Apresentação do Projeto

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The project São João del-Rei Transparente . Atitude Cultural Projetos e Responsabilidade Social 

Nobliity is having identity
The city we dream of is the one we can build ourselves by empowering both local and global communities.

São João del-Rei, "The City of Music", The Brazilian Capital of Culture 2007, built its architectural and cultural heritage due to the work of many masters and citizens, making it an important historical and cultural place in our country. We have traditional entities and social groups who develop important projects and, eventually, make our rich heritage evident.  
The Data Base and Images Bank of São João del-Rei, which is updated on daily basis, uses the ICT (Information and Communication Technologies) to collect, organize, concentrate, systematize, scan, integrate and make data and images for network access available. Not only do we aim at providing the community with enough knowledge to identify social-cultural actions and go public about their manifestations and projects but also assisting the research by crossing data and information. Our focus: the actions.
The historical cities in under development countries need to organize themselves in order to preserve their own identities such as sceneries, territories and both environmental and cultural resources. Natural disasters like floods and earthquakes can cause severe damage to important documents and registers. In the same way, local governments and institutions as well as families do not seem to protect their heritage efficiently. Since every individual in a town plays an important role in their own history making, it is vitally important that experience is shared. Such fact can be easily achieved by making information available on the Internet so as to develop new attitudes when it comes to preservation and conservation.
Invaluable architectural complexes, yet considered to be universal, have been suffering substantial deterioration, a fact which has a deep impact on their state of conservation. Such complexes are vulnerable to time and weather, the present cultural contingencies, innumerous depletions as well as inconsistent preservation policies. Bearing these facts in mind, it is vital that there is a local-global co-operative political consensus which will make efforts to meet such needs to preserve these historical sites and go public about the tourist-cultural potential of these places. However, local governments do not seem to notice the importance of their heritage and will allow demolitions, constructions and redecorations without following a certain criteria. Consequently, most cities Heritage Trust find themselves in a difficult situation so as to either exercise such potential or do nothing about it.
Due to the lack of financial resources, an inefficient tourism plan which generates poor turnover, many cities tend to give in to the estate market pressure and, lose track of their urban development, which is, unfortunately, linked with the predatory industry. To make matters worse, the modern industrial strategies may bring about negative outcomes such as domestic violence, a raise in criminality as well as visual and air pollution. Consequently, despite having a sheer variety of natural and cultural heritage, most cities do not seem to succeed in creating an efficient tourism plan coupled with a sustainable and conservationist policy. The same goes for infrastructure and facilities like hotels, inns, restaurants, commerce, services and the kind. Such investment is made and the high cost is not always compensated for, which leads to some sectors losing money and, most of all, motivation to go on with their businesses.
There is a full range of factors which will affect directly the urban practices. On the one end of the scale, there are economic and cultural losses due to bad planning. On the other end other of the scale there is wrong, incomplete, misleading and contradictory random information which most of the time is either forgotten or badly store in shelves at nobody’s reach. Then, it is crucial that such factors are dealt with in order to provide interested parties with reliable and concrete data.
If there is a greater involvement in developing a Technological Social Network integrated to essential registers, it is certain that we would better realize the strong desirable potential to raise funds, establish standard and sustainable criteria to both monitor and supervise the cultural heritage.    

According to Agenda 21 and UN Millennium Development Goals, thinking globally and acting locally, images and data have been collected, registered, and catalogued. A full range of activities have been planned and carried out such as: Old São João del-ReipreserveduncharacterizedCity SOS, seeking Maecenasservicesmediaprofessionals in the cultural heritagehot tips to build, repair or redecorate buildingsCitizens contributionsdiversity,  economyhealthurban environmentroutes to special placesbrochures,booksmonographs and thesespersonalitiesnational/international renowned São-joanensesartists, masterscultural emporium, selected actions in the local/global links. Permanent cultural agendas, virtual galleries and displays, itinerant and virtual expositions, documentaries, cultural places, municipal, state and federal legislations, international documentsplays, arts and handcraft, projects, publications, graphic works about heritage education, social responsibility, environmental and cultural campaigns, images and data collection of the main cultural events and manifestations such as New Year’s Eve, Good-old-days Carnival, The Holy Week, Carpet of Flowers, São-joanense Legends, Three Kings Day Celebrations, the Rail Station Complex, the Italian Descendants Gatherings, Delícia Project, typical gastronomy, plants and flowers.
This project can be easily developed in other cities. To that end, it is fundamental that the urban actors are fully integrated with the generation of democratic contents. In addition, they should be also equipped with mechanisms and tools so that they act upon current issues and, eventually, exercise their rights bearing in mind the community interests. Having such factors coupled together, it will certainly maximize the information exchange which is legitimate, consistent and locally / globally accessible.  
One important aim of this Project is to treasure the identity of urban culture and encourage interaction among people, who are responsible for maintaining and conserving our cultural heritage. That said, according to the World Heritage Convention (1972)  one can observe the compatibility between development and awareness of protecting and making our environment better so that communities are benefitted.
We need to make sure that actions share a culture oriented attitudes as opposed to focusing only on the economic front. Then came a domino effect, The Internet – this magical democratic tool, which is responsible for social behavior change, which happens to seek for more coherent, effective and efficient policies, Transparência BrasilTransparency International and organizations such as the World Health Organization and International Labour Organization. In the world, developed amazing projects that envision these possibilities, the example, the Europeana.eu. Portal Europe's cultural and scientific.
Needs led men to create language and culture to facilitate communication. The TIC (Technology of Information and Communication) definitely plays an important role in the system not only as data collector but also an invaluable tool to bridge the gap between local and global.
Once established and classified by using a universal methodology, such references will allow room for a better communication amongst the communities and cities via this digital ‘Esperanto’, which was once a dialect.
In the age of ICT (Information and Communication Technologies), transparency imposes itself.
Lay your cards on the table. Free will – fair play or call your bluff.

In 1997, the research “How to value our patrimony to improve the tourism” which was done during the Campaign of Revitalization of SJDR, "Adopt an attitude", nowadays "Cultural Attitude", generated this project. About 1.000 citizens took part, contemplating on the social-economical-cultural potentials of our city, registering ideas and suggestions for a more maintainable local development in our municipal district.
In 1999, at UFMG - Federal University of Minas Gerais, we developed an urban study of the Neighborhood "Senhor dos Montes". One part of the researches, data and photographic registrations were studies that we gave to UFSJ - Federal University of São João del-Rei, during the time we participate in the team that elaborated the master plan for the Development of the Tourism of the city.
In its first phase, there was the support of the Government of Minas Gerais State through Governor Aécio Neves, with resource of Embratur. In the second phase, specifically for the Bank of Images of the project, we received the support from the Federal Deputy's Reginaldo Lopes, who made it possible to get resources through the Ministry of the Tourism and the CEF– Federal Bank.
This project was one of the 44 projects selected in Latin America and Caribbean presented Curitiba, in December of 2003 to get subsidies for CMSI - World Summit of the Society of Information In Geneva, and it was presented under the title of Transparent City. It participated later in the Preparatory Regional Meeting for Bilbao, 2005. Five cities of Brazil were selected and representing São João del-Rei, the project Transparent São João del-Rei. In December  2007 it was selected for the International Colloquy in Science and Technology  for the Development, organized for the “Parque de las Ciencias y la Fundación Española para la Ciencia y la Tecnologia”, Spain, where specialists of 20 countries of the four continents met and presented 64 projects and real experiences about science, technology and cooperation for the development. 19 museums, more than 70 organizations and international universities collaborated with the objective to begin an exhibition that will tour from 2008 to 2012 for centers, entities, cities and museums of Europe in association with a wide program of activities.
It has as one of its main guidelines the valorization of the urban cultural identity, its promotion, interaction and popularization, as well as make it possible the social-cultural activities capable to sustain the conservation of the patrimony, so that it is insured the compatibility of the development with the necessity to protect and to improve the human and urban environment for the community's benefit, in agreement with the Convention of the World Patrimony, of 1972.
Part of this project was developed close to the Delnet Program of OIT-International Work Organization, Specialized Agency of the United Nations with the benefit of the grant of the CajaGranada's Foundation which is in the database of this Organization.
São João del-Rei, Brazilian Capital of the Culture 2007, built its great architectural and cultural collection thanks to the work and to the contribution of innumerable masters and citizens, consolidating its historical and cultural importance in our country. We have traditional entities and social groups that develop important works and perpetuate our rich material and immaterial patrimony.
The Cultural Attitude acts in the social-cultural administration in São João del-Rei and it accomplishes innumerable projects, social-cultural events and researches close to the community and region, with the objective to identify and to publish the culture and the identity to favor its preservation and to become a promising instrument to generate employment and income, contributing properly with the local development. Some of the projects developed by the Cultural Attitude, for instance, the project “To be noble is to have identity” it is an approved project by the Rouanet's Law, Ministry of the Culture, and it aims to research, to value, to publish and to register the Brazilian cultural identity through daily diary, cultural posters, bookmarks, calendars, itinerant exhibitions in public places and internet sites
One of the most important aspects of this project is the mechanism of distribution of the products that it carries out. The largest part is donated to the most traditional cultural entities of the researched places to make them to distribute it for symbolic value, they invest 100% of the resource collected in the own entity. 10% is distributed by the same symbolic value and this resource is invested in the own project. The remaining part is distributed gratuitously for education , culture and patrimony institutions: universities, schools, libraries, museums, cultural center, Ministry of the culture, Funarte, national and international organs, artists, opinion makers, teachers, journalists, entities,  actors and actress and community.  
We intended to make available all the texts in several languages; just some of them were translated. We tried to optimize the little time, personnel and equipments to develop this work and we are aware of the necessity of giving sequence, to enlarge and to deepen several themes. We don’t have sponsors yet. We hope some companies become interested in supporting this work - that will only take place inside the infinite possibilities that TICs - Technology of Information and Communication and the human accomplishments make possible, if we can continue to count on the contribution of all who built and still build our cities.
We hope that this database and Images of São João del Rei, Brazilian Capital of the Culture 2007, can base the evolution of the knowledge, the thought and the good feeling upon the city, and help in the practice of a more participative and democratic urban administration .


Alzira Agostini Haddad

Project, research, organization and coordination of the website www.saojoaodelreitransparente.com.br

Atitude Cultural Projetos and Responsabilidade Social co-ordinator
Project Ser nobre é ter identidade
President of Associação Amigos de São João del-Rei


Alzira Agostini Haddad holds a degree in Psychology at Universidade Federal de São João del-Rei (UFSJ). She specialized in Urban and Architectonic Revitalization at Universidade Federal de Minas Gerais (UFMG), in Conservation, Management and Appreciation of Cultural Heritage at IILA – Instituto Ítalo Latinoamericano, Palazzo Spinelli, IPHAN e IEPHA, in Local Development at International Labour Organization (ILO).
She holds a Post-graduate degree in Cultural Management with emphasis on International Cooperation.
She has been a Social-cultural Researcher and Manager for 25 years and is directly involved with photographing, developing and producing cultural events, diaries, flyers, bookmarkers, calendars, researches, documentaries, itinerant exhibitions, displays, virtual galleries, cultural and images database. 
She also writes articles to newspapers, coordinates cultural programmes, projects, events and lectures. She has founded the “Espaço Cultural Ao Cachimbo Turco”, the Atitude Cultural; a member and co-founder of various institutions such as: Sociedade Sãojoanense de Arte e Cultura, NAC- Núcleo de Assessoria Cultural, Conselho Municipal de Preservação do Patrimônio Cultural de São João del-ReiAssociação Amigos de São João del-Rei , Inverno Cultural de SJDR, the most renowned extension project at UFSJ in which she has taken an active role on various occasions.

Portal Programmer . Bernardo Berg . www.dbwebhost.com

Support team:
Walquíria Domingues de Souza, Ana Maria Biavatti Guimarães, Carol Argamim Gouvêa, Marcelo Alves, Maria Angela Ferreira.

Collaborators team:
Alzira Barbosa, Antônio Emílio da Costa, André Dangelo, Hugo e Isa Agostini, Eliane A. Monteiro, Laís e Ligia Agostini Silveira, Suely Agostini, Rosemary A. Alves, Mauro André Santos, Francisco Braga, Francisco Frazão, Rita Hilário, Magda Lombardi, Juan Salvador Ibanez, Paulo Souza, Secretaria Municipal de Cultura de SJDR, Trilha dos Inconfidentes

Cultural Support:
CEMIG - Centrais Elétricas de Minas Gerais . Governo do Estado de Minas Gerais . lena Transmissoras . Ministério da Cultura . Ministério do Turismo

Special thanks:
Aécio Neves . Andrea Neves . Reginaldo Lopes . Valéria Cordeiro . Wander Pastorini Haddad . Comunidade de São João del-Rei

Thanks to:

Paulo Cabral
Associação Amigos de São João del-Rei
CMPPC - Municipal Council of Preservation of the Cultural Patrimony in SJDR
UFSJ - Federal University of São João del-Rei
UFMG - Federal University of Minas Gerais
CEF–Federal Bank
IPHAN - Institute of the National Artistic Patrimony
Ministry of Culture. Ministry of Tourism. Embratur
Ong CBC - Brazilian Capital of Culture
CMSI - World Summit of the Information Society
It4all Regions. Unitar. Cifal Bilbao
CajaGranada Foundation
Program Delnet. OIT - International Organization of Work
IAF - Interamerican Foundation
IILA - Italian Latin American Institute
Program of Better Practices and Local Leadership of UNCHS - Hábitat UNSSC - Superior School of Personnel of the System of the United Nations Unesco


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www.saojoaodelreitransparente.com.br . Projeto, pesquisa, organização e concepção: Alzira Agostini Haddad . Todos os direitos reservados