Regional identity: famous stories and new discourses

The significance of the theoretical study of regional identity for understanding the formation and functioning of regions is determined primarily by the fact that it is the cultural basis of the region, a tool for recreating specific collective sociality, sets the norm of anthropological imagination and is a product of collective memory. The identification process is interesting because it serves as a basis for studying the behavior of the masses of people and the person-person. Territoriality as one of the system-forming principles of identity has been studied for a long time within the framework of the sociology of space, but gradually the exhaustiveness of this topic began to grow, as sociologists began to give preference to the temporal structure of people's daily life rather than to the spatial one. The regional focus of cultural studies proves its heuristic potential for understanding large-scale phenomena and processes of regional identity research. Although this phenomenon often eludes traditional methods of scientific analysis, the concept of "identity" continues to be conceptualized through new discourses in science, often intersubject. The article analyzes the principles of studying regional identity from the perspective of complementarity of ontological and constructivist approaches, as well as modern theories of "social engineering" and quasi-Corporation as a multi-project practice of promoting unique socio-cultural characteristics of regions. Looking at the region as a quasi-Corporation suggests that the region has certain similarities with a large corporate structure that implements its own socio-cultural projects, pursues its own economic interests, and has unique competitive advantages. This approach allows us to consider the region in a broader context of interaction and mutual influence of the internal environment of the region and the world society, the global world. Within the framework of the" project approach", regional identity is understood in terms of "region-building", "network concept", "reterritorialization", "decentralization", "new regionalism", etc. The constructed regional identity becomes an instrument of socio-political mobilization of the population, a kind of "social engineering". The task of "reconciliation" of discourses is implemented by a cultural approach based on the principles of complementarity of seemingly oppositional paradigms. The culturological approach allows us to consider identity and regional identity, in particular, as a cultureworking part of the human essence, subject to evolutionary structural-functional, essential, genus-species, activity, etc. changes depending on cultural epochs and times.

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