Consolidating Potential of the Ethnocultural Tradition of Ukrainians in the Context of Modern Challenges

Relevance of the research. The peculiarities of the creation and functioning of the cultural and informational space of Ukraine in modern conditions, its filling with Ukrainian-language content and a quality cultural product, which affects the communicative organization of Ukrainian citizens and the consolidation of the Ukrainian nation, are investigated, especially in the conditions of the russian-ukrainian war. Attention is paid to the role of the ethnocultural tradition of Ukrainians as the basis of national culture, a system of spiritual and material values, a valuable resource for ensuring sustainable development and for meeting the cultural needs of Ukrainian society. The need to preserve and multiply the Ukrainian ethno-cultural heritage is substantiated. The purpose of the article is to highlight the consolidating potential of the ethno-cultural tradition of Ukrainians in the conditions of modern challenges. Conclusions. Ethnocultural tradition, as a component of national culture, occupies an important place in the state's development strategy and helps to find ways to meet cultural needs. In the conditions of modern challenges and threats and the struggle of the Ukrainian nation for independence and territorial integrity with the neighboring aggressor country, Ukrainian culture is a consolidating factor of the unity of the nation and a driving force for the unity of Ukrainian society. Therefore, the position is convincing that Ukrainian culture, despite the crisis phenomena and the great influence of Soviet ideology in the post-colonial period, is becoming one of the determining factors in the development of Ukrainian society, spiritual and cultural unity of Ukrainians, both in Ukraine and abroad. Ukrainian culture as a "soft power", as a cultural dialogue, becomes a determining factor in the cohesion of Ukrainian society, and Ukrainians, despite the difficulties, crisis phenomena and destruction associated with the war, overcoming conflict situations build the values and worldview foundations of Ukraine's humanitarian policy in in the context of European integration.