CREATIVE ECONOMY: FROM RAW MATERIALS TO DESIGN WITH CULTURAL VALUES

This article presents theories by Donald Norman and Bruno Latour in order to reflect upon the increasing integration of Latin American economies with Asian economies mainly regarding their natural resources exports. This exchange generates opportunities, but since these are economies based on finite resources lacking emotional value, it also implies risks. Although other examples are reviewed, the main study case is Chile's economy, an economy that has flourished, but has relied upon one main commodity, copper, having China as its main buyer. This implies dependence and vulnerability before the Asian giant. However, this large market provides Chile the possibility to acquire capital for investment in other sectors and diversify their industries; thus, possible crises related to material will be mitigated creating exports that incorporate local narratives and enrich the country worldview. In this way, awareness may be raised regarding their territories and inhabitants by giving them recognition and protection and avoiding their invisibility. In this respect, creative industries such as design, by incorporating cultural narratives, may contribute to exports and generate greater possibilities for success in local economies. To sum up, it means to benefit from the income generated by raw material exports to diversify the type of exports and; therefore, help mitigate probable crises based on the dependence on these materials. Creative industries such as design may help the market expansion as well as value transfer of raw materials into added value products that integrating the country narrative and generate more recognition abroad.