Сharity Impresa as a Determining Point of Cultural and Artistic Activity of Nowadays

Abstract

The relevance of the article. Charitable activities play an important role in the formation of value guidelines and moral norms of an individual and society as a whole. Its development is determined by various factors that occur in society. The start of active hostilities in Ukraine in 2022 affected all spheres of human existence. Among them, there were changes in the functioning and development strategies of charity events, in particular events. This issue needs clarification, because it will allow not only to understand the strategies of adaptation of this form of charity, but also to predict further ways of its transformation. That is why scientific, including socio-cultural analysis of the phenomenon of charity event is extremely relevant. The purpose of the article. To analyze charitable events in the socio-cultural space in the conditions of a full-scale Russian-Ukrainian war; to reveal the cultural, artistic, financial and technical factors affecting the organization and holding of events. The methodology. A cultural approach to the analysis of the mentioned problem demonstrates that the concept of charity belongs to certain historically developed and regulated norms of social actions that implement their worldview orientations and cultural values. The specifics of scientific intelligence led to the use of the structural-functional method, which made it possible to investigate specific functional characteristics and regularities. The method of content analysis and personal practical experience of holding events made it possible to determine the artistic features of conducting charity events, the method of terminological analysis helped to find out that the Polonism “impreza” successfully filled a gap in the lexical system of the Ukrainian language. The results. We believe that charity is one of the “material” factors of the spiritual culture of mankind. This phenomenon arose spontaneously at the beginning of human civilization. Subsequently, it developed as targeted attention and concrete help from society to people who are unable to independently solve the issue of personal livelihood due to a number of reasons (subjective or objective). If we trace the genesis of charity, it is possible to distinguish three main historical types that are peculiar to the Western European mentality: ancient, Christian and modern charity. It was revealed that today the prevalence of charity in Ukraine is rated as “high”. It has been found out that in terms of its artistic structure, the charity event has all the features inherent in such forms of stage art as collective concert, thematic spectacle, solo concert. However, when forming the concept of a charity event, the organizers should naturally and organically integrate an auction, exhibition, fair or active online donation into the structure of the event. An important factor in organizing a charity event is attracting external help and finding people you can rely on and who will show a genuine interest in this cause. Involvement in a charity project must be voluntary, following the “calling of the heart”. It can be assumed that true humanism is achieved exclusively in the conditions of practical realization of the essence of a person through his actions. The scientific novelty. The time of military aggression was systematized, the place and role of domestic artists in the charitable sphere was established. Sociocultural functions of the phenomenon of charity events in Ukraine were generalized. The practical significance. The data of this study reveal various types and forms of charity events as effective factors in fundraising. The materials of the article can be used for the practical organization of a charity project and the theoretical features of the organization of charity art projects studied by film director students. Conclusions. Charitable activity is a determining point of reference in the formation of moral and ethical values and humanistic relations in society. Thanks to the holding of charity events, a number of psychological, social and political issues are resolved, in particular, the formation of national identity, which is an integral factor of Ukraine’s national security. At the international level, artistic charity events primarily carry out “cultural diplomacy” with the aim of conveying the truth about Ukraine and the war in Ukraine, and more broadly — explaining and understanding what Ukraine and its culture actually are, what is its self-sufficiency and diversity, how this energy was manifested at different historical stages despite mostly unfavorable socio-political contexts.