Parma's cultural volunteer campaign sparks outrage among professionals

The new edition of the "IO AMO Parma" campaign, launched by CSV Emilia with the Municipality of Parma, has ignited controversy for promoting unpaid cultural work. The campaign seeks 32 volunteers for exhibition organization, 38 for gallery surveillance, 35 for historic palaces, and 12 photographers, with slogans like "I love privileges" and "I love showing off." Requirements explicitly state that art history expertise is unnecessary, and volunteers are not tour guides but "patient and curious people." Critics, including art historians, tour guides, and photographers, have protested on social media, arguing the campaign devalues professional labor and exploits volunteers to compensate for insufficient investment in cultural professionals. Mayor Michele Guerra (PhD in Art History) and Culture Councillor Lorenzo Lavagetto (a prominent local PD member) oversee the administration. Lavagetto responded on Facebook, clarifying that the campaign is run by CSV Emilia across three cities (Parma, Reggio, Modena) and that all municipal cultural services are provided by paid professionals. He stated that volunteer activities are supplementary and do not replace jobs, emphasizing that the city invests consistently in the cultural sector. Parma was Italian Capital of Culture in 2020-2021, an experience critics say left a legacy of relying on volunteers rather than merit and quality.