COMMUNICATION OF CREATIVENESS IN BUSINESS MEDIA
Authors: Sederevičiūtė-Pačiauskienė Živilė , Adomaitytė Gintarė , Žilinskaitė-Vytienė Viktorija , Navickienė Vida , Valantinaitė Ilona 
Published: October 2018

Creativity has been traditionally associated and even identified with artistry. However, it is being perceived as an impetus for the development of leadership and technologies innovation, and is characteristic of activities that for long have not been recognized creative. The current article presents results of the quantitative content analysis of the Business News (in Lithuanian Verslo žinios) daily business newspaper of Lithuania. The instances of the creativity concept and its synonyms use, i.e. novelty, modernity and originality, in the Lithuanian daily newspaper texts, published in 1994–2017, were calculated. The context in which these words were mentioned has been analyzed. The research results demonstrate the consistent increase in the use of the creativity concept and the related notions in texts from the chosen period. At the beginning of the period under examination, the analyzed concepts were employed in the fields traditionally related to creation and arts, such as fine arts, fashion, interior design, and advertising. Later, these concepts have entered the fields of civil engineering and information technology, i.e. the fields that had been based on knowledge and skills. Moreover, creativity notions have been used to describe inter-sectoral areas that are often initiated by project based activities. Creativity has linked entrepreneurship, information technology, innovations, and culture, and has gradually become important in texts, describing politics, education and science. The fields that had traditionally been perceived creative, have now been transformed and changed the concept of creativity, expanding the diversity of creative activities by merging them. It was found that the importance of the perception of creativity in the society, analyzed through the media content, changed in 2003, 2007, and 2014, when creativity became crucial not only in activities traditionally related with arts, but also in business, leadership, information technology, and technology sectors, and has promoted interdisciplinarity, collaboration among sectors, as well as the pursuit of novelty, utility, and applicability. Santrauka Viena vertus, kūrybiškumas tradiciškai siejamas ar netgi tapatinamas su meniškumu, kita vertus, suvokiamas kaip inovacijų, lyderystės, technologijų raidos stimulas, būdingas veiklos rūšims, ilgą laiką nesuvoktoms kaip kūrybiškoms. Straipsnyje pateikiami verslo dienraščio kiekybinės turinio analizės rezultatai. 1994–2017 metų Lietuvos dienraščio tekstuose buvo suskaičiuotos kūrybiškumo sąvokos ir jo sinonimai – naujumas, modernumas ir originalumas. Lietuviškas dienraštis Verslo žinios buvo pasirinktas medijų turinio analizei, kiekviename jo numeryje buvo suskaičiuotos visos kūrybiškumo ir jo sinonimų sąvokos. Tyrimo rezultatai rodo nuoseklų kūrybiškumo ir su juo susijusių sąvokų vartojimo augimą tekstuose visu tiriamuoju laikotarpiu. Laikotarpio pradžioje sąvokos buvo vartojamos tik su kūryba ir menu tradiciškai siejamose srityse, tokiose kaip dailė, mada, interjeras, reklama. Vėliau sąvokų vartojimas paplito srityse, kuriose anksčiau reikėjo tik žinių ir įgūdžių – statyboje, informacijos technologijose. Kūrybiškumas pradėtas įžvelgti aprašant tarpsektorines sritis, kurios neretai startavo pasitelkiant projektinę veiklą. Kūrybiškumas susiejo verslumą, informacijos technologijas, inovacijas ir kultūrą. Palaipsniui kūrybiškumas tapo svarbus politiką, švietimą ir mokslą aprašančiuose tekstuose. Sritys, kurios tradiciškai buvo suvokiamos kaip kūrybiškos, ėmė transformuotis, keisdamos ne tik kūrybiškumo sampratą, bet ir didindamos kūrybiškos veiklos rūšių spektrą bei jų susivienijimą / suliejimą tarpusavyje. Kūrybiškumo svarbos visuomenėje suvokimas, analizuotas per medijų turinį, pakito 2003, 2007 ir 2014 metais, kūrybiškumui tampant esminiu ne tik tradiciškai su menu siejamoje veikloje, bet ir versle, lyderystėje, informacijos ir kitų technologijų srityse, skatinant tarpdiscipliniškumą, tarpsektorinį bendradarbiavimą bei naujumo, naudingumo ir pritaikomumo siekimą.