INNOVATION CULTURE AS A CHARACTERISTIC OF PERSONALITY AND FORM OF MODERN CULTURE, ITS ESSENTIAL FEATURES

INTRODUCTION The term “innovation culture” has recently been used in the scientific literature as well as in the everyday language. Mostly innovation culture is interpreted by scholars of different fields of knowledge as a personal characteristic of a human, which is connected with their professional development (Ye. Afanasieva, N. Ilina, O. Koiuda, V. Kremen, Ye. Lisin, R. Milenkova, T. Sobol, B. Santo and others). The modern motivational literature (T. Wagner, P. Diamandis, S. Kotler, K. Christensen, S. Covey and others) pays considerable attention to the formation of innovation culture. However, in the works of researchers there is a tendency to highlight innovation culture as one of the defining characteristics of modern culture (K. Robinson, R. Florida and others). The term “innovation culture” is derived from the term “innovation”. It should be noted that the term “innovation” is not identical to the term “novation”. Innovations are products of modernity and they emerge in industrial society. Novations take place in any historical period, they have an impact on the development of each culture at a certain stage of its development. Novation can be the subject of innovation. However, it is not necessary even in the modern world. According to E. Rogers, one of the most authoritative modern researchers of the spread of innovations, innovation is not just some idea, solution or object that contains a certain novelty. This is a novelty that receives recognition and usage, and is being shared and implemented. At the beginning of his book “Diffusion of Innovations” 1 , the researcher pays attention to conspicuous fact: A. Dvorak keyboard layout, the use of which hasten the transcription on a computer, has not become an innovation, despite its undoubted benefit. Innovation needs innovators, those who implement and consume it, it needs people with a high level of innovation culture. The concept of “innovation culture” is now actively used in the sociopolitical context, it is developed in the scientific literature.