Creativity
Creativity is an important dimension for the PIIU Association, due the fact that it is a close concept to that of innovation, and the two concepts are linked in a synergic way. The PIIU Association was created in a technological and scientific context, this means that its working area is technology-based innovation more than creativity dimension. Therefore the creativity role in the invention and innovation process cannot be forgotten, creativity is also the baseline to design and innovate a new process or product, but also in the communication and dissemination of research results. As a matter of fact, creativity possesses a strong social and economic impact: the Italian creativity sector means more than 9% of GDP.
Digital innovation and media convergence deeply impact on Content production, distribution and access. This is another important dimension for the association activity and for media and creativity context. Furthermore, according to new social theories (one reference for all are the studies of Richard Florida) creativity has the capability to attract young talents and professionals. These elements together with innovation and information cause a positive momentum in the social environment for business and citizens. The Association aims to work together and in synergy with the famous creative class mentioned by Richard Florida in his study “The Rise of the Creative Class, Cities and the Creative Class”. In this way, it will be possible to foster the social economic conditions needed for creativity.
Another aspect in the association activity is digital content creation and the relevant IPR issues. Innovation impact on digital content is various and diversified. Content access, distribution and even creation is strongly changed by innovation process and digital convergence. Digital Rights Management, Open Access to cultural and scientific content, and user co-creation are all aspects of these challenges. The creation of a new, open and innovative cultural chain can receive many inputs through technology-based innovation. Cultural Heritage and the cultural memory of citizens can be improved by their preservation. Fruition and access, in physical or virtual forms, can be realised by digital creativity. New technological improvements make possible content interoperability, easy access to data, thus reducing the semantic gap. Good examples of this approach are “Europeana Initiative”, by the European Commission or the “Google book” programme, by Google Corporation.