ABSTRACT
This chapter examines the concept of creativity and focuses on changes in developing creativity in education. Creativity involves generation, variation and originality of ideas and approaches. The chapter provides a diverse range of creative approaches to teaching literacy. It discusses the impact of multimodal texts, including the moving image. The chapter explains the role of popular culture in promoting literacy development. It presents examples of creative approaches to teaching literacy and their impact across the primary age range. The chapter explores the different ways in which picture books support children's understanding of text and find examples that match. Picture books illustrate the power of the visual image to aid people enjoyment and understanding of texts. The chapter includes the use of screen-based text, visual literacy, the moving image and popular culture. Popular culture, including computer games, comics, toys and popular music, can act as a springboard into motivational literacy experiences.
