At first glance, creativity and the systems of modern capitalism seem to share little in common. However, I believe that they are intricately intertwined and interconnected phenomena that structure our society. In modern society, we are witnessing a transformation driven by modern capitalism, a system where knowledge and information are increasingly at the forefront of economic power and value. This system, characterized by globalization, technological advancement, and constant innovation, is creating a new economic and social reality. In this context, creativity is becoming not only desirable but a key component of economic development, competitiveness, and personal expression.
Through summarizing literature and an empirical data into today's understanding of this concept through focus groups, I will explore the connections between contemporary capitalism and the concept of creativity. Using the framework presented by Reckwitz in "Invention of Creativity" (2017), I will depict modern Western societies as marked by the so-called "dispositif of creativity," where all areas of social life are oriented both towards the expectation and the desire for creativity through the production and experience of aesthetic novelty.
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