Yes-tradition and no-tradition in the reproduction of cultural forms and cultural identity in conditions of globalization

The article is devoted to the problem of preserving cultural forms that ensure the reproduction of cultural identity in the conditions of globalization tendencies towards unification and innovation. The purpose of the article is to substantiate the role of yes-tradition and no-tradition as mechanisms of reproduction, transmission and actualization of socially significant cultural content and cultural identity. It is stated that in the era of globalization, the boundaries of cultures become plastic, intercultural interaction contributes to the emergence of «globalized» cultural forms (for example, the brand is among them) which are characterized by signs of cultural standardization. These forms blur cultural identity, threatening cultural security, and therefore meet resistance as a response, where no-tradition is manifested. The authors believe that the reproduction of the most significant cultural forms ensures the preservation of cultural identity. Yes-tradition is directly related to the broadcast of reproduction and preservation experience.