Creativity and Сreative Subject in the Field of Social Communications: modern understanding and basic characteristics (part II)

This paper is a follow-up of the manuscript published in the previous issue of this journal where creativity is represented as an immanent characteristic of the subject of communication1. This part starts from the understanding that any phenomenon cannot be considered a priori – objectively – creative or not creative. It is made so by an external – subjective – assessment formed in the course of communication, then social exchanges and interaction of the assessing subject with this phenomenon. Understanding the socio[1]communicative nature of creativity and its essence reveals in the process of relations regarding a product that has some special – creative – value in a certain community. The ontology of creativity, as well as the nature of a creative product, is closed to the category of communication. A creative subject puts a certain message into his product – pragmatic, aesthetic, emotional . This message is directed to the relevant target audiences of the creative product, its potential consumers. By decoding the meanings embedded in this product message, related to (a) novelty / unconventionality and (b) practical usefulness / market relevance, the target audiences perceive the product as creative. In our article, we assume that the assessment of creativity is expressed in three dimensions – product, subjective and activity-based.