Between Online and Offline (Part 2)

This series asks Professor Toshiro Murase of Waseda University about the essence of communication. In this industry, terms like communication, collaboration, relationship, and engagement often appear as foreign words, but what exactly are they? Professor Murase provides a clear explanation.

What Matters is "Breadth" × "Depth"

Following on from #03, we again spoke with Professor Murase from the perspective of "online and offline." "Last time, I mentioned that social media's greatest appeal is its ability to weaken the constraints of social status. Simply put, it's convenient. Regardless of age or gender, regardless of status, you can connect anytime, with anyone, without moving from your location – truly, with people all over the world. And it costs nothing. Its appeal lies in the speed and breadth of communication."

Toshiro Murase:
Associate Professor, Waseda University School of Commerce. After graduating high school in 1997, he moved to the United States. He earned his Ph.D. in Industrial and Organizational Psychology from the University of Central Florida in 2011. Following postdoctoral research positions at Northwestern University and Georgia Institute of Technology, he taught at Roosevelt University in Chicago. He has held his current position since September 2017. His research specializes in leadership and teamwork.

"On the other hand, the appeal of real communication lies in its depth. As I mentioned before, it enables multidimensional communication. The key point is that it is narrow and deep, as opposed to online communication, which is shallow and broad."

Organizing it this way makes the characteristics and advantages of online versus offline communication clear. Breadth and depth. Both are crucial, whether considering human relationships or one's own personal growth. "I think it's important to skillfully balance and utilize both online and offline. Each has its pros and cons. Identifying their strengths is key."

People often tend to focus only on the downsides. "Digital? More troublesome than convenient," or "Pouring drinks for the boss is such a hassle." Mr. Murase's point is different: let's consider communication methods positively, from the perspective of "breadth" and "depth."

What is creativity?

Here, I asked Mr. Murase about the nature of creativity. Having worked as a copywriter for over 20 years, I understand the importance of teamwork. Unless you're a true genius, one person alone cannot produce truly creative work.

It takes a team—salespeople (now called business producers), creative directors, marketing pros, CM planners, art directors, production company producers, directors, and production staff—to finally create a 15-second commercial.

"I believe creativity arises from confronting and combining ideas that are distant from oneself, ideas that are different from oneself. The strength of diversity isn't about individuals doing whatever they please. Creative things are born from discoveries like, 'Huh? This combination exists?' And what supports that is communication."

According to Mr. Murase, if similar people gather, share the same space and time, talk about similar things, and act similarly, nothing creative will emerge. This is because the feeling of "wanting to exclude outsiders" inevitably arises.

"Back when real-life interactions were the only game in town, communication was based solely on relationships where one wanted to teach the goal or learn the goal. I think this applies to work, romance, and marital relationships. But now, we're in an era where we should freely decide that goal as a team. In terms of gaining freedom, nothing is more convenient than online communication. And to give that freedom a form, some kind of framework is necessary. I think rules and teams are one of the excellent frameworks."

That's deep. Starting next time, I'll finally delve into the essence of "team," the theme of this series. (Continued in #05)

Waseda University, where Mr. Murase serves as Associate Professor

[Editor's Note]

At the end of the interview, I asked Mr. Murase, "What are the characteristics of communication with your peers?" In a company like Dentsu Inc., you might have nearly 200 peers from the same hiring class. Their assigned work varies widely. By the time they reach their 50s, some peers have advanced in their careers, while others remain so-called regular employees. Some left the company long ago. You don't necessarily interact with them daily. Yet, there's an underlying connection. When you need help, even a sudden email gets a response. If you suggest catching up for drinks after a long time, the conversation flows freely—from old memories to current work.

Following Mr. Murase's perspective, I think this represents an excellent balance between work and personal life. We seem disconnected yet remain connected. We're connected, but it never takes away our freedom. We understand each other's personalities and feelings. We get along with things like, "That's just like you. Well, do your best." It's as if a certain kind of "team" has formed through the bond of being peers.