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What are the forces that contribute to cultural innovation and change, and how should cultural policies and institutions approach it, given their various (purist, modernist, nationalist, economic) agendas? In this exploration, I try and argue for the role played by "ordinary people" through their diffused but pervasive "everyday actions and practices", suggesting that this is a vital and democratic force that must be championed at all costs as it is essential to building social capital. In our increasingly globalized and corporatized society, the role of the ordinary person is gradually transforming from an active agent-creator to a passive recipient-consumer, leaving less and less scope for individual creativity and innovation. While this triggers a subversive and tactical re-appropriation of cultural goods as shown by de Certeau, I ask why artistry and culture cannot remain a common, affordable and easily-accessible praxis as it still does in Indian and other "poor & under-developed" societies, rather than turning into a premium and exclusive commodity.