Abstract: This article addresses topical issues of the correlation between language and culture, a central problem in modern humanitarian research, due to increased attention to national culture as a means of spiritual development and societal transformation. The features of the modern holiday as a socio-cultural reality of the 21st century are considered; the increased attention to festive culture is emphasized, the activation of the processes of changing its style is noted; the tendencies towards the revival of ethnic traditions and the archaization of modern culture are revealed; the thesis about the multifunctionality of the holiday from the standpoint of historical, representative, moral and value content and personal aspect is substantiated. The research material was based on texts published on the official regional websites of Kabardino-Balkaria, whose festive calendar includes three ethnic holidays: September 1 is the Day of Statehood of the KBR, March 28 is the Day of the Revival of the Balkarian people, September 20 is the Day of the Adygs (Circassians). In the course of the work, the thesis is convincing that an ethnic holiday in the republic is a special modern event, the purpose of which is predetermined by the affirmation of the values and preferences of peoples, the restoration of once–forgotten historical life episodes or traditional meanings, immersion in cultural heritage and understanding its values through the prism of the present, which helps modern people to preserve their ethnic identity. identity. The analysis of congratulatory texts allows us to conclude that official congratulatory texts represent key social and cultural values that are significant for modernity, affirm the dominant conceptual ideas of society, reveal the value of the festive word in consolidating and integrating processes that form an ethnic mentality among people, affirming modern moral guidelines, continuous connection and continuity.
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