Pandemic makes technology professionals increase and media decrease
The number of professionals working in the creative industry sector in Brazil grew by 11.7% from 2017 to 2020, with an uneven distribution between areas. While in consumption the number of employment contracts rose 20% and in technology it increased 12.8%, in culture there was a drop of 7.2% and in media it decreased by 10.7%.
This information is part of the seventh edition of the Mapping of the Creative Industry, released last Tuesday (5/7) by the Federation of Industries of the State of Rio de Janeiro (Firjan). The survey shows that the country currently has 935,000 creative professionals with formal jobs, 47% of them in the consumer area, 37.5% in technology, 9.1% in media and 6.4% in culture.
Firjan divides the creative industry into culture - which includes cultural expressions, performing arts, music, heritage and the arts; technology, with information and communication technology (ICT), biotechnology and research and development, the consumer area - which encompasses advertising and marketing, design, architecture and fashion; and media, which refers to the editorial and audiovisual segments.
The first edition of the survey dates back to 2008 and was biannual, but the entity decided to delay the survey by one year to include 2020, gathering information on how the covid-19 pandemic affected the sector. The source of the study is the Ministry of Labor and Social Security.
According to Firjan, the share of the creative industry in the Gross Domestic Product (GDP) increased from 2.61% in 2017 to 2.91% in 2020, with a total of R$ 217.4 billion, a record percentage in the historical series, which began in 2004. The value is comparable to the production of civil construction and exceeds mineral extraction.
Pandemic
The vice president of Firjan, Leonardo Edde, highlights that the changes reflect the new business models and consumption habits, with the expansion of technology in the pandemic and the consequent need for the digital transformation of companies in all segments, as well as the restructuring of the media sector, which changed the forms of production, dissemination and consumption of contente.
The research highlights that the scenario at the end of the first year of the pandemic was 14.8 million unemployed in the country, which corresponded to 14.7% of the economically active population, including 31% of young people.
According to the study, the average remuneration of professionals in the creative sector, of R$6,926.00 in 2020, was 2.37 times higher than the average remuneration of Brazilian workers, which was R$2,924.00. In 2017, this difference was 2.45 times.
The manager of innovation environments at Firjan, Julia Zardo, highlights that the paradigm shifts experienced during the pandemic were incorporated and coexist with the old ones.
Julia highlights the increase in online sales, which rose 785% in revenue in the first five months of 2022, compared to the pre-pandemic period. São Paulo alone registered 924,000 e-commerce orders from January to May, followed by Rio de Janeiro, with 331,000, and Santa Catarina, with 279,000.
Thematic analysis
This edition of the mapping brought four thematic analyses. Edde explains that in Soft Power and development based on the culture and identity of the territories”, the survey indicates the potential that Brazil has to use its image and influence in order to stimulate business and generate development.
“We are working to bring back the positive potential of Brazilian Soft Power. It is a country that, in international studies, presents positive indices related to a party country, a friendly, receptive people. Brazil is very familiar in the world”.
He points out, however, that there is also a negative international image of Brazil, which needs to be reversed.
“These references, such as the Brazilian way, the carioca trickery, contribute to this reverse Soft Power, which brings a negative image to the business community, which is an image of corruption, trickery, way in business and services and so on. Of course, there is the reality of what happens, as it exists anywhere in the world, but we need to understand and work with our Soft Power in a positive way.”
The other special analyzes are Definitions and Frontiers of the Creative Economy, which proposes a discussion on what is Creative Economy - Challenges to the valuation of intangibles in Creative Industries, to address the central role that intangible assets have been gaining in an increasingly digital economy. ; and Aspects of Intellectual Property Protection”, which discusses the sale of copies and the licensing of copyright
The complete study is available at https://www.firjan.com.br/EconomiaCriativa
