CourseContent

“Be Creative!”: This is the imperative of the late modern service industries under what has been termed an “aesthetic capitalism” (Reckwitz, 2017). In an economy where “creativity is the new form of capital” (Alloa, 2018), creativity as innovation involves the constant production of the new — of the next new thing on the market, new emotionally engaging experiences, new inspiring stories, new ways to optimize one’s lifestyle, and so on (Beyes & Metelmann, 2018). This intense call for the new has intensified the necessity to adapt to novel environments and process unfamiliar packages of information, which in turn stretches attention to its limit and turns it into a scarce resource.

In light of this dynamic environment, the pressing question becomes: How are creativity and attention connected and how are they organized? This question is the point of departure for this year’s European summer academy, in which we will explore different modes of organizing creativity and distributing attention within the ‘creative’ and ‘restless’ city of Berlin.

Participating students will come from five different European universities and business schools. Lecturers will introduce their perspectives from the fields of business and management, philosophy, psychology, theatre and performance studies. These diverse backgrounds allow us to explore multiple layers of the phenomena and use multiple perspectives to make sense of the ways in which creativity and attention are organized in today’s economy. Moreover, based on critical discussions, we will also begin to experiment with ways of intervening in and shaping the current dynamics.