Can WhatsApp be Approached as a Creative Product?

Authors: Asdrúbal Borges Formiga Sobrinho and Osmária da Cunha


Formiga Sobrinho, A.B. & da Cunha, O. (2018). Can WhatsApp be Approached as a Creative Product?. Journal of Creative Industries and Cultural Studies–JOCIS2 (1), 50–61.


This article presents research on WhatsApp, one of the most popular apps in mobile telephony. The authors intended to answer the following question: Is WhatsApp a creative product? By applying creativity and innovation concepts of the systems approach to creativity, the authors analyzed whether the product is actually creative or merely an innovation. Initial results based on the data received from studying WhatsApp users in Brazil and analyzing creativity-related concepts showed that the app may be considered creative. However, more issues around its creativity need to be analyzed in greater depth.


creativity, innovation, communication, WhatsApp