The Contribution of Culture to Creativity in the EU and Regional Dimensions of Creativity AER...
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Transcript of The Contribution of Culture to Creativity in the EU and Regional Dimensions of Creativity AER...
The Contribution of Culture to Creativity in the EUand Regional Dimensions of Creativity
AER Breakfast briefing on Creativity and Culture Brussels, 15 June 2009
MAIN TOPICS OF THIS PRESENTATION
1. Re-introduction of key concepts and findings regarding the cultural and creative industries in Europe
2. Some background information on European policy developments in relation to the sector
3. Overview of KEA’s most recent study concerning the contribution of culture to creativity in the European Union
4. Our thinking concerning the regional dimension of creativity and the cultural and creative industries
CORE ARTS FIELDS
CULTURAL INDUSTRIES
CREATIVE INDUSTRIES AND ACTIVITIES
RELATED SECTORS
Visual Arts
Heritage
Performing Arts Books and Press
Television and RadioMusic
Video Games
Film and Video
Advertising
Architecture
Design
Consumer Electronics
Telecommunic-ations
Industrial Design
Software
Tourism
Education
Fashion Design
User Generated Content
Luxury brands
ECONOMIC CONTRIBUTION OF THE ECONOMY OF CULTURE IN EUROPE
In 2004 5.8 million people worked in the sector, equivalent to 3.1% of total employed population in EU25. Total employment in the EU decreased in 2002-2004, employment in the sector increased (+1.85%).
EMPLOYMENT
The sector’s growth in 1999-2003 was 12.3% higher than the growth of the general economy.
CONTRIBUTION TO EU GROWTH
The sector contributed to 2.6% of EU GDP in 2003 Real estate activities accounted for 2.1% The food, beverage and tobacco manufacturing sector accounted for 1.9% The textile industry accounted for 0.5% The chemicals, rubber and plastic products industry accounted for 2.3%
VALUE ADDED TO EU GDP
The sector turned over more than €654 billion in 2003• Car manufacturing industry was € 271 billion in 2001.• ICT manufacturers was € 541 billion in 2003 (EU-15 figures)
TURNOVER
EU COMPETENCES AND POLICIES IN RELATION TO THE SECTOR
- Article 151 of the EC Treaty
- The European Agenda for Culture
- OMC on creative industries and innovation
- Cultural stakeholder platforms (Potential of cultural and creative industries)
- Green paper on creative industries (beginning 2010)
INTRODUCTION TO THE REPORT
- Commissioned by the EC to help inform a currently emerging “creativity strategy” at EU level
- to better grasp the notion of creativity as well as the various factors that can stimulate it
- to have a better understanding of the contribution of culture to creativity
- to better understand the links between factors that stimulate creativity and culture
- The study examines these issues in relation to economic and social objectives
CULTURE-BASED CREATIVITY
ARTISTIC SKILLS
(TECHNICAL EXPERTISE)
LATERAL THINKING
SKILLS
CULTURE-BASED
CREATIVITY
A CONDUCIVE ENVIRONMENT
HOW CULTURE-BASED CREATIVITY CAN LEAD TO INNOVATION
Features of culture-based creativity that lead to innovation:
Affect/ Passion
Spontaneity Intuition Memories Imagination Aesthetics
Generated values:
New vision Differentiation Intangibles DisruptionCommunity
Values
CONTRIBUTION OF CULTURE-BASED CREATIVITY TO BUSINESS STATEGIES
Creativity
- Product innovation
- BrandingIdentity, image, values
- Human ResourcesDesign ManagementArtists in residenceLeadership
- Communication
CONTRIBUTION OF CULTURE BASED CREATIVITY TO SOCIAL INNOVATION
Creativity
- Promote social cohesion
- Community regeneration
- Innovation in public services (health, criminial justice).
CASE STUDIES: HEALTH CARE AND COMMUNITY MEDIA
Case study: Culture à l’hôpital en Rhône-Alpes• Illustrates how a range of arts-based interventions can reform healthcare delivery
by putting the patient’s experience at the heart of the hospital process.• Provides evidence of the deep structural and individual impacts the project had.
Case study: Community Media & Regional Development• Shows how community media (CM) – media projects of non-professional members
of the community – contributes to local regeneration and social inclusion.• Highlights the specific case of Radio Regen from Manchester and illustrates how it
has played an important role in strengthening CM initiatives across the UK
CONTRIBUTION OF ART AND CULTURE TO STIMULATE CREATIVITY THROUGH LEARNING
Learning through Art
- Stimulate divergent thinking
- Promote social integration and mobility.
- Encourage learning
CASE STUDY: REGGIO EMILIA (II)
• Early childhood education, world-renowned for its pedagogical approach, emphasising creative learning
• Focuses on enriching the experience of the child through concentration on their interest and creative expression
• Schools have their ‘atelier’, their art studios, where ‘atelieristas’, professional artists, work with the pupils
• The key to this approach is that children’s creative activities are taken seriously and reflected upon by teachers
BASELINE POLICY RECOMMENDATIONS
1. Raise awareness about culture as an important resource of creativity
2. Mainstream culture-based creativity in policies to foster innovation
3. Re-direct existing financial resources or create new programmes to stimulate creativity
4. Brand Europe as the place to create
5. Question and tailor regulatory and institutional frameworks to support creative and cultural collaboration
EU SUPPORT TO CREATIVITY AND INNOVATION IN € BILLION (2007 – 2013)
Structural Funds: € 347 billion
Innovation:
FP7: 53 CIP: 3.6Structural Funds: 87
Total: 153.6
Culture based Creativity:
CULTURE: 0.4MEDIA: 0.7Structural Funds: ?
Total : less than 3
TOWARDS BETTER MEASUREMENT: THE EU CREATIVITY INDEX
Social Environment
Human Capital
Institutional Environment
Openness and Diversity Technology
CREATIVITY
OUTPUTS
HUMAN CAPITAL
1. Number of hours dedicated to arts and culture in primary and secondary education
2. Number of art schools per million population
3. Tertiary students by field of education related to culture
4. Cultural employment in total employment
OPENNESS AND DIVERSITY
5. % of population that express tolerant attitudes toward minorities
6.Share of population interested in arts and culture in other European countries
7. Market shares of non-national European film
8. Level of Media Pluralism in European Member States
9. Share of non-nationals in cultural employment
CULTURAL ENVIRONMENT
10. Average annual cultural expenditure per household
11. Percentage of persons participating in cultural activities at least one time in the 12 months
12. Number of public theatre per capita
13. Number of public museums per capita
14. Number of public concert hall
15. Number of cinema screens by countries
REGULATORY INCENTIVES TO CREATE
18. Tax break for artists or people who work in the creative sector
19. VAT rates on books, press, sound recordings, video, film receipts, freelance authors, visual artists
20. Tax incentives concerning donations and sponsoring
21. Direct public expenditure on culture
22. Level of state funding to cinema
23. Level of state funding to public TV
24. Amount of right collected by authors in music per capita
OUTCOMES OF CREATIVITY
25. Values added of creative industries as % of GDP
26. Turnover in music industries per capita
27. Turnover in book industries per capita
28. Turnover in cinema industries per capita
29. Number of feature films produced per year and per capita
30. Number of recordings released per capita
31. Number of books published per year and capita
32. Number of design applications per million population
TECHNOLOGY
16. Broadband penetration rate
17. Percentage of households who have personal computer and video game console at home
KEY ISSUES
- Culture-based creativity manifests relevance in cities and regions, where it touches on a range of different policy issues (local
development, regeneration, social cohesion, integration, etc).
- Culture can promote a city’s or region’s uniqueness, their local identity and strengthens social ties in the community.
- It is increasingly considered as a key advantage to attract talents and innovative businesses (Richard Florida theory on “Creative Class”)
Creativity - similarly to innovation - has a specific local dimension
1. The cultural and creative sectors depend on proximity
2. The sectors produce goods linked to cultural and linguistic preferences
THE LOCAL DIMENSION OF CREATIVITY
CREATIVE CLUSTERS
“ A creative cluster includes non-profit enterprises, cultural institutions, arts venues and individual artists alongside the science park and the media centre. Creative clusters are places to live as well as to work,
places where cultural products are consumed as well as made. They are open round the clock, for work and play”
Simon Evans, Creative Clusters, 2008
KEA RECOMMENDATIONS TO LOCAL AND REGIONAL POLICY MAKERS
- Acknowledge the interdisciplinary nature of developing local cultural and creative ecosystems (links to social policy, economic
policy, research and innovation, small business, urban planning, education…)
- Use bottom-up planning processes, involving creative businesses, citizens, cultural and education institutions, development agencies, etc.
- Use an assessment of existing strengths and weaknesses of a region or city as the starting point for strategy planning
- Avoid cultural or creative “elitism” – involve all societal stakeholders and communities
ECCE INNOVATION
• Transnational cooperation Project with eight European major cities• Focus on the development and contribution of creative industries to
other industries
– Launch of a Network of “Transfer Agents” to facilitate and develop link between the two sides
– Development ECCE Innovation Award for best cooperation project – Towards better use of public markets for creative businesses– Launch of creativity voucher for R&D
CASES OF GOOD PRACTICE
- Aalto University (Finland)
(http://www.aaltoyliopisto.info/en/en/)
- CReATE
(http://www.lets-create.eu)
- Creative Clusters in Low Density Areas
(http://urbact.eu/fileadmin/damwithcat/crea_clusters/%D3BIDOS%20CHARTER_1%20_2_.pdf)
- EICI - the European Interest Group for Creativity and Innovation
(http://www.creativity-innovation.eu)
Thank You
PDF files of KEA studies and newsletters available at www.keanet.eu
KEA European Affairs
51, rue du Trône 1050 Brussels
+ 32 2289 [email protected]