Faculty
Ana Alacovska, Brian Moeran

Course Coordinator
Ana Alacovska, Brian Moeran

No special requirements.

On the basis of the concepts of “creative industries” and the “experience economy” the course presents an introductory overview of theories about creative work and the socio-economic organization of creative industries. Special attention will be paid to local/regional variations in how different creative industries function vis-à-vis business and cultural policies, globalization, and the strategic role of creativity in future competitiveness.

Creative industries refer to a group of industries with a high level of artistic input, including cinema, television, music, design, fashion, dance, theatre and art. In terms of management, they present a special challenge in coordinating the efforts of creative people, such as artists and designers, who are famous for being individualistic and devoted to their creative work, with the practical running of a project which may involve hundreds of people.

The term “experience economy” was first used by Pine and Gilmore (1999) in their identification of a new level of marketing that goes beyond service and product image to present a sustained enjoyment of consumption. The term has been taken up, in particular, by providers of total experiences such as theme parks and museums.

This course gives an introduction to a growing body of knowledge about creative industries and the experience economy. Students will be taken through central readings and key concepts which will place them on firm scientific ground in their empirical analyses.

In addition to standard readings on creative processes in Europe and the United States, special attention will also be paid to creative industries in such countries as China, Hong Kong and Japan.

The course is intended as a platform for students who wish to write a bachelor project or thesis, or otherwise specialise in a creative field. In the long-term, the course will serve as a foundation for students who wish to pursue a career in this area by familiarising them with the special dynamics of these sectors, especially alerting them to the challenges of managing creative people and creative work.

At the end of the course students should be able to

Objectives:

• Describe and compare relevant sociological and socio-economic theories of creative industries and the experience economy;

• Apply these theories to empirical examples (case studies);

• Account for the organizational structure of selected creative industries;

Draw out and critically discuss relevant strategic and policy implications.

The course concludes with an essay written on an individual basis. The essay is based on questions that relate to the course literature and must be submitted at the end of a 48-hour intensive work period

Teaching methods: Class lectures and discussions will be related to a compendium of readings. The latter will consist of theoretical articles and case studies illustrating the different practices of creative industries in different parts of the world.

Howard Becker 1982 Art Worlds. Berkeley & Los Angeles: University of California Press (Excerpts)

Pierre Bourdieu 1986 “The production of belief: contribution to an economy of symbolic goods.” In R. Collins et al. (eds.) Media, Culture & Society: A Critical Reader.

Richard Caves 2000 Creative Industries. Cambridge, MA.: Harvard University Press. (Excerpts)

Richard Florida 2002 The Rise of the Creative Class. New York: Basic Books. (Excerpts)

Keith Negus and Michael Pickering 2004 Creativity, Communication and Cultural Value. London: Sage. (Excerpts)

Joseph Pine and James H. Gilmore 1999 The Experience Economy. Boston: Harvard Business School. (Excerpts)