Creativity

Creativity has become a critical component in contemporary politics and political communication, especially in the era of digital and social media, as well as the 24/7 news cycle that dominates the global media and political landscape. This piece provides a conceptual definition of creativity and explains how it is understood in capitalist societies relative to traditional and religious polities. It also gives a brief historical background on how creativity effectively developed both aesthetically and scientifically, enabling it to be readily utilized in the modern political domain. Examples of creativity in political communication, such as techniques of political persuasion and image-making, including the role of ‘spin-doctors’, are presented here. The key premise is that creativity – for better or worse – has become a critical element in contemporary political communication.