World music: на перетині глобального та етнокультурного
World music at the crossing point of global and ethnocultural ones

Summary/Abstract: Purpose of Research. The purpose of the research is to investigate the musical direction of world music as a polystylistic musical phenomenon that arose at the intersection of globalization trends and local folklorism from the point of view of a modern cultural phenomenon. Methodology. The research methodology combines the use of a systemic approach, as well as a set of the following methods: art history and cultural, analytical, comparative, historical ones, which are applied to the consideration of the concept of world music in modern musical art. Scientific Novelty. The scientific novelty of the research is the fact that for the first time the phenomenon of the musical direction of world music was investigated from the standpoint of the relationship among the categories of global, local and glocal in their cultural expression. Conclusions. In the conditions of globalisation and glocalisation, when the processes of fragmentation and compression of cultural texts are present in the world of total communication, all cultures are involved into each other, all of them are «hybrid», heterogeneous, differentiated. The musical direction of world music became a natural stage in the development of world culture and art, affecting a number of national cultures. Not being devoid of objective criticism, this direction serves as a source of intercultural communication and mutual enrichment of cultures. The processes of world migration with the music industry develop their own musical structures, technologies, performance contexts, influencing the socio-cultural environments of national societies. However, the resulting new transnational cultural products also affect authentic cultural samples, giving them new meanings as well. In the conditions of modern life, it is impossible to avoid international influences - ideological, stylistic or technological. Modern music is shaped by both global and local trends, where the local is more relational than oppositional. Contemporary music articulates global social, musical and economic aspects that encompass the experience of both national, locally authentic cultures and world musical practices. All these trends connect with the complex network of modern mass cultural communication, giving rise to new cultural and artistic contexts and phenomena.

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