Conceptualization of the problem of creativity in the context of keystone fundamentals of cultural analysis

The aim of the work is to investigate the problem of creativity based on the potential of cultural analysis. The methodology of the research is based on general scientific principles, namely, terminological and systemic. The aim and objectives of the publication led to the usage of such research methods as analysis, synthesis, generalization, which made it possible to clarify the meaning of a number of concepts and terms. Scientific novelty. Emphasis is made on the importance of interdisciplinarity, and personalization as factors that “anatomize” creativity, highlighting such structural element as “artistic creativity”, deepening in this way, the idea of a creative personality that can not only create but also change the paradigm of art. The idea of “cultural turn” is involved, in the logic of which the idea of creativity is corrected. Conclusions. Based on the interpretation of the phenomenon “creativity - artistic creativity” and taking into account the experience of Ukrainian experts, a new definition of creativity is proposed: “Creativity is a purposeful activity to create fundamentally new spiritual and material values that have both universal and national historical and cultural significance”. The stated definition is based on an interdisciplinary basis and outlines areas for further theoretical investigation in the sphere of cultural knowledge, as it allows to identify topics that need deep study in the context of factors of cultural analysis