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Viewing cable 08BUENOSAIRES1223, ARGENTINA: EVALUATION OF US SPEAKER TOM WOLFE, TRACKER

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Reference ID Created Released Classification Origin
08BUENOSAIRES1223 2008-09-02 20:20 2011-08-25 00:00 UNCLASSIFIED Embassy Buenos Aires
VZCZCXYZ0000
RR RUEHWEB

DE RUEHBU #1223 2462020
ZNR UUUUU ZZH
R 022020Z SEP 08
FM AMEMBASSY BUENOS AIRES
TO SECSTATE WASHDC 1933
UNCLAS BUENOS AIRES 001223 
 
SIPDIS 
 
STATE FOR IIP/G/WHA: CBARONE; IIP/WHA: PCOZZENS; IIP/SV: MBANDLER; 
WHA/PDA: JDICKSON 
 
E.O. 12958: N/A 
TAGS: OEXC OIIP SCUL AR
SUBJECT: ARGENTINA: EVALUATION OF US SPEAKER TOM WOLFE, TRACKER 
NUMBER 30751. 
 
1. SUMMARY AND DESCRIPTION OF ACTIVITY: Tom Wolfe, one of our 
country's greatest living writers, put the U.S. Embassy at the 
center of Argentina's leading cultural and popular event of the 
year- the Buenos Aires International Book Fair, an event that 
attracts more than 1.2 million people.  With an active Mission press 
effort prior to his arrival, and careful program planning to reach 
distinct audiences, Wolfe established his primacy among all invited 
Argentine and international writers at the 34th Buenos Aires 
International Book Fair by drawing the largest audience for any 
event during the three-week fair, filling to capacity a 1,000-seat 
auditorium, and maintaining press coverage for weeks after his 
visit. Wolfe's avuncular talk covered a wide range of timely 
subjects including his trademark "new journalism" which brought him 
to international fame.  However, the core of his message, which 
riveted the audience, was about U.S. culture.  Without intending to 
be a defender or promoter, his broad historical context and 
semi-detached perspective provided his Argentine audience with a 
great deal of food for thought. 
 
The audience soaked up the information and sought more from the 
charismatic speaker.  A large crowd followed Wolfe to the stand of 
his Argentine publisher to purchase his book, get an autograph, or 
simply chat more about his experience as a writer and a journalist. 
A reception at the Ambassador's residence provided an opportunity 
for members of Argentina's media and cultural elite to meet and talk 
with Wolfe.  His lecture on "New Journalism" for an audience of more 
than 200 journalism students at the popular MALBA Museum was another 
hit. He was also the keynote speaker for the opening ceremony of a 
Master Journalism Class, sponsored by Clarin, Argentina's leading 
newspaper. It is rare for a U.S. Embassy-sponsored cultural figure 
to garner front-page coverage, but combined Mission efforts 
accomplished just that, with full front-page pictures of Tom Wolfe 
in his traditional white suit appearing on leading cultural magazine 
covers and multiple feature articles before, during, and after his 
visit. 
 
Thanks to a carefully planned and executed cultural program and 
press schedule to engage diverse audiences, the U.S. 
embassy-sponsored speaker and his message about journalism and U.S. 
culture dominated the cultural scene for several weeks. Argentine 
and international press followed Tom Wolfe's visit closely, with 
almost paparazzi-like attention.  Coverage of his activities in 
Buenos Aires potentially reached tens of millions of Argentines 
through broad newspaper, wire service, and television coverage. 
 
2. DATE, FISCAL YEAR, QUARTER: May 2-6, 2008; FY 08; SECOND 
QUARTER. 
 
3. TRACKER NUMBER, MISSION PROGRAM PLAN THEME AND AUDIENCE REACHED: 
TRACKER NUMBER 30751. More than 1,500 people attended his activities 
in Buenos Aires in person. Coverage of his activities in Buenos 
Aires potentially reached tens of millions of Argentines through 
broad newspaper, wire service, and television coverage.  Spanish, 
Chilean, Brazilian, German and U.S. journalists participated in his 
press conferences and attended his speeches, attesting to the 
international stature of one of the greatest living U.S. writers. 
 
4. RESULT/IMPACT: Hosting a talented and renowned writer such as Tom 
Wolfe sent a strong message to Argentines that the U.S. Embassy is 
committed to the highest quality cultural and intellectual exchange. 
In speeches at the Book Fair, with journalism students, at literary 
events, in press conferences and multiple television interviews, Tom 
Wolfe emphasized the role of non-fiction in chronicling the true 
spirit of the times.  He urged journalism students and editors to 
fulfill their democratic responsibility to focus on reporting the 
truth.  He encouraged writers and readers to create and demand more 
"realistic" fiction, more narrative reporting to paint the 
complexity of the world in which we live. Major national newspapers 
("Clarin's" leading cultural magazine "N", "Buenos Aires Herald's" 
 
"GetOut" Supplement, "Pagina 12's"  "C&E" - "Cultura y Espectaculos" 
supplement, "Perfil", "La Prensa", business-financial "Ambito 
Financiero", radio stations and TV channels (America TV, viewership 
400,000; and Channel 13, viewership 2,000,000) carried interviews 
with the famous journalist. The author urged young writers to either 
"get out of your apartments" and "get out on the streets" to report 
reality or face extinction. 
 
5. NON-USG SOURCES OF IN-COUNTRY FUNDING/IN-KIND SUPPORT: American 
Airlines, Faena Hotel and Clarin co-sponsored the program. 
 
6. QUALITY OF U.S. SUPPORT AND IIP OFFICES INVOLVED:   Excellent. 
Mike Bandler worked hard to find us a high-profile, award-winning, 
best-selling author whose books are known in Argentina and 
worldwide.  Post very much appreciates the energy and enthusiasm 
Mike put into the recruitment of Tom Wolfe, as well as the thorough 
and professional support given by Camille Barone in IIP/WHA. 
 
7. THANKS AND REGARDS. 
 
WAYNE