Миф коллективный versus миф индивидуальный в сюрреализме 1920-1930-х гг.
The chapter is devoted to the study of surrealist exhibitions and the collective creativity of surrealists.
In the current study, we evaluate relations between parameters of the ideas exchange process and individual creativity. The following parameters of creativity were analyzed: productivity, flexibility, and originality. Effects of ideas sharing on parameters of creativity were assessed in an idea exposure paradigm. Stimulus ideas were subdivided into 4 semantic categories: with high level of novelty; with low level of originality; of aggressive content; "silly". The hypotheses were that the individual creativity is influenced by the semantic characteristics and the way of the exposure of stimulus ideas; that the originality of subject's ideas depends on the level of novelty of stimulus ideas. We analyzed obtained data using structural equation modeling (SEM). Experimental results showed the most intensive changes in creativity in groups, where ideas with high level of novelty, as well as "silly", "senseless" had been exposed. The results of the study could be applied to a practice of generation of novel ideas and their assessment, as well as to various procedures and stages for the stimulation of individual creativity.
The article contains a review of the evolution of style and genres of mass literature as products of mass consumption. We identify two concurrent trends in the development of contemporary mass literature. First, there is a growing integration of the various genres of popular literature. Second, there is differentiation, accentuating a unique and original personality of the author. A stylistic platform for both tendencies is the genre of fantasy. This genre is close to a social mythology, and is able to deliver a non-trivial content of branding (narratives, themes and plots, legends, striking names).Thus, fantasy provides opportunities to effectively integrate the popular literature with artifacts and technologies of other cultural industries in particular, and economy of consumer society in general.
There are examples in the article which illustrate application of surreal ideas for events and advertising campaigns.