Balletmaster’s Author’s Style as a Factor in the Development of a Cultural and Educational Brand in Folk Dance

Abstract

The purpose of the article is to consider the issues of the balletmaster’s author’s style in the context of the formation of a recognisable brand of folk and stage dance. Research methodology. The method of analysis and synthesis, the method of cultural and historical analysis, the style method, the method of art history analysis and the method of theoretical generalisation were applied. Scientific novelty. The issues of the influence of the balletmaster’s author’s style on the formation and development of the cultural and educational brand of folk dance were studied; the features of the ideological basis, artistic identification, educational vector and work with the primary source as key aspects of the balletmaster’s author’s style were analysed. The features of the author’s style of P. Virskyi and K. Baloh were clarified, and the specifics of the cultural and educational brand of the National Honoured Academic Dance Ensemble of Ukraine named after Pavlo Virskyi and the Honoured Academic Transcarpathian Folk Choir were revealed. Conclusions. The study revealed that the key aspects of worldview positions in the process of forming a recognisable brand are: understanding folk dance in dynamics, which involves deepening the semantics of the performance, giving external means of expressiveness the appropriate figurative and symbolic meaning; actualisation of archaic elements of folk dance culture and giving it intercultural content; creation of a competitive cultural product, which involves the global thinking of the ballet master in the process of staging folk dance, involving innovative approaches, bold experimentation and active appeal to a wide range of current stage solutions (musical design, scenography); transcultural adaptation of the ethnic code of Ukrainian folk dance (preserving authenticity provided that it is perceived by representatives of any culture); positioning the choreographic collective as a unique platform for the development of dance culture and education of dancers and spectators: strengthening the understanding of the historical prerequisites for the emergence of dance elements, the specifics of ethics, the upbringing of patriotism and national consciousness, broad educational activities (currently effectively implemented using digital tools in social media), the formation of an author’s school within which the evolution of the choreographer’s author’s style takes place and the viability of the brand is ensured in the future; emphasis on the author’s choreographer’s handwriting and visualisation of sensory units of the artistic picture of the world by means of a unique system of artistic images, a characteristic dance pattern, choreographic vocabulary.