{"id":2605,"date":"2023-11-07T09:59:48","date_gmt":"2023-11-07T08:59:48","guid":{"rendered":"https:\/\/escp.eu\/blog-bachelor\/?p=2605"},"modified":"2023-11-07T10:11:24","modified_gmt":"2023-11-07T09:11:24","slug":"preserving-the-soul-of-culture-how-a-film-produced-by-bsc-students-questions-the-pursuit-of-genuine-tourist-experiences-2","status":"publish","type":"post","link":"https:\/\/escp.eu\/blog-bachelor\/preserving-the-soul-of-culture-how-a-film-produced-by-bsc-students-questions-the-pursuit-of-genuine-tourist-experiences-2\/","title":{"rendered":"Preserving the Soul of Culture: How a Film Produced by BSc Students Questions the Pursuit of Genuine Tourist Experiences"},"content":{"rendered":"\n<p>In a world increasingly dominated by <strong>mass tourism<\/strong>, <strong>social media<\/strong>, and <strong>Artificial Intelligence<\/strong>, the concept of \u00ab\u00a0<em>culture<\/em>\u00a0\u00bb has become more artificial, superficial, and generic than ever. In their article titled \u00ab\u00a0<a href=\"https:\/\/thechoice.escp.eu\/tomorrow-choices\/how-to-avoid-the-commodification-of-culture-a-challenge-of-authenticity\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Avoid the Commodification of Culture: a Challenge of Authenticity<\/a>\u00a0\u00bb and published by The Choice, ESCP Professors <strong>Justin Byrne<\/strong> and <strong>Marc Oberhauser<\/strong> delve into the commodification of culture, drawing inspiration from the film \u00ab\u00a0<strong>The Spectacle of Culture<\/strong>\u00ab\u00a0, produced by a group of Madrid BSc students. <\/p>\n\n\n\n<div style=\"height:18px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">The Spectacle of Education: When an Assignment Becomes a Lesson<\/h3>\n\n\n\n<p>Created within the context of their second-year <strong>intercultural skills course<\/strong>, the film crafted&nbsp;by <strong>Leo Casares<\/strong> (Director), <strong>Ludovica Marocchesi Marzi<\/strong>, <strong>Nicolas Moingeon<\/strong>, and <strong>Alessandro Monte<\/strong> is a docudrama that questions and challenges the assignment itself, the programme, ESCP, and contemporary capitalism, while underscoring the growing tension between the desire for international travel and the pursuit of genuine experiences.<\/p>\n\n\n\n<p>The Spectacle of Culture, winner of the <strong>Jury&rsquo;s Choice Award<\/strong> at <strong>ESCP&rsquo;s cross-campus Intercultural FilmFest<\/strong>, serves as a powerful reminder that culture has been commercialized and diluted to cater to the demands of modern society. <\/p>\n\n\n\n<p>The film captures the essence of the problem by following a family of tourists in Madrid, excitedly <strong>exploring an artificial recreation of the city&rsquo;s cultural highlights<\/strong>. It portrays a world where authenticity is sacrificed for convenience and entertainment, raising critical questions about the state of culture today.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>READ ALSO:<\/strong> <a href=\"https:\/\/escp.eu\/blog-bachelor\/the-value-of-intercultural-skills-from-the-classroom-to-the-global-workplace\/\" target=\"_blank\" rel=\"noreferrer noopener\">The value of intercultural skills. From the classroom to the global workplace<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:12px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The Spectacle of Culture, winner of the Jury&#039;s Choice Award at ESCP's Intercultural FilmFest\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/Xd2oRC_c4ZQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:22px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">The Trap of Commodification: How to Avoid the \u00ab\u00a0Culture-washing\u00a0\u00bb<\/h3>\n\n\n\n<p>To address this challenge, the article suggests <strong>three ways<\/strong> to avoid the commodification of culture:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Facilitate meaningful cultural exchange:<\/strong> Instead of offering superficial or commodified versions of culture, prioritize genuine cultural exchange. Encourage interactions between tourists, international students, and local communities, fostering an environment where diverse perspectives are valued and celebrated. Platforms like Airbnb, Eatwith, and Workaway are great examples of organizations that promote authentic cultural experiences.<\/li>\n\n\n\n<li><strong>Leverage authenticity in branding and marketing strategies:<\/strong> Organizations should recognize the significance of authenticity, particularly for younger generations, and incorporate these values into their branding and marketing strategies. Transparency, genuine experiences, and real stories should be the focus, avoiding exaggerated claims or cultural appropriation. The failed example of Pepsi&rsquo;s \u00ab\u00a0Pepsi and Refresh Project\u00a0\u00bb serves as a reminder that authenticity cannot be manufactured.<\/li>\n\n\n\n<li><strong>Embrace personalization and customization:<\/strong> Embracing personalization and customization allows organizations to cater to individual preferences and needs. Leveraging AI and technological advancements can provide tailored products, services, and experiences that resonate with the cultural backgrounds, values, and identities of customers. Copal.ai is highlighted as an example of a company that uses AI to provide individualized, real-time translation services.<\/li>\n<\/ol>\n\n\n\n<p>The article also stresses the importance of avoiding \u00ab\u00a0<strong>culture-washing<\/strong>,\u00a0\u00bb where cultural elements are commodified or misused for deceptive purposes. Engaging in such practices can have detrimental effects on an organization&rsquo;s reputation, leading to a loss of trust, credibility, and authenticity among consumers.<\/p>\n\n\n\n<div style=\"height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">From Commercialization to Authenticity<\/h3>\n\n\n\n<div style=\"height:6px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"573\" data-id=\"2582\" src=\"https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.45.02-1024x573.png\" alt=\"\" class=\"wp-image-2582\" srcset=\"https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.45.02-1024x573.png 1024w, https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.45.02-300x168.png 300w, https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.45.02-768x430.png 768w, https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.45.02-1536x859.png 1536w, https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.45.02.png 1934w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"579\" data-id=\"2580\" src=\"https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.42.38-1024x579.png\" alt=\"\" class=\"wp-image-2580\" srcset=\"https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.42.38-1024x579.png 1024w, https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.42.38-300x170.png 300w, https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.42.38-768x435.png 768w, https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.42.38-1536x869.png 1536w, https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.42.38.png 1930w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"494\" data-id=\"2579\" src=\"https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.35.24-1024x494.png\" alt=\"The Spectacle of Culture Movie\" class=\"wp-image-2579\" srcset=\"https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.35.24-1024x494.png 1024w, https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.35.24-300x145.png 300w, https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.35.24-768x371.png 768w, https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.35.24-1536x741.png 1536w, https:\/\/escp.eu\/blog-bachelor\/wp-content\/uploads\/2023\/11\/Schermata-2023-11-06-alle-11.35.24.png 1936w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<div style=\"height:6px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In a world where <strong>culture has become a commodity<\/strong>, preserving its authenticity is a challenge that demands our attention. As educators, businesses, and individuals, we must recognize its value beyond its commercial aspects. By following the strategies outlined in this article, we can celebrate culture with authenticity and respect, ensuring its vitality for generations to come.<\/p>\n\n\n\n<p>\u201dThe Spectacle of Culture\u201d and the article by Justin Byrne and Marc Oberhauser have provided us with an insightful perspective on the commodification issue. It is now our responsibility, particularly within the <strong>ESCP community<\/strong> and, more specifically, in the <strong>Bachelor in Management (BSc) programme<\/strong>, to wholeheartedly embrace these invaluable lessons. <\/p>\n\n\n\n<p>ESCP places a strong emphasis on fostering <strong>ethical business<\/strong> and <strong>leadership values<\/strong>. As such, it is imperative for our students to contemplate every interaction point between business and the broader world, ensuring they are equipped to make thoughtful and ethically sound business decisions when the time comes for them to do so. Together, let us endeavor to create a world where culture flourishes with authenticity, liberated from the constraints of commercialization.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><em><strong>Are you interested in discovering the opportunities ESCP Business School and the Bachelor in Management (BSc) can open up for you? <a href=\"https:\/\/lp-federal.escp.eu\/en\/undergraduate\/bachelor-in-management-bsc\/?utm_source=bsc-blog%26utm&amp;utm_medium=article&amp;utm_campaign=federal_bsc_ag_2023-2024&amp;utm_content=Culture+Commodification\" target=\"_blank\" rel=\"noreferrer noopener\">Click here and get our brochure!<\/a><\/strong><\/em><\/p>\n<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div>","protected":false},"excerpt":{"rendered":"<p>In a world increasingly dominated by mass tourism, social media, and Artificial Intelligence, the concept of \u00ab\u00a0culture\u00a0\u00bb has become more artificial, superficial, and generic than ever. In their article titled \u00ab\u00a0How to Avoid the Commodification of Culture: a Challenge of Authenticity\u00a0\u00bb and published by The Choice, ESCP Professors Justin Byrne and Marc Oberhauser delve into [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":2575,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[1],"tags":[48,114],"class_list":["post-2605","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-other","tag-soft-skills","tag-student-life"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Spectacle of Culture: A BSc Students&#039; film on Culture-washing<\/title>\n<meta name=\"description\" content=\"Discover how film by ESCP Bachelor in Management (BSc) students questions the 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