Abstract
This thesis, titled "A Systems Thinking Approach to the Growth of the Creative Economy in Johannesburg," investigates the application of systems thinking to foster the development of the creative economy in the city. The creative economy has emerged as a significant driver of economic, social, and cultural development worldwide, with relevance in Johannesburg, where it has the potential to play a crucial role in local economic development (LED), job creation, and the achievement of the United Nations' Sustainable Development Goals (SDGs). This research aims to provide a holistic understanding of the creative economy in Johannesburg, identifying key interdependencies among its various components.
Johannesburg, as South Africa's economic hub, is central to shaping the future of the country's cultural and creative industries. However, the city's approach to supporting and developing these industries has been marked by fragmentation and a lack of strategic coordination among key stakeholders, including government bodies, educational institutions, creative capacity organisations, creative hubs, and entrepreneurs. This disjointed approach often overlooks the complexity and interconnectedness inherent in the cultural and creative sectors. By employing a systems thinking perspective, this research seeks to bridge these gaps and provide insights into fostering the growth of Johannesburg's creative economy.
The core research question addressed in this thesis is: Can a systems thinking approach offer insights into the growth of Johannesburg’s creative economy, and if so, how can this approach be applied to create a shared framework for the sector’s development? The primary objective is to explore the potential of systems thinking in promoting the growth of the creative economy, with specific goals that include conducting a comprehensive mapping of organisations that enable cultural and creative practitioners, understanding practitioners' perceptions of the industry, examining case studies of key initiatives, and developing visual frameworks for the sector's growth.
To achieve these objectives, the research adopts a mixed-method approach, integrating both qualitative and quantitative methods. The qualitative component
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includes case studies that examine real-world applications of systems thinking within Johannesburg's creative economy, utilising semi-structured interviews with relevant stakeholders. Two key case studies were conducted: Systems thinking in action: Contra Fair Johannesburg; and Building creative entrepreneurs: the role of art and design tertiary education.
The quantitative aspect of the research involved distributing a survey to creative practitioners across Johannesburg, gathering data on their experiences and perceptions. This survey employed three key metrics: a 20-item systems thinking scale; an eight-factor metric for a successful creative economy; and an entrepreneurial orientation metric. The data collected were analysed using descriptive statistics and factor analysis to identify trends and areas for improvement.
The findings of this research yield critical insights into the state of Johannesburg’s creative economy. A comprehensive mapping exercise identified 179 enabling organisations and institutions supporting cultural and creative enterprises, categorised into various groups, including tertiary institutions, creative hubs, makerspaces, training organisations, annual events, advocacy groups, government bodies, and international creative organisations. This mapping has gained significant visibility, with over 11,000 views since its creation in February 2024.
The case studies further illustrate how systems thinking can enhance collaboration and growth within the creative economy. Contra Fair Johannesburg, an annual event which takes place within the inner city of Johannesburg, demonstrated the potential of creative hubs as catalysts for local economic development. The case study on tertiary art and design departments highlighted the essential role of academic institutions in promoting creative entrepreneurship and equipping students with key business skills. It also emphasised the potential benefits to local creative entrepreneurs through partnerships with capacity-building organisations. Quantitative analysis from the survey revealed that cultural and creative practitioners possess an entrepreneurial orientation and demonstrate systems thinking in their problem-solving approaches. However, a majority perceived Johannesburg as unsuccessful in six of the eight key factors identified for a thriving creative economy, including education, leadership, infrastructure, government policy, technological innovation, and the formation of
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creative clusters and networks. The remaining two factors, diversity and culture, showed a mix of successful and unsuccessful elements.
Based on these findings, several recommendations are proposed for key stakeholders in Johannesburg's creative economy. Local government should prioritise understanding the distributed network of the cultural and creative industries, so as to develop relevant strategies and a comprehensive policy framework that encourages collaboration among key stakeholders. Investment in infrastructure and affordable spaces for creatives, especially in inner-city areas undergoing urban regeneration, is crucial. Educational institutions are encouraged to integrate entrepreneurship training into art and design programmes, better equipping students with the skills needed for success in the creative industries. Collaborations between universities, capacity training organisations, industry, and creative hubs should be fostered to provide practical knowledge, facilities, resources, and networking opportunities for students and external creative entrepreneurs.
Creative hubs and makerspaces are advised to formalise partnerships with the local government to ensure sustainable support and funding. Establishing knowledge-sharing platforms for creative practitioners can facilitate collaboration and resource exchange. Additionally, the private sector and NGOs are encouraged to invest in public art initiatives and events, as well as in cultural tourism, to enhance Johannesburg's reputation as a creative city and attract investment in the creative sector.
Finally, the research emphasises the importance of developing a systems thinking strategy that considers all stakeholders impacted by the cultural and creative industries, facilitating a shared vision for Johannesburg as a creative city with implementable short-, medium-, and long-term goals.
This thesis contributes significantly to the field of creative economy research, offering practical and academic insights. The practical contribution lies in providing a roadmap for policymakers and stakeholders to support the growth of the creative economy in Johannesburg, while the academic contribution fills a gap in the literature on the cultural and creative industries of the City of Johannesburg and approaches for its growth.
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Future research directions could include applying the systems thinking framework to other regions in South Africa to test its broader applicability. Investigating the long-term impacts of the recommendations, such as policy changes or entrepreneurship programme introductions, on the growth of the creative economy will also be valuable. Further studies within the City of Johannesburg can be conducted using this study as a base for information and expanding to a larger pool of cultural and creative practitioners.
In conclusion, this thesis presents a comprehensive examination of Johannesburg’s creative economy and highlights the value of adopting a systems thinking approach to its growth. The findings and recommendations aim to advance the sector's development, positioning Johannesburg as a leading creative city in South Africa and contributing to the broader socio-economic landscape of the region.