White paper on creativity - ebla center

Chapter 15Key decision 2Pursue initiatives in order to:• recognise talents involved in the field (except for a few sectors alreadyhighlighted by the media, most excellent creatives are not known by thegeneral public)• give talents greater dignity and promote the diffusion of role models• implement tutoring programmes (“adopt a creative”)• support the setting up and development of creative communities• recognise and develop places of creative learning.Ambition 3. Guarantee the generational turnover of creative talent in thecultural industryCreativity is expressed in ways which are revealed in time and places through “waves” ofgenerations: e.g. fashion in Milan in the 1970s, fashion in Paris in the 1960s, design inMilan in the 1970s, and Italian comedy films in Rome in the 1960s. Sustaining creativitymeans that each generation must expresses a level of creativity at least equal to that of theprevious generation.To maintain high standards of creativity and competitiveness at international level forItalian products, there is a need to select fresh ranks of stylists, designers, artists,composers, filmmakers, architects and creatives to guarantee future generations havehigh levels of creativity.Key decision 3Creativity can be produced in at least three ways, which must be subject toreform policies:• improving academic and professional training, raising the standards ofteaching and the content of study programmes, developing moreinterdisciplinary studies and freedom of expression;• including learning by doing and learning on the job in training programmesto enable young people to acquire tacit and explicit knowledge based oncompany practice and traditional knowledge• developing policies to attract young talents from abroad and to preventItalian talents from having to emigrate.Ambition 4. Training systems and human capital: the origins of creativityThe Italian education system lags behind those of Europe, Japan and the USA in terms ofquality. Urgent reform is required, not only at administrative level but also in terms ofteaching techniques and content so that education enables students to give free expressionto their creativity.On the job training is an excellent widespread possibility in Italy. Moreover, in theacademic and professional world it is currently underused and often only takes the formsof disappointing, ineffective workshops.WHITE PAPER ON CREATIVITY 342