This article presents the results of a study aimed at identifying the factors that shape the essence of managers' activities as actors in the development of creative industries at the regional and municipal levels in the Tyumen Oblast. The subject of the study is the social characteristics and manifestations of subjectivity of managers. The research objective was to determine which of the social parameters accepted in scientific practice that characterise managerial agency are present in their activities amid the existing contradiction between the current classical management model and the manifestations of new, post-bureaucratic management concepts. The authors identify the following parameters for assessing managerial performance: the semantic content of managerial action (the level of development of values and goals), conviction (awareness of the object of managerial action, knowledge of the specifics of the territory as a value, its identity, historical and cultural potential, acceptance of development goals, a vision of key resources and the possibilities for their use); Involvement (readiness for active work, interaction, and building relationships with other subjects); managerial roles/positions (acceptance of responsibility, leadership). The combination and mutual influence of these factors, the synergy characterising the subjectivity of managers, is adopted as a parameter providing an understanding of the hidden, subjective aspects of managers' activities. Another argument in favour of using these parameters is that their consideration allows us to supplement the technological universalism and standardisation of management algorithms and regulations. The study makes an additional contribution to defining the content of the managerial activities of subjects in the development of creative industries in the context of the formation of new management principles. An expert survey has been used as the research method. Thematic analysis was used, that was conducted using manual coding and a combination of two approaches: "Small-q" and "Big-Q". The results of the study showed that experts are ready for the new role of manager – the "networker", but the inertia of the classic "bureaucrat", acting strictly within the framework of formal rules and regulations, remains among the majority of respondents, that confirms the presence in management practice of elements of different models for implementing public administration concepts, and also allows us to emphasise the importance of taking into account the social parameters of the subjectivity of managers in achieving territorial development goals.

sociology, public administration, creative industries, bureaucracy, managerial potential, network practices, the role of managers

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