Creative Economy: A Feasible Development Option

specificities of countries, recognizing their culturaldifferences, identities and real needs. Developmenttheory and practice needs to adapt to new circumstancesby bringing issues relating to culture andtechnology into the mainstream. Developmentstrategies must be updated to cope with far-reachingcultural, economic, social and technologicalshifts that are rapidly transforming our society. Policycoherence must be reinforced by introducing concertedmultidisciplinary and multicultural policies.In the aftermath of the 2008 global financialcrisis and its adverse economic and social consequences— particularly the domino effect with whichthe quality of life deteriorated for millions of people— it is even more vital that neo-liberal approaches berevisited. The world needs a fundamental reorientationof economic models to foster structural changesin modes of production and consumption. It needs better globalgovernance, not only in financial and monetary policies, butalso in trade, technology and environmental policies. It isimperative to bring back ethics into economics, build on lessonslearned and introduce fresh approaches. These steps will helprestore the confidence of investors and consumers, ensuregreater coherence in the globalized processes and reinstate a sustainablepath for economic growth. 52.2.1 Multifaceted aspectsof the creative economyFigure 2.1Policy dimensionEconomic, technological,cultural and socialpoliciesCultural/Historical valuesAnthropological/aesthetic, ethnic andcultural diversityDevelopment dimension of the creative economySource: UNCTAD (Dos Santos, 2006).MultidisciplinaryCulture, labour,trade, technology,education, tourismIntertemporalPast traditions,present technologies,future visionOmnipresentEducation, work,leisure andentertainmentSociety-inclusivePublic and privatesectors, all socialclasses, profit andnon-profit NGOsThe development dimension of the creative economyhas complex interactions, as depicted in figure 2.1. A numberof concepts are embedded in the dynamics of the creativeeconomy. Furthermore, the policy framework of the creativeeconomy is multidisciplinary in nature, ideally calling forintegrated cross-cutting public policies requiring interministerialactions. Institutional mechanisms and a well-runregulatory framework are needed to facilitate synchronizedand mutually supportive economic, social, cultural and technologicalpolicies.Certainly governments alone cannot find solutions forall the issues. The creative economy is dynamic, proactive,fragmented, and flexible. Creative practice functions throughparticipatory processes, interactions, collaboration, clusteringand networks. Thus, in the creative economy, organizationaland new business models should not be top-down or bottomup.Rather they should be inclusive and open processes thatwelcome the participation of civil society in order to be effectiveand stimulate knowledge and innovation.2.2.2 Cultural and technological linkagesThe creative economy is omnipresent in our dailylife, whether through education or work or in moments ofleisure and entertainment. In a contemporary society dominatedby images, sounds, texts and symbols, connectivityis influencing our attitudes and is an integral part of ourlifestyles. From an anthropological viewpoint, cultural andhistorical values are intertwined, forging the essence ofcultural diversity, a subject of much current debate.Moreover, owing to its inter-temporal nature, the creativeeconomy is able to assimilate traditional knowledge fromthe past as well as current technologies. It requires aforward-looking vision capable of reacting to the rapideconomic, cultural and technological shifts that are takingplace in our society but sometimes are not always immediatelyperceived.Emphasizing that human development requires morethan health and education, but also a decent standard ofliving and political freedom, the 2004 UNDP HumanDevelopment Report makes a case for respecting diversityand building more inclusive societies by adopting policiesthat explicitly recognize cultural differences and multiculturalperspectives. The Creative Economy Reports arealigned with this perspective.2The development dimension5 Dos Santos-Duisenberg (2009).CREATIVE ECONOMY REPORT 201037