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

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