International Business and Global Values: Risks and Opportunities for Creative Industries in the Next Stage of Development
Russia’s rich culture and history are its competitive advantages in developing the creative industries
Naturally, creative industry is a term with a clear definition of what it is. However, I think the word ‘creative’ is much bigger than that. An industry cannot be competitive unless it is creative. I believe that people residing in this country have a huge competitive advantage. Take cultural code and think some 200 years ago, any more or less cultural person in the world would know Tolstoy, Chekhov, and Dostoyevsky. It is telling that Netflix, being a transnational corporation, contracted Gazprom-Media production for nothing else but Anna Karenina, a world-famous character and tragic love story — Alexander Zharov, Chief Executive Officer, Gazprom-Media Holding.
The pandemic drove many cultural and creative projects to go online, which improved their availability to all Russian citizens
How did we survive the pandemic? At first, it was such a shock for all cultural institutions. After all, they are fairly traditional. Yet, they transitioned in no time. All our theatres and museums came up with multiple creative events. <...> We are talking about libraries that launched various projects and marathons and involved both authors and their audience. We read fairy tales to children from our homes – this was yet another example of a creative approach. We boast a huge number of projects that have gained a great number of views. New systems and new platforms, with Artefact being among them. Artefact incorporated 400 cultural heritage exhibitions from all over the country and gave residents of our country – even those in most remote communities – a chance to connect with these values and valuables, as well as to the cultural heritage of our country — Olga Yarilova, Deputy Minister of Culture of the Russian Federation.
Creative industries keep having a greater impact on people’s lives, with their capitalization showing an outstripping growth even during the pandemic
The UN named 2021 the Year of Creative Economy for Sustainable Development. Since we find ourselves at an economic forum, let me give you some statistics. This segment is rapidly growing. It gains 15% annually, while as of now its total global capitalization exceeds USD 2 trillion. Naturally, creative industries are bigger than just film industry, music, and theatre, as people normally think. They cover all digital formats, such as design, media, advertising, and all social platforms. Actually, COVID had a fairly positive impact on digital solutions. This segment is showing even greater growth rates. However, it is clear that its influence on people’s mindsets, tempers, and behaviours is proportionate to the economic growth — Natalya Popova, First Deputy General Director, Innopraktika.
In certain cases, values can be a source of discord, while self-identity can be based on different sets of values
Today, defining and demonstrating one’s values is a way of self-identifying. People like to highlight the things where they contradict others. Note that there are fundamental discrepancies in the philosophies shared by whole groups of countries. There are countries that conform and agree with each other on everything. They also believe the things they agree on should be made compulsory for everybody. Yet, there are countries that share a different logic. Even if 80% of values are common, they would normally stick out the remaining 20%, which are unique to them — Andrey Fursenko, Aide to the President of the Russian Federation.
Sincerity is the cornerstone of preaching to the young. Tradition and heritage cannot help fake it
We keep looking back trying to find something in the past that would help us go to the future. This is probably the reason why we have a double-headed bird [on the Russian coat of arms, – Ed.]. One head looks into the past, the other looks into the future. One head looks at the West, the other one looks at the East. This is precisely the difficult situation we find ourselves in. We keep talking about tradition, heritage and so on, turning it into a mantra. You cannot play the young – they are smart folk. They are looking for sincerity now. <...> All those rusty things, this mumbo-jumbo, reports and preaching will never work. We need a live dialogue — Semyon Mikhaylovskiy, Rector, Ilya Repin St. Petersburg Academy of Arts.
The government stimulates digitalization in young people’s education and upbringing instead of choosing the path of bans
Last year, at the initiative of our President amendments to the law on education were adopted. They provide for focusing on upbringing at schools. We keep saying that what we really need is the values that bring the good to the world, that teach the young generation to respect the older ones, to respect tradition, and to know the customs and traditions of your hometown or home region and your country. We are reviewing course books, programmes, and teachers’ training. It is important to make it interesting for school children. This is why we are using new technologies, including those created at our Artek centre. As for internet, <...> it has good things and bad things. <...> The so-called ‘clean internet’ is now being created. It has social media, messengers, and all the tools school children now use, but their content is verified. <...> We did not choose the path of bans. We are following the path of digital opportunities that a digital educational environment can give us — Sergey Kravtsov, Minister of Education of the Russian Federation.