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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 inter-ministerial
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 in global trade of creative goods and services is less than 1%
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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 countriesIn 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
Source : UNCTAD
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China’s exports of all creative products
US$ 61.3 billion in 2005
Source : UNCTAD
9.1%
76.7%
0.2%
6.4%1.9%
5.6%
Art crafts Design Music New media Publishing Visual arts
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China Exportsselected creative goods -1
Source : UNCTAD
0
10
20
30
40
50
60
70
All creative goods Design
19962005
billion US$
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China Exportsselected creative goods-2
Source : UNCTAD
0
1
2
3
4
5
6
Art crafts Visual arts New media
19962005
billion US$
20
China Exportsselected creative goods-3
Source : UNCTAD
billion US$
0
200
400
600
800
1000
1200
Publishing Music
19962005
21
39.2
59.7
1.1
89.2
8.22.6
51.6
46.9
1.5
89.9
9.50.6
53.8
45.8
0.5
82.6
14.82.6
70.7
28.9
0.5
0%
20%
40%
60%
80%
100%
Artcrafts Audio visuals Design Music (CDs,tapes)
New media Publishing Visual arts
Developed Economies Developing Economies Economies in transition
Source : UNCTAD
Creative industries goods share in world exports - 2005
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Creative industries exports structure by economic groups in 2005
(trends - creative goods)
Source : UNCTAD
58%
1%
19%
22%
41%
Developed economies
Developing economies
Economies in transition
China
Other developing economies
23Source : UNCTAD
Creative industries exports structure by economic groups in 2005(trends - creative services)
Developedeconomies(82%)
Developingeconomies(11%)
Economies intransition (7%)
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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) policy-oriented 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 attentionReproduction authorized with source acknowledgement UNCTAD (E. dos Santos)
Copy of quotation or reprint to be sent to the UNCTAD/UNDP Secretariat