"Новые коренные": проектная этничность на Ямале

Abstract

Based on field materials, the article examines the design ethnicity of the indigenous peoples of Yamal, who, on the one hand, are conservative keepers of traditions and folklore, but at the same time are very adaptable to modern realities, enterprising and mobile. Today, when traditions are noticeably losing their share against the backdrop of urbanization, cyberization and other non-traditional life support systems, the surrounding social environment is becoming increasingly important for the preservation and maintenance of ethnicity. If in the past the environment was understood primarily as nature, today it is mainly society and its communication system. The stimulus for the presentation and worthy positioning of one's own culture (language, traditions, history) causes a kind of ethno-renaissance (with elements of ethno-competition) and contributes to the global spread of the fashion for "ethno". On this wave, new categories of ethnic leaders, activists, politicians, public figures and entrepreneurs appear who are focused on personal self-realization and promotion using their ethnic potential. Indigenous peoples are leaders in terms of ethno-cultural self-realization, generating and transferring the energy of ethnicity to others. They manage not only to maintain their originality, but also to create something new. Such initiatives open up new opportunities for activating the ethno-cultural potential. The new generation of indigenous people is focused on their own advancement in the ethno-cultural space with the help of modern technologies and means.