The Public Ideal of Humanity in The Context of Contemporary Cultural Strategies and Practices

Abstract

The purpose of the study is to analyse current cultural strategies and practices as factors in the formation of the public ideal of a human being in the context of the ‘human dimensions’ of the socio-cultural space, the common value and meaning field and the atmosphere of understanding. The research methodology is based on the application of interdisciplinary and systemic approaches, as well as a set of methods: analytical, synthetic, cultural, which provides a comprehensive view of the problem and the ability to formulate reasonable conclusions. The scientific novelty of the study lies in the systematic consideration of cultural strategies and practices as important factors in the formation of social models of life and public ideals of a person in the socio-cultural space. Conclusions. The study has established that new cultural phenomena emerge at the intersection of the information and socio-cultural environments, actualized by cultural interaction. In this context, one of such phenomena is modern international communication, which is mediated by cultural strategies and practices and is the process of formation of a country's national culture in the international socio-cultural space through intercultural interaction of institutions, organization, communities and individuals, as well as the exchange of cultural products with unique meanings and connotations of a particular national culture. Contemporary cultural strategies and practices help to overcome contradictions between countries and move them beyond the purely geographical limits of existence, reduce existential risks, create an acceptable common value and meaning field and an atmosphere of understanding in the system of intercultural communication between countries of different cultural backgrounds, create new forms of embodiment and realization of the cultural potential of countries, and are the result of interaction between creative individuals, artistic communities, cultural institutions based on the principles of common welfare, unity, and common good. As a result, not only are new types of intercultural interactions formed, but the national cultural identity is preserved, which ensures the sustainability and conventionality of everyday life, leaving it the right to be one of the fundamental components of the integrity of social life. Contemporary cultural strategies and practices actively influence the domestic and international socio-cultural environment, the axiosphere of intercultural communication, determine the formats of interaction with the audience in the process of broadcasting and exchanging ideas, meanings and values, enabling people to meet their needs for information, communication and creative action. Thus, modern cultural strategies and practices are factors of cultural formation of the current socio-cultural space mediated in the globalized cultural digital environment.