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DOI: 10.15862/41KLSK226 (https://doi.org/10.15862/41KLSK226)

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Ovchinnikova V.A. [Play strategies in the formation of cultural memory: citation practices in projects of the «SVOYASI» creative association] World of Science. Series: Sociology, Philology, Cultural Studies, 2026, Vol. 17, No. 2. Available at: https://sfk-mn.ru/PDF/41KLSK226.pdf (in Russian). DOI: 10.15862/41KLSK226

Play strategies in the formation of cultural memory: citation practices in projects of the «SVOYASI» creative association

Ovchinnikova Valentina Alekseevna
State Academic University for the Humanities, Moscow, Russia
E-mail: tinashtelder@yandex.ru
ORCID: https://orcid.org/0009-0004-9585-3782
RSCI: https://elibrary.ru/author_profile.asp?id=1260160

Abstract. This article examines citation practices in the projects of the «Svoyasi» creative association as a deliberate play strategy for preserving the national cultural code. The relevance of the research is conditioned by the need to rethink cultural heritage under the conditions of digital fragmentation of memory and the crisis of traditional narratives. The aim of the work is to identify and analyze the play strategies of citation through which the association’s artists and craftspeople actualize archaic techniques, as well as folklore and biblical themes.

The methodological foundation of the article rests on the theory of cultural memory (J. Assmann, A. Assmann), the anthropology of play (J. Huizinga), the concept of «postproduction» (N. Bourriaud), and N. Heidemann’s typology of artistic citation, which distinguishes six main strategies. The empirical material consists of «Svoyasi» exhibitions from 2023–2026, interviews with the curator, media materials, and works by the association’s members. Methods of visual citation analysis and structural-typological analysis of exhibition solutions were employed.

As a result of the study, three main types of engagement with cultural memory are identified: material-technological (citation of craft techniques, materials of folk everyday life, costume, and ornament), narrative (actualization of folklore, mythological, and biblical themes), and spatial-expository (organization of exhibition space as a reference to traditional dwelling and color symbolism). Using Heidemann’s operations, specific play strategies for transforming cultural tradition are described. It is shown that the viewer is drawn into the process of co-creation as an interpreter, whose cultural competence determines the depth of perception.

The conclusion is drawn that citation in «Svoyasi» projects serves as an instrument for the reactivation of cultural memory-transferring elements from the «archive» into the functional space of memory. The play strategy makes it possible to preserve the distance between the original and the citation, avoiding both passive copying and constructed tradition.

Keywords: cultural memory; anthropology of play; postproduction; contemporary art; cultural code; interpictoriality; citation

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