The object of research is modern cultural and creative industries, the subject is the paradigm of digital inclusion in the context of the specifics of the development of cultural and creative industries. The scientific novelty of the obtained results is determined by the fact that this is the first fundamental study in which the phenomenon of digital inclusion in modern cultural and creative industries is comprehensively considered and analyzed from the standpoint of modern cultural studies. The dissertation firstly: revealed the meaning, potential and possibilities of digital inclusion in the cultural and creative industries, defined its main elements; the peculiarities of digital inclusion in the field of cultural heritage and performing arts through the prism of transformation of information and communication activities of cultural and art institutions are revealed; the principles of diversity, justice and inclusion are considered through the prism of the specifics of digital content of the modern advertising industry, the peculiarities of the impact on Digital marketing of the main trends of the modern socio-cultural space are analyzed and the main characteristics of inclusive advertising videos are identified; the peculiarities of digital inclusion in the audiovisual and music industry are traced; features of digital inclusion in modern cultural and creative industries of Ukraine are revealed and promising strategies for overcoming the digital divide are outlined.
The conclusions suggest the interpretation of cultural and creative industries of the digital society as the creation, production and distribution and/or media distribution of cultural products/services based on industry knowledge in creative and artistic processes using digital technologies.
It was also found that the characteristic features of cultural and creative industries are: diverse nature (goods and services of cultural industries are diverse in nature – tangible or intangible, created for trade or consumption, analog or digital, craft or industrial, with functional or symbolic meaning ); marketability (goods and services of cultural industries are the subject of market operations and bring profit); symbolic and functional value (goods or services of cultural industries have high aesthetic, entertainment, symbolic or social value and at the same time functional value); tangible and intangible resources (contributions to the value creation of cultural industries are intangible, such as creativity, talent, cultural knowledge, but can also be tangible, such as work materials); a creative act (at the core of the value creation of cultural and creative industries is a creative act, which, in turn, creates intellectual property).
It is emphasized that digital inclusion in the cultural and creative industries is considered as an objective reality of a modern humanistic civil society, which involves the transformation of the value attitude towards digital education of all categories of citizens without exception, the need to optimize traditional forms, methods and means of implementing the delivery of a cultural product/service to the recipient and its distribution in accordance with the innovations of information and communication technologies as an effective toolkit of modern cultural and creative industries, the transformation of the digital communication training system for all social and age categories of citizens, professional training of cultural and artistic personnel to work in conditions of digital inclusion.
It is emphasized that in relation to cultural and creative industries, digital inclusion is considered equal, meaningful and safe access to the use, management and design of digital technologies, services and related opportunities for everyone and everywhere. Digital inclusion acquires its own specificity in relation to cultural industries as a unique space in which various cultural and symbolic forms interact – their universality makes it possible to systematize socio-cultural experience and ensure the circulation of values, norms and ideas in society.
