The image of the territory. Signs of identity

The article examines the problem of cultural identity of a person living on a specific territory, or so-called «regional identity», as a response to regionalization processes appearing at their turn as an answer to transnational cultural values' expansion. A sense of adhering to ancient and modern values and an understanding of cultural uniqueness form the basis for territory positioning on local and foreign markets and are important for intercultural communication in the context of globalization. To analyze the problem the author considers the following example: Ekaterinburg and Sverdlovsk region citizens' collective cultural identity development as a pedagogical task when implementing cultural and educational project «Northern Dialog» on one hand, and on the other hand as goods and services' promotional strategy element for small businesses in a sphere of art production. These two spheres are connected since they both search for visual signs that are understandable for the people lining in mid Urals as well as for the guests of the region and that contain the images representing cultural uniqueness of the territory that make the region attractive for investments in tourism, modern branches of production and service. Thus, for example, educational programs in art history leave out specific traits of Ural arts and culture, and especially the part that concerns the ancient history of the region. Ural art of the recent past as well as modern one usually are not included into educational programs. At school students study the history of Egyptian, Greek, American and Eastern cultures. Cultural specifics of the native region («small motherland») are unfamiliar and somewhat alien cultural tradition to a modern child. «Northern Dialog» project allowed its participants - art events organizers, children, teachers, artists and different specialists in cultural sphere - to get an interesting experience of developing a value attitude towards the culture of the Middle Urals. The learning of Ural mythology and acquaintance with the works of ancient and modern artists started with surprise and discovery of inconsistencies within oneself, and with the way one perceives the reality. It also started with debate with an alien tradition and with an attempt to find a compromise between mismatched world views. The project gave the children an opportunity to come in contact with the mysteries of the ancient past, with the mysteries of their own inner world as well as with specifics of modern cultural environment while creating one's own art object. As for the teachers, the project allowed them to look at the process of communication with their students at a different angle and also to share with colleagues their unique discoveries in a sphere of pedagogy of art as well as their experience of encouraging students' interest in native region's culture. Businesses that work in a sphere of traditional Ural art production face the necessity of purposeful cultural identity development. Traditional objects produced by stonecravers, potters and metal craftsmen gradually loose their practical functions. Right now it's not just tableware or utensils, but to a greater extent these objects represent the image of the territory: souvenirs, symbols of the region, luxury objects, museum objects. The demand for these objects is defined by the level of people's value attitudes towards cultural traditions of the region. Thus, developing cultural identity of people living in the Urals becomes a key element of art production objects promotion strategies. Therefore, an attractive image of the territory, it's cultural uniqueness becomes a motive for choosing where to go on vacation, where to live, a motive for investment in production development and social infrastructure. That is why the search for positive images and associations that form the basis of sign system of an authentic image of the Urals require an integrated effort from regional authorities, business, culture and education.

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