White paper on creativity - ebla center

Chapter 15Key decision 4On the demand side of creativity, there is a need for greater transparency withgeneral information that is as objective as possible on the system of art schools,conservatories and universities involved in artistic and cultural education. Thiscan be promoted by organising a system of annual ratings for universityinstitutions. An independent organisation could rank schools universities andother institutions by assessing education content and results. Although Italy hasno market for private academic institutions, quality rating could in any case bean incentive for improving the efficiency of the education system.Ambition 5. Enhance Italy’s reputation as a creative society. Improve theinternational standing of Italian culture so that the country is identifiedas a top “creative nation”Italy already enjoys an international reputation as a creative country, thanks to its historyand cultural heritage, and architects, artists, writers, singers, designers and stylists whohave won fame abroad. The Italian creative potential must be supported so as to achieveresults and once more make the nation a leading model.This kind of support, if co-ordinated in a system, especially at international level, cangenerate spin-offs in cultural tourism and in important Italian production sectors,especially export-driven sectors.Key decision 5Reputation is a capital, which to be maintained and developed, requires majorinvestments of public and private resources. This decision involves investing inbuilding up an international reputation which primarily highlights Italianexcellence in terms of the quality of cultural and creative products, ourproduction capacity and exports.Awards bringing a global reputation must be tenaciously sought, also bypursuing collective projects: How to win Oscars for Italian films? How to winthe Nobel Prize for literature? How to win the Ferruccio Busoni Prize forpianists. From this point of view, teamwork involving institutional and privateresources is an essential support for the success of artistic and creative talents.In other cases, investing in a global reputation consists in organising majorinternational art exhibitions, hiring internationally-renowned communicationsexperts, enhancing the large Italian “Biennials”, supporting and improving thequality of festivals, creating international prizes and developing designproductions reflecting the strength of our material culture.WHITE PAPER ON CREATIVITY 343