Cultural and creative industries are the key point of support for a new pattern of economic growth based on creativity and innovation, which has an enormous potential to respond to the challenges of the current policy of the European Union (EU).
The European Commission attaches special strategic importance to these industries due to their dynamic nature, potential of growth in the coming years, and their structural contribution to production and employment, which is estimated 4.2% of the EU’s GDP and more than 7 million jobs –about 3.3% of total European employment. In the EU Green Paper, Unlocking the Potential of Cultural and Creative Industries, culture appears as a strategic element due to its direct and indirect benefits for society and the economy.
As the paper makes very clear, if we want a more prosperous Europe we must increase the presence of culture in the corporations, business and innovative companies, but also in the life styles of citizens. The fast development of new technologies and increased globalisation, understood as “the growth of ties that span space” in the many dimensions of world society (Lechner: 2009, p. 1) has as one of the main consequences the shift away from traditional manufacturing towards services and innovation, as the Green Paper observes: “Factory floors are progressively being replaced by creative communities whose raw material is their ability to imagine, create and innovate” (p. 2).
For this reason, the creative Europe program has been designed (with a total budget of 1800 million euros for the 2014-2020 period) and will allow 300,000 cultural professionals to cross borders with their works and innovative proposals from cultural industries.
At this point it is necessary to underline that we are talking of a relevant industry that is characterized by its dynamism and that leads us to understand the cultural world much closer to our daily reality and, therefore, closer to the world of innovation from the search for new cultural spaces or creative development in different ways of understanding culture.
For this reason, it is necessary to create new ways of directing the intervention in the varied world of culture that encompasses cultural sectors more linked to innovation and creativity, such as design, fashion, architecture, advertising, new media, videogames and interactive arts, but also to the most traditional sectors: performing arts, visual arts, cultural heritage, cinema, television, radio, music, books and the press.
Lechner, F. J. (2009) Globalization. The Making of World Society. Chichester, West Sussex: Wiley Blackwell.
EU Green Paper, Unlocking the Potential of Cultural and Creative Industries. Accessed 4thMay, 2018 at: https://eur-lex.europa.eu/legal-content/EN/ALL/?uri=CELEX%3A52010DC0183