Why culture attracts and resists economic analysis

The realm of arts and culture can be seen as ephemeral and ill-suited to the ‘intrusion’ of quantitative analysis. Yet, demand amongst end-users for economic research into cultural and creative industries is stronger today than ever it has been in the past. Oddly, culture seems to both attract and resist economic analysis. Drawing on an analysis of recent research findings related to multi-platform strategies in the television industry, this article examines what is distinctive about economics of culture, and it assesses the appeals but also the challenges associated with conducting scholarly research work in this particular area.