Oggi sono venuto a conoscenza della campagna della FIEG per la promozione della lettura.
Ho fatto mente locale su un’altra campagna governativa in occasione della giornata della lettura del 23 maggio scorso, e mi sono venute in mente alcune riflessioni.
La prima campagna si chiama “Leggere, passaparola“, promossa dal Governo Italiano ed è composta da due soggetti: “Leggere è il cibo della mente, passaparola” e “Leggi, segna un punto a tuo favore. Passaparola”.
Se il video di sopra vi comunica poco, oltre l’insostenibile pesantezza della retorica della lettura, dovreste vedere il video del secondo soggetto.
Il video del secondo soggetto è disponibile qui.
Ecco perchè mi fa innervorsire, nonostante sia il risultato (premiato) di un concorso di idee fra 400 scuole.
1. Qual è il passaggio logico dalla lettura allo sport? Non c’è nessun artificio retorico che lo giustifichi, se non il fatto di mettere alla fine “Segna un punto a tuo favore”
2. Perchè dovrebbe comunicare il piacere della lettura, quando il libro viene considerato un oggetto che rimbalza e in quanto tale può sostituirsi ad un pallone da basket?
3. Perchè un adolescente dovrebbe leggere?
4. Il claim dice “Segna un punto a tuo favore”: cioè?
Se c’è un modo per dire che la lettura è qualcosa di praticamente inutile, la campagna del Governo Italiano è il modo migliore per dirlo.
La seconda campagna stampa è della FIEG “Chi legge si vede“, anche qui due soggetti: con protagoniste femminili e con protagonisti maschili.
Ecco perchè secondo me è ridicola.
1. L’idea di per sè non è male: chi legge è più attrezzato per affrontare il suo rapporto col mondo e con gli altri. Ma la metafora doveva essere quella della nudità?
2. Le persone che leggono sono “coperte” dai temi come fossero da tagcloud. Bene. Ma che parole sono quelle stampate sui vestiti? La donna ha: danza, jeans, moda, tatuaggi, coiffeur, mare, uomini, polizia (?), pianobar. L’uomo: pesca d’altura, calcetto, mostre, Borsa, touchsceen, pizza (?), fisico, sauna, foto. L’idea è che le donne sono solo vestiti e vacanze, gli uomini solo pizza e calcetto.
Stereotipi e anche in quantità industriale.
3. Qual è il messaggio complessivo che se ne desume? Che la lettura è uno status symbol, serve solo per non sfigurare davanti agli altri.
Se c’è un modo per dire che chi legge è antipatico e mette in imbarazzo chi non lo fa, la campagna di FIEG è il modo migliore (per tacer degli stereotipi).
Dico subito che io sono un po’ ostile alla retorica della lettura a tutti i costi, anzi mi faccio scudo del decalogo di Pennac dei diritti del lettore contro tutti quelli che brandiscono la lettura con un atteggiamento da parvenu.
Però dal punto vista culturale (antropologicamente inteso) mi viene solo una cosa in mente alla luce di queste campagne.
L’incapacità di comunicare il piacere della lettura è espressione di una classe dirigente e di una società che è figlia di un unico modo di interpretare il mondo circostante, ovvero quello televisivo.
Tanto per rendere l’idea – ovvia – che esiste un altro modo per comunicare la lettura, guardate un po’ queste campagne internazionali (rispettivamente: Stati Uniti, Nuova Zelanda, Spagna).
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confronto imbarazzante…
Bellissimo articolo Davide…!!
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