The internationalisation of Spain’s cultural and creative industries

Abstract

The effects of the economic crisis are devastating our productive fabric, including that of the cultural and creative industry, which has been one of the most thriving and dynamic sectors of our economy in the years prior to the crisis, with an average annual growth of 4% over the past decade. The report highlights fundamental aspects to boost the insertion of our cultural industry in a global market, and offers a series of recommendations, both in the field of public investment and support and in the area of the necessary strategic transformations of the sector. One of the mainstays of the Spanish economy has to do with its export capacity and the role it plays in international trade. The Spanish cultural and creative industries generally have high rates of return on investment, high levels of competitiveness and more qualified human capital, but we still have an outdated regulatory system that responds to a reality based on analogue exchanges. Both rules and policies need to radically change their approach. The challenge posed by the digital environment is particularly highlighted, as it represents a favourable space for the internationalisation of the sector. Rethinking business models, adapting and integrating new technologies and especially the Internet, is an imperative need, not only because of the global context in which companies compete, but also and fundamentally because of the changes that users are undergoing when it comes to consuming culture. A better response to what they expect results in greater consumption of legal and quality offerings on the Internet. Furthermore, the new digital scenarios allow for greater exploitation of economies of scale, as they present lower barriers to entry and lower costs linked to production and distribution. Collaboration between these large and small agents and the cultural industries is a way to generate opportunities and benefits for all. To bring about this change requires the involvement and commitment of everyone: the cultural industry, consumers and also public authorities. The report was presented by one of the authors, Javier Celaya, by Nicolás Sartorius, Executive Vice-President of the Alternativas Foundation, and by Fernando Rueda, coordinator of the document and Director of the Observatory of Culture and Communication.

Report Data de publicació 2013 City Madrid Institution Observatorio de Cultura y Comunicación de la Fundación Alternativas