Olonkho and the cultural memory of Sakha in a digitalized environment

In the modern information society, the development of technologies directly affects the sphere of cultural and social memory. In this regard, our task was to clarify the question of what tendencies can be observed in relation to traditional culture, which is a form of collective memory of one or another ethnos. In the article the author turns to the problem of the influence of the new media situation on olonkho and modern Yakut society. The key-thesis in the study of social (cultural) memory is the principle of mutual dependence of community's memory and its identity. Formation of identity is necessarily accompanied by manipulation with images of the past. In this context, one can explain the phenomenon of oblivion of olonkho and the subsequent revival of interest in it as a reflection of the ethnosocial situation in Russia and the world, including the trend of a new regionalism. Was analyzed a content two electronic projects-comics olonkho, acting in the modern information society as „places of memory“ phenomena that awaken memory and construct the past. Attempts to reproduce olonkho in a form such as electronic comics are a reflection of the processes taking place in the modern information society - simplification of the processes of people's participation in the formation of a common cultural process, the „socialization“ of time. Full narratives largely leave the practice of oral communication, giving way to more or less fragmented texts-signals. It should be noted that the comic book about the olonkho visually similar the comics about the superheroes, which are the product of the Western mass culture, which became available to the Yakut society in the post-Soviet period. At the same time, the appeal to ethnic motives, folklore and folk legends is primarily caused by the desire to play out the ethnic map. The main difference introduced by, such a form of giving olonkho is that the chronotope of the narrative changes. Comics do not exist in time, they exist in space. It should be noted else that an information is concentrated in ready-made visual images. Thus, there is an opportunity for a quick and individualized appeal to ethnic identity. At the same time, due to the given limitations of visual images, the possibility of the reader's creative participation changes. Formation of ethnic identification in this case is carried out by means of managing impressions that problematize ethnicity and form a new ethnic narrative, introducing elements of modern mass culture into it.

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