FESTIVATION: TECHNOLOGIES OF POLYCULTURAL DESIGN

Abstract

The phenomenon of festival as a non-classical model of modern holiday culture is researched. Given the experience of conceptualization of the holiday, attention is focused on categorization and differentiation of basic semantic elements and discourses, namely, festival as a process of total celebration of reality, which is technologized, pragmatized, transformed into a hyperfestial reality of communicative behavior, a kind of making reality surprisive. It is revealed that there is a hyperfestial reality, which is constructed by the redundancy of artistic and technical means and techniques, visualization techniques, ideologies, policies, which are formed in virtual, hybrid-presentation models of information. It is generalized that the strategy of appropriation of the holiday and its transformation towards the festival took place by involving borrowed cultural industries as endorsing practices, which in the globalization model (as a dominant one) can be used outside their own cultural context.