CULTURAL DIVERSITY AND OPENNESS: FOCUSED ON EUROPEAN CAPITAL OF CULTURE, PILSEN

We researched the strategies of Pilsen, which intends to meet the requirements of EU, to make the most of their own uniqueness, and to become an open city. Pilsen presents 'Openness' as the core of city strategies as shown in its slogan. The reasons why the slogan is “Pilsen, Open Up!” can be summarized into three categories. First, it shows the country's aspiration for change to the open society escaping from the closed traditional characteristics of Czech society that comes from historical experiences of the past totalitarian system. Second, it means Pilsen is opening up towards Europe and the world, and prior to it, they open themselves first. Third, this “Open up” can be interpreted in a variety of meanings depending on people and situations, and it can be used depending on their own circumstances. It can be learned that the European Capital of Culture Program has become a means to raise awareness and enjoyment of citizens' culture and to promote the identity of local culture