Roles in the creative production: Understanding the underlying dynamics of creative identity and motivation within different creative roles

Marianne Bertelsen

Student thesis: Master thesis


Recent theories within the field of creative industries deal from differing perspectives with the challenges of balancing the characteristics of the creative employee, as in e.g. a strong need for autonomy and professional challenge, with the economic and commercial context of the creative production, without negatively affecting the employees‟ motivation and creative performance. Through a field-study in the design company Designit I identified different creative roles in the creative production, beyond what some researcher would define as the stereo-type creative role. Besides taking on different tasks and areas of responsibility in the creative production it appeared that these creative employees also, differed on areas such as their need for autonomy and challenge and the level of their creative ambition and attitude towards the economic commercial aspects of the creative production. On this account, the thesis explores the following research question „How does the intensity in creative identity influence the motivational characteristics and hereby the posibilities and challenges of delegating responsibility-areas of commercial value to differing creative roles?‟ Building my research on a critical realist stance, the purpose of this thesis is to identify the underlying dynamics and mechanisms of the social structures in the creative organization at Designit. With the purpose of the results of the research and analysis to be of relevance to other creative companies who are also struggling with balancing the elements of the creative production described above and the seemingly opposing creative and commercial logics and values herein. Through analyses and discussion I will unfold how the different creative roles at Designit differ on creative identity and motivational characteristics and how such differences can be related to group dynamics within the group of creative employees. Furthermore what these factors, combined with the perspectives of adaptive preferences, mean for the possibility of delegating responsibility of commercial value to the different creative roles. And in continuation hereof gain insight into the identifying, understanding and managing of creative roles with differing motivational characteristics. Upon the analysis and discussion of this thesis, it is concluded that the different creative roles at Designit differ in the intensity of their creative identity and hereby in their motivational characteristics. Furthermore group dynamics can be defined as relevant social structures in terms of understanding the differing roles and the underlying mechanisms of identity and motivation. Building upon this, the perspectives of adaptive preferences gives additional insight into the possibility of delegating responsibility-areas of commercial value. Hereby gaining the sought for insight into identifying, understanding and managing creative roles with differing motivational characteristics.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
Publication date2010
Number of pages73