Abstract

In this article, creativity is defined as a semiotic phenomenon, as a process in which the boundaries of habits and norms of social communication are exceeded and by which the challenges offered by the environment are solved. Here it is indicated that there is a direct link between attention and animal creativity and shown that there are at least two possibilities for creativity to work – one that needs attention and one which doesn’t. Animal creativity can work through several different mechanisms, which are here combined into a new model. Adding the Uexküllian concepts of the functional cycle and search tone to the model of creativity makes it possible to describe some additional mechanisms of animal creative behaviours. Additional concepts compared include dual memory systems, the theory of associations, and finally Gregory Bateson’s double description. By considering that approach, it is possible to understand how animals find and adapt new behaviours to their repertoires. Researching the creative behaviours of animals and the spread of innovation between populations is important from a wider perspective to understand how animals can adapt to changing environmental conditions.