Aplication of Creative Thinking Methods

in Forming Effective Work Culture

Emilia Ramadhani

Departement of Communication Science, Universitas Sumatera Utara, Jl. Dr. A Sofyan No.1

Medan 20155 ,Indonesia

Keywords: Creative Thinking, Audio Visual, Work Culture

Abstract: Within an organization, culture is the values and habits that are accepted as a shared reference that is followed

and respected. This habit becomes a work culture of human resources within the organization, and is often

called an organizational culture. In an increasingly competitive era, organizational culture needs to always be

developed by changing organizational culture. This is not a simple process, because the organization consists

of human resources with different backgrounds and levels. Thus, changes in organizational culture are carried

out first by changing the mindset of all human resources in it. One method that is trying to offer to change

this mindset is to provide a workshop activity that will deliver the participants (core organizational

implementers) to the creative thinking process through audio visual techniques. The interesting thing about

this method is its ability, in provoking the creative ideas of the organization's core implementers (managerial

and executives from various divisions), whose daily functions carry out decision making and implementation

of organizational policies in achieving the organization's vision and mission, to formulate

values organizations (companies) utilizing creative thinking and audio visual patterns are used as a medium

in creating effective work culture later.

1 INTRODUCTION

The change is a phenomenon that always occurs in

the life of the Organization, many argue that the pace

and magnitude of change has increased significantly

in recent years. Research conducted The Institude of

Management the year 1991 showed that 90% of the

Organization to be more sleek and flat.

In 1992, it was reported that 80% of managers

responding to the changes by doing a restructuring of

the company in the last five years. Therefore, we see

that in a relatively short time, most organizations and

workers, has undergone a change in the substance of

what they do and how they do it (Burnes, 2000:250).

The way of management and the suitability of the

approach used, has many implications, especially in

the way of someone experiencing a process of change

and its perception towards the result. Many managers

reported about the level of dissatisfaction against the

results of the changes.

Burnes survey conducted in 1995 (Burnes,

2000:252) reveals that, as a result of organizational

changes, the Task Manager, the load becomes heavy

and far more of them should work for 15 hours in one

week. Many also reported that the increasing burden

of duties, has prevented them from providing enough

time for doing strategic planning or the needs of his

own training and development.

Changes can occur in a variety of form, size and

shape, making it difficult to get an accurate picture of

the level of difficulty faced by the Organization in

managing change successfully. However, there are

three types of important organizational changes that

need attention, namely, the introduction of new

technology in the year 1980 's; adoption of Total

Quality management in the last fifteen years; and

application of Business Process Re-engineering since

1990 's. The third type of these changes, at the time

respectively, expressed as a revolutionary approach to

improve performance and ability to compete.

Research shows, that the failure rate of the use of

new technologies in the range 40-70%. Meanwhile,

total quality management, which showed the total

effort every part of the Organization to improve

quality through; changes to the structure, practices,

systems and attitudes, does not indicate the

sustainability and 90% said failed. Business Process

Reengineering (BPR) which reflects the initiatives,

Ramadhani, E.

Aplication of Creative Thinking Methods in Forming Effective Work Culture.

DOI: 10.5220/0010104218511856

In Proceedings of the International Conference of Science, Technology, Engineering, Environmental and Ramiﬁcation Researches (ICOSTEERR 2018) - Research in Industry 4.0, pages

1851-1856

ISBN: 978-989-758-449-7

1851

large and small, conservative and a radical

performance improvement organization through

business process efficiency and effectiveness, shows

that the results are lower than expected, between 60-

70% failed (Wibowo, 2011:245).

Therefore, although the third type of the change

initiative is equipped with information and assistance,

but there is no guarantee of success. Thus, managers

continue to consistently identify the difficulty of

managing change as one of the barriers to improving

the competitiveness of organizations. One of the

reasons why the success of the change is elusive

because of the many disputes about the frequency of

how often and how the level of change required. This

of course needs to be communicated with all the

existing members in the organization. And the role of

communication in change becomes very important

because this is what will be bridging between the

desire of the leadership of subordinate funds.

In the process of change, there was interaction

between the advocate, sponsors, agents, and the

target, so that when the entwined good

communication between them will be able to reduce

the chance of resistance. Communication is essential

for the management of change, and in some

situations, it is said that, change management is the

management of communication. Communication is

crucial to develop readiness and enthusiasm changes,

modify the way people think and behave, in the

education/training, also ensure the changes continued

to be maintained after the implementation.

The process of change, done with the redesign of

processes and procedures, which enables customers

served by flexible. However, face many challenges in

its implementation and in some cases are still using

the old procedure. The problem occurs because in the

process of redesigning the changes, yet involves all

elements of the human resources required, so they

lack understanding and are not ready to implement.

Subordinates do not have the opportunity provide

opinion over changes to their jobs.

Communications must be made in the style,

format, media, and the appropriate timing for

subordinate groups. A lot of great work become

useless because of a lack of communication.

Communication is the management of expectations.

Good communication will enhance care and support

for the changes, and even the most unpopular changes

will happen more smoothly when the person is ready

to do so (Wibowo, 2011:292).

Communication enables certain changes can

occur. Communications can drive change by starting

a positive response. Once in understand and accepted

behavior, people will begin to be modified. Its main

organizational culture change program is about

modifications to performance management,

combined with appropriate communication and are

sustainable. Cultural change within the Organization

to become one important in change management.

Culture is the values and habits that are accepted

as a common reference that is followed and respected.

Within an organization, this habit becomes a work

culture of human resources within the organization,

and is often called an organizational culture. Reality

shows that, few executives use culture in their

strategy. If the organizational culture environment is

not managed properly, people will feel that change

will come with volume, momentum and complexity

greater than their ability to deal with it.

Organizations need to change the culture adopted

so far to be able to create a climate that encourages

the empowerment process. Values that are not in

accordance with the employee's work value will

cause the work ethic to decrease and result in an

increase in the intensity of employee cessation (turn

over). For this reason, it is necessary to redefine the

expected values so that all human resources within

them can be created so as to create an effective work

culture.

Recognizing the importance of reformulating

cultural values in the organization, this researcher

tries to offer a creative and innovative method in the

form of utilizing audio visual creativity during the

process of formulating organizational (corporate)

cultural values. This method is expected to be a

complement to the existing methods, namely

Organizational Management disciplines. The

interesting thing about this audio-visual method is its

ability, in provoking creative ideas of the core

organization implementers (managerial and

executives from various divisions), whose daily

functions carry out decision making and

implementation of organizational policies in

achieving the organization's vision and mission, to

formulate values value of organization (company).

This method is also a measure of whether the main

values that exist today are aligned with available

human resources, thus helping stakeholders to make

changes or alignment of organizational culture

(company).

2 RESEARCH PROBLEMS

Based on this background, the research problem is:

1. How to find a complementary method that can

create values that produce the most effective work

culture in an organization (company)?

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2. What new values emerge that reflect the value held

by all leaders and staff as part of the organization?

3 RESEARCH OBJECTIVES

The objectives of this study are as follows:

1. Found a method that can provoke creative ideas of

the company's core executives (managerial and

executives from various divisions), whose daily

functions carry out decision making and

implementation of company policies in achieving the

company's vision and mission, to jointly formulate

corporate values by utilizing creative thinking

patterns (creative thinking).

2. Found new values that will have an impact on the

work culture that they apply in the organization

4 LITERATURE REVIEW

A lot of literature explained that media literacy is

always associated with media education. The problem

is why does it become necessary to have a literacy

media? This is because our society is heterogeneous,

when viewed from ethnicity, religion, infrastructure,

education, knowledge, professional background,

geography and various other factors. Media literacy

is the ability to understand, analyze, and deconstruct

media image. The ability to do is needed so that

viewers as media users (including children) become

aware of how the media is constructed (made) and

accessed.

Understanding of media literacy is one of the

concept to build media-user knowledge on the

pressures of media issues. Media literacy also gave

emphasis on each individual media user in the

community to control media content that might

influenced consumer culture. Potter emphasized this

and states: "without a good understanding of their

media messages, and the effects, people can develop

misunderstandings and misperceptions about their

world. Those who fail to develop their media literacy.

Will get the script a long in atide message (Potter:

2004: 20). Baran added that media literacy is a skill

we take for granted, but like all skills, it can be

improved (Baran: 2009: 26).

Organizational culture has an impact on the long-

term performance of the organization, perhaps even

an important factor in determining organizational

success or failure. Although it is not easy to change,

organizational culture can improve performance, so

that organizational productivity increases (Tan, 2002:

21).

Organizations with a strong and positive culture

will enable people to feel motivated to develop, learn

and improve themselves. If people work in

organizations that are well managed, then the level of

motivation and satisfaction will be higher. Many

organizations are pressured to make changes to stay

competitive and survive. The organization is aware

that changes must be made due to external

competition pressure. So, it was decided to

immediately conduct training for staff to improve

competence and motivation. Staff are sent to take part

in training in a convenient place to discuss the

problems faced, develop new strategies to overcome

problems, build a spirit team and grow a sense of

friendship. However, after returning to his workplace

it did not show any change (Wibowo, 2011: 48).

Most changes are made with superficial habits.

They simply change the structure, process, strategy

and technology without paying attention to the

fundamental impulses needed for the organization.

The fundamental drive that is needed is to make

organizational culture. Efforts and results of change

will only be sustainable if the organization is able to

provide time to form organizational culture in

accordance with the desired changes, as what will be

done in this research later.

According to James C. Coleman and Coustance L.

Hammen, 1974 (Rachmat, 2016: 74), creative

thinking is "thinking which produces new methods,

new concepts, new understandings, new inventions,

new work of art." Creative thinking is needed, starting

from communicators who have to design the

message, engineers who have to design buildings, ad

experts who have to organize verbal messages and

graphic messages, to community leaders who must

provide new perspectives in overcoming social

problems.

Creative thinking must meet three conditions.

First, creativity involves a new response or idea, or

that is statistically very rare. But novelty is not

enough. We can overcome population density in the

city by building underground houses. This is new but

difficult to implement. The second condition,

creativity is, can solve problems realistically. Third,

creativity is an effort to maintain original insight,

assess and develop it as best as possible (MacKinnon,

1965: 485).

When people think creatively, there are several

types of thinking used, namely deductive, inductive,

or evaluative. And what is used most often is

analogical thinking. Inductive thinking is often used,

precisely because it is not "selogis" thinking

Aplication of Creative Thinking Methods in Forming Effective Work Culture

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deductive. Evaluative thinking helps creativity

because it causes us to critically assess ideas.

Psychologists mention five stages of creative

thinking

1) Orientation: Problems are formulated, and aspects

of the problem are identified.

2) Preparation: The mind tries to gather as much

information as possible with the problem.

3) Incubation: The mind rests a little, when various

solutions face a dead end. At this stage the problem-

solving process continues in our subconscious soul.

4) Illumination: The Incubation period ends when the

thinker obtains a kind of insight that solves the

problem. This gives rise to Aha Erlebnis.

5) Verification: The final stage to test and critically

assess the problem solving proposed in the fourth

stage.

Creative thinking thrives when supported by

personal and situational factors. Creative people have

diverse temperaments. Wagner is arrogant and

arrogant; Tchaikovsky is shy, quiet and passive;

Byron hypersexual; Newton is intolerant and angry;

Einstein was humble and modest (Hunt, 1974: 455).

However, there are several factors that generally

mark creative people (Coleman and Hammen 1974:

455):

1) Cognitive ability: Includes here above-

average intelligence, the ability to produce new ideas,

ideas that are in progress, and cognitive flexibility.

2) Open attitude: Creative people prepare

themselves to receive internal and external stimuli; he

has diverse and wide interests.

3) A free, autonomous, and self-confident

attitude. Creative people don't like being "herded";

want to present himself as best he can and at will; he

is not too attached to social conventions. Maybe this

is why creative people are often considered

"eccentric".

Item number 3 brings us to situational factors

that foster creativity. Historians note that there are

times when creativity thrives; for example, Islam in

the Abasiyah era, Italy at the time of the Renaissance.

It is well known in totalitarian countries that

creativity in science is brought to life, but creativity

in literature or social sciences is hindered. Creative

thinking only develops in an open society, is tolerant

of "strange" ideas, and gives everyone the

opportunity to develop themselves.

Audio-Visual Media is a medium that has sound

elements and image elements. This type of media has

better capabilities, because it includes both types of

media, namely Media Audio and Visual Media.

According to Sutikno (2009) Audio Visual Media

is "Modern instructional media in accordance with

the times (the advancement of science and

technology) covering media that can be seen and

heard".

Audio visual media is one method that is often

used in the learning process. The main emphasis in

audio-visual teaching is on the value of learning

obtained through concrete experience, not only based

on mere words. The next development was the

emergence of the audiovisual communication

movement that occurred in the 1950s. In the late

1950s communication theory began to influence the

use of audiovisual aids, so that in addition to being a

media aid it also functioned as a channel for messages

or learning information. From that moment on

audiovisual equipment is not only seen as a teacher's

tool, but also as a means of channeling messages or

media. This theory is very important in the use of

media for the activities of learning programs.

According to an expert in communication and

education media, Rudy Breatz, the educational media

has the main characteristics and has 3 main elements:

Voice, Visual and motion. The oldest technology

used in the learning process is printing that works on

the basis of mechanical principles, then Audio-Visual

technology was born which combines mechanical and

electronic discoveries for learning purposes.

As a learning medium in education and teaching,

audio-visual media has the following characteristics:

• Ability to improve perception

• Ability to improve understanding

• Ability to increase learning transfer.

• The ability to provide reinforcement or

knowledge of the results achieved.

• Ability to increase retention.

The characteristics of Audio-Visual media are having

sound and elemental elements. This type of media has

better capabilities, because it covers both the first and

second types of media, namely audio and visual

media. (Miarso: 1986,34).

Audio-Visual Media consists of:

1. Audiovisual Silence

That is media that displays sound and still

images such as:

a. Sound frame film (sound slide)

b. Sound Series Movie (Film Strip)

c. Voicemail page

2. Audiovisual Motion

That is media that can display moving sound

and image elements such as:

a. Sound film

b. Television film

c. Film Bracelet (Loop Film)

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In terms of its condition, audiovisual media is divided

into:

• Pure audiovisual namely sound elements and

elements of images coming from a source

such as audio cassette film / video.

• Impure audiovisual, ie the sound and image

elements come from different sources, for

example sound frame films whose image

elements are sourced from the projector slide

and the sound element comes from a tape

recorder.

And judging from the power of its coverage, the

media is divided into, First, media with wide and

simultaneous coverage. The use of this media is not

limited by place and space and can reach a large

number of students at the same time. Second, media

with limited coverage by space and place. This media

in its use requires special space and places such as

films, sound slides, coupling films, which must use

closed and dark places.

5 RESEARCH METHODS

This type of research is qualitative descriptive

analysis using participant observation methods. The

initial stage needed to do this research is to design

training forms with audio visual methods by creating

training modules or guidelines in accordance with the

standards of the National Professional Certification

Agency (BNSP). This research was carried out in

March 2018, taking place at the BKKBN Office of

North Sumatra Province. The study was conducted by

carrying out a workshop which was attended by 15

participants consisting of all Heads of sub-sectors,

Personnel Analysts, Widyaswara, and several staff

members. For data analysis used qualitative

descriptive analysis techniques.

6 RESULTS AND DISCUSSION

To design a training or workshop activity, a training

module or guideline is needed which describes the

stages of training implementation, the competencies

that will be produced and measurable feedback.

The stages in this training are as follows: (1)

Introduction and regulations that must be obeyed; (2)

Explanation of values; (3) Start trying to recall the

preferred characters or antagonists along with the

reasons, to provoke participants' creative thinking

abilities; (4) Explain the value contained in the

corporate culture; (5) Watching audio-visual shows in

the form of advertisements that are deliberately

chosen to show the values contained in the

advertisement, either from the side of the image or the

behavior of the characters in the advertisement, to the

sound of the music that accompanies it; (6) Test the

creativity of thinking by listening to the music of the

advertisement with your eyes closed and the

participants were asked to write down what values

they tried to communicate through the music; (7)

Group practice, to find out what values are

communicated through the next advertisement

screened, then presented to all participants; (8) The

second group practice is to find out what values are

communicated through the next advertisement

screenplay, then re-present it to all participants; (9)

Group practice, began designing the BKKBN

advertisement by pouring ideas as creatively as

possible to communicate what values were contained

in the organization, which were expressed through

player characters, storyline-methapora, and

background music in the form of story board audio

shows visual and present it to all participants; (10)

Feedback from participants in the form of questions

related to participants' understanding of the value and

course of the training process.

There are two groups that must present the results

of the discussion. The results of Group I are audio

visual shows about the daily lives of BKKBN

employees starting from going and going home from

work. The selected background music is a song that

is quite cheerful from Armada with the title going

early in the morning. The show began with a BKKBN

employee who rode a motorcycle to his place of work

by always smiling and looking happy. Meeting with

the leader admonished greetings, met with friends and

also reproved greetings full of warmth. Work and

coordinate with teammates while joking. When it

comes to prayer, both pray together. All activities

from going home to work are nuanced simplicity. The

value to be communicated in the story board of this

audio-visual program is honesty, kinship,

responsibility, cooperation, coordination, integrity,

respect, fun, intelligence and simplicity.

The results of group II are audio visual shows on

how to work with PLKB (Family Planning Field

Officer). The selected background music is a song

that is quite cheerful from Santa Hoki with the title of

a harvest party. For the values that must be owned by

the PLKB officials are reported to a farmer who

always works hard and is full of enthusiasm. But 2-3

months the results are not yet visible. Many problems.

Land stretcher and rarely rain. Rice becomes infertile.

Seeing this, the farmers did not despair, kept working

hard and finally there was an idea to invite other

Aplication of Creative Thinking Methods in Forming Effective Work Culture

1855

farmers, how to change the soil to become fertile.

Conduct a joint evaluation, whatever is wrong. In the

end the land became fertile because of cooperation

and got ideas from other farmers. Rice thrives and

they celebrate it with a harvest party. Rejoicing

together welcomed the abundant harvest. Likewise, a

family planning field officer should have values such

as the farmer. The values that want to be

communicated in the story board of this show are the

values of integrity, mutual cooperation and work

ethic.

Creative thinking method using audio visual

shows is a new method that is very effective to be able

to recognize and feel what value is. Similarly, the

values contained in an organization that we are

familiar with organizational culture. Most of the

values contained in organizational culture are only

jargon where values are derived from previous

leaders.

This of course causes people who work in the

organization to feel that they are not part of the

organization. Even the values they profess in

themselves do not understand it. Especially having to

adjust personal values with the values that exist

within an organization. For this reason, a creative and

innovative method is needed to re-formulate what

values are actually contained in the organization.

From the results of the training conducted by the

participants, they realized about the importance of the

meaning of a value because it will have an impact on

their work culture. Through audio visual shows

participants can feel the meaning of a value directly

and without realizing it they actually have these

values. There is no directing process in this training.

All new values that emerge are the result of the

participants' thinking through audio visual techniques

that make participants more creative in finding value.

With the discovery of new values, it is hoped that it

can provide freshness in work and will certainly have

an impact on the formation of an effective work

culture in the organization.

7 CONCLUSION

From the results of the study it can be concluded that:

1. Creative thinking method through audio visual

techniques is very effective in provoking the

creative ideas of the organization's core

implementers in reformulating the values

embraced by the organization, which

reflects the values adopted by each member

in the organization. With the right value

formulation process, it is expected that it

will have an impact on the creation of an

effective work culture.

2. The new values that emerge in this

organization are honesty, kinship,

responsibility, cooperation, coordination,

integrity, respect, fun, ability, simplicity and

the last is the work ethic which reflects the

value possessed by all leaders and staff as

part of the organization

3. To find a creative and innovative method, it

requires courage, intelligence and accuracy

in combining several methods from different

sub-disciplines in order to be able to provide

freshness in a study.

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