Cultural Representation of National Cultural Identity in Sports and Artistic Events (Ukraine, the 21st Century)

Abstract

The aim of the article is to realize the cultural reflection of the visual and symbolic content of the SAE in the 21st century, to identify the components of national and cultural identity in the SAE and to analyze the mechanisms of its stage representation.The research methodology of the study is to apply an interdisciplinary approach involving axiological, semiotic, structural and functional methods.Results. National cultural identity in the SAE is a significant element of the international communication in the 21st century. The model of national cultural identity consists of a symbolic-segmental presentation of the historical and cultural past and present of the territory where SAE are held.Such model helps ideological moderators to present in a visual and audio form the image of the city and country in the world. The historical and cultural retrospective is carried out in symbiosis with a respect of the sports traditions, through the display of state and sports symbols, and the present is seen in the form of attracting famous artists and representatives of cultural industries as a worthy presentation of the country through the subjects of culture.Novelty. Structural elements of cultural representation of national and cultural identity as exemplified by the opening of sports stadiums in Ukraine (Donbass Arena, Lviv Arena, NSC Olimpiysky) have been identified and analyzed.The practical significance. The study materials can be used to form lectures on the history and theory of cultural industries, communication strategies in visual art practices, audio-visual culture and practical courses of the mass cultural events.