Abstract
The article examines the impact of art coaching on the creative potential of an individual during the crisis of self-identity, which arises due to the lack of an individual’s emotional and creative perception of the surrounding reality in modern society. Based on an analysis of the empirical basis and relevant research, a range of socio-cultural issues that hinder the full realization of the client’s potential are presented and made more concrete; the goals and prospects of art coaching in addressing these issues are identified; and an up-to-date approach for influencing the individual through various creative activities is proposed. The possibilities of contemporary culture and art in developing a person’s creative capacity through art coaching are also discussed. The article discusses the mechanism of the impact of art coaching, which fosters and develops a need for acquiring life meanings and a cultural identity for a person. It has been concluded that the development of art coaching technologies has a positive impact on the formation of a creative identity as a cultural individual. The use of these techniques can contribute to the success of any person’s activities, regardless of their age category or field of work.
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