ВКУСОВЫЕ ПРЕДПОЧТЕНИЯ В КОНТЕКСТЕ ТРАНСФОРМАЦИИ КУЛЬТУРЫ (ПОРРИДЖ И ШОТЛАНДСКИЕ ТРАДИЦИИ)

Abstract

Investigation of the dynamics of cultural transformations is one of the basic directions of cultural studies. Changes in the life of society set a coordinate system that allows us to reveal, by the example of individual elements of culture, the essential features of the functioning of cultural traditions. Post-industrial society demonstrates examples when cultural traditions actively influence on the structures of everyday life. This article examines the functioning of «food» (oat dishes) in the life of Scottish society in the past and today. The author analyzes «food» as a sign that has many meanings. When revealing this topic, the author turns to the analysis of the natural and climatic conditions of Scotland, the peculiarities of the culture of the Scots in the pre-industrial period and modern everyday practices. Exam-ples illustrating the complex semantic meaning of «food» in different contexts demonstrate that this «sign» is confined to certain conditions and, at the same time, the transformation and evolution of the perception of «food» is noted in the context of current problems of society and existence, in particular, nostalgic reminiscent moods in society. The author analyzes the semantic content of «food», determining the value of the emotional response in the process of functioning of «food» in society. The author notes the multiplicity of meanings of the sign «food», which ensures the continuity of attention to it in different epochs, as well as the transformation of interest in it. Special attention is paid to the analysis of «food» as a factor that has an indirect influence on the formation of a person's attitude to the sphere of everyday life. National «food», as an element of everyday culture, contains many meanings and, in a post-industrial society, serves to strengthen cultural identity. The article outlines the direction of research on the semantic ambiguity of «food», which can become the basis for understanding the role of cultural traditions in the discourse of modernity.