THE GROWTH OF CREATIVITY IN THE CONTEXT OF CULTURAL CLUSTERING: UTOPIA OF CREATIVE LIFE AND «SMART REALITY»

Abstract

The article discusses the growth of a modern person`s creativity which causes some problems. Actual conditions of a 'smart reality' only exacerbate them. A «smart crowd» is formed in a cluster-structured sociocultural space. It suggests boundaries that are built during the implementation of the ‗project‘ and their flexibility as a basis for communicative interactions. The author characterizes a 'smart reality' by a personalistic identification practice which is guided by the principle of ―We-identities‖. Development of new information technologies changes human psyche occurs and transforms his ability of perception and memory. The emergence of the Internet, as a space of information changing, is opposed to earlier forms of media, primarily television. A consumption-strategy is opposed to a use-strategy. Users are expected to have more аctivity with positive creative potential. It allows researchers to build the ideal model of a creative society. But this model provides an opportunity to understand only a few problems of «smart reality», therefore, it became an object of critic