Lifestyle is a historical category that characterizes the real functioning life activities of people in the past, present and future. The way of life includes all forms of life activities of people, individuals, groups, societies. Currently, the concept of lifestyle is designed to reflect the degree of development of this society, the dynamics of living standards, and the harmonious development of the individual most comprehensively. The way of life of the vast majority of modern families is determined by the employment of spouses in public production. Various types of lifestyle development in the context of ethnocultural traditions are analyzed. Possible ways of using ethnocultural traditions of labour education and improving the domestic sphere of lifestyle of the modern family have been identified. It has been shown that for the vast majority of families, the problems caused by the well-known double industrial and family activities are relevant. One of the important problems in this aspect solved on a state scale is the improvement of the level of development and further specialization of the public service sector, the purpose of which is to meet the growing demands of the population in various forms of service, facilitate work, create better recreational conditions. However, although as a result of this important social objective, activities in the family may be minimized, the uneven burden in the domestic sphere may persist until the rational distribution of work among all family members becomes the norm of intra-family relations.

The article presents a multi-level structure of identification in the youth environment in an interdisciplinary manner. The search for identity is especially relevant for the younger generation, which does not have an established system of values, in connection with the crisis in the spiritual sphere of society and a certain ideological vacuum. The transformation of the sociocultural space has led to a crisis of identification certainty and blurred life strategies among modern youth. Ignoring the problems of sociocultural identification of young people will lead to negative consequences in the very near future. Therefore, it is necessary to lay the foundations of civic consciousness, critical thinking, adaptive flexibility, professional competence and responsibility in the younger generation. The formation of identity is closely related to the socialization of a person within the framework of certain sociocultural traditions. In a multi-level identification structure, many identities are simultaneously combined, some of which are basic, others are auxiliary. Taking into account the peculiarities of youth as a social group, the author considered socio-cultural identity, which includes ethnic, confessional, ethnocultural and civic identity. These types of identity are considered at the individual and group levels.

In the process of ethnographic studies of modernity, the main question arose regarding the social sphere, its entities and forms, which are defined as a social connection. The problems of public relations are considered by representatives of various research areas, primarily within the framework of sociological sciences. In addition, representatives of such scientific disciplines as pedagogy, psychology, psychiatry, who in the accelerating process of civilization of the modern world see a threat to a person who is becoming increasingly lonely, trace the role and importance of public relations in certain combinations of people in their research of current problems. This threat is compounded, in particular, by constant neuropsychiatric tension, haste, an excess of information, as well as depersonalization of public relations. The public relation represents an organized system of relations, institutions, means of public control that unites individuals, subgroups and other constituent elements of the combination, into integrity. Each combination must be internally organized and streamlined. Considering agrarian traditions in the context of the socio-cultural sphere, some of their theoretical aspects are clarified. It is shown that agrarian traditions act as a kind of phenomenon in the general system of folk culture.

In the course of development of surrounding reality by the person the results of this knowledge are always reflected and fixed in his consciousness where they take a form of skills, abilities, knowledge and also types of behaviour and communication. From the totality of these indicators, a certain model or a view of the world, is crystallized. Over the millennia of the mankind existence, many worldviews were created, and each of them had its own, unique vision of the surrounding reality and the specifics of its explanation. But only the scientific worldview is distinguished by the proper completeness of the idea of physical reality, because it includes the most important achievements of science, and thereby creates a certain understanding not only of the world itself, but also of the man`s place in it. This worldview is characterized by the ideas of general spheres, laws, levels and properties of reality, built into a holistic system. In its essence, the scientific worldview is a qualitative generalization of various scientific theories and their worldview synthesis, in other words, it represents a special form of knowledge systematization. Today, the worldview is a scientific ontology that not only studies the facets of existence, but also constantly stimulates the expansion of the cognition boundaries. In recent decades, due to the major changes in the information environment of society, the task of building an objective worldview has become especially important. In this sense, studies of the natural sciences, which precede ontological order ideas, and the integration of their results into the general model of reality, can contribute to the methodology of thinking for new interpretations of scientific discoveries and their adequate description.

The last decades have witnessed a growing interest in the contribution of pragmatism and non-verbal semiotics to the study of communication. Pragmatics rooted in philosophy, anthropology, sociology, explores language in social contexts, the ways in which people create and understand meanings through language. This branch of linguistics was developed in the 70s last century. The term pragmatics was invented in the 1930s by philosopher and psychologist C. Morris. According to his theory, signs do not refer to physical signs, but to the tone of voice and body language, i.e. movements, gestures, postures which often accompany speech. The application of semiotic concepts and methods in the field of cultural research today is the production and interpretation of meanings that are created through the deployment of the actions of objects that function as signs. The system of signs is made up of semantic relations that may exist between these signs. Such a relationship unfolds in space and time. The main attention in this work is paid to the consideration of the ways and means of expressing consent and disagreement in the language of the peoples of the countries of the Black Sea basin and the Balkan. A comparative typological study of the symbolic meaning of this expression in the non-verbal language of the people of Bulgaria and neighboring countries under the rule of the Ottoman Empire has been carried out.

Semiotics began as an academic study of the meaning of words (linguistics), switched to the study of the people`s behaviour (anthropology and psychology), then to the study of culture and society (philosophy and sociology), after which it switched to assisting in the analysis of cultural products. Semiotics has recently become a methodology for the study and analysis of national costumes, everyday clothes, food, consumer behaviour, etc. In the value picture of the world of a certain ethnos there are the most significant cultural and semantic dominants for it, defined in cultural studies as concepts. The main object of the study of semiotics of culture is the hierarchy of sign systems of both existing and historical culture, as well as the relations between these sign systems. The study of the cultural space is carried out through the study of ethnoculture, the main focus is on the consideration of semiotics of culture and ethnocultures of the Bulgarian and Macedonian peoples on the examples of national clothing, features of national cuisine, with a focus on their social significance and interrelationship.

In the course of cooperation between different countries, high-level institutions and organizations appear, in which the exchange of experience, the development of economic, scientific and technical cooperation, as well as measures to protect the sovereignty and coordination of the most important foreign policy aspirations of states are carried out. The need for cooperation has led to the creation of a wide network of specialized bodies for joint activities of specialists, including scientists. Social scientists from different countries usually cooperate on a bilateral basis. This is not accidental, since there are purely special problems, the solution of which presupposes the joint activity of societies of several countries. Global interaction in various fields of activity is developing before the eyes of all mankind. New traditions are being formed that contribute to the strengthening of ties between countries, of course, many problems arise. Sluggishness, national narrow-mindedness and sometimes an oversight in the development of fundamental forms of cooperation, and sometimes ignorance of interests, hinder the deployment of new progressive initiatives. The formation and interaction of ethnocultural traditions based on multinationality presuppose mutual concessions on the part of all participants. Hence the problem of territorial-spatial ties, that is, the relationship between subethnic, ethnic and super-ethnic in emerging cultural traditions.

The article is devoted to the study of the experience of the Kuldur resort in the formation of a special socio-cultural environment of the adjacent territory. The specificity of the cultural impact of the resort on the adjacent populated area has been investigated. Sources on the history of Far Eastern health resorts, balneology, materials of the Far Eastern press of the late 19th – early 20th centuries were collected, a number of archival documents were considered, allowing to draw up a comprehensive picture of the cultural influence on the territory. It was revealed that the Kuldur resort, which arose in the taiga, was initially in difficult conditions: remoteness from big cities, unfavorable climate, lack of attractions. The health resort was faced with the task of organizing a good rest for patients with cultural leisure. This task cannot be accomplished without trained personnel. Therefore, the young health resort, in addition to the general utilitarian function of improving the population, acted as an organizer of the cultural and educational environment for the population of the adjacent residential area. The resort passed this test and until 1991 was engaged in the organization of cultural programs for the population, much attention was paid to the aestheticization of the territory of the resort and settlement, work with personnel, scientific and educational activities, the development of the creative potential of the individual. Today shows that without a dynamic well-coordinated work with the staff and the population, the area itself and the resort fell into decay. It is concluded that the positive experience of the Kuldur resort can be applied in other resort areas of the Far East.