THE ROLE OF FESTIVALS IN PROMOTING AND PRESERVING CULTURAL IDENTITY

This article provides a scientific and theoretical analysis of the role of festivals in preserving and promoting folk culture and national identity. Festivals are viewed not only as mass cultural and entertainment events but also as important socio-cultural events that reflect the historical memory, customs, language, religious views, and aesthetic values of the people. The article also highlights the importance of traditional and modern festivals in fostering cultural awareness, national pride, and a sense of historical belonging among the younger generation. In the context of globalization, the socio-cultural possibilities of festivals are revealed in preserving national values, ensuring the continuity of cultural heritage, and forming a stable spiritual environment in relation to external cultural influences.