Perspective

Culture as ‘social software’
Culture is not simply a large and important sector of the economy, it is a ‘social software’ that is badly needed to manage the complexity of contemporary societies and economies in all of its manifold implications
• The total indirect macroeconomic impact of cultural participation is likely to be much bigger than the (already remarkable) direct one;
• Once we become able to measure the indirect effects of culture on the various dimensions (to ‘capitalize’ culture), it will be possible to bring cultural policy at the top ranks of the policy agenda;
• These effects are further strengthened by the growth of the cultural and creative industries, but only insofar as such growth is as inclusive and participative as possible.

Culture as a ‘pre‐innovation’ platform
Active cultural participation stimulates the capability building of people in terms of attitudes toward the unexperienced:
• questioning one’s beliefs and world views;
• getting acquainted with, and assigning value to, cultural diversity;
• learning to appreciate the transformational impact of new ideas;
• building new expressive and conceptual skills…
SO: it has a strong link with innovation systems

Culture 3.0: Communities of practice and open platforms
• Blurred distinction between producers and users of content: cultural access and production of new contents are two phases of the same process;
• Culture can be massively produced and distributed also outside market channels;
• Economic and social value is produced not only through priced content, but also through generic participation;
• Culture becomes increasingly a precondition of all kinds of economic value generation processes (‘culturalization’ of the economy);
• Culture is no longer an aspect of free time use but is entrenched in the fabric of daily life.

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