Soft-traditionalism as a strategy for actualizing folk tradition in the postmodern parameters of the chronotope of Ukrainian folk art culture

The purpose of the article is to consider causes crisis authenticity Ukrainian folk art culture in postmodernism and reveal features soft-traditionalism as a strategy actualization tradition postmodern parameters chronotope. methodology consists using analytical (establishing postmodernism), culturological (revealing axiological, systemic (determining basic principles axiosphere approaches. scientific novelty postmodern, due virtualization, deontologization, destruction traditional linear chronotope historical memory virtual nomadic environment. Based on modern achievements thought, ambivalent nature cyberspace post-ontological archaic-ontological phenomenon at same time demonstrated, given connection rhizome with symbolic language myth, subconscious chthonic archetypes culture. classification three models value-semantic preservation conditions developed. Conclusions. study showed that chronotope, interconnected processes deontologization virtualization cause environment Internet leads classical narrative fairy tale, narrative: hierarchical triad replaced by chaotic movement. It shown identification has always had consistent systematic character, inherent gradual entry individual into cultural tradition. Today, identity practices are spontaneous cross-cultural. Nomadism depicted characteristic feature environment, which renews archaic primitive nomads, returning us pre-mythological structures magic. common sacred, gender informational revealed, create favorable preconditions for development latest strategies postmodernism. Such was «soft-traditionalism»/«light traditionalism», developed within Chicago School Phenomenology Sacred M. Eliade. essence accentuating axiological approach an existential experiencing meanings can be expressed semiotic language. As adequate relationship between its representation, triadic structure proposed: isolation, interaction, stylization. emphasized children's folklore, universal form, most vivid embodiment soft-traditionalism.