INTERCULTURAL CODES IN DIRECTING SHOWS AND ART PROJECTS: LOCAL AND GLOBAL

Abstract

The article presents a theoretical and analytical reflection on intercultural codes as key elements of contemporary directing in shows and art projects that operate at the intersection of local traditions and global formats. The relevance of the study is substantiated in the context of intensifying globalization processes, which require new approaches to representing local identity through artistic forms. The aim of the study is to identify the specifics of intercultural code functioning in the directing of artistic projects and the strategies for adapting local content to the global context and vice versa.The research methodology is based on an interdisciplinary analysis that integrates semiotic, cultural, and directing- practical tools for a comprehensive study of intercultural codes within the context of performing arts and global communication. The scientific novelty of the study lies in the identification, systematization, and theoretical reflection on directing strategies for operating with intercultural codes in various shows and artistic projects at the dynamic intersection of local and global cultural contexts.Results and conclusions. The article outlines the theoretical foundations of intercultural communication in the arts, relying on the concepts of cultural code, symbolic translation, and intercultural dialogue. Key directing strategies for engaging with intercultural codes are identified: hybridization, contextualization, and deconstruction. The application of these strategies is analyzed using examples of Ukrainian art projects presented at international festivals, as well as within the adaptation of global show formats, particularly the television project *Dancing with the Stars. It is demonstrated that the director acts as a cultural facilitator capable of conveying local narratives through a universal stage language while preserving the deep semantics of national identity. Attention to cultural code in directing is viewed as a factor in fostering intercultural understanding and as a tool of humanitarian diplomacy.The materials of this study are of interest to a wide range of scholars and practitioners, particularly specialists in directing, performing arts, cultural studies, semiotics, intercultural communication, as well as experts in creative industries working with global formats. This research will be especially valuable for scholars in postcolonial contexts, where the need to rethink local experience through universal artistic languages becomes particularly relevant. Future research should focus on an in-depth analysis of the semiotics of intercultural codes in digital formats of performing arts and on the study of the reception of local meanings in a global context.