Cultural Potential and Creativity of Modern Communicative and Event Practices

The purpose of the article is to investigate the cultural potential and creativity of modern communicative practices and event practices, which have common manifestations in the field of cultural and project activities in the field of creative industries. The research methodology is based on the application of interdisciplinary and systemic approaches, as well as a set of methods: analytical, synthetic, cultural, which allow a comprehensive consideration of the given problem and formulate reasonable conclusions. The scientific novelty consists in the systematisation of the consideration of cultural creation and creativity as integral qualities and characteristics of communicative practices and event practices, which are a component of modern creative industries and are aimed at producing a high-quality cultural product. Conclusions. As a result of the research, it was established that new cultural phenomena and artefacts appear at the border of the intersection of the technical-informational and social-cultural environments, which are constantly updated by everyday practical human activity. In this context, one of such phenomena is communication mediated by the Internet network, which is a type of visual works and verbal messages that simultaneously act as means of communication and objects of culture with new meanings and connotations. Modern communicative practices, mediated by the Internet network, have most contributed to the formation of a separate Internet culture, and especially to the formation of its new forms, and are the result of both individual and collective creativity, based on creative ideas and their dissemination among the general public. Accordingly, not only new types of social interactions are formed, but also old ones are preserved / updated, which ensures stability and regularity of everyday life, allowing it to remain one of the fundamental components of social life. Modern communicative practices increasingly affect the socio-cultural environment, the sphere of creative industries and event practices, directly determining the formats of interaction with the audience in the process of retransmission of ideas, meanings and values in cultural and project activities, allowing a person to satisfy the needs for information, communication, and creative activity. Communicative practices in the environment of creative industries and event practices are characterised by a characteristic creation, which actually appears as the newest culture creation of the modern socio-cultural space, mediated by informational and technological components. Keywords: cultural creativity, cultural potential, communicative practices, event practices, creative industries, cultural design, cultural product.