If access to either creativity or culture is limited by where people come from or what they do, the whole of society loses out. Taken together, they can help us make sense of ourselves and of each other: they provoke and uplift us they unite communities and they bring us joy. Having the time and tools to develop personal creative potential can be profoundly fulfilling, while engaging in culture is often a route to inspiration and delight. In this Strategy, we are drawing a distinction between the two because we want everyone to have more opportunities for both: to be creative, and to experience high-quality culture. Culture is the result of that creative process: we encounter it in the world, in museums and libraries, theatres and galleries, carnivals and concert halls, festivals and digital spaces. Creativity is the process by which, either individually or with others, we make something new: a work of art, or a reimagining of an existing work. We believe that creativity and culture are deeply connected, but different. We’re excited by these changes, which we expect to accelerate over the next decade – and in response, we will become more flexible about the range and type of cultural activities that we support over the years to come. We also recognise that the traditional boundaries between and around cultural activities are disappearing as new technologies and other societal changes alter the ways in which many artists, curators, librarians and other practitioners work, as well as how culture is made and shared. While creativity is present in all areas of life, in this Strategy, we use it specifically to refer to the process of making, producing or participating in ‘culture’. ‘Creativity’ describes the process through which people apply their knowledge, skill and intuition to imagine, conceive, express or make something that wasn’t there before. Similarly, we have used ‘creative practitioners’ rather than ‘artists’ as an umbrella term for all those who work to create new, or reshape existing, cultural content.
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By describing all of this work collectively as ‘culture’, rather than separately as ‘the arts’, ‘museums’ and ‘libraries’, we aim to be inclusive of the full breadth of activity that we support, as well as to reflect findings from the research we commissioned for this Strategy, which showed that members of the public tend to use the words ‘the arts’ and ‘artists’ to refer specifically to classical music, opera, ballet or the fine arts.
Here, though, we use it to mean all those areas of activity associated with the artforms and organisations in which Arts Council England invests: collections, combined arts, dance, libraries, literature, museums, music, theatre and the visual arts. 'Culture’ means many things to many people and is often used to refer to food, religion and other forms of heritage.
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