South African Cultural Observatory 4 th Engagement Colloquium 29 October 2018
What is the creative economy? The “creative economy” looks at the relationship between creativity and economics, leading to a growing understanding of the nature of the relationship between the two and the ability to create wealth and extensive social value. Its an evolving concept based on creative assets potentially generating economic growth and development. • It can foster income generation, job creation and expert earnings while promoting social cohesion, cultural diversity and human development • It embraces economic, cultural and social aspects interacting with technology, intellectual property and tourism objectives • It is a set of knowledgebase economic activities with a development dimension and cross-cutting linkages at macro and micro levels to the overall economy. • It is a feasible development option calling for innovative, multidisciplinary policy responses and inter-ministerial action
Wide variety of work using diverse research methods: Some examples from SACO 1
Measuring the value of culture Intrinsic cultural values Instrumental values • May not be unique to culture • Unique value of culture itself • Not the primary purpose of cultural production • The aim of production in the first place • For example: tourist spending leading to economic growth & • “Art for art’s sake” development; job creation; • For example: to entertain, delight, infrastructure investment; “image” explain, explore, challenge, enhancement … question, make meaning, enhance • Measured by: Economic impact national pride & identity, educate … Investment in Depreciation of • Measured by: Social surveys; Stock of Cultural Cultural Capital Cultural Capital Capital opinion questions; Willingness to (Flow) (Flow) pay; quality of life; historical analysis
Defining the creative sector
Cultural Festivals and Events Inclusive economic Human growth Social capital & cohesion & Profession Community al capacity developmen building t Cultura Audience Reflective developme l Value & Engaged nt & citizens Antrobus, education Seaman & Snowball
Cultural mapping and regional culture policy 01 02 03 04 05 06 Identification Analysis ofCCI Opportunities Alignment of Design and Identification of what of clusters labour and challenges regional policy implementatio resources are markets and from the point aims with n of a regional present ownership of view of CCIs provincial and culturalpolicy (including patterns and other key national policy human stakeholders objectives resources, soft and hard infrastructure) Guidelines for Developing Effective Regional Cultural Policy Drummond, Ndhlovu & Snowball
Working in the cultural & creative sector 2.04% 0.48% of jobs of 65.7% Cultural Non-Cultural jobs 48.1% 44.6% 43.3% 41.6% 4.2% 29.8% 30.2% 29.5% of jobs FORM AL: ALL I NFORMAL: ALL INFORM AL: INFORM AL: W OMEN MEN Source : SA Cultural Observatory Mapping Study, 6.72% of jobs 2018 (Hadisi & Snowball)
The impact of intellectual property in the (micro) creative industries: Shweshwe in South Africa • In addition to direct production and sales, Shweshwe is used as an input by more than 5000 small businesses in SA, which are associated with 10 to 12 thousand jobs . • The import of ready-made “fake” Shweshwe garments, especially those that also copy the back stamp, thus will impact negatively the SMMEs and jobs in the sector. Mapuma & Snowball 9
Transformation & the creative sector 26% 40% Percentage with at least 1 Youth owner (up to 34 years 17% old) 27% 45% 18% 50% 31% 41% Percentage with at least 1 Woman owner 58% 47% 46% 48% 53% 44% Percentage with at least 1 Black owner 63% 65% 52% Design & Creative Services Audio-Visual & Interactive Media Books & Press Visual Arts & Crafts Performance & Celebration Cultural & Natural Heritage Collins, Tarentaal & Snowball
National level statistics & policy A.Cultural & Natural 1.7% of GDP (2016) Heritage 2% B.Performance & CCI growth rate of 7% 6% Celebration 4.9% (2011-2016) 8% C. Visual Arts & Crafts compared to 1.6% for whole economy 12% D. Books & Press Fastest growth rate in 45% E.Audio-Visual & Domains E & F Interactive Media 20% F.Design & Creative Services G. Cultural education Source : SA Cultural Observatory Mapping Study, 2018 11
International Trade in Cultural Goods Exports and Imports by Domain (US $) 2014-2016 Cultural Goods Exports and Imports Shares averages 200000000 0.90 0.80 150000000 0.70 0.60 100000000 0.50 0.40 50000000 0.30 0.20 0 0.10 A. Cultural and B. Performance C. Visual Arts D. Books and E. Audio- visual F. Design and Natural Heritage and Celebration and Crafts Press and Interactive Creative 0.00 Media Services 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Exports Imports Domains A to F total imports Domains A to F total exports
Film & Television Strategy for SA Scriptwriters Film distributors Producers Video distributors Broadcasting Commisioners Financing Filming / recording Access to facilities Lighting Cinemas Directing Electronic communication Acting Education Circulation Post- Conceptualisation Delivery production Audience Development Production consumption Pre- production Storing Research Capturing video R&D Editing Ideas Prepare: Titling Brainstorming Concept Audio / sound effects Exhibiters Treatment Dubbing Formulating the Broadcasters Storyboard Test screening proposal Film or video script Casting Location selection Costing andbudgeting Plan: Schedule Resources and equipment Rehersals Gouws, Snowball, Vermeulen, Ndhlovu, Shelver
Communicating results • Workshops & Infographics Lutshaba, Garman, Antrobus & Snowball
Interested? Next steps
How can you get involved in SACO?
What does SACO fund? • Each output is different, and has different funding requirements, so the budget is negotiated. It could include funding for: • Research assistants (students) • Consulting time (academics & other researchers) • Fieldwork costs (travel, data collection & capture, specialist equipment and databases etc.) • SACO does not fund ACH events or groups: it is primarily based on research and capacity building (training workshops).
What to do next? • Communicate your interest: Contact Unathi Lutshaba (SACO Executive Director) unathi.lutshaba@mandela.ac.za • Tell us about your interests, expertise, past and current research, postgrad students. • Read the SACO research agenda to see where you could fit in; • Think about the policy relevant output (report/tool) or capacity development (short-course/workshop) that you could develop.
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www.southafricanculturalobservatory.co.za @SACulturalObservatory https://www.linkedin.com/company-beta/10581051/ @SACulturalObs T: +27 41 504 4930 E: info@southafricanculturalobservatory.co.za 21-23 Donkin Street, Central, Port Elizabeth, 6000, Eastern Cape, South Africa
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