White paper on creativity - ebla center

Chapter 1focus on the world of material culture,i.e. the set of goods and services whichman has produced since the dawn ofhumanity to modify his relationshipwith nature and society as it developed.Today the notion of “material culture”,a term originally from the field ofanthropology, has been extended tosociological and economic analysis andembraces the enormous variety ofmarkets of goods and services forpeople. Secondly, some importantfactors of progress in social qualityinclude the growth of the contentindustries (film, radio and TV,publishing, software, and advertising)and the use and development of thecultural heritage (archives, libraries,museums, monuments, art, music andthe performing arts). This approachenables us to identify an Italian modelof creativity and of the culturalindustries, characterised not only by thelogical coherence between the sectorsincluded in the analysis (for example, itexplains the inclusion of the foodindustry) but also its capacity to gobeyond considering the impact of theculture industries only in terms ofmarkets and business in order tohighlight their great importance forsocial quality.Figure 1.2 - Models of creativityTwo models of creativityCreativity forInnovationCreativity forSocial QualityNew technologiesThe Internet economyCommunicationsMarket and economicdevelopmentCultureTerritoryCultural districtsMarket and economicdevelopmentWHITE PAPER ON CREATIVITY 22