Groups of Festivities Most Exposed to Commercialization Processes: Opinions of Residents in Latgale and Pskov Region

Abstract

The paper is based on the survey (questionnaire and interviewing)
of residents in Latgale (south-eastern region of Latvia ñ the major
object of the research) and residents in Pskov region (part of the
north-western federal province of Russia ñ the minor object of the
research). The survey was conducted between January 2018 and
June 2019 with the aim of detecting the views of the local population
on contemporary festive culture and ongoing changes in this sphere.
The survey, which included 906 people, revealed that nowa-
days almost all groups of festivities are exposed to commercialization
processes. Adopted, state, calendar (traditional), and religious festivi-
ties are affected the most (in Latgale these festivities are Christmas,
Easter, LÓgo/J‚Úi, and St. Valentineís Day; in the Pskov region, they
are Easter and Christmas). Family festivities (birthdays, weddings,
and jubilees) are less affected. However, the materials show that
these indicators are increasing with time.
At the same time, the intensity of commercialization processes
differs significantly in both statistical regions, namely, in Latgale it
is significantly higher.
Residents of Latgale either become accustomed to the status
of consumers of festive products over time, or criticize the changes
that have occurred in the festive culture under the influence of com-
mercialization processes. As a result, they are increasingly thinking
about the need to preserve cultural and moral values in a modern
consumer society. In turn, the residents of the Pskov region who
participated in the survey over time observe the problem identified
in the research, although in most cases they still refrain from
commenting on this topic.