APPEAL TO IDENTITY AS A STRATEGY FOR POPULARIZING HISTORY

The article discusses the relevance of studying personal self-identifi cation through an appeal to the historical context. The study focuses on the memorial landscape of Arkaim as a space where scientifi c and everyday perception of history interact, infl uencing the self-identifi cation of visitors. The main goal of the work is to identify the parameters of self-identifi cation that contribute to the eff ective popularization of historical knowledge. The empirical material includes data from 39 in-depth interviews with various categories of Arkaim actors. The theoretical basis of the study includes the concepts of historical and cultural memory by M. Halbwachs and J. Assmann, as well as M. Hecht’s theory of identity. These approaches allow us to analyze the mechanisms of combining subjective and objective ideas about the past in the consciousness of recipients. Particular attention is paid to the potential for popularizing history through an appeal to cultural experience and personal preferences. The study has revealed that the space of Arkaim, due to its natural and symbolic richness, contributes to the expansion of consciousness and renewal of self-identifi cation of visitors. The authors propose to consider the popularization of historical knowledge through multimedia formats and cultural codes relevant to recipients, which can help attract a wider audience.