+生農產業之文字傳播專家的想像力指標、根源與培養

Indicators, Roots, and Cultivation Methods of

imaginative capacity of Professional Writers

in the Bioagricultural Communication Field

廖凱弘博士論文計畫口試

12/22 (一) 12:00 – 14:00 ( 農業綜合館 R505 )

國立臺灣大學生物產業傳播暨發展學系

+Introduction (1/4)

Problem Statement

Global climate change with extreme weather events caused severe problems.

Bioagricultural professionals must generate new knowledge with all people, extending information revolution to remote localities.

Creating sustainable bioagriculture requires professional writers, competent change agents, to develop themselves, others, and society beyond the current unsustainable world.

+Introduction (2/4)

Motivation (Why study writers?)

Writers possess adequate knowledge about bioagricultural and social environments.

Writers believe the world will eventually become ecologically sustainable.

Writers’ works represent unique literary genres (technology essays, news, and marketing plans)

Writers communicate new knowledge, information, and market situations with people concerned about daily needs, desires, expectations, and anxiety about the future.

+Introduction (3/4)

Theoretical background

Technological imagination was desire to understand effects of existing and future technology, influence its possibilities and development (Turney, 2013)

Journalistic imagination assists journalists locating scene of news and capturing authentic voices of human interest (Keeble, 2007)

Marketing imagination is to understand customer needs, preferences, problems, generate purposeful means of capturing customers’ attention and resolve problems (Levitt, 1986).

Writers depend on more intrinsic than extrinsic roots to execute creative works (Kaufman, 2002; Sternberg & Lubart, 1996).

Cultivation of imaginative capacity depends on two primary methods: self-disciplined inspiration and information internalisation (Deci & Ryan, 1991; Valett, 1983)

+ Indicators of imagination capacity

Indicator Definition

Novelty The ability to generate unique ideas.

Productivity The ability to generate ideas using extensive application of free

association.

Concentration The ability to formulate thoughts through focus and immersion.

Sensibility The ability to evoke feelings during the creative process.

Intuition The ability to generate immediate associations with a goal.

Effectiveness The ability to generate relevant and profound thoughts to attain a goal.

Dialectics The ability to seek improvement by logically analyzing possibilities and

alternatives.

Exploration The ability to inquire about the unknown.

Crystallization The ability to visualize abstract concepts by using concrete examples.

Transformation The ability to perform tasks by applying information acquired across

multiple fields of knowledge.

創始想像

構思想像

轉造想像

+Introduction (4/4)

Methodology

(Why use In-depth interviews?)

Form of conversation in which a reality can be constructed between the researcher and the participants;

From postmodern perspective focus on contradictions in the social and material world and on the potential for action and change, emphasising transformative aspects of the research process

Combine structure with flexibility, to probe the proposed topics and respond to relevant issues raised by the participants; researchers fully explore participants’ responses, reasons, feelings, opinions, and beliefs.

+

Imaginative capacity of

technology writers

+ Indicators of technology imagination

Novelty: to generate unique ideas;

Productivity: to generate ideas extensive application of free association;

Concentration: to formulate thoughts through focus and immersion;

Sensibility: to evoke feelings during the creative process;

Intuition: to generate immediate associations with a goal;

Effectiveness: to generate relevant, profound thoughts to attain a goal;

Dialectics: to seek improvement logically analyzing possibilities and alternatives;

Exploration: to inquire about the unknown;

Crystallization: to visualize abstract concepts using concrete examples

Transformation: to perform tasks by applying information acquired across multiple fields of knowledge.

+ Roots of T-writers’ imagination (1/2)

Root

Indicator

Academic

background

Work

experience

Nonwork

experience

Novelty ● ● ●

Productivity ● ●

Concentration ●

Sensibility ●

Intuition ●

Effectiveness ●

Dialectics ●

Exploration ● ●

Crystallization ● ● ●

Transformation ● ● ●

+ Roots of T-writer’s imagination (2/2)

Root

Indicator

Personality

traits

Interests Empathy Stress Social

responsibility

Novelty ● ●

Productivity ● ● ●

Concentration ● ●

Sensibility ● ● ●

Intuition ● ●

Effectiveness ● ● ●

Dialectics ● ● ●

Exploration ● ● ●

Crystallization ●

Transformation ● ● ●

+ Cultivation of T-writer’s imagination (1/2)

Cultivation

Indicator

Reading and

learning

Searching

online

Observing

& listening

Consulting

experts

Novelty ● ● ●

Productivity ● ●

Concentration ●

Sensibility ● ● ●

Intuition ● ●

Effectiveness ●

Dialectics ● ● ●

Exploration ● ●

Crystallization ● ●

Transformation ● ● ● ●

+ Cultivation of T-writer’s imagination (2/2)

Cultivation

Indicator

Record

thoughts

Aesthetic

experiences

Visual

thinking

Monitor

processes

Evaluate

outcomes

Novelty ● ●

Productivity ● ●

Concentration ●

Sensibility ● ● ●

Intuition ●

Effectiveness ● ●

Dialectics ● ●

Exploration ● ●

Crystallization ● ● ● ●

Transformation ● ● ●

+

Imaginative capacity of

journalists

+ Indicators of journalistic imagination

Novelty: to present an event from unique perspectives;

Productivity: to dynamically interpret events from multiple standpoints;

Concentration: to formulate thoughts by focusing and by removing interference;

Sensibility: to empathize with the people involved in an event;

Intuition: to grasp insights quickly and generate meaningful associations with a specific goal in mind;

Effectiveness: to generate thoughtful ideas to attain specific goals;

Dialectics: to maintain a balance among various standpoints by logically engaging in possible confrontations.

Exploration: to obtain work-related knowledge;

Crystallization: to explain abstract concepts using concrete examples;

Transformation: to perform tasks by applying previous experiences.

+ Roots of journalistic imagination (1/2)

Root

Indicator

Personality Academic

Background

Work

experience

Novelty ● ●

Productivity ● ● ●

Concentration ●

Sensibility ●

Intuition ● ●

Effectiveness ●

Dialectics ●

Exploration ● ●

Crystallization ● ●

Transformation ● ● ●

+ Roots of journalistic imagination (2/2)

Root

Indicator

News

sense

Professional

conduct

Social

responsibility

Novelty ●

Productivity ●

Concentration ●

Sensibility ● ●

Intuition ● ●

Effectiveness ● ● ●

Dialectics ● ● ●

Exploration

Crystallization ● ●

Transformation ● ●

+Cultivation of journalists’ imagination (1/2)

Cultivation

Indicator

Self-

reflecting

Reading

& learning

Observing

& listening

Comparing &

bench-

marking

Novelty ● ● ● ●

Productivity ● ● ● ●

Concentration ● ●

Sensibility ● ● ●

Intuition ● ● ●

Effectiveness ● ● ●

Dialectics ● ● ● ●

Exploration ● ●

Crystallization ● ●

Transformation ● ● ●

≈

+Cultivation of journalists’ imagination (2/2)

Cultivation

Indicator

Nurturing

Broad interests

Acquiring

aesthetic

experiences

Creating

welcome

environments

Novelty ● ●

Productivity ● ●

Concentration ●

Sensibility ● ● ●

Intuition ●

Effectiveness ●

Dialectics ●

Exploration ● ●

Crystallization ●

Transformation ● ● ●

+

Imaginative capacity of

copywriters

+ Indicators of marketing imagination

Novelty: to generate unique ideas concerning new market and marketing campaigns

Productivity: to generate marketing ideas through divergent but focused thinking

Concentration: to immerse in and contemplate marketing ideas

Sensibility: to meet customer expectations with empathy

Intuition: to grasp immediate connections between services and customers

Effectiveness: to generate customer benefit and sales profit

Dialectics: to seek improvement by logically balancing various thoughts

Exploration: to probe the unknown with a specific purpose

Crystallisation: to realize abstract items through concrete examples

Transformation: to perform tasks by applying prior experiences

+ Roots of copywriters’ imagination (2/2)

Root

Indicator

Personality

traits

Nonwork

experience

Work

experience

Profession

al

conduct

Empathy

Novelty ● ● ●

Productivity ● ● ● ● ●

Concentration ● ● ● ● ●

Sensibility ● ● ● ●

Intuition ● ● ● ● ●

Effectiveness ● ● ● ●

Dialectics ● ● ●

Exploration ● ● ● ●

Crystallization ● ● ● ●

Transformation ● ● ● ● ●

+ Cultivation of copywriters’ imagination (1/2)

Cultivation

Indicator

Nurturing

broad

interests

Reading &

learning

Observing

& listening

Monitoring

processes

Novelty ● ● ●

Productivity ● ● ● ●

Concentration ● ● ●

Sensibility ● ●

Intuition ● ●

Effectiveness ● ●

Dialectics ● ● ● ●

Exploration ●

Crystallization

Transformation ● ●

+ Cultivation of copywriters’ imagination (2/2)

Cultivation

Indicator

Evaluating

outcomes

Comparing &

benchmarking

Developing

market

insights

Novelty ●

Productivity ●

Concentration

Sensibility

Intuition ● ●

Effectiveness ● ● ●

Dialectics ● ● ●

Exploration ●

Crystallization ● ● ●

Transformation ● ●

+

Discussion

+ Summary

Three studies contributed for understanding detailed attributes of imagination indicators of professional writer. Differences may exist between these writers.

We discovered 10 roots for professional writers: personality traits (introvert to moderate), empathy, interests, academic background, nonwork experiences, work experiences, news sense, professional conduct, pressure, and social responsibility.

We found 14 cultivation methods for professional writers: reading & learning, observing & listening, nurturing broad interests, acquiring Aesthetic Experiences, searching new trends, consulting experts, recording thoughts, self-reflecting, visual thinking, comparing & benchmarking, developing market insights, monitoring process, evaluating outcomes, and creating welcome environments. All can be categorized as Self-disciplined engagement, inspiration, and internalization.

+ Forthcoming plans

I will conduct several rounds of focus group interviewsto examine and confirm the research results.

Educational experts

Senior managers

And then, I will compose cultivation strategies, as well

as provide a general discussion to summarise how

professional bioagricultural communication writers

may use their imaginative capacities.

Finally, I will provide an integrated conclusion and

suggestions for the development of imaginative

capacity for bioagricultural communication.

+

Thank you for your listening.