White Paper on Creativity Towards an Italian Model of Development

White Paper on Creativity Towards an Italian Model of Development

White paper on creativity Towards an Italian model of development Edited by Walter Santagata Cover image: Michelangelo Pistoletto “ConTatto” 1962 - 2007 Screen print on polished reflecting stainless steel, 22 x 16 x 23 cm Edition for the Ministry of Heritage and Cultural Activity Photograph: J.E.S. English Translation by David Kerr Editing by Federica Cau Italian original version: Walter Santagata (Editor) “Libro Bianco sulla Creatività. Per un modello italiano di sviluppo”. Università Bocconi Editore, Milano. 2009 Licensed under the Creative Commons Attribution – NonCommercial – ShareAlike 2.5 license. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/2.5/ or send a letter to “Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA.” Index Acknowledgements ....................................................................9 Foreword................................................................................... 10 Part I ......................................................................................... 12 1 Culture, Creativity and Industry: an Italian model .................. 14 Walter Santagata, Enrico Bertacchini, Paola Borrione 1.1 Introduction...........................................................................................................................14 1.2 Creativity and social quality: building an Italian model...................................................15 1.3 Styles and models of cultural production and creativity.................................................21 1.4 The Macrosector of the Cultural Industries and Creativity in Italy ..............................29 1.5 Conclusions............................................................................................................................39 2 The Italian model of creativity and international positioning. 41 Enrico Bertacchini, Aldo Buzio, Sergio Foà, Walter Santagata, Emanuela Scridel 2.1. Italy’s position in Europe and in the world .....................................................................41 2.2 Creativity and the European Union : European policies for creativity and the production of culture..................................................................................................................42 2.3 Comparative analysis of approaches to creativity and the production of culture.......50 2.4 Conclusions...........................................................................................................................56 3 Creative Cities and Territory ....................................................58 Guido Martinotti, Irene Tinagli, with the collaboration of Pier Luigi Sacco 3.1 Changes to 20th-century urban systems............................................................................58 3.2 The “geography of creativity” and the role of cities........................................................72 3.3 Cities as places of attraction, consumption and sociality................................................76 3.4 Cities as places of production and dissemination ............................................................78 3.5 Beyond production and consumption: how to cultivate “creative milieus”................80 3.6 Risks and dilemmas for creative cities ...............................................................................81 3.7 Concluding remarks : Italian cities as a model of creativity ...........................................83 Index Part II........................................................................................85 4 Design and material culture: an Italian blend .........................94 Tiziana Cuccia, Pier-Jean Benghozi, with the collaboration of Andrea Granelli 4.1 Towards a definition of design ...........................................................................................94 4.2 The roots of Italian design...................................................................................................97 4.3 Design in the metropolitan cultural districts ....................................................................98 4.4 Design in the industrial districts .........................................................................................99 4.5 Collaboration between designers and businesses...........................................................101 4.6 An emblematic case: Milan and the designer actors in the furniture sector..............104 4.7 Italian industrial design in figures.....................................................................................107 4.8 Training designers and safeguarding the profession .....................................................110 4.9 Conclusions..........................................................................................................................112 5 Fashion True excellence and great international visibility.....114 Walter Santagata, Paola Borrione, with the collaboration of Christian Barrère 5.1 Fashion as a system of systems.........................................................................................114 5.2 Fashion and the production system.................................................................................115 5.3 Fashion and the world of creativity..................................................................................116 5.4 The quantitative picture: structures and trends..............................................................117 5.5 The fashion design sector, from conception to distribution........................................121 5.6 The fast-changing fashion market....................................................................................125 5.7 The fashion houses and generational change .................................................................126 5.8 The luxury industry.............................................................................................................127 5.9 Intellectual property and counterfeiting..........................................................................128 5.10 Fashion, museums and exhibitions................................................................................128 5.11 Fashion and professional training ..................................................................................130 5.12 Conclusions........................................................................................................................130 6 The Taste Industry ................................................................. 132 Annalisa Cicerchia, Caterina Federico, with the collaboration of Priscilla Altili and Christian Barrère 6.1 Taste, food and cuisine : Italian excellence in gastronomy .........................................132 6.2 The geography of taste.......................................................................................................135 6.3 The taste production chain................................................................................................138 6.4 Counterfeit food: adulteration and violations of certification regulations.................150 6.5 Conclusions..........................................................................................................................152 WHITE PAPER ON CREATIVITY 4 Index Part III .................................................................................... 153 7 Film......................................................................................... 159 Severino Salvemini, with the collaboration of Francesco Casetti, Armando Fumagalli, and Andrea Rocco 7.1 Italian cinema: a promising resurgence............................................................................159 7.2 A change in business model ..............................................................................................161 7.3 Clearer audience expectations...........................................................................................162 7.4 The film market...................................................................................................................164 7.5 Television fiction productions and spin-offs for location areas..................................183 7.6 Italian Film Commissions..................................................................................................185 7.7 Conclusions..........................................................................................................................187 8 Television, Radio and Publishing .......................................... 192 Peppino Ortoleva 8.1 General Remarks.................................................................................................................192 8.1 Company size.......................................................................................................................193 8.2. Characters of enterprises. .................................................................................................194 8.3. Market size ..........................................................................................................................195 8.4. The geography of production ..........................................................................................198 8.5 The individual sectors.........................................................................................................199 8.6 Conclusions..........................................................................................................................206 9 Software, Computer

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