CULTURAL AND ARTISTIC PROJECTS AS AN IMPORTANT FACTOR OF SOCIO-CULTURAL COMMUNICATION OF UKRAINE

Abstract

Each culture has certain value orientations and behavior norms that determine the nature of communication in different societies. Historically, socio-cultural sphere was transformed and socio-cultural evolution took place as a process of changes and development of human societies. During these changes, the character of communicative processes also changed. As an example, one can see processes taking place in Ukraine, where a new socio-cultural reality is being created. The goal of this work: to show the role and significance of cultural and artistic projects in modern socio-cultural space and socio-cultural communication of Ukraine in the world. The methodology involves methods of analysis and synthesis to investigate the importance of cultural and artistic projects in ensuring effective socio-cultural communication between states. A comprehensive approach is used to determine practical ways of implementing intercultural communications on the international cultural arena and creating one's own cultural brand. Scientific novelty. The article thoroughly researches the influence of Ukrainian folk and mass culture on the formation of Ukraine’s cultural branding in world political and socio-cultural spheres. Conclusions. In these article it was determined that folk and mass culture significantly influence the formation of the worldview of Ukrainians in both historical and modern aspects. The influence of Ukrainian folk and mass culture on the formation of cultural branding of Ukraine in world political and socio-cultural spheres is considered. It is shown that today Ukrainian art groups and pop performers in the world cultural sphere ensure dialogue and mutual understanding between cultures, which is an important element of cultural diplomacy. Performances of Ukrainian art groups at international festivals and competitions not only help to present Ukrainian culture, but also contribute to the strengthening of cultural ties between Ukraine and other countries.