Actual forms of objectivization of cultural creativity in media space

In the realities of the 21st century, the Net technologies have become a global factor that changes and rearranges the social and cultural space. This has resulted in the development of new forms of objectification of cultural creativity: new media, Internet art, interactive literature, etc. The main features of cultural creativity in the space of new media are connectedto the consequences of overall accessibility of authorship, that is, to the absence of technical access for the authorship attribution. The main motives for transforming the user into the author are self-affirmation, the definingof one's own existence and the desire for social response, which gives the user the functions of a designer rather than a creator. The way of being on the Internetis thus a way of being in the community. Nota less important form of objectification of cultural creativity in the context of development of information technologies is the modern Net-Art, which characteristics are application of computer-network technologies in art-works; interactive interaction of the audience; impossibilityof existing of this genre worksoutside the media network. The XXI century takes the master away from irrational revelation into the "inspiration of the mind", and grants, funds and projects become the main attributes of the actual forms of cultural creativity: creative teams are beingformed, new approaches to representativeness, interdisciplinarity, resource support, etc., are developing. New criteria for communicativeness develop: the viewer is motivated and provoked to coauthorship - the creation of Net-Art. And the ideas of projects themselves are already the driving force of progress. Creativity, cultural creativity are the organizers and conductors of innovations that provide the introduction of these ideas into practice. With a certain positive ideology of the information society, Net-technologies can and should help to solve the problems of cultural accumulation and development of the national cultural heritage, which is impossible without cultural participation of institutions of culture, art, ethnography, histo-ry:the development of methodology for creating funds;formation of the concept and criteria for creation of collections, etc. Net-technologies can give a new impulse to the development of not only innovative, but also traditional culture. Thus, the cultural potential of information technologies grows proportionallythe way in which the information environment is transformed into the phenomenon of a technologically convergent media space. It is in this space that a multivariate cultural product is created based on the principle of complementarity. Blurring of distinctionbetween various formats of cultural creativity takes place, integrative interdisciplinary spheres are formed. Objectification of cultural creativity in the modern media space is carried out in specific forms: oriented toward ideological provocation of artistic and technical utterance; creative project activity to materialize the conception in a mixture of stylistic, genre, technical visualization; characterized not by the degree of expressiveness of the artistic image but by the creativity of the presented idea, in the realization of which the viewer acts as a co-creator or as aparticipantof the creative process.

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