THE IMPACT OF CREATIVITY ON PUBLIC OPINION IN MODERN RUSSIAN SOCIETY

Modern Russian society is experiencing a period of profound transformations. In these conditions formation of public opinion becomes of great significance. This opinion is able to rally and stabilize the society, to turn changes in the positive direction. The public opinion can form interests, moods, feelings, emotions, estimates and judgments among the population. Well-formed public opinion is directed on acceptance by the population of these transformations and aspiration to constructive participation in the life of society.

In modern Russia public opinion is formed under the influence of various factors. The artistic work occupies a significant place among them. It is represented by different types (graphic, non-graphic, spectacular) and forms (innovative, initiator’s, of single application). It is an expressive, emotional, multidimensional and widespread tool of influence on different social groups.

If products of creativity affect public interests, have different interpretations, are available to judgment and understanding, they often cause significant structural shifts in public consciousness. Though not all creativity work meeting these criteria can form public opinion and furthermore cause wide public response of consciousness. The reason is that impact of creativity on the public is inconsistent, ambiguous, and is characterized by various force of influence and polarity. However, creativity has the powerful potential of influence on various social groups.

Anyway, the problem of creativity effects on the public has been studied insufficiently. Based on the author's research, this article determines the content of the mechanism of such effects.