PERSONALITY CREATIVITY IN LANGUAGE AND COMMUNICATION

The article deals with the problem of personality creativity within the framework of the dichotomy “language VS communication”, which is built into the triad “language – creativity – cognition”. This triad is analyzed in two dimensions: from the point of view of the creativity of the language system; from the point of view of the creativity of a linguistic personality. Models and cognitive mechanisms of creativity are presented. Along with analogy and inference, there are three types of the main mechanism of creativity– deviations: pragmatic (distortion of the sign-user relationship); semantic (distortion of the sign-referent relationship); conceptual (distortion of the relationship between the conceptual structures of the original and new values). Pragmatic deviation plays a special role in the process of creative development of new meanings. The question of the boundaries of deviation and what imposes restrictions on the development of new creative meanings is considered. We prove that the limitations on the development of new creative meanings of the word are imposed by the conceptual structure of the original meaning of the word. Based on the latest achievements of Russian and foreign cognitive science, we analyze the structure of the mental lexicon as the main component that plays a leading role in creativity. The connection between creativity and the threat of manipulation is indicated. It is proved that linguistic creativity can lead to the creation of ambiguity (obscurity), which can lead to manipulation. The prospects for further research in the field of creativity are determined, namely, a cross-cultural approach to this phenomenon.