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Электронное приложение к журналу «Международная жизнь»
Author : A. Nevskaya
Research associate, Center for European Studies of the Ye.M. Primakov National Research Institute of World
Economy and International Relations, Russian Academy of Science, Candidate of Science (Economics)
CULTURAL AND CREATIVE INDUSTRIES (CCIs) are increas-
ingly seen as an important driver of economic growth as they enable
many countries and companies to become integrated into global value
chains and help solve social problems such as unemployment.
UNESCO, a major international organization, which studies and
monitors CCIs, defines them as sectors specializing in the production
of goods and services of a cultural or innovative nature. The term
"creativity" was put into use in its economic meaning in the mid-1990s
and implies generation and commercialization of new ideas.
UNESCO also uses multi-tier classification, dividing CCIs into core
industries that actually produce goods or services and several tiers of
related, mainly auxiliary sectors that bring such goods or services to the market.
It is a very hard task, however, to identify and classify creative services as creativity in a broader
sense as generation and commercialization of ideas is a feature of practically all modern services.
Obviously, all these sectors involve not only creativity but also mechanical reproduction of serv-
ices, and their categorization remains a moot point, which means that more accurate classification
of creative services is needed.
Asian countries, especially China and partly India, offer excellent illustrations of the role of a
growing middle class as the main source of CCI progress.
GLOBAL TRADE in cultural and creative goods and services is mostly trade between developed
countries and exports from some developing nations, primarily China. CCI imports by developing
countries are mostly services, including architectural design and advertising. Russia controls only
a tiny fraction of the world CCI market, and can apparently boost its presence there rather
quickly if its CCIs have more customers among foreign tourists visiting the country and build
up their exports. By achieving a more prominent role for itself in world CCI trade, Russia would
also be able to enhance its human capital.
Meanwhile, China, despite the serious cultural barriers to its CCI exports, has been able to seri-
ously expand its share of the world CCI market largely by buying out or cooperating with Western
companies.
Exports of Goods and Services from Cultural and Creative Indus-
tries