The Who examines an extended range of users and communities adding value to
the creative process. Conventional models of creativity present it as a
self-contained loop and focus on the individuals, teams or organisations as
the point of origination. But the value chain of creativity actually extends
on through process of consumption, adaptation and co-creation. The Who
considers which stakeholders and/or communities you might co-create with?
Widening the circle of co-creation might stem from a desire to democratise
creativity, or to engage what Jay Rosen named 'the people formerly known as
the audience'. It might reflect changing cultural norms (definitions of
orginality and authorship), the influence of new digital technologies and
industry structures, it might be a purely commercial decision (maximising
added value by involving consumers as co-creators) or it might be more
altruistic - a 'gift' designed to engage communities and build a sense of
community and reciprocity. The framework for this part of the book considers
these collaborative, co-creative relationships as expanding circles, with
networks of co-creation and collaboration radiating outwards beyond the sole
author or genius creator • The first circle of co-creation, joining the
circle, recognises that creative value depends upon the recipient as well
the initiator. This involves a complicity between producer and consumer,
allowing ideas to be co-authored or customized at the point of consumption •
The second circle, reversing the circle, takes those diverse reimaginings
and repurposings and feeds them back to the point of origin. Here
co-creation is a feedback loop in which the products of collaboration and
user-experience are reinvested to generate new forms of cultural and
economic value or brand equity • Expanding the circle describes a more
generous pattern of co-creation, designed not to draw value back to the
centre but to open up opportunities to those on the periphery, spreading
creative possibilities beyond the creative core • Finally, breaking the
circle, describes a more anarchic pattern with no defined starting point or
outcome, instead a viral spreading and sharing of ideas with no obvious
purpose or method sees patterns emerge and new value created.
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