This sophisticated, witty but at times brutal film is not just an impressive achievement for a team of 19–20-year-old bachelor’s students. Love it or hate it, The Spectacle of Culture provides plenty of food for thought for those of us working in education and training, tourism and hospitality, or, indeed, in any other sector that offers and promotes culture and cultural experiences, above all with young people in mind.
Produced within the context of their second-year intercultural skills course at ESCP, The Spectacle of Culture by Madrid BSc students Leo Casares (Director), Ludovica Marocchesi Marzi, Nicolas Moingeon, and Alessandro Monte is a docudrama that questions and challenges the assignment itself, the programme, ESCP, and contemporary capitalism.
Given that we are always trying to nurture our students’ capacity for critical thinking, we can only applaud them when they do it as effectively as seen here, even when we ourselves become one of the objects of their critique!
The Spectacle of Culture reminds us of how, in a world of mass tourism, the internet, and life lived through social media and Artificial Intelligence, “culture” can come to mean something artificial, superficial, and generic.
The commodification of local cultures is a complex process that results from a variety of factors, including mass travel, the demand for easily consumable cultural experiences, the proliferation of artificially constructed tourist attractions, and the emergence of a service-oriented economy that caters to visitors’ needs and expectations, sometimes to the detriment of the local communities whose “culture” is being consumed.
In this way, the film highlights the inherent tension between the ever-increasing demand for international travel and enriching experiences, such as education, on one side, and the growing significance younger generations place on individual experiences and authenticity on the other.
In this context, how can we respond? How can we celebrate culture while protecting its authenticity? We’ve taken a closer look at how we might answer the questions and critiques voiced by our students.
The Spectacle of Culture reminds us of how, in a world of mass tourism, the internet, and life lived through social media and Artificial Intelligence, “culture” can come to mean something artificial, superficial, and generic.
Three ways to avoid the commodification of culture
1. Facilitate meaningful cultural exchange
Rather than presenting a superficial or commodified version of culture, prioritise facilitating genuine cultural exchange among all stakeholders. This could mean between tourists or international students and local communities, for example. By creating opportunities for authentic interactions and breaking barriers, organisations in any sector can foster inclusive environments where diverse perspectives are valued and celebrated.
For instance, with their “Experiences” offer, Airbnb aims to foster meaningful cultural exchange by connecting travellers with local hosts who offer authentic and immersive activities rooted in their community’s traditions and lifestyle.
Other platforms in the sharing economy focus on specific dimensions of culture. The name is usually on the packet. For example, Eatwith, operating in many countries, invites locals to host (for a fee) visitors for food experiences, generally in their own homes. And Workaway is all about working alongside locals in exchange for accommodation and sometimes board, facilitating cheap travel and meaningful, immersive experiences.
2. Leverage authenticity in branding and marketing strategies
Building upon the importance of authenticity and genuine cultural experiences, it is crucial to incorporate these values into your organisation’s branding and marketing strategies.
Recognise the significance of authenticity, particularly for younger generations, and strive to convey it through your communication. Showcase real stories, genuine experiences, and transparent messaging that aligns with your organisation’s values and resonates with your target audience. Avoid resorting to exaggerated claims or cultural appropriation, as this can undermine the authenticity of your brand. Instead, engage with your audience in a sincere and relatable manner, fostering a sense of trust and connection that stems from genuine cultural appreciation
You have to be able to walk the walk as well as talk the talk if you are to convince in these respects, and this is not easy.
The “Pepsi and Refresh Project” is a case in point. Pepsi launched the project in 2010 with the aim of connecting with younger consumers and promoting social good. Pepsi spent a significant chunk of their marketing budget to fund community projects proposed and chosen by consumers through an online voting platform. The idea was to showcase real stories of positive social impact, convey authenticity, and resonate with the target audience through transparent and community-driven initiatives.
However, the campaign provoked a backlash from consumers and marketing experts alike. Many argued that Pepsi’s attempt to align itself with social causes felt inauthentic and insincere, more about marketing and branding than a real commitment to social change. Allegations of vote manipulation only further undermined its credibility.
Part of being authentic is also being honest about your brand’s reputation so that you can ensure well-intentioned actions, like in Pepsi’s case, do not backfire.
By creating opportunities for authentic interactions and breaking barriers, organisations in any sector can foster inclusive environments where diverse perspectives are valued and celebrated.
3. Embrace personalisation and customisation
In line with the emphasis on personal experiences and cultural exchange, embrace the power of personalisation and customisation in your offerings.
For example, you may leverage AI and technological advancements to provide tailored products, services, or experiences that cater to the individual preferences and needs of your customers. Allow them to have a sense of ownership and control over their interactions with your brand, empowering them to co-create or customize their experiences.
This approach acknowledges the diversity of their cultural backgrounds and provides them with personalised experiences that truly resonate with their individual identities and values.
A good example of a company embracing the power of AI is Copal.ai, a young California-based tech startup. Emerging from the very diverse higher education sector, Copal.ai is able to offer individualised, real-time translation of (lecture) videos among other features. Their current offer comprises translation into 36 languages, including American Sign Language (ASL) for the hearing impaired.
Celebrating culture with authenticity and respect
Honest engagement with these three strategies will mitigate the risk of culture-washing for companies. Culture-washing mimics the better-known greenwashing or rainbow-washing, and is increasingly being used to criticize and raise awareness about instances where cultural elements are commodified or misused for superficial, deceptive or illicit purposes.
Managers need to recognise that engaging in culture-washing practices can have detrimental effects on the reputation and long-term success of their organisation. Consumers, especially younger generations, are increasingly discerning and value-driven, and they can easily detect insincere attempts to appropriate or exploit cultures.
Culture-washing can lead to a loss of trust, credibility, and authenticity among your audience.
Avoid the pitfalls of culture-washing by investing in genuine cultural understanding, respecting the integrity of cultural practices, and engaging in transparent and ethical business practices with all cultural groups. By doing so, you can build a strong foundation of trust, maintain a positive brand image, and foster long-term relationships with your stakeholders based on authenticity and respect.
More about the film
Combining drama and documentary The Spectacle of Culture begins by following a family of tourists arriving in Madrid, excited by their visit to an artificial recreation of the city’s most prominent cultural highlights. Not by chance, this is located in ESCP´s new Madrid campus building- – “Tourists welcome” and include sights like the Prado (#2@tripadvisor), the Palacio Real (#3@tripadvisor), and culminates in a specific critique of the Mercado de San Miguel (#9@tripadvisor) a refurbished food market in the centre of Madrid. The second part of the film, in a form close to investigative journalism, delivers the heaviest punch, not least to last year´s winners of the same prize who made their video at the very same market.
The film’s director; Leo Casares, whose dream, unsurprisingly, is to go on to make films, acknowledges his artistic and intellectual debt to two Frenchmen. The first is the Marxist philosopher and activist Guy Debord of May 1968 fame. Debord´s 1967 classic, The Society of the Spectacle, is not just referenced in the title of the film, can also be seen its denunciation of the superficial consumption of culture. The second is the filmmaker Jacques Tati, who in films like Mon Oncle (1958), Playtime (1967), and Trafic (1971) deploys satire and surrealism to explore and denounce the growing place of technology and consumerism in European societies more than half a century ago. In this light, one might think ”Plus ça change, plus c’est la même chose”.
About the authors:
Justin Byrne is an Assistant Professor of Management at ESCP Business School (Madrid campus). Former Local Academic Director of the School´s Bachelor of Management, Justin now coordinates teaching of Intercultural Skills across the programme, and provides cross-cultural training in various Masters programmes.
Marc Oberhauser is an Assistant Professor of Management at ESCP Business School (Madrid campus). His area of expertise is international business and emerging markets. In his research, Marc aims at integrating sustainability-related topics within the international business domain and thereby bridging the gap between sustainability- and IB-research.
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