VISUAL-TEXTUAL FORMS OF REPRESENTING FOLK ART IN REGIONAL JOURNALS OF TERNOPIL REGION

Abstract

The article examines the visual-textual forms of representing folk art in regional journals of the Ternopil Region. The relevance of the study stems from the insufficient scholarly attention to how regional media employ the combination of textual and visual materials to document, interpret, and promote traditional artistic practices, as well as the role of such publications in preserving local cultural heritage. An analysis of recent research on the history and typology of Ukrainian literary and art periodicals demonstrates the availability of studies on the structural and thematic specificities of artistic journals, yet reveals a lack of comprehensive investigations into the visual-textual strategies of representing folk art specifically in regional editions. The aim of the article is to classify the forms of presenting the folk artistic tradition in the printed periodicals of the Ternopil Region and to determine the specific features of how such materials function within the local media environment. The study systematizes materials from two periodicals – «Literary Ternopil» and «Gold Pectoral» – which represent different editorial models and readership orientations. Four forms of representing folk art are identified: the tradition situated within its ethnographic context; the individual creativity of artisans; artistic practices oriented toward external demand; and professionalized production models associated with institutionally organized workshops. The analysis demonstrates how, in each case, the integration of textual and visual materials ensures a coherent reconstruction of cultural meaning and supports the continuity of local artistic traditions. It is concluded that regional periodicals perform essential functions of documenting, interpreting, and promoting folk art, thereby shaping stable models of multimodal representation within the contemporary information environment