SOCIAL NETWORKS AND DIGITAL PLATFORMS AS AN INSTRUMENT FOR THE ADAPTATION AND RECEPTION OF UKRAINIAN FOLK MUSIC 2010–2024

Abstract

The 21st-century digital music culture has been fundamentally transformed by the progressive introduction of sound recording technologies and the dominance of social networks, which have replaced traditional media as the primary channels for music dissemination. This study focuses not on folklore in its primary form, but on the processes of its adaptation, revitalization,
and stylization within the contemporary multimedia environment. While the role of digital platforms is widely acknowledged, there is a significant research gap concerning a comprehensive analysis of the specific mechanisms through which these platforms facilitate the adaptation of Ukrainian ethno-heritage into popular art. There is a pressing need to investigate the complex interplay between culture, art, and technology, as this dynamic remains an under-researched area in Ukrainian cultural studies.
Methodology. The research is based on a comprehensive analysis of social networks and digital platforms (Instagram, TikTok, Facebook, YouTube) as tools for the popularization of Ukrainian ethnic music from 2010 to 2024. The methodology includes a systemic analysis to identify the key mechanisms of sound recording and distribution that influence the creation and archiving of contemporary audio culture. It also employs monitoring of folklore material within the digital sphere to study the sociocultural consequences of its adaptation and the impact of the scientific and technical revolution on its perception.
Novelty. For the first time in Ukrainian art studies, this paper provides a holistic analysis of social networks as a key instrument in the revitalization and reinterpretation of national cultural heritage. The scientific novelty lies in examining the direct influence of sound recording technologies, streaming service algorithms, and distribution models on the formation of new syncretic genres based on folklore. The study also highlights the shift in communication between the artist and the audience, which has evolved into a direct communicative discourse facilitated by audiovisual technologies.
The practical significance. The findings of this research can be used to develop effective strategies for the preservation, archiving, and popularization of Ukraine's intangible cultural heritage in the digital age. The results are  valuable for artists, producers, and cultural institutions in navigating the challenges of commercialization while avoiding the loss of authenticity and the risk of «digital oblivion». Furthermore, this analysis can inform the development of modern archival practices for the nation's video and audio Phonotheque.