ABSTRACT

This chapter begins with a consideration of the nature of the alternatives and in particular, the potential revision of the concept of creativity offered by these models. It considers the critical concern will be strategies in use and consumption read through the accountability and action of consumers. The intersection of creative use and indeed creative alternatives can be materialised, arguably, in the brand. The negotiation of self is to negotiate the division of labour, this dispossession from the creative work, and this relegation of the user to passivity. In the software model, the supposed risk of creativity may be countered by the perceived certainty that copyright protection promises through these rewards and conferral of control upon the "corporate author" of material. Taking into account the power of branding, and the assertions of creativity in trade marks, it is possible to appropriate what at first may seem to be a disconcerting narrative on commercial intrusions into systems designed to protect creativity.