MEDIA AND ADVERTISING AS FRIENDLY FORCES OF THE CREATIVE ECONOMY

Abstract

This article examines the role of media and advertising as key drivers of the creative economy, highlighting their ability to create value through innovation and audience engagement. It highlights how digital transformation, content creation and brand communication contribute to economic growth and cultural development. In the modern conditions of socio-economic development, information acquires the features of not only a resource, but also a full-fledged strategic product, actively used in the processes of public opinion formation and economic growth. The purpose of this article is to establish the role of media and advertising as key elements of the creative economy infrastructure, capable of creating added value through influencing consumer behavior patterns, demand generation and promotion of innovative content. The relevance of the topic is due to the rapid spread of digital technologies, global changes in communication systems and the wide involvement of creative industries in the strategic development of the economy. The study uses methods of content analysis, generalization and systematization, which allow identifying the main trends in the transformation of advertising communications and its adaptation to new digital realities. An analytical assessment of the relationship between the development of media platforms and the growth of economic activity in the creative sectors was also carried out. The results of the analysis show that advertising is no longer just a tool for promoting a product or service - it is turning into a multi-level system of creative interaction with the audience, which forms new economic and social meanings. In this system, media act not only as channels for transmitting messages, but also as platforms for creating valuable content that stimulates innovative practices and promotes sustainable development of the creative environment. The practical value of the article is that its findings can be applied in developing communication positioning strategies for businesses operating in creative sectors, as well as in forming state policy to support media and advertising as components of the innovative economy. By examining global trends and specific case studies, the article illustrates how media and advertising not only stimulate demand for creative products and services, but also become the driving force of the creative economy as a whole.