Professor of Economy of Culture at the International University of Languages and Media in Milan, visiting Professor in Applied Humanities at Harvard University and special advisor of the European Commissioner for Education and Culture, Pierluigi Sacco is a pioneer in topics such as culture-based development, cultural policies and cultural and creative industries economics. For Heidi.News, he explained his views about the cultural transformation of the digital age.
How do new technologies influence culture?
There is a natural tendency to think technological innovation happens first to influence cultural production and consumption. That is wrong. Social innovation come first. For example, the transition of what I call Culture 1.0 to Culture 2.0, the patronage era toward the entertainment era, started with the industrial revolution. It drove urbanization and then a demand for mass access to culture which gave birth to the entertainment industry. Entertainment needed new technologies to deliver reproducible content. This is what drove innovation such as photography, movies, radio, recorded music and the likes.