СУСПІЛЬНИЙ ВИМІР КУЛЬТУРНОГО ТА КРЕАТИВНОГО ЖИТТЯ МІСТА: МАСОВО-КОМУНІКАЦІЙНИЙ ТА МАРКЕТИНГОВО-КОМУНІКАЦІЙНИЙ АСПЕКТИ

within the framework of reflexive modernity, culture and creativity serve as driving forces behind urban transformation, fostering sustainable development, social integration, and the formation of innovative potential. The integration of cultural and creative resources into strategic urban planning is of particular significance during periods of crisis, when the urgent task of restoring infrastructure coincides with the need to advance the socio-economic sphere by taking into account historical memory, diverse cultural traditions, and the demands of the contemporary knowledge economy. The mass-communication dimension, which encompasses the media, social networks, and public discourse, establishes a unified informational space for representing cultural processes, thereby portraying the city and its symbols to a wide audience. Through multifaceted mechanisms of message exchange, society is consolidated around local identities and cultural narratives, which simultaneously project onto the global stage. In turn, the marketing-communication dimension is realised via targeted branding and positioning strategies within the creative economy. Such strategies help attract tourists, investors, and talented professionals, collectively stimulating the growth and prestige of the territory. This article demonstrates that, within the societal dimension of the city, the creative dimension is not confined merely to the sphere of the arts; rather, it drives innovative changes across economic relations, social practices, managerial approaches, and digital transformation. Creativity functions as a catalyst for reinforcing social capital, expanding access to cultural assets, and intensifying communication. In challenging times, culture helps safeguard and rebuild local heritage, creating conditions for social unity and the reconstruction of collective identities. The study also highlights potential risks arising from gentrification and the commodification of the cultural sphere.