Social Networks as a Tool for Promoting Intangible Cultural Heritage of Ukrainian Regions (based on the materials of the information and communication content of Vinnytsia Regional Centre of Folk Art)

Abstract

The purpose of the article is to comprehensively investigate the materials of the informational and communicative content of the Internet site and Facebook page of the Vinnytsia Regional Centre of Folk Art and to reveal the essential aspects of the use of social networks in the conditions of a full-scale invasion as an effective tool for the presentation and popularisation of the intangible cultural heritage of Vinnytsia as a region of Central Ukraine. The research methodology consists of general scientific and specific cultural approaches, principles and methods of scientific knowledge. The systemic-structural approach was applied to the study of the organisational and methodological activities of the Vinnytsia Regional Centre of Folk Art, aimed at popularising the intangible cultural heritage of the region. The internal connections and interaction of various components of the cultural and educational activity of the Centre for Cultural and Educational Activities, aimed at the presentation and popularisation of intangible cultural heritage in the conditions of a full-scale invasion, are revealed by the results of monitoring the materials of the Internet pages of the Centre (the Internet site and Facebook pages). Formal and comparative methods were used to analyse the institutional features of work in the Vinnytsia region as a region of Central Ukraine. The method of content analysis was used to generalise the publications of the Internet site and the information of the Facebook page of the Vinnytsia Regional Centre of Folk Art, dedicated to the intangible cultural heritage of Vinnytsia, contributed to the objective determination of the main thematic trends related to the investigated problem. The scientific novelty consists in substantiating, revealing and proving the effectiveness of the use of social networks as a really effective tool for expanding the role of regional centres of folk creativity in the presentation and popularisation of the intangible cultural heritage of Vinnytsia in the information field, in particular in the conditions of a full-scale invasion. On the basis of a practical study of the materials of the informational and communicative content of the Internet site and Facebook page of the Vinnytsia Regional Centre of Folk Art, the traditional culture of Vinnytsia, which contains a preserved living folk artistic culture with a classical / traditional folklore paradigm. The interaction of the Vinnytsia regional centre of folk creativity with institutions, cultural institutions and the external environment in the matter of preservation and popularisation of the intangible cultural heritage of Vinnytsia region was revealed. Conclusions. Summarising the positive experience on the materials of the information and communication content of the Vinnytsia Regional Centre of Folk Art (website and Facebook page) demonstrated concrete achievements in the presentation, popularisation and preservation of the intangible cultural heritage of Vinnytsia in the conditions of a full-scale invasion. It is argued that the digital representation of the content of the intangible cultural heritage of the regions of Ukraine, in particular Central Ukraine, in social networks is a really effective tool for popularising the intangible cultural heritage in the information field. It is concluded that the traditional culture of Vinnytsia contains a preserved living folk artistic culture with a classical / traditional folklore paradigm. It was noted that the employees of centres of folk creativity need to have the skills to work in the spheres of SEO and SMM, which requires constant improvement of professional qualifications and stimulation of scientific and creative approaches in this direction and is a continuously relevant requirement of the time.