Purpose of Research. To clarify the specifics of the of festivation as a phenomenon of modern culture and its influence on the models of cultural creation that were formed during the evolutionary development of the holiday, since they to some extent reflect both theoretical and practical problems of our time. The research methodology assumes the use of dialectical, comparative and sociocultural approaches, which, on the basis of complementarities, are the basis of the article. The scientific novelty of the research is that for the first time a sociocultural analysis of festivation was carried out and the logic of the formation of its new format in the worldview projections of globalism and alterglobalization was investigated. Conclusions. First of all, festivation - is a modern festive culture-directs to such a feature of globalization and alternative globalization strategies as an exaggeration of the influence of everyday life on the forms and directions of human activity, the dominant features of which are the utilitarian and pragmatic nature of universal structural elements. Secondly, the difference between everyday culture and everyday life is that the former is characterized by the fulfillment of routine daily duties, while everyday culture appears as an actualization of the whole volume of culture in common practice. Third, festivation is a special form of cultural creation, retaining its polyfunctional nature; it manifests itself in the hybrid nature of modern and traditional cultures.
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