Transcript Document

Setting the scene
Cultural assets and human creativity are inexhaustible resources
available in all countries with both cultural and economic value
Ideas, knowledge and information are drivers of creativity
Globalization re-shaped patterns of world cultural consumption
in a world dominated by images, sounds, texts and symbols
Connectivity influencing society life-style and the way creative
products are created, reproduced and commercialized
Shift towards a more holistic approach to development strategies
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interface between economics, culture and technology
Creative Economy Report - 2008
Chapter I: Concept and context of the creative economy
Chapter II: The development dimension
Chapter III: Analysing the creative economy
Chapter IV: Towards evidence-based assessment of the creative economy
Chapter V: International trade in creative goods and services
Chapter VI: The role of intellectual property in the creative economy
Chapter VII: Technology, connectivity and the creative economy
Chapter VIII: Policy strategies for the creative industries
Chapter IX: The international policy framework for creative industries
Chapter X: Lessons learned and policy options
Statistical Annex : World trade of creative goods and services, 1996-2005
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Chapter I: Creative Economy
- Concepts and definitions : cultural industries, cultural
economics, creative industries, creative economy,
creative cities, creative clusters, creative class, etc
- Major drivers : technology, demand and tourism
- Multiple dimensions: economic, social and cultural
-
Multi-disciplinary nature: need for concerted interministerial policies and dialogue with all stakeholders
- The creative economy: a leading sector driving
economic growth, employment and trade
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Creative Economy
• An evolving concept based on creative assets
potentially generating socio-economic growth
• Embraces economic, cultural and social aspects
interacting with technology and tourism objectives
• Can foster income generation, job creation and
export earnings, while promoting social inclusion
cultural diversity and human development
• Is a feasible policy option to promote trade and
development gains
(UNCTAD)
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Creative Economy
Is a set of knowledge-based economic activities with
cross-cutting linkages to the overall economy
Creative Industries
Are tangible goods and intangible services with
creative content, economic value and market objectives
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UNCTAD Classification
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Chapter II: The development dimension
-
Millennium Development Goals and poverty reduction
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Development linkages: beyond economics - cultural, social
and sustainable development
-
Traditional knowledge, arts and the creative economy
-
Obstacles to expansion of the creative economy: capital,
entrepreneurial skills, infrastructure and institutional tools
-
Shaping a model for enhancing the creative economy :
UNCTAD’s creative nexus (C-ITET) model
-
The creative economy in the developing world :Africa’s share
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in global trade of creative goods and services is less than 1%
The development dimension
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Chapter III: Analysing the creative economy
- Need for systematic analysis, consistent methodology,
reliable statistics and qualitative indicators
- Organizational structure: predominance of SMEs and
few large transnationals working internationally
- Economic analysis: value-chain analysis, IPRs,
inter-industry and locational analysis, contract theory
- Important role : public and quasi-public institutions
and individual artists and creative producers
- Distribution and competition issues
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Chapter IV: Towards an evidence-based
assessment of the creative economy
- Reliable benchmark: international base using trade data
- Operational model: universal comparative analysis to all countries
- Practical measures: further research, minimal additional costs
- Assessment tools: economic evaluation is partial, not exhaustive
- Problematic : valuation of culture, technological changes and
boundaries between arts/culture and industry
- Creative products : relative low value as materials, but real value
in intellectual property (blank CD case)
- Trade in creative industries relatively invisible, shadows of IPRs
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Chapter V: International trade in
creative goods & services
World trade of creative products
annual growth rate of 8.7% during
2000-2005, reaching US$ 424,4
billion in 2005
Creative goods totalled US$ 335,5
billion in 2005, 47% higher than in
2000, as shown in the table
• Developed countries dominated trade
but exports have risen faster in
developing countries due to China
• New opportunities for developing
countries to leapfrog in high growth
sectors of the world economy
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Creative economy: leading growth
and employment in advanced countries
In Europe EU-25, the creative economy has
grown 12% faster than the overall economy
during 1999-2003
UK: In 1997-2004, as value added 5% growth
compared with 3% for the rest of the economy.
Employment grew twice faster
EU led world exports, US$ 145 billion in 2005
Italy, ranked first in exports of creative goods
due to competitive position in design products
Exports earnings 42% higher in developed
countries in 2000-2005. Same countries among
top 10 exporters during the period
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Creative industries exports
goods and services
450
billion US$
30
billion US$
400
25
350
300
20
250
15
200
150
10
100
5
50
0
All creative
industries
Design
Publishing
Creative
services
0
Cultural
heritage
Visual Arts
1996
Source : UNCTAD
Audio-visual Performing
arts
New media
2005
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Creative goods and services
A new dynamic sector in world trade
• UNCTAD figures show that world exports of :
Design
Art crafts
-US$ 119.7 billion in 1996
- US$ 14.7 billion in 1996
-US$ 218.1 billion in 2005
- US$ 23.2 billion in 2005
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In developing countries a nuanced situation
•
Despite the abundance of creative
talents, most developing countries
are not yet fully benefiting from
the potential of their creative
economies
•
In Asia-Pacific and Middle-East
the creative economy is growing
fast with competitive products
•
In Latin America and the
Caribbean noticeable
improvements but need to
reinforce creative capacities
•
Africa very fragmented creative
industries requiring financing
and business support
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Creative industries goods
share in world exports - 2005
100%
1.1
2.6
8.2
80%
1.5
0.6
9.5
0.5
2.6
14.8
0.5
28.9
45.8
46.9
59.7
60%
20%
89.9
89.2
40%
82.6
70.7
53.8
51.6
39.2
0%
Artcrafts
Audio visuals
Developed Economies
Source : UNCTAD
Design
Music (CDs,
tapes)
Developing Economies
New media
Publishing
Visual arts
Economies in transition
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Regional economic groups in world markets
• European Union leads world exports with
43% market share
• Exports from Asia is now higher than from
North America
• FTAA countries exported US$ 45.5 billion
in 2005, about 14% world market, mainly
from NAFTA countries
• MERCOSUR has very small share in world
trade of creative goods
• ACP countries, which includes Caribbean,
Africa and Pacific have an inexpressive
participation in world markets.
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THAILAND
Source: UNCTAD
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THAILAND
CREATIVE INDUSTRIES EXPORTS BY PRODUCTS
(millions of dollars)
4000
3500
3000
ART CRAFTS
2500
AUDIO VISUALS
2000
DESIGN
MUSIC (CDs, tapes)
NEW MEDIA
1500
PUBLISHING
VISUAL ARTS
1000
500
0
2001
Source: UNCTAD
2002
2003
2004
2005
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THAILAND
DESIGN: EXPORTS BY PRODUCTS
(millions of dollars)
2000
1800
1600
1400
__ARCHITECTURE
1200
__FASHION
__GLASSWARE
__INTERIOR
1000
800
__JEWELLERY
600
__TOYS
400
200
0
2001
2002
2003
2004
2005
Source: UNCTAD
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Chapter VI: Intellectual Property Rights
and the creative economy
Intellectual property: sensitive area with
different approaches
Copyrights: source of wealth, can be an
incentive and reward for production and
dissemination of creative works
IPRs contribution to the creative
economy: GDP/ employment
Traditional cultural expressions and
public domain issues
Copyright and new technologies: the
“internet treaties”
Possible policy options
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Policy options
An efficient and fair international IP system
-
Protect IP in export markets is crucial
-
Increase awareness and adherence to international treats
-
Viable reinforcement is often a more critical issue
-
Protecting copyright is a public-policy goal
-
Developing countries better explore flexibilities of the TRIPs
agreement and WIPO “Development Agenda”
-
No “one-size-fits all” model, some alternatives
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Chapter VII: Connectivity and the
creative industries
- ICTs impact on the creative
economy: changes in
marketing & distribution and
stimulus for creative content
- Digitization: 1/3 developing
countries penetration rate of
less than 5%
- Convergence : new business
models, markets structures
and governance
- Impact across the production
chain: from conception to
access to markets /audience
- Looking into the future
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Chapter VIII: Policy strategies for the
creative industries
- The role of public policies : government as facilitator
- The policy process : objectives, tools, implementation
- Policy directions : strategic concerted actions
- Target measures for enhancing creative capacities
- Tailoring policy action at the national level
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Policy directions
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Provision of infrastructure
Provision of finance & investment
Creation of institutional mechanisms
Development of export markets
Protection of creator’s rights
Establishment of creative clusters
Tools for effective data-collection measures
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Chapter X: Lessons learned and policy options
Lessons Learned :
- Creative economy calls for multi-disciplinary and concerted
policy response
- World exports of creative goods and services grew by 8.7 %
annually during 2000-2005 with faster growth in developing
countries
- ICTs and IPRs are major drivers of the growth of the creative
economy worldwide
- Technology offers opportunities for SMEs: new distribution
channels for creative content, innovative business models
- The creative economy strengthens the links between creativity,
culture, technology and economic development
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Major findings
- An evolving concept : no common definition of the
creative economy, nor a unique classification of the
creative industries
- There is no one-fits-all recipe but flexible and strategic
choices to be made by governments at national level
- The creative economy offer new venues for developing
countries to leapfrog into high-growth areas of the
world economy
- Need to reconcile national policy-making for the
creative economy with on-going multilateral processes
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Policy options
- Role of governments: to articulate a conducive
climate and infrastructure to stimulate creative
capacities
- Role of creative entrepreneurs: to promote
creative entrepreneurship to upgrade skills and
linkages between arts, creation and business
- Role of civil society: forging strategic alliances
to facilitate interactions with all stakeholders
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Key messages
- Creative industries is one of the most dynamic sector in world
trade. Developing countries have great potential to expand
exports as a source of economic growth and development
- Policy strategies to support the development of the creative
industries require inter-ministerial policy actions
- Policy measures should reinforce the “creative nexus” between
investment, technology, entrepreneurship and trade
- Lack of reliable data affect policy-making. Need for better
methodologies for gathering data worldwide
- IP should provide a stimulus to creators and is crucial for
enhancing the creative sector for development. Current IPR
regime needs improvements
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The Way Ahead
- Redefining priorities: Developing countries
have impressive trade deficits as regards
creative products, how to reverse this
situation?
- The role of international cooperation: UN
system can assist governments to better grasp
the dynamics of the creative economy and
identify areas for possible policy action
- The “Creative Economy Report” paved the
way for enhanced cooperation in both national
and international levels.
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