Despite the fact that creative industries certainly have a future, it is necessary to ensure the education of professionals who do creative work consciously. This is particularly so in order for creative industries to continue to develop and fulfill their growth potential in our country, as it is likely to be around the world. One of the main premises here is to be able to generate skilled people with refined creative potential.
3. Creative industries as a sector The creative industry is a widely recognized sector in numerous countries of the world, especially those in western Europe, North America and Asia. It has its permanent place in government bodies, clear definitions of what it includes and it is also regularly mapped.169 In the Czech republic, it is different. In contrast to other European countries, we lack complex analysis of its value and performance, as well as simple definition and attention from public structures. The greatest tradition of creative industries in the world is perhaps in Great Britain. In British society, this sector is being dealt with at government levels through various institutions. Right inside British government, there is Creative Industries Council as a "joint forum between creative industries and government". Council members are major actors across the creative industries, from computer games and digital industries to media, fashion and film. „Set up to be a voice for creative industries, the council focus on areas where there are barriers to growth facing the sector, such as access to finance, skills, export markets, regulation, intellectual property (IP) and infrastructure.“ (Creative Industries Council, 2019) In the Great Britain, creative industries have been mapped consistently since 1997. According to UNESCO, the United Kingdom is the country with the highest performance in the creative industries and is also the world's largest exporter. In 2016, creative industries in the UK were worth £ 92 billion (compared to £ 85 billion in 2015). This pointed out that the creative industries in the UK show double growth compared to other sectors of the British economy. (DMCS, 2017) In this volume, creative industries embody approximately 5% of the country's gross value added.170 In Germany, the public sector is also dedicated to the creative industries. The Federal Ministry of Economics and Technology runs The Cultural and Creative Industries Initiative. The 2009 report talks about € 132 billion in creative industries in 2008 (Research Report on Culture and Creative Industries of the German Federal Government, 2009). Another close country, Austria, aims to achieve three key points in the creative industries: strengthening the 169 When evaluating creative industries as a sector, a coherent analysis of their value and performance is the starting point. From a theoretical point of view, there are different approaches to calculating the value of creative industries. It is, for example, J. Howkins (2001), which calculates the value of the creative industry based on the value of creative products. It consists of a material value (such as carriers) and intangible value (intellectual property). Furthermore, value of a creative economy is the value of the creative industries multiplied by the number of individual transactions in the industry. (Römerová, 2010) Despite this simple division, it is not yet easy to clearly define the performance of creative industries in a given country, especially because of the inconsistent definitions of what industries are involved. 170 The Government continues to back the creative industries sector. For example, dedicated tax relief to support high-end television productions. There was also £1 billion of inward investment in the film industry last year as a result of tax relief. The government‟s UK Games Fund, which helps video game companies grow with grants to support new projects and talent, has just been extended until 2020. The government has also recently announced the opening of a £80 million Creative Industries Clusters Programme competition which will boost innovation in the sector by part-funding research partnerships between universities and industry. The UK‟s world leading digital sector has seen its contribution to the UK economy increase by 5.8 per cent between 2015 and 2016, and by 23.3 per cent since 2010. (ibid)
97 Ukázka elektronické knihy, UID: KOS290419
competitiveness of the Austrian creative industries; exploiting the transformation effect that creative industries have on other sectors of the economy, public administration and society as a whole; strengthening the innovation system by innovation in the creative industries. This all through the Center for Creative Industries Strategy for Austria, operating under the Austrian Federal Ministry of Science, Research and Economy. In 2013, Austria declared a performance of € 21 billion in the creative industries. (Creative Industries Austria, 2014) In Europe, creative industries have attention in the Nordic countries and European Union as a whole. Moreover, in 2015, United States declared 698 million Dollars with 4.7 million jobs created. (MPAA, 2016) Lack of similar development in the Czech Republic may be potentially caused by three main complications. The first is the very definition of the sector and the different opinions on what to classify under creative industries. European Commission divides culture into two sectors: cultural and creative. The cultural sector includes traditional art (that is, art and interpretation arts and cultural heritage) and the cultural industries (television and radio, film and video, video games, music, press and books). According to the Commission, the creative sector includes creative industries - design, architecture and the advertising industry - along with areas of associated industries such as electrical engineering, players, and more. (Výsledky paper correspond to the cultural industries of the cultural sector and the entire creative sector. The second complication may be the lack of coherence in existing statistics. In the Czech Republic, there are partial attempts to map creative industries. These are either sub-surveys carried out by specific sectors of the creative industry or they are comprehensive activities that are mostly devoted to the “creative and cultural industries” sector. One of the first major Ministry of Labor and Social Affairs in 2007. It was a study of labor in cultural sector, thus only partial for our purpose, but it has already shown a relatively high percentage of employment in culture. This was followed up by the project "Socio-economic potential of other solid statistics is statistics also contribute, but they are not consistent in terms of a sector as a whole. Due to various complications, the partial mapping of each specific industry seems to be the most relevant in these days and situation. This was an example of a study carried by the initiatives and cooperation between them can contribute to the mapping of creative industries in the Czech Republic. This is also related to the necessary cooperation between individual initiatives that deal with this issue in the Czech environment. That is, unfortunately, still marginal. As can be seen above, it is very difficult to report the value and performance of creative industries in the Czech economy. It will probably be possible to see complete statistics only when this sector is clearly defined. Here, we follow the British model that claims that creative industries are "industries that are based on individual human creativity, human skills and talent. At the same time, creative industries are areas with potential to create wealth and jobs, especially through the use of intellectual property." (Creative Industries Mapping Documents, 2001) Great Britain includes among the "creative industries" 13 major industries: advertising, gaming, architecture, design, radio and television, books and printing, film and video, software, music, fashion, crafts, scenic art and market of arts. Third problem that has already been introduced above is the qualification of skilled people. The growth rate of these industries is fast and unfortunately often ahead of the education of
98 Ukázka elektronické knihy, UID: KOS290419
needed professionals. Therefore, there is a lack of educational environment which could qualify the specialists. It is not only universities, but also lower grades of education. This is valid even more for more recent areas of creative industries, such as the aforementioned game development, but also graphics, animations, visual effects, and many others. At the same time, the more traditional creative industries are lacking the necessary innovation and constant updating, which would respond to rapid industry development, technological development and modernization. At the same time, many of the existing fields lack the necessary practice which students should be provided already during their studies.
4. Awareness of creative industries in the Czech Republic Given the hypothesis that one of the main reasons why the Czech Republic is lagging behind other countries is low awareness, the partial study was carried through Ipsos. This input sociological probe from April 2019 maps the awareness of creative industries in the Czech republic. (K Populace.cz with respondents 18-65 years (representative of sex, age, size of place of residence and region). 315 respondents answered a structured questionnaire consisting of the following research questions: Q1: What prestige / social recognition do you think the following professions have? (civil engineer, designer, director, fashion designer, producer, physician, journalist, scriptwriter, architect, cameraman, publisher, advertising profession, dramaturge, producer, photographer, animator for creating computer games, storyteller of computer games, game designer; 1-4) Q2: Have you ever encountered the term "creative industry"? (1-4) Q3: What will come to your mind when it comes to the creative industry? (open question) Q4: To what extent do you think the individual industries are important for the Czech economy? (energy, engineering, creative, automotive, banking, agriculture; 1-4) Q5: Which industries do you find attractive in terms of employment? To what extent do you think the individual industries are important for the Czech economy? (energy, engineering, creative, automotive, banking, agriculture; 1-4) Q6: In your opinion, should the Czech Republic support the creative industry? (1-4) Q7: Do you personally want to work in the creative industry? (1-5) Results show that Czech general public knows a little about this sector. Only 32% of the representative population declares knowledge of the creative industry. The men are a little bit better off than women (33% comparing to 32%). The greatest knowledge was reported by respondents aged 27-35 (34%). In terms of importance for Czech economy, 31% of respondents find creative industry less important or not important. This is the highest percentage compared to other industries (industry with second worst rank of importance was banking industry with 12% of less important or not important, others had approximately 5%). Compared to traditional industries, the creative industry is considered to be the least important industry for the Czech economy, even though 69% of the Czech population considers it important. Interesting is that professions of the creative industry do not reach the prestige of traditional professions (medic, for example, reached 97%), but they are also considered
99 Ukázka elektronické knihy