Culture - economy - innovation: from postmodernism to the new rationalism

The article discusses innovation as a phenomenon culture, and analyzed different approaches to understanding the emergence and adoption of innovation in relation to the economy culture. The study of innovation in the modern humanitarian science is often empirical and does not go on the methodological level. The article deals with different approaches to the study of the innovation process. It describes the essence of the postmodern approach, that brings the innovation to a set of capabilities and identifies universal scheme - methodology. The article reveals the advantages of the new realism, offering a historical typology of innovations, as well as the expectations of cultural horizons and preferences of consumers. This eliminates the postmodern absolutization of innovation as a total negation of the previous form. For the new rationalism typical of the rejection of metaphysics innovations. The emphasis is on the original while projecting keep their subject and object in the innovation process. The language of the description of innovation in the new rationalism does not play the role of solely the intermediate space between thinking and the real world. The installation of the new realism expressed in the article: the relationship of culture - economy - innovation many times indirectly, and is genetic and functional in nature and reproduces the universal relationship of the whole and the parts traditional Economics, communication of innovations culture has a direct nature, as in modern economy there is a feedback effect. This means that innovation occurred in the economy affect the way of life and value orientation of society.