THE RISE OF THE CREATIVE CLASS

ACADEMIC BOOK REVIEW – THE RISE OF THE CREATIVE CLASS

BOOK REVIEW THE RISE OF THE CREATIVE CLASS RICHARD FLORIDA

The rise of the creative class 26-june-2012, 10th Anniversary edition, 512 pages

Richard Florida, The Rise of the creative class, Basic Book´s, 2012, 512 pages, (hardback), 14,50$. ISBN: (0465029930)

REVIEWED BY: Vallejo, Kevin, Salazar, Nicolas, Paredes, Viviana. Kavallejo.arq@uisek.edu.ecnmsalazar.arq@uisek.edu.ec- vcparedes.arq@uisek.edu.ec

INTRODUCTION The arise of the new social class called creative class. This rising class appears in an era of economy, information and knowledge, impulse by creativity. Create and continue creating allows being forward in every kind of industry, because creativity becomes a product to this working era. An example of a creative person, we have David Lynch, he is an iconic filmmaker, he is considered as one of the most creative people because show innovation and experimentation in the cinema branch. Finally, creativity brings a new impulse to this era, generating new models to society with allusion in the three T, because the creative class is paid for what they think not by a physical effort. The economy of the 21st century is being transformed, through creativity, it comes from the people (the bearers of creativity) with the appearance of the high bohemians, we have creative elements for economic development such as technology, aesthetic, social and political , creative occupations are growing through companies that are geared to attract the creative person with the ability to attract and inspire the best talent in the world, this produces a higher level of economic development with the three "T": Tolerance, Technology and Talent Florida's book is considered a bestseller and one of the most popular book on regional economies over the past decade. is not another research monograph, is a snazzy and it has become the hot book among urban policy.

BOOK REVIEW This book is fundamentally interesting. It begins to describe how creativity is becoming a more important part of the economy. The market value of creative people has sprung up and the big industries have tried to affect the growing importance of brainstorming. According to Florida, the global economy is moving into a new economic era, the "creative era," which is revolutionizing all political rules for economic and community development. Increasing competitive advantage of the ability to

innovate - the ability to develop new technologies and business models. It is no longer enough to build an industrial building This book is fundamentally interesting. It begins to describe how creativity is becoming a more important part of the economy. The market value of creative people has sprung up and the big industries have tried to affect the growing importance of brainstorming. According to Florida, the global economy is moving into a new economic era, the "creative era," which is revolutionizing all political rules for economic and community development. Increasing competitive advantage of the ability to innovate - the ability to develop new technologies and business models. It is no longer enough to build an industrial building, the infrastructure of roads, airports, water lines and electrical networks. To stimulate innovation and entrepreneurial activity,The creative class as occupational possibilities categories that cover "science and engineering, architecture and design, education, arts, music and entertainment, whose economic function is to create new ideas, new technologies and / or creative content, this super creative core, has professionals Creative in business and finance, law, health care and related fields. Overall, according to established calculations, the creative class occupies 35 to 40%, these creative professionals tend to rank among the most innovative places, start new businesses and partner with tech companies. They also tend to have the strongest economies and these develop a creative class. Florida argues, a region must assemble the innovation infrastructure, including Venture Capital Facilities and most importantly the types of services, from bike trails to a lively music scene, that attract creative people. , is becoming popular by telling the world things about itself that are fundamentally true, Florida acts as if there is a difference between the human theory of city growth capital and the "creative capital" theory of city growth, We argue that human capital predicts urban success because "highly skilled people in highly skilled industries may have more new ideas" (Glaeser, 2003), and indeed the first regressions I ran showing a skill growth connection were testing the importance of the generation of ideas in cities (Glaeser, 1994). Lifestyles really make a difference between occupations, and changing workplace patterns matter to change lifestyle preferences. This idea is correct, and I think Florida really deserves credit for emphasizing it in the popular domain. We are also correct in arguing that if cities want to be successful, they should think about providing lifestyle or consumer benefits to their residents. Florida highlights the rise of Bohemianism and social freedom. David Brooks' classic Boobies in Paradise remains the great popular discussion of the rise of bohemian values within the United States, there is long and distinguished sociology. Florida does the reasonable thing that as cities depend on creative people, and these need to attract creative people, where they define the creative class as they can occupy that include "science and engineering, architecture and design, education, arts, music and entertainment, whose economic function is to create new ideas, new technologies and / or new creative content. In addition to this super creative core, it has creative professionals in business and finance, law, health care and related fields.

Bohemian types who like socially free areas with cold zones and high density Florida argues that Creative Class brings a new set of values to their careers and personal lives Contrary to dotcom's hype about bonuses and stock options, creative workers are less fascinated by tales of benefits that he wants a creative worker for jobs that offer personal challenges and growth, says Florida, is "exercising your creativity in building something, experiencing the whole cycle of having ideas, putting them into action, and seeing the rewards." (Creative Class, p. 103) In a related trend, the massive corporate restructuring and downsizing of the 1980s destroyed the corporation-employee compact, members of the creative class frequently changing jobs. As hyper mobility spreads throughout the economy, creative workers act as free agents, moving laterally from company to company, seeking more rewarding challenges and taking more control over their careers, given this is the rise of new ideas for production and the growth rate of city-specific productivity levels. Rather than losing importance in the New Economy, Florida maintains that geography is becoming more important. Under the rules of the creative economy, large metropolitan areas enjoy a great advantage. People choose a region not to take a single job but to pursue a career. They hope to change jobs frequently, so look for job markets that lead to a horizontal career in their field. In other words, Florida says, people are looking for a "thick" job market, lifestyle can trump job markets, as evidenced by the high rankings of several smaller cities, creative people are looking for communities that offer a experience compatible with your priorities and values. Creative

Universidad Internacional SEK – 2020-3

minded people also want to live in communities that are tolerant, culturally diverse, and open to newcomers. They long for excitement, energy, and the exchange of ideas and perspectives. They enjoy meeting people different from themselves to exchange points of view and discuss problems. They savor the fine architecture and beautiful natural views. In particular, I would add to Florida that creative people appreciate the availability of good by designing public places, from parks to plazas, that facilitate interaction and chance encounters. Some places have these attributes; others do not. As a result, Florida says, the 1990s experienced a wholesale resource of people between cities and regions across the country, the regions are polarizing between those who are predominantly creative and economically successful, and those who are primarily made up of people of the class worker or service. Those regions that are shunned by the creative class face bleak prospects. g, the infrastructure of roads, airports, water lines and electrical networks. To stimulate innovation and entrepreneurial activity, Florida argues, a region must assemble the innovation infrastructure, including Venture Capital Facilities and most importantly the types of services, from bike trails to a lively music scene, that attract creative people. , is becoming popular by telling the world things about itself that are fundamentally true, Florida acts as if there is a difference between the human theory of city growth capital and the "creative capital" theory of city growth, We argue that human capital predicts urban success because "highly skilled people in highly skilled industries may have more new ideas" (Glaeser, 2003), and indeed the first regressions I ran showing a skill growth connection were testing the importance of the generation of ideas in cities (Glaeser, 1994). Lifestyles really make a difference between occupations, and changing workplace patterns matter to change lifestyle preferences. This idea is correct, and I think Florida really deserves credit for emphasizing it in the popular domain. We are also correct in arguing that if cities want to be successful, they should think about providing lifestyle or consumer benefits to their residents. Florida highlights the rise of Bohemianism and social freedom. David Brooks' classic Boobies in Paradise remains the great popular discussion of the rise of bohemian values within the United States, there is long and distinguished sociology. Florida does the reasonable thing that as cities depend on creative people, and these need to attract creative people, where they define the creative class as they can occupy that include "science and engineering, architecture and design, education, arts, music and entertainment, whose economic function is to create new ideas, new technologies and / or new creative content. In addition to this super creative core, it has creative professionals in business and finance, law, health care and related fields. Bohemian types who like socially free areas with cold zones and high density Florida argues that Creative Class brings a new set of values to their careers and personal lives Contrary to dotcom's hype about bonuses and stock options, creative workers are less fascinated by tales of benefits that he wants a creative worker for jobs that offer personal challenges and growth, says Florida, is "exercising your creativity in building something, experiencing the whole cycle of having ideas, putting them into action, and seeing the rewards." (Creative Class, p. 103) In a related trend, the massive corporate restructuring and downsizing of the 1980s destroyed the corporation-employee compact, members of the creative class frequently changing jobs. As hyper mobility spreads throughout the economy, creative workers act as free agents, moving laterally from company to company, seeking more rewarding challenges and taking more control over their careers, given this is the rise of new ideas for production and the growth rate of city-specific productivity levels. Rather than losing importance in the New Economy, Florida maintains that geography is becoming more important. Under the rules of the creative economy, large metropolitan areas enjoy a great advantage. People choose a region not to take a single job but to pursue a career. They hope to change jobs frequently, so look for job markets that lead to a horizontal career in their field. In other words, Florida says, people are looking for a "thick" job market, lifestyle can trump job markets, as evidenced by the high rankings of several smaller cities, creative people are looking for communities that offer a experience compatible with your priorities and values. Creative minded people also want to live in communities that are tolerant, culturally diverse, and open to newcomers. They long for excitement, energy, and the exchange of ideas and perspectives.

They enjoy meeting people different from themselves to exchange points of view and discuss problems.

They savor the fine architecture and beautiful natural views. In particular, I would add to Florida that creative people appreciate the availability of good by designing public places, from parks to plazas, that

Universidad Internacional SEK – 2020-3

facilitate interaction and chance encounters. Some places have these attributes; others do not. As a result, Florida says, the 1990s experienced a wholesale resource of people between cities and regions across the country, the regions are polarizing between those who are predominantly creative and economically successful, and those who are primarily made up of people of the class worker or service.

Those regions that are shunned by the creative class face bleak prospects.

CONCLUSION In accordance with the aforementioned and the results presented, it seeks to indicate how the creative class generates more economy generated by the way they think for the city in which they are based, they also change the environment that adopts them The bottom line, Florida concludes, is that economic developers should pay more attention to people's climate than to business climate. "Instead of subsidizing businesses, stadiums, and retail centers, communities should be open to diversity and invest in the kinds of lifestyle choices and amenities that people really want." You must invest in universities, which are magnets for people's creativity. Build recreational services, create cultural districts, maintain public spaces where people can interact. Develop pedestrian friendly urban centers filled with a mix of diverse coffee shops, design artist studios and renovated office lofts. Finally, don't recruit companies: recruit artists and other culturally creative people.

REFERENCES Improving it rise of creative class (revised ed., Vol. 1). (2012). [Libro electrónico]. Basic book´s The Rise of the Creative Class, p. 216

Universidad Internacional SEK – 2020-3