Apart from all this controversy that has been generated by massive events, face-to-face classes and the increase in infections due to the omicron variant, what is also being talked about is the reactivation of cultural events in our entity, something that, As we have always said, rather than seeking to compete with commercial entertainment, its greatest merit will be the formation of audiences that give meaning to a cultural policy that promotes diversification as an alternative for social cohesion.
Just three days ago, a renowned Mexican artist managed to fill the Tomateros baseball stadium, revealing the loyalty factor that an audience can have, where even the restrictions due to the pandemic and the high costs for its access They were not an impediment to having a full house.
Before this demonstration of call, there is no lack of people who usually point out that “there is an audience for everything”; however, audiences are not generated spontaneously, so any activity that offers entertainment for people necessarily requires, in addition to the quality of the artist, of course, well-focused strategies in terms of planning and marketing. And this does not have to be different for the activities that are developed as part of the cultural offer promoted by governments. The scope and effectiveness of cultural programming will ultimately depend on how many consumers it can reach. Hence the relevance of a well-thought-out cultural offer and an adequate call. Once this task has been achieved, the next and perhaps the most difficult task will be to maintain the permanence of this public and find ways to innovate to increase it.
Over the years, the activities of Difocur (Department of Development and Regional Culture) and its subsequent evolution to ISIC (Sinaloense Institute of Culture), gradually managed to position some of its most emblematic programs and, through actions aimed at cultural decentralization, always sought to generate new audiences and eradicate that elitist stigma where only the cultured and intellectuals were capable of appreciating art.
With the arrival of covid, cultural activity was one of the most affected items, since for health reasons many activities already scheduled had to be suspended and an attempt was made to turn them into a virtual scheme, something for which, as in many other activities, we were prepared.
At this time, although the omicron variant continues to be a threat, most of the population is now aware that covid must be assimilated rather as an endemic that will eventually be present in our lives, and that like many other viruses, inoculation and preventive measures will be the best way to avoid the development of its symptoms. Under these considerations, the prohibition or restriction of activities should be in strictly necessary cases, since most of the population has the complete vaccination schedule and that places us in a very different context from the one we lived in when the pandemic began.
Within this scenario and with evidence of the psycho-emotional disorders that confinement has generated, the current administration of Dr. Rubén Rocha Moya faces the enormous challenge of reconciling health measures with the need for socialization and recreation that a population like ours, where the hubbub and festivity are part of our idiosyncrasy. In addition to the return to face-to-face classes that our children and young people already needed so much, culture represents that necessary complement for their comprehensive educational training, which is why the management of the current head of the ISIC, Dr. Juan Salvador Avilés Ochoa, is very remarkable. , who in these first months has managed to revitalize cultural activity, with which it will be possible to recover, maintain and generate new audiences. To do this, it is necessary to prioritize segmentation (population and territorial) and the qualitative aspect of the cultural offer, considering not only the interests and demand of the public, but also prioritizing that local talent (trained and in training) in its artistic programming. which we have.
If you, dear reader, like entertainment and even tend to pay a high price to see your favorite artists, we also invite you to take a look at the cultural activities carried out by the ISIC…they do not cost and are an alternative that you can get surprise.
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