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This article describes how a political assemblage currently at work in higher education is re-articulating academic subjectivities. This assemblage draws together entrepreneurial and humanist concepts of creativity into an intellectual resource that can change national economies. Academics are urged to use their creativity to counteract the narrowing funding base of the university. The article first introduces a history of the concept of creativity and explains how governmental agendas for creative industry and creativity in education emerged. Second, it describes a practice-based research project that grapples with the difficulties of knowledge transfer between the ‘creative’ and ‘social science’ academic disciplines. This raises questions about creative knowledge and reveals some ethical tensions in the performance of academic research. The research project is then positioned as a ‘counter-conduct’, used to short-circuit the procedures implemented for the conduct of creative research in the creative, entrepreneurial university.
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