The Role of Cultural Industries in Modern Cultural Life of the Region (Based on the Example of N. D. Neustroev's Comedy “Tieteybit”)

Afanasev Nurgun Vyacheslavovich PhD in Philology Head of the Department of Folklore and Culture, Ammosov North-Western Federal University 677010, Russia, Republic of Sakha (Yakutia), Yakutsk, 123 Lermontov str., sq. 179 n.v.afanasev@mail.ru Other publications by this author

Titova Ul'yana Valer'evna Master's Degree, the department of Folklore and Culture, Ammosov North-Western Federal University 677000, Russia, respublika Sakha (yakutiya), g. Yakutsk, ul. Kulakovskogo, 41, of. 215 ulyana-ogonerova@mail.ru

The context of accelerating globalization, the possibility of preserving national culture is of particular importance. In Yakutia, through creative approaches to breathe new life into classical works, it is becoming an interesting separate niche of this industry today. It is necessary not only to preserve the historically established cultural heritage by preserving, but also, along with the requirements of modern society, to modernize according to the course of development of the region as a whole.

The XXI century - the age of globalization - dictates its own rules, and modernity requires a new type of generation: active, creative and bearing the core of national identity. Therefore, it is very important for the younger generation to develop and be well-read, to master languages perfectly, as well as to know the history of the development and formation of native culture and art.

Nikolai Denisovich Neustroev is one of the founders of Yakut literature. He was born (3) on December 15, 1895 in Bayagantaysky ulus of the Yakut region. Nikolai Denisovich is the first who turned to the genre form of comedy in Yakut drama. During his short life, he made a great contribution to the development of literature and drama by writing the famous Yakut comedies Kukaaki Kuluba (1920), Tieteybit (1925), Tar (1921), and Kuһaҕan tyyn (1927), which formed the basis of the repertoire sheet of the Sakha Drama Theater created in 1925, and are still loved and relevant among the population to this day. Thus, the comedy drama "The Evil Spirit" by N. D. Neustroev is the first play staged by the Sakha Theater on October 17, 1925 ^[3].

Currently, comedy dramas based on the productions of N. D. Neustroev are easily watched by viewers of any age. For the younger generation, these comedies generate and form an interest in native literature and folklore, a fact which shows that through history it is possible to comprehend the spiritual world of the ancestors, and to understand its language and culture.

According to the observation of the authors of the article, the productions of the comedy drama "Tieteybit" by the children's exemplary drama theater "Kustuk", the Tattinsky Folk Theater and the Sakha Academic Theater named after P. A. Oyunsky of the Republic of Sakha (Yakutia), are always perceived by the viewer easily, impressively and are sold out. For example, in the Sakha Academic Theater named after P. A. Oyunsky, the play "Tieteybit" is successfully performed almost every theatrical season. As the oldest actor of the Sakha Theater, Mikhail Semenov «…the performance «Tieteybit» always enjoys popular love and regularly gathers full houses, wherever the performance is presented » ^[2]. The relevance of this performance is due to the fact that in his work the author touches to this day on pressing problems of a social nature (alcoholism, gambling addiction, poverty) and moral problems of generations (the problem of fathers and children), relationships between people and sexual relations between a man and a woman.

In recent years, a great event in the development of spiritual culture and the cultural life of the region as a whole has been the innovations introduced by contemporaries in the productions of Yakut comedies based on the work of N. D. Neustroev. So, the Opera and Ballet Theater of the Republic of Sakha (Yakutia) in 2015 staged the first Yakut operetta in the form of a musical comedy "Tieteybit" ^[3]. It should also be noted that the Yakut musical comedy has appeared as a new genre on the Yakut opera stage.

Special attention should be paid to the film "Tieteybit", filmed by a group of specialists under the directorial direction of Roman Dorofeev based on the comedy of the same name by Nikolai Neustroev. The film was released in early 2020. It should be noted that the film is a success at the box office and in this, an important role was played by the introduction of the creative industry, i.e. a sound track with an unusual melody for a Yakut listener and a special rhythm in the style of "reggae" in the original performance of Yakut pop stars Vitaly Ochirov and KitJah. As we know, Yakutia is considered the third after Moscow and St. Petersburg, in terms of the number of films shot. According to the Unified Federal Automated Information System for Information about film screenings in cinemas, comedy "Tieteybit" collected 9.377.849 rubles, and this indicator is above average compared to others ^[1]. Creative industries, as you know, while remaining so non-standard, allow them to be always relevant. In addition to increasing interest in preserving their native culture, they can also add "new colors" from the side of innovative technologies. As the film's director, Roman Dorofeev notes, “Yakut film industry needs new people with original ideas, creative people who could convey the Yakut flavor so that Yakut humor could be understood in other languages” ^[4].

The use of the means of the creative industry in cinema, better conveys to modern viewers classical works of literature to maintain interest in history and culture, which can help us to immerse ourselves in the times of our ancestors. This shows that the creative industry’s different branches certainly have a huge potential in terms of preserving cultural heritage.

After the release of the film "Tieteybit" for hire, we conducted a sociological survey among the population of the republic. 87 respondents of different ages and activities took part in this survey. According to age categories, respondents were divided into 4 groups:

1. 15-25 years - 28.5%.

2. 26-45 years - 31.8% .

3. 46-60 years - 30.6%.

4. 60-80 years - 9.4%.

The first question, "Do you think the innovations introduced, for example, the adaptation of classical literature, encourage the younger generation to study the Yakut cultural heritage?”

Result :

YES - 85.7% of respondents;

NO - 9.5% of respondents;

Probably - 4.8% of the respondents.

Analyzing the results of the survey, we can conclude that the film industry in Yakutia has a huge potential and encourages the younger generation to know and study the cultural heritage. This encouragement can and should be implemented not only in the domestic market, but also beyond it in the international market.

The majority of respondents replied to the second question, "What is the relevance of the work of N.D. Neustroev “Tieteybit” for today?” that the work "Tieteybit" is universal and at all times all the vices and virtues of a person manifest themselves in the same way, therefore it remains relevant to this day. It should be noted that some respondents replied that the works of N.D.Neustroev represent the life of a Yakut village, and the author considers his problems from a special angle of humor, which in itself makes his works relevant at all times.

Thus, the comedy "Tieteybit" by N.D.Neustroeva in the XXI century became one of the main foundations of the formation of the creative industry of the region. The creative industry, of course, is not the only tool for the development of regional culture, but research results show that, if properly applied, they can play a powerful, highly effective role in the development of public life in the region. Consequently, the presentation of works of classics (Yakut literature) with the introduction of innovative technologies using clusters of creative industries is seen as promising in the modern world for the formation of sustainable interest of the younger generation and increased attention to native literature and culture. But, needless to say, it depends only on us how society will use this tool, for good or for harm. Therefore, it is very important and necessary from the very beginning to direct the innovations introduced by modernity in the right direction.