Abstract

The urgency of the research is that the conditions for the formation of a creative personality, which are the result of the formation of a creative and knowledge economy, in which the given type of personality is in demand, is presented. Problem statement – the phenomenon of a creative personality as a phenomenon and a basis for formation of a creative and knowledge economy in the conditions of globalization challenges and trends 4.0. It is the information society and social entrepreneurship that are the main factors in the formation and development of a creative and knowledge economy, which requires the formation of a creative personality. Analysis of recent research and publications – we rely on the authors who investigated the "know-how-intelektual" society, which is based on a well-known intellectual-property and personality. These are the works of B.Andrushenko, T.Andrushenko, V.Vashkevich, V.Voronkova, O.Kyvlyuk, V.Melnyk, V.Nikitenko, R.Olexenko, O.Sosnina, S.Sharova. Identification of unexplored parts of the general problem – conceptualization of the concept of a creative personality in the face of globalization challenges 4.0. The research is based on theoretical and practical aspects of the formation of the concept of creative personality as a factor in the formation of a creative and knowledge economy. Setting objectives – the use of socio-acciological and neoaxiological approaches and methods that allowed deeply penetrate into the conditions for the formation of a creative personality in the context of the challenges of globalization 4.0 and the information society. Presentation of the main material. It is at the heart of axiology that the value orientations of a person are necessary for the formation of an information-knowledge economy or neo-economy. It is researched that creativity stimulates the production of innovative material and spiritual goods, promotes acceleration of commercialization and the final consumption of material and spiritual goods. It has been found that Homo economicus is the basis for the formation of creative entrepreneurship and its transformation into the social capital of the nation. The essence of culture as the main dominant and the key factor of formation of creative and valuable competitive specialists is revealed. Conclusions - the evolution of "homo economicus" to "homo creativus" is exposed in the conditions of globalization 4.0 and global rankings of creative economy; Creation of the concept of creative personality as a factor in creative and knowledge economy in the face of globalization challenges 4.0; the integral representation of the creative personality as a factor in the formation of a knowledge-information economy is presented.