PROSPECTS FOR THE UKRAINIAN CREATIVE ECONOMY’S DEVELOPMENT UNDER THE CHALLENGES OF WARTIME

In the conditions of military aggression against Ukraine, the issue of revitalizing economic growth and restoring domestic competitiveness is acute. Creative industries can become the driver of these processes because the creative process is characterized by an initial understanding of why, for whom and how something needs to be created and, in fact, what exactly needs to be created. In the context of the total globalization of economic processes, creativity, as one of its carriers, acts as the most valuable product, but at the same time it only forms it - without becoming a product itself. Thus, the main goal of the article is to highlight and analyze the prospects for the development of the creative economy of Ukraine in the conditions of the challenges of wartime. The authors highlighted issues related to the theoretical foundations of the formation and functioning of creative industries of the economy in conditions of military aggression. It was found that the creative economy is an element of the new economy and forms it together with the innovative and knowledge economy. The study is dedicated to distinguishing the meaning and essence of the components of the economic category "creative economy" and “creative industry” and studied the retrospective of theoretical studies on the interpretation of these definitions by foreign and domestic scientists. The authors also noted that there are no system documents in Ukraine that would regulate such a category as the creative economy. The creative economy is considered as a systemic phenomenon, the peculiarities of its functioning from the point of view of the systemic approach are given. The main problems of functioning and development of the creative sector of the economy are outlined. The international experience of state support of creative industries is analyzed and the prospects of their application in Ukraine in the conditions of military aggression are highlighted. It is also stated that creative sectors that are able to contribute to innovation, modernization and creation of high added value, with the potential for the development of small and medium-sized businesses, should be of primary importance in the reconstruction of the Ukrainian economy. And as a result, creative sectors will be in high demand in global markets.