The integration of historicity and modernity in mass celebrations: the case of the Namangan international flower festival

Abstract

This article analyzes the interplay between historicity and modernity in mass celebrations from a cultural studies perspective, using the Namangan International Flower Festival as a case study. The study examines the interconnections among historical memory, national tradition, aesthetic expression, tourist experience, and digital communication. The cultural content of the festival is analyzed in relation to local flower-growing practices, urban memory, folk festivities, and the modern festival industry. As a result, a coherent model for integrating historical and cultural heritage into contemporary forms of mass communication is substantiated.