Master thesis 2011
Many words have been used to define creativity and many theories on its mechanisms and processes have been developed. The extensive discussion of the issue has had the side effect of generating confusion about the phenomenon and increasing the discrediting of the concept.
This thesis tries to reorganize the complexity of these studies and thereby to restore the value of a term at risk of abuse by addressing the multiple facets of the concept and linking theories developed in different fields.
This part of the thesis develops a project proposal that shifts the attention from the creative person to those who are the recipients of the creative message: the users. The definitions explained in the early chapters bring out the importance for creatives to maintain a strong relationship with the society in which they work. This means fully understanding the mechanisms of reading and responding of the users when looking at creative artifacts.
Three experimental exercises investigate the users “creative interpretations" to see if there are constants in the answers and if so, what they are.
This thesis tries to reorganize the complexity of these studies and thereby to restore the value of a term at risk of abuse by addressing the multiple facets of the concept and linking theories developed in different fields.
This part of the thesis develops a project proposal that shifts the attention from the creative person to those who are the recipients of the creative message: the users. The definitions explained in the early chapters bring out the importance for creatives to maintain a strong relationship with the society in which they work. This means fully understanding the mechanisms of reading and responding of the users when looking at creative artifacts.
Three experimental exercises investigate the users “creative interpretations" to see if there are constants in the answers and if so, what they are.
Exercise 1. The Syntax
"similarity"
Exercise 2. The Semantics
"elegant"
Exercise 3. The Pragmatics
"to press"
