I have never been a fan of the terms ‘content creator’, ‘creatives’ or similar as found in job adverts. Recruiters and job classifiers seem set on making us feel there's a certain type of right-brain thinker who provides original ideas and artistic flair at the drop of a hat while the rest of us take up processing. Government education policy and rhetoric of recent years has encouraged this damaging view, and so I, for one, warmly welcome the attempts by the ISM, Campaign for the Arts and others to adjust the tone of debate and restore the balance between arts subjects and ‘core’ subjects taken at school.
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