Creativity became a category that helps employers and superiors evaluate employees in virtually any profession and at all levels. It has entered the homely-sounding liberal gobbledegook beside such notions as “innovativeness”, “flexibility” or “human capital”. But the problem with creativity is far more serious. The category, originally stemming from the field of art, entered the domain of labour in order to become a social necessity. He who is not creative, is not interesting, curious, worth knowing, worth appreciating. Creativity understood in such a manner intensifies the process of aesthetisation of daily life and the idea of “lifestyle” as a work of art.
At the meeting, we will reflect upon the origins of the postulate of “creativity”, the discourses that lie at its foundations, the social compulsion of creativity - who can face it and how is the possibility of “being creative” conditioned? We will also investigate the fate of those unable to enter “creative” circles.
Małgorzata Jacyno, 'Kultura indywidualizmu', PWN, Warszawa: 2007, chapter: "W poszukiwaniu własnego smaku. Kulturalizacja różnic społecznych" p.19-102
Luc Boltanski, Eve Chiapello, 'The New Spirit of Capitalism'