New Horizons in Institutional and Evolutionary Economics series
Chapter 12: Four Models of the Creative Industries
with Stuart Cunningham Prolegomena This chapter is an edited version of Potts and Cunningham (2008) ‘Four models of the creative industries’ International Journal of Cultural Policy 14(3): 233–47. It argues for an empirically based view of the dynamic interaction between the creative industries and the rest of the economy. 12.1 INTRODUCTION ‘Creative industries’ offers a definition of the industrial components of the economy that have come to be newly represented as a significant and rapidly growing set of industries; an important sector, in other words, for policy attention. The ostensible purpose of the various creative industries mapping documents (starting with DCMS 1998) has been to estimate the ‘significance’ of the creative industries to the modern economy in order to reorient economic policy support in accordance with that significance. In doing so, however, these studies highlight an important point: namely that the economic value of the creative industries may extend beyond just the manifest production of cultural goods or the employment of creative people, and have a more general role in driving and facilitating the process of change across the entire economy, as evidenced by its dynamic parameters and degree of embedding in the broader economy. If so, this has immediate implications for the type of policy intervention appropriate to creative industries. This chapter seeks to address the issue by posing the question: what actually is the dynamic relation between the creative industries and the rest of the economy? Rather than asking about the absolute size or static economic...
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