The article is aimed at studying the strategies of reproduction and retransmission of the ethnicity of ethno-cultural groups in public representations carried out in the cultural field of the indigenous small-numbered peoples of the North of Russia. Of course, one of the key forms of ethnic manifestation of cultural identity is the national language, holidays, cuisine, traditional economic and commercial activities, etc. However, this article focuses on the importance of artistic culture as a key form of representation of the ethnic narrative, its capabilities in the issue of preserving the traditional culture of the Northern peoples in the era of intensification of globalization processes. The current processes of transformation of global culture have intensified the development of two opposite trends in the issue of ethnic identity — the desire for self-determination, the preservation of traditional economy and the assertion of ethno-cultural characteristics, on the one hand, and for integration, for higher standards of quality of life, on the other. The increasing momentum and expanding spheres of influence on the modern processes of development of the world community affect ethnic self-consciousness by involving in the global monoculture, which leads to changes in ethnicity, which in turn affects the totality of those cultural mechanisms that help ethno-cultural groups to self-represent identity. From the point of view of K. Girts interpretive model of culture, we can say that the artistic culture of a certain ethnic group is a set of meaning-bearing texts representing the social ideals of this ethno-cultural community. The specificity of the works of artistic culture of the northern small indigenous peoples lies in the fact that they record the real experience of human interaction, and therefore the entire ethno-cultural group, the ideals of their community. Thus, ethnic artistic culture acts as a social regulator of the life of an ethno-cultural community and one of the main spheres of ethnic manifestation.