CULTURAL TURNS AND THE NEW ANGLES OF UNDERSTANDING THE CREATIVE ACTIVITY

Abstract

The article examines the theory of cultural turns that arise from periodic changes in society on culture and represent the reorientation or shift of focuses in the sphere of cultural studies, a kind of displacement of the perspective in which the main focus points are transformed into methodologically significant approaches. This paper deals with the concept of “cultural turn”, outlined in the book of Doris Bachmann-Mediсk, the German researcher, who uses it to analyze the peculiarities of the cultural process that continues at the present stage of society. In addition, the article explores and comprehends the role of creative activity, as a cultural practice, which is used as an instrument for economic and socio-political shifts in the field of constructing renewed identity with the inherent contemporary society of values and beliefs capable of inspiring and stimulating humanity to spiritual development. The result of a cultural turn based on rethinking the role of creative activity in society was the introduction of it in all spheres of public life, in which creative, political, economic and media fields are inextricably linked, and modern cultural practices are involved in the construction of a new social space known as an “infosphere”. This was the predominance of humanitarian cognitive activity in public life. Such a perspective of consideration of modern cultural processes generates a specific research practice, which reveals still darkened or depressed culture dimensions through the formation of unconventional transdisciplinary alliances and complex connections. Therefore, progress in knowledge of culture is felt not only when paradigms change, but also marked by increasing productivity due to the eclectic coexistence of “turns”.