CONCEPTUAL TRANSFORMATIONS OF ETHNODESIGN IN UKRAINE, WITH REGARD TO THE PROCESSES OF GLOBALIZATION AND THE INTRODUCTION OF DIGITAL TECHNOLOGIES

Abstract

In the work, it is determined that the processes of globalization, characteristic of modern society, require an understanding of the problems of national revival, a reflection of the manifestation of the features of national culture in modern ethnodesign. Therefore, the study of its phenomenon in the system of ethno-cultural values as an important component of culture is relevant, because namely design affects the formation of the mentality of both an individual and the people in general. The role of ethnodesign as an element of culture in the context of globalization and multicultural transformations, in particular against the background of glocalization processes, is studied. It is shown that design today acts as a kind of intermediary, reproducing the peculiarities of the functioning of objects, things in the sphere of culture, performs sociocultural functions, increasing the value characteristics of the environment with its works. Conceptual provisions for the development of Ukrainian ethnodesign as a creative modernization of traditional artistic forms, creation of a cultural image and a national brand as a tool of soft power in the conditions of globalization are suggested.