THE ROLE OF AUDIOVISUAL STIMULATION IN THE DEVELOPMENT OF ASSOCIATIVE THINKING AND CREATIVITY IN EARLY CHILDHOOD

The article provides a comprehensive theoretical analysis of the psychological mechanisms underlying the influence of audiovisual stimulation on the development of associative thinking and basic creative abilities in early childhood under conditions of the digital transformation of childhood.The relevance of the study is determined by the need to shift from a restrictive model of interaction with digital media to a paradigm of their psychological and pedagogical instrumentalization.It is substantiated that early childhood is a sensitive period for the formation of multimodal perception and primary associative connections, which constitute the cognitive foundation of subsequent creative activity.The theoretical and methodological framework of the study is based on the principles of cultural-historical psychology (L. S. Vygotsky), Allan Paivio's Dual Coding Theory, concepts of associative thinking and the psychology of creativity (S.Mednick, V. Moliako), as well as contemporary approaches in media psychology (Joint Media Engagement).The role of cross-modal interaction between auditory and visual stimuli in the formation of stable sensory standards, the development of imagination, mimesis, and the transition from reproductive to creative activity is analyzed.A model of psychological and pedagogical interaction "perceptioninteraction -productive action" is proposed, within which nature-oriented digital content is considered as stimulus material for the child's active cognitive and creative activity Журнал «Наукові інновації та передові технології» № 1(53) 2026 1547 under adult mediation.Criteria of psychological safety and developmental potential of media content are identified, including the realism of images and sounds, a moderate tempo-rhythm, and the linguistic and cultural relevance of Ukrainian-language content.It is concluded that structured audiovisual stimulation within the framework of joint media engagement can serve as an effective means of developing associative thinking, imagination, and primary manifestations of creativity in early childhood.