VALUE-SEMANTIC ASPECTS OF INNOVATION ACTIVITY: TOWARDS THE METHODOLOGY STUDY

Abstract

The problem of the analysis of the innovative potential of the society may be concretized as the problem of analysis of culture value-semantic basis of human activity. There are both innovative and antiinnovative cultures by their semantic content. Traditional culture is antiinnovative, closed to innovative flows, static culture, within which all human activity is located transmitted from generation to generation traditions. Partly innovative is utilitarian, more or less open to the flow of innovation, culture, within which human activity is located to the principle of good. However, the innovation activity in the utilitarian oriented mentality is situational limited useful. Creative culture is innovative, attracts streams of innovation, culture, within which human activity acquires creative nature. Typological triad – traditionalism, utilitarianism, creativism should be considered as a tool to analyze the innovation potential of the society.