Making Sense of the Role of Cultural Identity in Contemporary Ethnodesign. Theoretical Aspects

Introduction . This article examines the role and importance of cultural identity in the project culture of ethnodesign at the present stage. The problem of preserving cultural identity in the context of globalization is one of the most important for society. The culturological approach to the study of the construction of the entire project process is presented in the system of traditions and the use of various innovative technologies, as a dialogue between ethnodesign and ethnic tradition. The purpose of this study is to study the role of cultural identity in the process of forming an ethnodesign as a type of project culture focused on national specifics. Research objectives: To study the concept of “cultural identity” in the context of modern project culture. To study the basics of the creative process in ethnodesign as an artistic device in the inheritance of cultural traditions. Materials and Methods . For our study of the relationship between cultural identity and ethnodesign, several methodological approaches will be used to study the problem. The methodological approach in our study allows us to make a justification for the design of culture. In the historical and cultural approach to the study of the project culture of ethnodesign, its sources of creativity based on cultural identity are considered. The method of historical analogy takes into account the peculiarities of the formation of an ethnocultural sample, which affect the ways of its construction in ethnodesign. The method of constructing an ethnographic sample due to the peculiarities of its formation. In the ecocultural approach of ethnodesign research, the design process is defined as the direction of development “tradition — innovation”. Results . Ethnodesign is an important component of modern project culture in the system of ethnocultural values, preserving and developing traditional material culture. Ethnodesign provides the aesthetic value of ethnic cultural elements in the project culture, reproduces the features of the subject environment, performs socio-cultural functions, preserves ethnoartistic constants and their historical significance. Discussion and Conclusion . At the present stage, the project culture of ethnodesign implements the transfer of cultural identity, which acquires new characteristics and adapts traditional patterns to new conditions of reality. Ethnodesign in the modern world carries out the transfer of the historical memory of the people. Globalization in the modern world has brought changes that will serve as a turning point in the further development of the project culture of ethnodesign, its reorientation towards cultural identity.