Nation Branding and Canadian Identity

As the capital city of Canada, Ottawa receives heavy traffic of government officials and personnel of high regard. The building and development of centres to showcase Canada’s heritage and culture at this point in the country's history shows Canada's investment in “nation branding”. Nation branding helps bring international awareness to the culture and practices of that country. A positive brand would make countries more likely to visit and invest in it (Weintraub 2008) and the nation’s capital would be the ideal place to play host to other countries.

It is clear from the Brown Book and early planning stages that the NAC was an important initiative for the growth of national culture and to have a place to showcase it (Jennings 2009). The National Arts Centre commission foresaw the space as a venue for showcasing the work of  cultural organizations from across the country and to raise the prestige of the performing arts.

Much of this interest in showcasing Canadian cultural heritage on a national scale can be linked back to the 1951 report of the Massey Commission, which investigated the state of arts and culture in the country. Tradition, as stated in the first chapter of the Commission report, “is always in the making and from this fact we draw a second assumption: the innumerable institutions, movements and individuals interested in the arts, letters and sciences throughout our country are now forming the national tradition of the future.” The report highlighted the challenges of developing Canadian culture, and found that the country depended on American cultural imports and lacked graduate-level training in the musical arts (among other deficiencies). The Commission made not just education recommendations, but also (and more critically to this story), that more governmental support for the arts and culture.

Although the NAC was not directly influenced by this report, connections can be made to the general spirit of fostering the performing arts in Canada. Investing in this national tradition through the NAC does not only benefit the people but elevates Canadian culture globally. Its existence would permit those the commission to help steer the Canadian musical appreciation of the future. Displaying both Canadian culture and the attainments of other countries would highlight Canada’s hospitality while helping to establish positive relationships with other countries. Through the arts, Canada would increase their national identity. The National Arts Centre would be an excellent addition to their global resume, but at what cost?