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VALTELLINA. VIVIL HOW YOU

This is the advertisement that you meet going up the Valtellina, advertising that has appeared in magazines and it should represent, according to the dictates of tourism marketing, an attraction for tourists who still ignore the existence of a valley at the heart of the Alps
"Valtellina. Live it as you are. "
Now, leaving the last image considerations, the typical fighter of the Rhaetian Alps and the scenery behind him that looks pretty dolomite Valtellina, one wonders what it communicate the phrase" how you live it. " I was convinced that to know and appreciate a different culture would serve a greater openness to the event horizon of otherness, which is astonishing the difference was an exemplary way of knowing. I am reminded of an ancient Greek word, thaumazein, that does not mean just look, but it indicates the ability to marvel at what they do not belong to us and at the same time that we let this stranger manifesti in tutta la sua differenza. Esattamente il contrario di quanto ci comunica la frase della pubblicità: Valtellina. vivitela come siete, che voi siate cittadini di una metropoli o di un villaggio di pescatori, portate con voi il vostro modo di abitare, qui vi troverete a casa. Appunto, nessuna novità, nessuna fatica di adattamento, nessuna meraviglia, nessuna alterità. Mi chiedo perché mai una persona dovrebbe prendersi la briga di viaggiare fino a questa splendida Valle per fare esattamente le cose che farebbe tranquillamente nel proprio salotto. Per la natura? O per l’aria pura? (sempre che di aria pura si possa parlare quando migliaia di veicoli attraversano la Valle formando code chilometriche), non so, ma sono certo che nessuno would opt for a trip to a place that poses as a tourist village. Yes, because the effect of advertising is just that, presenting the Valtellina like a huge holiday village, just like any other in this village in Egypt or Bali, then who cares if the premises are called Valtellina and produce wines for several centuries and English are and professional bullfighters? This is perhaps the tragic fate of many places where the French anthropologist Marc Augé was referring when he spoke of the slow transformation of places non-places, as opposed to their non-identity, non-relational and non-historical, or spaces ephemeral par excellence in which the difference is swept away by a constellation of images and representations of reality common to all users and that this publicity seems to find its complete form.
Valtellina. Live it as you are, because we live in the Valley we have lost the ability to live and therefore we can not communicate to you our culture, and perhaps even our landscape: the choice of a background in advertising as similar to a valley of Trentino Alto Adige it is the dramatic proof.