Fra forlagets omtale: "Be creative! Contemporary society has seen an unprecedented rise in both the demand and desire to be creative, to bring something new into the world. Once the reserve of artistic subcultures, creativity has now become a universal model for culture. More than that, it has become an imperative. In this new book, cultural sociologist Andreas Reckwitz investigates how the ideal of creativity has grown into a major social force, from the art of the avant-garde and postmodernism to the 'creative industries' and the innovation economy, the psychology of creativity and self-growth, the media representation of creative stars and the urban design of 'creative cities'.