New meanings can be produced through messages coming from outside a group (e.g. other cultures, experts and active minorities), but can also be created by creatively using social tools one already possesses by belonging to a society. The two pathways of creativity are related and opposing processes: the former `makes the unfamiliar familiar', whereas the latter `makes the familiar unfamiliar'. Both utilize the existing `field of representations' as super-ordinate meanings to (re)situate and therefore understand some object, activity or event. Representations are schematized in and with a context, through discourse, in such a way that both the representation and the context are transformed.
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