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Amanda Mieze
particular enjoyed rapid export growth – 8,8% annually between 1996 and 2005.
This positive trend is expected to continue into the next decade, assuming that the
global demand for creative goods and services continues to rise 4 . This growth is
accounted for by rapid techno-economic change in products, distribution and marketing;
the increasing commercialization of intellectual property, particularly copyright;
the shift towards a post-industrial economy where personal, recreational and
audio-visual services have expanded as a share of the economy; the strong crosspromotional
linkages with sectors like tourism; and the convergence of media, the
increasing concentration of large firms and the expansive growth of the digital
economy that allows for easier production, distribution, consumption of cultural
products, services and intellectual property 5 .
The idea of culture as an engine for regeneration has become the norm. As
mentioned in the United Kingdom strategic document for the Creative Industries
„Creative Britain – New Talents for the New Economy”, carried out in 2008, two
million people are employed in creative jobs and the sector contributes £60 billion a
year (7,3%) to the British economy. Over the past decade, the creative sector has
grown at twice the rate of the economy as a whole and is well placed for continued
growth as the demand for creative content grows 6 . Cultural industries are increasingly
seen as a tool for economic development, poverty reduction, and the assurance
of cultural diversity. In addition, they are closely linked to participation in the
post-industrial economy and the knowledge-based society. Accordingly, there is
a new focus on the potential of mainstreaming cultural industries into national development
plans as a means of achieving more sustainable development. Cultural
vitality is considered as synonymous with innovation and diversification 7 .
Diversity as a cultural dimension of the creative industries has become more
prominent in recent years. The Universal Declaration on Cultural Diversity 8 sees
diversity as being embodied in the “uniqueness and plurality” of the identities of
various societies and groups, a common heritage of humankind. Since culture itself
is intrinsic to the realization of human aspirations, it is argued that cultural diversity
will be an important factor in promoting economic, social and cultural development.
4
The Creative Economy Report 2008, http://www.unctad.org/en/docs/ditc20082
cer_en.pdf , 15.01.2010.
5
K. Nurse, Culture as the Fourth Pillar of Sustainable Development, Prepared for Commonwealth
Secretariat, Malborough House, Pall Mall, June 2006, London, UK,
http://www.fao.org/SARD/common/ecg/2785/en/Cultureas4thPillarSD.pdf, 15.01.2010.
6
Creative Britain – New Talents for the New Economy,
http://www.culture.gov.uk/reference_ library/publications/3572.aspx, 15.01.2010.
7
Address by Mr Koïchiro Matsuura, Director-General of UNESCO, at the opening of the
first UNESCO World Forum on Culture and Cultural Industries, Monza, Italy, 24 September
2009, http://unesdoc.unesco.org/images/0018/001841/184196e.pdf, 15.01.2010.
8
Unesco Universal Declaration on Cultural Diversity, 2001, http://unesdoc.unesco.org/-
images/0012 /001271/127160m.pdf, 15.01.2010.