Lockdown as a Way to Establish New Cultural Traditions in the Context of the Festive and the Routine: Based on the Izoizolyacia Facebook Community

The article addresses the reasons and motives for people to engage into active social communication on the Internet in the conditions of a pandemic, by the example of the high-rated Izoizolyacia community on the Facebook social network, in particular. The phenomenon of cultural tradition is analysed through the prism of the binary opposition of "the festive the routine", which allows uncovering the underlying reasons for the establishment of new traditions and rituals. The author suggests considering creative communication in the Izoizolyacia community in the aspect of "the festive". In the process of creating a new virtual reality, due to active communication with a work of art, a new concept of routine is being developed, which is focused on digital virtual reality. The changeable digital space results in the disruption of traditions.