CUBA, SI! LIFE AND DESIGN ON THE EMBARGOED ARCHIPELAGO
Part two of three
In October 2007, La Habana, Cuba will host the 2007 Icograda World Design Congress. Prografica, Icograda's professional Member, and the Consejo National de las Artes Plasticas (CNAP) are partners with Icograda in organsing this event.

Neighborhood bully
Cubans
are acutely aware of their precarious position alongside their Goliath
neighbor; they study history, and they see that the desire of the U.S.
to colonize Cuba forms a longstanding pattern. U.S. "founding fathers"
Thomas Jefferson and Secretary of State John Quincy Adams both spoke of
the need to incorporate Cuba into the nascent U.S. empire - Adams
referred to Cuba as: "an object of transcendent importance to the
commercial and political interests of our union," while Jefferson
simply desired to "conquer and annex" the island nation - impossible at
the time because of the strength of the British fleet.
After
centuries of unwanted interference by the U.S., invasion and
assassination attempts and a blockade of more than four decades, the
polemics continue - the Bush administration's latest declaration of
Cuba as "one of the few outposts of tyranny remaining in the world" is
a continuation of a seemingly predetermined hostile stance. In my
opinion, this is a real shame. As a high-ranking Cuban minister told me
recently, "Cubans really admire the creativity and energy of American
citizens, and we share many loves with the U.S., such as cinema, jazz,
baseball. Our objection is with Washington's ongoing aggression against
Cuba as a nation, and the ongoing hardships it has imposed on our
people for nearly 50 years."
Unlike the U.S., Canada
has enjoyed a long and close relationship with Cuba, and a history of
amity and bilateral co-operation - witness the decades-long friendship
between Castro and Canada's best-known prime minister, Pierre Trudeau,
the ubiquitous yellow Canadian school buses on Havana streets, the
quarter-million plus Cubans who now participate in the annual Terry Fox
Run (to combat cancer), and the half-million sun-seeking Canadian
tourists that populate Cuba's spectacular beaches each year. The U.S.'s
Helms-Burton Act (aimed at punishing non-U.S. corporations and non-U.S.
investors who have economic interests in Cuba) was discounted in Canada
for its extraterritorial pretensions.
Patriots, martyrs, icons
Cuba
is a land that reveres its history, and that celebrates its heroes
almost as deities - from its legendary first freedom fighter Hatuey, a
sixteenth-century Taino chief who led uprisings against the Spanish
(and was burned at the stake for his efforts), to the thirteen-year old
Elian Gonzalez, now living with his father in Cardenas (the
six-year-old survivor of a failed Florida Straits crossing made world
news in 2002, at the center of a dramatic international custody
battle), and the much-publicized "Five Cuban Heroes" currently being
held in U.S. jails. Although Castro discouraged the use of his own
likeness for many years, his well-known bearded face now appears quite
frequently, as does the smiling image of his guerilla compatriot Camilo
Cienfuegos (1932-1959), along with the visages of a host of other
social, literary and political leaders of Cuba's past 500 years. Even
foreigners are lionized on occasion, such as Cuba's most famous
writer-in-residence Ernest Hemingway (1899-1961), who wrote For Whom the Bell Tolls while living in old Havana, and who appears on postcards with a smiling young Castro.
The
iconic image of guerrillero Ernesto "Che" Guevara (1928-1967) by
photographer Alberto Korda has been called "the most famous photograph
in the world," and following Che's "martyr death" in a CIA-backed
Bolivian operation, it came to represent socialist revolutionary
movements worldwide. Though Che's distinctive image is ubiquitous in
Cuba, the country's most omnipresent likeness is that of Cuba's
greatest hero, Jose Marti (1853-1895). A visionary, rebel, patriot and
literary giant, Marti is recognized and studied as the leader of Cuba's
first drive for independence, and a forwardthinking influence on the
movement for Latin American self-determination.
Leitmotif: Revolution
Keeping
the Revolution alive has proven to be a remarkably successful domestic
strategy. "Fidel Castro and his revolution are inseparable," writes Tad
Szulc (the New York Times reporter who also broke the Bay of Pigs
story) in his book Fidel: A Critical Portrait. "Fidel Castro
built his revolution primarily on the sentiments of Cuban history. He
tapped the deep roots of mid-nineteenth century insurrections against
Spanish colonialism and its themes of nationalism, radicalism and
social-justice populism no modern revolutionary leader or chief of
state has undertaken such astounding personal risks and has been so
directly engaged in the rigors of conspiracy, rebellion and open
warfare (his) bearded face may be one of the best-known physiognomies
in the contemporary world."
Enigmatic and
indefatigable, Castro seems to thrive on contradiction and paradox. The
uncompromising 79-year-old has held power longer than any other
important head of government living today, remains a highly active and
influential player in international affairs, has endured in defiance of
ten successive U.S. presidents, defeated an American-supported invasion
attempt and has survived hundreds of assassination attempts, (many
backed by the CIA). To much of the developing world he is a hero, in
part because he thinks people in the so-called "Third World" deserve
the same kind of dignity as nations and individuals that the Revolution
granted to Cubans.
Creativity and cultural expression
After
the Revolution, casas de cultura (state-run cultural centers) were
established throughout the country, in recognition of the important
role that culture plays in both national identity and creative
wellbeing. The Cuban government has devoted considerable resources to
artistic and cultural promotion ever since, in part through the
comprehensive art education that is offered free of cost, and with its
flagship Higher Institute of Art (ISA) in Havana, the influential
national post-graduate art school that opened in 1976.
Cubans
move with the lithe grace shared by many of their Latino counterparts
in South and Central America, and dances such as the conga (popularized
in the U.S. by Desi Arnaz in the 1930s), Afro-Cuban rhumba, and salsa
are synonymous with Cuba - and Cubans love to dance. The Ballet
Nacional de Cuba (co-founded by famous prima ballerina Alicia Alonso)
is revered, and the repertoire of the Conjunto Folklorico Nacional de
Cuba (founded in 1962 to promote Cuban culture) provides a veritable
history of popular Cuban and traditional Afro-Cuban dance.
Cubans
are also huge cinema buffs, and knowledgeable ones at that. At Havana's
annual Festival Internacional del Nuevo Cine Latinoamericano ("Cannes
without the ass-kissing," quips writer Conner Gorry), enthusiastic
crowds take in movies, shorts, video and animation from across the
hemisphere. Havana alone has over 200 cinemas, where crowds queue daily
for constantly changing and affordable entertainment - attending the
movie theatre costs two pesos (USD $0.08), as does attending a rap
concert; a seat in the ballpark (where baseball passions run high) will
set you back a single peso. Cuban television (with four commercial-free
channels) is dominated by educational programming, including
university-level courses on a vast range of subjects. In spite of the
fact that the U.S. government spends over USD $25 million annually
beaming its pro-American Miami-based Radio & Television Marti at
Cuba's citizens, the signal rarely makes it past the Cuban government's
effective propaganda jamming technology.
La Habana city of beautiful ruins
"Havana
you bedazzle me and move me to pity, all at the same time," exclaims
Jorge Perugorria, lead character and ex-pat Miami Cuban returning to
the city of his youth in Humberto Solas' evocative film Miel Para Oshun.
It's a sentiment shared by many when they encounter this "city of
beautiful ruins" and "fading memory of pre-Revolutionary glamour."
Sophisticated, bustling and steeped in mystique, Cuba's capital city
has been described as "a temptress, inviting you to explore her charms,
without ever revealing them all "
Established in the
early 1500s and the stalwart survivor of subsequent wars, invasions
(pirates, French privateers, the British army) and revolutions, the
heavily-fortified harbor city (the Caribbean's largest) has suffered
relatively little damage in the past few centuries. That said, tropical
heat, pervasive humidity and the regular onslaught of hurricanes have
taken their toll, and many of Havana's buildings are now worn and
crumbling. Habana Vieja (Old Havana) was named a UNESCO World Heritage
Site in 1982, and is today recognized as the finest surviving colonial
complex in the Americas.
Old Havana's historic city
center is currently experiencing an influx of foreign capital and
redevelopment as never before. Colonial-era houses convert into
hostels, taverns and coffee shops; courtyards become concert venues;
and pharmacies double as museums. The renovated buildings of Old Havana
are only the most visible facet of a sustainable program that goes far
beyond restoration work to rescue Cuba's historical heritage, while
also preserving the social and cultural environment, and keeping in
mind the people who live in the area. Unlike many other Latin American
cities, you won't find rampant commercialization or slums in Havana.
McDonald's and the Gulag
Far
from Havana, and located on the extreme eastern end of Cuba, is
Guantanamo Bay, a 117 km2 (45 square mile) U.S. enclave surrounded by a
no-man's land of barbed wire and landmines. The military base (and
since 2001, detention camp for some 400 Taliban fighters, Afghanis and
suspected members of al Qaeda described by Washington as "dangerous,
unlawful combatants") today houses the only McDonald's fast-food outlet
in Cuba, as well as the 9,500 Americans it serves. Guantanamo Bay has
been in U.S. occupation since its troops first landed there during the
Spanish-American War in 1898.
Amnesty International
describes the Guantanamo detention camp as "the gulag of our time,"
while billboards in Havana denounce the naval base-turned-detention
center as a concentration camp, and decry the U.S. torture there and
abuses at Abu Ghraib as the work of "fascists." Anti-torture activists
around the world (such as the Catholic Worker movement) are protesting
the illegal detention of Guantanamo prisoners (many have been held for
more than three years without trial) and call for the prison camp to be
closed.
No es facil!
Life in modern
Cuba "is not easy" (as many will readily tell you) and it's an enigma.
Ideals make thin soup. The economy is publicly owned and sluggish, and
the population is poor, particularly when measured against
international standards (for example, Cuba's GDP per capita is USD
$3,300, compared to Mexico's $10,000, Spain's $25,100, or $41,800 in
the U.S.). The average monthly salary of 350 to 500 pesos (including
teachers, doctors and lawyers) converts to between USD $15 and $20.
Only one in five thousand Cubans owns a cellular phone, most cannot
afford a vehicle (or fuel for that matter, which sells at the same
price as in North America), few homes have computers, Internet access
is rare for the average person and "disposable income" is definitely an
oxymoron - even if money was not a factor (which it certainly is), the
consumer goods found elsewhere in the world (and largely taken for
granted) are simply not available in Cuba. On top of that, the foreign
goods and services, such as restaurants that tourists might visit, must
be paid for in "convertible pesos" that convert at a rate of
approximately 25:1.
Recent problems include high oil
prices, recessions in key export markets such as sugar and nickel, and
repeated damage from hurricanes. A severe housing shortage often
results in three or four generations living under the same roof, many
goods are unavailable, public infrastructure everywhere seems to be
crumbling, power outages are the norm - the list of hardships goes on
and on. In this challenging milieu, many Cubans find themselves living
"dual lives" in what is essentially a double economy: they have jobs
and purchase goods legally, but also buy and sell through a thriving,
yet embattled, black market (meat, eggs, tools, etc.). Life in the
countryside is even more difficult than in the cities and resorts, with
less access to the affluent and fast-growing tourism industry.
Yet,
Cubans are survivors, have developed a remarkable resilience in the
face of numerous difficulties, have a great (if somewhat ironic) sense
of humor and are among the most generous and gracious people I've ever
met. The quality of life of the average Cuban has increased
dramatically since the Revolution - Cubans can now boast the best
education in Latin America (totally free, including technical schools
and universities, and with an adult literacy rate of 96.7% the highest
in the Western hemisphere), they have free universal health care, free
housing, free daycare and each Cuban is allotted a basic monthly
30-product food basket by means of a libreta, or ration card. Cubans
have an amazingly integrated society, and women make up a full
two-thirds of the professional and technical workforce (doubling the
percentage of most so-called "developed" countries).
With
few of the consumerist distractions that saturate modern life in other
Western countries (and with admittedly few advancement opportunities or
incentives), most Cubans are rich in time, talkative, affable and seem
to truly enjoy a simple everyday life and whatever niceties happen to
come their way.
Youthful passion, world culture
In
1961, Castro defined the relationship between art and the Cuban regime:
"Within the Revolution, everything; outside the Revolution, nothing."
In 1976, the Cuban constitution incorporated the following statement:
"Artistic creation is free as long as its content does not oppose the
Revolution. Forms of expression are free..." (though the open question
of "what opposing the Revolution" means might explain the seemingly
inconsistent vacillation of Cuban artistic policies since - wavering
between liberalism and dogmatism). Over the ensuing decades, an
ever-changing dynamic between art and state has created a challenging
quest for Cuban artists and designers in their search for creative
space and critical validity, particularly for the younger generation.
As art historian Antonio Eligio (Tonel) explains, "From the end of the
1960s until the early 1980s, bureaucracy and dogmatic ideology defined
the cultural arena. Revolutionary fervor encouraged the ascent of young
artists and the marginalization and withdrawal of the major older
figures."
Resourceful, creative
When
the Soviet subsidies ended in 1990 (worth USD $4 to $6 billion
annually) with the collapse of the Soviet Union and the COMECON
economic block, Cuba found itself in a deep recession. During the
so-called "Special Period" that ensued (1990 1995), serious food
shortages resulted in nationwide weight-loss, with the average Cuban
adult losing between five to twenty pounds. The tourism industry was
rapidly developed in compensation, with the country's exquisite
beaches, rich historic sites and Old Havana providing attractive
destinations for Europeans and Canadians in particular. The best food
in Cuba is now found in the numerous paladares (private restaurants in
homes, allowed up to twelve seats) that saw their advent in 1995.
Although not allowed to serve beef, lobster or shrimp (these are
reserved for state-run restaurants) Cuban cooks are extraordinarily
creative in working with a relatively scarce palette.
Cuba's
answer to the withdrawal of Soviet agricultural chemical imports led to
a total restructuring of the country's formerly large-scale,
mechanized, chemical-dependent agricultural model - a massive
initiative has converted the entire country to strictly organic
production - by law, only organic farming is now permitted. In response
to the chronic shortage of prescription medicines (largely due to the
U.S. embargo), Cubans have reverted to the use of medicinal plants,
traditional medicines and tinctures, a movement that holds future
promise in a world in search of more holistic solutions. One of the
more visible effects of the embargo is the low number of modern cars on
the streets of Cuba. By necessity, Cubans have made a virtue of keeping
pre-1960 American automobiles in running order, and it is now a haven
for 1950s vintage American cars. Cuba's slow economy has also fostered
many artists and artisans (as opposed to industrialists), further
boosting centuries old traditions and a culture of musicians, artists
and poets that are now respected around the world.
About the article
This is the second of three parts of an article that originally appeared in Communications Arts (May/June 2006). It is reprinted with permission.
Next week:
Poster power = Cuban style
In the July 1969 issue of Cuba Internacional, graphic designer Felix
Beltran eloquently explained Cuban design ideals: "We must bear in mind
that a new society is being established in Cuba and graphic art plays
an important role in communicating the message to this society...If I
were asked what the most important thing in Cuban graphic art is, I
would reply that it is the transmission of its content to the people;
for it is through Cuban graphic art that we can perceive our social
objectives, our ideology, our political and economic perspectives."


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