Who wants to be creative? A qualitative study of the imaginaries and expectations of university students regarding creativity and the creative profession

Abstract

This study explores the imaginaries and expectations around the creative profession from the perspective of university students. It is a qualitative exploratory case study, based on an open questionnaire answered by 273 people currently studying for a Bachelor's Degree in Communication or a Bachelor's Degree in Design at the Universitat Oberta de Catalunya (UOC). Through a thematic analysis of the data collected, in this communication we address and discuss three major issues: the beliefs, values and perceptions of students about what creativity is; their expectations about creative work; and their knowledge and concerns about working conditions in the creative industries.