Sobre a cadeia de cconomia criativa no Brasil: potencial e desafios

KON, ANITA

doi:10.1590/0101-31572016v36n01a10

ANITA KON

Professora da Pontifícia Universidade Católica de São Paulo (PUC), São Paulo, SP - Brasil. E-mail: anitakon@pucsp.br.

Figuras (7)
Tabelas (5)

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Figure 1
Distribution of the creative chain GDP in groups of activities, Brazil, 2006

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Figure 2
Annual growth rate of real gross value added of selected Brazilian creative activities. 2008, 2009 and 2010 (%)

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Figure 3
Annual growth rate of total workers in creative activities in Brazil, 2008, 2009 and 2010 (%)

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Figure 4
Number of formal and informal workers in the creative chain Core, Brazil, 2007-2010

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Figure 5
Share of wages in added value of Core activities of creative industries, Brazil, 2007-2010 (%)

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Figure 6
Evolution of the average monthly wage in the creative industries, Brazil, 2007-2010 (in minimum wages)

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Figure 7
Average earnings in the creative Core according to categories, Brazil, 2011

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Chart 1
Classification systems for creative industries in different models

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Chart 2
Categories and selected sectors of the creative chain in Brazil

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Table 1
Distribution of Workers and enterprises in the Core activities of the creative chain in Brazil, 2007, 2009 and 2010

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Table 2
Value of exports and imports of services and creative goods in Brazil. 2003 and 2012

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Table 3
Exports and imports annual average rate growth of creative goods and services, Brazil. 2002-2001 and 2007-2011

(DCMS Model, 1998DCMS (UK Department of Culture, Media and Sport) (1998), Mapping the Creative industries: a toolkit, Creative and Cultural Economy series / 2, London.)	Symbolic Texts Models (UN, 2010UN (2010), Creative Economy Report 2010, UNCTAD, New York.)	Concentric Circles Model (Throsby, 2007Throsby, David (2007), Modelling the Creative / Cultural Industries, Macquarie University, Edinburgh, Scotland.)
Advertising	Core cultural industries	Central creative arts
Architecture	Advertising	Literature
Art market and antiques	Cinema	Music
Handicraft	Internet	Performing Arts
Design	Publication	Visual arts
Fashion	Radio and TV
Film and Video	Video games and computers	Other core cultural industries
Music		Cinema
Performing Arts	Peripheral cultural industries	Museums and libraries
Publication	Creative Arts
Software		Broader cultural industries
Radio and TV	Border cultural industries	Heritage Services
Video games and computers	Consumer electronics	Publication
	Fashion	Sound recording
	Software	Radio and TV
	Sports	Video games and computers

		Related Industries
		Advertising
		Architecture
		Design
		Fashion
Copyright WIPO Model (Greffe, 2006Greffe (2006), Xavier, Managing Creative Enterprises. Creative industries, UN / World Intellectual Property Orbanization (WIPO), Booklet No. 3, Geneva.)	UNESCO Model (UNESCO, 2013UNESCO (2013), United Nations Creative Economy Report 2013, UN, New York.)	American Model for Arts (CEC, 2013CEC (National Creativity Network) (2013), America's Creative Economy, CEC, Oklahoma.)
Core copyright industries	Industries in core cultural domains	Advertising
Advertising	Museums, galleries, libraries	Architecture
Collective management societies	Performing Arts	Services and art schools
Film and video	Festivals	Drawing
Music	Visual arts and other	Movies
Performing Arts	Drawing	Museums and Zoos
Publication	Publication	Music
Software	Radio and Television	Performing Arts
Radio and TV	Film and video	Publication
Graphic arts and design	Photography	Television and radio
	Interactive media	Visual arts
Interdependent copyright industries	Industry in expanded cultural domains	Canadian model (CBC, 2008CBC (2008), Valuing Culture: Measuring and Understanding Canada's Creative Economy, The Conference Board of Canada Report, Ottawa.)
Recording Materials	Musical Instruments	Written media
Consumer electronics	Sound Equipment	Film industry
Musical Instruments	Architecture	Broadcasting
Paper	advertising	Sound Recording
Photocopying and photography	Printing Equipment	Publishers of music
	Software	Performing Arts
Industries of partial copyrights	Audiovisual hardware	Visual arts and other
Achitecture		Architecture
Clothing and footwear		Photography
Graphic design		Graphic design
Fashion		Advertising
Decoration		Museums and art galleries
Toys		Files
		Libraries
		Cultural education

Categories	Sectors - CNAE 2.0
Cultural, recreational and sports activities.	90 - Artistic,creative and spectacles activities
90 - Performing Arts, shows and complementary activities and artistic creation
93 - Sports facilities management and sports activities not otherwise specified
96 - Other cultural and sporting activities
Telecommunications	60 - Radio and television activities
61 - Telecommunications
Information Technology	62 - Activities of services information technology
Audiovisual services	59 - Cinematographic activities, videos and television pro grams production
74.20 Photographic and similar activities 74.20-0
Editing and other integrated to printing	58 Edition and integrated to printing editing
News agencies and other information services	63 - Activities of information services provision
Architecture and Design	71.1 - Architecture or engineering services
74.10 Design and interior decoration
Advertising	73.1 Advertising agencies

Categories	Workers (%)			Enterprises (%)			Workers/Firms
Categories	2007	2009	2010	2007	2009	2010	2007	2009	2010
Cultural, recreational and sport activities	9.8	11.5	11.9	20.1	23.2	23.2	5	5	5
Telecomnunication	13.6	14.9	15.0	3.7	3.4	3.4	37	46	44
Information Technology	39.1	37.6	36.7	52.1	48.7	48.7	8	8	7
Audiovisual ervices	11.4	11.5	11.1	9.7	10.3	10.3	12	12	11
Editing and edit integrated to printing	12.8	12.0	11.7	11.8	11.3	11.3	11	12	10
News agencies and other information services	0.5	0.8	0.9	1.0	1.9	1.9	5	5	5
Architecture and engineering	8.7	10.0	11.0	1.0	0.9	0.9	89	108	116
Advertising	4.1	1.7	1.7	0.7	0.3	0.3	57	56	58
TOTAL	100.0	100.0	100.0	100.0	100.0	100.0	10	10	10
Total Valores Absolutos	887,534	963,033	1,062,153	88,658	94,648	108,187	-	-	-
II/TOP (%)*	1.0	1.6	2.0	-	-	-	-	-	-
CI/FW (%)**	2.9	2.8	3.1	-	-	-	-	-	-

	Exports		Imports
	2003	2012	2003	2012
Creative services	1.719	10.309	1.771	7.725
Advertising, market research, opinion polls	102	701	62	921
Architecture, engineering and other technical services	1.509	8.945	1.036	4.704
Research and development	...	577	...	42
Personal, cultural and recreational services	54	43	337	1.034
Audiovisual and other related	29	13	250	965
Other Personal, cultural and recreational	25	30	86	69
Ceative goods	71	310	244	1851
Toys	18	13	33	411
New media	1	111	5	375
Recorded media	1	94	2	294
Video games	1	0	2	81
Musical Instruments	4	2	14	127
Musical scores	0*	0*	0*	0*
Publications	36	35	179	479
Fine Art	10	55	9	84

	Exports			Imports
	2002/ 2011	2007/2011	2002/2011	2007/2011
Creative services
Computing and IT	27,6	9,1	16,4	14,8
Royalties	25,2	11,3	13,4	8,5
Other business services	20,5	13,3	24,8	24,4
Advertising, market research, opinion polls	22,3	26,7	32,1	42,2
Research and development	...	23,9	...	28,6
Architecture, engineering and other technical	20,3	11,8	20,5	16,5
Personal services, cultural and recreational	5,1	-3,9	18	15,8
Other Personal, cultural and recreational	9,1	-4,3	8,6	-15,8
Information Services	12,1	-0,2	8	9,7
Creative goods
Toys	-4,13	-7	30,43	12,74
New media	85,7	90,2	20,7	15,4
Recorded media	122,5	103,7	22,6	10,38
Video	2,53	-37,6	59,4	60,5
Musical Instruments	-9,34	29,5	-22,4	19,7
Musical scores	24,1	55,9	-3,93	53,9
Publications	-3,5	10,6	-4,7	2,18
Fine Arts	22,3	26,1	20,25	23,4

[TFN1] Source: (UM, 2010UN (2010), Creative Economy Report 2010, UNCTAD, New York., P.7). (UNCTAD, 2010UNCTAD (2010), Creative Economy Report 2010, UN / UNCTAD., p. 22). Author's, elaboration.

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