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In The Invention of Creativity, cultural sociologist Andreas Reckwitz offers a fresh exploration of how creativity has evolved from a niche quality of avant-garde subcultures into a pervasive force in modern society. Once confined to artistic circles, the desire to innovate and express originality now shapes diverse sectors, influencing everything from the production of art and the dynamics of postmodern thought to the emergence of the creative industries and innovation economies. Reckwitz critically examines how the modern ideal of creativity has surged since the 1970s, becoming embedded in the psychology of self-improvement, media portrayals of creative figures, and the very design of urban spaces. Rather than viewing creativity as an innate talent, he argues that it is a construct shaped by the particular cultural and socio-economic forces of our time. The Invention of Creativity challenges conventional wisdom by revealing how our era is marked by profound and sometimes restrictive processes of social aestheticization, offering valuable insights for scholars and enthusiasts across cultural, social, and art history disciplines.
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