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What Is Creativity? (page 3)

— PubMed Central (National Institute of Health)
Updated on Feb 19, 2010

Creativity Is Widely Distributed and Occurs in a Social Context

Although it is understandable to speak of an aha moment as a creative act by the person who experiences it, authorities in the field have long recognized (e.g., Simonton, 1975) that creative thinking is not so much an individual trait but rather a social phenomenon involving interactions among people within their specific group or cultural settings. “Creativity isn't just a property of individuals, it is also a property of social groups” (Sawyer, 2006, p. 305). Indeed, Osborn introduced his brainstorming method because he was convinced that group creativity is always superior to individual creativity. He drew evidence for this conclusion from activities that demand collaborative output, for example, the improvisations of a jazz ensemble. Although each musician is individually creative during a performance, the novelty and inventiveness of each performer's playing is clearly influenced, and often enhanced, by “social and interactional processes” among the musicians (Sawyer, 2006, p. 120). Recently, Brophy (2006) offered evidence that for problem solving, the situation may be more nuanced. He confirmed that groups of interacting individuals were better at solving complex, multipart problems than single individuals. However, when dealing with certain kinds of single-issue problems, individual problem solvers produced a greater number of solutions than interacting groups, and those solutions were judged to be more original and useful.

Consistent with the findings of Brophy (2006), many scholars acknowledge that creative discoveries in the real world such as solving the problems of cutting-edge science—which are usually complex and multipart—are influenced or even stimulated by social interaction among experts. The common image of the lone scientist in the laboratory experiencing a flash of creative inspiration is probably a myth from earlier days. As a case in point, the science historian Mara Beller analyzed the social processes that underlay some of the major discoveries of early twentieth-century quantum physics. Close examination of successive drafts of publications by members of the Copenhagen group revealed a remarkable degree of influence and collaboration among 10 or more colleagues, although many of these papers were published under the name of a single author (Beller, 1999). Sociologists Bruno Latour and Steve Woolgar's study (Latour and Woolgar, 1986) of a neuroendocrinology laboratory at the Salk Institute for Biological Studies make the related point that social interactions among the participating scientists determined to a remarkable degree what discoveries were made and how they were interpreted. In the laboratory, researchers studied the chemical structure of substances released by the brain. By analysis of the Salk scientists' verbalizations of concepts, theories, formulas, and results of their investigations, Latour and Woolgar showed that the structures and interpretations that were agreed upon, that is, the discoveries announced by the laboratory, were mediated by social interactions and power relationships among members of the laboratory group. By studying the discovery process in other fields of the natural sciences, sociologists and anthropologists have provided more cases that further illustrate how social and cultural dimensions affect scientific insights (for a thoughtful review, see Knorr Cetina, 1995).

In sum, when an individual experiences an aha moment that feels like a singular creative act, it may rather have resulted from a multicomponent process, under the influence of group interactions and social context. The process that led up to what may be sensed as a sudden insight will probably have included at least three diverse, but testable elements:

1) divergent thinking, including ideational fluency or cognitive flexibility, which is the cognitive executive function that underlies the ability to visualize and accept many ideas related to a problem;

2) convergent thinking or the application of inhibitory control to focus and mentally evaluate ideas; and 3) analogical thinking, the ability to understand a novel idea in terms of one that is already familiar.

This article is excerpted from Teaching Creativity and Inventive Problem Solving In Science

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