SENSORY MODES IN THE FORMATION OF NATIONAL IDENTITY: THE POTENTIAL OF CREATIVE INDUSTRIES

Abstract

The article examines the role of sensory modes in the formation of national identity amid cultural turbulence and information fragmentation. Particular attention is given to auditory, visual-color, and olfactory qualia employed in creative industries and branding as tools of symbolic influence that can structure collective memory, strengthen emotional cohesion, and support patriotic narratives. Sensory modes are considered not only as elements of aesthetic design but also as communicative markers that facilitate the identification and representation of the ‘Ukrainian’ image in the media space. The object of the study is the sensory component of media communication within the context of state-building processes, while the subject focuses on sound, visual, and olfactory modes as factors reflecting patriotic affects in branding and communication strategies.The methodological framework combines cultural, cognitive-psychological, and media-analytical approaches.The study employs visual-semiotic and intertextual analyses of media content, interprets results from an online survey, and incorporates data from neuropsychological research on the impact of sensory stimuli on the affective sphere. It was found that auditory, visual-color, and olfactory elements can activate symbolic codes of belonging, evoke collective emotions, and form stable identity guidelines.The results indicate the emergence of fundamental sensory associations related to national identity, opening up new prospects for a deeper scientific understanding of emotional mechanisms within state-building discourse.Combined with international experience in sensory policy, these findings may serve as a foundation for developing a coherent and strategically grounded national sensory strategy for Ukraine.