Sectoral morphology of the field of audiovisual art and production as a creative industry: problem statement

Abstract

The purpose of the article is to pose the problem of forming the sectoral morphology of the modern sphere of audiovisual art and production as a creative industry. The subject is the morphology of the audiovisual sphere of a new type, in which art history elements are combined with economic ones. The relevance of the mentioned research lies in the need to pose the problem and primary scientific understanding of the morphological state of the field of audiovisual art and production as a creative industry.
 The methodology of this article is the morphological approach (method of morphological analysis), substantiated in the works of Z. Alfоrova, the application of which made it possible to identify morphological neoplasms of the audiovisual sphere. Based on the analysis of morphological changes in the modern audiovisual sphere, certain strategies of practical consideration of these transformations are characterized.
 The result of the research is that 1. today, in the developed countries of the world, creative industries are beginning to occupy leading positions in the economy in general; 2. the field of audiovisual art and production is becoming an active creative industry, which today is reformatting its own morphology in accordance with the modern requirements of the economy from a genre-species to a sector economy, changing the algorithms of human resource management in this industry. 3. each sector of the audiovisual art sphere as a creative industry is formed by the latest audiovisual tools, produces its own algorithms for existence in a multimedia digital environment.
 The scientific novelty is the further scientific research in the audiovisual sphere using a morphological approach. The study also takes into account the latest principles of modern culture, which directly affect the modern audiovisual sphere.
 The practical significance of the study based at the knowledge of the processes of morphological reformatting of the audiovisual sphere will enable the activation of similar processes in the national specified sphere, optimizing its transition into an active creative industry.