Culture is future » Financing and economic models


DEBATES 2011 - Culture and industries: what criteria?

Subject of the  Forum d'Avignon that will be discussed during the 2011 edition, criteria for investment in culture require awareness: qualitative and quantitative criteria must be combined to develop the sector of culture, arts and cultural industries. The 2011 study conducted by Kurt Salmon with the working groups of the Forum d'Avignon clarifies this analysis. Discover also the column of Diversum on the subjet : 

The purple economy, a new alliance between culture and the economy. 

At the start of the 21st century, the world is moving faster and more powerfully than expected, as history gathers new pace. The old structures are starting to show new cracks, while former balances are being upset as a result of the joint effect of geo-political, demographic and technological changes, as well as peoples' constantly-resurfacing aspirations towards liberty and well-being. The average wealth of nations is on the rise, even though huge pockets of poverty continue to persist. Education and knowledge are spreading, even if there are still too many underprivileged areas. It is not possible to conceive of this world, which is emerging before our eyes, simply with the concepts of yesteryear. We cannot act effectively using only those methods devised by our forefathers.

It is in the light of such upheavals that the relationship between culture and the economy has to be reconsidered. Culture has ceased to be a luxury for the rich or a source of distraction for the idle. It feeds into all the production processes of our modern world. It satisfies the need for meaning inherent in the human community. Culture, as we understand it, is both a factor in leveraging action and a vital ecosystem. It is a tool that is unrivalled in its ability to help us decipher a complex world and adapt to a volatile environment. There can be no true creativity, whether it be artistic, economic or political in nature, without a genuine underlying layer of culture.

Culture is also an ecosystem which is hypersensitive to human action and marked by all its impacts. In a technological age, such an abundance of activity may upset the delicate balances which underpin cultural wealth: those between unity and diversity, the material and the immaterial, heritage and creation, the avant-garde and mass consumption.

It is time to establish a virtuous connection between these two activities that are so fundamental to us, namely culture and the economy, a relationship which cannot be reduced either to merely instrumentalizing the former or vainly stigmatizing the latter.

It is time to propose a methodological discourse according to which all of culture's potential for action shall be highlighted and all of the human values of the economy shall be promoted.

It is time to champion the sustainable against the short-term, the creation of value against the wasting of resources, synergy against individualism, and the ethical against the irresponsible.

It is this new territory, that of a globalization with a human face and roots, that the purple economy proposes to explore.

Purple, because it is a colour that represents creativity and imagination, the subtle shades of which reflect an ability to adapt to the specific features of each and every one of us, whilst still symbolizing a respect for fundamental freedoms.

Every human action has a cultural footprint, in other words an impact which shapes the cultural environment.

The purple economy corresponds to those human activities which contribute to improving this footprint, in order to promote cultural wealth and diversity right across the board. This economy is all-embracing and, being concerned primarily with the immaterial sphere, consumes few natural resources.

It sows the seeds for a new growth, related to corporations that are better adapted to their market and more efficient in the way they operate, by understanding the levers driving the people for whom and with whom they work.

Because it is in the interest of all of us to make the most of this economic potential, we need to start to organize the purple revolution today.


To go further



On the same subjet

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DEBATES 2011 - Investing in culture - Interview of David Throsby 

DEBATES 2011 - Investing in culture - Interview of Barthélémy Toguo 

DEBATES 2011 - Investing in culture - Interview of Kjetil Tredal Thorsen, architect, Snohetta 

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Credits: international forum of purple economy