MADRID

            Halfway through the trip, Madrid was definitely my favorite.  It was the perfect time in-between being new to the program and worrying about it ending too fast.  In Spain, family is culturally really important and I thought really helped solidify the group dynamic of the ICS program. 

            In this city, we visited DDB España, Podemos, and Unidad Editorial.  DDB did a great job in illustrating how creative campaigns can be with the help of technology.  From hologram protests, to reassigning meaning to well-known logos, to banners asking users to slow down YouTube videos to show effects of drunk driving, it was all impressive.  It really makes a difference when you think creatively and think outside the box.  Sometimes I think the way students are assessed through testing is damaging to this creativity.  Instead of project-based finals, sometimes all that is asked for is memorization to prove you know the material.  After the meeting with DDB, I wish I had more environments that allowed me to think more creatively instead of defaulting to skills that I know will be successful such as memorization.  DDB was great to see as well because I never really considered doing PR.  I was wrong in thinking there were limitations to PR campaigns in what “works” and what doesn’t.  Now, I am glad to say I am open to those opportunities to combine technology and communication in a campaign as job descriptions become more flexible and skill encompassing. 

            Another realization in this city was politics-oriented.  Living in the US and having the presidential election be so recent, it is easy to forget that there are other countries experiencing similar discontent with the people in power.  As Americans, I think it is easy to become engulfed in our own problems and situations. Being able to travel and hear about Brexit, the upcoming French elections, and the rise of a third party in Spain from those who are being impacted, allowed me to genuinely realize that we are not the only country going through controversies and rocky political climates.  Podemos was a fascinating meeting especially because it was interesting to hear about the rise of a third party, which is structurally impossible to happen in the US government.  A spokesperson from Podemos talked about how changing the format of political information can create conversations that lead to change.  He said these conversations can help change the situation because “when you can visualize being put in place of the other, that is when politics change.” A relatively new idea seen in Madrid showed that people want to be represented and find someone who will advocate for their concerns and their situation.  However, voting for the best representative is only possible if someone is making an informed decision from assessable and accurate information.  Seeing different political climates was a great way to reframe how I originally thought of politics and the weight of which they carry on a global scale.