Формы креативности молодежи на Северном Кавказе: кейсы Нальчика и Пятигорска

Социологические исследования. 2026. № 2. С. 99–110.

Kuziner E., Chernysheva N.

The article examines the forms of creativity available to young people in two cities of the North Caucasus – Nalchik and Pyatigorsk – against the background of a persistent tension between territorial branding for tourism and the preservation of local authenticity. The theoretical framework draws upon debates on the “creative city” (S. Sassen, S. Zukin, R. Florida), the concept of bounded agency (K. Evans), and youth DIY practices (A. McRobbie). The empirical base consists of 83 in–depth interviews with students and young workers in creative industries, as well as a survey of 638 university students conducted in 2024. A comparative analysis highlights fundamental differences in the perception and practices of youth creativity: in Nalchik, creative activities develop predominantly in a DIY logic, relying on horizontal networks and compensating for the lack of institutional support, whereas in Pyatigorsk, creativity is embedded in institutional and entrepreneurial channels, with the university and municipal structures acting as key mediators. Qualitative evidence further reveals that in the North Caucasus context, additional restrictions are imposed by ethno–cultural and religious norms, which enhance the role of young people as carriers of bounded agency and as mediators between global cultural trends and local identities. The study demonstrates that the differences between the two cities are defined not by the volume of creative potential, but by the mechanisms of its legitimation and support, which shape the sustainability of youth creative practices. More broadly, the cases of Nalchik and Pyatigorsk highlight the importance of examining creative industries in multi–ethnic regions of Russia, where youth play a crucial role in balancing authenticity and innovation, as well as in mediating between global and local cultural dynamics.

Keywords: молодежь, креативность, креативный город, Северный Кавказ, этничность, creative industries, креативные индустрии, North Caucasus, youth, ethnicity, creative city, creative potential, DIY, bounded agency, territorial branding