GASPRO International Journal of Eminent Scholars

To solve personal and environmental problems, man over time has created objects as tools and equipment to ease challenges. Spiritual yearnings and cosmic insights have caused artists to create symbols for divinity, as ancient civilizations created art as symbols of deities for religious purposes. Farm tools and equipment, household furniture, and articles for personal adornments and ornamentations have been created through art. Art has served as therapy, and has inspired other aesthetic concepts generally. With civilisation and technological development, formats of creativity have changed and the relevance of art in society seems dwindled. Reasons for such dwindling include downturn of economy, social attitudes, and misconceptions about the arts. This study asserts that art can be enhanced to become more relevant if social psychology of communities are examined and formatted to address yearnings, and relevant strategies adopted to produce art that are indispensable to society. This in turn offers patronage and ensure artistic sustainability. Social psychology reveals thought, attitude, and yearnings of the people and enables artists to understand what captures the interests of people as they create products or services for purchase and patronage. The study objectives include investigating how attitudes, perceptions, and culture influences creativity, and effects of social consciousness on art productivity. Primary and secondary data sources are used, and study adopts descriptive survey for analogy. Findings elucidate essence of social psychology in the creative industry same as in multidisciplinary dimensions. It portends the distinct relevance of social psychology in art pedagogy and practice. 

Keywords: Strategy, clientele, demography, psychology, pedagogy.