In the Eye of the Beholder: A Viewer-Defined Conception of Online Visual Creativity

Despite substantial interest in developing theoretical models and technology for creativity enhancement, existing creativity research across various fields lacks a user-centered definition of creativity that can be operationalized in today’s digital spaces. To address this, we conducted a mixed-methods longitudinal research on a study website mirroring content from Bēhance, a popular online platform for creatives. Specifically, we examined how content creators and consumers explored and reflected on online creative content through textual, visual, quantitative, and behavioral data. Analyzing and triangulating these multiple data streams, we conceptualize creativity from the perspectives of its genuine “users,” the viewers. Collectively, we highlight (1) constructs of creativity that have not been emphasized in the existing literature, (2) the impact of users’ roles on content exploration and conception of creativity, and (3) the difference between machine and human users’ perception of creative content. We discuss theoretical and practical implications accordingly.