Cultural activities in Vietnam are not receiving adequate sponsorship, with artists unable to access to enough funds to promote their works or fully exercise their creativity.
Cultural sponsorship, a habit encouraged by the government, should be seen as a social obligation of entrepreneurs and the wealthy.
One of the most visible social phenomena in Vietnam is the boom in the number of sponsored “entertainment” events.
Many businesses consider events, such as concerts and specialty TV shows, a way of introducing their products to the masses. As a result they don’t mind spending a good deal of cash on these events.
However, sponsoring such events on an ongoing basis – without any thought to the cultural value of the programs – is having a negative impact on the development of Vietnam’s arts and culture.
Cultural sponsorship means more than just buying artworks and granting scholarships to art students. It also means setting up cultural support funds that can finance exhibitions and performances.
Most of the world’s biggest art collectors and sponsors are wealthy individuals, including business people. Their taste in art - and their financial assistance - are major forces behind the success of many international artists, as well as the direction of a country’s cultural and artistic development.
In 2006, the U.S. had 62,000 culture support funds totaling US$3.6 billion. France had about 2,100 funds, including the renowned Foundation Cartier and La Maison Rouge.
In Vietnam, no such funds exist and cultural philanthropy is not a familiar concept.
It is time for Vietnamese business - especially major groups like Vietnam Airlines, Vinashin, PetroVietnam, Viettien and FPT - to think about setting up funds for cultural activities.
Sponsorship can take different forms, including financial or technical assistance, human resources, ideas and venues or commissioning local artists to design company logos or artworks.
Every Vietnamese business can participate in cultural philanthropy. They can start small. But every effort contributes to the country’s art and culture sector will eventually help Vietnam catch up with other countries in the region.
* Nguyen Dinh Thanh, who holds a master's degree in Cultural Management, is public relations director at the Sofitel Metropole Hanoi
POST YOUR COMMENT
City & Country
Phone Number
We will not publish your email or full address on our website, or give them to a third party.
Tags:
Vietnews is not responsible
for the content of external Internet sites.