- Creativity applied to advertising.
- Creativity applied to the cinema.
- Creativity applied to journalism.
- Creativity applied to digital communication.
- Creativity applied to video games.
- Creativity applied to cultural management.
- Creativity applied to art and applied arts.
- Creativity applied to new technologies.
The profound changes which modern-day societies are seeing, in terms of the ways they communicate, have redefined human creativity and innovation as essential tools for the transmission of knowledge. This new perspective has inevitably been transferred to the field of Audiovisual Communication – principally to the cinema, to photography, multimedia languages and image synthesis, as well as to radio, television, comics and posters, to advertising, journalism, videogames, to the audiovisual economy and promotion, and to cultural management, new technologies, art and the applied arts.
This move towards a new age in communication is perceived as a limitless field as far as creative and innovative possibilities are concerned. In the case of the former- science and the humanities- which are accepted as the bifurcations of knowledge, they complement each other in the search for creativity; in the latter, they also share the same origin in their innovative efforts (Wilson, 2018). In this sense, the critical approach about the strategic value that innovation acquires in the current environment, leads us to rethink the modalities of narrative discourse and to explore novel forms of relationship, interaction and interconnection in areas of contemporary communication.
Conversely, creativity has been democratised in its scope, making the majority of individuals regard it as something usual in their biographical narratives (Sánchez Capdequí, 2017). Likewise, Unesco (2017) in its report ‘Protecting Heritage and Fostering Creativity’ highlights that in the interconnected world in which we live, creativity contributes to the building of open, inclusive and pluralistic societies, noting also that cultural agreements are an added value option for the promotion of creativity, innovation and the emergence of dynamic cultural sectors.
This latest Congress proposes that we investigate not only the scope of these issues, but also that we reflect upon the multidimensional roles which innovation, art and creativity represent for communication, as an imminent progression of adjustments, within a context which is in a permanent state of transformation.