The idea of creative economy has been adopted by different governments and international entities as a guideline for public policy for the sectors of Communications and culture. Implicit in its concept there is a perspective that rearticulates the relationship between culture, economy and society. In Brazil, the Ministry of Culture (MinC) created the Secretariat of the Creative Economy in order to implement cultural policies that foster a creative economy in the country. In this article, we make an analysis of the MinC's project for creative economy. Performing an analysis of the Plan of the Secretariat of the Creative Economy 2011-2014, the objective of this article is to highlight and understand the changes taking place in the use of the term "culture" by the Brazilian government and assess its consequences for the field of culture. The adoption of the term "creativity" involves a new approach to the field culture by the Brazilian State which demands a deep change in MinC's dynamics and structure.
Creative economy; Cultural policy; Brazilian Ministry of Culture; Secretariat of the Creative Economy
