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Measurement issues in relation
to cultural statistics
Measuring and Fostering the Progress of Societies
Istanbul, Turkey, 27-30 June 2007
Hendrik van der Pol
Director
UNESCO
INSTITUTE for STATISTICS
Importance of culture today
Culture and creativity are becoming
powerful engines of economic growth.
UNCTAD: 7% Global GDP
 Ways culture is created, produced and
enjoyed have changed : ICTs, Internet,
growing role of the private sector and
the market
 Dual nature of cultural products and
activities: economic and socio-cultural
dimensions.
=> New challenges for measuring this
area.

UNESCO
INSTITUTE for STATISTICS
OECD – cultural industries %
contribution to GDP
6
5
%
4
3
2
1
0
Australia '98-9
Canada '02

UNESCO
France '02
UK '03
USA '02
Advertising, architecture, video & film, music &
performing arts, publishing, broadcast,
art & antiques, design, crafts (OECD 2007)
INSTITUTE for STATISTICS
MERCOSUR – Contribution of the value added of selected
cultural industries to the GDP in 2003
3.5
3
2.93
2.63
2.5
1.9
2
1.83
1.6
1.57
1.5
1
0.6
0.5
0
Uruguay
UNESCO
Argentina
Chile
Colombia
INSTITUTE for STATISTICS
Venezuela
Brazil
Peru
Recent initiatives on measuring the
importance of culture

Regional
» Latin America: OAS and Organisation of IberoAmerican states, Convenio Andres Bello
» Africa: Dakar Plan of action (1992) acknowledges
the role of cultural industries for development
» Asia: Jodhpur initiative: measuring creative
industries tailored to Asian needs. Bhutan pilot
» Europe: European Commission 2006 study

National
» Some 60 countries – creative sector mappings

City level
» Hong Kong creative index, Barcelona, Bahia,
Nottingham…
UNESCO
INSTITUTE for STATISTICS
How to measure the economic
contribution of culture?


From culture satellite accounts
Examining copyright industries




WIPO’s framework: Contribution of
copyright industries to GDP and Labour
force
From household surveys on
consumption: spending on recreation
and culture
Trade statistics
Employment data
UNESCO
INSTITUTE for STATISTICS
Different approaches for measuring culture
consumption
Trade
Economic
dimension
Sociocultural
dimension
Copyright
approach
employment
Satellite accounts
UNESCO
INSTITUTE for STATISTICS
Problems with measuring cultural
statistics

Lack of comparability:
Different definitions
 Different categories




Data are scarce and incomplete
Lack of resources and expertise
Too much focus on the economic
impact, lack of the socio-economic
dimension
UNESCO
INSTITUTE for STATISTICS
Main challenges for UNESCO
in culture statistics

Need to integrate new phenomena





role of ICTs and globalisation
Need to better reflect what is “culture”
in the developing world
Use existing data sources and
standards (international, regional and
local) because countries lack resources
Focus on standard setting
Cover economic as well social
dimension of culture
UNESCO
INSTITUTE for STATISTICS
UIS action: Reviewing the 1986
UNESCO Statistical Framework
•A.
CULTURAL &
NATURAL
HERITAGE
•B.
PERFORMANCE
&
CELEBRATION
•1. CORE
Museums/built
environment
Natural
environment
•1. CORE
Performing arts
(theatre, dance,
opera, puppetry
etc.)
Music
Festivals, feasts &
fairs
•C. VISUAL
ARTS, CRAFTS
& DESIGN
•1. CORE
Fine arts, Crafts
(handicraft,
handmade textile
products), Design,
•D. BOOKS &
PRESS
•E. AUDIOVISUAL &
DIGITAL
MEDIA
•F. SPORT &
LEISURE
•1. CORE
•1. CORE
•1. CORE
•1. CORE
Publishing
Broadcasting
(TV & radio)
Sports &
recreation
Film & video,
Physical fitness
& well being
Charter travel
& tourist
services
•Literature
Architecture,
Advertising
Photography,
Interactive
media
Visitor
attractions
Gambling
•TRADITIONNAL & LOCAL KOWLEDGE (Indigenous knowledge, traditional medicine, environment, ritual arts, culinary
arts)
UNESCO
INSTITUTE for STATISTICS
•2
EXPANDED
•2
EXPANDED
Software/
interactive media
•Toys & games
•G.
TOURISM
Hospitality &
accommodation
Conclusion


Increasing interest in measuring
culture
Several new approaches;
» satellite accounts, copyright

But: still many unresolved issues
» Definitions and comparability
» Socio-cultural dimension
» Data sources
UNESCO
INSTITUTE for STATISTICS