On units of Analysis and Creativity Theory: Towards a “Molecular” Perspective

This article addresses the issue of units of analysis and atomistic models in psychology taking creativity research as a case study. A classic typology in this area, initially proposed by Rhodes (1961), distinguishes between the four P's of creativity: person, process, product, and press (environment). Continuing an effort to rewrite this basic language of the discipline from a cultural psychological perspective in the form of five A's (actor, audience, action, artefact, affordances), the discussion here focuses on bringing relationships to the fore within this framework and problematising strict distinctions between each of the five elements. A closer look at the five A's of creativity, drawing on theoretical considerations and illustrated by interviews with creators working in different domains, reveals the permeable borders surrounding these units and challenges clear divisions between actors and audiences, action and artefacts, actors and artefacts. In the end, it is argued that creative phenomena cannot be properly understood and studied outside of their integrated and dynamic totality defined as a creativity complex. Implications of adopting this “molecular” perspective for theory and methodology are discussed.