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建设国际静安推进会议Jing'an conference

(2008-08-06 21:53:56)
标签:

名人博客

文化

意大利

意大利外交部

倪波路

分类: 上海静安区文化活动JingAn

    Today I was invited by the Jing’an Municipality to participate in the Conference “Internationalization of Jing’an District”, and to explain why their cooperation with the Cultural Office of Italy has been so successful.

    I indicated the Keys of success in: communication; image building; linking lifestyle, culture and economic opportunities. The full speech is attached.

    I was particularly honored to be the only foreigner present!

 

    今天我受邀参加了静安区政府组织的“建设国际静安推进会议”,并谈了静安区政府与我们意大利文化处能够合作如此成功的原因。

    我在会上的发言中提到的成功合作的重要因素有:沟通交流,形象建设以及将生活方式、文化活动与商业机会结合在一起的重要性。之后我会附上我演讲的全部内容。

    我很荣幸能够成为受邀出席此次大会的唯一一名外国友人。

 

建设国际静安推进会议Jing'an <wbr>conference

 

建设国际静安推进会议Jing'an <wbr>conference

 

建设国际静安推进会议Jing'an <wbr>conference

 

附:建设国际静安推进会议英文发言稿

 

Cooperation between

Cultural Office of the Consulate General of Italy and the Cultural office of the Jingan District:

a success story for internationalisation

 

Distinguished authorities of the Jingan District,

Good morning!

 

The cultural exchange between China and Italy date from the Roman Empire: 2000 years ago, the Roman Emperors wore only silk robes coming from China.

 

Today such exchanges have an extraordinary growth, because our two countries have established a relation of great friendship in the past few years; a relation of reciprocal admiration and esteem, and a warm sympathy.

 

The relation with the Jingan District in general, and with his Cultural Office in particular, is a “success story”: Italy contributes with financial resources but, above all, with first-class artists and cultural personalities; the Jingan District / Cultural Office contributes with hard work, logistic, appropriate spaces, personnel and public. These two elements are the basis for this lucky relation.

 

We must proceed together on the way of culture if we want that the Jingan District become a true international District; the key for this success is to organize more cultural events, which can improve image and impact through immediate communication.

 

The level of cultural events of Jingan District is already very high! We must collaborate to make it hither and higher.

The Year 2006 was the Year of Italy and China, during which the Culture Office of the Consulate General of Italy in Shanghai has organized in Shanghai almost 200 events, spanning from concerts to dramatic plays, from art exhibitions to conferences.

 

It is also the year in which a successful cooperation with the Jing’an District has started. The first event has been the installation of a sculpture of Carlo Goldoni, the famous Italian play writer, in what it is called now”the road of the play writers”, i.e. Hua Shan road.

 

That brilliant event, organized with the highest authorities of Jing’An District and Italian diplomacy, was also the occasion for the signing of a multi-year agreement between the famous “Piccolo Teatro di Milano” and the “Shanghai Theater Academy” (which will result in a joint-performance during the Shanghai Expo 2010).

 

The second event took place at the beginning of June 2007, when a folkloric group from Italy performed in the plaza near the Jing’An Park. Nearly forty young Italians performed a show of acrobatics and flag-waving exercises, dressed in magnificent customs from the Italian renaissance.

 

The third event has been in this year, on 31 July 2008. With friendship and kind generosity, the Jing’An district has agreed to organize an “Italian Day”, featuring a concert of the famous violinist Vittorio Di Lotti and the “enchantment quartet” of the young professors of the Shanghai conservatory. The splendid ball room of the Paramount Theater has been the venue for the execution of rare and beautiful harmonies of the Italian 18th century.

 

The fourth event has been held at the cultural center of the Jing’An district on the 1st of June, 2008, when myself animated a conference on the meaning of Vivald’s famous piece of music: the four seasons.

 

Apart from these main cultural events, our cooperation has invested many other occasions, when I have been invited to enjoy spectacular cultural shows and performances organized by the district.

During this time, in which I have the honor to address such important audience, I would like to formulate some suggestions on the relations between culture and economy. 

I always repeat the slogan:

CULTURE IS LIFESTYLE; LIFESTYLE IS BUSINESS

Last year was the bi-millenary anniversary of the death of Maecenas, the Minister of the Roman Emperor Augustus.

 

He was the first “manager of culture”, so much famous that the word “mecenatism” is now worldwide recognised as a synonym for culture management, sponsorship, communication and publicity through culture.

 

Italy is therefore the origin of the concept of culture as a business.

 

A service industry is in itself a culture affair. The concept of service is linked to the concept of need.

 

One needs to eat and there is food industry.

One needs to be dressed and there is clothing industry.

And so on.

 

Why Italy is the leader of the world service industry?

Because in 2000 years Italy developed a “leap of quality”, moving from the satisfaction of the basic needs (eating, being dressed and so on) to the concept of “quality of life”, thus inventing and propagating the “Italian lifestyle”.

 

The quality of life in Italy is currently considered the best in the world due to the “cult of beauty” which Italians have and use in everyday life.

 

Jing-an district is at the forefront of Chinese culture in Shanghai and this part of China, and can effect a “leap of quality” following the example of Italy.

 

400 years after the historical friendship between Xu Guangqi, Li Madou and Xiong Sanba, Jing-an could develop close cooperation with the Italian Cultural Institute in:

 

1.     setting models and examples of good lifestyle (to create potential customers);

2.     helping and identifying “lifestyle industries”: gymnasiums, fashion industries, “niche” restaurants, lifestyle clubs;

3.     Introducing quality habits in the behaviour of citizens: dental services, beauty, entertainment, books, children education.

4.     promoting the image of Jing-an District and enhancing the communication, through website and blog of testimonials. To give you an example, I have set my personal blog one week ago and – without any personal promotion – I have 100 visits a day so far.

 

The Ambassador of Italy in China says: Italy and China are the two “cultural superpowers” of the world.

Hand in hand they can lead the lifestyle of the 3rd Millennium.

 

In conclusion, l’d like to emphasize that the Cultural Office of Jingan District has established a very good cooperation with Italian Culture Office in Shanghai, which resulted in the organization of several important events. I can witness that such events have had a very positive effect on the internationalization of Jingan District.

 

I look forward to organizing with them many other cultural events in the future.

 

 

 

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