Creative Economy: A Feasible Development Option

4Towards an evidence-based assessment of the creative economy(e.g., newspaper and periodicals)4. Characteristic goods of publishing industry of books(e.g., books and other printing matters)5. Auxiliary goods of recording industry (e.g., sound recordingdevices)6. Related goods of phonographic industry (e.g., music player)7. Characteristic goods of audiovisual and phonographicindustry (e.g., CD, cassette tape)8. Auxiliary goods of audiovisual and phonographic industry(e.g., microphone, sound recording media)9. Related goods of audiovisual and phonographic industry(e.g., broadcasting and receiving equipments of radio andtelevision)This methodology clearly inherits from the DNA ofEuropean classification but with a narrower focus on the threecore cultural industries, which are phonograph, publishingand audiovisual industries. The major difference is thatConvenio Andrés Bello’s version distinguishes cultural goodsinto three types according to their function in the cycle ofcultural production. The description of codes applied to thisclassification lies in the Common Nomenclature of MER-COSUR, which corresponds completely with the CombinedNomenclature used by European countries.United Kingdom’s statistical methodologyfor creative industriesIt is hard to say which countries first used the term‘creative industries’, but the United Kingdom’s classification,defined in the 1998 and 2001 mapping documents by theDepartment for Culture, Media and Sport (DCMS),absolutely influenced the majority of countries in developingtheir cultural statistics classification in the past decade. Thefirst published classification describing the creative industriescame from DCMS and identified the following 11 subindustries:■■■■■Video, Film and PhotographyMusic and the Visual and Performing artsArchitecturePublishingComputer games, software, electronic publishing■■■■■■CraftRadio and TVAdvertisingDesignDesigner fashionArt/antiques tradeTrade statistics for these 11 creative industries are collectedusing the United Kingdom Standard IndustrialClassification (UK SIC). In 2004, DCMS produced a morecomprehensive framework known as DCMS EvidenceToolkit (DET), and adopted UK SIC 2003 as the basis forthis new framework. This classification was used to estimatethe economic contribution of creative industries 18 and thestatistical figures are reported annually in the CreativeIndustries Economic Estimates (CIEE) publication. Becausethe UK SIC is a classification of activities, and provides noofficial list of codes for creative goods, the CIEE only reportthe export value of ‘services’.One advantage of this methodology is that it is broaderin scope 19 than the European cultural industries’ approach.It includes some categories, such as advertising, designerfashion and computer games, that were not previously identifiedas cultural activities. This classification has alsosparked controversy because it measures industrial activities,rather than trade flow, and much of the data reflects thingsother than creative activity. For example, UK SIC includesmany clothing-manufacturing codes in the “designer fashion”category, but its current structure cannot separate thesenon-creative activities. To remedy this situation, and obtainmore accurate data, the DCMS is working on a new set ofstandards for measuring the creative industries.UNESCO framework for cultural statisticsUNESCO developed its first Framework for CulturalStatistics (FCS) in 1986, and has subsequently influencedmany countries as they have developed strategies for collectingcultural statistics. Its original framework defined nine categoriesof cultural activities: cultural heritage, printed matterand literature, music, performing arts, audio media, audiovisualmedia, socio-cultural activities, sports and games, andenvironment and nature. The 1986 framework also described18 The craft and design sectors are excluded because there is no official data. For details, see Annex B in CIEE 2010 technical notes, available fromhttp://webarchive.nationalarchives.gov.uk/+/http://www.culture.gov.uk/reference_library/publications/6622.aspx.19 One of the broadest definitions of creative industries is from Italy and includes toys, furniture, marble works etc. A full list of Italian creative industries is available fromhttp://ec.europa.eu/culture/our-policy-development/doc/it_white_paper_creativity2009.pdf.108 CREATIVE ECONOMY REPORT 2010