Transcript Towards a more sustainable heritage policy. The case of French

Is the idea of creativity the most important concept of
the 21st century? Are the jobs of the future to be found
in the cultural and creative sector?
Françoise Benhamou
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THE 2014 BERLIN RESEARCH SYMPOSIUM
ON CULTURE AND CREATIVE INDUSTRIES
Introduction
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 Originality, experimentation, innovation
 In France: the idea prevails that creativity is a matter of culture overall, including
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The economics of savoir-faire
 See recently the challenge of the “repas gastronomique” listed by UNESCO
The scope of tourism. A big deal between institutions
Positive correlation between the existence of a cultural activity and socio-economic
development in an area
 This conception deeply differs from other European countries:
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cf. Higgs and Freeman (Queensland University of Technology) suggest that there are
almost 2.5 million people employed in the UK's creative economy, accounting for
around 10% of GDP, putting it ahead of financial services, advanced manufacturing
and construction
Many economists put forward the idea that local policy should support the growth of
creative clusters
 Hyp. Creative businesses located near other knowledge-intensive businesses are
more competitive
 cross-sector networks help promoting innovation
 Innovation includes training in digital technologies. Label “FrenchTech” launched
by the Ministry of economy
Job creation and creativity in France (1)
Culture….
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A series of surveys. Among them: Report Durieux and Kancel, 2013
 Culture (performing arts, heritage, visual arts, media, books,
audiovisual industry, advertising, architecture, film industry, music
industry, access to knowledge and culture - libraries and archives -)
contributes EUR 57.8 billion to GDP (value added)
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equivalent to 3.2% of GDP,
= seven times the value of the car industry.
The share of culture in GDP increased steadily between 1995 and 2005, when it
reached 3.5%.
 But since then, it has fallen by 0.3 percentage points.
 Causes of decline: collapse of the record business, socio-economic changes due
to digitization, economic crisis, "capture" of a share of the value added by digital
platforms (Apple, Google, Amazon)
 In terms of employment: 670,000 direct jobs, 2.5% of employment
in the country.
Job creation and creativity in France (2)
Beyond culture …
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 Cultural activities have a ripple effect on the rest of the
economy of € 46.7 billion.
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Total contribution of culture to the economy, including these training
effects, reached 104.5 billion euros. 5.8% of GDP
 In terms of employment:
In addition to 670,000 direct jobs, there are 870,000
cultural professionals employed in non-cultural
businesses.
 Total 1.54 M full-time jobs, 5% total employment
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Myth and reality of the spillover effects
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 A tradition
 USA: Baltimore, Cwi et Lyall, 1977, The Economic Benefits of historic
Preservation in New Jersey, New Jersey Historic Trust, 1998
 UK: Myerscough, 1988: modèle de mesure de l’impact économique des dépenses
en faveur des arts au Royaume-Uni
 low reliability of data. The method tends to overestimate results
 Negative externalities of tourism (rise in prices -cafes, restaurants, hotels,
etc.)
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Induced costs (deterioration, congestion, safety, security)
crowding out spending in other activities or/and territories, so that the final effect is weak:
confusion between positive microeconomic effects and zero macroeconomic effect (Seaman,
1997).
opportunity costs. Spending in favor of other activities could generate more revenue or job
creation. Ex. The balance in terms of benefits between culture and an attraction (de
Montgolfier, 2010)
 Overestimation
 …….. or underestimation?
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Depends on the definition of culture. Creativity should be taken into account as the raw
material of many activities
Towards an enlarged concept of creativity. Two illustrations
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The Gehry effect
The case of e-books
The Gehry effect
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A deep and long-term commitment in art and culture
 Opening a new private museum in Paris, … at the same time
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the Museum Picasso reopens
the FIAC opens
 Giving a window to luxury industry
 Putting forward
a link between artists
and craftsmen
 Economic impact of creativity
in other sectors
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Combining engineers
and craftsmen
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What should be seen as
creativity ? The case of
ebooks
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Improved
quality of
devices (design,
technology)
Manuscript and
enhanced
contents
Trying to target
an enlarged
public
Creating new
opportunities
(exports,
education)
Innovation in
management
Towards an enlarged concept of
creativity
image Storylab
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