Abstract
The article attempts to analyze the specific theoretical mechanism of tradition formation as emotionally colored conception of an object, which can occur spontaneously or purposefully under the influence of the media, advertising or promotion, forming a kind of myth with a certain system of coordinates. Tradition is analyzed as a link between old and new content that creates the appearance of continuity of existence of society. Tradition is seen as a modern view of the past. On this basis the reproduction of tradition is not the restoration of historical truth, and the process involving the formation of the image of the past is now aimed at the future, where the myth of the past to the fore the future. Tradition only repelled from the past and creates a virtual history. The formation of a new vision of the historical process, seen as a process involving the formation of traditions, which happens all the time, constantly meeting the changing interests of society. It reveals the mechanism of image formation, a sociocultural matrix specific event or object where the fore socio-cultural connotations. using a process involving the formation of traditions.
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