Sociomateriality in the Creative Process in Advertising Agencies

Priscila Ricardo dos Santos da Silveira; José Edemir da Silva Anjo

doi:10.5020/2318-0722.2025.31.e16615

Autores

Priscila Ricardo dos Santos da Silveira Universidade Federal do Espírito Santo, Vitória, Espírito Santo, Brasil https://orcid.org/0000-0001-9564-7090
José Edemir da Silva Anjo Universidade Federal do Espírito Santo, Vitória, Espírito Santo, Brasil https://orcid.org/0000-0002-5989-1173

DOI:

https://doi.org/10.5020/2318-0722.2025.31.e16615

Palavras-chave:

sociomateriality, creative process, publicity agencies, creative industry

Resumo

Traditionally, studies on creativity have favored approaches centered on individual cognitive abilities or, more broadly, on social and environmental factors. The objective of this research was to analyze how aspects of sociomateriality shape the creative process in advertising agencies, a sector in which the phenomenon of creativity constitutes the core of organizational activities. Within the context of creative industries, the study starts from the understanding that advertising production involves not only individual skills but also continuous interactions between professionals, artifacts, digital technologies, and workspaces. This is a qualitative research study, employing participant observation in an advertising agency, with the activities of the creative department as the empirical reference. The results indicate that the creative solution emerges from a creative assemblage, constituted by humans and non-humans, which is articulated in a synthetic virtual world enabled, above all, by the intensive use of the internet and digital tools. By understanding creativity as a situated and relational practice, and by assuming the inseparability between humans and artifacts, this study contributes to a socio-material shift in creativity studies, broadening the understanding of the phenomenon beyond exclusively psychological or social perspectives. The study offers contributions to the field of creativity by highlighting how materiality enhances and shapes the creative process in everyday organizational life, strengthening the understanding of creativity as a socio-material practice.

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Tradução

Este artigo é uma tradução em English do artigo: Sociomaterialidade no processo criativo em agências de publicidade

Biografia do Autor

Priscila Ricardo dos Santos da Silveira, Universidade Federal do Espírito Santo, Vitória, Espírito Santo, Brasil

Graduada em Comunicação Social - Habilitação Publicidade e Propaganda pela Universidade Federal do Espírito Santo (2007), Mestre em Administração de Empresas pela Universidade Federal do Espírito Santo (2016) e Doutora em Administração pela UFES (2022).Tenho MBA em Gestão da Comunicação Estratégica pela Universidade de Vila Velha (2010), MBA em Gestão Estratégica de Marketing pela Universidade Federal do Espírito Santo (2013) e Pós-MBA em Comunicação e Marketing Digital pela FGV (MMurad, Vitória/ES, 2013).Tenho 14 anos de experiência em Gestão de Marketing e Comunicação, atuando desde 2007 em Departamentos de Marketing e Comunicação de organizações empresariais.

José Edemir da Silva Anjo, Universidade Federal do Espírito Santo, Vitória, Espírito Santo, Brasil

Pós-Doutor em Administração (2025) pelo Programa de Pós-Graduação em Administração da Universidade Federal do Espírito Santo (PPGAdm/UFES). Doutor em Administração (2023) pelo Programa de Pós-Graduação em Administração da Universidade Federal de Lavras (PPGA/UFLA), na linha Organizações, Gestão e Sociedade. Mestre em Administração (2019) pelo PPGAdm/UFES, na linha Práticas Organizacionais e Culturais. Especialista em Gestão Pública (2018) pela UFES. Especialista em Pedagogia Universitária (2021) pela Universidade Federal do Triângulo Mineiro (UFTM). Bacharel em Administração (2016) pela Universidade Federal de Alagoas (UFAL). Pesquisador do Grupo de Estudos em Criatividade e Inovação (GECI/UFES), do Núcleo de Estudos e Pesquisas em Gestão como Prática Social (NEGEP/UFLA) e Amazônida - Grupo de pesquisa, extensão e apoio ao desenvolvimento local na Amazônia Ocidental pela Universidade Federal de Rondônia (UNIR).

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