Volume X Number 4 December 2017 Comparative Analysis Between Trends in Cultural and Creative Business Development in Six European Union Countries Miglena Angelova1 Abstract Current paper presents an analysis between trends II. NATURE AND SCOPE OF CULTURAL AND in development of Culture and Creative industries in six member-states of European Union. The analysis is made on CREATIVE INDUSTRIES the base of statistical information, delivered in the United Nation global report in 2015, dedicated to measurable aspects The very beginning of the concept for CCIs we can find of Cultural and Creative Industries (CCIs) in a worldwide in the distant 40s of the 20th century. Theodore Adorno and scale. The aim of the paper is to outline the major tendencies Max Horkheimer from the Frankfurt Philosophy School has in CCIs` development in six countries as follows – Germany entitled one part of their collective book Dialectic of and France (as leading EU countries for CCIs export), Poland and Hungary (as member-states representatives for the EU Enlightenment as Culture Industry (Adorno, T., biggest enlargement in 2004) and Bulgaria and Romania (as a Horkheimer, M, 1997). During next several years they member-states from the 2007) with similar economic formed the concept connecting in the same time the development. technical progress, culture (not only designed for the elite) Key words: Cultural and Creative Industries, Creative and appearance of general (mass) audience. In fact, namely Business, Creative Economy, Creative Growth the technical progress is the reason to discuss the concept of JEL: M14 industry – the opportunity for mass industrial production. By means of achievements from technical development now I. INTRODUCTION is possible to produce for the mass public high quality printing, to record and copy many times sounds, to enlarge Cultural and Creative Industries has become the the possibility with media, photography, computer important part from the priorities and the focus of European technologies, internet etc. So when we discuss culture Union`s policy science several programming periods. Their industries we have to know that they are result from two role in global competitive scale is no disputed as the results general phenomena – first one – is the technical progress of these economy sectors included in the Cultural and and innovations (that allow access to culture for the mass Creative Industries (CCIs) show significant progress and audience) and the second one – is the social phenomenon of potential to be developed. CCIs are object of different appearance of mass audience ready for culture (which science researches with various interpretations and authors` means that culture can no longer be considered only as an comments and analysis (Becut, A ,2016, Lampel, J., elitist but also as one recognized for the wider public). Germain, O, 2016, Porfirio, J., Carrilho, T., Monico, L, During the next periods, based on the evolution of policy 2016, You, H., Bie, Ch, 2017, Stoyanov, I, 2014). as well as socio-culture trends and technologies the term for One of important specific characteristics of these cultural industries has been further developed and changed industries is based on the creative beginning and this is the into cultural and creative industries. In this manner new key understanding why CCIs has become priority not only creative economic sectors has been added to the traditional for the big national leading economy on global scale – such culture sectors. The linking feature of all these sectors from as United States, Germany, France, Japan, but also for CCIs, according most researchers, is the intellectual smaller economy such Bulgarian is. It is could be possible property and authors` right. to create a natural monopoly (Hristov, M, 2014). For all The development of the creative business should be sectors from the creative industries the essence is the idea, it understood as part of the cohesion policy between the is the core where the big and smaller economies could different regions of the EU. For more on Cohesion Policy, compete almost equally. This is one of the elements that see Anguelov 2013. convert CCIs from regular to priority goal from almost There are different interpretations on the area of cultural every general strategic document of the European Union and creative industries. Sectors under CCIs according to EU (EU) science Lisbon Strategy in 2000 up to present. When definition is presented on the fig. 1. good idea gets together with a proper investments, then the Another popular definition for CCIs is formulated by the results could become similar to those outlined in the Institute for statistics within UNESCO (UNESCO, 2009) as strategies and green papers – CCIs has a potential and follows: “Those sectors of organized activity that have as power to act as an engine for the other economy sectors. their main objective the production or reproduction, the promotion, distribution or commercialization of goods, services and activities of content derived from cultural, 1. Miglena Angelova is a PhD,Faculty of Administration and artistic or heritage origins.” Management, University of National and World Economy, Sofia, Bulgaria 12 KSI Transactions on K N O W L E D G E S O C I E T Y the global scale. It is logically that the EU member states have the major contribution to this data. On figure 2 are Arts presented the top 5 of EU member-states exporters. Advertising Architec- ture Film Industry Design CCIs Artistic Publishing Crafts Gaming Music & Multimedia Fig. 2. EU -27 Top 5 exporters in Creative Goods (million US Dollars) Figure 1. Scope of CCIs acording EU authorities Source: United Nations Global Report 2015 Source: European Commission The major contribution in Creative Goods export in EU This definition focus on the measurable aspects of the we have in traditional well-functioning national economy. CCIs (goods, services and activities) on the basis of which One curious fact is that in the top 5 of EU exporters in the Institute could be able to provide with comparative Creative Goods with one exception – United Kingdom– all information for all countries as well as their economic other countries are among those that have founded EU. As a formations (such EU is) and continents in the globe. result of this observation, we could reasonably accept the UNESCO`s statistical report on CCIs covers the following idea that CCIs have good economic results in EU member- 11 economic sectors: states with stable economic development as well as political predicted circumstances. It is also interesting to be TABLE 1. mentioned that on the global market the biggest national SECTORS IN CCIS ACCORDING UNESCO economy-exporter of creative goods is China, followed by SOURCE: UNESCO United States of America. In this ranking the Germany (which is the EU-member-states with the greatest results) Advertising Architecture Books goes to the forth place, followed by United Kingdom. Gaming Music Movie Among top 20 exporters worldwide according this indicator there are also several EU member-states: Newspapers and Performing Arts Radio -France – 6th place Magazines - Belgium – 8th place TV Visual Arts and - Netherlands – 10th place Design Activities - Spain – 11th place -Czech Republic – 19th place. The present comparative analysis includes 6 national The current paper presents an author`s analysis and economy of EU-27: Germany and France as leading interpretation of the statistic information for CCIs provided economy in CCIs on global scale but also as member-states by the United Nations in 2015 (UNCTAD. 2015). – founders of EU; Poland and Hungary – they are countries from the EU biggest enlargement (made in 2004) and Romania and Bulgaria, as member-states from 2007 which III. COMPARATIVE ANALYSIS OF 6 EU MEMBER- have to be already influenced by the benefits of common STATES COUNTRIES European policy and European funds, even in the field of CCIs. The aim of the present research is to analyze and compare the trends in development of CCIs in six countries, member- states of EU. According to the data from United Nation Report, Europe is the largest exporter of creative good on 13 Volume X Number 4 December 2017 A. Countries-Founders of European Union The total balance from all CCIs again is in favor of the (Germany and France) import, but this time is a cause of the results in creative Germany and France both have national stable and well goods. In fact the disproportion here is not so big as German developed economy. Their results in trade in CCIs have to in creative services. Again as Germany, the most active be as an example for the rest EU member-states. This is the sector from CCIs is design, followed by Publishing. The reason to begin comparison exactly with these two data show also good development in exports of visual arts countries. for the last 10 years. More interesting picture is revealed as regards to the geographical allocation of the export – The financial results in trade for Germany are presented European countries again are preferable destination for in the table below: export, but the proportion here is much more balanced compared to Germany. The results show the following: 60% TABLE 2. from the exports is for Europe, 24% - Asia, 11% - America, GERMAN CREATIVE INDUSTRIES TRADE PERFORMANCE 4% - Africa. Top 5 partner countries for export for France VALUE (IN MILLIONS US DOLLARS) are: Switzerland, United States, Germany, China (Hong SOURCE: UNITED NATIONS GLOBAL REPORT 2015 Kong) and United Kingdom. Exports Imports Balance In summary – both leading national and well developed economies have similar results and trends – major export All Creative 30,399.90 31,384.58 984.69 oriented to the European countries with design and Industries publishing as the most active sectors within the CCIs. All Creative Goods 28,718.62 26,460.67 2,257.94 France CCIs trade result show the trends in developing the other markets in parallel with European, with great focus to All Creative 1,681.28 4,923.91 3,242.63 Asia and in particular – Hong Cong.