Getting ‘creative’ under capitalism: An analysis of creativity as a dominant keyword

This article proposes a sociologically informed analysis of ‘creativity talk’ using an approach based on Raymond Williams’ ‘keywords’. Arguing that Williams’ perspective provides a helpful conceptual foundation, the discussion argues that the emergence of contemporary ideas circulating around creativity are rooted in material changes taking place within capitalism, the rise of humanistic psychology and the notion of the ‘creative city’/‘creative class’. Four discourses are proposed as potentially significant: austere creativity; liberatory creativity; analgesic creativity; and dissenting creativity.