First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
S. Agnoli1, G. E. Corazza1,2, M. Runco3, J. Bhattacharya4
1Marconi Institute for Creativity 2Department of Electrical, Electronic, and Information Engineering “Guglielmo Marconi”, University of Bologna 3Torrance Creativity Center, University of Georgia 4Department of Psychology, Goldsmiths, University of London
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
Outline
1. Introduction to the Marconi Institute for Creativity
– Collaboration in Bologna can be tasteful..
2. The CREAM project and the CREAM measurement battery to
aid neuroscientific research on creativity for individuals
– The festival of moods
3. An original discussion on originality
– Optimal originality
– An information theoretic definition of originality
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
Marconi Institute for Creativity
mic.fgm.it
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
MIC: Goals
Historical study of creativity
Exploitation and innovation
Educational Exploration and problem solving
Theoretical study of creativity
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First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
MIC: Recent Activities • DIMAI: a theoretical model for the creative thinking process
– April 2013
• First International MIC Conference organized in Bologna – September 2013
• CREAM FP7 European Project – Kick-off December 2013
• Creativity and Innovation Course inside Engineering School – Spring semester 2014
• DIMAI methods for idea generation adopted by the European Space Agency – August, 2014
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
MIC: Recent Activities • Creativity measurement campaign at Engine, an international
advertisement agency in London – September 2014
• DIMAI session at Working Capital, a Telecom Italian accelerator for start-up companies – October 2014
• New creativity training program for High School students with focus on social enterprises – November-December 2014
• Edited book on “Multidisciplinary Contributions to the Science of Creative Thinking”, published by Springer – Expected publication date: summer 2015
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
CREAM: CReativity Enhancement through Advanced brain Mapping and stimulation
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
CREAM: general information
• A European Commission 7th Framework Programme Project funded under FP7-ICT-2013-10
• Budget: 2,700,000 € • Project duration: 01/12/2013 – 30/11/2016
• www.ict-cream.eu
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
CREAM: partners
PLUS: Collaboration with Mark Runco
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
CREAM: Goals
1. Multi-disciplinary approach to creativity analysis and enhancement • Neuroscience, Psychology, Engineering, Advertisement
2. Non-invasive real-time functional brain imaging 3. Brain-Machine Interfaces for the stimulation of creative abilities 4. Cognitive and psychometrical approach to creative performance and
achievement
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
CREAM: MIC role
• Set-up of an integrated measurement battery
• Convergent and divergent thinking, assessment skills, creative achievement (CAQ, CAAC), personality, intelligence
• Administration to 100+100 participants from artistic and scientific domains
• Comparison of psychological and neurological components of creativity in the artistic and scientific domains
• New training methods to improve creativity in different domains
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
A normative reference for creativity in neuroscientific research
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
Neuroscientific observation of creativity
• Neuroscientific research on creativity is based on monitoring brain activity in the course of “creative” behavior – Convergent thinking tests: single correct answer tasks
• Looking for insight
– Divergent thinking tests: open-ended tasks
• Looking for a posteriori correlates to creative abilities
• Due to complexity and cost, a single task is usually adopted – Unusual Uses Test (Guilford, 1967)
– Remote Associates Test (Mednick, 1962)
– New methods to measure creativity, such as asking participants to mentally compose a drawing (Bhattacharya & Petsche, 2005)
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
Open issues
• Variable agreement about brain regions associated with creativity due to: – variety of methods to detect creative behavior (EEG; fMRI; PET, etc)
– difficulty in operationalizing creative performance
• The generation of ideas is a complex process involving many abilities, long and short-term memory
• Most studies focused on quantitative measures such as ideational fluency (i.e., the number of ideas generated during the task), reaction times, or accuracy measures
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
Approaches being pursued
• Enhancement of the internal coherence and discriminant validity of creativity measurement methods based on brain mapping
• New set-ups to facilitate series of creative cognitive tasks – both quantitative and qualitative assessment
• CREAM – Correlation between creative performance and creative achievement
• in Scientific and in Artistic domains
• Normative data extracted through the CREAM test battery
• Neuroscientific application a posteriori, after mapping creative performance
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
Measuring creativity in the scientific and artistic domains: a multi-sided test battery
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
CREAM Battery structure
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
Administration campaign
• Highly demanding battery: 2 hours administration
• Target: 100 participants from scientific domain, 100 from artistic domain, and 30 from advertisement
• Scientific and artistic communities of students at graduate level (23-27 years) and ENGINE employees
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
Administration campaign: the status today
• 141 Scientific domain students: • Astrophysics • Chemistry • Mathematics • Physics • Telecommunications Engineering • Computer scientists
• 40 Artistic domain students: • Musical disciplines • Visual arts • Fashion design
• 30 Advertising creatives • Engine employees
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
Measuring originality: open questions and new definitions
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
The originality question
Slight originality Evolution Almost no risk
No originality Safe Full intelligibility
Optimal originality Optimal discontinuity Moderate/high risk
Idea Knowledge
Idea
Knowledge
Idea Knowledge Idea
Knowledge
Scarce intelligibility Risk too high Futuristic Revolution
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
Optimal originality
• Is it possible to move towards a quantitative definition?
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
Optimal originality
Orig
inal
ity
0 1 I(N,K )
First Annual International Creativity Collaborative
Giovanni E. Corazza, University of Bologna
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