Social creativity : shifting perspectives

Abstract

Social creativity studies emerged from the parent discipline of Psychology. Typically, studies exploring social creativity view individuals and groups in relation to the context in which they operate with social interactions lying at the heart of such research. The present paper proposes a shift in perspective to how social creativity is perceived and interpreted. Shifting the perspective from one with foundations in psychology to one grounded in business and management, it becomes possible to perceive social creativity from a completely new viewpoint. In a similar way as in the field of entrepreneurship and innovation, the term creativity could be viewed from a more ‘humanitarian’ perspective. The term ‘social’ can be interpreted beyond its implications and assumptions emerging from psychology and instead refer to aspects instigating social change that may benefit society. Deliberately thinking about social creativity in terms of the common good for society could enhance possibilities to further explore this area of study. Glăveanu’s Five A’s of creativity will inform the exploration social creativity through a humanitarian lens.