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In the presentation I dealt with different ways of conceptualizing dramaturgical work (or ‘dramaturging’) in the process of creation. The first step searches for an overall perspective. The approach I proposed enables to capture the nature of dramaturging without favouring certain types of creation on the basis of the ‘materia’ (word, movement, dram. conflict, image…) through which creators seek to attract the viewer’s attention. The second step suggests a new way of conceptualizing dramaturgical activities in the context of a specific creative cooperation. Here I drew from cognitive linguistics. In the conclusion, several attempts were outlined how — using conceptual metaphors — to think inspirationally, yet seriously and with the aim to deepen our insight into the role of dramaturg(y) in the act of creation. The presentation synthesized studied literature, results of field research among students, graduates and pedagogues of dramaturgy in Hessen (Germany) and my own experience as a dramaturg and author. The conference was organized by Faculty of Dramatic Arts, Academy of Arts in Banská Bystrica from November 27 to November 28, 2020 in Banská Bystrica (held online).