Sociomaterialidade no Processo Criativo em Agências de Publicidade

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

doi:10.5020/2318-0722.2025.31.e15823

Authors

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.e15823

Keywords:

sociomateriality, creative process, advertising agencies, creative industries

Abstract

Traditionally, studies on creativity have emphasized approaches centered on individual cognitive abilities or, more broadly, on social and environmental factors. This study aimed to examine how sociomaterial aspects shape the creative process in advertising agencies, a sector in which creativity constitutes the core of organizational activities. Situated within the context of the creative industries, the study is grounded in the understanding that advertising production involves not only individual skills but also continuous interactions among professionals, artifacts, digital technologies, and workspaces. This is a qualitative study, based on participant observation conducted in an advertising agency, with the activities of the creative department serving as the empirical reference. The findings indicate that creative solutions emerge from a creative assemblage composed of human and non-human elements, articulated within a virtual synthetic world enabled primarily by the intensive use of the internet and digital tools. By conceptualizing creativity as a situated and relational practice, and by assuming the inseparability of humans and artifacts, this study contributes to a sociomaterial turn in creativity research, extending the understanding of the phenomenon beyond exclusively psychological or social perspectives. The study offers contributions to the field by demonstrating how materiality enhances and shapes the creative process in everyday organizational contexts, reinforcing the view of creativity as a sociomaterial practice.

Downloads

Download data is not yet available.

Translations of this article

Sociomateriality in the Creative Process of Advertising Agencies (English)

Author Biographies

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).

References

Angrosimo, M. (2007). Doing Ethnographic and Observational Research. London, Thousand Oaks, New Delhi: Sage Publications.

Bernardin, T., & P. Kemp-Robertson. 2008. “ Envisioning the future of advertising

creativity research: alternative perspectives.” Journal of Advertising 37(4): 131-150.

Cavedon, N. R. Antropologia para administradores. Porto Alegre: UFRGS, 2003

Chen, J. & Adamson, C. (2015) Innovation: Integration of Random Variation and Creative Synthesis. Academy of Management Review, Vol. 40, No. 3, 461–473.

Coole, D. & Frost, S. (2010). Introduction the new materialism. In: Coole, D. and Frost, S(eds). New Materialism: Ontology, agency and Politcs: Duke University Press, p. 1- 14.

Cropley, A. (2006) ‘Creativity: A Social Approach’, Roeper Review 28(3): 125–30

Dahlén, M., S. Rosengren, & F. Törn. 2008. “Advertising creativity matters.” Journal of Advertising Research 48(3): 392-403.

Dameron, S., Lê, J. K., & LeBaron, C. (2015). Materializing strategy and strategizing material: Why matter matters. British Journal of Management, 26(1), 1-12.

Denzin, N. K. & Lincoln, Y. S. Introdução: a disciplina e a prática da pesquisa qualitativa. In: Denzin, N. K.; Lincoln, Y. S (Orgs.) O planejamento da pesquisa qualitativa: teorias e abordagens. Porto Alegre: Artmed, 2006. p. 15-41.

Duff, C. & Sumartojo, S. (2017). Assemblages of creativity: Material practices in the creative economy. Organization, p. 1-15.

Dunne, D. D. & Dougherty, D. (2011). Organizing for Change, Innovation, and Creativity. In: Munford, M. D. Handbook of Organizational Creativity. Oklahoma: Elsevier, 2011, p. 569-583.

Gane, N. Posthuman. Theory Culture Society, v.23, n. 2/3, p.431-434, 2006. Gibbs, G. Análise de dados qualitativos. Porto Alegre: Artmed, 2009.

Harvey, S. (2014). Creative synthesis: exploring the process of extraordinary group creativity. Academy of Management Review, 39(3): 324–343.

Islam, G.; Endrissat, N.; Noppeney, C. (2016). Beyond ‘the Eye’ of the Beholder: Scent

innovation through analogical reconfiguration, Organization Studies, 37(6), 769–795.

Jones. C, Svejenova, S., Pedersen, J. S., & Townley, B. (2016). Misfits, Mavericks and Mainstreams: Drivers of Innovation in the Creative Industries. Organization Studies, Vol. 37(6) 751–768.

Leonardi, P. M. (2013). Theoretical foundations for the study of sociomateriality.

Information and Organization, 23, 59–76.

Moeran, B. & Christensen, B. T. (2013). Exploring Creativity: evaluative Practices in Innovation, Design, and Arts. New York: Cambridge.

Munford, M. D., Hester, K. S. & Robledo I. C. (2011). Creativity in Organizations: Importance and Approaches. In: Munford, M. D. Handbook of Organizational Creativity. Oklahoma: Elsevier, 2011, p. 3-16.

Orligowiski, W. J, & Scott, S. V. (2008). Sociomateriality: Challenging the Separation of Technology, Work and Organization. The Academy of Management Annals. Vol. 2, No. 1, 433–474

Orlikowski, W. J. (2007). Sociomaterial Practices: Exploring Technology at Work.

Organization Studies, 28(9), 1435-1448.

Orlikowski, W. J. (2010) - The sociomateriality of organisational life: considering technology in management research. Cambridge Journal of Economics, 34, 125–141

Rantisi, N. M.; Leslie, D. (2010). Materiality and creative production: the case of the Mile End neighborhood in Montreal, Environment and Planning A, 42, 2824-2841.

Richardson, R. J. Pesquisa Social: métodos e técnicas. São Paulo: Atlas. 2007

Scott & Orlikowski (2014). Entanglements in practice: performing anonymity through social media. MIS Quarterly Vol. 38 No. 3, pp. 873-893.

Spradley, J. P. (1979). The Ethnographic Interview. Belmont, CA: Wadsworth Group & Thomson Learning.

Stuhlfaut, M. W., & C. Y. Yoo. 2013. “ A tool for evaluating advertising concepts: Desirable characteristics as viewed by creative practitioners.” Journal of Marketing Communications 19 (2): 81-97.

Triviños, A. N. S. Introdução à pesquisa em ciências sociais: a pesquisa qualitativa em educação. São Paulo: Atlas, 2012.

Tanggaard, L. (2012). The sociomateriality of creativity in everyday life, Culture & Psychology, 19(1), 20–32.

Turnbull S. & C. Wheeler (2017). The advertising creative process: A study of UK agencies. Journal of Marketing Communications, 23(2).

Woodman, R. W., Sawyer, J. E & Griffin, R. W. (1993). Toward a theory od organizational creativity. Academy of Management Review, Vol. 18, No, 2. 293-321.

Yanow, D. Organizational ethnography between toolbox and world making. Journal of Organizational Ethnography, vol. 1, n. 1, p. 31-42, 2012.