GOING NOT STAYING: CONCEPTS OF “TVORCHESTVO” AND “KREATIVNOST” IN DYNAMIC INTERACTION

The article considers the concepts of tvorchestvo and kreativ (kreativnost’), elicits their distinctive features, and analyses the functions of the words tvorchestvo, kreativ and their derivatives in various discourse practices. The paper analyzes the usage and the ways to avoid the words tvorchestvo and kreativ and their derivatives in the right-wing liberal and stateoriented publications. Interaction of the concepts tvorchestvo and kreativ in the beginning of the 21st century manifests a certain dynamics: progressive substitution of tvorchestvo by kreativ in various discourses, at the first stage, and, inversely, diminishing of the use of kreativ, its shift towards terminological usage, and partial restitution of tvorchestvo, at a later stage. The social dynamics of usage of the concepts tvorchestvo and kreativ (kreativnost’) shows - in connection the crisis, when kreativ not involving systemic reasoning disappears from the public rhetoric - that we should expect a somewhat return of the concept and the word tvorchestvo in a broad discursive practice.