Creative Selves? Critically Reading 'Creativity' in Management Discourse

In broad terms the critical tradition in organization studies (Marsden & Townley, 1996) is concerned with understanding and questioning the elaboration of power relations in worksites, particularly as they induce oppressive and exploitative practices. This paper begins by outlining some of the key features of what might be regarded as a traditional critical reading of creativity in work organizations. This initial discussion is presented via an analysis of two texts from Fortune magazine's account of the performance of Apple CEO Steve Jobs. Without dealing in detail with some of the problematics and limitations of these approaches, the paper then outlines the key features of a Foucauldian critical discourse approach to the analysis of creativity. The discussion proceeds to identify key features of such an account. These include the position of academic experts as agents of knowledge in the production of 'creativity', the organizational prescriptions and devices used to visualize and normalize 'creative' managers and professionals, and the ontological and epistemological tradition that is drawn on in the production of both the agents of knowledge of creativity and the devices that identify, classify and regulate 'creativity' with respect to managing and organizing workplaces. Using the term 'economy of identity', the concluding section discusses the implications of this approach, including the oppressive and exploitative dimensions of 'creativity'