ARCHETYPAL IMAGES OF UKRAINIAN TRADITIONAL CULTURE AS A FACTOR IN THE MYTHODESIGN OF THE SOCIO-CULTURAL SPACE OF UKRAINE IN THE FIRST QUARTER OF THE XXI CENTURY

Abstract

The purpose of the study is to identify the features of archetypal images of Ukrainian traditional culture and to trace the tendency of their influence on the construction and world design of the socio-cultural space of Ukraine in the first quarter of the 21st century. The research methodology involves the use of theoretical analysis and generalisation, as well as archetypal-axiological, semiotic, phenomenological, interpretive and hermeneutical approaches. Scientific novelty. For the first time in the field of cultural studies, a combination of the archetypal-axiological approach and the projective technology of myth design is applied to determine the structure of the conceptual sphere of the phenomenon «public ideal of the socio-cultural space of Ukraine in the first quarter of the 21st century». Conclusions. The research study has confirmed that the archetypes present in the deep context of Ukrainian traditional culture, rituals, mythology are actualised, adapted and transformed in accordance with the context of the socio-cultural space. The study emphasises the relationship between mentality and cultural archetype as a basic element of the cultural code of socio-cultural mythodesign – a specific creative design technology focused on society and touching on the irrationality and intuitiveness of a person in his or her everyday mythological type of thinking. It is noted that myth design is actively used in modern management, educational, marketing, cultural and artistic practices. The birth and implantation of a social myth in the optics of the basic concept of myth design ‘use-satisfaction’ and the creative design of socio-cultural space involves the satisfaction of those needs – motivating motives for action and «ideal» motives (desires, interests, goals) – which a person does not consciously comprehend, but actively responds to because of the possibility of satisfying them. A brief overview of the main approaches and classifications in the study of archetypes is made: according to C. Jung, according to the Myers-Briggs typology, etc. It is noted that archetypal images are typical, unified and repeated, types of understanding, regardless of whether their mythological nature is recognisable. The author’s own morphological model of the structure of the archetypal image is proposed and the special characteristics of archetypal images are analysed, which create the necessary content for rebranding the image of Ukraine, which is an urgent challenge of the first quarter of the 21st century. The article also offers a critical view of the existing approach to the analysis of Ukrainian mentality and models of national identity in the context of the theory of archetypes as an actual issue of Ukrainian cultural and philosophical decolonisation discourse of the first quarter of the 21st century. The key aspects of determining the tracks of socio-cultural action are identified: the construction of basic narratives and the creation of universal artistic images, which become a way of cognition and reflection («double coding») of the surrounding reality and a mechanism for implementing both universal human and authentic meanings and common social values into the socio-cultural space. It is concluded that myth design of the socio-cultural space is a technology of myth-making, creative world design, as well as preservation and transmission of own ideals, meanings, ideas, which promotes the development and acceptance of the culture of the Other, intercultural communication against the background of the world globalisation processes of the first quarter of the twenty-first century. The practical significance of the study lies in the use of adaptive and code parameters of the Ukrainian mentality in socio-cultural and artistic practices, strategising socio-cultural activities, shaping worldview guidelines and the public ideal of Ukraine in the first quarter of the 21st century as a socio-cultural phenomenon.