from the paper " My research in the area is concerned with what I call vernacular creativity – that is, the ordinary practices of creativity that are already embedded in everyday life.
‘Vernacular creativity’ does not imply the reinvigoration of some notion of a preexisting ‘pure’ or authentic folk culture placed in opposition to the mass media; rather, it includes as part of the contemporary vernacular the experience of commercial popular culture. Vernacular creativity is a productive articulation of consumer practices and knowledges (of, say, television genre codes) with older popular traditions and communicative practices (family photography, scrapbooking, collecting, and most important of all, everyday chat and storytelling). Above all, the term signifies what Chris Atton calls ‘the capacity to reduce cultural distance’ between the conditions of cultural production and the everyday experiences from which they are derived and to which they return."
Burgess, Jean (2006) Re-mediating Vernacular Creativity: Digital Storytelling. In Proceedings First Person: International Digital Storytelling Conference, Australian Centre for the Moving Image, Melbourne.
pdf on eprints.qut.edu.au