‘Resisting Creativity, Creating the New’. A Deleuzian Perspective on Creativity

Create/Innovate or die. This is the taken‐for‐granted ‘truth’ in the social, political and economic context in which we currently live. In fact, so accepted is this mantra that criticism seems foolish; mere evidence of the entrenched conservatism that needs to be challenged. This article posits an alternative view of creativity, drawing in particular on the thinking of the philosopher Gilles Deleuze. The writing of Deleuze is used to explore our understanding of creativity, in terms of what ‘creativity’ is (and what it is not), and the destructive (and sometimes pointless) nature of creativity. In doing so it is hoped that this article challenges clichéd representations of ‘creativity’, the typical ‘creativity is wonderful and we need a lot more of it . . .’ type arguments and assist scholars to become more creative (or at least more reflective) in their own practice.