Yay kaugalingon na hinimo, kinopya hurot. There is a big issue on originality at present. With information and concepts flourishing in any media portal, it seems that creativity is having its natural demise. Although others insist that they are doing original content, fact is, these contents are by-products of the trends and concepts created by some to have their tipping point. Commercial intentions are at the backbone of any trend or fad. Sometimes, there are outliers who just became accidentally become the talk of the town and are being copied by others. Yet, a lot is being tied to what is “in” and “how to be like you”.
In 1995, Steve Jobs was interviewed by Robert Cringely for the PBS documentary The Triumph of the Nerds. The future Apple CEO reflected on the notion that generating big ideas isn’t the same as bringing them to life in a valuable way. As he said, “There’s just a tremendous amount of craftsmanship in between a great idea and a great product.”
Content creation, according to conductor.com, is the process of identifying a new topic you want to write about, deciding which form you want the content to take, formalizing your strategy (keyword or otherwise), and then actually producing it.
From an outsider’s view, it can be easy to assume content creators simply generate imaginative ideas, write (or record) them, and then publish them as a blog post, email message, or other content piece. Yet, these “creators” are well-immersed with what tickles the mind of people. What ideas will sell and what concepts can resonate to the majority.
Then there came the pop culture’s so-called “influencers”. They are those who have the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience.
Over the last decade, we have seen social media grow rapidly in importance. According to the January 2019 “We Are Social” report, 3.484 billion people actively use social media - that's 45% of the world’s population. Inevitably these people look up to influencers in social media to guide them with their decision making.
Influencers in social media are people who have built a reputation for their knowledge and expertise on a specific topic. They make regular posts about that topic on their preferred social media channels and generate large followings of enthusiastic, engaged people who pay close attention to their views (influencermarketinghub.com, 2021).
This is where creativity is at risk. Why think of something else when almost everything is given to us directly complete with the presentations that we prefer? Why read a book and commune with the creative minds of the writers when there are digested reviews for us? Why think of a new topic or create a new theory when almost all can be found using search engines?
Creativity allows us to view and solve problems more openly and with innovation. Creativity opens the mind. A society that has lost touch with its creative side is an imprisoned society, in that generations of people may be closed minded. It broadens our perspectives and can help us overcome prejudices (Carson, 2018).
Neuroscientists who study creativity have found that creativity does not involve a single brain region or even a single side of the brain, as the “right brain” myth of creativity suggests; instead, it draws on the whole brain. This complex process consists of many interacting cognitive systems (both conscious and unconscious) and emotions, with different brain regions recruited to handle each task and to work together as a team to get the job done.
Creativity is being tickled by a stimulus then a concept can be done. With this mindset, the mind works in a wide dimension and it starts to formulate, design and allow the concepts to be materialized. Influences can be there but the original mind creates its own product- an outcome considered as something novel, something new. It is not “copying” everything from the original concept and be dense enough to claim them their own.
Researchers think that, rather than making our living as innovators, human beings survive and thrive precisely because we don’t think for ourselves. Instead, people cope with challenging climates and ecological contexts by carefully copying others – especially those we respect. Instead of Homo sapiens, or “man the knower,” we’re really Homo imitans: “man the imitator.”
Studies indicate that those of lower education levels tend to copy those with higher education levels. It is hypothesized that this happens because they are trying to learn from those with more knowledge and experience than them. Copying someone with more knowledge can also help them to get further in the workplace. They may pick up some valuable skills they had no idea were crucial in your field of work.
But what would be imitated if no one creates? What will happen to the society when all people have to do is to copy and imitate what is happening around them?
Why is creativity important in everyday life? Betsy Roe (2012) said: It is because it makes life infinitely interesting and fulfilling. Creativity is a way of living life that embraces originality and makes unique connections between seemingly disparate ideas. Creativity’s by-products are some of the major achievements of civilization–from the invention of the wheel to Mozart’s sonatas.
It is difficult to create something but we have to. Else, what is there to be excited about?
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