Abstract
The article considers the transformation of visual signs reflecting the Siberian identity. The phenomenon of the Siberian identity could be seen at some aspects of visual arts: the primitive art of petroglyphs, ethnographic elements of indigenous art and the legacy of the Siberian artist V.I. Surikov. Based on the philosophical and art history analysis of art works some visual signs of the studied aspects were identified, such as primitive pictures of people, ethnic clothing and patterns and, the painting “The Capture of the Snow Town” by V. Surikov. The most innovative ways of their interpretation in the modern cultural process have been identified. The article considers major Siberian festivals (for example Siberian Maslenitsa and the Krasnoyarsk Universiade), computer graphics, work of clothing designers and design of the facilities of the Krasnoyarsk Universiade. This study has resulted in understanding that there are certain visual signs that carry the burden of the formation of the regional Siberian identity in modern cultural processes
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