Volume 0 -
PH 2026, 0 - : 0-0 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Fathizadeh M, Ajdari A, Namvar Motlagh B. Intertextuality Reading of the SCAMPER Applied Creativity Technique in Design Based on Gérard Genette’s Theories. PH 2026;
URL: http://ph.aui.ac.ir/article-1-1530-en.html
URL: http://ph.aui.ac.ir/article-1-1530-en.html
1- University of Tehran , M.fathizadeh@ut.ac.ir
2- University of Tehran
3- Shahid Beheshti University, Tehran,
2- University of Tehran
3- Shahid Beheshti University, Tehran,
Abstract: (29 Views)
Abstract
The central role of creativity in the design process has led to the emergence of diverse studies and approaches aimed at explaining the production of ideas and innovation. Nevertheless, the lack of a coherent theoretical and methodological framework for explaining creativity in design through applied creativity techniques remains a significant research problem. The main question of this study is whether the process of creativity in design can be explained on the basis of systematic theories of textual production, particularly Gérard Genette’s theories of intertextuality and hypertextuality. This research aims to examine the explanatory potential of creativity in design based on intertextual theory. Intertextuality, as one of the contemporary approaches to textual reading and criticism, considers every text as derived from prior texts, with meaning emerging through its relations with other texts. Genette systematically introduced the concept of transtextuality and provided a structured classification of its constituent categories. Since any human creation can be regarded as a form of text, intertextual theory can therefore be applied to the study of creativity. On the other hand, within the field of design, extensive studies have addressed creativity, leading to the development of various applied techniques for idea generation and creative training. The SCAMPER creativity technique is a systematic method for generating novel ideas based on a set of structured ideation prompts. Using a descriptive–analytical approach, this study conducts a comparative analysis between the concept of intertextuality and the structural logic of the SCAMPER technique. The findings indicate that applied creativity techniques, including SCAMPER, are conceptually consistent with the logic of intertextuality. However, the non-linear nature of the creative process and the multiple, iterative applications of these techniques contribute to the complexity of identifying sources of inspiration and pre-texts for each creative work. More specifically, the strongest correspondence is observed between SCAMPER techniques and the modes of transformation within hypertextuality, which range from minimal to extensive modifications. Accordingly, the processes of creativity and structural innovation employed in design can be theoretically explained and further developed through intertextual theory, and its outcomes can be effectively applied within the design process.
The central role of creativity in the design process has led to the emergence of diverse studies and approaches aimed at explaining the production of ideas and innovation. Nevertheless, the lack of a coherent theoretical and methodological framework for explaining creativity in design through applied creativity techniques remains a significant research problem. The main question of this study is whether the process of creativity in design can be explained on the basis of systematic theories of textual production, particularly Gérard Genette’s theories of intertextuality and hypertextuality. This research aims to examine the explanatory potential of creativity in design based on intertextual theory. Intertextuality, as one of the contemporary approaches to textual reading and criticism, considers every text as derived from prior texts, with meaning emerging through its relations with other texts. Genette systematically introduced the concept of transtextuality and provided a structured classification of its constituent categories. Since any human creation can be regarded as a form of text, intertextual theory can therefore be applied to the study of creativity. On the other hand, within the field of design, extensive studies have addressed creativity, leading to the development of various applied techniques for idea generation and creative training. The SCAMPER creativity technique is a systematic method for generating novel ideas based on a set of structured ideation prompts. Using a descriptive–analytical approach, this study conducts a comparative analysis between the concept of intertextuality and the structural logic of the SCAMPER technique. The findings indicate that applied creativity techniques, including SCAMPER, are conceptually consistent with the logic of intertextuality. However, the non-linear nature of the creative process and the multiple, iterative applications of these techniques contribute to the complexity of identifying sources of inspiration and pre-texts for each creative work. More specifically, the strongest correspondence is observed between SCAMPER techniques and the modes of transformation within hypertextuality, which range from minimal to extensive modifications. Accordingly, the processes of creativity and structural innovation employed in design can be theoretically explained and further developed through intertextual theory, and its outcomes can be effectively applied within the design process.
Type of Study: Research |
Subject:
پژوهش وجوه هنري در طراحي صنعتي
Send email to the article author
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
