СОФТ-ТРАДИЦІОНАЛІЗМ ЯК СТРАТЕГІЯ АКТУАЛІЗАЦІЇ НАРОДНОЇ ТРАДИЦІЇ У ПОСТМОДЕРНИХ ПАРАМЕТРАХ ХРОНОТОПУ УКРАЇНСЬКОЇ НАРОДНОЇ ХУДОЖНЬОЇ КУЛЬТУРИ
SOFT-TRADITIONALISM AS A STRATEGY FOR ACTUALIZING FOLK TRADITION IN THE POSTMODERN PARAMETERS OF THE CHRONOTOPE OF UKRAINIAN FOLK ART CULTURE

Summary/Abstract: The purpose of the article is to consider the causes of the crisis of authenticity of Ukrainian folk art culture in postmodernism and to reveal the features of soft-traditionalism as a strategy of actualization of folk tradition in the postmodern parameters of the chronotope. The methodology consists in using analytical (establishing the causes of the crisis of authenticity of Ukrainian folk art culture in postmodernism), culturological (revealing soft-traditionalism as a strategy of actualization of folk tradition in postmodernism), axiological, and systemic (determining the basic principles of axiosphere of Ukrainian folk art culture approaches. The scientific novelty is to reveal the causes of the crisis of authenticity of Ukrainian folk art culture in the postmodern, due to virtualization, deontologization, destruction of the traditional linear chronotope of historical memory in a virtual nomadic environment. Based on modern achievements of culturological thought, the ambivalent nature of cyberspace as a post-ontological and archaic-ontological phenomenon at the same time is demonstrated, given the connection of the rhizome with the symbolic language of myth, subconscious and chthonic archetypes of culture. The classification of three models of soft-traditionalism as a valuesemantic strategy of preservation of tradition in the conditions of postmodernism is developed. Conclusions. The study showed that in the postmodern chronotope, the interconnected processes of deontologization and virtualization cause a crisis of authenticity of Ukrainian folk art culture. The rhizome environment of the Internet leads to the destruction of the classical linear narrative of a fairy tale, myth, traditional narrative: the hierarchical triad of the chronotope is replaced by a chaotic nomadic movement. It is shown that traditional identification has always had a consistent systematic character, inherent in the gradual entry of the individual into the cultural tradition. Today, identity practices are spontaneous and cross-cultural. Nomadism is depicted as a characteristic feature of the Internet environment, which renews the archaic practices of primitive nomads, returning us to the pre-mythological structures of chthonic magic. The common sacred, gender and informational features of traditional culture are revealed, which create favorable preconditions for the development of the latest strategies of actualization of folk tradition in postmodernism. Such a strategy was «soft-traditionalism»/«light traditionalism», developed within the Chicago School of Phenomenology of the Sacred M. Eliade.

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