Resumen
With the media?s omnipresence, beneficial and detrimental effects on human behavior?including creativity?are being widely discussed. This essay presents potential benefits of passive and active media use for enhancing creative thinking and behavior. Based on the classic socio-cognitive theory of observational learning and stressing the importance of creative self-beliefs, certain types of media content and activities are highlighted to demonstrate how traditional and modern media can shape positive creativity?contributing to novel and valuable behavior from both individual and social points of view. The discussion proceeds to link media influence with creative skills, creative self-beliefs, and group creativity, emphasizing the necessity of media education and systematic scientific research on the topic.