Having been identified as the creative writer in the room,
I wanted to make a couple of comments about Szeman’s discussion about
creativity, his main point being that there has been an “approbation of
creativity” in our culture. He mentioned
employees in some companies (Google, Microsoft, etc) having creative time where they essentially do what they want
with a couple of hours a day so that they could be creative. We talk about "creative play."
I agree with Szeman. As he said, it’s a weird indictment of
capitalism that work itself is separate from being creative. I’d like to run
with that a little further. I’m holding a few ideas in my head at once, but I
think there’s a connection so bear with me.
If the approbation of creativity means that it is somehow
held up and apart, I would go so far as to say that creativity has been
commodified. Or, perhaps I should say that the image of being creative has been
commodified. Creative people buy Apple products and have a certain eccentric
air. You can also buy creativity in the form of pre-fabricated art kits (just
walk into Michaels and take note of the prefabricated art-making merchandise).
As in “buy our kit for making something and you will be creative when you put
it together following our instructions.”
With the approbation of creativity a
need, or should I say a desire, for creativity is created in the consumer. This does not, in my opinion, represent
authentic creativity. A desire to be creative, in a way (and I am guilty of this I'm sure), is a desire to be unique in the culture of sameness that Horkheimer and Adorno describe in "The Culture Industry."
As I’m sure you have all learned the hard way, authentic
creativity is hard freaking work. I
don’t think anyone in business or industry is innovative without knowing the
nuts and bolts of what they’re doing. I don’t write a poem when I’m laying
around doing nothing, nor do I write a poem simply by engaging in creative “play.”
I write a poem after I’ve gone through a good deal of reading and actual
writing. A good abstract artist will likely have spent years studying
composition and honing basic drawing skills. A jazz musician can improvise well
after spending years practicing his or her scales. And so on. Authentic
creativity is inseparable from work.
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