KREATIFITAS BERORIENTASI PASAR

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Dalam konteks kreatifitas berorientasi pasar, maka “karya” dari sang creator harus diberi label dan elemen-elemen yang seringkali dimanipulasi untuk dapat ditempatkan sebagai “produk”. Karya itu akhirnya menjadi produk. Dia harus mampu menyediakan wilayah, ruang dan mekanisme bagi terjadinya pembaharuan (innovativeness) yang dapat dijual dan mendapat “tempat” di benak pasar dan mampu “dipertukarkan” karena dengan demikian akan menjadi “energi” bagi daur hidup kreatifitas itu sendiri. Bentuknya semacam kreatifitas mekanistis karena kreatifitas dapat dengan cepat dan mudah dilakukan (oleh siapapun), selalu me-review (to review), merevisi (to revise), melengkapi (to complete) feature dan versi sebelumnya. Kreatifitas hanya sanggup “bermain-main” dalam persoalan memecah dan merangkai, merusak dan memperbaiki. Tidak heran jika muncul pesimisme kreatifitas pasar karena selalu memproduksi nilai-nilai yang merusak (destructive values). Oleh karena itu yang dikerjakan oleh kreatifitas model ini adalah memperbaiki nilai-nilai yang merusak tersebut. Energi kreatifitas yang berorientasi pasar adalah pasar itu sendiri. Selama ada pasar maka disitu ada energi bagi kreatifitas. Kreatifitas akan “mati” karena kehabisan “energi” apabila ditinggalkan oleh pasar. (ign_heri_sw/April_2011)

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