Abstract
ABSTRACT The present study explored the public conceptualization of creativity on Twitter through co-listed hashtags associated with #creativity in a million tweets. Exploratory Graph Analysis was used to identify a network of semantic clusters, and a pre-trained language model yielded the sentiment of the underlying tweets. The semantic clusters reflect well-known everyday creative domains focused on visual and digital arts, storytelling, and handicraft. Other clusters paid tribute to the role of mind-sets, teams, and imagination, feature business and innovation, and stress the importance of creativity for mental health. In addition, we compared the resulting network to one of #innovation, which had a higher prevalence of technological clusters relating to areas of digital transformation. Both networks are vastly positive, suggesting that the exhibition of potential and success outweighs tweeting about obstacles and failure. Our study provides a bottom-up socio-cultural snapshot of lay conceptualizations of creativity, highlighting commonalities and differences with theorized conceptualizations.
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