Communication, Creativity and Cultural Production

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” (2004, p.91).
Discuss in relation to the concepts of ‘agency’ and ‘structure’.