Vol. 19, Núm. 2 | 2º semester (july-december) | Published: 1/7/2021

Monographic coordinators: Montse Vázquez Gestal, Universidad de Vigo (Spain) | Teresa Ruão, Universidade do Minho (Portugal) 

Creativity is located as one of the fundamental pillars for development and progress, the new communicative tools and technological development in general, it has become not only a fashionable term but an obligatory quality in today's society.
We are talking about essential skills in the fields of education, communication, health, gastronomy, environment, technology, culture. . .
This situation brings into vogue more than ever questions such as its teaching, the skills it includes, the needs it raises and the consequences it provokes, given that, in the university field and, above all, in the field of Communication and, specifically, in Advertising, we are talking about knowledge that has always been assumed to be indispensable, since it has been accompanied by a certain halo of mystery about whether or not it is possible to teach, learn, recognise and train the skills and abilities of creative people.
In this territory we would like to locate this monographic, the importance of this type of teaching, not only in the communicative field but, its involvement and need in all kinds of fields, from sport to gastronomy, from art to politics, from communication to education.
We add an unavoidable ingredient in recent decades, which is none other than technological development; the emergence of new media and, above all, new formats under the protection of technological evolution have also meant important changes in the way of learning and teaching, not only by teachers but also by students, become creators and protagonists of content through platforms, apps, virtual reality ... that has transformed a reality in which even a hologram with human form can become a musical idol or reproduce our presence in simultaneous places.
We all need to learn again, to place ourselves in an environment that needs to adapt to new formats and rejuvenate or reorient the way of teaching creative content.
The difficulty in determining what and who is creative, associated for a long time with specific disciplines, becomes an indispensable capacity to face the problems of a society that needs to rethink and reformulate the important values in the face of the challenges and problems that are resolved from the most varied spectrums.