{"id":10061,"date":"2021-11-05T09:30:18","date_gmt":"2021-11-05T08:30:18","guid":{"rendered":"https:\/\/www.barcelonaglobal.org\/blog\/?p=10061"},"modified":"2021-11-03T11:43:46","modified_gmt":"2021-11-03T10:43:46","slug":"la-barcelona-cultural-el-desafio-del-cambio-de-paradigma","status":"publish","type":"post","link":"https:\/\/www.barcelonaglobal.org\/blog\/barcelona-2040\/la-barcelona-cultural-el-desafio-del-cambio-de-paradigma\/","title":{"rendered":"La Barcelona Cultural: el desaf\u00edo del cambio de paradigma"},"content":{"rendered":"<p><!-- VideographyWP Plugin Message: Automatic video embedding prevented by plugin options. --><br \/>\n<div class=\"row wpb_row row-fluid\"><div class=\"wpb_column columns medium-6 thb-dark-column has-fill small-12\"><div class=\"vc_column-inner  vc_custom_1619695447811\"><div class=\"wpb_wrapper \">\t<div id=\"thb-team-270\" class=\"thb-team-row team-dark\">\n\t\t<div class=\"row style1 regular-padding\" data-columns=\"medium-12\" data-pagination=\"true\" data-autoplay=\"\" data-autoplay-speed=\"4000\">\n\t\t\t\t<div class=\"thb-team-member small-12 medium-12  columns member_style4 \">\n\t\t<div class=\"team-container\n\t\t\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"777\" height=\"777\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"attachment-full thb-lazyload lazyload\" alt=\"\" sizes=\"(max-width: 777px) 100vw, 777px\" data-src=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado.png\" data-sizes=\"auto\" data-srcset=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado.png 777w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado-300x300.png 300w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado-150x150.png 150w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado-768x768.png 768w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado-12x12.png 12w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado-180x180.png 180w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado-90x90.png 90w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado-370x370.png 370w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado-20x20.png 20w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado-185x185.png 185w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado-740x740.png 740w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado-400x400.png 400w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/collado-48x48.png 48w\" \/>\t\t\t\t\t\t<div class=\"team-information\n\t\t\t\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<h6 class=\"member-title\">Alba Collado<\/h6>\n\t\t\t<p class=\"job-title\">VR &amp; AR Account Manager, Mediapro<\/p>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t<\/div>\n\t<style>\n\t\t\t\t\t<\/style>\n\t<\/div><\/div><\/div><div class=\"wpb_column columns medium-6 thb-dark-column small-12\"><div class=\"vc_column-inner  \"><div class=\"wpb_wrapper \">\t<div id=\"thb-team-255\" class=\"thb-team-row team-dark\">\n\t\t<div class=\"row style1 regular-padding\" data-columns=\"medium-12\" data-pagination=\"true\" data-autoplay=\"\" data-autoplay-speed=\"4000\">\n\t\t\t\t<div class=\"thb-team-member small-12 medium-12  columns member_style4 \">\n\t\t<div class=\"team-container\n\t\t\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1019\" height=\"1090\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"attachment-full thb-lazyload lazyload\" alt=\"\" sizes=\"(max-width: 1019px) 100vw, 1019px\" data-src=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/nun\u0303ez.jpeg\" data-sizes=\"auto\" data-srcset=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/nun\u0303ez.jpeg 1019w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/nun\u0303ez-280x300.jpeg 280w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/nun\u0303ez-957x1024.jpeg 957w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/nun\u0303ez-768x822.jpeg 768w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/nun\u0303ez-11x12.jpeg 11w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/nun\u0303ez-370x396.jpeg 370w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/nun\u0303ez-800x856.jpeg 800w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/nun\u0303ez-20x21.jpeg 20w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/nun\u0303ez-185x198.jpeg 185w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/nun\u0303ez-740x792.jpeg 740w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/nun\u0303ez-400x428.jpeg 400w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/nun\u0303ez-45x48.jpeg 45w\" \/>\t\t\t\t\t\t<div class=\"team-information\n\t\t\t\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<h6 class=\"member-title\">Mar N\u00fa\u00f1ez<\/h6>\n\t\t\t<p class=\"job-title\">Departamento de Patrocinio y Mecenazgo, Fundaci\u00f3n Joan Mir\u00f3<\/p>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t<\/div>\n\t<style>\n\t\t\t\t\t<\/style>\n\t<\/div><\/div><\/div><\/div><div class=\"row wpb_row row-fluid\"><div class=\"wpb_column columns medium-12 thb-dark-column small-12\"><div class=\"vc_column-inner  \"><div class=\"wpb_wrapper \">\n\t<div class=\"wpb_text_column wpb_content_element  \" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h2 class=\"p1\">La ciudad debe afrontar el cambio en el consumo cultural y proyectar su riqueza al mundo<\/h2>\n<p class=\"p1\">Hablamos de Barcelona, sede de grandes festivales musicales, museos de arte de primer\u00edsimo nivel, capital editorial, referente de arquitectura moderna e impulsora universal de las artes esc\u00e9nicas como caracter\u00edsticas principales. La metr\u00f3polis cuenta con atractivos culturales que la proyectan internacionalmente como referente de creaci\u00f3n, experimentaci\u00f3n y exhibici\u00f3n.<\/p>\n<p>\u00a0<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t<div id=\"thb-image-6acd25ee584ad\" class=\"caption-style1  alignleft full  thb_image_link wp-caption\">\n\t\t\t<div class=\"thb-image-inner size_100\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" sizes=\"(max-width: 1200px) 100vw, 1200px\" data-src=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/cultura.png\" data-sizes=\"auto\" data-srcset=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/cultura.png 1200w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/cultura-300x200.png 300w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/cultura-1024x683.png 1024w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/cultura-768x512.png 768w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/cultura-18x12.png 18w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/cultura-370x247.png 370w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/cultura-800x533.png 800w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/cultura-20x13.png 20w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/cultura-185x123.png 185w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/cultura-740x493.png 740w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/cultura-400x267.png 400w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/cultura-72x48.png 72w\" \/>\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\n\t<div class=\"wpb_text_column wpb_content_element  \" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h3>Pero, \u00bfqu\u00e9 hace Barcelona para reconocerse a s\u00ed misma? \u00bfQu\u00e9 lugar ocupa la cultura en las vidas de sus ciudadanos?<\/h3>\n<p>La ciudad es el resultado de las personas que la habitan, que la hacen vibrar y respirar. Es cierto que, desde hace unos a\u00f1os, se ha detectado un alejamiento de la inquietud que despertaba la cultura en la ciudadan\u00eda y, sobre todo, en los m\u00e1s j\u00f3venes. <strong>En este contexto, uno de los grandes desaf\u00edos de la cultura es enfrentarse al cambio de paradigma en el consumo cultural.<\/strong><\/p>\n<h3>1.Nuevas tendencias de consumo de contenidos<\/h3>\n<p>Tradicionalmente el papel de las instituciones culturales consist\u00eda en ofrecer a los espectadores una oferta de contenidos relacionada con un consumo pasivo. De repente, nos encontramos frente a una extensa oferta cultural y m\u00e1s enriquecida con multiplicidad de canales y nuevas tendencias de consumo. Ahora nos dedicamos a:<\/p>\n<ul>\n<li><strong>Picotear<\/strong>. Antes escuch\u00e1bamos las doce canciones del disco de la Oreja de Van Gogh y ahora escuchamos una playlist de Spotify. Muchas veces no sabemos ni qui\u00e9n est\u00e1 detr\u00e1s de esta canci\u00f3n que tanto nos gusta.<\/li>\n<li><strong>Crear<\/strong>. Los propios espectadores son parte del proceso creativo. Creamos en Tik Tok, en Instagram, en Pinterest, en GaradgeBand y en otra infinidad de plataformas. Y lo m\u00e1s relevante, generamos contenido las 24 horas.<\/li>\n<li><strong>Colaborar<\/strong>. Existen conciertos con hologramas donde los propios fans componen las canciones del artista (e.g. Hatsune Miku). Estamos dejando atr\u00e1s un modelo basado en el artista y entramos en modelos de cocreaci\u00f3n.<\/li>\n<\/ul>\n<h3><strong>2) Fusi\u00f3n mundo f\u00edsico y digital<\/strong><\/h3>\n<p>La pandemia ha provocado la urgencia de una <strong>transici\u00f3n digital<\/strong>. Nos ha obligado, a marchas forzadas, a utilizar la tecnolog\u00eda. \u00bfQui\u00e9n no se conect\u00f3 a ning\u00fan live durante el confinamiento? El Covid-19 nos ha impulsado a evolucionar hacia un modelo h\u00edbrido en el que <strong>coexisten las experiencias offline con las online<\/strong>. Sin embargo, existe la creencia de que estas acciones online no son rentables ni despiertan tantas emociones como todas las conocidas presenciales hasta ahora.<\/p>\n<p>\u00bfQuiz\u00e1s la f\u00f3rmula no sea replicar el mismo esquema que funciona a nivel f\u00edsico en el mundo digital? \u00bfPor qu\u00e9 no buscamos experiencias digitales distintas que abran nuevas visiones nunca imaginadas a las que el p\u00fablico estaba acostumbrado? Seg\u00fan Marko Daniel, Director de la Fundaci\u00f3 Joan Mir\u00f3, \u201ces muy importante entender que la inversi\u00f3n digital es una inversi\u00f3n a futuro\u201d.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t<div id=\"thb-image-6acd25ee5925e\" class=\"caption-style1  alignleft full  thb_image_link wp-caption\">\n\t\t\t<div class=\"thb-image-inner size_100\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" sizes=\"(max-width: 1200px) 100vw, 1200px\" data-src=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/digital.png\" data-sizes=\"auto\" data-srcset=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/digital.png 1200w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/digital-300x200.png 300w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/digital-1024x683.png 1024w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/digital-768x512.png 768w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/digital-18x12.png 18w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/digital-370x247.png 370w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/digital-800x533.png 800w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/digital-20x13.png 20w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/digital-185x123.png 185w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/digital-740x493.png 740w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/digital-400x267.png 400w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/digital-72x48.png 72w\" \/>\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\n\t<div class=\"wpb_text_column wpb_content_element  \" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h3><strong>3) Tecnolog\u00eda y datos<\/strong><\/h3>\n<p>Alardeamos del Big Data pero son pocas las empresas que a la hora de la verdad limpian, organizan e interpretan sus datos. El Festival Cru\u00eflla es el \u00fanico festival de m\u00fasica con un centro de producci\u00f3n y control de datos a tiempo real. Su director, Jordi Herreruela, comentaba, en su conferencia \u2018Innovaci\u00f3n: sostenibilidad y econom\u00eda circular\u2019 de la Barcelona tech city, que debemos \u201cdejar de ver el p\u00fablico como una masa para verlo como personas con nombres y apellidos que nos importan\u201d.<\/p>\n<p>Plataformas como Netflix y Spotify concentran su actividad alrededor de la gesti\u00f3n de sus audiencias. \u00c9stas consiguen, como ya conocen al usuario, crear contenido espec\u00edficamente para \u00e9l. Le recomiendan algo le te puede gustar y en la mayor\u00eda de casos aciertan. Gen\u00eds Roca, consultor y especialista en transformaci\u00f3n digital, comentaba en una de sus conferencias \u201cLa cultura es mou\u201d: \u201cHace falta una buena gesti\u00f3n de p\u00fablicos. El dato hay que gan\u00e1rselo y no capturarlo\u201d. Los datos no sirven de nada si no se saben usar. Necesitamos usarlos para crear experiencias culturales que conecten con la gente.<\/p>\n<p>El sector cultural, uno de los que m\u00e1s ha sufrido a causa de la pandemia, ha demostrado con creces que ha podido reinventarse. En Barcelona no falta talento, ni creatividad, ni energ\u00eda para afrontar esta transici\u00f3n. Ahora m\u00e1s que nunca es imprescindible <strong>tener en cuenta y escuchar a las nuevas generaciones<\/strong> para entender su forma de vivir y de socializarse. El sector necesita a gente joven dentro de sus instituciones para generar un cambio intr\u00ednseco dentro de la estructura.<\/p>\n<p><strong>Hay que impulsar y dinamizar la cultura:<\/strong> la nuestra y la que no conocemos, la de ayer, la de hoy y la de ma\u00f1ana. Y, sobre todo, es importante saber proyectar esta riqueza a nivel internacional para transmitir el magnetismo de esta maravillosa ciudad.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t<div id=\"thb-image-6acd25ee599b0\" class=\"caption-style1  alignleft full  thb_image_link wp-caption\">\n\t\t\t<div class=\"thb-image-inner size_100\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" sizes=\"(max-width: 1200px) 100vw, 1200px\" data-src=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/last.png\" data-sizes=\"auto\" data-srcset=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/last.png 1200w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/last-300x200.png 300w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/last-1024x683.png 1024w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/last-768x512.png 768w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/last-18x12.png 18w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/last-370x247.png 370w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/last-800x533.png 800w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/last-20x13.png 20w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/last-185x123.png 185w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/last-740x493.png 740w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/last-400x267.png 400w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2021\/11\/last-72x48.png 72w\" \/>\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div><\/div><\/div><\/div><div class=\"row wpb_row row-fluid\"><div class=\"wpb_column columns medium-12 thb-dark-column small-12\"><div class=\"vc_column-inner  \"><div class=\"wpb_wrapper \">\n\t<div class=\"wpb_text_column wpb_content_element  \" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>Si quieres conocer las \u00faltimas noticias sobre Barcelona, su talento y sus proyectos, \u00a0<a href=\"https:\/\/www.barcelonaglobal.org\/blog\/newsletter-barcelona-global-blog\/\" target=\"_blank\" rel=\"noopener\">suscr\u00edbete a nuestro Blog<\/a>.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"Alba Collado VR &amp; AR Account Manager, Mediapro Mar N\u00fa\u00f1ez Departamento de Patrocinio y Mecenazgo, Fundaci\u00f3n Joan Mir\u00f3 La ciudad debe afrontar el cambio en el consumo cultural y proyectar su riqueza al mundo Hablamos de Barcelona, sede de grandes festivales musicales, museos de arte de primer\u00edsimo nivel, capital editorial, referente de arquitectura moderna 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