Handbook of Research on Creativity
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Handbook of Research on Creativity

Edited by Kerry Thomas and Janet Chan

In this timely work, creativity is not defined by an ideal, rather it encompasses a range of theories, functions, characteristics, processes, products and practices that are associated with the generation of novel and useful outcomes suited to particular social, cultural and political contexts. Chapters present original research by international scholars from a wide range of disciplines including history, sociology, psychology, philosophy, cultural studies, education, economics and interdisciplinary studies. Their research investigates creativity in diverse fields including art, creative industries, aesthetics, design, new media, music, arts education, science, engineering and technology.
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Chapter 7: Creativity as designer capitalism: Deleuze|Guattarian interventions

jan jagodzinski


Creativity in whatever form it is practiced today is embedded within a society of control—what I have characterized as designer capitalism (jagodzinski, 2010). It is well known that the immaterial labor of the ‘creative industries’ drives entertainment and technological innovation. Designer companies, to remain competitive and keep their brand ‘alive,’ need recognizable human faces as their CEOs, like the late Steven Jobs of Apple, with his edgy and performative style, or the flamboyant extreme-sport enthusiast Sir Richard Branson CEO of Virgin Group. Design has become all pervasive in control societies to the point where the oxymoron mass customization now appears plausible. For anyone who has had the (dis)pleasure of selecting bathroom furniture (mirror, washbasin, toilet) by walking into a specialty store, the stacks of designer magazines that one walks away with is absolutely staggering: bathroom porn, some call it. Even IKEA, the poor man’s affordable design, can be overwhelming. Design as control, in terms of what is possible, is intimately related.

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