"Against Creativity" by Oli Mould presents a critical examination of how creativity is perceived and utilized in contemporary society. Mould challenges the conventional celebration of creativity, arguing that it has been co-opted by neoliberal agendas to serve economic growth and maintain societal inequalities, rather than fostering genuine innovation or collective well-being¿¿¿¿.
Mould traces the evolution of creativity from a divine attribute in ancient cultures to an individual trait celebrated in modern times. However, he contends that the modern emphasis on creativity, especially in the context of urban development and the creative industries, has led to gentrification and the reinforcement of class divides. He critiques the notion of "creative cities" as spaces that primarily cater to the young, affluent elite, often at the expense of existing communities¿¿¿¿.
The book delves into the implications of the "always-on" work culture prevalent among today's creative class, highlighting how the blurring of work and leisure has eroded work-life balance. Mould also discusses the role of technology in shaping creative practices, arguing that it often promotes consumption over genuine creative expression¿¿.
In a broader sense, Mould calls for a redefinition of creativity that prioritizes radical and collective forms of creativity over individualistic and market-driven outputs. He advocates for creativity that challenges the status quo, suggesting that true innovation comes from creative practices that aim to disrupt conventional consumption patterns and promote social justice¿¿.
"Against Creativity" is a thought-provoking read that invites readers to critically reflect on the societal implications of how creativity is defined and valued. It suggests that for creativity to genuinely contribute to societal well-being, it must be reimagined in a way that transcends neoliberal confines and fosters collective flourishing.
