TY - JOUR
TI - Homo creativum – mit kreatywności w agencjach reklamowych
AU - Golonka, Katarzyna
TI - Homo creativum – mit kreatywności w agencjach reklamowych
AB - 
	During the economization of culture and the culturisation of the economy, creativity in the advertising industry has become a myth. The subject of this dissertation is a “discoursive oversweetening” resulting from the desire to raise the prestige of the so-called creative sector. The dissertation confronts mythical stories with the opinions presented by employees of Polish advertising agencies in accordance with the paradigm of radical humanism.

	The empirical part of the dissertation includes fourteen individual in-depth interviews with selected employees of the advertising industry. The collected research material allows to reveal problems, blockades and shortcomings in the aspect of behavior and pro-creative and pro-innovative attitudes. By immersing research in the perspective of Critical Management Studies, a holistic analysis of the phenomenon of creativity in the advertising industry will be carried out.
VL - 2019
IS - Tom 7, Numer 1
PY - 2019
C1 - 2354-0214
SP - 45
EP - 59
DO - 10.4467/23540214ZM.19.004.10775
UR - https://ejournals.eu/czasopismo/zarzadzanie-mediami/artykul/homo-creativum-mit-kreatywnosci-w-agencjach-reklamowych
KW - Kreatywność
KW - agencja reklamowa
KW - dyskursywne przesłodzenie
KW - mit kreatywności
KW - zarządzanie humanistyczne