Transcript KEA - Elodie Vaisberg - Cultural Creativity

The Contribution of Culture to Creativity in the EU
and 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
BACKGROUND AND EU POLICY DEVELOPMENTS
Industrial
Design
CREATIVE INDUSTRIES AND
ACTIVITIES
Education
Consumer
Electronics
CULTURAL INDUSTRIES
Film and
Video
Performing Arts
User Generated
Content
Advertising
Luxury
brands
Books and
Press
Visual Arts
Fashion
Design
Heritage
Video
Games
Telecommunic
-ations
Tourism
CORE ARTS FIELDS
Music
Television
and Radio
Architecture
RELATED SECTORS
Design
Software
ECONOMIC CONTRIBUTION OF THE ECONOMY OF CULTURE IN EUROPE
TURNOVER

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)
VALUE ADDED TO
EU GDP

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%
CONTRIBUTION TO
EU GROWTH

The sector’s growth in 1999-2003 was 12.3% higher than the growth of the general
economy.
EMPLOYMENT

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%).
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)
STUDY ON THE CONTRIBUTION OF CULTURE TO CREATIVITY
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
CULTUREBASED
CREATIVITY
A CONDUCIVE
ENVIRONMENT
HOW CULTURE-BASED CREATIVITY CAN LEAD TO INNOVATION
Features of culture-based creativity that lead to innovation:
Spontaneity
Intuition
Memories
Imagination Aesthetics
Affect/
Passion
Generated values:
New vision
Differentiation
Intangibles
Disruption
Community
Values
CONTRIBUTION OF CULTURE-BASED CREATIVITY TO BUSINESS
STATEGIES
- Product innovation
- Branding
Creativity 
Identity, image, values
- Human Resources
Design Management
Artists in residence
Leadership
- Communication
CONTRIBUTION OF CULTURE BASED CREATIVITY TO SOCIAL
INNOVATION
- Promote social cohesion
Creativity 
- Community regeneration
- Innovation in public services
(health, criminial justice).
CASE STUDIES ON SOCIAL INNOVATION
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
- Stimulate divergent thinking
Learning through Art

- Promote social integration
and mobility.
- Encourage
learning
CASE STUDY: REGGIO EMILIA (I)
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)
Innovation:
Culture based Creativity:
FP7:
CIP:
Structural Funds:
53
3.6
87
CULTURE:
MEDIA:
Structural Funds:
Total:
153.6
Total :
Structural Funds: € 347 billion
0.4
0.7
?
less than 3
TOWARDS BETTER MEASUREMENT: THE EU CREATIVITY INDEX
Human Capital
Institutional Environment
Social Environment
CREATIVITY
OUTPUTS
Openness and Diversity
Technology
HUMAN CAPITAL
REGULATORY INCENTIVES TO CREATE
1. Number of hours dedicated to arts and culture in primary
and secondary education
18. Tax break for artists or people who work in the creative
sector
2. Number of art schools per million population
3. Tertiary students by field of education related to culture
19. VAT rates on books, press, sound recordings, video, film
receipts, freelance authors, visual artists
4. Cultural employment in total employment
20. Tax incentives concerning donations and sponsoring
OPENNESS AND DIVERSITY
21. Direct public expenditure on culture
5. % of population that express tolerant attitudes toward
minorities
6.Share of population interested in arts and culture in other
European countries
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
7. Market shares of non-national European film
OUTCOMES OF CREATIVITY
8. Level of Media Pluralism in European Member States
25. Values added of creative industries as % of GDP
9. Share of non-nationals in cultural employment
26. Turnover in music industries per capita
CULTURAL ENVIRONMENT
27. Turnover in book industries per capita
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
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
14. Number of public concert hall
31. Number of books published per year and capita
15. Number of cinema screens by countries
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
LOCAL AND REGIONAL DIMENSIONS OF CREATIVITY
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”)
THE LOCAL DIMENSION OF CREATIVITY
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
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%20C
HARTER_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
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