CULT AND PARADOXICALITY OF CREATIVE ECONOMY IN MEDIA CULTURE CONTEXT

The study deals with the issue of creative economy and cultural industries in the context of media production and creation in conditions of contemporary society. In the paper the author critically evaluates new paradigm of creative economy and cultural industries, which according to her have become a part of concept of official cultural policy both of the European Union and its individual member states. She points out the paradoxicality of implementing this political concept into a specific field, which is media industry, as well as in the process of creation in contemporary media production. While analyzing this issue, she is based on the study of relevant literature and sources, on the basis of which while implementing methods of logical analysis she formulates generalizations and premises. She came to finding that apart from standard limits in media production, the most apparent paradox of all endeavours to reach creativity in media production is the process of its commercialization, conditioned by implementation of methods of media marketing, but also by rationalization and effort to achieve a return of invested financial means. She argues that we are witnessing a new political concept promoting, supporting the emergence of the cult of creative economy, but also the paradox that justifies and confirms the current commercialization of media production and transformation of the qualitative level of media culture.