Kūrybinių industrijų terminai: aprėptis ir tvarkyba

177Terminology | 2017 | 24 Creative Industries Terms: Coverage and Management RASUOLĖ VLADARSKIENĖ Vilnius Gediminas Technical University KEY WORDS: creative industries, creativity, creativity, dictionary of terms As a particularly important activity of postmodern society in the 21st century, creative activities (creative groups), creative activities class, creative business, creative services, creative learning), creative products. As the (creative thinking, creative creation that connects creators (creative society, creative creative economy becomes more and more established and technology becomes more and more widespread, creativity emerges as a necessary competence of the modern worker. In the creative age, creative professions are also gaining new momentum, linked to the latest achievements in science and technology. In this context, creative industries have begun to be discussed as a separate promising sector of the economy, in which two different areas are linked: art and commerce. Creative industries specialists are trained by several higher education institutions: Vilnius Gediminas Technical University, Vytautas Magnus University, Mykolas Romeris University, Kazimieras Simonavičius University (have study programs of this name). Vilnius University, Vilnius Academy of Fine Arts, Lithuanian Academy of Music and Theatre and several colleges also prepare specialists working in these fields. The aim of the article1 is to discuss the problems of terminology in the creative industries after clarifying the concept of creative industries and taking into account the actual use of terms in this sector. THE CREATIVE INDUSTRIE The term creative industries appeared in Lithuanian at the beginning of the 21st century, it is the equivalent of the English term creative industries. 1 The article was prepared in the framework of the research project “Study of the functioning of foreign words in the professional language” funded by the Lithuanian State Language Commission under the Research Programme on the Functioning and Change of Lithuanian Common Language, Dialects and Other Language Variants 2011–2020. 178 Rasuolė Vladarskienė | Creative industries terms: coverage and organization There is no plural form of the term creative industry, but the following singular form equivalents are given: lietuvių k. kūrybos pramonė; vok. cultural and creative industries; pranc. creative industries; it. creative industry; la. creative industries; left. the creative industries; bulg. creative industries; Check. creative industries / creative industries; and. creative industries; isp. creative industries; is. Creative industries; suom. the creative sector; Croatian. creative industries; Hungarian. the creative sector; maked. creative industries; Oland. creative industry; portug. creative industries; formula. creative industries; Slovak. the creative industries; slovėn. creative industries; Swedish. creative nutrition. As can be seen, in many European languages, the combinations of words with international roots are predominant, and the Lithuanian term is composed of words of its own language. The Lithuanian term creative industry is made up of the plural form of the international noun industrija (see TŽŽ presented industrija Lithuanian equivalent pramonė) and the adjective that describes it creative, -ė. DLKŽ indicates that this adjective is made up of the noun kūryba first meaning “creative work, creation: artistic, technical k.” By the way, the meanings of the words that make up this combination do not cover the concept of the concept under consideration, but indicate a possible direction of reasoning: this is an activity where creativity is linked to industry. In the opinion of philosopher Tomas Kačerauskas, “there is a certain contradiction in this term. On the one hand, the term “creative” refers to unique, individual, original creation, on the other hand, the term “industry” indicates that it is a kind of serial production in terms of both the product of creation and the production of demand and consumption” (Kačerauskas 2014: 10). It is true that the concept of creativity in the 21st century has expanded, it includes not only activities in the fields of art and science, but also any activity that requires creative solutions (for more information see: (2017). The term creative industries and the field of activity marked by it opened the way to the Lithuanian language and Lithuania by legislation, which indicated the necessity of this activity. One of the implementation measures of the 2004-2008 programme of the Government of the Republic of Lithuania, approved by the Decree of 24 March 2005, was “to develop a strategy for the promotion and development of creative industries”. Such a strategy was approved by the order of the Minister of Culture on 28 March 2007, and it defines creative industries as “activities based on the creative abilities and talent of an individual, the objective and result of which is intellectual property and which can create material wealth and jobs”. 179Terminology | 2017 | 24 Researchers from other countries have different concepts of creative industries, but most of them provide essential characteristics of this sector, i.e., that it is an activity where creativity is used to create intellectual property with added value (see more in Černevičiūtė et al. 2015). Thus, the term creative industries denotes a field of activity where business, communication, technology, culture and art intersect. Different countries have different classifications of creative industries (see Černevičiūtė et al. 2015). In Lithuania, creative industries include crafts, architecture, design, film and video art, publishing, visual and applied arts, music, software and computer services, radio and television programming and broadcasting, advertising, performing arts and other fields in which aspects of cultural and economic activities are combined (Creative Industries Promotion and Development Strategy 2007). All these areas can be grouped into 1) activities covering traditional arts (visual, applied arts, film and video arts, performing arts, music, architecture), 2) design and crafts related to art and mass production, 3) communication (publishing, radio and television programming and broadcasting, advertising), 4) computer science (software and computer services), 5) other areas where aspects of cultural and economic activities are combined. THE TERM MANAGEMENT Terms used in the field of creative industries can be divided into two groups: general and special field terms. General terms and conditions The existence of creative industries as a specific activity depends on the people working in that field, who are called creators, creative workers, creative specialists, representatives of creative professions. They, relying on creativity, aim to obtain the greatest possible economic profit. When considering the purpose and basis of operation of this economic sector, the question of the definition of the most important concepts arises. First of all, it is the concept of creativity and creativity, which is explained by researchers of the creative society, belonging to various scientific fields. One of the first to point out the difference between these concepts, based on Lithuanian dictionaries, was Viktorija Daujotytė. In her view, “the word ’eing’ indicates possession of creative powers. It elevates man, gives exceptional possibilities for creating 180 Rasuolė Vladarskienė | Creative Industries Terms: Coverage and Management of Creative Industries. The literary scholar believes that creativity is more related to action: “a person who acts creatively finds unexpected solutions, sees solutions, turns in an unexpected direction, sees what has not been noticed or perceived until now” (Daujotytė 2010). Later definitions of creativity and creativity presented by scientists are mostly based on V. Daujotytė’s insights. Similarly thinks the philosopher Jovilė Barevičiūtė (2014: 20–21): “Creativity is related to the psychological type of a person, his emotional disposition, his way of thinking, his orientation in certain unforeseen or specific relationships and environments, finding solutions and making decisions in unexpectedly deviated circumstances, etc. Creativity is determined by what abilities, powers or talents a person has – the ability to convincingly create a role in a performance, to speak expressively in front of an audience, to properly master the technique of singing or dancing, etc.” In the creative industries, creativity acquires new features. Literary scholar Laura Laurušaitė believes that “the emergence of creative industries has substantially expanded and reactualized the concept of creativity, so that it is now associated with a successful career and the corresponding financial return” (Barevičiūtė 2017). There is also confusion about the meaning of these terms. Although the two terms are different, they are often used as synonyms. This situation is criticized by Robert Stunžinas, in his opinion, it is possible to detect not only inappropriately used synonymous terms in usage, but also inaccurate definitions of these concepts in the dictionaries of terms (Stunžinas 2017). However, J. Barevičiūtė (2014: 21) believes: “These two quite different, but at the same time very related things – creativity and creativity – interact closely in basically any activity, so opposing them to each other would be unnecessary. <...> a creative medium or environment generates favourable conditions for the expression and dissemination of creativity. Or even more strictly: only the one who is creative can be creative. Because creativity and creativity are like two branches of the same tree; Creativity is inseparable from creativity and vice versa.” Special fields terms and their dictionaries In the Lithuanian Republic Term Bank2, terms attributed to creative industries could be searched according to the following fields: culture (Terminų ban2 Access via the Internet: http://terminai.vlkk.lt, accessed 2017h05h25. 181Terminology | 2017 | 24 ke found 154 terms in this field); communications (5160 terms); tourism (49 terms); economics (partly) (14 510 terms). The diversity of the field also leads to unevenly arranged terminology. At least the basic terms of the traditional fields of art are well organized, there is a number of well-prepared dictionaries, they have been discussed in the State Lithuanian Language Commission (hereinafter – VLKK) or reviewed by editors, the correct terms are presented in encyclopedias and scientific and educational literature. The following dictionaries and encyclopedias contain the terms of traditional art activities: Universalus meno žodynas: nuo seniausių laikų iki dabarties 1998; Dailės terminų žodynas 1999; Dailės žodynas 1999; Muzikos enciklopedija 1–3 t. 2000–2007; Muzikos terminai ir sąvokos 2002; Illustrated Dictionary of Architecture History 2007; Instrumentation Terms 2007; Dictionary of Musical Terms 2008; Choreography Alphabet 2008; Music Alphabet 2008; English–Lithuanian Explanatory Dictionary of Architecture 2009; Dictionary of Most Used Ballet Terms 2009; Aesthetics Encyclopedia 2010; School Art Terms Dictionary 2011. Heritage terms are included in the Lithuanian Ethnographic Encyclopedia 2015, and communication terms are included in the Journalism Encyclopedia 1997. Economic dictionaries also contain terms used in creative industries activities, especially relevant marketing terms. Recent dictionaries of economic terms: B. Martinkus, B. Neverauskas, A. Sakalas, R. Venskus, V. Žilinskas. Explanatory Dictionary of Business Management Terms 2000; Explanatory Dictionary of English-Lithuanian Economics 2008; R. Vainienė. Dictionary of Economic Terms 2008. Slightly revised electronic Business Knowledge Dictionary of Economic Terms (http://zodynas.vz.lt/apie.php). The computer terms related to computer services are quite well managed, and there is not one dictionaries published, e.g.: V. Dagienė, G. Grigas, T. Jevsikova. Encyclopedia of Computer Science 2000; V. Žalkauskas. Dictionary of Modern Computer Programs and Networks 2003; V. Dagienė, T. Jevsikova, G. Grigas. Explanatory Dictionary of Computing Terms 2016; V. Dagys, V. Dagienė, T. Jevsikova, G. Grigas. English-Lithuanian Computer Dictionary 2015; S. Maskeliūnas. Glossary of Knowledge Technology (and Web Technology) Terms 2015. These dictionaries are available on the website Raštija.lt. The main problem of terminology management in creative industries is to find a suitable Lithuanian equivalent of an English term. Fiber of the latest sunor- 182 Rasuolė Vladarskienė | Creative industries terms: coverage and organization of terms used in the field of creative industries is provided in the List of foreign words equivalents approved by VLKK (www.vlkk.lt), e.g. : • art terms: beforeme art, kėno mẽnas, kėno dail, kėno tapyba, aplinkas mẽnas; • cinema terms: advertisement film, introductory film, non-commercial film, videomontage; • muzikos terminai: bibòpas, bigbeñdas, bigbtas, bliugrãsas, bliùzo atlikjas, bliùzininkas, brekas, brekeris, bugivùgis, kántri (kañtri) nkt., kántri (kañtri) mùzika, (kañtri) ròkas, dsko nkt., dsko muzika, dksilendas, fánkas, fánko mùzika, laisvàsis džiãzas, kùmbija, šaltàsis džiãzas; • media terms: voice blog, blog, blog writing, blogger, blog review, blog, photo blog, mobile blog, flagship blog, media, media month, playlist. The situation is more complicated with terms in the field of communication and media, where online dictionaries and glossaries are particularly common. They are mainly translations, providing Lithuanian equivalents of English terms, because in Lithuanian texts it is necessary to name realities for which the nominative expression is not yet available in Lithuanian. Some online dictionaries are better organized, for example RTŽ 2007 prepared by the Lithuanian Association of Communication Agencies (KOMAA), reviewed by VLKK. This is an English-Lithuanian dictionary of terms with Lithuanian definitions. Terms are compiled according to English equivalents. AMŽ is also well prepared, it is also a translated English-Lithuanian dictionary of terms. These dictionaries are not large, they are more appropriate to be called dictionary. RTŽ 2007 contains 304 terms, while AMŽ contains 467 terms. Often, when looking for suitable Lithuanian equivalents, the problem is that in order to accurately name a concept in Lithuanian, you have to use a longer term than in English. Therefore, the length of the English terms presented in these dictionaries and their Lithuanian equivalents was compared. It turned out that most of the terms are of the same length: in the AMZ there are 318 such terms, i.e. 68.1%, e.g.: framing; a script; film artist (angl. art director); computer game (video game); character designer; expansion pack; 3D sculpting (digital sculpting); educational entertainment; virtual sports (angl. electronic 183Terminologija | 2017 | 24 sports). And RTŽ 2007 cases, when English terms and their Lithuanian equivalents consist of the same number of words, even more – 77.3% (235), for example: advocacy advertising; barter syndication; creative brief; creative execution; the big idea; concentrated marketing; competition-oriented pricing. 134 terms were found in AMŽ, the English equivalent of which is shorter than the Lithuanian term (28.7%), e.g.: flying advertising; dialogist; a cutscene; enlarged model (bigature); celebrity appearance (cameo); backlighting; operator's assistant technical (grip); accumulation of a potential support fund (generation); short description of the film (logline); fixed program time (slot), and 15 (3.2%) terms with shorter Lithuanian equivalents, e.g.: worksheet (exposure sheet); focus puller; continuity cut; completion bond guarantee; a flat fee licence agreement. RTŽ found 53 Lithuanian terms, longer than the English ones, this 17.4 per cent, e.g.: test clip (animatic); adjacencies; character's attractiveness; sales action-game (angl. contest); author of ideas and texts (copywriter); bonus packs, and 16 terms (5.3%) shorter than their English equivalents, such as contribution margin; self-regulation; variable price (open rate structure); consumer socialization process; percentage of projected future sales method. In the absence of Lithuanian terms, it seems that the goal of the editors of online dictionaries is to explain the meanings of English terms, describe the concepts they represent and provide Lithuanian equivalents, but they are not provided. Some online dictionaries are rather poorly prepared: many foreign words or English words or their combinations that are neither orthographically nor morphologically adapted. For example, an English term is given as a quotation without a Lithuanian equivalent, only its Lithuanian definition (written with errors) is given, e.g.: „Bulb – is a manual shutter mode in which the diaphragm 184 Rasuolė Vladarskienė | Creative industries terms: coverage and management ma buna [sic!] open as long as [sic!] the shutter button is pressed3“ FTŽ; “Landing page4 – is the section of the web page to which the advertising is directed” SMTŽ; “Bounce rate5 is recorded in the case when the user, having entered the website, does not browse it anymore and leaves the site” SMTŽ. When a compound generic term is used, sometimes an unadapted foreign word is used as an adjective, e.g.: „Dig ita l reklama6 may have several different channels“ SMTŽ; “The uniqueness of live advertising7 is that its broadcast is not paid for separately” SMTŽ; „Re sp o ns ive di zaiių nas8 – is the ability of websites to adapt to the screens of mobile devices“ SMTŽ. Another thing is that even in well-organized dictionaries, specific narrowly used terms are marked with jargon professionalisms (anglicisms), e.g.: banner9 “advertising panel, visible on Internet pages” SMTŽ, blockbuster10 “impressive, high-budget, high-visibility and very profitable film” AMŽ, fragas “point earned in computer games for defeated opponent” AMŽ, lipsingas “mouth movements of an animated character, usually corresponding to supposed sounds” AMŽ, slogan “advertising slogan” SMTŽ. As can be seen, some foreign words have been standardised and are presented in other publications, but there are still uncodified foreign words. Such unorganized online dictionaries clearly reveal the real usage, when both English and Lithuanian terms are used in the same text, for example: „„Bra nd book“ kūrimas; All of them together create a coherent identity, and describe the style in a book (branding) “ (rebrand.lt); ‘W i r e fra m e preparation; Visualisation of the web site 3 The language of online dictionaries has not been corrected. 4 Entrance website (Dagienė, Dagys et al. 2015). 5 Page bounce rate. 6 Correct match digital advertising. 7 Correct equivalent viral advertising, cf. viral marketing | virùsinė rinkodara RTŽ 2007. 8 Adaptive design (Dagienė et al. 2016). 9 Unused foreign words, replaced by equivalents advertising banner, banner, advertising picture, advertising box; hot advertising (Language Tips 2013:16). 10 The Lithuanian language new words database (http://naujazodziai.lki.lt) indicates that the new word blokbasteris is not yet codified, there is no exact Lithuanian equivalent. 185Terminologija | 2017 | 24 Wireframe is a visual layout of web page content” (rebrand.lt). Sometimes the Lithuanian term is not even searched for, contenting themselves with the pronunciation, for example: “These websites are designed so that when browsing people not only see the version of the mini-website, but also the layout that would perfectly match the scrolling habits of the mobile device” (rebrand.lt). Such usage confirms that currently Lithuanian creative industries terms are being created, and the initial stage of the creation of any terminology is characterized by synonymy and variantity. So far, the most appropriate expression for naming the concepts is being sought. CONCLUSIONS The 21st century is the age of creativity, the creative economy is created by the creative society. Creative industries is a very comprehensive concept that combines business, communication, technology, culture and art. It is a new concept and a new term, which arose as a result of the expansion of the concept of creativity, which includes not only artistic and scientific activities, but also any activity involving creative decisions. Representatives of creative professions, relying on creativity and creativity, aim to obtain the greatest possible economic profit. The diversity of the field also leads to unevenly arranged terminology. Creative industries terms are varied, some of them as well as terms of other fields are already standardized and established in dictionaries, term bases and usage. For some concepts, suitable methods of naming are still being sought, often in unedited texts and in online dictionaries quotes (neither orthographically nor morphologically unadapted foreign words) and morphologically adapted foreign words are used; often in the text next to the Lithuanian equivalent mens is indicated and English. This is the initial stage of the development of the term. SOURCES Audiovisual Media Dictionary. Access via the Internet: http://www.lkc.lt/wpacontent/uploads/2013/10/Audiovizualiniuuterminuuzzodynas.pdf. DLKŽ 2012: Dictionary of Contemporary Lithuanian Language. Vyr. red. S. Keinys. 7th revised and supplemented edition, Vilnius: Lithuanian Language Institute. Internet access: http://lkiis.lki.lt/current. FTŽ – Dictionary of Photography Terms. Access via the Internet: http://www.efoto.lt/terminai. Rebrand.lt. Website. Access via the Internet: http://rebrand.lt/musuupaslaugos/firminioeaststiliausugkyrimas. 2007. "Dictionary of Advertising Terms". Access via the Internet: http://www.komaa.lt/reklamossterminuuzzodynas. SMTŽ – Glossary of Digital Marketing Terms. Access via the Internet: https://www.digitalstar.lt/reklamossterminuuzzodynas/.