Virtual and global holiday: Competition in the space of national traditions

The purpose of the article is to analyse the prerequisites for the formation and main features of a virtual and global holiday. The research methodology is based on the principles of objectivity and impartiality and general scientific (analysis, synthesis, abstraction, generalisation) and special methods of scientific analysis, which were the result of an interdisciplinary synthesis of cultural studies, sociology, philosophy, art history. The scientific novelty is due to the attempt to conceptualise the concept of "global holiday", "virtual holiday" and to determine the factors that determine the transformation of the holiday culture. Conclusions. Recently, significant changes in the form of the holiday and the ways of its presentation in holiday traditions have become a leading trend that vividly reflects the main directions of civilizational transformations. The holiday as a socio-cultural phenomenon turned out to be surprisingly vulnerable to various socio-cultural changes characteristic of modern culture. The specifics of the relevant discourse and celebration are determined by historical and civilizational factors: achievements of scientific and technical progress, globalisation, spectacle, visualisation of culture, which leads, in particular, to changes in the culture of celebration. Virtual holidays as a kind of symbolic and compensatory mechanisms provide an opportunity to go beyond the bounds of uncertain everyday life. Global holidays, having lost their traditional, partly sacred or state-formal background, turn into a purely entertaining event, the main characteristic of which is spectacle and carnival (Christmas, Halloween)