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| 1 | World identity crisis has attacked Russia with all its strength. In the conditions of globalization and world integration modern Russians are losing their social identities struggling with demonstration of their belonging to sustainable social groups. The formulated problem as well as the substantial question of patriotic education and the meaning of the “patriotism” notion can be solved by means of visual components of traditional culture used in formation and development of rites and rituals in modern society. The given point is confirmed by the analysis of visual components of Epiphany bathing, “St. George ribbon” action, “Immortal Regiment” project, Pancake week festivities and other traditions being formed nowadays. Keywords: world identity crisis, self-identification, social identities, traditional culture, patriotic education, epiphany bathing, traditions and rites | 1023 | ||||