A Systematic Way of Being Creative

A few scholars, like Floyd W. Matson in The Broken Image and A. H. Maslow in The Psychology of Science, have discussed the “two cultures” of science and human experience. They point out that many persons tend to talk and act as though human experience (e.g., spontaneity, play, creativity) has nothing whatever to do with science. Or, perhaps it is more accurate to say that science rejects such determinants of human behavior. Similarly, to some persons the idea of being systematic and the idea of being creative seem irreconcilable. Is this always necessary? The method described does not imply that “great” creative products will necessarily result. However, by using Fisher's factorial notion it is possible to generate a large number of fresh communication messages with this technique. Such messages can be audience-centered, and can be designed for any public medium. A specific example demonstrates how new television program ideas can be created. The ingredients of content and style within the new program ideas are empirically related to recent audience studies, so such programs are expected to maximize the satisfaction for respective segments of the audience. The description of step-by-step procedures illustrates how the “systematic” and “creative” orientations can be meaningfully and productively integrated

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