Abstract
Interest in creativity as a subject of research has been growing exponentially since the second half of the 20th century in all areas of human history. A wide range of both domestic and foreign studies allows authors to assert that creativity is a personality trait, inherent to one degree or another. Whereas the development of such trait becomes an urgent necessity in the new reality. The entire evolutionary process of the social development illustrates its dependence on personal and collective creativity. The aim of this research is to study the phenomenon of creativity through the perspective of axiology, i.e. the science of values. Axiology allows us to consider the realities of the modern world from the perspective of not only external factors, circumstances and situations, but also of deep value foundations. Creativity has been studied quite deeply from the point of view of psychology: the special characteristics of a creative person, stages of the creative process, the relationship between creative and critical thinking, creativity and intelligence. Some psychologists emphasize motivation, creative skills, interdisciplinary knowledge, and the creative environment as the main components that contribute to the development of creativity. The authors of the article argue that values and value orientations towards cognition, creativity, self-realization and self-expression are the drivers of creativity. In a broad sense, values as a matrix of culture determine the attitude of society to creativity, to the development of creativity of the individual and the creative class, and to how economically successful a given society will be. Since innovation and entrepreneurship are embodied creativity. Thus, the study of creativity from the perspective of axiology combines the need for a deep study of this phenomenon and the subjective significance of creativity in the context of new realities
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