What is creativity? or to be a creative person?
The different models of a creative practitioner are:
- Collaborator- a group event
- a celebrated sole author- individual with extraordinary talent
- facilitator- creating a space
- consumer - to consume something is to create
- hybrid manager- multi practitioner
- conceptual thinker- not making
- maker- materiality of making
- culture jammer- intervening corporate messages
Creativity is an important part of what makes us employable.
Creativity is a complex term, it is used by many different people like chefs, sports professionals, tourism managers, and the understanding changes historically.
Ways of creating has been understood in art over the centuries: the 18th century saw art being recognised as a separate activity and lots of museums were built.
Romanticism- quite a lot of ideas about creativity were taken for granted. To be creative meant to be progressive, somebody can do something that not everyone can do, an artist with insight and imagination.
Modernism-late 19th to early 20th century when an attempt was made to deny history and move forward with the belief that art and design could make a better life and result in technological progress. Distinguishing art from popular culture was the Avant-garde movement.
Post-Modernism- not just a style but a way of thinking, a set of ideas. It refers to a borrowing of previous styles, historical ( neo+ retro designs)mixing up of different time periods, a melting pot of styles.
Recent idea of creativity- combines creativity with commerce and the marketplace.
So what does culture industry mean?
During WWII, many German intellectuals emigrated to USA . Some like Horkheimer & Adorno went back to Germany after the war was over. They were very hostile to American culture; the Hollywood movies, music, magazines. They argued that these products of the culture industry were homogenous and predictable. In their opinion the culture industry continually reproduced the same thing. It encouraged people to conform, which made them less likely to revolt to social inequalities in their life.
This theory was challenged by Walter Benjamin who believed that merging culture and industry would open arts to a wider range of people. For example where painting were reproduced in books or as postcards made it accessible to more people who didn't have to go to the art gallery to view it. Benjamin argued that meanings changed when we consume things. This resulted in the emergence of the ' Creative Industries'.
Recent idea of creative industry combines creative arts with culture industries.
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