CULTURAL TRANSFORMATIONS AND GLOBALIZATION TRENDS: ADDRESSING THE STATUS OF "NEW LOCALITIES"
The article considers the patterns of cultural transformations under the influence of globalization trends in urban and rural communities in the European part of Russia. Particular attention is paid to the Kostroma region, where a combination of “retarded development” and modern technological and cultural innovations is well represented. The authors consider various variants of the “creolization” or “hybridization” of the transmittable cultural forms in interaction with the local cultural tradition and the emergence of their local versions - “new localities” or “glocalisms”. Is being discussed the role of directive prescriptions (“initiatives from above”) in the innovation processes, and the ways to assimilate these directives at the local level on the basis of group and personal values and attitudes (“initiatives from below”). The purpose of the transmittable directives is to change the structure of collective consciousness through the transformation of individual attitudes and subject-object relations within a given society (certain aspects of the social structure, behavioral stereotypes, material environment, food codes, etc.). In modern cultural designing, globalist ideas of business technologies in the market of cultural services are used, including event and ethnotourism, which allow to provide an exclusive product using universal commercial tools. At the same time, “local” and “specific” are presented in globalized packaging. It emasculates the original meanings of authentic forms (clothing, household items made by local craftsmen, traditional folklore), turns them into scenic and decorative-souvenir, leads to the transformation of exclusive forms into a popular consumer goods, and actively used tourist sites with elements of traditional life transforms into a museumed interactive space. The authors come to the conclusion that at a short distance, subject to substantial external investment and administrative support, globalization forms can aggressively displace traditional ones. But their dominance is possible only with an organic combination with the peculiarities of mentality, the socio-cultural specificity of the communities that consume them, which inevitably leads to the formation of glocalisms, which are a form of contrasting local cultural forms with global ones.