writers imagination

1. +
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

2. +
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.

3. +
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.

4. +
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)

5. + 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

6. +
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.

7. +
Imaginative capacity of
technology writers

8. + 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.

9. + 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 ● ● ●

10. + 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 ● ● ●

11. + 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 ● ● ● ●

12. + 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 ● ● ●

13. +
Imaginative capacity of
journalists

14. + 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.

15. + Roots of journalistic imagination (1/2)
Root
Indicator
Personality Academic
Background
Work
experience
Novelty ● ●
Productivity ● ● ●
Concentration ●
Sensibility ●
Intuition ● ●
Effectiveness ●
Dialectics ●
Exploration ● ●
Crystallization ● ●
Transformation ● ● ●

16. + Roots of journalistic imagination (2/2)
Root
Indicator
News
sense
Professional
conduct
Social
responsibility
Novelty ●
Productivity ●
Concentration ●
Sensibility ● ●
Intuition ● ●
Effectiveness ● ● ●
Dialectics ● ● ●
Exploration
Crystallization ● ●
Transformation ● ●

17. + 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 ● ● ●
≈

18. + 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 ● ● ●

19. +
Imaginative capacity of
copywriters

20. + 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

21. + 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 ● ● ● ● ●

22. + 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 ● ●

23. + 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 ● ●

24. +
Discussion

25. + 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.

26. + Forthcoming plans
 I will conduct several rounds of focus group interviews
to 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.

27. +
Thank you for your listening. 