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Realist Pastoral and the Painting of Modern Life

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Realist Pastoral and the Painting of Modern Life

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  • Research Article
  • 10.2307/29784854
The Hairy Ape's Humanist Hell: Theatricality and Evolution in O'Neill's "Comedy of Ancient and Modern Life"
  • Jan 1, 2008
  • The Eugene O'Neill Review
  • Erika Rundle

Research Article| January 01 2008 The Hairy Ape's Humanist Hell: Theatricality and Evolution in O'Neill's "Comedy of Ancient and Modern Life" Erika Rundle Erika Rundle Search for other works by this author on: This Site Google The Eugene O'Neill Review (2008) 30 (1): 1–144. https://doi.org/10.2307/29784854 Cite Icon Cite Share Icon Share Twitter Permissions Search Site Citation Erika Rundle; The Hairy Ape's Humanist Hell: Theatricality and Evolution in O'Neill's "Comedy of Ancient and Modern Life". The Eugene O'Neill Review 1 January 2008; 30 (1): 1–144. doi: https://doi.org/10.2307/29784854 Download citation file: Zotero Reference Manager EasyBib Bookends Mendeley Papers EndNote RefWorks BibTex toolbar search Search Dropdown Menu toolbar search search input Search input auto suggest filter your search All Scholarly Publishing CollectivePenn State University PressThe Eugene O'Neill Review Search Advanced Search The text of this article is only available as a PDF. Copyright © 2008 Copyright © 2008 The Eugene O'Neill Review & Suffolk University2008Copyright © 2008 The Eugene O'Neill Review & Suffolk University Article PDF first page preview Close Modal You do not currently have access to this content.

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  • Cite Count Icon 171
  • 10.1097/00042737-199803000-00010
Modern life' in the epidemiology of inflammatory bowel disease: a case-control study with special emphasis on nutritional factors.
  • Mar 1, 1998
  • European Journal of Gastroenterology & Hepatology
  • Maurice G Russel + 6 more

The rising incidence of inflammatory bowel disease (IBD) since the Second World War coincides with profound changes of the dietary pattern. The aim of the study was to investigate the possible pathogenic role of some characteristic 'modern life' dietary factors in IBD. Case-control, studying risk factors in recently diagnosed cases, 290 with Crohn's disease and 398 with ulcerative colitis, compared with 616 population controls. Smoking, age, gender and education were taken into account by using logistic regression analysis. Hospital cases and population controls. Questionnaires. Logistic regression-derived odds ratios. A positive association with cola drinks [OR: 2.2 (95% CI 1.5-3.1)], chewing gum [OR: 1.5 (95% CI: 1.1-2.1)] and chocolate consumption [OR: 2.5 (95% CI: 1.8-3.5)] and a negative association with citrus fruit consumption [OR: 0.5 (95% CI 0.3-0.7)] and the development of Crohn's disease were found. Consumption of cola drinks [OR: 1.6 (95% CI 1.1-2.3)] and chocolate consumption [OR: 2.5 (95% CI 1.8-3.5)] were positively associated with developing ulcerative colitis. There was a negative association between the intake of citrus fruits [OR: 0.5 (95% CI 0.4-0.8)] and 'having a stuffed pet' for a period longer than 5 years [OR: 0.6 (95% CI 0.4-0.9)] and developing the disorder. No association with the frequency of tooth brushing and developing IBD was found. All the nutritional items mentioned may be true risk factors or they just might be the expression of a modern life-style also involving other risk factors for the development of IBD which at the present are still unknown.

  • Research Article
  • 10.24234/miopap.v18i2.384
The Formation of Teachers’ Media Competencies as a Problem of Modern Pedagogy
  • Dec 2, 2020
  • Main Issues Of Pedagogy And Psychology
  • Aida Topuzyan + 1 more

In the 21st century, modern society learns and lives with new rules and laws. They are dictated by the surrounding reality. If education is cut off from modern life, then it can not be of interest to the pupils, which would make it ineffective. The introduction of information technologies is one of the keys to organizing effective education for pupils. Therefore, the role of the teacher in this process is extremely important.
 Teacher’s media competencies are aimed at pupils' correct selection and interpretation of media content, their perception and understanding of the content, avoiding manipulation, and literate media use.
 Our research among learners, teachers, parents shows that the use of media in modern schools is not widespread. Teachers rarely use media technologies during lessons and, as a rule, they are not aimed at the development of the pupils' media literacy, but act as meeting the demand of applying innovative methods and technical means.
 In order to organize children's media education, to use media tools, to identify teachers' level of media literacy, and to develop media competencies, studies have been conducted in various secondary schools. The studies show that some teachers don't know exactly what the media is. The responses of some of the teachers who participated in the survey show that teachers do not exactly understand the nature of the media, the forms, the answers of many of them are different and incomplete. Teachers are mostly unaware of media technologies and do not realize its role in the upbringing and development of children.
 Summing up the results of surveys of teachers, children, and their parents, we came to the conclusion that the central role in the implementation of media education is played by the teacher. He is the pedagogue of ICT and the media the one who carries out parental education; he is the one who turns students into media educators. So it is necessary to help the teacher and the future teachers in carrying out their mission.
 All this forced us to try to develop the following media competencies of teachers and in parallel, determine the pupil's media competencies.

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  • Research Article
  • 10.1007/s10912-024-09884-8
The Telegraphic Body: Dyspepsia, Modern Life, and 'Gastric Time' in Nineteenth-Century Medicine and Culture.
  • Sep 16, 2024
  • The Journal of medical humanities
  • Emilie Taylor-Pirie

From Italian physician Hieronymus Mercurialis's contention that the stomach was 'the king of the belly', to its promotion by the end of the nineteenth century to the 'monarch of humanity' in patent medicine, to Byron Robinson's discovery of the enteric nervous system in 1907 (a mesh of neural connectivity that led him to dub the gut 'the second brain'), there has historically been a longstanding awareness of the expansive reach of the gut in the functions of the body. In the nineteenth century, the authority of the gut and its allyship with the brain became a focus for writers thinking about the intersections of illness and 'modern life'. In medical texts, domestic health manuals, patent medicine, and fiction, the electric telegraph in particular became a way of envisaging what we would now call the 'gut-brain axis'. The telegraphic metaphor enabled a view of digestion as not simply a mechanical or chemical process, but one that was understood in terms of time, space, and communication. However, such a framework also suggested problems of connection that were common to both systems, emphasising not only the healthy body's quasi-telegraphic networks but also its vulnerability to delay, disruption, and pathological incoherence. This article will explore the use of telegraphic technologies as proxies for theorising gastric connection and more broadly the concept of 'gastric time' as a key conceit for understanding digestion as a process that was and is subject to the idiosyncrasies of bodily rhythms.

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  • Research Article
  • 10.54097/ew8w6a12
Urban Inspirations: The Influence of 19th Century Parisian Cityscapes on Impressionist Art
  • Jan 15, 2024
  • International Journal of Education and Humanities
  • Fangchao Yang

The development and planning of Parisian cities in the 19th century provided inspiration for the Impressionists, who responded to the changes of the times with their unique painting techniques and concepts. From their own special point of view, the painters chose the boundaries of their vision in their paintings. The change in the combination of figures and landscapes meant a new shift in the way painters looked at modern life in the city. More and more man-made landscapes were included in the Impressionists' landscapes, and the integration of the countryside and the city made the suburbs the subject of the painters' depictions, which not only reconstructed the visual culture of the city, but also presented a picture of modern life in Paris. The experience of life in the context of urban landscapes provided Impressionist painters with a constant source of creative materials, and they thought about the development of urbanised landscapes and industrialised civilisations, and formed their artistic thoughts and tried to integrate them into their own paintings, presenting a portrait of modern life in Paris. This study aims to explore how the urban landscape of 19th-century Paris influenced the creation of the Impressionists, especially how they expressed the experience of urban life and social changes at that time through their art. By reviewing the history of urban development in nineteenth-century Paris, combined with in-depth analyses of representative works of the Impressionists, this study reveals the influence of the urban landscape on the artists' perspectives and the content of their creations. At the same time, the artistic reflection of the impact of the urbanisation process and industrialisation in Impressionist paintings is examined. The study finds that Impressionist painters not only made technical and stylistic innovations, but also transformed the way they represented modern urban life. They gradually added urban elements to their works, such as streets, buildings and urban people, while also reflecting the fusion of the countryside and the city. In addition, the painters reflected their thoughts on the process of urbanisation and industrialisation through their works. Through their works, the Impressionist artists reflected the changes in the urban landscape of nineteenth-century Paris, which not only influenced their themes and styles, but also profoundly revealed the social and cultural transformations of the time. These findings are important for understanding the importance of Impressionism in art history and its close connection to the era in which it was created.

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  • Research Article
  • 10.22452/sare.vol61no1.3
Postcolonial Ecology & The Cunning of Modernity: Iyat Ekhon Aranya Asil as a Critiqu
  • Jul 1, 2024
  • Southeast Asian Review of English
  • Debajyoti Biswas + 1 more

Anuradha Sharma Pujari’s Iyat Ekhon Aranya Asil is a powerful critique of the effect of modernity on postcolonial ecology. The novel explores the relationship between modern city life and the loss of animal habitat in the surrounding hills and forests. The unnamed narrator, a journalist by profession, has been strategically used as a mouthpiece of the author in the novel to critique the underbelly of modern society where the ease of modern life could be sustained only by exploiting land and labour. Drawing from the findings made by decolonial critics like Walter Mignolo and Anibal Quijano on the connection between global modernity, global colonialism, and capitalism, we argue that in a postcolonial context, this double exploitation can be perpetuated only through consent and political manipulation of a complicit public. An ambivalent emotional response by the protagonist in the novel exposes the complicit nature of the privileged class which thrives on such exploitation. In this essay, we shall explore this complex networking which entangles modern life, politics, and landless squatters in a symbiotic relationship that utterly disregards non-human lives. We further argue, in this essay, that emotions like eco-anxiety and solastalgia are foreshadowed by survival needs in postcolonial contexts. Keywords: Solastalgia, Ecoanxiety, Ecopolitics, The Forest Wails, Assam, Colonial Modernity

  • Research Article
  • Cite Count Icon 2
  • 10.1080/09523367.2024.2385058
Modern Life-Building as a Biopower Strategy: Developing Sports Spaces in Urban, Rural and Industrial Areas in Turkey
  • May 27, 2024
  • The International Journal of the History of Sport
  • Hasan Doğan

In the early Republican period of Turkey (1923–1945), the newly established state provided a biopolitical agenda for developing modern and secular life in order to break the Ottoman heritage religious-traditional social structure. Thereupon, sports, as an indicator of modernization, took an important place in the biopolitics of the regime. Sports spaces were instrumentalized as a medium where biopower infiltrated to build a modern life. In order to effectively accomplish the modern life-building project, the Republican Regime invited international modernist architects to insert sports spaces into the social realm in urban, rural, and industrial areas. Accordingly, this paper explores sports-related spaces as a biopolitical agenda of the Republican Regime in the discourse of planning the city of Ankara and rural and industrial areas. Exploring history through the lens of sports reveals how the city of Ankara and rural and industrial areas formed a spatialized approach to the Republican Regime as a biopower to develop modern life.

  • Research Article
  • 10.1215/00182168-83-1-210
Healing Cultures: Art and Religion As Curative Practices in the Caribbean and Its Diaspora
  • Feb 1, 2003
  • Hispanic American Historical Review
  • Theron Corse

In Healing Cultures, the editors have collected a set of articles that address the interplay between the acts, discussion, and language of healing in syncretic Afro-Caribbean cultures, and the art those cultures have produced. “Culture” here means primarily religions, which the editors regard as “powerful repositories of inner strength and cultural affirmation” (p. xvii). Seeking to show “the beneficial aspects” of Afro-Caribbean syncretism “from within the communities in question” (p. xix), they have primarily chosen authors who speak from a direct, personal perspective. Mario A. Nuñez Molina argues, in his essay on healing and espiritismo in the Puerto Rican diaspora, that the experiential approach helps the researcher achieve overlooked insights and in “collecting, analyzing, and understanding data in a way that is more consonant with the culture being studied” (p. 123). This is a common methodological theme for many of the book’s diverse contributors, who include psychologists, anthropologists, writers, and film critics. Certainly, this is true of Ester Rebecca Shapiro Rok’s highly personal account of the uses of Santería ritual for psychological healing in the exile community, an essay that emphasizes cultural mixture and dislocation, or Opal Palmer Adisa’s examination of her own work along with that Alice Walker, Paule Marshall, and Edna Brodber as examples of works of literature that heal black amnesia. Adisa argues that healing is possible only through confrontation with the brutal pain of the past. The need to turn the pain of Afro-Caribbeans’ history of slavery, exile, and domination into healing is another major theme of the collection. Ernesto R. Acevedo-Muñoz finds, as a unifying idea in Caribbean film, an interpretation of the Caribbean experience as a misstep or historical aberration. Healing in films like Heile Gerima’s Sanfoka (1993), a story of Jamaican plantation slavery, comes as a result of the exorcism of the trauma of slavery through death and resurrection in the true home of Africa. In these films, magic, words, and stories serve to fix a broken Caribbean. The healing power of words and stories is a thread that runs through several other essays, including Fernández Olmos’s opening essay, “La botánic cultural: Ars Medica, Ars Poetica” (pp. 1–15), which looks at how artistic and literary depictions of a culture’s healing practices, in turn, provide healing for that culture. Karen Castelluci Cox examines healing in the novels of Julia Alvarez, where the words and stories of Vodou mysticism serve to heal the spiritual emptiness of Dominican-American women caught on the border of cultures.The struggles of people who live on cultural borders—between U.S. and Caribbean culture, between Europe and Africa, and between modern and traditional lives—are the sources of pain that must be healed in these essays. Jerry Carlson notes that Caribbean filmmakers, unable to produce their art without the technology and the resources of the metropole, have struggled “within modernity to portray a struggle with modernity” (p. 150). But this is also true of the Vodou practitioners in Karen McCarthy Brown’s essay, “Afro-Caribbean Healing: A Haitian Case Study” (pp. 43–68). Brown examines how Vodou adapts as it moves from rural areas to the urban environment, forced to grapple with the unraveling of large extended families whose members are drawn into a deeply impoverished version of the modern world. Their struggle and pains come from broken promises and failed obligations, either between humans and the loa, between individuals, or between individuals and the community. These failures are made more common by modern life. Healing is found through attention to these relationships, and the power to heal is found in knowledge and experience, expressed through words, stories, dance, and community ritual.Most of the remaining articles examine those words, symbols, and rituals directly, including a translation of an excerpt from Lydia Cabrera’s La medicina popular en Cuba (1984), and Anna Wexler’s interview with the Boston Santero Steve Quintana on the use of dolls in Afro-Cuban religion, in which he discusses how the care of dolls and their associated spirits is connected to illness and healing. The book as whole is a diverse mélange of styles and disciplinary approaches. It opens with a poem by the Trinidadian author LeRoy Clarke, and Adisa presents some of her analysis in verse. Fernández Olmos, discussing Lydia Cabrera’s El monte (1954), sees in its eclectic style a manifestation of the intellectual style of Afro-Cuban culture and religion. She and Paravisini-Gebert have brought a similar philosophy to collecting the essays in this volume. Some of the authors in this collection had to stretch somewhat to fit the theme of healing, such as Carlson with “The Film Cure: Responses to Modernity in the Cinemas of the Caribbean” (pp. 149–64), but the result is a useful interdisciplinary presentation of current work by scholars and artists on the interplay of art, religion, and healing in the Caribbean.

  • Research Article
  • 10.3968/j.ccc.1923670020120806.zrgly
Chinese Culture and Modern Life—On the Theory of Resources and Basic Context of Chinese Cultural Soft Power to Enhance
  • Dec 31, 2012
  • Cross-cultural Communication
  • Wei Guan + 2 more

To enhance the soft power of Chinese culture, an important issue is to analyze and clean up the theory of cultural soft power resources and the Current Context. Cultural soft power to enhance the theoretical resources that is Chinese traditional culture, Context that enhance cultural soft power is the modern life. But, traditional culture is not a dead, past existence, but a process of constant development; the modern life is not the life style and the thinking mode which the West leads; traditional culture is a national, special, modern life is also diverse, optional. Key words: Soft power; Tradition; Traditional culture; Modern life

  • Research Article
  • 10.1353/tech.1993.0099
Driving Ambitions: An Analysis of the American Hot Rod Enthusiasm by H. F. Moorhouse
  • Apr 1, 1993
  • Technology and Culture
  • Rudi Volti

TECHNOLOGY AND CULTURE Book Reviews 419 Smith’s triumph over Pocahontas’s people. Rescued from death by the Native American woman, Smith dazzles the natives with his compass and frightens them with cannon fire. Englishmen, Wright appears to imply, are the knowledgeable enthusiasts; Native American women and men the ignorant technophobes. And yet, if they cared nothing for technology, why did the Native Americans even bother to look at the compass? Smith fired his cannons, Wright tells us, because natives “were carrying millstones away from the English camp.” Why, 1 wonder, would they bother? I suspect that the relation between technology and white, middleclass masculinity goes a step further than these essays have taken it, so deep that the tools and techniques associated with femininity and women, with people of color and poor people, are identified as in some sense not technology. Is cooking an act of technological mastery? Is The Joy of Cooking a how-to book? Did Native Americans have a technological use for those millstones? I would like to know more about enthusiasm for technology on the part of the outsiders all these scientists, engineers, colonialist adventurers, magazine writers, soap­ box racers, audiophiles, and nuclear physicists were struggling against. Virginia Scharff Dr. Scharff is assistant professor of history at the University of New Mexico. She published Taking the Wheel: Women and the Coming ofthe Motor Age in 1991, with the Free Press, and is coauthor of Present Tense: The United States since 1945 (Boston: Houghton Mifflin, 1992). Driving Ambitions: An Analysis of the American Hot Rod Enthusiasm. By H. F. Moorhouse. Manchester and New York: Manchester Univer­ sity Press, 1991; distributed by St. Martin’s Press. Pp. 231; notes, index. $29.95. Most readers of this journal presumably find nothing odd about subjecting hot rods and their subculture to academic scrutiny. Schol­ ars coming from other traditions, however, may be inclined to dismiss them as products of a prolonged adolescence that has been nurtured by an ethos of vulgar consumption. With this segment of the academic community the author of Driving Ambitions has no patience; his book is an attempt to understand hot rodding on its own terms, and in so doing gain a fuller comprehension of modern work, life, and leisure. The opening chapter takes on the legion of social critics who see modern life as consisting largely of dehumanizing, alienating work coupled with passive, commercially manipulated leisure pursuits; cars, if they are deemed worthy of mention, are significant only for their contributions to environmental destruction, highway fatalities, and numbing assembly-line routines. In direct contrast, H. F. Moor­ 420 Book Reviews TECHNOLOGY AND CULTURE house fastens on the hot rod and its subculture as a source of community, learning, craftsmanship, involvement, and creativity. This theme is developed systematically only in one subsequent chapter. The bulk of the text is devoted to a history of hot rodding that covers such topics as pre-World War II timing runs on the dry lakes of Southern California, the role of Hot Rod magazine and the closely associated National Hot Rod Association in promoting hot rodding as a safe and legitimate activity, the growth of a speed equipment industry and the challenge posed to it by clean-air legislation, the controversy over the use of nitromethane fuels for competition dragsters, women’s accomplishments within the sport, and sundry other matters. These chapters constitute a thoroughly competent narrative of the development of hot rodding, but contrib­ ute only marginally to the issues introduced in the first chapter. This lack of fit between the theoretical concerns initially addressed and the bulk of the book’s content is Driving Ambitions’ greatest shortcoming. Most readers attracted to the sociological issues intro­ duced in the opening chapter will have little interest in the contro­ versy over the use of exotic fuels by dragsters, while those interested in hot rodding per se will find the theoretical orientations at best irrelevant and at worst incomprehensible. The conceptual shortcomings of the book are exacerbated by shoddy production. The mangled spelling of many Southern Califor­ nia place names is perhaps excusable; the numerous misspellings of common words less so. Even worse, flawed typesetting and editing have rendered some...

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  • Cite Count Icon 12
  • 10.1017/s0144686x21000593
Views and experiences of adult children concerning intergenerational relationships with their older kin: a qualitative study from South India
  • May 5, 2021
  • Ageing and Society
  • Teddy Andrews Jaihind Jothikaran + 3 more

The tradition of intergenerational care and support exchanges in Indian families is assumed to be disturbed because of changes in family structure brought on by modern life, which is mainly based on studies investigating experiences of older adults regarding the impact of socio-economic change on their care arrangement. However, there is a large gap in understanding the experiences of adult children from a larger relational perspective, more than just care provision to their older relatives. Drawing on 26 in-depth interviews with adult children living in modern and traditional living arrangements from South India, the study explores their experiences with their parents with regard to reciprocity of care and support, the challenges they experience and strategies they adopt to overcome those challenges. The analysis shows adult children perceive the increased demands of modern work life and their older kin's preferences to be heard, lack of flexibility and related extra domestic work and costs, do cause a bigger burden for them in both living arrangements. However, adult children strive to uphold the traditional values of caring for their older kin and sharing emotional bonding with them. This inspiration helps them to employ strategies to accept their older relatives as they are, focus their attention on the benefits they receive from them and distribute care tasks with other relatives to overcome the challenges.

  • Research Article
  • Cite Count Icon 1
  • 10.1016/j.chbr.2026.100943
Sparkling Water Consumption Mitigates Cognitive Fatigue during Prolonged Esports Play
  • Jan 1, 2026
  • Computers in Human Behavior Reports
  • Shion Takahashi + 3 more

Prolonged esports play induces cognitive fatigue, characterized by diminished executive function with pupil constriction. Players often rely on caffeinated or sugary drinks to combat fatigue, but regular use poses health risks. Sparkling water, a sugar- and caffeine-free beverage, stimulates brainstem and prefrontal activity via sensory pathways potentially mediated by transient receptor potential (TRP) channels in the throat. This study tested the hypothesis that sparkling water mitigates cognitive fatigue during prolonged esports play. Fifteen young adult players participated in a randomized crossover trial, each completing two 3-hour sessions of a virtual football game while consuming either sparkling water or plain water. Subjective fatigue, enjoyment, and executive function (via a flanker task) were measured at baseline and hourly, while pupil diameter and heart rate were monitored continuously. Blood glucose and salivary cortisol were assessed periodically. Compared to plain water, sparkling water significantly attenuated increases in subjective fatigue, enhanced enjoyment, and preserved executive function, along with preventing pupil constriction. Heart rate, blood glucose, and salivary cortisol levels did not differ between conditions. Notably, players committed fewer in-game fouls with sparkling water, while offensive and defensive performance remained unchanged. These findings demonstrate that sparkling water contribute to alleviate both subjective and objective signs of cognitive fatigue during prolonged esports play, consistent with our hypothesis. This non-caffeinated intervention may help sustain inhibitory control and promote fair behavior, offering a safe and sustainable strategy for managing mental fatigue in modern life. • Sparkling water alleviates cognitive fatigue and boosts enjoyment during esports. • Pupil constriction, a marker of mental fatigue, is prevented during extended gameplay. • Players stay alert without elevations in blood glucose or cortisol during esports sessions. • Fewer fouls occur in virtual football, with performance levels remaining unchanged. • A caffeine- and sugar-free method supports mental stamina in modern digital life.

  • Research Article
  • 10.25136/2409-8744.2022.6.39062
Transformation of social roles in traditional craftsmanship villages in modern Vietnam
  • Jun 1, 2022
  • Человек и культура
  • Viet Hoang Bui

Traditional craft villages have been one of the popular socio-economic models since ancient times in many countries and regions. In Vietnam, traditional craft villages have made a very positive contribution to the overall development of the area. These successes highlighted and recognized the critically important social role of individuals and organizations in the community of craft villages. At present, in a modernizing life, traditional craft villages face great challenges in maintaining their activities in the face of changes in modern social life. Thus, this article recognizes the need to describe the changes as well as the adaptation of social roles in the economic, cultural and social life of individuals as well as organizations in the traditional craft village community today. The case study chosen in the article was the lacquer village of Tuong Binh Hiep, Binh Duong Province, Viet Nam. The main method used in this study was a survey (N = 297) of households that still produce traditional lacquerware in Tuong Binh Hiep village. Apply this method to refine observational analysis or collect available data, add useful information to help explain the factors that are changing the roles of individuals and organizations carried out nowadays in traditional craft village communities. Based on the results of the study, the author will make the most basic assessments that will serve as a prerequisite for further research to find solutions to support traditional village craft communities in Vietnam for facing the impacts of the modern life.

  • Research Article
  • 10.31318/2414-052x.3(60).2023.296796
Organization of Musical Life in Modern Italy
  • Sep 27, 2023
  • Часопис Національної музичної академії України ім.П.І.Чайковського
  • Olena Ponomarenko

The process of organizing musical life in modern Italy is analyzed through the prism of new management approaches aimed at the deployment of Italian musical projects in the general sociocultural space. The issues of management and marketing in today's musical life, which are a significant component in the creation of musical projects, are outlined. The main principles of new types of marketing in the context of the promotion of musical projects in Italy are characterized - event, empirical and territorial. The functioning of the national brand project — the Arena di Verona Opera Festival, the hundredth season of which took place in 2023 on the stage of the Roman Amphitheater Arena, is highlighted. The role of the "Arena di Verona" Foundation in the organization of the opera festival has been determined. Creative advertising measures are considered, thanks to which the project is popularized as an artistic phenomenon among the public. It was found that Italian festival marketing in modern musical life functions thanks to the cooperation of state, financial institutions, private business sector, associations and foundations. The specifics of the promotion of Italian music projects are revealed, which includes analysis, planning, implementation of a massscale event with the help of creativity in advertising, constant technological updating. The dependence of the success of musical projects on the exclusive decisions of the organizers, innovative technologies used in scenery, lighting, stage design, etc. is substantiated. The high artistic component of Italian music projects, which attract more fans, always take place in a certain place and time, strengthen the brand of the territory and make the region attractive both for the local population and for tourists, has been identified. It has been proven that the main goal of organizing musical life in modern Italy, working for a high professional result, is to show the world the historical and artistic sights of Italian cities and preserve Italian musical projects as a national cultural brand for future generations.

  • Research Article
  • 10.31318/2414-052x.2(39).2018.137114
The eightieth anniversary season of “Maggio Musicale Fiorentino” (about the role of music festivals in the system of cultural life in modern Italy)
  • Jun 1, 2018
  • Часопис Національної музичної академії України ім.П.І.Чайковського
  • Olena Yuriivna Ponomarenko

The aim of this research is to reveal the most important aspects and features of functioning of music festivals in modern Italy; to consider their main types and specifics of organizing such music projects on the example of “Maggio Musicale Fiorentino” (the eightieth anniversary season).The methodology of the research is based on the use of the inductive method, which consists in the study of individual festival trends, which allowed determining the general tendencies of the existence of the festival process in the system of cultural life in modern Italy.Relevance is in the necessity to study comprehensively the music festival life in modern Italy as an integral part of Italian national culture The identification of the importance and influence of Italian projects on the state of the musical life at our time acquires special attention and will help domestic musicians learn the specifics of the organization of music festivals in modern Italy, learn this experience and use it in the practice of the musical life of modern Ukraine.Conclusions. Festivals have become a vital part of the music life system in modern Italy; the festival movement has undergone considerable changes and has acquired pace in the last decade of the 20th century and in the beginning of the 21st century: 1) number of festival events, both professional and amateur, is growing; 2) professionals festivals are growing to the size of large-scale events, that may even include schools that give master classes and implement creative projects within the festivals for young musicians; 3) intercultural and creative ties develop, not only between 20 regions of Italy (that are divided into 107 provinces), but also in the international context (taking place on international, regional and city levels). 4) one of the brightest musical projects in the panorama of professional festivals is the “Florentine musical May”, during the years of its existence has significantly expanded its functions. Now it’s not only a music festival that takes place in a certain month of the year, but a creative organization with its own theater, orchestra, choir, academy, master classes, recording studio, magazine, association “Amici del teatro del Maggio Musicale Fiorentino”, sponsors. It is a powerful creative project that preserves traditions and adheres to the basic formula – high quality and professional level in everything. This large-scale project also includes the festival “Maggio Musicale Fiorentino”, which already passes the 80th season every year from the end of April to the beginning of June in the heart of Italian Tuscany – the city of Florence.

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