- tions with this as a primary responsibility. ment debate and how do we build functioning The conference was a first opportunity to societies? recognize the challenge and identify some "Reducing a society to the sum of its economic and priorities. The benefits will be mutual. financial transactions is the equivalent of reducing the people in this room to three gallons of water and a So what are the next steps? few minerals. It misses all that we have learned to call If culture is to be put on the business agenda, ac- a human society-community and sense of place and tion must be taken to do so. culture." Ismail Serageldin * A working party should be established to Why should the business world be interested? move the agenda forward with the Private For two reasons-Firstly, because the markets, Sector. Membership should include the World workforce and products of their future prosper- Bank, conmmitted business leaders, Arts & ity are in the developing world. Secondly, only Business UK, CEREC and other interested par- stable societies will allow Western or indigenous ties, such as the British Council. business models to flourish. If culture, as we be- ; Jim Wolfensohn, President of the World Bank, lieve it has, a part of that stability, then it has to should be asked to convene a group of global be encouraged. business leaders to meet in Washington DC in But what therefore is to be the role of busi- order to gain their support for a new initiative ness? The wrong answer would be simply to to develop partnerships with culture. Perhaps write the check. We need to invest time in articu- a Working Party could be established at just lating the potential that business has to contrib- after this meeting? A committed business ute to the debate and finance the development. leader should be asked to chair this working Failure of such advocacy would be the single ma- jor obstacle for business being interested in the party. partnership opportunities that culture offers. * A book of case studies to analyze the impact of But why should business chase arts and cut- business, culture and sustainable develop- t heriag uad patiny as arts instead ment should be produced. ture, hertage and patnmony as partners, instead • The World Bank should appoint a senior officer of or as well as banking institutions and energy to liase with interested parties on this initiative, companies, political parties and juntas. Culture can play an essential role in creating stable soci- Working Groups Keynote Speaker: Synopsis eties. In Northern Ireland business can be seen to support cultural program than can, unlike so Colin Tweedy, Chief Executive of Arts & Busi- many other attempts, bridge the gaps between ness UK and Chair of CEREC: Most politicians the religious divide. and business leaders do not necessarily share the Modernization must not simply mean West- belief in the importance of culture and the need moderion mus not simply ma West for culture to be financed in order to be sustained innizaton. The key approach surely is to respect locally, nationally and globally. The business indigenous talent and creativity, openness to lo- community is conspicuous by its absence, at cal culture and a belief in and respect for common many conferences on the arts and culture. The human ethical responses. The ultimate danger is problem is that culture is not on their list of pri- by delaying cultural development, the develop- orities. That is why associations promoting part- ing countries will have already adopted western 226 Culture Counts models that impose alien tastes, reactions, values is also applied to the sponsorships. Through the and needs on differently constituted societies. If Trusts and associated sponsorships, Nedbank we wait until the seemingly urgent issues are has demonstrated how to create win-win situa- solved we lose both the opportunity to strengthen tions for all stakeholders. identity and pride, as well as the possible solu- L'Agenda Culturel, Lebanon: If good will is tions and ideas that came from within a culture. an integral part of 'mecenat', then the concept has We will not win the argument with business in fact been present in the Arab world for centu- without facts and case studies. Tax and legal in- ries. But the concept needs a developed modem centives are important and fiscal harmonization private sector and the existence of appropriate re- is a valued goal. They need to read and hear the cipient institutions, painters, artists, actors etc. gospel before they can preach it. Absent from the Arab and international scene for 20 years, Lebanon is now regaining its place as a Working Group Session: Selected Speakers' cultural reference point. At least 15 major art fes- Synopses tivals happen in Beirut where private support Business and the Arts South Africa (BASA) es- amounts to approximately $3million. The one timate that corporate South Africa expended deep concern is the lack of support from the inter- well over R60million during 1997 on the arts; the national organisations for the sustainable socio- figure increased during 1998 and, as new spon- cultural development. The economic argument sors enter the arts sector, it is believed it will con- for culture is little understood in developing na- tinue to grow. The major part of sponsorship tions. Culture is a necessary element for creating spend comes from the financial and industrial stable communities and make members jointly sector. Opinions and attitudes do appear to be responsible for each other. UNESCO is an impor- changing, with a growing understanding of the tant participant in the cultural field but Lebanon possibilities and opportunities afforded through now requires greater co-ordination between the the arts; of the social, developmental, educa- various interested institutions in order to find a tional and economic imperatives addressed better and more harmonious development strat- through the arts. While it would be naive to as- egy. The World Bank has recently opened an of- sume the arts offer the solution, they certainly fice in Beirut, and perhaps we can hope that the have a decisive role to play. Total South Africa, World Bank will add to the information and Glaxo-Wellcome, The Standard Bank, First Na- knowledge that we need in order to better under- tional Bank have all benefited from a direct rela- stand the role of culture as an agent of sustainable tionship with arts and culture as well as development contributing to sustainable development within ARS/AEVI-Museum of Contemporary Art urban and rural communities. -Bosnia-Herzegovina: The ARS/AEVI project Nedcor Bank S.A.: In the early 1990s, Ned- was born during the early bombardments of Sa- bank, one of South Africa's leading banking insti- rajevo; its main goals being the formation of a tutions, introduced an innovative form of permanent collection of works destined to a new marketing, which has proved highly successful museum of contemporary art in Sarajevo. Insti- and conclusively shown the value of sponsorship tutional partners include Milan Prato, Lublijana to bottom-line activity. It has also made a sub- and Venice. The range of supporters for the stantial contribution to the development of arts project is wide and varied, including artists, cit- and culture, sport and the preservation of the en- ies, museums, UNESCO, private sponsors and vironment in South Africa. Nedbank introduced individuals. The project needs to develop further a range of parity banking affinity products linked relationships so that it can move towards the spe- to one of three Trusts including The Arts & Cul- cific goal of establishing a new European Cul- ture Trust of the President. The Trusts operate in- tural Centre in Sarajevo, which could become an dependently and make grants to developmental international space, a world-wide attraction, a projects in South Africa in their respective fields. new meeting point for positive and creative ener- The Trusts thus enable the bank to contribute to gies and a symbolic environment of the greatest the social capital of the nation. All Nedbank cul- importance for East-West cultural relations. In tural sponsorships include a developmental the city of Sarajevo and in the surrounding can- component. A full mix of marketing components ton and throughout the Bosnia and Herzegovina Thematic Working Groups 227 federation the project has received wide political Sarah Iley, The Council for Business and the Arts in support. The last seven years have seen a steady Canada and skilful promotion of the project. All those Chi Gon Kim, Korean Business Council for the who join the project, staff, friends, sponsors and Arts funders share a common goal-a better, more Brigitte Kossner, Initiativen Wirtschaft fur Kunst civilized future. (IWK), Austria Mohamed Lechgar Other valued speakers at the Working Group Dr Ivan May (speaker) NEDCOR Bank, South Session on Culture and Private Sector Support Africa included Fundacion Telefonica (Spain), Teatro Andrew Mcllroy, (Rapporteur) de los Andes (Bolivia), CORONA (Czech Repub- Francesca Minguella, AEDME, Spain lic) and CEC International Partners Ltd (USA) Emile Nasr (speaker), L'Agenda Culturel, Lebanon Chobei Nemoto, Kigyo Mecenat Kyogikai, Japan Participants Hans Renstrom, VOLVO Brigit Roden, Cothu, Eire Carin Adlen, Foreningen Kultur och Naringsliv, Jane Safer, Arts & Business Council USA Sweden Nathalie Sauvanet, CEREC / Admical, France Lisa Ball-Lechgar, Arts & Business UK Marco Scilla, ARS/AEVI, Bosnia-Herzegovina Michaela Bondardo, Bondardo Communicazione, Virginie Seghers, Admical, France Italy Alexander Stanas, OMEPO, Greece Michael Brainerd (speaker), CEC International Gary Steuer, Arts & Business Council USA Partners, Ltd, USA Mikael Strandanger, F6reningen Kultur Cesar Brie (speaker), Teatro de los Andes, Bolivia Naringsliv, Sweden Yoon Byung-Chi,Korean Business Council for the Martine Tridde, Fondation Paribas, France Arts Colin Tweedy (speaker), Arts & Business UK Nicola Danby (speaker), Business & Arts South Nicos Vemicos, OMEPO, Greece Africa Raymond Weber, Council of Europe Francesco de Bergia (speaker), Fundacion Colin Tweedy, Chief Executive, Arts & Business, Telefonica, Spain Nutmeg House, 60 Gainsford Street, London Dr. Elisa Bortoluzzi Dubach, Initiativen Wirtschaft SE1 2NY, UK, Tel + 44 171 378 8143, fur Kunst (IWK), Austria Fax + 44 171 407 7527 Luis Dos Santos Ferro, Fundaco Luso-Americana Email: colin.tweedy@6AandB.org.uk para o Desenvolvimento, Portugal Website: wwwAandB.org.uk Marlene Georgiades, OMEPO, Greece CEREC, c/o Admical, 16 rue Girardon, F-75018, Ora Goldenberg, ALMA, Israel Paris, France. Tel + 33 1 4255 2001, Enver Hadziomerspahic (speaker), ARS/AEVI, Fax + 33 1 4255 7132 Bosnia-Herzegovina Email: contact@cerec.org Makito Hayashi, Kigyo Mecenat Kyogikai, Japan Website: www.cerec.org Thematic Working Group 11 Sustainable Development in Communication and Education: Pilot Projects and Case Studies Organized by Scuola Nonnale Superiore di supporting for over 20 years of intense research Pisa, Soprintendenza Archeologica di and training activity in the field of computer sci- ompei, MEDICI Framework, European ence and humanities. The long-dated experience Pompei, of this institution in the sector of both applied re- Commission, and the Istituto Centrale per search and didactic, has made it particularly apt il Restauro at coordinating an European global education project titled "Research and Development in W A T orking group 11 discussed a proposal Conservation, Management and Communica- for a pilot global education project in tion of Cultural Heritage", including master and vV scultural heritage conservation-man- specialist courses for graduate students aimed at agement-communication. The proposal focused the formation of specialists in cultural heritage on the scientific and cultural subjects promoting a management. global education and training project on cultural To define and realize this new global educa- heritage for countries with developing and tran- tion and training project several authoritative in- sitional economies to be supported and leaded by ternational institutions will join as partners. On a three-fold consortium-type group integrating: the side of top Italian universities and museums * Scientific and research institutions, (Politecnico di Milano, Research National Coun- * Supranational organizations, and cil, Soprintendenza di Pompei , Central Institute * Financial institutions and economic-industrial of Conservation both of the Cultural Heritage companies. Ministry, Institute of Economic Analysis and The project would be under the co-ordination Studies, and Treasure Ministry of Italy) will co- of the Scuola Normale di Pisa whose commit- operate with supranational organizations as the ment in the sector of cultural heritage studies MEDICI Framework of the European Commis- through its Centro di Ricerche Informatiche per i sion; European Foundation for Heritage Skills, Beni Culturali (Centre of Computer Research for European Council, Strasbourg; International La- Cultural Heritage, CRIBECU) has been intense. bor Office of ONU, European Education Partner- The aim of CRIBECU is the study of the complex ship EEP, Belgium; museum institutions as the set of problems relative to the application of new Schoenbrunn Palace of Vienna, University of technologies to human sciences, with a particular Madrid, Maastricht McLuhan Institute, Slovene attention to the safeguard of cultural heritage, Academy of Sciences and Arts, Institute for Spa- 228 Thematic Working Groups 229 tial Studies, Ljubljana; as well companies 3M- influence the material conditions of the object Imation; Norwegian interface for Global High which might look different from its original ap- Technology, Oslo; and Giunti-Interactive Labs. pearance both because of the inevitable changes The group, which aims to constitute a consor- due to the natural decay, and because of the tium-type group led by a task force of consulting changes caused by human accidents, restorations, committee of expert institutions and profession- and transformations or additions. als, is drawing up a global education and train- On the basis of such premises it is easy to un- ing project including: derstand how the natural sciences and the tech- * Master courses in basic cultural heritage man- nical definition of the objects that make up the agement, advanced specialization courses, cultural heritage play a fundamental role to- courses for technicians; and gether with historical disciplines, in the defini- * Refresher courses at various levels for contin- tion of a project finalized to the conservation and uous professional training, as well as a wide the communication of the cultural heritage itself. range of on distance learning and projecting The interdisciplinary approach must consider programs and of best practice standards and the aspects concerning the exploitation of the cul- hand books to be delivered through interac- tural heritage. The economical configuration of tive information networks and satellite/TV protection, exploitation, and conservation must channels. consider the peculiar nature of cultural heritage. Theoretically speaking there is no contradiction Introductory premises: the rationale to between the needs of conservation, and the integrate education and projecting programs needs of the economical exploitation of cultural The objective of the initiative is a fruition of cul- heritage. Multimedia information/communica- tural heritage and cultural identity as an integral tion, using the most advanced technologies, approach to intervention in conservation, man- stands as a fundamental instrument not only for agement, and communication strategies. The the exploitation and the promotion, but also for consideration of cultural patrimony as possible the applied research to the cultural patrimony. economical resource within a program of sus- The centrality of cultural patrimony in the tainable development, in which the respect for programming of a tailored economical develop- the historical memory does not conflict with the ment aimed at being respectful of social organi- organization of new projects of economical de- zation is a model to be promoted and tested in velopment, should start from an essential notion, the different situations. The complexity and the that is the protection of the cultural heritage and variety of interdisciplinary contributions con- the most precise definition of its historical and nected with cultural heritage need highly quali- cultural identity. fied specific curricula as far as specialized Where this condition is not fulfilled, the ob- training is concerned. The basis of this training is jects subject to the economical implementation the field of traditional historical discipline con- will be simple fetishes. For those who have no ex- sistently integrated with the contribution of new perience, they may look similar to antique testi- methodologies and technologies. Top profes- monies, but they will certainly lack all the sional training currently derives from the neces- features to make them original documents, pre- sity of creating, more than anything else, the cious sources for all the information concerning a conditions for an updating of both the contents past that is completely different from the present and the conditions for learning. reality. Interdisciplinary expertise, for the first time ap- Historical enquiry and critical analysis, provid- plied specifically to the protection of cultural her- ing the possibility of connecting the object to itage, is to be part of the cultural and technical where it originally belonged, is the main instru- formation of specialists in cultural heritage. Basic ment for the scientific knowledge of a country's information concerning these disciplines must be cultural heritage. Historical enquiry must have as part of the professional training, not for its com- its objective the reconstruction of the events in pleteness of skills, but to enable better communi- which the object has been involved since the mo- cation with the technical and managing specialists ment of its creation, thus representing the transfor- in achieving progress of the specific knowledge mations it has undergone. Such transformations on the cultural patrimony. 230 Culture Counts The application of the many disciplinary con- planning and realizing local pilot projects as best tributions to the cultural patrimony is a theoreti- practice factors of enhancing and developing the cal/practical acquisition that must take place local cultural heritage. This information hand- within specialized post-graduate courses. This book of best practices will be helpful in planning kind of integral training programs in developing the reconstructed representation of the pro- countries is very important to strengthen or to moted model of a country's cultural identity. The create the sense of a tradition and of an experi- impressive and authoritative prototypical pilot ence finalized to the safeguard of historical mem- projects and the experimental and training cen- ory joined to its tourism promotion. It is ters are to be used as field laboratories and will therefore essential that formative processes take act both as a scientific quality standards guaran- place in every single country with a direct con- tee and factor of attractiveness for companies tact with their specific problems developing a and supporters/sponsors in joint ventures. number of pilot projects tailored to the cultural At the same time the authoritative, scientific policies of the country. The didactic experimen- quality of the consortium partners, as well as of tal and projecting model has proved to be the the available pilot projects and the training field most productive solution. The possibility of for- laboratories, will affect the planning and realizing mative segments to be performed in the field in of a representative number of local pilot projects the most representative cultural centers, muse- to develop and enhance the durable and sustain- ums, and archaeological sites in western Euro- able conservation-management-promotion of the pean countries can only play a complementary local cultural heritage. This development process part as the conclusive moment of the process: it will therefore be directly connected to a country's will be neither the initial phase, nor its only one. cultural identity stimulating a positive and dura- ble effect both in economic and cultural develop- Lack of cultural specialists in developing ment and promoting a worldwide awareness and countries interest inside of the industrial and financial framework. A specialized labor supply-its lack in quantity and quality-must be considered in planning in- Integrative role of industries, companies, and tervention on the cultural heritage resources of professionals and of supranational countries with developing or transitional econo- organizations mies, when accounting for its feasibility and ef- fectiveness. The basic importance of a global and Without direct and indirect involvement of the specialized training program tailored to local private sector there willbeno sustainable devel- needs, as well as to the local education and train- opment and exploitation in terms of economic ing structures, is self-evident in order to plan a feasibility and economic-cultural efficacy and ef- developing and enhancing policy of the local ed- fectiveness, no local continuos labor-market im- ucation system. A preliminary ground interven- pact, or no local dissemination/spin-off of tion is required for carrying out this education technological innovations from industrial ap- project based on applied research and pilot plied research to cultural and education projects. projects. This plan calls for field laboratories and This must include involvement and co-operation monitoring sites of the curricula and promotion of industry, small- and medium-sized enter- of joint ventures between local industries and prises and individual experts and professionals professionals and interational partners as a pre- in a worldwide network of international finan- prosionals ban interenationa pa rters astat p- cial and supporting institutions, such as banks iinaeryvasicn iantgerentioand formeveryniation i and foundations; as well as of political-cultural ofacounserva, man and comi. intermediates as supranational organizations which will mediate between individuals, scien- Prototypical and local pilot projects tific bodies, and companies. They all will act both in planning and realizing the training and pro- An authoritative wide range of prototypical pilot jecting programs as the second and third integral projects will be available on behalf of the part- components of the operating subjects together ners of this consortium group. They can be used with the involved scientific and academic institu- as qualitative training and projecting models for tions inside of this Consortium-type Group. Thematic Working Groups 231 The consortium group and the task force expert velopment of an area more or less accurately, the group number and quality of interventions in terms of The propulsive role of the industrial framework defined priorities in specific areas of conserva- tion and promotion can themselves irrevocably and market is to pronde the content and means change and transform this image in the short or for worldwidel communication and ledsesarnd ,ing the long term. In so doing, the awareness of the the small- and medium-enterF)rises and to mdi- cultural identity of the territory is itself changed. viduals. The proposed task force expert group, to be established inside of the promoted consortium Critical knowledge database as a multipurpose group, will act as an effective worldwide infor- infornation archive mation network and as an authoritative research- ing committee monitoring and checking the Any model of the representation and use of a cul- locally implemented scientific and training inno- tural identity is the result of cultural and eco- vations in a scientifically advanced framework of nomic choices. Before any transformations of education programs tailored to the specific needs material objects are made, a critical awareness of and strategies of a country's cultural heritage. the range and scope of these objects/changes is The available standard pilot projects will there- necessary. The first stage is the setting up of a fore be paralleled by a number of local pilot computerized archive of the objects available in projects. the (national) territory. This database should in- clude details of the historical documentation of The Object and the Basic Operative Outlines of the items, which are indexed electronically in a the Education Project computerized referencing system. We propose that there should be a coherent model for the We propose that the concept of cultural heritage conservation, management, and promotion of a should be analyzed as an integrated system of cultural heritage, and that the methodologies material and non-material objects that are spread adopted should be suited to these. We shall eval- throughout a territory as a result of environmen- uate the manageability, quality, and quantity of tal degradation, cultural evolution, different ty- the choices available and assess the priorities. pologies of urbanization, industrialization, reli- The construction of this digitized archive is in- gious organization and orders, cultural tradi- dispensable for the analysis, evaluation, and tions, and the traditions of local and national planning of future developments. It should con- food production. tain historic and contemporary information of We argue that a region's cultural identity collections, documents, written, and visual texts should be considered as a dynamic reconstruc- (photographs, film) It is the first step in the de- tion of the memory of the historic image of a her- velopment of future work. An archive which itage and its contemporary perception and contains details of the past and which reveals the representation. It is necessary, for example, to present awareness of a cultural heritage is essen- analyze what is being preserved, promoted, and tial to conserve the original, traditional character publicized to understand how a cultural heritage of these objects throughout their historic evolu- is being presented at the moment and how it is tion, but also to create a space (virtual or other- being shaped for the future. In this way one can wise) where people may consult documents for start to appreciate how a cultural identity is be- multiple purposes from the scientific and techni- ing cultivated for locals and for visitors and how cal in organization of museums, to cultural and it is probably being perceived. didactic in broadcasting or popularizing and The perception of a cultural identity is cru- economic in development of tourism. This body cially connected to the global cultural policies of information is a crucial component in our ed- promoted by a country and these in turn decide ucational project. Without it, the project will be the delicate balance between the conservation, deprived of an effective information access to its public management, and the communication- scientific and cultural foundations and, more- promotion of different material objects. How- over, of a basic best practice tool to plan and de- ever, while the contemporary image of a specific velop a wide range of communication products cultural identity-the result of precise economic to manage, promote, and exploit a country's cul- and cultural choices-can present the historic de- tural heritage. 232 Culture Counts Pilot project strategies and controls cision should be based on general financing strat- When setting up pilot projects, it will be neces- egies and criteria used in assessing and selecting sary to evaluate the choices and the priorities of cultural heritage projects and the methodological the proposals made and to consider the effect of choices involved. The construction of an educa- these upon the labor market and on future tech- tional program must therefore aim at the training nological developments. It will also be necessary of specific professional figures which correspond to have a control system evaluating the cost-ben- both to a particular country's general cultural her- efits of the proposed projects. The planning of itage policy and also to the specific character of the educational project in collaboration with sci- the projects it aims to carry out. entific bodies and national and international These professional figures are directly linked companies must be integrated with a program of to cultural strategies in the conservation, mainte- experimental research into the methodologies nance, transformation, and re-use of historical and technologies of restoration suited for the sus- city-centers, historical and contemporary build- tainable development of a cultural heritage. ings, architectural complexes, archaeological The pilot projects will serve as case studies for sites and parks, traditional farms and rural vil- teaching workshops in stages. They will provide lage architecture. Another important factor in the some norms and create a repertoire of examples enhancement of local cultural identity is the con- of best practices, which may act as an incentive servation and cultural exploitation of ancient for joint ventures with national and international and contemporary archives, libraries and collec- companies or bodies of research, thereby becom- tions as integral parts of the cultural heritage re- ing an experimental laboratory for joint work sources forming a country's global cultural with various centers of excellence. identity. The program proposed must therefore The setting up of a project designed to pro- also contemplate professional training in these mote both national and local development will sectors, which play an important role in develop- require a central site for the design of appropri- ing the documentary basis for the critical knowl- ate computer programs and the management of edge of a country's cultural heritage. It must the data base necessary for the educational pro- therefore provide different types of courses, both gram, for experimentation, and for the organiza- in duration and level (depending on the range of tion of pilot projects. More local sites will be skills required and the position to be filled). deployed as points of delivery for a full-scale computerized network which will permit the Education as a stimulus to social-economic consultation of the archives and allow interactive factor: the impact on the labor market applied research via the computer through suit- able channels of communication. The panel will analyze and assess the effective- ness of a country's main policies in the conserva- Working Group Discussion of Four Themes tion, fruition and communication of cultural heritage and their relevance to its cultural and Four discussions sessions were aimed at drawing economic exploitation. The impact of the tourist up a draft of a summary proposal for the proto- industry and cultural fruition must be planned typical education project. and assessed with a view to the safeguarding of a country's geographical, natural, and cultural Fruition of the cultural heritage and cultural resources as integral parts of the history of its identity: a projectfor education cultural identity and the promoted image of its The definition and enhancement of local cultural cultural heritage and individual cultural objects. heritage will be considered as a factor of economic A policy choice is to be made regarding the rela- and cultural development. This entails planning tive importance accorded to either conservation and realizing the education program within a bal- and the safeguarding of cultural heritage or max- anced framework of both economic and cultural imal cultural and economic fruition. The educa- development. A determining factor is the govern- tion program and connected professional ment's decision to favor-qualitatively and quan- figures, as well the methodologies and technolo- titatively-either conservation or exploitation gies to be applied, must be specifically related to within global cultural heritage strategies. The de- the aims and methods of intervention. Themnatic Working Groups 233 A scientifically planned, sustainable develop- development of specific professional figures and ment of cultural heritage which takes into ac- the sponsorship and promotion of cultural heri- count the requirements of tourism (local, tage education programs on part of large and national, and international) entails the continu- small industrial groups (especially those in- ous monitoring of the territory and its cultural volved in ICT). contents. The different qualitative and quantita- An incentive to their involvement might be the tive impact of these contrasting approaches on creation of consortium-type partnerships between the labor market must be analyzed and assessed companies and academic and cultural institutions using feasibility programs providing the financ- and supranational organizations with a view to ing and technological tools and methodologies the collaborative construction of an education best suited to boost and qualify employment in program tailored to a country's global economic- the cultural heritage sectors to be supported or cultural strategies of sustainable development. increased. Continuos discussion should continue on the following: Education and the new technologiesfor * Impact of technological innovations on the de- multimedia access to cultural heritage velopment of specific professional figures and The panel will mainly concern the application of the sponsorship and promotion of Cultural information communication technology (ICT) to Heritage education programs on part of large cultural heritage and its impact on the formation and small industrial groups (especially those of specific professional figures. To determine the involved in Information and Communication nature of this impact, it is necessary to assess the Technology-ICT). efficacy and shortcomings, cost and benefits of * Role of companies in education joint ventures technological innovations, as well as their impact to stimulate the development of new technolog- on global cultural/economic development and ical structures and in selecting and planning on local cultural identity. The multimedia access projects together with cultural institutional to cultural heritage and the development of the partners. ICT must be considered as a stimulating factor * The foreseeable evolution of the professional for a global development. Their impact on both roles and competence in cultural heritage la- cultural identity development and on the defini- bor market due to the involvement of the com- tion of professional figures must be assessed panies in co-operation projects. within the planning of the education program. Further points to consider follow: Concluding Remarks * Wide-range spin-off of ICT applications for The working group recommended formation of cultural heritage and the definition of new a task force to initiate and plan the pilot projects. professional figures in a global cultural heri- The task force would consist of representatives tage education program; from expert organizations, academic institu- * Cost-benefit assessment in account of cultural tions, client countries, private sectors. It was sug- heitg friincmmncto an the. .p oser-n onrl nae etr.Itwssg heritage fruition-communication and the per- gested that a website be created to serve as a ception and awareness of local cultural hen- knowledge resource for posting training courses, tage; and best practices, and shared operating standards. * Role of the MEDICI European Framework of As a final recommendation the Scuola Normale Centers of Excellence in planning a consor- di Pisa volunteered to set up a base to enable on- tium-type structure for defining and realizing specifc education programs for developing gon dicusin and transiional economy countries. In the next decade capacity building and train- ing aimed at helping people help themselves will Technological innovations andj.ruition of be of the utmost importance. The exploration of cultural heritage: the role of industry and new cultural industries and the importance of commerce cultural identity in development will create an increasing demand particularly in developing One of the main subjects of discussion might be countries, for educational programs and train- the impact of technological innovations on the ing. The working group recommended a number 234 Culture Counts of pilot projects that will result in the develop- It was suggested that the pilot projects result ment of curricula to train professionals and ex- from a collaborative effort among the content perts in cultural heritage skills and produce providers in the working group and be applied to educational programs for the general public that development/funding agency activities emerg- will deepen the understanding and appreciation ing from the European Union, World Bank, and of culture. the Council of Europe. A number of challenges in developing curric- ula were identified that can serve as develop- Participants ment guidelines, including the following: OPENING * Courses strike a balance between local needs Marialina Marcucci-Vice President of Regione and emerging global perspectives; particu- Toscana and Responsible for Tourism Policies; larly relevant in a shrinking globe where pro- Mario Verdese-European Comunission DG XIII- fessionals are likely to live in more than one Framework MEDICI; country; Panel, Session I * Solving a conservation problem may require Chair: Salvatore Settis-Scuola Normale Superiore a matrix of skills and an interdisciplinary di Pisa approach; Speakers: Benedetto Benedetti-Scuola Normale * Sensitivity to moving experts and students Superiore di Pisa from different countries in an emerging global Raita Karnite, Vija Virtmane-Ministry of village; Culture-Latvia ° Curricula be based on a participatory ap- Pietro Valentino-Universita La Sapienza- Economics, Roma proach involving stakeholders, communica- Pietronella Van den Oever-World Bank tion, private sector; Institute - Training result in increasing efficiency in cul- Discussants: Dario Arrigotti, Frans Lenglet- tural heritage International Training Centre ITC-ILO * Interoperability and reuse be built into train- Michele Cordaro-ICR-Central Institute for ing segments (since technology will be an im- Conservation-Roma portant delivery mechanism); Heikki Halttunen-National Board of * Global communication standards be incorpo- Antiquities, Finland rated in design to achieve a world without Panel, Session II learning barriers; and Chair: Marco Causi-Universita di Roma 3- * Flexibility be incorporated to adapt to chang- Economics ing needs. Speakers: Pietro Giovanni Guzzo- Framework for producing curricula on an on- Soprintendenza Archeologica di Pompei Wolfgang Kippes-Direction of Schlog going basis were discussed, most notably the cre- Schoenbrunn-Wien ation of a network of expert centers such as the Fiorella Padoa Schioppa Kostoris-ISAE- Scuola Normale di Pisa and centers of excellence Institute of Economic Analysis and Studies- as designated under the programs of the Euro- Univ. La Sapienza pean Union (MEDICI Framework). A methodol- Toni Rasmussen-Art Academy for oywas recommended based on the synergy Architecture, Copenhagen-Project ogy "commes, bal onlthe and 'Preservation in Historic Farms" between country policies, critical knowledge and Daniel Therond-European Foundation for analysis.. Heritage Skills-European Council, Strasbourg As practical first steps, a series of pilot projects Discussants: Paola Barocchi-Scuola Normale were recommended: one based on traditional Superiore di Pisa methods that meets the guidelines outlined, an- Stefano Bruni-Soprintendenza Archeologica other based on internet delivery or tele-training, della Toscana and the third based on training in how to use Gianni Jacucci-Universita di Trento- technology in research. These pilot projects were Informatica-Innovazione d'Inpresa spa technology ~~~~~~~Bernard Henning-ZHG--Centre for Crafts seen as particularly important in order to test sup- and the Preservation of Historic Monuments- ply and demands; stimulate partnerships, partic- Germany) ularly public/private partnerships; and serve as Andrea Zifferero-Universita di Siena- incubator material for expanded programs. Archeology Thematic Working Groups 235 Panel, Session III Alfredo Ronchi-Politecnico di Milano- Chair: Kim Veltman-Maastricht McLuhan Engineering DISET Institute Speakers: Lavinia Gasperini-Education Panel, Session IV Specialist- World Bank Chair: Val Herman-ICL European Education Georges Mihaies-Norwegian Interface for Partnership EEP-Belgium Global High Technology-Oslo Bormida-Giunti-Interactive Labs- Genova Paolo Paolini-Politecnico Milano-Univ. John Gage-SIO Sun Microsystems Lugano-Computer Infornation Alberto Peano-ISMES Zoran Stancic-Slovene Academy of Sciences Mario Sanchini-3 M-IMATION and Arts, Inst. for Spacial Studies, Ljubljana Discussants: Ugo Bacchella-Artlab-Fitzcarraldo, Discussants: Giuliano Benelli-Universita di Torino Siena- Electronic Engineering Walter Bee-Compagnia Italiana di Arturo Colorado Castellary-Universidad Conservazione, Torino Complutense de Madrid, Ciencias de la Mohammed Abdelilah Belghazi-Belghazi Informnacion Museums, Morocco Maurizio Forte-CNR ITABC National Fabrizio Davide-TELECOM, Milano Research Council-Roma Roberto Gagliardi-Meta--Consorzio Pisa Umberto Parrini-Scuola Normale Superiore di Ricerche Pisa Conduding Remarks: Eleonor Fink-World Bank Thematic Working Group 12 Financing Cultural Site Management Organized by The World Bank follows a Workshop on Cultural Site Manage- ment held in Washington, D.C., April 26-30, F inancing sustainable cultural site manage- 1999, under the auspices of The World Bank In- ment is a world-wide challenge. Major cul- stitute and the Bank's Culture and Sustainable F tural sites are threatened by many factors, Development Program. Participants in that including inadequate provisions and resources Workshop included internationally-recognized for management. Small public budgets reflect a experts in cultural site management, as well as failure to view sites as long-term capital assets World Bank staff and professionals in client and to reinvest the revenues they generate into countries who are working on Bank-financed their conservation and operation. Sound finan- projects with cultural site management compo- cial planning and management are needed for nents. Workshop participants discussed the need cultural site administration: at the national level to focus on sources of revenue for conservation and at sites themselves. and operation of sites and on financial manage- Improvements in planning and financial man- ment of sites applying sound business practices. agement of cultural heritage sites would serve a broad community of interests, including national PART I: Financial Management: Balancing Use governments, local communities, international and Conservation and national cultural organizations, cultural her- Presentation: Financing and Economics of World itage professionals, public and private investors, Heritage Sites, by Georges Zouain, Deputy Direc- and visitors to sites-both actual and virtual, tor, World Heritage Centre, UNESCO now and in the future. This Thematic Working Group on Financing The conception of physical cultural heritage is Cultural Site Management is one of a series of ac- important, as it governs use and management. In tivities convened by The World Bank, involving ancient Greece and Rome, what we now term partner organizations and site management ex- heritage was considered patrimony, comprising perts, to address the challenge of cultural site the basic source of life, and valued mainly for its management in the context of cultural and envi- production function. In Europe, at the time of the ronmental conservation, of economic and social French Revolution, heritage assumed a historical development, and community participation. It and political significance; sites and structures 236 Thematic Working Groups 237 were systematically designated and inventoried World Heritage Centre at UNESCO. There are as a source of local or national solidarity and currently 158 states parties and 582 cultural and identity. Later, in 19t century Europe, the indus- natural sites inscribed on the World Heritage trial revolution shifted the bulk of production List. The Convention is influential in the recogni- from agriculture to industry. A capital surplus tion and protection of heritage sites, although resulted, enabling society to support a non-pro- countries that lack skilled personnel and finan- ductive heritage. These developments have mod- cial resources for protection bear a heavy burden, ified our approach to the conservation of heritage only occasionally alleviated by the fund estab- and has transformed it from a primarily produc- lished and administered under the Convention. tive tool to a "supported" good. Presentation: Management of the Angkor Region in Nonetheless, cultural heritage continues to Ca tio n Mannn, Senior in hav ecnoi vau in cneprysoit. T Cmbodia, by Vann Molyvann, Senior Minister have ~ . ecnoi vau incneprroit. In and President-Director General of the APSARA some instances, this is very tangible, such as AndhPrit-a tourism or the daily use of buildings; in other Authority. cases, less tangible, such as the role of heritage in The methodology for managing the vast ex- nurturing a "sense of belonging." Heritage also panse of Angkor requires establishment of tools has value because of its future role: the option and institutional measures appropriate for an value of not destroying a site or monument. The outstanding World Heritage Site. An enormous option value is the revenue the owner expects to quantity of information about the site has been receive if he does not consume his property. This assembled during decades of investigation. To- is referred to as the contingency value of heri- gether with UNESCO, numerous international tage: how much will an owner pay in order to researchers, several French, American, English keep and protect a property. and Japanese universities and technical assis- Tourism is by no means the only economic gain tance organizations are participating in the redis- from heritage. Cultural heritage produces goods, covery of the Khmer civilization. employment and other benefits. But, as heritage Three types of actions comprise the manage- produces economic goods, its life diminishes if it ment process for Angkor. First, there are mea- is consumed by the production process. As a com- sures to safeguard the site and assure access for modity that produces other commodities, heri- researchers and visitors, including establishment tage needs to be cared for and maintained. of a cultural heritage police corps to mitigate Heritage is a scarce, irreplaceable commodity. theft of Khmer artifacts, which continue to feed a There is no such thing as a heritage production flourishing international traffic. The corps also plant. Therefore, the rate of return from heritage attempts to prevent illegal exploitation of forests must remain at a level that does not impact in and surrounding the archaeological park. heavily on its life duration. If we consume heri- Second, an institutional framework has been tage by over-exploiting it, we shall lose long- established, including a compendium of legal term economic returns. It can be said that the an- texts and regulations for protection of the cul- nual cost of conservation of a site should be such tural heritage. These include the Law on Territo- as to enable the site to be conserved and well pre- rial Management (1994); and the Law on the sented. Conversely, we can say that this cost Protection of Cultural Heritage (1996). Opera- should be less than the overall sum of revenues tional institutions have been created: the Su- generated through use of the site preme Council on National Culture (1995) and There is a disparity in the world between the the Authority for the Protection and Manage- location of outstanding heritage assets and the ment of Angkor and the Region of Siem Reap ability of host nations to provide for conserva- (ASPARA) (1995). tion and management. The concept of a world Third, there is medium and long-term planning heritage involving some shared responsibility, is for integrated site development. Accomplish- expressed in the Convention concerning the Protec- ments include: establishment of the Protected tion of the World Cultural and Natural Heritage, Cultural Zones and Guidelines for their Manage- (The World Heritage Convention) signed in ment (1995); the Urban Reference Plan for the 1972. This Convention is administered by an in- Town of Siem Reap/Angkor (1995); the Master ternational committee supported by a staff in the Plan of Transportation of the Province (1996), the 238 Culture Counts Rehabilitation Plan of the Angkor Forest (1999); contrary, shortage of water often led to starva- and the Master Plan for Water Resources of the tion, epidemics and war among communities. Siem Reap Region (nearly completed in 1999). The major challenge of providing water for the The approach of the Khmer culture (early region of Siem Reap can be met by the recon- ninth century to late twelfth century A.C. ) to the struction or development of means for water us- environment was harmonious integration of the age (storage, irrigation and navigation) and for three principal components: mountain, plain and protection against erosion, disastrous flooding water. This trinomial remains a constant in con- and general safeguarding of agricultural land. temporary territorial management in the region. For Angkor, the reconstitution of water re- The Khmers created a unique hydraulic, eco- sources implies attempting to rehabilitate the an- nomic, social and religious system, with a series cient hydraulic city. This could represent the key of five cities. Mastery of the water system permit- to ecologically harmonious development of the ted food production for an estimated 1,900,000 region in the next millennium. inhabitants with a density of 178 inhabitants per Management plans for Angkor consider the square kilometer. cultural and natural resources holistically. The The contemporary population of the region intent is to apply successful principles and tech- has endured torment since 1970. In 1975, the ur- niques of ancient adaptation to the environment ban populations were brutally chased out of to contemporary society. In the case of Angkor, a towns. With the advent of peace, in 1992, people large protected area with considerable autonomy returned to their homeland. The territory of the encompasses the vast site. A contrasting ap- ancient hydraulic cities corresponds roughly to proach is the national system for cultural and the arable land being cultivated today in the natural heritage site management instituted in province of Siem Reap. A current population of Canada. roughly 600,000 inhabitants (based on the 1992 Presentation: Parks Canada: A Business Planning census) inhabits 108 communes and 914 villages Approach to Site Management by Mike Fay, Direc The major challenges are: to restore the cul- tor, Strategic Business Services tural heritage abandoned for 25 years; to recon- stitute the water system, the origin of ancient Site management issues are similar through- prosperity in the region; and to re-populate the out the world. Challenges in managing Canadian area with sufficient human resources to revive cultural and natural sites during the past 30 years development. led to a decision to use a business management Angkor was temporarily inscribed on the approach by Parks Canada, the agency responsi- World Heritage List of Cultural Heritage in Dan- ble for the system of national parks, historic sites ger in 1993. Permanent inscription on the World and protected areas. These holdings include 38 Heritage List would depend upon the Royal national parks, 3 marine conservation areas, and Government of Cambodia ensuring protection nearly 850 national historic sites (of which 135 through: are administered by Parks Canada). Parks Can- * Legislation, strict protective regulations, and ada also contributes to the protection of 163 her- the creation of a national institution for man- itage railway stations, 31 heritage rivers and over agement; as well as, 1,300 federal heritage buildings. * Zoning for site and establishment of buffer Since April 1999, Parks Canada has been art zones to provide efficient physical protection agency of the Federal Government, headed by a for the monuments. Chief Executive Officer reporting to the Minister The conditions have been met with zoning of Canadian Heritage, who is accountable to Par- measures specified in the Plan of Zoning and liament. The agency is the employer of all staff, Management of the Region of Siem Reap, speci- retains all revenues and has non-lapsing bud- fying five levels of classification and protection gets. Parks Canada is responsible for commemo- for the built site and its surrounding environ- rating places, people and events of national ment. Historical research informs us that eco- historic significance, and for long-range planning nomic prosperity and cultural wealth in the to establish systems of national parks, historic region always had close connection with im- sites and marine conservation areas that reflect, provement of the hydraulic constructions; on the in sum, the full range and diversity of Canada. Thematic Working Groups 239 As defined in Canada, the principles of cultural Approximately 25 percent of the Parks Can- resource management are: value, public benefit, ada budget is covered by revenues, including en- understanding, respect and integrity. Stemming try fees to sites, user fees and leases. Parks from these principles, the practice of cultural re- Canada retains all revenues and reinvests them source management involves: inventorying; eval- into its operations and facilities. The guiding uating resources to determine their historic value; principles of the revenue policy are as follows: considering conservation and presentation in re- use and levels of fees are public policy and sub- lation to the value; and monitoring and review of ject to direction and approval by the Ministry of practices. Activities carried out in the process of Canadian Heritage. Tax-based appropriations management are: corporate direction, planning, are used to establish and protect parks and sites. research, conservation and presentation. User fees are charged for services providing a Each site has a Commemorative Integrity personal benefit. Entry fees are set to provide Statement (CIS) articulating its values and the re- reasonable access to Canadians generally, and sponsibilities for conservation. During the pro- vary depending on the services offered. Fees for cess of establishing the CIS, a working group of other personal services are market-based. These multidisciplinary stakeholders is established. market-based fees are set considering cost of de- Once approved, the CIS is a key component of the livering the service, regional market situations, Site Management and Business Plans. Monitor- and the results of public consultation. Field Unit ing operations at the site assure adherence to the Managers can propose packaging and price in- CIS, indicating remedial action where necessary. centives with specific objectives or performance A Historical Site Management Plan for each measures ( for example, youth, seniors and fam- site is designed for a five to 10 year period, and ilies). There are different cost recovery objectives updated every five years. Prepared by multidis- for different services. Field units retain all reve- ciplinary teams, with public consultation, the nues including over-target revenues. plans are presented to Parks Canada's Executive There is a Cost-Sharing Program for Canada's Committee, approved by the Minister of Cana- National Historic Sites. Through contribution dian Heritage, and tabled in Parliament. A typi- agreements, partners are engaged to ensure the cal Management plan contains: the CIS; an commemorative integrity of National Historic analysis of the site; strategies for protection and Sites not owned by the Federal Government. Eli- conservation, for visitor services, for presenta- gible sites must be designated as nationally signif- tion and interpretation, for marketing and tour- icant, be open to the public, and approved by the ism, for partnerships, and for protection of Minister of Canadian Heritage. Projects eligible natural resources. An Environmental Assess- for the program include: acquisition, planning, ment of the site is included. conservation and presentation. Eligible partners The Site Management Plan is implemented may be: a province; a municipality; incorporated through a Business Plan containing a statement non-profit organizations; and private organiza- of what is to be accomplished, how it will be tions or business corporations. A legally-binding done, how it will be measured, how the results contribution agreement is signed, including the will be reported, and who will be held account- extent of activity, the amount and timing. The cost able for the results. sharing partner may be reimbursed by Parks Can- Business planning is an integrated approach ada for up to 50 percent of eligible expenses for combining strategic directions from higher admin- conservation and presentation of the site. istration with the local concept of management at each site. It is an accountability tool for Historic PART II: Revenue Generation: Traditional and Site Superintendents, enabling management New Sources teams to set priorities and allocate resources. The Presentation: Preliminary Research on Compara- business plans, prepared for a three-year period, tive Fees and Tariffs in the Field of Cultural Heri- and updated annually, are simple, strategic tools. tage, by Sergio Fiorentino, Tourism and Cultural Resources are allocated through targets estab- Heritage Planning Economist lished for each site and given to site superinten- dents. Annual reports, required for each site, An analysis of entry fees at cultural sites and present accomplishments related to Business museums in Turkey, and comparisons with neigh- Plan outputs with reference to achievement of boring countries, is instructive in highlighting the Management Plan goals and objectives potential of this revenue source in a competitive 240 Culture Counts tourism market. The situation in Turkey is similar technology to create 3-D environments and mul- to that of many countries that are considering long timedia experiences to reach global audiences. term revenue returns, conservation and manage- Cultural treasures can be brought directly into ment of heritage assets. classrooms and living rooms for the edification In the interest of improving revenues from and enjoyment of students and families. Cul- sites, the analysis produced two recommenda- tural heritage information is more widely avail- tions for change: first, in the national policy for able for scholarly use than ever before. Cultural fees; and second, in national taxation policies, institutions are entering the global electronic Considering the intended growth of cultural marketplace tourism, attention should be given by a commit- marketp e. tee including the ministries of Finance, Tourism While these developments represent a huge aeeindculture toe mincstreasi capl Finflce,Towuan potential source of revenue for cultural sites and and Cultue, tdispersalo touits through institutions, they also require new management couraging pricing skills and structures, as well as a careful watch mechanisms, including possible dual-pricing for and understanding of legal provisions for prop- national and foreign visitors. Further price dif- and rightstandinue leration. ferentiation could give consideration to such erty rights and revenue generaton. groups as school children and the elderly. A second committee comprising the ministries PART III: Discussion and Summation: Future of Finance and Culture with the central govern- Directions ment Treasury and local government representa- Discussion focused on the need to manage cul- tives should examine reallocation of resources in tural resources as efficiently and skillfully as favor of cultural heritage assets through a new tax- other economic and social assets. This necessi- ation policy aimed at increasing revenues for cul- tates sharing information about challenges and tural sites and institutions to address urgent needs techniques, as was done in this Working Group for conservation and management of these assets. i mcrocosm In order to expand the discussion, Presentation: Museums and the Digital Future: an international electronic discussion of issues in Commerce, Culture and Community, by Michael S. cultural site management was suggested. This Shapiro, Secretary and General Counsel, Inter- could be accomplished through the Community national Intellectual Property Institute of Practice within The World Bank Institute De- Innovations in computerization and telecom- velopment Forum. munications are being massively reinforced by Application of modern management tech- digitalization, enabling the rapid and world-wide niques to the conservation and operation of cul- spread of written, audio and visual content. These tural sites requires expanded vision and trained developments have a potentially revolutionary ef- personnel. Among the participants in the Work- fect on cultural institutions and sites. Images and ing Group were Dr. Ahmet Evin, Dean of the related documentation are recorded and orga- Faculty of Arts and Sciences and Dr. Muhittin nized in large, electronic databases, which can be Oral, Dean of the Graduate School of Manage- said to contain the "cultural DNA" of mankind. ment at Sabanci Univeristy in Istanbul. This new The Internet is redefining traditional site and university is considering the possibility of creat- cultural institution functions, making possible ing a graduate program in the management of "virtual exhibitions," using the most advanced cultural heritage resources. Thematic Working Group 13 Growth and Culture in Urban and Regional Proximity Organized by INTERARTS Observatory ment opportunities thrive as local commnunities of Urban and Regional Cultural Policies make the best of their human as well as material (Barcelona) and UNESCO resources. A solid cultural life is the canvas that holds together economic development, employ- ment and sustainable growth. Interarts Observa- r he Florence Conference aimed to provide tory, an agency specializing in area-based cultural Ipolicy strategies, funding -approaches, and toyangecspilzngnar-bedutrl poblcy staltegies, todn placeppulureoathes fod processes, tries to monitor the debate on local arts global alliances to place culture at the fore- contribution to social cohesiveness, employment front of sustainable development. Following and urban regeneration. Its task as joint-organizer UNESCOs advocacy for culture as component, of the working group has been that of providing and eventually final aim of development, the cross-reference material and co-ordinate the con- World Bank seeks to facilitate the encounter be- tributions from guests and participants. tween policy makers in the economic and finan- Over 30 officials, academics and cultural oper- cial fields with leaders and activists from the ators from the five continents took part in the cultural sector. As James D. Wolfensohn, presi- Florence working group. The cities of Bogota, dent of the World Bank stated, "We feel that de- Budapest, Jerusalem, Tunis, Bucharest, Lujbli- velopment will almost certainly fail without the ana, Florence, Barcelona and Kingston were rep- assertion of identity that culture provides". resented and some comparative models were It is in that context this working group was de- established. The six-hours debate brought spe- signed by UNESCO Cultural Policies for Devel- cific recommendations and project proposals for opment Unit and Interarts Observatory, focusing the coming-up agenda on urban and regional on the need to recognize the leading role of cities cultural policies. This is a summary of contribu- and regions in cultural policies for development. tions from participants with an emphasis on the This one day event slides therefore into the de- topics linking to other working groups: heritage, bate promoted by UNESCO as expressed in the environment and employment. Action Plan approved in the Intergovernmental Conference on Cultural Policies for Develop- General Considerations-Local Arts for Global ment held in Stockholm in 1998. Change The proximity level allows for a direct interface A general statement by urban semiologist Ar- between culture and the economy; new invest- mando Silva (Universidad Nacional de Colombia) 241 242 Culture Counts introduced sensitive topics on city transformation has a paradigmatic position in the development and the importance of citizen's perception. From strategy of cities and regions. How can culture his viewpoint, the increase in internet use and cul- operate in the local dimension as a dynamic mo- tural industries demand are particularly relevant tor of development? This question was first de- in the urban context. According to Silva, the iden- scribed through the case of the host region of tity implications of these transformations need to Tuscany. Elio Satti, official in the Cultural Heri- be considered: "If we are now looking for a new tage Department of the Region, presented their supranational integration, the core objective of cul- adopted strategies and the evaluation of the re- tural policies cannot restrict its scope to rescuing sults in the field of cultural heritage as source of and preserving exclusive identities." growth. As he explained, the case of Tuscany, The idea of a new approach to recognize the with a "world class" cultural heritage, is hardly implications of local identity starting from mem- comparable to other local realities where arts are ory processes, was raised by Ridha Tlili from not always at the forefront of the economy. How- Tunis who has been involved in the exploration ever, the opportunities and pitfalls of the Tus- of new local identities in the Mediterranean ba- cany case could be very useful to similar policies sin. According to Tlili, only by deconstructing elsewhere in the world. Under pressure to soften "official memories" can people be empowered to the impact of tourism on the region and its hen- reconstruct their own identity based on their in- tage, the Tuscany Government has developed a dividual/local experience. number of projects with a view to integrating a Identity and locality took the center stage on whole plethora of cultural resources existing in the first part of the day followed by issues related the area into a manageable system. This model to globalization and communication. Thus the hasbeen builtthroughtheactive participation of debate on the need for new ways of understand- hsbe ul hog h ciepriiaino debategon the valueeend impwact of l tunderstin municipalities interested in increasing their cul- ing the value and impact of local cultures tural capabilities as well as curbing the negative world structures. In the global context, local cul- social and ecological side-effects of mass tourism. tures are the raw material for world cultural in- Also from the host city, Maurizza Settembri, dustries but also, local cultures are the basis for from La Fabrica Europa (Arts Centre in Florence) the human dimension in development. fo aFbiaErp At etei lrne The local dimension was generally described expressed her fears on the fact that most of the asThe localediatensubion waspere y dscitizensd budgetary lines were devoted to heritage sector, as the immediate public sphere of citizens and and not to the contemporary arts production. cultural relations. However, some differences These arguments were very often developed emerged on the use of notions such as "commu- along the seminar to illustrate the need to enlarge nity", Sue Boaden (Australia Street Company) the concept of cultural investment used until emphasized that the true meaning should be as- now byc t orltural investment usent sociated to grassroots approach, whereby the lo- cies. However, beyond the need to integrate the cal sphere corresponds to the most effective old and the new, Maurizzia Settembrei reminded synergies between culture and economics. of the new, Maurizzia se i dainded Finally, as Carlos H. G6mez from the Ibero- of the need to create social bonds in daily life. American States Organization (OEI) stressed, it All participants agreed in defining culture as isAimporiant Statoe d Oanetionks ( ) striessbed, i the ways of living together. In that sense, the pres- is important to build new links and bridges be- ence of multicultural communities in the historic tween local cultural identities to foresee a global ce of Fltice, ommunces in the conve- reality where the local is respected and assumed. city of Florence, for instance, showed the conve- New guidelines for researchers, officials and nience to recogrize forms of cultural expression managers will have to be established, Carlos related to the heritage of new city residents. G6mez stated, in order to create new global con- The urban context is the kaleidoscope of cul- sciousness in defense of urban and regional cul- tural expressions, many of whom go often unrec- tural complexity. ognized, interconnecting real needs and concerns of its populations. As Sidney Barthey (amaican Area Cultural Processes in Sustainable NMinistry of Education) remarked at different Development times during the seminar, the recognition of cul- tural diversity is not only a universal right, but a The second part of the workshop was devoted to useful key element to strengthen economic ratio- the practical analysis of some cases where culture nality in development strategies. In fact, the rec- Thematic Working Groups 243 ognition of local cultural expression can only be The need for new types of federative local an inclusive movement if it has to do with bot- projects including cross-border networking was tom-up participation so often reclaimed by the discussed as one of the main road ahead favored World Bank authorities to implement their devel- by the new opportunities afforded by communi- opment policies. cations technology. Some cases from Central and Eastern Europe, illustrate the need to take special care of local Recommendations and a Proposal memory and referential spaces in the midst of ac- The cityepicentre of ethnic, culture, and behav- celerated political and economic changes. In ad- ioral traits-is being recognized as the meeting dition to market transformations, Central and local and regonal poaste join Eastern European cities and regions experience point where local and regional pOlicies join the urgent need to empower the variety of com- forces to tackle the challenges of globalization It munities making up their varied population. syterefore reommended th thenaure of such It was recognized that cities and regions are no synergy should be explored to that end in differ- longer mono-cultural and that the experience of ent parts of the world and the results of such sur- urban diversity is at the core of new patterns of vey dissemnated to help improving policy co- participation. Therefore, cultural investments will operation. have to be understood as community services Area-based cultural policies are also seen as providing social creativity and communication instruments at the service of social cohesion inso- facilities for all. Only by fostering the emergence far as they tend to redistribute resources to dif- of the whole variety of cultural expressions in a ferent cultural groups. Local and regional community and building the democratic systems cultural negotiation should be the object of spe- to ensure their fluid interaction, can development cific analysis and training for officers as well as and culture start a positive relationship. for voluntary cultural actors. This grassroots component is at the core of Only by including a new breed of thinking on sustainable development strategies searched by urban and regional cultural polices can congru- the World Bank, as Mr. Wolfensohn recalled dur- ence be brought to a discourse based on philoso- ing the plenary session of the Conference. The phies of "bottom-up" democracy, grassroots idea to make culture-sensitive economic invest- dynamics and sustainable development. Again, ments was repeated by participants in the work- we should know more as to how cultural partic- ing group. Marko Hren from the Metelkova ipation methods at local level can be transferred Cultural Center in Lujbliana (Slovenia) put the to other areas of urban and regional democracy. example of the Soros Foundation investments in Information and research on the role of artists Eastern Europe., While recognizing the initial and cultural projects in municipalities and re- positive effects of the initiative it has turned out gions with regards to economic development has to be not sufficiently sensitive to urban and re- yet to be properly identified and disseminated. gional conditions. This has resulted in the pro- Inter-area federations regionally and worldwide motion of an "artificial" demand, with perverse must be made aware of the importance of culture effects: purely art form-oriented cultural trends in their search for common sustainable develop- depending on the Foundation funding lines. This ment strategies. example stresses the need to create grass-roots- Several things need to happen: based strategies for future actions, responding to * Include cultural criteria in local development local cultural dynamics. policies; Investing in cultural area-based projects has a - Establish culture-oriented programs in the great significance in democracy and participa- agenda of inter-local and inter-regional au- tory action. Walid Salim from the Panorama thorities; Agency in Jerusalem argued in favor of support- * Empower local authorities worldwide to tackle ing the role of local authorities with NGOs for the culture and development problems that can development of cultural action. One of the prob- only be valued where the information and the lems being how to match the needs to develop lo- expertise is at the local level; cal and regional strategies with the management * Foster programs toward innovative local and demands of large investment such as the main regional cultural policies, including especially bulk of World Bank operations. those led by arts organizations and NGOs; 244 Culture Counts * Include the heritage of today into the heritage Participants of the future, that is investing in new art rather Sidney Barthey, Jamaican Ministry of Education as well as in conservation; Giovanni Becheloni, Universita degli Studi da * Start a new advocacy process by which society Firenze (and international players such as the Sue Boaden, Australia Street Company UNESCO and the World Bank) can appreciate Carla Bodo the need to focus on the local level where cul- Esteve Carames, Interarts Observatory ture and society are indistinguishable; and Chiara Damiani, Fabbrica Europa * Associate local cultural development to the ca- Eduard Delgado, Interarts Observatory pacity of urban and regional countries to es- Carlos H. Gomez, Organizaci6n de Estados tablish co-operative links with partners Americanos beyond their immediate environment. Marko Hren, Metelkova Cultural Centre The working group formulated a double Peter Inkei, Budapest Observatory proposal. ~~~~~~~Y.Raj Isar, UNESCO proposal. Zoe Kazazaki, Greek Ministry of Culture * Therefore we are proposing an action-research Kostanis Mazior, Greek Ministry of Culture exercise leading to a new world urban and re- Eduard Miralles, Centre d'Estudis i Recursos gional cultural networking system: Culturals - to identify the differential nature of proxim- Simon Mundy ity cultural processes, Iiiaki Oyarzabal, Fundaci6n BBV - to identify the type of standing relationship Jean Poncet, UNESCO undertaken locally, Walid Salem, Panorama Agency - to identify potential capacities and skills, Elio Satti, Regione Toscana and Nicolae Scarlat, ARCUB - to exchange information on c .operation Maurizza Settembri, Fabbrica Europa - to xchage iformtionon c-opeahon Armanldo Silva, Universidad Nacional de patterns and new technologies component. Colombia * Finally, we would like UNESCO and the Corina Suteu, ECUME / ECUMEST World Bank to support and hold a conference Ak*tsnki Takahashi, UNESCO Venice Office on the aspects of cultural connectedness and Ridha Tlili, Liasons Mediterranneens local development in year 2000. Andrea Volterrani, Fondazione Hypercampo Thematic Working Group 14 Strategies and Guidelines for Architectural Heritage: Technical and Financial Aspects Organized by ICOMOS, UNESCO, and The strategy Council of Europe The strategy should be based on a series of steps where, among the main tasks, there is the prepa- A rchitectural heritage is spread all over ration of a sort of map of priorities, promoting a ,,A,the world and it is difficult to safeguard culture of preventive measures, rather than all the same level and at the same time. emergency actions. The main steps can be sum- To establish a global strategy therefore is not marized as follows: only desirable but indispensable if we want to as- . A preliminary list (or inventory) of architec- sure that decisions and choices are not arbitrarily tural heritage-a survey and data collection to taken under the pressure of emergency or partic- establish an inventory of cultural sites, historic ular interests. Financial availabilities are limited. towns, monuments and historic buildings- It is the task of a strategy plan to provide rational should be set up in each country. criteria to optimnize the resources in order to * This inventory should be graded highlighting achieve the maximum benefit. The focus is there- the physical conditions and the legal frame- fore to define the criteria in order to establish the work obtaining a sort of intelligent list. This priorities, taking into account physical risks, cul- phase of activity in developing countries tural values, social consequences, and economic should be undertaken by the local authorities, aspects. with the cooperation of a team of international Another important point regards the preven- experts. These teams should have scientific tive measures and therefore the criteria to allo- knowledge and a homogeneous culture to be cate part of the resources to prevent damage in able to provide homogeneous judgements and architectural heritage at risk as well as assign evaluations. Therefore a policy of specific train- money to restore damaged assets. A general ing would be necessary not only for the local strategy that takes into account the heritage of teams but for the international experts. the world as a whole has, therefore, to be estab- * Architectural heritage is threatened by two lished, and the international institutions that categories of risks: unpredictable (wars, strong take care of its safeguard should contribute to its earthquakes) and predictable, related to the in- implementation. trinsic characteristics (typology), the present 245 246 Culture Counts situation of damage and decay, and the envi- because the assessment is a difficult task, the ronment conditions (pollution, earthquakes). costs and benefits can only partly be measured Little or nothing can be done to prevent in monetary terms. The intrinsic value of ar- damage and collapses from unpredictable risks chitectural heritage and correlated effects can and in this case an organization of risk pre- not be evaluated in conventional terms, but paredness appears to be the most rational pos- must also consider changing aesthetic and his- sible strategy. Therefore this strategy plan will torical evaluations as the culture changes over focus only on predictable risks. Predictable time. The "priorities" do not necessarily in- risks can be organized systematically, creating volve an entire site, historic town, building, a map of physical risks, that associates any as- etc., but often refer to only a portion of them or set of the intelligent list and establish a conven- just specific operations. In many cases, there- tional risk index, that prioritizes probabilities fore, a philosophy of "partial" intervention that serious damage, collapse or irreversible appears to be the most successful. decay might occur in the future. * The interventions plan is the final step of a It has to be taken into account that such an general strategy plan and refers to the mea- evaluation, at least initially, is much different sures to be undertaken which can be related to from the diagnosis and risk assessment of indi- different categories: vidual buildings, as it has to necessarily be car- - maintenance and conservation, ried out at an approximate level, dealing with a - monitoring, great number of assets. As it is impossible to - preventive measures, propose such an activity that is complete and - emergency repair procedures, extended to all the territory, it should be - repairs and restoration works, thought of as a step-by-step process, always in - transformation of the original use a