FOLKLORE PROJECTS AS A MEANS OF PRESERVING CULTURAL IDENTITY IN THE CONTEXT OF GLOBALIZATION

The article is dedicated to exploring the significance of Russian folk folklore and its role in shaping cultural identity. The research is carried out by analyzing the objects of social and humanitarian sciences that manifest their properties in the products of human spiritual activity. This research conducts a comprehensive analysis of Russian folk folklore to identify its relevance for youth and to develop effective strategies for its popularization. The article presents data from an empirical study that determined the level of knowledge about Russian folk folklore among various age groups in the city of Moscow, as well as innovative methods for engaging youth in the study and preservation of folklore traditions. Recommendations are provided for educational institutions and cultural organizations aimed at enhancing youth interest in folklore.

In the context of globalization, when the cultural boundaries are becoming increasingly blurred, traditional forms of folk creativity undergo significant transformations. This leads to a weakening of the connection between the younger generation and their cultural roots, which, in turn, threatens the preservation of unique cultural heritage. The scientific novelty of the research lies in its interdisciplinary nature, combining theoretical analysis with practical recommendations, as well as emphasizing the necessity of adapting folklore traditions to modern conditions, which is an important step towards their preservation and popularization. As a result of the study emphasize the importance of folklore as an element of cultural heritage that contributes to the formation of identity and continuity between generations in modern society. The article focuses on analyzing the level of knowledge of Russian folk folklore among the youth and older generations, as well as identifying the reasons for the unpopularity of folklore among young people. The work examines both historical and political aspects related to folklore and its role in contemporary society. This research highlights the necessity of actively implementing folklore projects into social practice to preserve cultural identity.