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>E O:EHK I:MKBFHGB:E JN> L> <HGCN@: <HG E: F:K<: Carlos Lara explica que el ciudadano de cualquier naciĂłn ha cambiado en la forma de consumir su cultura, su patrimonio; hoy es mĂĄs visual, mĂĄs voraz, mĂĄs del estilo de acudir a un museo tomarse la selfie y compartirla con sus seguidores.

Ejemplo de marcas que han hecho de la cultura un valor comercial, Lara dice que estĂĄ Pineda Covalin y Remedios MĂĄgicos, entre otros.

Y que si bien es difĂ­cil que haya una sinergia entre el gobierno y las marcas para promover el patrimonio, no serĂ­a imposible y si muy benĂŠfico para ambas partes: â&#x20AC;&#x153;Hay casos exitosos, por ejemplo aquĂ­, las empresas parauniversitarias de la UdeG, es un clĂşster creativo que no tiene nadie mĂĄs en el paĂ­s y que ha puesto el acento cultural a la ciudad y al Estado en la ĂŠpoca modernaâ&#x20AC;?.

Explica que para que se preserve el Patrimonio y se difunda y que el ciuda-

dano lo consuma es porque el gobierno tiene que garantizar el derecho a la cultura en general. La tarea que les deja a las autoridades culturales es que ĂŠstas tiene que ver al ciudadano como consumidor y usuario, tal como lo hacen las empresas. â&#x20AC;&#x153;Se debe hacer uso del imaginario popular y social y tal pareciera que esa es la crĂ­tica que hiciera (NĂŠstor GarcĂ­a) Canclini, que al Estado le quedan las tradiciones y al mercado lo moderno, y ese no es el tema no es la salidaâ&#x20AC;?. ÂżY cuĂĄl es la responsabilidad del ciudadano? Desde su perspectiva, Lara enfatiza que el pĂşblico debe apropiarse de sus espacios culturales, de acudir, aunque tampoco tenga que ser su obligaciĂłn, pero que lo que le interese sepa que estĂĄ para ĂŠl, para su uso y su consumo, â&#x20AC;&#x153;el Estado tiene que garantizar ese derecho y eso depende de una buena estrategia de difusiĂłnâ&#x20AC;?.

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