Do we zoom creativity out of us?

Brucks and Levav investigated creativity during Zoom-type sessions. They found via a lab study (involving participants worldwide) and a field study that “videoconferencing inhibits the production of creative ideas.

By contrast, when it comes to selecting which idea to pursue, we find no evidence that videoconferencing groups are less effective . . . than in-person groups. . . . we find that our effects are driven by differences in the physical nature of videoconferencing and in-person interactions. . . . in-person teams operate in a fully shared physical space, whereas virtual teams inhabit a virtual space that is bounded by the screen in front of each member.

Our data suggest that this physical difference in shared space compels virtual communicators to narrow their visual field by concentrating on the screen and filtering out peripheral visual stimuli that are not visible or relevant to their partner. . . . virtual interaction uniquely hinders idea generation—we find that videoconferencing groups generate fewer creative ideas than in-person groups due to narrowed visual focus.”

Melanie Brucks and Jonathan Levav.  2022. “Virtual Communication Curbs Creative Idea Generation.”  Nature, vol. 605, pp. 108-124, https://doi.org/10.1038/s41586-022-04643-y