As 2015 rolls on, Medellín is still enjoying its reputation for innovation and urbanismo social (social urbanism)–an inclusive form of urban development famously manifested here in the use of cable cars and outdoor escalators as public transit and the placement of major public works like the España Library in poor areas. The city exudes an inspiring insistence on making sure that the tide of urban development lifts all boats.
But a question that comes up on occasion is whether Medellín’s reputation is based on reality or is merely the product of great marketing. (That Medellín resuscitated itself after years of violence toward the end of the 20th Century is not a subject of debate.) This Next City article, “Latin America’s New Superstar: How Gritty, Crime-Ridden Medellín Became a Model for 21st Century Urbanism“, and this This Big City piece, “Medellín: Miracle or Marketing Ploy?” provide a point-counterpoint.
As a new resident of Medellín, I’ve come to see the debate as a little beside the point, as long as the marketing is accompanied by sincere actions and significant progress. Living in a city that holds good values and repeatedly asserts them in a visible, pervasive way matters. Messaging can’t take the place of hard work and actual successes in helping people out of poverty and designing communities with a decent quality of life for all; the marketing would be downright offensive and frightening (nobody wants to be brainwashed or feel like they might be) without efforts in those areas. But, as the author of the “Medellín: Miracle of Marketing Ploy?” article alludes to toward the end, city leadership that expresses real concern about the needs of all its residents and acts on it, even if insufficiently and imperfectly, is better than city leadership that isn’t concerned at all. Besides, the good marketing ideally helps create a positive cycle in which saying the right thing and doing the right thing–at both the leadership and grassroots levels and on the individual and collective planes–feed each other.
For me, nowhere is Medellín’s messaging more notable than in the small text that appears just below the vast majority of billboards in the city (sponsored I assume by the Alcaldía, the Mayor’s Office). Continue reading