FOLK INSTRUMENTS IN MODERN POP CULTURE OF UKRAINE

Abstract

The article examines the strategies for the development of modern pop culture in Ukraine. One of the ways to create an original and competitive cultural product is to turn to folk instruments, which helps to expand the audience. Despite the dominance of globalization trends in modern pop culture, the need to preserve cultural identity is becoming actual. This attitude of the postmodern time is realized in the principle of transculturation, as a way of interaction between ethnic cultures. External factors for promoting a cultural product in the field of show business are image technologies and advertising campaigns carried out in the web space. Among the internal factors contributing to the popularization of pop culture, the use of folk instruments should be highlighted. On the example of performances of Ukrainian pop singers and collectives at the Eurovision Song Contest, the effectiveness and expediency of turning to folk instruments is illustrated.