FESTIVE IN PUBLIC CONSUMPTION: COMMERCIAL CALCULATION OR A NEW TRADITION; CONFIGURATION OF FESTIVITY IN MODERN CULTURE

Abstract

The article examines the theoretical aspects of the festive needs of the population in modern culture, theoretically grounded requirements for the festive and festive conditions (both informative and formal). On the basis of the analysis, it was found out that technology of a festive nature is primarily implemented in consumer practices and through consumer practices; Hyperfestivals, marketing and holiday events suggest that in modern cultural traditions the essential characteristics of a traditional holiday are sent, turning it into an «activity» from the sacral to the professional, pragmatic, but in modern art it is possible to save situationally, at the level of individual consciousness.