2 minute read
4.3 UK Focus
Year of Focus. In turn, this involvement increases the artists’ marketability, nationally and/or
internationally and showcases the cultural policy approach of the Scottish government. Echoing the
Advertisement
funding issues arising in association with participation in Cultural Olympiads (discussed above), some
artists bemoaned the fact that they were required to focus their work according to a particular
‘Years of’ theme or risk receiving no funding at all. Moreover, the short life-cycle of the ‘Years of’ events meant that they found it difficult to make an effective transition towards showing their work
on an international stage (Morrison & Hay, 2010).
Related to these ‘Years of,’ themed Years are the increasingly common bilateral ‘Years of’ celebrations between two countries. Over the last five years, the UK has worked with Russia on a
UK-Russia Year of Culture 2014 and a UK-Russia Year of Language and Literature 2016. 2014 was
designated the UK-Russia Year of Culture and sought to ‘provide a high-profile platform for
developing new relationships and strengthening existing ones’ (British Council, 2014). The British Council was responsible for designing, developing and delivering the UK programme in Russia which
included all art forms, the creative industries, education, science and language. The programme’s objectives were six-fold, including political (increased access to influencers and decision makers),
English language (develop a network of language schools), education (encourage young Russians to
study in the UK), arts (more audiences to engage with British arts and culture through digital
channels), partners and sponsors (demonstrable return on investment for partners) and the
‘springboard’ effect (create further opportunities and a self-sustaining network for UK cultural,
educational and scientific institutions). The objectives in this case were clearly identified and linked
to return on investment and return on influence with clear outcome targets for increasing the UK’s reputation and trade opportunities abroad. Although the themed year was ongoing during a
turbulent political period, the British Council was committed to maintaining ‘open dialogue between people and institutions’ (British Council, 2014) and the UK-Russia Year of Culture 2014 delivered the
largest UK cultural programme in Russia, with 343 events held in 13 cities through which the UK
programme reached 12.35 million people, approximately 8.7% of the total population of Russia via a
combination of live events, online and social media platforms (World Population Review, 2015).
The UK-Russia Year of Language and Literature in 2016 provided the British Council with an
opportunity to build on investments in, and benefits derived from, the UK-Russia Year of Culture 2014. The Year of Language and Literature utilised the 400th anniversary of Shakespeare’s death as a focal point of the year but also aimed to celebrate and encourage a broader appreciation of UK and
