创意产业Development Dimensions of the Creative Economy

CapturingtheCreativeEconomyinDevelopingCountriesEdnadosSantos-Duisenberg([e-mail])Chief,CreativeEconomy&IndustriesProgrammeHenriLaurencin([e-mail])Chief,StatisticsandInformationRetrievalBranchUNCTAD,Geneva,December2006CreativeEconomy•Isanevolvingconceptbasedoncreativeassetsembracingeconomic,cultural,socialandtecnologicalaspects•Ithaslinkagesatmacroandmicrolevelswiththeoveralleconomy,henceanimportantdevelopmentdimension•Itcanfostereconomicgrowth,jobcreation,exportearningswhilepromotingsocialinclusion,culturaldiversityandhumandevelopment.•Itisafeasiblepolicyoptiontodiversifyeconomiesandimprovetradeanddevelopmentgainsindevelopingcountries(UNCTAD)DevelopmentDimensionsoftheCreativeEconomyCross-cuttingculturelabourindustrytradetechnologytourismIn-temporalpasttraditionspresenttechnologiesfuturevisionUNCTAD-E.DOSSANTOSCreativeIndustries•Asetofknowledge-basedeconomicactivitiesmakingintensiveuseofcreativityasprimaryinputtoproducemarketablevalue-addedcreativeproductsandservices•Creativeproductsandservicesarecentredbutnotrestrictedtoartsandculture•Aretangibleproductsorintangibleserviceswithcreativecontent,economicvalueandmarketobjectives•Theyareabletogenerateincomefromtradeandpropertyrights•Itisanewdynamicsectorinworldtrade(UNCTAD)ThescopeofcreativeindustriesIsavastfielddealingwiththeinterplayofvarioussub-sectorsfromtraditionalartcraftstotechnology-orientedmulti-mediaservicesCreativeIndustriesVisualArtsLiteratureandPublishingDesignTraditionalknowledgeMusicPerformingArtsAudio-VisualsDigitalAnimationandMulti-media(UNCTAD)Paintings,sculpturesandphotograpyBooks,newspapersandperiodicalsArchitecture,interiorobjects,fashionandjewelleryArtcrafts,festivalsandculturalactivitiesConcerts,CDs,tapes,digitalizedmusicTheatre,dance,opera,puppetry,circusBroadcasting,cinema,television,radioSoftware,videogamesandadvertisingHowtocapturethepotentialofthecreativeeconomyfordevelopment?Mainissues:•Economiclinkagesandexternalities•Growthprospectsandtradeflows•Supplyandvalue-chaincycle•Cross-cuttingnatureofcreativeindustries•Tangibleproductsandintangibleservices•Formalandinformalsectors•Measuringcreativecontent•Dealingwithconnectivityandmulti-mediaUNCTAD’sIntegratedDevelopmentApproachMaineconomicindicators-Macro-economic:%GDP,incomegeneration-Trade:imports/exports–products/services/contentvalue/units/content(notacommodity)tariffsandnon-tariffs(quantitative/qualitative)-Investment:%FDI,%domestic,incentivesbysectors-Industry:%creative,%returns,value-addedchain-Technology:ICTtools,IPRs,R&D,technologytransfer-Enterprise:SMEs/independent,micro-credit,youth,gender-Tourism:earningstourists,diasporas,linkstourism/cultureAnewdynamicsectorinworldtrade•UNCTADfiguresindicatethatworldexportsof:VisualartsCinemaindustry-US$7.3billionin1996-US$354millionin1996-US$14.4billionin2004-US$653millionin2004Trend:exportearningsnearlydoubledineightyearsExportsisonlypartoftotalrevenueexcludingcopyrights,licenses,marketinganddistributionArethosefiguresmeaningful?Canexportsofvisualartsbemuchhigherthanthefilmindustry?Howtorelate653millionwith75billionworthfilmmarket?Digitalfilms,needtostartnewstatisticalseries?Developingcountriesmarginaltradeplayersintheworldmarketforcreativeproducts•In2004,shareofdevelopingcountriesinworldexportsofvisualartsestimatedat3%•Arewecomparingcomparablecreativeproducts?•Whatart-workiscoveredundersculptures?(Code8963?)•Arewooden-madeAfricansculpturesvisualarts?•Pictures,designsandphotographsarepublishingmaterialsorvisualarts?(Code89287?)UNCOMTRADE–SITCREV.3:8961,8963,63549,6662,696782,89911,8826?VISUALARTSDealingwithconnectivity:musicindustry•In2005,16%ofworldpopulationhaveaccesstointernet34%aremobilephonesubscribers•Music/internetanear-perfectmatch…DigitalsalesofmusicreachedUS$1,1billionin2005?Digitaldistributionofmusic420milliondownloaded(IIFP)Whatarethecodesforlegaldigitalmusic?GlobalmusicmarketannualrevenuesofoverUS$1billionSalesofCDs+concerts+tours+festivalsCopyrightscomposers+songwriters+interpreters+musiciansRoyaltiesformusicpublishes+marketing/distributionHowtocapturetotalvalueofcreativecontent+services+IPRs?Difficultiesinmeasuringcreativeservices•Notallcreativeproductshavecreativecontent(blankCDs)•Capturingfiguresforarchitecture,designandadvertisingservicesidentifyingandaddingupphysicalanddigitaldistribution?•Howtogetreliabletradeflowsinbroadcastingcontentindevelopingcountries?•AnyuniversalalternativeforEBOPSfortradeinservices?•Filmproducersindevelopingcountriesnolongeruse35mm,distributionproblems,dropinfigurescapturesshifttoDVDs?•Howtodistinguishstandardcomputerservicesfromcreativeorculturaldigitalservices?Challengesformappingcreativeeconomies•Lackofpreciseandconsensualdefinitions•Limitationsofcurrentmethodologies/statisticalcodes•Differencesamongdatacollectingpractices•Existingmodelsnotsuitablefordevelopingcountries•Whatandhowtoaccessdifferentcreativesectors•Gapsinexistingstatisticaldatabyint/natinstitutions•Howtodefinecomparabilityacrosssectorsandcountries•LackoffinancialandhumanresourcesforsurveysLoo