Scholarly record

INSTABILITY OF CULTURAL IDENTITY IN THE MODERN WORLD AND ITS PROJECTIONS IN CREATIVE INDUSTRIES

O. Astafyeva

Abstract

The significance of the theme lies in posing the question of strengthening of collective identities through development of modern forms of culture, creative industries, in particular. The aim of the article is to show that clusters of creative industries compose innovative part of urban space without any damage to traditional landscapes of urban culture but through providing variety and attractiveness. The author names the causes of instability of sociocultural pictures of the world connecting it with sophistication of modern culture that produces new meanings, needs, desires and aspirations. Active implementation of new cultural practices and attraction of new people into creative activity – art, scientific, cultural pastime facilitate creation of communities identifying themselves with creative class. Creative industries development is one of the ways of strengthening of cultural identity of people living in the same territory. The author concentrates her attention on creation of integrative multifunctional complexes – creative complexes in Ulyanovsk. They underwent several stages with different effect on economy, social level and cultural environment. This allows us to consider them as perspective and effective forms of sociocultural organizations. Interdepartmental and inter- level interaction lying in its basis makes the creative industries sector investment – attractive. The cluster unites those who are directly involved in creative process and those who are to visit theatres, museums, salons and to participate in the events. The evidence of stimulation of creative activity through new cultural forms actualizes the work with cultural heritage of the territory. We can also state that big objects of heritage may be economically profitable with expansion of tourist flows, opening of new territories and culture objects of catering, recreation and rest.

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