TRADITIONAL AND SECONDARY FORMS OF MODERN FESTIVE CULTURE IN THE MEDIA SPACE

Back in 1975, K. V. Chistov in his work «Traditional and secondary forms of culture» noted that urbanization, the development of technical means of mass communication, and the penetration of non-traditional forms of culture into folk life contribute to the fact that the role of «secondary» forms of culture will increase. The analysis of the modern media space confirms the validity of this statement. Based on the results of field student expeditions in the mining zone and the Uysky district of the Chelyabinsk region in 2018-2023, as well as materials from institutional and non-institutional media, we consider the transformation of festive culture at the present time under the influence of modern media and globalization processes. The new attributes of traditional festive and ceremonial complexes are analyzed: eggs-charms for Easter, ice fonts-temples for bathing in an ice hole on Epiphany, virtual greeting cards. The article analyzes examples of such existence. The analysis of mass media and social networks as a means of broadcasting cultural information about traditional festive culture shows the transitivity of the modern holiday calendar, which is confirmed by such phenomena as multiculturalism, polyformity, destructurization, contamination, which will be shown in the report using specific examples.