Traditional Cultural Values and New Femininity in Modern Bashkir Cinema

The subject of research is a cinematic piece filmed in the Republic of Bashkortostan — Etegen by the Bashkir director A. Yumagulov. The author of the article performs a semiotic and hermeneutic analysis of the cinema text and highlights the cultural values and symbols similar to universal ones and those different and specific. The semiotic analysis reveals the structure of the film, the meaning of its structural units, and the archetypal constructions within the media text. The hermeneutical analysis shows the socio-political conditions in which the film was created, the peculiarities of the interpretation of the media text, and its relations with other cultural texts. The scientific novelty of the research consists in the systematic, comprehensive study of the Bashkir cinema in comparison with the samples of the world artistic culture and in the identification of the key features of an individual film, which has not been a subject to detailed scientific study before. The cinematic media text created by the Bashkortostan-born director refers to Bashkir mythology, which is in line with global cultural motifs. The author of the article discovers the presence of Jungian archetypes in the film, as well as the elements of the archaic views of the Bashkirs and the characters of the ancient Turkic folklore. Particularly pronounced are the details important for the life of the Bashkirs or their folklore. The analysis performed reveals in the media text the features of a new femininity, characteristic of today.