Svetimžodis „kreatyvus, -i“ ir jo vediniai: reikšmės ir atitikmenys

ROBERTAS STUNŽINAS Institute of the Lithuanian Language THE LOANWORD KREATYVUS, -I AND ITS DERIVATIVES: MEANINGS AND EQUIVALENTS KEYWORDS: creativity, creative society, creative, ingenious. In the fourth volume of Language Advice, the word kreatyvas is regarded as an inadmissible foreignism, and the standard equivalents kūrinys, kūryba and kūrybininkas are recommended (KP 4 2013: 41). In colloquial, journalistic, and scholarly texts, one can find instances of the use of a related loanword—the adjective kreatyvus—and its hybrid derivatives kreatyvinis, kreatyviškas. These adjectives are used quite frequently¹; their status has not yet been defined, their standard equivalents are unclear, they are used with more than one meaning, and they compete with several equivalents. This article describes the contexts in which the adjectives kreatyvus, kreatyvinis and kreatyviškas are used, and identifies their meanings and equivalents. The material was collected from electronic and printed texts in various styles; in total, more than 70 instances of the adjective kreatyvus and its equivalents are examined. The emergence of the adjective kreatyvus, -i, of Latin origin² and probably introduced via English (cf. English creative), and its derivatives kreatyvinis, -ė; kreatyviškas, -a, as well as Lithuanian equivalents, is associated with a contemporary understanding of creativity, creative ability. Creative ability (cf. English creativity) is understood not only as the ability to create works of art or do something new in science and technology, but also as the generation of new ideas, a necessity for social and economic life, and one of the most important educational aims. In sociologist Richard Florida’s theory of the creative class (English creative class) or the creative society³ (English creative society), it is argued that the creative class consists of people whose creative work generates economic value and contributes to economic prosperity and to the economic growth of society and the state. According to the concept of a creative society, creative professionals include not only artists and writers, but also lecturers, advertisers, television or radio programme creators or hosts, and performers of songs, shows, or circus acts. Creative professionals include innovators, inventors, architects, engineers (technical creativity), financiers, managers, and doctors—in short, everyone who needs creative solutions (for more, see Kačerauskas 2014a: 156–157). The loanwords under consideration are used in reference to various things, and the concepts of the creative society (class) should be mentioned first. The adjectives kreatyvus, -i; kreatyvinis, -ė describe a group of creative, ingenious people or a whole, for example: 1 For example, the search engine Google returns more than 6,000 instances of the adjective kreatyvus, -i in use. The figures are approximate and do not take into account certain features of the search engine. 2 Plg. creo, creare, creāvi, creātum – „(su)kurti“ (žr. Kuzavinis 1996: 206). 3 The genitive form of the noun is also used: creative society. BENDRINĖ KALBA | 88 (2015) www.bendrinekalba.lt ISSN 2351-7204 ROBERTAS STUNŽINAS. Svetimžodis kreatyvus, -i ir jo vediniai: reikšmės ir atitikmenys | 2 Insights into the new sociocultural reality of orientation are analyzed in the book by American sociologist R. Florida, “The Creative Class: People Who Change the Future,” which advances the claim that original, provocative, and promising proposals, ideas, ways of acting, and means emerge and are created in spaces where culture realizes itself through dynamic creative forms (Šerpetis 2011: 14). On the other hand, some authors attempt to rewrite the history and meaning of conspicuous consumption in contemporary society of the creative class and bourgeois bohemia (Kinčinaitis 2013: 75). I know how to assemble an army: <...> 2. regular army. <...> hipsters and all sorts of oddballs (the c r e a t i v e class—designers, advertisers, artists, and the generally “out-there”)5 (respublika.lt). The adjective creative indicates that the results of an activity are related to creativity, for example: They even made up an alibi—supposedly it was the students’ “creative” work (yeah, name that university for me) (plus.google.com). According to R. Florida, the creative class consists of people working in science and engineering, research and development, technology-based industries (in other words, innovation-based industries), the arts, music, culture, aesthetics, and design industries (in other words, creative-production industries), as well as professionals in knowledge- and expertise-based occupations in healthcare, financial intermediation, and legal services (Remeika, Čepaitis 2008: 2). However, much more often, Lithuanian words are used in the same contexts (when discussing creative society, its activities, and its outcomes); most commonly, the adjective with the suffix -inis, -ė creative or the genitive form of the noun creativity, for example: Creative society is a new, growing world of people engaged in scientific and creative work (mokslo-festivalis.eu). The article examines scholarly approaches to the society of creativity, defining its terms by drawing on diverse disciplines or branches of disciplines such as aesthetics and philosophy, sociology and communication, economics and management (Kačerauskas 2014b: 6). Moreover, a community can be viewed analogously to a creative individual who, in creative activity, seeks happiness rather than wealth (Kačerauskas 2014b: 7). Production resources for creative output are abundant, and creative products themselves are characterized by exceptional diversity, which has led to a hypercompetitive business environment in the KI sector (kikas.lt). First and foremost, this concerns economic valuation, whereby a given creative product has market demand (Kačerauskas 2014a: 159). Phrases with the adjective -inis, -ė creative and the genitive form of the noun creativity may be called grammatical synonyms. When grammatical synonyms are discussed, their forms are considered synonymous if they have identical or closely related generalized semantic meanings and perform analogous grammatical functions (Kniūkšta 1976: 120). Some terms are used only with Lithuanian equivalents, and no variants containing foreign words occur, for example: creative economy (economy of creativity), creative industries (industries of creativity), creative workshops (workshops of creativity), etc. In addition, genitive forms of the nouns creator and creative practitioner also occur, for example: 4 Sources of examples are given in two ways. Details of articles and master’s theses are provided at the end of the article; in other cases, only the website address is given in parentheses. 5 The language of the examples has not been edited. BENDRINĖ KALBA | 88 (2015) www.bendrinekalba.lt ISSN 2351-7204 ROBERTAS STUNŽINAS. Svetimžodis kreatyvus, -i ir jo vediniai: reikšmės ir atitikmenys | 3 Kačerauskas emphasizes the trade unions’ obstruction of the dissemination of creative ideas, which experience an identity crisis both when they become tools of (anti-)creative strategies and when they represent factory society, which is increasingly being displaced by a creative-worker society encompassing both individual creators and their groups for brainstorming <...> (Valivonytė 2013: 135–136). Because, unlike what those in power dream of, we would then be unable to speak of Lithuania as a “society of creators”: older people are certainly not as creative, receptive to new technologies, or motivated as young people (tspmi.vu.lt). The concepts of creative worker and creator are not equivalent, so the expressions creative-worker society and society of creators are regarded as partial (ideographic) synonyms. Creators are generally understood to be those who create something in science, art, or other fields (see LKŽė), while creative workers are specialists in various fields of activity who require creative solutions (for more, see Kačerauskas 2014a: 157). The genitive form of the noun creative worker is also used when referring to the results of their work, for example: It is like a public think-tank, where the output of experts and creative workers is qualitatively blended with the community’s and external creative work and problem identification (idkaunas.wordpress.com). Other equivalents for the foreign word have also been found. The characteristic of groups of people is also denoted by the suffixed adjective kūrybingas, -a (‘creative’), in definite or indefinite form, or by the present active participle kuriantis, -i (‘creating’), in definite or indefinite form, for example: The “Creative Europe” project (“Creative Europe”) plans to allocate around 500 million euros to the visual and performing arts (delfi.lt). The document also notes that, for Europe to make successful use of its most important resource—culture—it needs a new cosmopolitanism, a dynamic and creative society, and an appropriate environment (bns.lt). A knowledge-based and creating society (portalas.emokykla.lt). A learning and creating society is not only a guarantee of successful economic development, but also of democratic maturity (delfi.lt). When referring to human characteristics, the derivative kūrytviškas, -a, formed with the suffix -iškas, -a, kūrytviškas, -a is used in the sense of “creative,” for example: And when the “Freshmedia” programmers are already very skilled, golden-handed, and highly kūrytviški, they will install a comments section on this blog for me, and you will all have complete freedom to express your opinions on all questions and topics related to 7MD online (archyvas.7md.lt). If you, too, are so clever and kūrytviškas, send your little projects to [email protected]:) (skinslt.blogas.lt). Other foreign words—kreatyvus, kreatyvinis—are used with the same meaning, for example: A kreatyvus person is needed, someone capable of coming up with an eye-catching, serious, and original logo, with no copying of ideas (uzdarbis.lt). Electricity is a flow of electric charges. This definition was drilled into us at school by a kreatyvinis physics teacher <...> (menozona.blogspot.lt). Sometimes it is difficult to say precisely which meaning is intended when the foreign word is used—“creative” in the sense of “having creativity” or “creative” in the sense of “characterized by creativity,” for example: Creative thinking is not given to everyone, unfortunately (lrytas.lt). BENDRINĖ KALBA | 88 (2015) www.bendrinekalba.lt ISSN 2351-7204 ROBERTAS STUNŽINAS. Svetimžodis kreatyvus, -i ir jo vediniai: reikšmės ir atitikmenys | 4 All the creative people I have met were very unpredictable. However, while they are working, they are worth more than 10–20 “gray” little worker bees (linkedin.com). Thanks to this capability, it is possible to cut out various shapes, whatever a creative designer can come up with (kreive.lt). Sometimes the meaning of a foreign word becomes clear from the Lithuanian equivalent used alongside it, for example: “Creative solutions—the basis of these solutions is a model of thought processes that is creative (kreatyvinis)” (Lesevičienė 2010: 7). In general, derivatives with the suffixes -ingas, -a denote an abundance of a quality, whereas derivatives with -iškas, -a express a characteristic quality (DLKG 2006: 197, 207). As Viktorija Daujotytė states, the adjective kūrybiškas differs little from kūrybingas: “The suffix –ing- indicates possession of creative powers. <...> Creative, possessing creativity, however unusual that may sound. <...>. Kūrybiškas. What does Lithuanian say with this adjective, how does it distinguish it from kūrybingas? The distinction is not pronounced, though it nudges the meaning toward the direction of action: a person who acts creatively finds unexpected solutions, sees ways out, turns in an unforeseen direction, notices what had not previously been noticed or understood” (Daujotytė 2010). The synonymy of the adjectives kūrybingas and kūrybiškas is also evident in the use of their derivatives. For example, in terminological dictionaries, kūrybingumas is used to refer both to the ability to create and to think creatively: 1. A combination of personality traits that makes it possible, through productive work, to achieve original, socially significant, qualitatively new results of activity. 2. The ability to think independently, reject stereotypes, quickly orient oneself in problematic situations, find new solutions, and generate new ideas; a process that creates a fundamentally new intellectual potential (SportŽ 2002). A complex of personality traits that makes it possible to achieve original, socially significant, qualitatively new results of activity through productive work. Pupils’ creativity is manifested in the originality of thoughts, ideas, and plans when completing school assignments, in criticizing old ideas, and in searching for and finding new ones (EdukologŽ 2007). Sometimes, in scholarly-style texts, attempts are made to distinguish the meanings of foreign words from those of Lithuanian adjectives, for example: Advertising-agency employees are creative, Picasso was kūrybiškas, advertisements in newspapers seek creative people <...>, while kūrybiškas people study at art academies, and so on. The definition of creativity is older than that of kūrybiškumas—every kūrybiškas person is creative, but not every creative person is kūrybiškas. Thus, the concept of kūrybiškumas is defined in various ways, but many authors agree that it is a person’s ability to discover something new. The concept of kūrybiškumas is broad—from productive, original results in problem-solving to artistic production. In a broad sense, it can be understood as productive thinking manifested in various areas of human expression <...> (Koženevska 2005: 7). Here, however, kreatyvus, -i is used in the sense of “kūrybiškas,” while kūrybiškas is used in the sense of “kūrybingas.” In the same situations, the Lithuanian adjectives kūrybinis, -ė, kūrybingas, -a ir kūrybiškas, -a are used considerably more often, for example: In today’s dynamic business environment, employees are most often required to discover methods or solutions that no one has ever heard of or seen before. The aim is to make use of people’s creativity, and so this quality is increasingly valued. Psychologist Genovaitė Petronienė agreed to explain how to discover and use one’s creative thinking (delfi.lt). “Creative Thinking: A Perspective on the Future” is the title of the seminar with which the Vytautas Magnus University Centre for Education Studies opened the new academic year (uvm.vdu.lt). BENDRINĖ KALBA | 88 (2015) www.bendrinekalba.lt ISSN 2351-7204 ROBERTAS STUNŽINAS. Svetimžodis kreatyvus, -i ir jo vediniai: reikšmės ir atitikmenys | 5 Creative thinking unlocks people’s creative powers and makes it possible to look at life from a different perspective (panele.lt). The loanwords are used with the meaning “creative” when it is intended to say that some object, photograph, painting, advertisement or other thing is unusual, distinctive, or original, for example: A collection of creative and unusual little items (humorodoze.lt). A wide selection of creative paper and envelopes for your creative activities (vestuvesaz.lt). A creative little house for USD 320,000 <...> A Swedish citizen is selling a little house for 320,000 US dollars. From the outside, it looks like an ordinary house, nothing fancy, but inside... it’s a real alien spacecraft! (yeah.lt). What themes can be used for creative wedding photos? Any at all! There are no restrictions—complete freedom for the imagination (pajuriofoto.lt). Woman sheds weight: distinctive, creative “before” and “after” weight-loss portraits (yeah.lt). The loanwords are also used when speaking about abstract matters, for instance, when it is intended to say that a particular way of solving a problem is unexpected or ingenious, for example: Well, that’s a very creative solution—you no longer need to unfasten your seat belt to open a beer bottle (automotong.lt). Sometimes the meaning of a foreign-origin adjective is explained by the words that follow it, for example: What is an original, creative (ingenious) advertisement? (asvyras.lt). The same things are designated by Lithuanian and international adjectives creative; ingenious; original, for example: creative objects (idomybes.pasmama.tv3.lt), ingenious objects (cha.lt), original objects (lol.tv3.lt), creative photographs (tavosekme.lt), ingenious wedding photographs (smstv.lt), original wedding photographs (lol.tv3.lt). In the same situations, an advertisement is most often described as both creative, for example: Creative Advertising Factory. If you think that only people with exceptional talent can create advertisements, people who are usually called “creatives” in the industry, you are mistaken. Certain techniques can be used to generate ideas, making it possible to come up in an instant with many new/interesting, sometimes even shocking, scenarios for advertisements and films. During the course, you will learn to be creative and get hands-on experience in creating advertisements (delfi.lt). Contemporary, modern creative advertising that cannot do without digital technologies and computer modeling software (facebook.com). Advertising is also described with the adjectives ingenious and original, for example: ingenious advertising (cha.lt), original advertising (mano.automanas.lt). When it is intended to say that the style of music or architecture is unique, inimitable, or improvised, the loanwords under discussion are used with the meaning “creative,” for example: This is an absolutely free ensemble, open to any syntheses and interactions, whose sounds should appeal to connoisseurs of jazz, rap, and various experimental, alternative, and other creative music (diazoscena.blogspot.lt). This is a very interesting creative style, with links to regular, classical, high-tech, and modern styles. The architectural style presents a blend of these styles, taking something distinctive and characteristic from each. However, unlike the styles mentioned, attributes are not the most important thing in this style. What matters is using features of the styles listed above, which have many elements (mano-sodas.blogspot.lt). BENDRINĖ KALBA | 88 (2015) www.bendrinekalba.lt ISSN 2351-7204 ROBERTAS STUNŽINAS. Svetimžodis kūryvus, -i ir jo vediniai: reikšmės ir atitikmenys | 6 Establishing Lithuanian equivalents is difficult because the meanings of the loanwords and compounds containing them are not entirely clear. In similar situations, the adjective creative is used. For example, creative is used to describe nontraditional, improvisational music and distinctive, striking architecture, e.g.: By combining different styles, they made their debut as performers of sung poetry, but immediately stood out for their highly melodic and creative music and self-made instruments—if one can call saws, drawers, bells, and water that (mic.lt). All this brings to mind the opening of the Soviet-era film “The Irony of Fate, or Enjoy Your Bath!”, which became a New Year’s classic. With gentle irony—it is remarkable that this was not censored at the time—it shows how stylish and creative architecture gradually gave way to identical buildings resembling checked boxes (sa.lt). Creative is used to describe a type of photography in which a staged situation is photographed, e.g.: Wedding photo albums are usually of interest mainly to relatives and close friends of the young couple, but photographs in a “creative” style are an entirely different matter. You will be left with an unconventional story in photographs that everyone will enjoy browsing through, even people who do not personally know the bride and groom (pajuriofoto.lt). A retrospective exhibition of Stasys’s work was held at the National Gallery of Art in Vilnius, where his sculptures and creative (directorial, staged) photography were also presented (kunstkamera.lt). The loanwords creative compete with ten words of Lithuanian or mixed origin to describe this type of photography. The most common Lithuanian equivalents are the adjectives creative, artistic, e.g.: Recently, creative photography has become more important to the author than reportage photography that documents events (ltmkm.lt). Creative photography by Razauskai Atelier <...> Razauskai Atelier—creative photography. All kinds of people-photography services, perhaps distinguished by trying out creative ideas, pleasant interaction, and a good mood. We don’t stand in a corner with a camera; we actively direct the photo sessions so you don’t have to look at boring, staged photographs (skelbiu.lt). The adjective artistic is used with the same meaning, e.g.: Artistic photography consists of original, artful photographs taken in nature and unusual locations, playing with images, colors, and moods, and capturing details, clothing (wedding dresses, shoes, veils), and symbols. Elements of direction are employed (apievestuves.lt). However, the terms creative photography and artistic photography are not synonymous in every situation. The term artistic photography also denotes a branch of the visual arts, e.g.: Artistic photography is a type of photography and a branch of the visual arts. It is based on the photographer’s subjective, individual view of reality (193.219.191.176/mm/ars1/Puslapiai/fotografija/foto_teor.htm). In such cases, one can speak of contextual synonymy. Contextual synonyms occur only in particular contexts, when the same thing is referred to alternately by words with different meanings (LKE 2008: 488). There are also more foreign-word competitors. Some of them are derivatives with the suffix -inis, -ė, for example: Directed photography is more of a guarantee that the photographs will be what the newlyweds expect. Essentially, this style of photography involves posing, an artistic photo shoot, and carefully planned moments (apievestuves.lt). BENDRINĖ KALBA | 88 (2015) www.bendrinekalba.lt ISSN 2351-7204 ROBERTAS STUNŽINAS. Svetimžodis kreatyvus, -i ir jo vediniai: reikšmės ir atitikmenys | 7 Incorrect derivatives also occur, for example: Reportage and staged (=posed) photography? (meninenuotrauka.lt). Derivatives with the suffix -inis, -ė are not formed from base words that are themselves derivatives and have an abstract meaning (Akelaitis, Pečkūvienė, Žilinskienė 2009: 175). In place of the foreign word kreatyvinė, adjectival passive present participles pozuojamoji, pastatomoji are used, for example: Posed photography is when the wedding photographer asks the subjects to pose and tells them how and where to stand, turn, and so on (apieves-tuves.lt). <...> this is not staged photography, but reportage; the subjects are moving, and the aim was to show the participants’ emotions (efoto.lt). In addition, non-definite past participles of the same type also occur, for example, posed photography, staged photography, directed photography (skelbiu.lt, lfc.lt, efoto.lt). However, definite present-tense forms should be used to express a characteristic of a type. The adjective kreatyvinis, -ė is also used to denote characteristics of other fields of activity; for example, a kreatyvine kind of therapy is one in which something is created, for example: Creative therapy, involving stories and sand, is used when working with children with special needs (panemunesld.kaunas.lm.lt). However, this type of therapy is much more often called by an adjective with the suffix -inis, -ė kūrybinė and the genitive of the noun kūryba, for example: During creative therapy sessions, methods from art, story, doll, and clay therapy will be used to help you clarify your values, take a closer look at yourself, restore your strength, give you an even greater sense of self-confidence, and restore your ability to live peacefully and harmoniously with yourself and those around you (gaivas-tis.lt). In creative therapy sessions, we learn to liberate our inner “self,” play, and improvise (psichikossvei-katoscentras.lt). CONCLUSIONS 1. Mokslinio, publicistinio ir šnekamojo stiliaus tekstuose pasitaikanti anglybė kreatyvus, -i ir jos vediniai kreatyvinis, -ė, kreatyviškas, -a vartojami kūrybinės visuomenės (klasės) teorijos sąvokoms įvardyti, žmonių, veiklos sričių, daiktų, vaizduojamų dalykų ypatybėms nusakyti. Svetimžodžiais žymima, kad kas užsiima ar yra susijęs su kūrybos veikla, kūrybingas, kūrybiškas, savitas, neįprastas, originalus, išradingas. Kreatyvus, -i ir jo vediniai dažniausiai vartojami tomis pačiomis reikšmėmis. 2. The foreign words compete with 17 different Lithuanian and mixed-origin equivalents. The equivalents depend on what is being described, but the grammatical-synonym pair kūrybinis, -ė and kūrybos and adjectives with the suffixes -ingas, -a; -iškas, -a are most commonly used. In some cases, the equivalents are not identical and share the same meaning only in certain situations. 3. Analysis of the foreign words and their equivalents shows that the Lithuanian adjectives kūrybingas, -a and kūrybiškas, -a, as well as nouns derived from them, are used synonymously when referring to people or groups of people. The meanings of these adjectives should be distinguished: kūrybingas, -a should be used in the sense of BENDRINĖ KALBA | 88 (2015) www.bendrinekalba.lt ISSN 2351-7204 ROBERTAS STUNŽINAS. Svetimžodis kreatyvus, -i ir jo vediniai: reikšmės ir atitikmenys | 8 “one who creates, possessing creative abilities,” while kūrybiškas, -a means “one who finds unexpected solutions; original, unexpected, inventive.” 4. Foreign words are a redundant and unclear means of expression, often requiring additional words alongside them. Ordinary words formed using the resources of one’s own language are sufficient to describe the subjects in question. 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