As part of the research of the Center for Sustainable Development through Culture, IRMO researcher Daniela Angelina Jelinčić has published a new chapter in the book. The chapter, titled From Everyday Creativity to Collective Development, is published in the book Creativity 360 Degrees: Exploring the Dynamics of the Creative Industries in Southeast Europe, published by Emerald Publishing Ltd. The chapter addresses the very notion of creativity, discusses its individual and collective nature, possibilities of creativity measurement, and finally puts it into the context of using creative industries in territorial branding with its development benefits.
Creativity is a widely explored topic due to its significant potential when applied to entrepreneurial development, job creation, cultural management, urban regeneration or cultural tourism. By nature, humans are creative beings, and create culture in its broadest sense. Social conventions or fear from unknown can often limit or hinder the development of individual creativity. Individual creativity is linked to originality, personal expression and innovation, while in the collective sense it may be evident in entrepreneurial activities of creative industries. In earlier times, the production and distribution of cultural content were monopolised by corporations; however, with technological advancements, artistic and cultural content is increasingly created and distributed by users who become the bearers of creative industries. This shift has allowed culture and art to break free from strict institutional forms and frameworks. The chapter explains this dichotomy from a neo-Marxist and neoliberal perspective, concluding that the two perspectives are essentially a false dichotomy because creativity and creative industries cannot be fully comprehended within the categories of political ideologies. Although creativity possesses intrinsic values, it is measurable and also has economic values, which should not be neglected. There is a noticeable trend of smaller cities and nations branding themselves based on successful global models; however, in doing so, they often neglect their own uniqueness, leading to unnatural and artificial cultural design.
The book is available here: https://www.emerald.com/insight/publication/doi/10.1108/9781836620846
The chapter is available here: https://www.emerald.com/insight/content/doi/10.1108/978-1-83662-084-620251002/full/html
