The dissertation research is devoted to the problem of festivation of cultural creativity as the actual dynamic form of modern holiday culture in the projection ofglobalization and alterglobalization processes. The study substantiates the transgressive nature of the nowadays holidays in the direction of the festivation, by involving borrowed cultural industries as endorsing practices that in the globalization model as the dominant can be used outside their own cultural context. The process of holiday and festivation development is conceptualized in the context of "classical – non-classical" paradigms and "popular" culture (Seabrook).
It is stated that the festivation as a dynamic model of the modern holiday appears as a non-classical model of holiday culture against the background of transgressive practices of holiday presentations. Understanding the festivation in the context of "desacralization" of traditional holiday practices is due primarily to the globalization of culture as a fact of generalization of traditions, unification of tastes, feelings, social mentality and more. At the same time, the period of globalization, marked by the loss of a specific place, tends to articulate the problems of localization, which today becomes a requirement to rethink the space itself in the understanding of culture. Thus, the phenomenon of festivation acquires theoretical targeting, which does not exclude the identity that is formed within one
or another communicative unity, while appearing as a project of alterglobalism.
The study implemented the explication of the concepts "festivation", "hyperfestivity", "Homo festive" (person who celebrates), "aristocrat" as meaningful new conceptual phrases, categorical innovations and approaches to the subject of study within the cultural paradigm. At the same time, in the process of research their cognitive-creative potential was applied for the purpose of categorization, conceptual comprehension and theoretical analysis of the festivation of cultural creativity as globalization and alterglobalization models.
The study of festivation involves clarifying the personalized subject of even total globalization, which is "Homo festive", agent, actor, aristocrat, because the
action of globalization or alterglobalization intentions is always personalized and focused on the unity of consumption and production of information.
It is substantiated that the festivation is a kind of commercial project, realizing the process of total "celebration" of reality, especially in the formats of performative action, forms the axiological space of modern society, where the creative component is replaced by ideological, economic, political, which provides it with high vitality. It was found that the formation of hyperfestive ideology, a kind of celebration of life, where mass culture becomes the main cultural form, corresponding to the economy of consumption and demonstrates what in the 1970s in relation to Western society was characterized by Philip Slater as the birth of "new consciousness" – proceeds from the project of the economy of prosperity. The French philosopher Louis Althusser intends the perception of ideology not only on a set of ideas, but also on material practices, where certain rituals and customs force us to adhere to the social order, which is characterized by great inequality in the distribution of wealth, status and power.
