Creativity and Education: Facilitating Transfer of Learning Through Digital Creativity Multimodal Analysis (DCMA) of Social Media Posts

Abstract

This chapter discusses the limited research in multimodal creativity, which subsequently hinders the effectiveness of existing pedagogies in digital literacy, multimodal literacy, and creativity literacy, particularly in the aspect of transfer. Using the Analytical Framework for Creativity in Multimodal Texts (AFCMT), this study demonstrates how the transfer of learning can be facilitated through a digital creativity multimodal analysis (DCMA) of several viral social media posts from Hong Kong, placing emphasis on instructional design, content relevance and transfer specificity. Key components of AFCMT, namely the IEEE matrix and the Cline of Creativity Complexity (CCC), are discussed in terms of their flexibility and potential incorporative power with theories, hypotheses, or frameworks of other research approaches from various disciplines.