For Jones, the message that the research produces has to be attainable to people (431). Research papers might reach people on the intellectual level. If the researcher wants their audience to have an emotional experience, film has the capability of doing just that (431). So Jones, regards creativity as an aspect of academic research (431). For Jones, there is no separation between film for research and research for film (435). They are more like both sides of the same coin. Its possible to incorporate both practices or work just with one of them (435).