“RED-LETTER DAYS” AND FESTIVE EVENTS IN THE CONTEXT OF SOCIAL MANAGEMENT IN THE CULTURAL SPHERE: THE CORRESPONDENCE DILEMMA
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https://orcid.org/0000-0002-5075-5984
Abstract
The presence of asymmetry between popular forms of mass socio-cultural events and the tasks of forming and transmitting value-behavioral meanings is a problem that leads to violation of relationships between the festive date values and their representation within the boundaries of a socio-cultural event. And, as a consequence, - to the disunity of meanings the transmission of which is declared and meanings that are actually introduced into the public space. In the context of orientation towards cultural sovereignty, popularization of social-acceptive values, this actualizes the need for its timely identification, assessment and managing. The purpose is to establish the presence of this asymmetry among the red-letter days and corresponded events with a festive component. The methodology included a quantitative analysis of empirical data based on sociological data of VCIOM for 2006-2014 and 2017-2023, and a comparative analysis. As a result, the elements of the conceptual and categorical system and their structure in the system of socio-cultural mass events and operational relationships are conceptualized. Conclusions are made about the existence of signs of a discrepancy between the sufficiently high significance of holidays bearing socio-cultural meanings and insufficient interest directly in visiting socio-cultural events with a festive element. In the age groups of 18-24 and 25-34 the greatest visitor interest is shown coupled with little actual visitor experience, which represents favorable conditions for managing. Recommendations are proposed, namely: the work with significant target groups ("Receiving" and "Transmitting"), the work with individual types of events (continuity and stimulation), the nomenclature of managing directions (attraction, development of artifact content and visitor trajectory). The study for the first time problematizes this dilemma, conceptualizes its boundaries, points out signs of presence and identifies areas of work to eliminate it.
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