A New Modernity?: The Arrival of Creative Industries' in China
A New Modernity?: The Arrival of Creative Industries' in China
A New Modernity?: The Arrival of Creative Industries' in China
ARTICLE
INTERNATIONAL
journal of
CULTURAL studies
A new modernity?
The arrival of ‘creative industries’ in China
● Justin O’Connor
University of Leeds, England
● Gu Xin
Manchester Metropolitan University, England
The emergence of China in the last five years as a major global player has
given rise to any number of scenarios regarding its geopolitical trajectory
and its threat to ‘the West’. In the UK, as elsewhere, the dangers and oppor-
tunities of this new Chinese presence flit across the media imaginary in close
succession; no less so in the field of the cultural and creative industries. On
the one hand, China’s growing prosperity is seen to hold out opportunities
for us to do what we do best – selling high-end creative content and services.
Recent talk of Britain becoming the ‘creative workshop of the world’
invokes the country’s tradition of openness to global trade and its multi-
cultural toleration and hybridization, both of which seem to stand it in good
stead to take advantage of the new trading opportunities (as opposed to
protectionist France, goes the unspoken pendant).1 On the other hand,
disturbing stories of a growing computing and creative literacy in China
(and India), the outsourcing of animation and other creative services to a
cheaper (more efficient, not being hung up on associated artistic bohemian
values) workforce, the rapid replacement of foreign firms in advertising and
design by fast-learning locals, the growing profile of Korean and now
Chinese game companies, the powerful platform of an East Asian mega-
audience for TV and film impervious to any foreign imports but those of
Hollywood – all these have drawn more sobering conclusions. Even our
much-vaunted creative assets are time limited, unless either our creatives
and/or our government pull their collective socks up – and maybe not even
then!
In China itself there is a rapidly growing interest in, and facility with, the
discourses around cultural and creative industries, and the policy issues to
which these give rise. The Chinese government (along with the other Asian
Tigers) sees the cultural and creative industries as part of a long-term
economic vision. The eastern cities (Shanghai, Guangzhou, Beijing) especi-
ally have become interested, looking beyond their role as centres of cheap
manufacture towards higher-value services and the ‘knowledge economy’.
Other large cities are already following this interest. Not only does the
Chinese government see its huge internal market as a potential platform for
indigenous cultural and creative industries, the sector will also play a pivotal
role in the shift towards innovation, high-value services and a ‘creativity’
that looks set to become a key human resource issue – indeed a central
organising value – in the next phase of economic growth. As the Beijing
conference had it: ‘from made in China to created in China’.
At this event (and similar ones across East Asia) the word ‘creativity’
along with ‘creative industries’ was frequently used in the original English.
This is usually indicative of an uncertain linguistic import – in this case, as
Desmond Hui (this issue) notes, moving the discourse around ‘innovation’
from the more technological towards the ‘artistic and imaginative’. But the
directional flow of such neologisms underlines the fact that for two
centuries ‘modernization’ has always involved some relationship to ‘the
West’. It has been a relationship fraught with hard choices stemming from
how the ‘them’ and the ‘us’ were framed. Against a background of
constraint and necessity, questions as to what can be mobilized from one’s
own traditions, what and how much to borrow, and what social, cultural
and political changes might follow in their wake – all have been central to
and money – this was a cutting-edge sector to which the others could look
as a model (Lash and Urry, 1994; O’Connor and Wynne, 1996).
The specific structural dynamics of the cultural industries sector also
chimed with wider discourses of economic innovation and competitiveness.
Although the sector is dominated by some of the largest global conglomer-
ates, it is also characterized by clusters of small, dynamic, highly innovative
companies organised in dense networks with a high premium on human
input (Scott, 2001). Much work has been done in economic geography in
trying to understand how these networks operate and how they relate to
the hard and the soft infrastructure of place – ‘creative cities’ (Landry,
2000). Others have looked at new forms of work and inter-firm collabor-
ation which rely on a ‘new network sociality’, a relaxation of strong social
ties in favour of more fluid, open networks of informational ‘catch-up’
(Wittel, 2001). Florida’s call to promote the tolerance and diversity of the
urban downtown is predicated on loose social ties and the valuation of indi-
vidual expression above collective responsibility (Florida, 2002). If this
has posed some heart-searching questions about social ethics for Florida
(Florida, 2005) this is more so in East Asia where intelligent attempts to
develop a creative class agenda have run into this problem straight away
(Hong Kong SAR, 2005). Confucian hierarchical values do not sit well with
Bohos and BoBos (Brooks, 2000).
This latest wave of modernization thus again poses problems; no longer
a question of how to manage the rapid industrialization of a peasant society,
it is now about promoting human creativity. In particular, it involves
promoting a new economic sector that more than any other draws precisely
on the discourse of cultural modernization itself and demands a whole series
of economic, legal and social-urbanistic structures within which it can
thrive. It is this that makes the cultural industries a crucial case; and if it
presents problems in East Asia generally, it poses specific questions in
China.
We have suggested that the debates around the cultural and creative indus-
tries are linked with those around the wider modernization process associ-
ated with creativity, innovation, high-value services and the knowledge
economy. It is a ‘cutting edge’ sector that can act as exemplar, as catalyst
for this wider agenda – as well as being a growth sector in its own right.
As might be seen from our use of both ‘cultural’ and ‘creative industries’,
however, the terminology in these discourses is not technically neutral.
What has always been put into play here is the status of ‘culture’ – whether
it be Adorno’s cultural pessimism (Adorno, 1991), the social democratic
defence of an open media ‘public sphere’ (Garnham, 1990) or the jaunty
Writing in 2003 Jing Wang (Wang, 2004) doubted that ‘creative indus-
tries’ (chuangyi gongye) as a term would have much practical application.
On the one hand, its emphasis on creative SMEs was not applicable to the
current wave of big cultural company stock market flotations; and on the
other, the term failed to pick up on the three subtexts at play in the term
‘cultural industries’ (wenhua chanye) which were:
a state-owned sector undergoing the rugged process of partial commericali-
sation; the tenacious hold of state monopoly even while it is pushing the
agenda of commodifying public goods; and the thorny issue of mixed owner-
ship and the debate over the hidden process of privatisation. (Wang, 2004:
16)
How does the Chinese state deal with these difficult issues at the level of
policy discourse? While it might have seemed that the emphasis placed by
the ‘creative industries’ on the SME sector missed the pressure for large-
scale stock market flotation and the partial commodification of cultural
goods by the state, in retrospect it can be seen that in fact the term ‘creative’
allows precisely the right shift in the range of connotations available for the
production of cultural commodities. It allows a renegotiation of the
divisions of responsibility from a public sector dominated, ideologically and
politically charged ‘culture’ to a more private sector, market-led field of
leisure and entertainment consumption.
Culture in China had traditionally been under the strict purview of
imperial control. ‘Modernity’ as an autonomous cultural sphere could be
seen to have emerged in the post-imperial interwar years in the large cities
– especially Shanghai – but it was soon squeezed by both nationalists and
communists (Mitter, 2004; Spence, 1999). During the Deng era there was
a gradual but by no means straightforward separating out of entertainment
and leisure from culture – a complex process involving debates around
‘spiritual pollution’, Chinese post-modernism and post-Tiananmen
consumer culture (Wang, 1996; Wang, 2003). This separation was inscribed
within the cultural industries in terms of what ought to be state-owned and
what could involve the private sector, and thus what sorts of content were
‘safe’ and what ‘political’. This situation of content control, state- and self-
censorship is well known, and is discussed elsewhere in this issue. But to a
large extent this is ideological control without a positive ideology – the
exclusions from Google do not reflect in silhouette an overarching legiti-
mating system. Economic success fuels a rampant consumer culture which
in turn acts as key legitimating ideology. In consequence, the demands of
growth, innovation and ‘cultural’ consumerism constantly cut across those
of other political-ideological imperatives.
The recent hesitations around the official endorsement of the ‘creative
industries’ could be seen as a rearguard action around a more conservative
cultural policy: ‘It would appear from now on that the segregation of
have to mean culturally conformist! For in the context of the direct control
of content and the resistance to any notion of an autonomous cultural
sphere, the separating out of entertainment and leisure from the ‘cultural’
may well undermine real creative innovation.
In discourses around cultural industries this function of radical innova-
tion has always been associated with ‘the artist’. The ‘arts’ as such have
usually been counted within the overall employment statistics for the
cultural and creative industries. How they fit within the conceptual model-
ling of the sector is more complex. Throsby (2001), for example, places ‘the
arts’ at the core of the cultural industries sector; policy documents in the
UK frequently separate out a ‘cultural sector’ distinct from the more
commercially and digitally oriented ‘creative industries’. Others – building
on Becker’s notion of the ‘art world’ where the artists depend on wider
infrastructure of entrepreneurial, technical and social support structures
(Becker, 1982) – have stressed the creative role of intermediaries, impresar-
ios and managers in the vibrancy of a cultural cluster. And, of course, the
notion of the cultural industrial sector has always involved a complex value
chain within which ‘artists’ are a tiny minority in terms of employment.
Nevertheless, up until now, ‘artists’ have always been seen as a crucial part
of the ecosystem of the cultural and creative sectors – as the radical inno-
vators, the cutting edge of cultural ‘R&D’, a source of key creative skills
and keepers of that cultural imperative to challenge the existing order which
somehow seems to animate the sector as a whole. Certainly cultural
industry clusters exist outside of ‘artistic’ milieux; but even in Hollywood,
or the more dispersed world of the music industry, the input of ‘creatives’
is constantly linked to the sense of the avant-garde, the radical thinking, the
breaking of rules which the banality of entertainment (Adorno’s ‘Culture
Industry’) seems to outlaw. It needs that input. Can China develop an inno-
vative entertainment and leisure sector without the artistic milieu, without
that active modernist cultural sensibility?
This is not to say that ‘contemporary art’ has somehow been banished
from China – on the contrary it is one of its fastest-growing cultural exports
(UNESCO, 2005). The rush of the large cities to promote themselves as
modern and cosmopolitan is now inextricably linked to their ability to
present contemporary art – without a biennial you’re nothing! But some
real questions have to be asked about how this contemporary art is
mobilised as ‘radical’ but at the same time quarantined precisely as ‘inter-
national contemporary art’. This is beyond the scope of this article but we
need to look at ‘art scenes’ and how they position themselves between the
desires of an international art market and those of the national or city
governments courting it. The international art scene is about money and
career as well as radicalism (Smith, 2005); we would need to know how
this international circuit connects with and transforms local scenes, and
how in fact it links with a very small but growing local audience. There is
authenticity that derive from active and often marginal consumer groups.
While the position of ‘artist’ might not always be available (or differently
available) in this context, the formation of innovative milieux of ‘unpopu-
lar cultures’ (Frith, 1996) has been crucial to the emergence of new objects,
new practices and new lifestyles. Indeed, these sorts of milieux are as
apposite to the cultural/creative industries as artistic milieux, although
much less discussed – it leads then to the wider issue of the urban inno-
vative milieux, spaces of active consumption and production.
What is the urban context for cultural/creative industries in China? The
immediate answer is that we don’t know. We can only offer some observa-
tions here. Jing Wang talks of the creative entrepreneurs having ‘network-
ing capital with the state’ and the first word learned by the business traveller
is guanxi. Given the centrality of networking theory to the urban geogra-
phy of the cultural industries, an analysis of how these networks are config-
ured is crucial to an understanding of the sector in China. Michael Keane
(2004) has pointed to a certain rigidity of networking between large and
small companies and the need to develop intermediaries; this can be set
alongside worries about the tendency to ‘control the big, let go the small’,
which suggests a very different dynamic to that of the Western creative
industries agenda. Experience in the former Soviet Union would suggest that
the relaxation of state control without the requisite strengthening of civil
society may simply redistribute networking capital in equally oligarchic
fashion. The constriction of civil society within Russia has been felt by the
creative industries, compounding their historical distrust of the state, and
has acted to create archipelagos of tightly bound exclusive networks with
highly regulated and restricted access to state-linked networks. Such gate
keeping gets stronger the closer one gets to the dangerous content indus-
tries of media and publishing. Such restricted networking is exacerbated
where the range of regulatory and ‘cultural’ contexts assumed in the West
do not exist – affordable avenues of legal redress, transparent financial and
taxation rules, access to realistic finance, fair rental agreements, regulated
access to state contracts and franchise, and some form of political trans-
parency. The absence of these can result in a reinforcement of divisions
between ‘artist’ and ‘entrepreneur’, and the wider isolation of cultural
dynamism from commercial cultural industries with little interest in real
innovation (O’Connor, 2004, 2005).
China’s ‘transition’ is more orderly and the requisite SME infrastructure
is a government priority. On the other hand, in Russia the weakness of the
state has allowed a level of free cultural association that is absent in China.
Asking the urbanistic questions is also to ask about public space in all its
complexity; where are those marginal public/private spaces where new
cultural ideas, patterns and objects emerge? It is this everyday level of ‘civil
society’ that counts – not international art spaces but record shops,
shopping malls, bookstalls, school clubs, art colleges and, of course, the
Note
1 See the recent review by Sir George Cox on Design in Business: www.hm-
treasury.gov.uk/cox and the DCMS Culture Economy programme website:
www.cep.culture.gov.uk
References