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It is hard to avoid the term'creativity'. It is one of the most used, and abused, terms in the modern lexicon. It comes laden with a host of meanings, connotations and applications which are regularly imported into a range of varying discourses, institutions and settings. The term is habitually used in the media and entertainment industries, and endlessly promulgated by their accompanying publicity and critical (or not-so-critical) commentary. In any newspaper or magazine we pick up, we are able to read about the creative work or abilities of film directors, actresses, novelists, musicians, singers and all manner of celebrities. Now a staple byword of the discourse of advertising, we are told about creative promotions and campaigns, and about personnel awarded for their'creative'contributions to the industry. The term is used at one moment by teachers in their encouragement of children to express themselves, expand and …