This article discusses the theoretical Genesis of the concept of innovative economy of culture and creativity, analyzes the main tools to describe and measure its economic activity. The dynamics of the volume of world exports and imports of the culture and creativity industry reached 4.9 trillion dollars in 2016, accounted for the third of the value of commodity exports. In recent decades, about 70 percent of the GDP of developed countries is produced in the services sector, with growth rates of this sector (up to 16 percent per year) much higher than the growth rate of trade (7 percent per year). Trends in the modern development of society-globalization, post-industrialization, transnationalization, softization, information and innovation affect the economy and society, provide a quantitative and qualitative impact on the relationship between their sectors and industries, act as new and significant factors of economic development, and support the competitiveness of countries in the modern economy. The process of deindustrialization and economic growth, which has begun, is mainly focused on the development of the service sector, which has begun to progress faster than industry in all countries. As a result of these processes, the service sector has taken a leading position in economically developed countries. Currently, the underdevelopment of organizational and economic forms and insufficient development of mechanisms to support and strategic development of the cultural industry hinders the development of this sphere, and the structure of sources of investment of socio-cultural projects of the Russian Federation reveals the imbalance between the public and private sectors and the asymmetry between the needs and funding opportunities of these projects. Keywords-culture and creativity industry; global experience in the development of creative industry; management impact; mechanisms of support and strategic development of the culture industryI.

The use of natural science research methods in the form of cluster analysis in the field of humanities on the example of the education system of culture and art gives an innovative direction to the development of the entire field of culture. The main significance of this development has an applied character, what contributes to the forming of the innovative potential of the territory and the attractiveness of the region. As a result of the proposed research, a method of cluster analysis of the education system of culture and art is developed, an algorithm for implementing the cognitive-hermeneutical methodology of teaching and approving the principles of self-development of students, as well as the realization of the role of globalization processes are proposed. The method of factor analysis in the application for the cultural sphere was tested. Recommendations, key indicators and author’s methods of development of the higher education system of culture and art are formed, taking into account the specifics of music education.

The purpose of our study was to understand the nature of the reality show phenomenon in the system of mass communication through analysis of Ukrainian media market of reality shows. For this purpose we have used a broad methodological base: a descriptive method for identifying the features of reality show and journalism, a bibliographic method for processing scientific sources, an inductive method to determine the functioning of reality show, the method of comparative analysis to understand relationship between journalism and reality show, historic-typological method to classify reality shows, methods of generalization and structuring to develop a modern structure of mass communication. The main results of the research are the following: we found that reality show is a product of journalistic activity; the concept of “reality show” and “reality television” is clearly determined. Reality show is a format of a television product in which the actions and emotions of true people in real-life or in specially modelled situations are observed, characterized by accomplishment of unusual actions and constant commentary on everything that happens to them. This category includes competitions, dating, makeover, etc. Reality TV is a type of television program that demonstrates non-played situations in which real people, whether ordinary citizens or politicians and stars of show business, find themselves. The value of our research is that the correlation between reality show, its types and reality TV is clearly established. Reality TV consists of: 1) reality shows; 2) studio/gaming shows (talk show, late night show, game show), 3) broadcasting events (sports, music events, awards ceremony, etc.). Reality TV belongs to the category of entertainment television. In this study the classification of reality shows has been improved, a whole series of functions of the reality show programs has been identified (entertainment, information, recreation, education, social integration and public control), it is proved that reality show has a great potential in the context of mass communication.