Creative class: the history of the concept and his role in the analyze of the development of the regions

As the part of this article is supposed to consider the formation of the concept of creati-nine-tive class. One consequence of this conception was the appearance of the indices of creativity that lie at the heart of Florida R. techniques developed for the determination of the creative potential of the regions. This technique has undoubted value to the modern regionologii because it allows you to define the conditions of balanced regional development, formulation of the strategic objectives and the successful integration into the modern economy.

The key to this article is the statement "creative class"and it firstly got the conceptual design in Florida, R. «The Rise of the Creative Class. And How It's Transforming Work, Leisure and Everyday Life » (2002), translated into Russian as" the creative class: people who are changing the future. "R. Florida ranked among the creative class creative professionals involved in the creative sector of the economy: workers, whose economic function is to create an intangible asset, bringing tangible dividends - new ideas, new technologies and new creative content [9].

Because creativity is the new different mark of a new class, you should find out what the meaning of R. Florida puts this concept. In his opinion, it's not just about the intelligence of man, or his / her creative abilities [9]. Creativity necessarily involves the ability to synthesize, with the result of a creative synthesis can be anything - the invention of the device, development of theory, understanding, leading to its decision, or creating works of art. Consequently, the mandatory components of creativity are, on the one hand, the novelty, but on the other - the effectiveness in solving the existing problems. Creativity is interpreted in this way can be found in various spheres of human experience.

It should be noted that the creative class - it is a poorly differentiated towels community, it is difficult to determine for any formal or a status criteria. It is impossible to allocate administra- tively, or create a "top" - at the behest of any government, even the toughest or the most enlightened. Belonging to this class does not directly depend on either social status or income level nor the level of consumption, or even education. Representatives of the creative class reminiscent of the "entrepreneurs" in the economic theory of Joseph Schumpeter, who have the "entrepreneurial ability" - they are not focused on linear growth and on innovation and economic development.

The definition of the "creative class" the most accurately indicates on the integrating features of its members - creative, artistic and creative activities and creative attitudes of life. However, before the representatives of the creative class was isolated as a "modernization class", "innovation class" class expert, professional and administrative class, or a "new class".

The term "new class" was introduced into the social thought of Mikhail Bakunin and used them in the works of "Knuto-German Empire and the Social Revolution" (1871), "Statehood and Anarchy" (1907). Bakunin, analyzing the possibility of the social consequences of Marks socialism script and wrote that the future of non-capitalist government would not settle for political rule, but will also manage the cost, which would require vast knowledge.

Since the late of 30s in the twentieth century in a number of sociological studies appear assertions that the new class – is a class of bureaucrats, technocrats and managers. However, theories that emphasize the content of a new class of highly educated segments of the population, as well as their particular culture, have become common only in the 60s of XX century. The most likely reasons for this are qualitative changes in the modern society, associated with the transformation of personality, social relationships, social opportunities and outlook.

Neoconservative research turn is being developed primarily through the work of Galbraith and David Bell in the concepts of "new industrial" and "post-industrial society," interpreting the world through the prism of the history of technology and knowledge. In the second half of the 1960s, sociologist and political scientist Daniel Bell, along with the leading social scientists engaged in the development of the theory of postindustrial society, characterized by the predominance of employment in various areas of service and cultural production, the reorientation of the economy and culture to address mainly cultural needs. In his article "The Coming Post-Industrial Society" (1964), Bell says, that faith in the fundamental role of scientists in post-industrial society [1]. He believes that in the modern era of scientific and theoretical knowledge is becoming a major force for the economic growth and social progress and opens the way for the new social progressive "class knowledge." A new principle of management – is meritocracy, which allows to eliminate bureaucracy and technocracy (thanks to the leadership election officials according to their merits and abilities), and change the class structure of society as a whole. The author focuses on the content of a fundamentally new class seeking for objective historical factors become the new elite in post-industrial society.

Around the same time in the works of economist and theorist of management - Peter Drucker introduced the term «knowledge worker» (1953), thus separating the population into a separate group of "knowledge workers" (the concept of "Information Worker"). It shows that in an environment where innovation is a major source of revenue, the figure of the intellectual, of course, greatly increases its value at the expense of people who perform physical work. Drucker points to the essential contradiction between the intellectual - the bearer of engineering innova- tion and the capitalist entrepreneur. The first is interested in the quality of the product, the second - thanks to him in the recoverable profits. According to Drucker, an intellectual should take the leading positions in business and in government. If a businessman and public official do not give way to an intellectual – is a leader of change – is a place in the leadership of the enterprise or government agency, the effectiveness of these institutions will fall dramatically. On the other hand, an intellectual should be prepared to serve as the head - this is actually the third most significant challenge facing him, after the ability to change and willingness to constantly reeducation in the process [4].

Since the 1980s in the Western sociology, more and more attention is paid to the professionals – to the elite of the new middle class with a unique human capital. The internal diversity of the society who is neither rich nor poor, their heterogeneity does not allow for a more considered as a social subject. At this time, more and more researchers from different countries pay attention to the heterogeneity of the middle classes. Gradually shift from the first analysis of the middle class in general on the analysis of his professional capacity, and the "new" middle class, and then – to the last division of the professionals (the elite of the "new" middle class) who have not only high levels of human capital, and the unique knowledge and skills, and all the rest. In the literature, and drew attention to the fact that the group has changed significantly higher managers and professionals. Although this group is called differently by researchers - a new class (E. Guldner, I. Szelenyi and B. Martin), a class of professionals and experts (J. Goldthorpe, E. Wright, etc.), signs of its members were determined in a similar way: highly skilled knowledge workers who have special, unique knowledge, which distinguishes them from other professional mental labor.

Alvin Guldner in his book «The Future of the Intellectuals and the Rise of the New Class» (1970) uses the term "new class", "intellectuals", and the "intelligency» .Singling out the new class, it includes in its composition of the technical intelligentsia, the representatives of the humanities and "free" professions, paying attention to the fact that they control the cultural capital, and a privileged position in the society is determined by their role in knowledge transfer. Guldner commits one of the most convincing attempts to dissect the new class, find their unifying principle inherent in the "culture of critical discourse." Create a community in its understanding has had a special language, learned to defend their interests and needs are constantly growing, and controlled the production and maintenance. It is the opinion of Guldnera, the focus was not just a revolutionary potential, but the main revolutionary force in society [3].

J. Goldthorpe emphasized in his works, that the representatives of the new class is characterized by a high degree of autonomy and the ability to work virtually independent decisionmaking.

Many theories that consider the position of the new middle classes, start with any one kind of mental labor. B. Ehrenreich and J. Ehrenreich in his book «The professional-managerial class» (1979) offered an interesting and widely-discussed theory of professional-managerial class: mental labor is used by them as a class test. They argue that a group of employees "middle class" – is the technical staff, managers and producers of culture - should be considered a special class in the system of monopoly capitalism, the class that antagonistically confronts the working class.

However, this development of a new class of theories has not stopped. In his book «The Work of Nation: Preparing Ourselves for 21st Century Capitalism» (1991) Robert Reich argues that the economic development and globalization at the end of the XX century have come to depend less on information and communication technologies, but on a person's ability to process, analyze and disseminate information. So there is a category of "symbolic analysts» («symbolic analysts»), which includes representatives of the professions associated with the processing of information, creativity, and serves as an empirical and a rather unpretentious description, which appears the new class. As Reich writes about them, "people living in the world of abstract concepts and characters from the lines of the exchange rate to the visual images produced in Hollywood and on Madison Avenue, and specialize in interpreting and deploying symbolic information." He contrasts the new class to the other two have already formed - "working routine work", performing constant problem and do not have much control over the production plan, and "service personnel" whose work is also largely a routine nature, but "should be carried out personally, the person person "and therefore" can not be sold around the world "[5].

Christopher Loesch in his book "The Revolt of the elites and the betrayal of democracy," says the core of the class is defined not so much to equalize income and ideology as a way of life [5]. Attempts to define a new class consisting of public servants and spin doctors, strictly pushkind program of liberal reforms, leaving unattended the very breadth of political views among the elites of professionals and managers. These groups constitute a new class only in the sense that their livelihoods are not provided as an incense property, how much manipulation of information and professional erudition. Investing money in education and information, not ownership, distinguishes them from the wealthy bourgeoisie, which was characterized by the dominance of a wound  Applying Stage of Capitalism, and the owners of the old class - middle class in the strict sense of the word, which once was the bulk of population.

Thus, it can be argued that the theory of creative class of Florida R. is a natural result of the multiple theories and assumptions. Today it is the most appropriate reflection of one of the party’s ongoing social processes. The theory of the creative class by chance came at the turn of XX-XXI centuries, it is a kind of attempt at understanding the development of a new phase of capitalist society, which is called post-industrial. Pay close attention to the creativity as a phenomenon and the ability to become only the change of the industrial period of human development in the post-industrial. Symptoms of the post-industrial society began to emerge clearly in the last third of XX century. Its main difference from the industrial society is to change the pivot point of the development. If the industrial period was preferred raw materials and resources, often non-renewable, involved in mass production, the post-industrial society is characterized by a focus on creative and intellectual potential of man. There is a number of qualitative and quantitative changes that alter the structure and rules of functioning of the economy, namely: the rapid development of trade, which leads to an acceleration of the economic processes and increase of the intensity of competition, which, in turn, has erected an ongoing process of innovation to the rank of the generator of economic success. Therefore, one of the features of post-industrial society is also an increasing number of people able to solve, create and convert those who can be counted among the creative class.

Creative Class, as it determines R. Florida, in today's reality – it is a key driver of the economic development of post-industrial cities. The core of the creative class is composed of people engaged in scientific and technical fields, architecture, design, education, art, music and entertainment, whose economic function is to create new ideas, new technologies and new creative content. In addition to the core creative class also includes an extensive group of creative professionals working in business and finance, law, health and related fields. These people are addressing the challenges, which require considerable independence of thought and a high level of education and human capital.

The great difference between the creative and other classes is that for which they receive their money. Representatives of the working class are paid for the service and primarily for their work according to the plan, whereas the creative class makes money by designing and creating something new, and does so with a greater degree of autonomy and flexibility.

The rise of the creative class is reflected in the significant shifts in the values, norms and approaches. Despite the fact that the process of change data is far from complete, several clear trends have attracted the attention of researchers studying social values. Not all of these trends imply a complete break with the past: some of them are a blend of traditional values with new ones. Some values have long considered being the accessory of creative people with a high level of education. It is these specific values of R. Florida bring together the three different directions.

First of all, it is individuality. The creative class – is the people with creativity and free from the constraints of thinking has always stood against the dogmatic, monotony, group norms, strict rules, as well as ill-submission instructions.

The second, it is meritocracy. Monetary remuneration is not a big motivation, giving way to hard work, increased responsibility, the creative stimulation and motivation immaterial. The creative class consists of ambitious people who want to succeed and pushing for it through their own abilities, is important for them to professional growth and self-development. Meritocracy is associated with such principles and beliefs as the belief that the services require a fee, the success achieved by the action and are confident of improving skills. Highlights the independence and rejection of rigid class system. Such a system is able to provide quality, efficient work and the realization of human potential in post-industrial society.

The third, it is thediversity and openness. For the creative class, it is important, any manifestations of diversity, as well as the existence of open systems, which enable self-expression, development and application of skills. Attention is given to the individual liberty. The ability to accept a man as he is, tolerance of differences and respect for his abilities is one of the main values of the creative class. Its representatives, proclaiming diversity and openness, defended the possibility of such a realization for anyone, regardless of any of his / her characteristics. Talents can not be applied to classifications based on race, ethnicity, STI, gender, sexual orientation or appearance. Comfortable working conditions, respectively, lead to increased productivity and the number of creative solutions, which in turn leads to improved quality of life.

Thus, according to the theory, the representatives of the creative class features a special motivation in professional activities. Money for these are not a major factor in job satisfaction, the most important is the content of the work, the opportunity to test themselves, to gain recognition of their merit. One of the core values of the creative class is individualism, freedom. Its members tend to avoid such relationships that require them to deeper involvement or obligation. обязательств.

The most common representatives of the creative class prefer not to vertical career that removes them from the interesting work, and the horizontal: the companies in which their talents are not needed, they go where they can offer a challenge to the forces. They can also move not only from company to company, but also from town to town, if there is life fun and interesting. They are attracted by the cultural metropolis and centers with the highest potential for creativity.

Comparing the economic performance of different regions of America, R. Florida came to the conclusion that the most successful are the regions in which there is a significant concentration of creative class, while those regions dominated by the working and service classes that are less successful. Cities with large populations of creative class also rank of the first among the centers of the innovation and high-tech industry. The centers of the working class and regions dominated by the service class, by contrast, exhibit low levels of high-tech industries, innovation, human capital and employment growth [9].

Thus, the recipe for the economic growth is the ability to attract the creative class and take the appropriate advantage of in order to achieve th economic results in the form of new ideas, new tech businesses and regional growth. To more accurately measure these data, R. Florida has developed a new indicator called "creativity index", which combines the four equally important factors:

number of the creative class in the employed population;

innovation, expressed in number of patents per capita;

high-tech industry, according to generally accepted index of Tech Pole (an index of high technology);

The diversity, as measured by the "gay index" by which to evaluate the openness of the region in relation to new people and ideas1.

In order to develop the most successful companies, cities, regions need to attract creative professionals and to create favorable conditions for all aspects of their lives. The main characteristics of the environment that are necessary to achieve these goals, the author expresses the concept of "three" T "," of the economic development: technology, talent and tolerance. Each of these three elements separately is a necessary but insufficient condition: only the presence of all three components can attract creative people, generate innovation and to stimulate economic growth. With this concept of R. Florida explains the reasons many of the developed enough yet unable to ensure their own growth, despite the technological reserves, scientific reserves or the development of the cultural sphere.

The author believes that such a comprehensive indicator gives a clearer idea of the creative possibilities of the region than the simple measure of the presence of creative class, because it reflects the combined effect of the concentration of the creative class and innovative economic results of its activities. Regions with high levels of creativity index R. Florida calls the "creative centers" [9].

Today, there is a global project to determine the index of creativity, which conducts the research and analysis on the creativity and the creative class in the regions and countries around the world. Global Creativity Index evaluates and ranks the 82 states in three key indicators -technology, talent and tolerance - the three "r" of the economic development [6]. The the technologies are understood like the investment in the research and the development, the number of the researchers and patents per capita. The composite index of technology is the average cost index for invention and innovation.

Talent - is the level and nature of education and the presence of the creative class. The composite index of talent is the average index of the creative class, human capital and scientific talent. Florida refers to the creative class (artists), scientists, engineers, artists, musicians, architects, managers, highly qualified specialists, whose common feature – is the ability to self-setting professional goals.

A tolerance index score is based on data from Gallup polls 1 on attitudes toward immigrants, racial and ethnic minorities, as well as sexual minorities [6]. The index of tolerance in the way Florida integrates two measures: the index values and the index expression. The first reflects the degree of conflicts between traditional and modern societies, community willingness to accept new ideas, the second – is the quality of life, democratic society, tolerance of migrants, national and sexual minorities, etc.

If the first two indices are quite clear and can be expressed in statistics, the use of the third - the index of tolerance - self-explanatory. Liberation of human creativity is possible only in a particular environment. Its main characteristic is the diversity of spiritual life - religious, ideological, social, creative. But that cultural diversity does not arise by itself - it is the result of close co-existence of people with different religious, intellectual and ideological views. The possibility of a peaceful, free of conflicts coexistence provided by the local community tolerance to all manifestations of intellectual dissent, cultural and demographic extravagance. Unblinkered stereotyping promotes the assimilation of new knowledge and experience, that is, promotes the growth of learning. Therefore, tolerant urban and regional communities, on the one hand, are attractive to creative people, talented workers, but on the other – is the abilities to perceive-wave but also knowledge and intellectual development.

However, we are interested in another question: is the transfer of such a methodology for determining the potential and possible ways of development and improvement of the region to the objects of the Russian Federation? According to some academics, the use of techniques R. Florida in the Russian context is difficult for several reasons. First, there is no monitoring on a number of important techniques for the performance of Florida R. (tolerance level of regional communities, the possibility of self-expression, etc.). Second, there is a problem of international comparability of performance information and those that are tracked in Russia (for example, the number of people employed in creative fields). Third is a number of indicators of observation are not held annually, and once in ten years, during the census of population (national population, the proportion of foreign nationals, etc.) [8]

In addition, the performance indices of the creativity, which is characterized by the extreme unevenness of the Russian Federation. For example, the educational level of the population is high: the number of people with higher education of Russia falls into the top ten, and the number of the representatives of the creative class – is the top twenty. Also, Russia has entered the top twenty in terms of investment in the research and the development and in the top ten in the number of investigations per capita, but the number of patents was only 28th in the rankings. Overall, the talent and technology, despite the fact that investment returns are slightly higher than, were still the two most powerful components of the overall indicator of the Russian Federation. But as an index of tolerance, there is Russia was on the 74th place of 82-s, that is in the top ten countries with the lowest rates of index [6].

Even more difficult things are the estimating of the regions of Russia, because their development is very uneven. The data that we can get on Moscow and St. Petersburg will be very different from those in other regions. In conducting this research was carried out replacing some of the indicators of the concept of R. Florida on the same or similar data that is able to provide the Statistical Service of the Russian Federation. In some cases the proposed new rates, to more adequately reflect the realities of Russia than the figures used by Florida. Thanks to the hard work of researchers, despite the lack of information to date, we have a picture of the situation in the regions of possible ways of their development.

Index of the creativity of the regions of the AZRF, 2008 [8]

Subjects of the AZRF	The composite	Index of talant	Index of tech-	Index of toler-
	index of crea-		nologies	ance
	tivity
Murmansk region	0,4	0,28	0,14	0,79
Arkihangelsk region	0,25	0,2	0,24	0,49
Karelia Republic	0,33	0,27	0,05	0,32
Komi Republic	0,35	0,26	0,09	0,5
Saha Republic (Yakutia)	0,35	0,37	0,1	0,4
Krasnoyarskii Region	0,4	0,29	0,18	0,63
Chukotskii Region	0,39	0,36	0,03	0

If we touch in this regard, the Arctic zone of Russia, there is a special case of the territorial entities has a population of less than 1 million people. For R. Florida are sparsely populated regions of no interest, so the source code of creativity did not take into account their specific features. You may need differentiation techniques that take into account the specific geographical regions. Geographical and climatic features, as opposed to social, cultural or political, are natural and therefore have a low degree of controllability. Because of certain factors, the population density of the Arctic regions is unlikely to ever be as high as the regions located in more favorable climates. However, this should not lead to failure data of the regions in their ability to enhance the creative potential. This analysis is showing us the lowest rate of all indices (ideally, these figures must be equal to 1, which corresponds to 100% of the conditions) can be a starting point for developing strategic plans for the development in the Arctic region of Russia.