Creativity as a word and as a concept
Linguistic analysis of the functioning of the words креативность and творчество and their derivatives in various discourse models (scientific, poetic, publicistic, spoken) allows us to show the opposition between these concepts in Russian culture since the end of the 20 <font size=-1><sup>th</sup></font> century to the beginning of the 21 <font size=-1><sup>st</sup></font> century. Творчество and креативность could be countered with the parameters vertical -horizontal; total addresation - target addresation; lack of communication (or limited communication) - communication; suffering, overcoming - pleasure, delight. Творчество is mandated, however креативность loses its concept of a dictate, it becomes something complementary, desirable. Творчество is understood ontologically, креативность is a socio-psychological category. The word творчество in modern spoken speech appears extremely frequently, however those who were traditionally considered creators, (for example poets) while accepting the common definition of the word, are reluctant to talk about themselves in such terms. The frequency of the terms креативность and творчество and underlining them as a core value is particular common within upper, upper middle class women, that involve themselves in commercial or pseudo commercial activity (most often art, design) which is not meant to be a substantial part of their income.