Abstract
Discourses around standardization and identity formation forestall alternative approaches to creative practice. Changes do happen, however, through pervasive attitudinal shifts articulated in rhetoric. Drawing on the social science research into economic history and choice-based cultural evolution, this essay discusses changes to the notion of conflict and closure in the creative industries. These changes are argued to be provoked by the idea of a choice-based coevolution, that is echoed by many in discourses surrounding practice.
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