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Why the capitalist definition of creativity is a contradiction in terms

Against Creativity
by Oli Mould
(Verso, £14.99)

WHO doesn’t like the idea of being creative? Making something that’s not been done before can be enjoyable and an escape from run-of-the-mill tasks. But, when even the most mundane job descriptions routinely include “the ability to be creative” among their list of desired attributes, something has clearly changed.

Modern-day capitalism has seemingly co-opted creativity, redesigned its definition and converted it into a buzzword for some of the worst aspects of neoliberalism. You couldn’t make that up.

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