Creative Social Potential of Digital Society

In the article, the authors consider the phenomenon of creativity, creativity as a demanded competence in contemporary society. Artists, poets, composers, musicians, carriers of the so-called fine art creativity, have always been in demand. In the “fast†digital world, creativity takes on new characteristics, turns into a mass-market productive force. The public demand for creativity and the supply for this characteristic are undergoing noticeable changes now.Creativity has now become a demanded competence that can bring high income to its owners. The authors analyze the influence of common social institutions of socialization on the development of creativity. The article provides a definition of individual and social creativity, structuring the sociological approaches available in world science to the study of creativity and its nature. The authors introduce a new term — paracreativity and reveal its features.The authors come to the conclusion that society, by creating and maintaining social norms, aimed at developing inner freedom and creativity, contributes to the formation of happier social groups and thus individuals, where each individual has created conditions for the disclosure and realization of his creative potential for the benefit of himself and a large or small society, depending on the scale of the activity. Meanwhile, in the digital world, the creator himself regulates the scale of his activities, using/neglecting social networks.