Starter Task• In your groups:

1. Define what creative is.

2. Define what creative isn’t.

3. Identify three ways in which the digital technologies you have used have allowed you to be creative.

Unit G325: Theoretical Evaluation

Of ProductionCreativity

Session Aims• What are you learning today?

– The aim of this session is to introduce you to theories of creativity and discuss the ways in which you demonstrated creativity in your project work.

• What must you be able to do by the end of the lesson?

– You must be able to explain how your creativity developed from your AS Preliminary Task to your A2 Ancillary Tasks.

• Why are you doing this?

– This will allow you to answer Question 1a), Section A – Theoretical Evaluation of Production, which is part of Unit G325: Critical Perspectives In Media.

• How will I demonstrate what I have learned?

– As homework, you will be tasked with applying what you have learned to your AS Foundation Portfolio coursework in the form of a 2000 word essay.

What is Creativity?• “The making of the new and the rearranging of

the old” (Bentley, 1997).

What is Creativity?• According to Bentley’s definition of creativity does the

work you produced for your AS and A2 projects count as creativity?

• Explain why/why not?• You have two minutes to complete this task.

What is Creativity?• The creation of bringing something new into

existence• “…this particular understanding of creativity

involves the physical making of something, leading to some form of communication, expression or revelation”. (David Gauntlett 2003)

What is Creativity?• Creativity involves thinking or behaving imaginatively .• The imaginative activity is purposeful – set against or

defined by a meaningful objective.• The processes must generate something original.• Paul Roberts (2006)

What is Creativity?• According to Gauntlett’s definition of creativity does the work

you produced for your AS and A2 projects count as creativity?• According to Robert’s definition of creativity does the work you

produced for your AS and A2 projects count as creativity?• Explain why/why not?• You have five minutes to complete this task.

Creativity and the Set Brief• Did your set briefs allow you to be creative? If so how?• Did the set briefs limit or constrain your creativity? If not,

why not?

– You could talk about media language – how did you use generic conventions/microelements to be creative?

– Did you expand upon, or consciously reject generic conventions?

Creativity and Technology.•“If creativity is not inherent in human mental powers and is, in fact, social and situational, then technological developments may well be linked to advances in the creativity of individual users” •(Banaji, Burn and Buckingham, 2006).

Homework Assignment• “Digital technology turns media consumers into

media producers.” In your own experience, how has your creativity developed through using digital technology to complete your coursework productions?

• Refer to specific and detailed examples from your products.• Remember the focus of this question is your skills

development from AS to A2.• Use as much media theory and terminology as possible.• 2000 words minimum.• Post this work to your blog.

Plenary• Explain how your creativity developed from AS to

A2.• Or…• Explain why your creativity didn’t develop from

AS to A2.• (If you have time left write an essay plan for your homework

assignment).

What am I doing next lesson?

• Research and Planning.– This will allow you to answer Question 1a), Section A – Theoretical

Evaluation of Production, which is part of Unit G325: Critical Perspectives In Media.