• Yu. Pichuhina О.M. Beketov National University of Urban Economy in Kharkiv


network creativity, Internet meme, blog, cultural capital, human capital, creative economy, network economy


The purpose of the study is to comprehend the phenomenon of network creativity in the context of the formation of the cultural capital of modern human. The methodology of the research is represented by a system approach, which allows to understand the cultural changes caused by the formation of information and technological paradigm of modern society, as well as by a hermeneutic approach that contributes to the interpretation of the inherent meanings in the works of network creativity. The scientific novelty of the study consists in expanding the area of understanding the concept of cultural capital, as well as determining the ability of network creativity to accumulate the cultural capital of modern human. Conclusions. As a result of the research it was established that modern unique conditions of our existence between the real and virtual worlds necessitate a revision of the classical understanding of cultural capital. The theoretical and applied aspects of using network creativity in favor of increasing the cultural capital of an individual are analyzed. Two vectors of its accumulation in the network space are defined. First, these are netiquette and meme literacy, the level of which determines the ability to read the message encoded in amateur Internet content. In other words, the understanding of network creativity equals investment in the person`s cultural capital. Second, these are cultural products as result of network creativity, which are translated into real life through virtuality, where have positive influence on social, professional and commercial success. The following examples in the Ukrainian segment of the Internet are considered. These are: Internet-meme Goose and YouTube blog “SlivkiShow”. Ways to earn money on YouTube have been studied. The formula for calculating the earnings of YouTube blogger has been determined.

Author Biography

Yu. Pichuhina, О.M. Beketov National University of Urban Economy in Kharkiv

PhD in Social Communications, Senior Lecturer of the Department of Design and Fine Arts


1. Bourdieu, P. The forms of capital. URL: [in Russian].
2. Olenina, O.Yu. and Pichugina, Yu.O. (2018). Internet-memes of Ukrainian origin in the cultural practice of modern society. National Academy of Managerial Staff of Culture and Arts Herald, 3, 77–81 [in Ukrainian].
3. Poplavskyi, M.M. (2018). Managerial potential of network image technologies. Culture and Arts in the Modern World, 19, 145–154 [in Ukrainian].
4. How much does YouTube pay per million views: formula. URL: [in Ukrainian].
5. Toffler, A. (2010). The Third Wave. Moscow: AST [in Russian].
6. How to make money on YouTube? URL: [in Ukrainian].
7. HTTP 404. URL: [in Ukrainian].
8. Nissenbaum, A. and Shifman, L. (2017). Internet memes as contested cultural capital: The case of 4chan’s /b/ board. New media & society, 19(4), 483–501 [in English].
9. The Global Language Monitor. URL: [in English].



How to Cite

Pichuhina, Y. (2020). NETWORK CREATIVITY IN THE CONTEXT OF THE FORMATION OF THE CULTURAL CAPITAL IN THE ERA OF 4.0: Array. Municipal Economy of Cities, 7(160), 34–39. Retrieved from