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<article article-type="research-article" dtd-version="1.2" xml:lang="ru" xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink"><front><journal-meta><journal-id journal-id-type="issn">2408-9346</journal-id><journal-title-group><journal-title>Research result. Business and Service Technologies</journal-title></journal-title-group><issn pub-type="epub">2408-9346</issn></journal-meta><article-meta><article-id pub-id-type="publisher-id">4022</article-id><article-categories><subj-group subj-group-type="heading"><subject>Global economic trends and challenges in the modern world</subject></subj-group></article-categories><title-group><article-title>&lt;strong&gt;Russia between East and West: On the Search for Cultural Originality&lt;/strong&gt;</article-title><trans-title-group xml:lang="en"><trans-title>&lt;strong&gt;Russia between East and West: On the Search for Cultural Originality&lt;/strong&gt;</trans-title></trans-title-group></title-group><contrib-group><contrib contrib-type="author"><name-alternatives><name xml:lang="ru"><surname>Slinkova</surname><given-names>Olga Konstantinovna</given-names></name><name xml:lang="en"><surname>Slinkova</surname><given-names>Olga Konstantinovna</given-names></name></name-alternatives><email>slinkova@bsu.edu.ru</email><xref ref-type="aff" rid="aff1" /></contrib><contrib contrib-type="author"><name-alternatives><name xml:lang="ru"><surname>Slinkov</surname><given-names>Anatoly Mikhailovich</given-names></name><name xml:lang="en"><surname>Slinkov</surname><given-names>Anatoly Mikhailovich</given-names></name></name-alternatives><email>st121175@mail.ru</email><xref ref-type="aff" rid="aff2" /></contrib></contrib-group><aff id="aff1"><institution>Belgorod State National Research University</institution></aff><aff id="aff2"><institution>Belgorod Institute of Education Development</institution></aff><pub-date pub-type="epub"><year>2025</year></pub-date><volume>11</volume><issue>4</issue><fpage>0</fpage><lpage>0</lpage><self-uri content-type="pdf" xlink:href="/media/business/2025/4/Бизнес_и_сервис-124-136.pdf" /><abstract xml:lang="ru"><p>The modern world is home to a diverse range of folk cultures, each reflecting the unique development of their respective ethnic groups and nations. The uniqueness of each culture is manifested in its centuries-old way of life, traditions, accepted patterns of behavior and interaction, and distinctive character traits and mentality. Today, with the rise of globalization and multiculturalism, the issue of preserving cultural identity has become a pressing issue. This challenge is particularly acute for countries with multi-ethnic populations, where the formation of a national identity, which ensures national cohesion, occurs under much more challenging conditions than in mono-ethnic countries. For Russia, this challenge is compounded by complex historical twists and turns, often disrupting traditional values ​​and ways of life. This leads to a constant search for one&amp;#39;s place in the world and a recognition of the cultural identity that ensures the sustainability of this place. This article highlights the key factors influencing the formation of cultural identity and examines their impact on the development of Russian self-awareness within a historical context. In the context of Russia&amp;#39;s &amp;quot;borderline&amp;quot; geopolitical position between Europe and Asia, the distinctiveness of Russian culture is examined from the perspective of the influence exerted on it by Eastern and Western cultures. To this end, key characteristics have been identified that allow for the dividing lines between Western and Eastern cultures: &amp;quot;individualism vs. collectivism,&amp;quot; &amp;quot;direct vs. indirect communication,&amp;quot; &amp;quot;rationalism vs. contemplation,&amp;quot; &amp;quot;mono-activity vs. reactivity,&amp;quot; and &amp;quot;recognition vs. minimization of status differences.&amp;quot; A comparative analysis conducted using these characteristics of Eastern and Western cultures allowed us to establish the absence of a clear affiliation of Russian culture with either Western or Eastern characteristics. It concludes that it is an independent phenomenon with its own unique and often contradictory features, which, to a certain extent, are the result of the interpenetration of Western and Eastern ways of life.</p></abstract><trans-abstract xml:lang="en"><p>The modern world is home to a diverse range of folk cultures, each reflecting the unique development of their respective ethnic groups and nations. The uniqueness of each culture is manifested in its centuries-old way of life, traditions, accepted patterns of behavior and interaction, and distinctive character traits and mentality. Today, with the rise of globalization and multiculturalism, the issue of preserving cultural identity has become a pressing issue. This challenge is particularly acute for countries with multi-ethnic populations, where the formation of a national identity, which ensures national cohesion, occurs under much more challenging conditions than in mono-ethnic countries. For Russia, this challenge is compounded by complex historical twists and turns, often disrupting traditional values ​​and ways of life. This leads to a constant search for one&amp;#39;s place in the world and a recognition of the cultural identity that ensures the sustainability of this place. This article highlights the key factors influencing the formation of cultural identity and examines their impact on the development of Russian self-awareness within a historical context. In the context of Russia&amp;#39;s &amp;quot;borderline&amp;quot; geopolitical position between Europe and Asia, the distinctiveness of Russian culture is examined from the perspective of the influence exerted on it by Eastern and Western cultures. To this end, key characteristics have been identified that allow for the dividing lines between Western and Eastern cultures: &amp;quot;individualism vs. collectivism,&amp;quot; &amp;quot;direct vs. indirect communication,&amp;quot; &amp;quot;rationalism vs. contemplation,&amp;quot; &amp;quot;mono-activity vs. reactivity,&amp;quot; and &amp;quot;recognition vs. minimization of status differences.&amp;quot; A comparative analysis conducted using these characteristics of Eastern and Western cultures allowed us to establish the absence of a clear affiliation of Russian culture with either Western or Eastern characteristics. It concludes that it is an independent phenomenon with its own unique and often contradictory features, which, to a certain extent, are the result of the interpenetration of Western and Eastern ways of life.</p></trans-abstract><kwd-group xml:lang="ru"><kwd>Russia</kwd><kwd>cultural distinctiveness</kwd><kwd>national identity</kwd><kwd>Western culture</kwd><kwd>Eastern culture</kwd></kwd-group><kwd-group xml:lang="en"><kwd>Russia</kwd><kwd>cultural distinctiveness</kwd><kwd>national identity</kwd><kwd>Western culture</kwd><kwd>Eastern culture</kwd></kwd-group></article-meta></front><back><ref-list><title>Список литературы</title><ref id="B1"><mixed-citation>Berdyaev, N. (2008), Russian Idea, St. Petersburg, Azbuka-Classic Publishing House, 317 p. (In Russ.).</mixed-citation></ref><ref id="B2"><mixed-citation>Berger, P.L. (2020), Rethinking Religion: The Sacred in the Modern World, Cambridge, Harvard University Press.</mixed-citation></ref><ref id="B3"><mixed-citation>Dubrovskaya, O.G. 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