ВИШИВАНКА ЯК ОБ’ЄКТ УКРАЇНОЦЕНТРИЧНОГО НАРАТИВУ ТА НАЦІОНАЛЬНО-КУЛЬТУРНОЇ ІДЕНТИЧНОСТІ В ІНФОРМАЦІЙНОМУ ПРОСТОРІ
Vyshyvanka as an object of Ukrainian-centric narrative and national-cultural identity in the information space

Summary/Abstract: The purpose of the work: to investigate the phenomenon of vyshyvanka as an object of a Ukrainian-centric narrative in the modern information space, which accumulates ethno-cultural values, serving as a means of nationalcultural identity. The research methodology is based on the application of a systemic approach, an analytical method, cultural, art history, semiotic and axiological, which will allow a comprehensive consideration of the given problem and formulate well-founded conclusions. The scientific novelty is characterized by the fact that for the first time embroidery as an element of folk and modern culture was investigated as an object that embodies ethno-cultural values and serves as a means of national-cultural identity, capable of forming a Ukrainian-centric narrative in the information space in the conditions of information confrontation. Using the example of modern embroidery of the Ukrainian brand "Ethnodim", it is demonstrated how an embroidered shirt acquires a new symbolic meaning, being consonant with important social events, representing the values of courage and heroism of Ukrainian defenders of the Ukrainian people in the fight against the enemy. Conclusions. Summarizing, we should note that vyshyvanka, as a component of Ukrainian national clothing and a part of traditional ethnoculture, is one of the greatest representatives of cultural traditions and values. In the modern information space, it has become a marker of national and cultural identity, a fashionable brand and a means of individual self-expression. Embodying national cultural values, the embroidered shirt acquired a special symbolic role, becoming an integral part of the social, political and cultural life of modern society, actualizing national culture. Vyshyvanka serves as a means of forming a Ukrainian-centric narrative in the information space, broadcasting to the general public the values and meanings of the Ukrainian worldview. In the conditions of armed aggression against Ukraine, modern designs of embroidered shirts acquired a new symbolism of the fight against the enemy, reflecting the indomitable spirit of the Ukrainian people.

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