1. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Creative industry/Arts and culture Statistics Presentation to Portfolio committee of Art & Culture Pali Lehohla Statistician General

2. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Outline Definition of culture UNESCO Framework for cultural statistics Measuring the economic dimension Measuring cultural employment Measuring the social dimension Conclusion and way forward

3. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Definition of culture UNESCO defines culture as the set of distinctive; Spiritual, material, intellectual and emotional features of society or a social group, that encompasses, not only art and literature, but lifestyles, ways of living together, value systems, traditions and beliefs (UNESCO, 2001). It is not always possible to measure such beliefs and values directly. However, it is possible to measure associated behaviours and practices

4. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND UNESCO Framework for Cultural Statistics The Framework for Cultural Statistics defines culture through the identification and measurement of the behaviours and practices resulting from the beliefs and values of a society or a social group

5. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND UNESCO Framework for Cultural Statistics (FCS)-2009 The Cultural Domains defined in FCS represent a common set of Economic (such as the production of goods and services) Social (such as participation in culture activities) activities that traditionally have been regarded as being “cultural”. In addition, Related Domains consist of other economic and social activities that may be considered “partially cultural” or that are more often regarded as being “recreational or leisure” rather than “purely cultural”.

6. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Defining culture for statistical purposes In order for the FCS to arrive at a definition of culture for statistical purposes, two main aspects were considered Concept of the “Cultural Domain This may begin with a number of industries (commonly termed collectively as cultural industries) Secondly a domain can also include all cultural activity under the appropriate heading, including informal and social activities For example, cinema statistics can include attendance at commercial cinemas and commercial film production, but they can also include home movie production and viewing

7. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND FCS Cultural domains A) Cultural and Natural Heritage; B) Performance and Celebration; C) Visual Arts and Crafts; D) Books and Press; E) Audio-visual and Interactive Media; and F) Design and Creative Services Intangible Cultural Heritage (transversal domain)

8. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Defining culture for statistical purposes Creative-Cultural debate: The definition and measurement of creativity is in itself subject to much debate. Creative industries usually cover a broader scope than traditional artistic domains with the inclusion, for example, of all ICT industries or research and development. The framework addresses this issue by allowing the inclusion of some specific creative industries (design and advertising) as a separate domain.

9. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Defining culture for statistical purposes The challenge for a robust and sustainable cultural statistical framework is to cover the contributory processes that enable culture to be created, distributed, received, used, critiqued, understood and preserved. Activities in the entire culture cycle should be measured

10. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Culture cycle

11. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Culture statistics: Measuring the economic dimension Administrative data and sample surveys (can be used to produce cultural data that can help to measure the contribution of culture to the national economy in terms of; GDP Trends in both cultural employment and cultural consumption However, this has not been done yet in Stats SA but consultations started last year (NSSD, DTI, and Arts and Culture)

12. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Culture statistics: Measuring the economic dimension Data are typically collected from business and enterprise surveys, household expenditure surveys, business registers, earnings surveys, labour force surveys; and censuses. While these data collection instruments may not have been designed specifically for the collection of cultural information, they nonetheless can allow for an analysis of selected cultural and related activities.

13. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Culture statistics: Measuring the economic dimension The following international classifications can be used to measure different aspects of culture i) International Standard Industrial Classification (ISIC 4) – for the identification of cultural productive activities or industries ii) Central Product Classification (CPC 2) – for the identification of cultural goods and services iii) Harmonised Commodity Description and Coding System 2007 (HS 2007) and the Extended Balance of Payments (EBOPS) – for the identification of international trade of cultural goods and services; iv) International Standard Classification of Occupations (ISCO 08) – for the identification of cultural occupations

14. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Culture statistics: Measuring the economic dimension Another widely used economic model is the System of National Accounts (SNA). SNA is compatible with ISIC and CPC and in addition, it uses the following classifications Classifications of Expenditure According to Purpose Classifications of the Functions of the Government (COFOG) Classification of Individual Consumption by Purpose (COICOP) the Classification of the Purposes of Non-profit Institutions Serving Households (COPNI). However, it should be noted that evaluating culture only with the codes or SNA data would result in an underestimation of the contribution of culture in the economy. This is one of the reasons why several countries such as Chile and Colombia, have started to develop Cultural Satellite Accounts.

15. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Measuring cultural employment using SIC and SASCO In order to define cultural employment, it is necessary to include both the occupations in cultural industries and the cultural occupations in non-cultural industries, such as design activities

16. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Cultural employment The green cells constitutes the cultural employment which is 731 000 Type of occupation Type of activity (industry) CulturalNon-culturalTotal Cultural44490534 Non-cultural19714 29514 492 Total24214 78515 027 It should be noted that StatsSA has not implemented ISIC rev4 so these figures do not include some activities which cannot be isolated from the current coding classification

17. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Culture statistics: Measuring the Social dimension The social aspect of culture cannot always be measured very easily. Cultural participation However, a few commonly accepted statistical standards do exist that can be used to measure the social dimension of culture Household and time use surveys are a main source of data on cultural participation Cultural participation includes cultural practices that may involve consumption as well as activities that are undertaken within the community, reflecting quality of life, traditions and beliefs.

18. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Culture statistics: Measuring the Social dimension a time use perspective Number of respondents who engaged in cultural activity and mean minutes per day spent on that activity by sex (10 years and above) DomainCodeDescription ThousandMinutes A. Cultural and Natural Heritage870 Spectator to sports, exhibitions/museums, cinema/theatre/concerts and other performances and events399126 B. Performance and celebration 810 Participating in cultural activities, weddings, funerals, births, and other celebrations1 174128 840 Arts, making music, hobbies and related courses32986 C. Visual arts and craft330 Making and selling textile, leather and related craft: weaving, knitting, sewing, shoemaking, tanning, products of wood403121 D. Books and press 910Reading299469 950Visiting library17137

19. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Culture statistics: Measuring the Social dimension Number of respondents who engaged in cultural activity and mean minutes per day spent on that activity by sex (10 years and above) DomainCodeDescription ThousandMinutes 880 Travel related to social, cultural and recreational activities11 25368 680 Travel related to community services 45358 980 Travel related to mass media use and entertainment24139 H. Sports and Recreation 840Arts, making music, hobbies and related courses32986 850 Indoor and outdoor sports participation and related courses2 481109 860Games & other pastimes5 156147 870 Spectator to sports, exhibitions/museums, cinema/theatre/concerts and other performances and events399126 890 Social, cultural and recreational activities not elsewhere classified23197

20. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Culture statistics: Measuring the Social dimension DomainCodeDescription ThousandMinutes 620 Community organised work: cooking for collective celebrations, etc157108 060 Individual religious practices and meditation213734 650 Participation in meetings of local and informal groups/caste, tribes, professional associations, union, political and similar organisations391121 674 Other informal help to other households198165 820Participating in religious activities: religious services, practices, rehearsals, etc5533106 831Socialising with family15 150105 832Socialising with non-family13 247110 833 Socialising with both family & non-family1 03890 Education730Additional study, non-formal education and courses during free time60392

21. The South Africa I know, the home I understand Impact of creative industries/arts and culture in economic growth and job creation

22. Economic data

23. Contribution of industries to South Africa’s economy Based on Standard Industrial Classification 1 Agriculture 3% 4 Electricity 4% 5 Construction 4% 9 Personal 6% 2 Mining 8% 7 Transport 10% 6 Trade 15% 8 Finance 21% 9 Government 17% 3 Manufacturing 13%

24. 9 Personal 6% Breakdown of personal services industry Based on Standard Industrial Classification R8,0 billion 0,25% contribution to the economy (2013) 92 Education 93 Health & social work 94 Other personal services 95 Activities of membership organisations 96 Recreational; cultural and sporting activities

25. Contribution of recreational; cultural and sporting activities over time

26. Employment data

27. The QLFS is the principal vehicle for collecting current labour market information

28. It also measures related aspects of the labour market Industry Occupation Sector Hours of work Discouraged work-seekers and reasons for such etc Quarterly Labour Force Survey is a quarterly continuous household survey Employed Unemployed Not economically active It measures the three components of the labour market

29. Detailed information collected from over 60 000 adults of working age (15–64 years) Face-to-face interviews conducted for each household visited Quarterly Labour Force Survey Data collection Representative sample of 32 000 dwelling units across the country was visited

30. Community,social and personal services industry (Services) Breakdown of Community, social and personal services industry Based on Standard Industrial Classification 158 000 employed (2014) 4,3% contribution to the services employment 1,0% contribution to total employment 91 Public administration 92 Education 93 Health & social work 94 Other personal services 95 Activities of membership organisations 96 Recreational; cultural and sporting activities

31. The South Africa I know, the home I understand Recreational, cultural and sporting activities Contribution of recreational, cultural and sporting activities to employment Contribution to total employment decreased from 1,1% in 2008 to 1,0% in 2009 and has remained constant at this level. Contribution to services was at 5,7% during 2008 and has remained virtually unchanged at around 4,3% since 2009.

32. Employed in the recreational, cultural and sporting activities Changes in employment in recreational, cultural and sporting activities 200920102011201220132014 Total -33 0002 0003 00012 0005 0002 000 Radio/TV -4 00012 0006 000-8 0006 0003 000 News agency -4 0000-1 0004 00007 000 Library/archives -2 0002 000-4 0003 0005 000-7 000 Sports -23 000-11 0003 00014 000-6 000-1 000 Breakdown of services by sub- industries

33. Employed in the recreational, cultural and sporting activities More people were employed in sport and other recreational activities over the period 2008-2014, although this decreased from 54,7% in 2008 to 41,5% in 2014.

34. Employed in the recreational, cultural and sporting activities by sex, Q2:2015 A larger proportion of men than women were employed in radio/TV. Most women were employed in sports and other recreational activities

35. Employed in the recreational, cultural and sporting activities by age, Q2:2015 A larger proportion of adults compared to youth were employed in news agencies. A larger proportion of youth were employed in sports activities

36. Employed in the recreational, cultural and sporting activities by population group, Q2:2015 Blacks Africans, coloured and whites are mostly employed in sports activities while Indians are mostly employed in radio/TV. A greater proportion of whites employed in news agencies than any other population group

37. Employed in the recreational, cultural and sporting activities by education level, Q2:2015 A greater proportion (61,4%) of persons with education level below matric were employed in sports activities. More than half of those with tertiary education were employed in radio/TV.

38. Employed in the recreational, cultural and sporting activities by province, Q2:2015 A larger proportion of employment in most provinces was in sport activities, while the lowest was in news agencies. Employment in library/archives was prominent in most provinces.

39. Percentage of the employed in the recreational, cultural and sporting activities by skill level, Q2:2015 Skilled people are mostly employed in radio/TV and news agencies. While semi- skilled and low skilled are mostly employed in sport activities. People employed in news agencies are mostly skilled.

40. The South Africa I know, the home I understand Highlights 0,25% 1,0% 4,3% Contribution to GDP Contribution to GDP was 0,25% to the economy (i.e. R8 billion in 2013) Contribution to employment Contribution to total employment decreased from 1,1% in 2008 to 1,0% in 2009 and has remained constant at this level. Contribution to services was at 5,7% during 2008 and has remained virtually unchanged at around 4,3% since 2009. Who is more likely to be employed: Men are more likely to be employed in radio/TV, while women are more likely to be employed in sports and other recreational activities. Adults (35-64 yrs) are more likely to be employed in library/archives and news agencies.

41. The South Africa I know, the home I understand Highlights Who is more likely to be employed: Blacks Africans, coloured and whites are mostly employed in sporting activities while Indians are mostly employed radio/TV. Whites are more likely to be employed in news agencies than any other population group. A greater proportion (61,4%) of persons with education level below matric were employed in sports activities. More than half of those with tertiary education were employed in radio/TV. Large proportions of persons employed in sport activities in most provinces. GP (41,0%) employs more people in radio/TV than any other province.

42. THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND Conclusion and way forward Statistics South Africa has not yet developed an integrated framework for cultural statistics production Statistics South Africa should domesticate the UNESCO framework for cultural statistics in consultations with relevant stakeholders Consultations had started with DTI and Arts and culture

43. Thank You THE SOUTH AFRICA I KNOW, THE HOME I UNDERSTAND