Creativity in Face-to-Face and Computer-Mediated Brainstorming

Abstract

The present paper focuses on the most popular form of group creativity, brainstorming. Both advantages and shortcomings of the method were examined. There are a number of factors which determine to a considerable degree the effectiveness of brainstorming. Novelty and variability of ideas exchanged, as well as the size of a brainstorming group are the most important ones. Analysis of scientific literature on this topic showed that inhibiting effects which often take place within a brainstorming session are small in dyads, but increase rapidly with group size. Face-to-face communication among members of a brainstorming group also plays an essential role in their creative performances. This role is rather controversial: face-to-face communication may either stimulate or impede individual creative activity. There are various modifications in traditional brainstorming based on mediated communication among individuals. Brainwriting and electronic brainstorming are the most popular. These methods have some advantages over traditional face-to-face brainstorming, such as a higher degree of anonymity, opportunities to contribute ideas simultaneously without waiting to articulate them, and a lower risk of the dominance of one or a few individuals. New methods of group idea generation, comprising advantages of various forms of brainstorming, tend to occur.