Justifying creative work: Norwegian business support and the conflicting narratives of creative industries

The article explores and unfolds the conflicting narratives of the work and competences of creatives in the era of creative industries. Based on a French pragmatic approach, the analysis sheds light on a mismatch between how bureaucrats in the Norwegian business support system valuate creative work, and how creatives valuate their own work. I find that the bureaucrats mobilise a narrow and stereotyped grammar when talking of creative work, while the creatives themselves seem to express far more complex and pragmatic understandings. I argue that the Norwegian creative industries policy seems to have limited capacity to embrace the hybridity and complexity of creative work, which also reduces its relevance and accuracy. The analysis is based on qualitative interviews with creatives and bureaucrats on a local level and contributes to the knowledge on the individual bureaucrats as non-creative outsiders, but still, actors highly significant to creative industries.