Creativity has become a key competence in society. In some way we all are expected to unleash our creativity, and we blame those who fail to do so. However, this approach misses the point that there can be no universal solution for more creativity.
The bachelor thesis deals with the factors that have contributed to the trend of normalizing creative competences. To what extent did especially the subcultures of the 1960s and 70s influence the social aestheticization?
The do-it-yourself culture is taken as an example of the paradoxes of aestheticization. In our contemporary culture and the media, „Do it Yourself“ has become a trend that promises creativity and individuality on the one hand, but is also subject to being commercialized by capitalism on the other.