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| | | | | Vision and mission | | | The Vision
Corporations to be recognised as cultural institutions, which champion opportunities for progressive cultural development. As the catalysts for globalisation, corporations will identify and lead innovative opportunities for cultural preservation and its sustainability, at local and global level.
The Mission
1. To communicate the role of culture as a major influencer of global economic and social development;
2. To further understanding of the cultural interfaces and communication between Centre and Periphery, and of the links of reciprocal dependency that link these different places in the World;
3. To analyse the role of specific corporate sectors as cultural intermediaries between Centre and Periphery;
4. To highlight the role of business in enhancing cultural difference and values.
"[W]hat is striking about today’s cultural globalisation is that it is driven by companies, not countries. Corporations have replaced states and theocracies as the central producers and distributors of cultural globalisation." Today, the perception of corporations as simply 'brands' has yielded to a more sophisticated understanding of them as 'agents', operating at a variety of cultural and social levels; some corporations even "acquire their strength and direction from their relation to culture." ('Analysing the Corporation')
Globalisation can empower corporations to signpost new pathways for social connections. However, to do this effectively business must establish the right coordinates for its own cultural positioning and communication. The 'moral coherence' that national and international markets have historically depended upon in order to communicate successfully has been lost from the global framework within which corporations now function. Without a 'moral compass', corporations are less able to orientate their communications effectively or to establish their presence in positive and meaningful ways. A greater understanding of the complex and often unsettling relationship that exists between corporations and culture could enable them to do this.
Zamyn identifies leading multinational corporations within the Finance, Energy, Information, Telecommunications and Pharmaceutical sectors and proposes new ways of understanding their multifaceted role in global culture, through its analysis.
In 2005, Zamyn developed a Manifesto, which underpins its activities.
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Zamyn, South Building, Somerset House, Strand, London, WC2R 1LA
t.+44(0)20 7845 4681 f.+44(0)20 7845 4672 mail@zamyn.org www.zamyn.org |
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