MODERN FOLKLORE AS A FORM OF POPULAR CULTURE IN CONTEMPORARY UKRAINIAN REALITIES: A CULTURAL ANALYSIS

Abstract

The purpose of this work is to conduct a comprehensive cultural analysis of the mechanisms of interaction between popular culture and contemporary folklore in modern Ukrainian realities, identifying the peculiarities of their transformation and mutual influence. Methodology. A comparative method proved productive in achieving the research objective, as it allowed for comparing the cultural characteristics of popular culture and contemporary folklore, identifying their points of convergence and substantive generalizations. A structural method was employed to analyze contemporary folklore as a dynamic system, whose constitutive categories are: the agency of its creators, new meaning-making, and the collective nature of creativity. Through synthesis, the general features and properties of popular culture were identified, facilitating a transition from the singular and specific (contemporary folklore) to the general (popular culture). Scientific Novelty. The scientific novelty lies in the identification and systematization of new forms of cultural creativity and in the expansion of the methodological toolkit, which will contribute to a deeper understanding of the processes of creation and transformation of cultural phenomena in modern Ukrainian realities. Conclusions. The analysis of the theoretical and methodological basis allowed for outlining the main approaches to studying the interaction between popular culture and contemporary folklore. Clarifying the conceptual-categorical apparatus helped differentiate related terms and define contemporary folklore as an important component of popular culture, functioning at the intersection of traditional and digital forms of communication. The actualization of the concept of contemporary folklore from a cultural studies perspective allowed it to be viewed not only as a reflection of socio-cultural changes but also as an active mechanism of meaning creation in society. Special attention was given to the role of digitalization and social networks in the formation of post-folklore. It was demonstrated that digital platforms serve not only as environments for disseminating folkloric forms but also as factors that transform the very principles of their generation, circulation, and reception. Additionally, key actors participating in the creation of these phenomena were identified: media consumers, online communities, and professional content creators (bloggers, media professionals). The mechanisms of their interaction were revealed, allowing contemporary folklore to be considered a field of collective creation, where the audience is not only a recipient but also an active participant in the cultural process.