Culture for smart growth: The non-market channels

1. Culture for smart growth:The non-market channels  PIER LUIGI SACCO Dean, Faculty of Arts, Markets, and Heritage IULM University Milan

2. Culture: direct vs. indirect impacts The remarkable growth and success of cultural and creative industries in the last decade has brought considerable attention upon the direct economic impact of cultural production In order to maintain a proper and effective developmental approach, however, we need a conceptual scheme that allows us to understand (and capitalize) the indirect socio-economic effects of cultural production Also, we have to keep into account that the new paradigms of cultural production do not necessarily use the market as the value-generating platform (communities of practice)

3. From Culture 1.0 to Culture 3.0

4. From Culture 1.0 to 3.0 1.0: pre-industrial, small audiences, absorbs resources but does not generate turnover, author/craftsman; at the end of the value chain First major revolution: technologies that enhance reproducibility and demand 2.0: cultural industry, large audiences, generates turnover, author vs. audience, a specific sector of the economy (a specific value chain) Second major revolution: technologies that enhance participation and production 3.0: communities of practice and not only markets, generates turnover but also indirect non-market value, prosumers and user generated content, a pervasive dimension that permeates the whole economy (culturalization of the economy and culturally mediated value); at the root of the value chain

5. An 8-tiers approach to the indirect effects of cultural production (and participation) Innovation Welfare Sustainability Social cohesion New entrepreneurship Soft power Local identity Knowledge economy

6. Innovation Ranking Innovation Scoreboard 2008 (UE15) 1 Sweden 2 Finland 3 Denmark 4 Germany 5 Netherlands 6 France 7 Austria 8 UK 9 Belgium 10 Luxemburg (UE27 average) 11 Ireland 12 Spain 13 Italy 14 Portugal 15 Greece