Time of Innovation: Sociocultural Aspect

The relevance of addressing innovations is determined by the role they play in contemporary culture, simultaneously serving as one of its significant characteristics that allows understanding various aspects of its existence. The aim of the study is to demonstrate the influence of temporal representations on the degree of demand for innovations in culture, as well as on the form of objectification of the new. The emphasis is primarily on the current stage of cultural development, for which innovations act as one of the fundamental values. The main methods used in the work include an interdisciplinary approach, comparative, structural, and typological methods. The novelty of the research lies in the attempt to clarify the dependence of innovative activity on the temporal representations prevailing in culture. The most significant indicators of temporal representations affecting innova-tions highlighted and described in the study are: the type of time and its properties, the significance of time and its modes, characteristics of time modes, evaluation of the flow of time, temporal values. It is shown that these param-eters contribute to the fact that the focus on innovations in contemporary culture is a dominant attitude, and their basic properties, in addition to novelty, include functioning as a commodity and orientation towards commercial results. The conclusion points to negative trends inherent in this type of innovations.