MEDIA-ESTHETIC SPECIFICITY OF THE ARKAIM MEMORIAL LANDSCAPE

The media-aesthetic specificity of the archaeological site Arkaim (Chelyabinsk region) is considered from two perspectives: from the standpoint of the factors of formation of this memorial landscape and the results of the impact of these factors. As one of the significant conditions that determined the difference between Arkaim and other memorial spaces, the historical context is highlighted, within which Arkaim became widely known and popular among visitors. The latter is related to the fact that the multifaceted symbolic capital of Arkaim as a media phenomenon promotes self-identification of different target groups with significantly different interests. The results of the impact of the factors shaping the landscape of Arkaim can be divided into several levels, which together allow us to characterize the approaches to self-identification that are relevant for visitors to the monument and to establish the differences betweenthese approaches and those that prevailed earlier. The space of Arkaim, from the point of view of the authors of the article, illustrates the use by visitors of self-identification strategies that are associated not so much with focusing on their own differences from other people, but with coexistence with other identities in the same space. At the same time, self-identification based on differences also remains relevant, but it performs only one of the intermediate tasks aimed at gaining a sense of unity in diversity. The article attempts to systematize the media aesthetic features of the memorial landscape of Arkaim, which determine the implementation of this self-identification strategy.