The place of cultural policy in the social and political processes of the European Union

The purpose of the article is to study the specifics, place, and role of cultural policy both at the level of the European Union and its member states. The research methodology is based on the integrated use of general scientific and special-applied methods, namely: analysis and synthesis, historical and cultural analysis, analogy, and comparison. The scientific novelty lies in the analysis of the legal framework that determines the direction and mechanism of cultural policy implementation within the EU. The article studies some European countries’ experience in the implementation of their cultural policy, clarifies their strengths and weaknesses. Conclusions. On the basis of the conducted analysis, there are defined preconditions that will promote strengthening of the cultural policy’s strategic role in the economic, political, and social development of Ukraine. Ukraine has all the necessary conditions for the development of the cultural sphere and the implementation of effective cultural policy, but at the same time the lack of understanding of the importance and role that culture can play in increasing the kindness of citizens, or resolving political conflicts, slows down these processes. Key words: cultural policy, social and political processes, European integration, law, institutions, multiculturalism, subsidiarity.

Directing models of author cinema in the context of intercultural dialogue. Part 1. Co-production as a way to implement the producing and directing models

The purpose of the article is to identify problems of intercultural cooperation in the production and distribution of films directed by auteur cinema and to identify scientific guidelines that will contribute to a comprehensive analysis of the phenomenon of Ukrainian auteur cinema in the intercultural space. Methodology. An analytical method was used to study the topic, which is necessary to study the art history and cultural aspects of the problem. In addition, the researcher used methods of systematization and generalization, which were useful to argue the identity of the phenomenon of directing auteur cinema, its place in modern cultural processes, as well as to determine the objective patterns that characterize auteur cinematographic practices in modern intercultural space. A cross-cultural method was also used, which helped to identify the peculiarities of production and distribution of films directed by auteur films in the system of international cooperation. In turn, the culturological approach led to a generalized socio-cultural orientation of the study of the author's cinema of postmodern and postmodern culture. The scientific novelty of the study is that the problem of intercultural cooperation in the production and distribution of auteur cinema in Ukraine and abroad in the context of the functioning of international support programs has first become the subject of a special study; the content of the concepts "intercultural dialogue", "co-production" as certain specific integrity and unity of interconnected elements are argued; the works of Ukrainian film directors-authors, whose films were created as international projects, are singled out and characterized; the expediency of using the system method in studying the peculiarities of the international filmmaking process is proved; a comprehensive analysis and features of production and distribution of films by directors-authors in co-production projects in Ukraine and abroad. Conclusions. Acquaintance with the materials presented in the article expands the arsenal of knowledge on the specifics of production and distribution of films of directorial models of auteur cinema within intercultural projects and allows their use in training courses on the theory and history of cinema and directing. Key words: intercultural dialogue, director-author, producer, Ukrainian author's cinema, co-production, director's model of authorship.

Symbiosis of art studies and business

The purpose of the article is devoted to the characterization of the interaction and intersection of art practices and business, the analysis of artistic activities in existing business structures, and the expansion of tools for building a new paradigm in the system of "art-business". The methodology is based on structural-functional and system analysis, statistical method, which consists in finding and studying new knowledge, interdisciplinary approach, which involves the study of issues in the interaction of art practices and existing business systems. The scientific novelty of the work is that for the first time a practical study was conducted on the impact of art practices on the business structure and analyzed the artistic properties that can form new economic and artistic values and interests. Conclusions. The issue of interaction between art and business is quite new and is just beginning to develop. However, the existing stereotypes that art and business are mutually exclusive positions have already begun to shift and outline new spaces for their interaction. Art in modern society is trying to return to a secularized space because it has properties that are able to strengthen and transform the modern business system, which in global consequences may be reflected in improving the economic condition of Ukraine. Also, a deep and meaningful look at art practices once again convinces the effectiveness not only in the aesthetic and artistic context but also reveals its pragmatic and applied potential in business. Key words: art history practices, interaction, business systems, symbiosis, corporate culture.

Branding and image as the basis of successful promotion of cafés in lviv wihin the instagram social network

The purpose of the article is to analyze the methods, techniques, branding, and image strategies practiced by cafés in Lviv in the social network of Instagram in the context of SSM activities; determine the specifics of image tools in terms of communicative interaction with the target audience; identify the criteria for successful positioning in the social network Instagram for food establishments. Methodology. The analytical method, methods of description, comparison, and generalization were used to perform the research. Scientific novelty. The image characteristics of popular food establishments are investigated; the criteria of image positioning of cafés in Lviv are determined; the features of image and communication tools that are actively practiced interacting with the target audience are analyzed. Conclusions. Today, image and brand have become important criteria of trust in companies, giving them the opportunity to be one step ahead of competitors. The key goal of the image is to get a positive attitude of consumers to the company/brand. Important criteria for successful positioning in the social network of Instagram for food establishments are visual design, emotional characteristics, the well-chosen context of information content. In the image activity of the researched cafés in Lviv, in the Instagram network: techniques of creating a bright image (naming, branding) are practiced; techniques of forming a positive attitude; techniques to enhance the image and enhance the influence of the image. Key words: image, brand, image-building, corporate identity, positioning, social network, target audience, communication, communicative processes.

Historical and cultural conditionality of the development of musical memory of pianists

The purpose of the article is related to the search for new means and methods of developing the musical memory of the pianist-performer. So far, this problem has not been thoroughly covered and developed. The methodology is to apply the method of information analysis. This methodological approach allows you to better understand the importance of professional musical memory in the life of a musician in order to find ways to overcome the fear of forgetting the lyrics before going on stage. The scientific novelty of the work is to expand the understanding of the work of musical memory, especially the work of the brain with new information. Analysis and understanding of this problem allow the performer to feel freer on stage and choose the most effective ways to work on musical works in preparation for the concert. Conclusions. Understanding the principles of professional musical memory provides new opportunities for the realization of a musician in professional activities, increases self-esteem, self-confidence. Key words: musical memory, general musical memory, professional musical memory, figurative musical memory, emotional musical memory, concert activity, pianist-performer.

Visual art as a form of individualization of collective experience: Renaissance discourse

The purpose of the article consists of exploring visual arts in the context of Renaissance discourse as a form of individualization of collective experience. The methodology consists of the application of analytical method – to determine the theoretical and methodological foundations of the study of visual art as a form of individualization of collective experience in the works of the Renaissance theorists: Alberti, G. Vasari, Marsilio Ficino, Lorenzo Valla, Pietro Pomponazzi; Renaissance artists – Giotto, Masaccio, Michelangelo, Leonardo da Vinci, Raphael Santi, Titian; formalization method – to clarify visual art within the subject field of art history in the context of the culture of the Renaissance; method of comparative studies – for analyzing approaches to understanding the visual art as a form of individualization of collective experience. The scientific novelty of the work is that for the first time the essence of visual art is a form of individualization of collective experience in the context of the Renaissance discourse. Conclusions. The article explores visual art in the context of the Renaissance discourse as a form of individualization of collective experience. Clarified the meaning of the concept of visual art and painting in the framework of the subject field of art history (concepts of A. Gabrichevsky, M. Kagan, V. Vlasov, A. Hildebrand). In the socio-cultural development of the Renaissance, there is an intensive process of individualization of the artist, and there is also a tendency to intensively turn to samples of ancient art, which testifies to the visual art as the brightest form of individualization of collective experience. In the context of comparative analysis, the concepts of Cennino D'Andrea Cennini, G. Vasari, Alberti, Lorenzo Ghiberti, Filarete, Piero Della Francesco, Leonardo da Vinci, Jean Peleren, Albrecht Dürer, Pietro Aretino, who described all the advantages of painting based on color, are considered; the Venetian artist Paolo Pino, author of Dialogue on Painting; Lodovico Dolci, author of Dialogue on Painting; the Tuscan writer A. Doni, who in his dialogue "About drawing" explained the priority of the Florentine tradition, in which the emphasis was on drawing, and not on coloring. Key words: visual art, renaissance, painting, collective experience, individualization

Graphic design as a means of advertising transmission ideas in polygraphy

The purpose of the article is a substantiation of the use of visual images in the form of graphic models in printing advertising, consideration of the basic categories of graphic design in advertising, generalization of theoretical approaches to understanding the essence and content of the visual design of the advertising product. Methodology: analysis, synthesis, generalization. The research methodology consists in the application of general and special methods of cognition, in particular, the author used comparative analysis, synthesis and generalization, terminological, chronological and other research methods, among which a special place is occupied by review-analytical monitoring of publications. The scientific novelty lies in the substantiation of the introduction of the visual image of the text in the layout of the advertising project as a necessary addition to the traditional use of graphics, taking into account the peculiarities of the advertising communication process. This provided an opportunity to generalize and specify the specifics of the development of advertising ideas in printing through graphic design. Conclusions: As a result of the study it was found that the basis of graphic design in advertising is the application in practice of interdisciplinary knowledge and skills, the specifics of figurative expression in the artistic sense of the word. It was also found that the use of means of visualization of verbal and nonverbal information in the creative advertising concept is a very important component when considering the design function as a means of transmitting advertising information in printing. Derivatives that underlie the disclosure of creative advertising ideas with the help of design tools have been identified. Key words: graphic design, visual communication, modeling, advertising, printing, information, visual, images, design, idea, research, information, technique, means, transfer, design, drawing, technique, environment, synthetic, landscape, style, direction, transformation.

Symbolic consumers of fine art in the art market and their motivations

The purpose of the article. Research and analysis of algorithms of marketing technologies in the art market by studying the motivations of symbolic consumers of fine arts, namely, individuals who consume products of fine arts through symbolic appropriation. The research methodology is to apply comparative, empirical, and theoretical methods. This methodological approach allows us to analyze the motivations of symbolic consumers of works of art with the subsequent use of research results in the marketing processes of promoting works of art in the art market. The scientific novelty lies in the expansion of ideas about the motivations of symbolic consumers of the fine arts market and in the study of further marketing processes in it. The article analyzes the algorithms of marketing technologies in the analysis of motivations of symbolic consumers of the fine arts market. The article establishes that in the marketing of fine arts it is relevant and necessary to study the behavior of symbolic consumers of works of art as Individuals through the analysis of types of symbolic Consumers, as well as through the analysis of situations of symbolic consumption of works of art as a symbolically appropriated Product at the art market while viewing works of art in exhibition halls. Based on research in the field of art market marketing, we can say that artistic creativity is an area of activity of non-profit public and private museums, gallery and exhibition institutions, as well as large and small businesses, which should professionally analyze consumer motivations, which in turn makes it possible to highly segment consumers of works of fine art in accordance with their motivations. Conclusions. The article defines and analyzes the model of consumption of fine arts by symbolic appropriation, and, accordingly, describes the group (segment) of consumers. We are talking about symbolic consumption, which is associated with the possibility of obtaining aesthetic pleasure through the symbolic appropriation of the work without material possession. It is also proved that consumer behavior in art marketing is determined by three mandatory components: Individual - Product - Situation. It is on these components that the types of motivation are formed, on which the model of consumption and consumer behavior is built. Thus, we have studied individuals who consume works of art, which in turn are products presented in exhibition halls, and we have studied the situations of consumption of works of art that are consumed by symbolic appropriation in exhibitions. Key words: art market, marketing research, motivation of consumers of works of art, symbolic consumption of works of art, behavior of consumers of art market.

Chronotope of Ukrainian folk art culture as a dialectical unity of traditional and innovative models of life in the space and time of the XXI century

The purpose of the article is the conceptualization and rethinking of the meaning of Ukrainian children's folklore as an integral part of the structure of Ukrainian folk art culture and carefully crafted magic rituals. Updating the concept «Ukrainian children's folklore» in the context of cultural knowledge, defining the essence of this phenomenon in the chronotope of the 21st century and evaluating temporal and spatial unity, which contributes to the preservation of the national cultural heritage, the dialogue of different cultures and human unity, is also the goal of the work. The delineation of the essence of this phenomenon in the chronotope of the XXI century and the assessment of temporal-spatial unity, which contributes to the preservation of the national cultural heritage and dialogue of different cultures, is also the goal and object of analysis. The methodology consists in applying comparative and concrete-historical methods for conceptualization of Ukrainian children's folklore in the context of national folk art culture, use of formal method, as well as hermeneutic interpretation method for analysis of the concept of «children's folklore» and its functions in today's chronotope. The scientific novelty lies in the actualization and conceptualization in the context of culturological knowledge of Ukrainian folklore, including children's (riddles), as a complex phenomenon and an integral part of the morphology and typology of national folk art culture in the chronotope of the XXI century. Scientific novelty also consists in revealing on the basis of delineation and comprehension of essence, dynamics of laws of development and an estimation of internal structure and space-time unity of functions of the Ukrainian national art culture, consideration of interaction of oral folk art of the childhood and dialogue of various cultures. Conclusions. In modern socio-cultural reality the question of understanding the chronotope of Ukrainian folk art culture as a dialectical unity of traditional and innovative models of life in space and time and conceptualization of Ukrainian children's folklore (riddles) in the context of culturological knowledge as an integral part of morphology and typology of national folk art culture. Ukrainian children's folklore in its diversity of forms, types, functions, purposes is an attractive phenomenon that requires further conceptualization and continuation of thorough research. Defining the essence of this phenomenon in the chronotope of national folk culture contributes to the preservation of national cultural heritage and dialogue of different cultures in the XXI century. Keywords: Ukrainian folk art culture, folklore, children’s folklore, riddles, musical folklore, dialogue of cultures, oral folk art, national culture, chronotope, space-time interrelations.

Trends in the development of fine arts during the independence of Ukraine

The purpose of the article is to highlight the search for new trends in the development of fine arts during Ukraine's independence, which acquired individual self-expression and became a subcategory of media culture, offering the audience a complex and technically high-quality visual product focused on understanding the relationship Soviet times and aimed at world universal values. The methodological basis was the methods of critical analysis of art, historical, literary sources, and specific historical analysis in studying the development of new trends in fine arts during Ukraine's independence, which allowed to explore the creative components of artists, as Ukrainian art was and is an integral part of the world art process while leaving their own national creative individuality. The scientific novelty lies in the conceptualization of modern trends in the development of fine arts, the formation of artistic styles as a factor in reflecting historical and artistic processes in the system of interaction between Ukrainian art and society. Conclusions. The study found that each generation studies, reviews and proves its vision of the history of its people. The twentieth century has come to an end, and the development of new trends in fine arts during Ukraine's independence encourages scholars to the analytical rethinking of his achievements from the standpoint of the new Ukrainian artistic life and its entry into the world art space. The global integration processes of the modern world are an objective trend in the development of fine arts, which should be considered in the context of trends in world art, including European. Global transformation processes have affected all spheres of public life, becoming determinants of shaping the way and quality of life of contemporary Ukrainian artists, found their concretization in the process of forming a single artistic space, and returned the right of Ukrainian art to its place in the world art space. Fine art during the independence of Ukraine reflects the laws, realities of life, processes, and phenomena that take place in it, has acquired tendencies of individual self-expression of the artist, and supports the free development of all styles and genres at the state level. Key words: fine arts, Ukraine, trends, artist, creative personality of the artist.