Our history invites us to celebrate the bicentennial of our independence, while displaying the image of Chile to the world (1). However, problems arise, and how to do it and at the same time how do it right. Our democracy is a requirement that we have to overcome, so now we have to move to another level of our image which is more linked to concrete achievements. What would be our strategy then?

Firstly, we have to define which country is the image one which we want and we can project abroad.

Secondly, an identity as a country, recognizing our weaknesses in the different areas of our national reality, is necessary. Therefore, we have to point them out and identify them. Because these challenges are rewarded when they were overtaken by what is a plus rather than a real weakness, it means they are catalysts.

Now, I reaffirm that we should not compare ourselves because we have already done it all the time in economic and productive terms and in various international rankings. What we have to do is to show quality. Quality means individuals. This is the same, for example, if we compare large cities of the world-class, its architecture can be splendid, but if people are not hospitable, it does not attract tourists and it is creating a bad image. At the same, the best way to promote us is a good service. That is what is finally sold.

Thirdly, we have to be realistic and make known that we are a tremendously class, racist and envious society, and that we copy a lot to the Argentines (that is not bad, if you copy and adapt the good.) What we have to finally recognize and make efforts to overcome it. The problem is that it is extremely entrenched. In this case we have to be really honest. We often do not recognize it, and it is not politically correct to say that "I do not want to sit next to the Indian" and other epithets that violate the most basic human rights. In private, we refer to the "little Indian" just because he/she has indigenous surnames and features immediately as if it was the hallmark giving a label that undermines their dignity and giving a limitation from the cradle. That applies the discussion on tolerance or acceptance. (I do not intend to enter the philosophical debate just to point it out.). Only we remember our roots when we are outside… "Outside" is the key.

Therefore, from that perspective we should see the image of the country and not another country. That is the secret, more than the figures and the empirical numbers. Trying to feel it, it is something as intangible, however it is important at the same time because it leads us to dream and to make image of the country which we want. It is our stronger mixed racial culture, our contradictions, our popular culture as to leave everything for tomorrow. We have to break this vicious circle, if we really want to be better.

In the fourth place, it is the future of the country. In this light we have to incorporate the previous in a feedback. With it we are going to create dynamics necessary for our improvement. The bicentennial will possibly bring the modern version of the Paris Dakar in 2010, the longest track in the world, the Transantiago functioning optimally (2). A certain nationalism, however not chauvinistic one can be accepted. However, what really identifies us, are moments, historical events, and situations: a military coup, a triumph in the Olympic Games, etc. To paraphrase Borges on moments, more than on things… is a recall or a plan with the specific events, for better or worse, but finally we identify ourselves.

What task we have then? To identify Chile with a symbolic element, but not properly Chilean, is a risk, but it is a necessity. We have to choose an item that is particularly comprehensive, and at the same time universal idea of the future, something that is dynamic, showing energy, life and history. (Of course, the element did not say here, but I leave stated.) We need a song that includes the bicentenary this element or concept. And a video that enhances it. I think these are the four basic steps and elements to show the world image of Chile at a party that promises to be big in which all participate and all our foreign guests feel part of the festival, as well. More than a political event/act will be a social, cultural and economic change, it will finally be our real leap to the major leagues, with the responsibility to overcome our main weaknesses as a society.



Notes:

(1) to see the Spain example in http://www.realinstitutoelcano.org/ :

a) Informe Proyecto Marca España : ICEX, Real Instituto Elcano, Foro de Marcas Renombradas y DIRCOM, 2003.

b) Noya, Javier, "La imagen de España en el exterior" Madrid: Real Instituto Elcano, 2002.



(2) Transantiago is a big plan of transport, and are integrate Metro and buses in Santiago with intelligent technology. To see http://www.transantiagoinforma.cl/