Economic and cultural bases of creativity

In the introduction part of the article the author gives a proof of the issue topicality, defines the goal and formulates the problem of the research. Lately, creativity as the process of creation and distribution of new utilitarian value (allocated with consumer qualities) has caused increasing interest from the economic point of view, which is a result of reflection of social and economic problems of the modern era. With all the variety of theories of creativity the term "creativity" presents certain difficulties for definition. With science development more and more intrinsic signs of creativity are allocated, which makes the basis of the content of our knowledge of the studied object. The importance of this or that earlier allocated characteristic sign is subject to changes. Creativity has become widespread abroad from the perspective of economic discourse. The basis of the modern understanding of creativity as a result of the product of the postmodern era is the close coordination of economy and culture. Cultural production and consumption increasingly fit into the framework of industrial and consumable cultural benefits are considered as goods. In this regard, the economic concepts become a prism through which we study, in particular, the culture and the cultural industries. In the main part of the article for a more complete definition of the scope and content of the concept "creativity" the author refers to the specificity of cultural (creative) industries. For this purpose we analyzed relevant overseas studies in this area for a number of bases. Firstly, signs of cultural (creative) industries were singled out and the boundaries of the activities in which a creative product is formed were indicated so that it was possible to explain the multivariate understanding of the term "creativity". Secondly, the characteristic features of the production of cultural goods which, according to foreign authors, are creative products. Efforts to establish cultural goods is a complex multi-level process that requires a detailed study. Thirdly, the creators of cultural goods were characterized. At the end of the article the author summarizes and concludes. Cultural industries approach focuses on a special type of creativity related to the creation and dissemination of cultural symbols in the form of cultural goods. In view of the fact that there is a certain synonymy in the use of the terms "cultural" and "creative" the approach of cultural industries does not allow creativity to relate solely to the art, given the diversity of all forms of cultural activity. In this case, the art falls under the category of industries (industrial, semi-industrial), characterized by a close relationship with commerce in cultural production. Such a vision is due especially to the specifics of understanding of the term "culture" in the international practice. The development of creativity is associated with profit, meeting the needs and interests, which provokes a rational, sensible behavior in favor of economical situation. The author identifies the following features of the study of creativity abroad according to the approach of cultural industries: narrow connotation of the term "culture" through symbols; broad understanding of the term "art" closely related to creativity; multiple use of creativity; creative product simultaneously possessing cultural and economic values.

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