CMNS3310: “Keith Negus and Michael Pickering assert that “it is a common misconception to regard innovation and tradition as diametrically opposed: Creativity, Communication, and Cultural Module Essay, UoN, Singapore

“Keith Negus and Michael Pickering assert that “it is a common misconception to regard innovation and tradition as diametrically opposed to each other. When innovation is valued as a defining characteristic of the creative process, tradition often becomes set up against it as inevitably static and unchanging. In this view tradition inhibits, and is seen as an impediment to be overcome”