, Chapter 1 – Context
The world is constantly changing. The emergence of the internet has opened a huge number of
possibilities. Visuals have a stronger appeal to people than words have. This chapter discusses the
important shifts in the global mindset that have resulted in the increasing expansion of the creative
industry. We will also take a look at the importance of concept thinking.
‘Supposed to’ is a thing of the past
In the past you would not act from a personal drive – there was always some form of ‘supposed to’
involved. Important social developments in the 20 th century have freed individuals from this
‘supposed to’.
In our current society various social concepts are emerged. These are concepts that also create
social value. Within these concepts, consumers are increasingly coming together and self-
organising. The world, which used to mainly be rules from a rational perspective and logistical
processes is rapidly changing.
Logic (left-brain-style) and emotion (right-brain-style) will increasingly need to collaborate as one
powerful machine. The creative industry in particular is a sector in which these two brain
hemispheres come together.
The creative industry
Definition of the creative industry can be chopped into 3 pieces/subdivisions:
1. Media and entertainment radio, tv industry, film industry, music industry, book publishing
sector, gaming industry
2. Arts and cultural heritage art, theatre, concert, museums
3. Creative business services advertisements, communication, forms of designs
Aspects of the creative industry
- Creativity
- Entrepreneurship
- Creation of symbolic value
- Cross-disciplinary collaboration
- Knowledge
Perspective on the creative industry
Creative industry =
‘’Produces meaningful products or services that are the result of creativity and
entrepreneurship. You need to offer added (symbolic) value to consumers and organisation in
society.’’
‘’ The creative industry is a sector that, in addition to economic value, also created and exploits
symbolic value. It rests on the ability of individuals, groups, companies and organisations to
create meaning.’’
Classification for the creative industry. The three activities together create and communicate
meaning and ensure a meaningful experience for the consumer:
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