This thesis is concerned with creativity as an object of educational governance and a category of subjective identification. It studies a ‘creativity explosion’ in higher education in New Zealand, focusing on how fashion design students are being mobilized as subjects of creativity through ‘joined up’ modes of governance and technologies of educational choice. Using a poststructural ethnographic ‘methodology’ I explain how, from the late 1990s, models of educational governance began to appear dysfunctional and unable to deliver the attributes and capacities expected of citizens in a knowledge economy. I argue that creativity gained significance as a result of new ways of ‘thinking culture and economy together’. Neoliberal rhetorics representing creativity as flexible human capital and a generic, transferable skill needed by workers in the new economy, were articulated with liberal humanist notions about creativity, which are commonly understood and performed through the social categories of art. All kinds of individual and institutional actors took advantage of these shifting opportunity structures to position themselves with ‘creative’ identities. Within various cultural organisations, including universities, moves to strengthen a liberal agenda and retain creativity as a form of ‘arts knowledge’ with high cultural capital, rubbed up against counter-hegemonic strategies to enlist and develop more universal concepts about creativity as a collaborative endeavour, vital to new forms of capitalist enterprise. By historicising the context in which a new ‘normative doctrine’ of creativity has emerged, and by treating its theorisation as culturally performative, I develop the position that fashion design graduates, as ‘creative girls’, are highly productive performers in the new categories of cultural economy. However I argue that the creative girl occupies a subject position fitted to after-neoliberalised social and economic arrangements, not because she is shaped by neoliberal ideologies, but because she is made up by techniques and tactics of an ‘after-neoliberal’ governmentality. This demonstrates the mutual constitution of ‘creative economy’ and ‘creative persons’ and underlines the fact that despite after-neoliberal ambitions for managing education, there can be no simple cause and effect relation between higher education and economic performance.

Designers often look for inspiration in their environment when exploring possible solutions to a given problem. However, many studies have reported that external stimuli may constrain designers’ imagination and limit their exploration to similar solutions, a phenomenon described as design fixation. Inspiration and fixation effects are traditionally studied with a similar experimental paradigm, which has produced a complex web of findings and explanations. Yet, when analysing the experiments and their findings closely, it becomes clear that there is considerable variation in how studies are conducted and the results they produce. Such variation makes it difficult to formulate a general view of how external stimuli affect the design process, and to translate the research findings into education and practice. Moreover, it raises questions about the reliability and effectiveness of the traditional experimental method. This thesis reports on a collection of studies that examine how design inspiration and fixation research is done and how it can be improved. It explores the research area by reviewing the literature and analysing data from a workshop; describes the research method by scrutinising experiments and their procedures; and explains the variation in research findings by testing experimental procedures empirically and suggesting new interpretations. My main findings are that: abstract stimuli can inspire or fixate designers to different degrees depending on how explicitly the stimuli are represented; external stimuli can inhibit the exploration of ideas that would otherwise be explored; the effect of experimental instructions varies depending on how encouraging the instructions are; and the way participants represent and elaborate ideas can moderate fixation results. Whilst this thesis offers insights into design practice and education, its main contribution is to design research, where it represents a fundamental material for those who are new to inspiration and fixation research, and for those who are already expert.