MEDIA CREATIVITY IN EDUCATION: THE EVOLUTION OF CREATIVITY IN THE DIGITAL TECHNOLOGY ERA

Abstract

This study examines the evolution of the “media creativity” concept within the context of the digital transformation of education. It addresses the increasing need to develop the creative potential of students in general education schools. It identifies a gap between societal trends toward digitization and a limited understanding of methods for effectively cultivating media creativity among learners. The research aims at exploring technologies that facilitate the development of media creativity in students. Through a review of technological, sociocultural, and pedagogical aspects, the study synthesizes the key concepts related to media creativity. It integrates perspectives focusing on the creative process, student development, and pedagogical methods. The paper reveals the impact of digital technologies and media on fostering students’ creative potential. It explores the connections between media creativity, digital competencies, and personality development, highlighting factors for modernization and proposing ideas for practical application. It concludes that media creativity aligns with state priorities and trends in scientific research. This work contributes to the theory of creativity in the field of media and offers recommendations for integrating innovative practices into the educational space, teacher training programs, and professional development initiatives.