Abstract

CARVALHO, João Benício dos Santos Chequer; PEREIRA-GUIZZO, Camila de Sousa  and  FIGUEIREDO, Paulo Soares. Bases of power and work environment for creativity in advertising and propaganda agencies. Rev. Psicol., Organ. Trab. [online]. 2022, vol.22, n.2, pp. 1993-2001. ISSN 1984-6657.  http://dx.doi.org/10.5935/rpot/2022.2.22049.

In spite of the fact that there is broad literature on the creativity in advertising and propaganda agencies, several studies concentrate on the features of the product or the professionals who work in these sectors rather than on the context of these businesses. Management and power practices have a relevant role in promoting a creativity-prone work environment. This study delved into the relationship between power bases and factors of the creative work environment and the characteristics of the context in which these variables are performed in these businesses, by interviewing 35 staff and two supervisors. Outcomes indicate that Power of Expertise was the most recurring, while Power of Coercion presented low mean values. These two power bases presented more correlations with the factors of the work environment, and Power of Coercion was negatively correlated with most factors. The context in which power bases and work environments favorable to creativity are perceived in these companies is discussed.

Keywords : power bases; creativity; advertising and propaganda agencies.

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