Transcript Creative Economy

Edna dos Santos-Duisenberg ([email protected])
Chief, Creative Economy and Industries Programme
Second International Cultural Industries Forum, Beijing ,October 2008
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Context and Objective
• First UN multi-agency report on this new topic
• UNCTAD, UNDP, UNESCO, WIPO and ITC
• Conceptual, institutional and policy framework
• Analytical tools for informed policy-making
• Shared vision based on comparative analysis
• The English full version can be downloaded by internet at
http://unctad.org/creative-economy
• A non-official translation into Chinese, kindly prepared by
organizers, will be available during this Forum
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Setting the scene
Cultural assets and human creativity inexhaustible resources
with both cultural and economic value
Globalization re-shaping 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
interface between economics, culture and technology
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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 generating
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
-
UN Millennium Development Goals and poverty reduction
-
Development linkages: beyond economics - cultural, social
and sustainable development
-
Traditional knowledge, arts and the creative economy
-
Obstacles to expansion of the creative economy: capital,
entrepreneurship, infrastructure, institutional mechanisms
-
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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The Creative Nexus
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Chapter III: Analysing the creative economy
- Need for systematic analysis, sound methods, reliable
statistics and qualitative indicators
- Organizational structure: predominance of SMEs and
few large TNCs 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 baseline 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 (CD case)
- Trade in creative industries is relatively invisible, shadows of IPRs
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Chapter V: International trade in creative
goods & services - Global trends
●
World trade of creative products
annual growth rate of 8.7% during
2000-2005, and reached 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, thanks 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. (EC-KEA)
UK: In 1997-2004, as value added 5% growth
compared with 3% for the rest of the economy.
Employment grew twice faster (DCMS)
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 goods: Top 20 exporters
worldwide, 1996 and 2005
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Source : UNCTAD
China’s exports of all creative products
US$ 61.3 billion in 2005
Art crafts
Design
1.9%
Music
New media
5.6%
Publishing
Visual arts
9.1%
6.4%
0.2%
76.7%
Source : UNCTAD
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China Exports
selected creative goods -1
70
billion US$
60
50
40
1996
2005
30
20
10
0
Source : UNCTAD
All creative goods
Design
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China Exports
selected creative goods-2
6
billion US$
5
4
1996
2005
3
2
1
0
Source : UNCTAD
Art crafts
Visual arts
New media
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China Exports
selected creative goods-3
1200
billion US$
1000
800
1996
2005
600
400
200
0
Publishing
Source : UNCTAD
Music
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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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Creative industries exports structure
by economic groups in 2005
(trends - creative goods)
1%
22%
41%
58%
19%
Developed economies
China
Developing economies
Other developing economies
Economies in transition
Source : UNCTAD
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Creative industries exports structure
by economic groups in 2005
(trends - creative services)
Developed
economies
(82%)
Developing
economies
(11%)
Economies in
transition (7%)
Source : UNCTAD
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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 of 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
relatively small, despite improvements
• Africa very fragmented creative industries
requiring financing and business support
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Chapter VI: Intellectual Property Rights
and the creative economy
-Intellectual property: sensitive
area with different approaches
-Copyrights: source of wealth,
incentive and reward for 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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Chapter VII: Connectivity and the
creative industries
- ICTs impact : changes in
marketing & distribution and
stimulus for creative content
- Digitization: 1/3 developing
countries penetration rate of
internet 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 multi-disciplinary actions
- Target measures for enhancing creative capacities
- Tailoring policy action at the national level
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Policy directions
-
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 IX: The international policy
framework
Highly influenced by the UN MDG’s- poverty reduction
- UNCTAD : Introduced the creative economy on the economic and
development agenda: Mandates to promote trade and development
gains based on three pillars : (i) consensus-building, (ii) policyoriented analysis and (iii) technical cooperation
- UNDP : Engaging developing countries in the creative economy
for development, promoting South-South cooperation
-
ITC : Creating business opportunities for creative industries from
developing countries. Focus on crafts, visual arts and fashion
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Ongoing multilateral processes
UNESCO Cultural diversity perspective:
- implementation of the “Convention on the Protection
and Promotion of the Diversity of Cultural Expressions”
- recognizes the sovereign right of States to elaborate
cultural policies and promotes international cooperation
WIPO Development Agenda:
- closer integration of the development dimension into
policy-making in the field of intellectual property protection
- intergovernmental committee submit 45 agreed proposals
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Multilateral Trade Negotiations
- WTO Doha Round launched in 2001 remains inconclusive.
Several issues relevant for trade policy of creative/cultural goods and services
GATS : market access in cultural services including audiovisuals and the
built-in flexibilities. Modes of supply and the mobility of artists/creators to
offer services in world markets
TRIPs: trade of copyrightable and non-copyrightable items such as those
originating from traditional knowledge and folklore, technology transfer etc
TRIMS, competition policies, trade efficiency and Special &Differential
treatment for developing countries
Other legal provisions such as free trade and regional trade agreements,
economic partnerships, customs unions
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Chapter X: Lessons learned
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 strategies
choices to be made by national governments
- Creative industries offers 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, such as creative clusters
- Role of creative entrepreneurs: to promote
creative entrepreneurship to reinforce 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 among 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.
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The Way Ahead
- Redefining priorities: Developing countries have
impressive trade deficits as regards creative
products. Need o enhance creative capacities
- The role of international cooperation: UN system
can assist governments to better understand the
dynamics of the creative economy, for national
and international policy-making
- The “Creative Economy Report” advanced the
research and policy agendas. Starting point of a
“work in progress”
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Thank you for your attention
Reproduction authorized with source acknowledgement UNCTAD (E. dos Santos)
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Copy of quotation or reprint to be sent to the UNCTAD/UNDP Secretariat