Феномен естетичного у традиційному мистецтві та дизайні Йорданії

In recent years, the growing influence e of the Arab East on the world stag opens up new opportunities for intercultural dialogue and actualizes the problem of understanding the development of national cultures in Asia. Until the middle of the twentieth century. Jordan was one of the most backward regions of the Arab world. Relatively recently, being integrated into the Arabian revival movement, the country has overcome the path from the Middle Ages to the present, and the art of Jordan has begun to develop. The initial orientation towards the experience of Western European art gradually changed the vector of development into the traditions and canons of local art and crafts. The synthesis of traditions and innovations, the inclusion in the new structural connections of the classical themes and motives of the art of the Arabian East give the art of Jordan the features of regional identity, uniqueness and expressiveness. Today, modernist European influences are combined in the art of Jordan with the classical traditions of Arab-Muslim culture. At the same time, it is in the development of the artistic heritage of Arab culture, modern Jordanian designers see one of the main ways of development. Objectives. The objectives of this study are to broaden the understanding of Jordanian cultural and artistic development and to demonstrate the aesthetic foundations of modern country design; as well as to identify the main trends in contemporary design practice. Methods. In order to solve the set tasks, comprehensive and analytical methods as well as a method of art analysis were the basic ones. Historical, comparative and analytical methods have been applied when working with literary sources. The historical method has led to the identification of successive stages of the development of Jordan art and the latest design trends. The comparative method is used to reveal common and distinctive features between historical patterns and modern projects. An analytical method has allowed to create a clear system of classification division; the chronological method is used for the analysis and submission of the material in the chronological sequence; generalization and systematization methods are used for structuring information and classification of material Results. The results of the research support the idea that the cultural and artistic originality of Jordan (the Hashemite Kingdom of Jordan) is due to the dynamic change of representatives of various historical and cultural civilizations inhabiting the region in the pre-Islamic period. In the VII-VIII centuries Jordan became one of the centers of the medieval Arab-Muslim artistic culture formation, and the appearance of Islam in  the countries of the Caliphate led to the revision of the code as architectural and artistic values and general ideas of art. Being an iconoclastic religion, Islam has made a significant difference in the approach to art between Muslims and non-Muslims. This approach is defined as a rejection of the artistic representation and figurative embodiment of God, or of living beings in general, since any of their artistic expression undermines the meaning and essence of the Muslim faith. To this day, the beauty for Muslims is not an aesthetic image, but a stimulus for understanding the nature of God and the relation of man to him. Researchers distinguish three key factors that have influenced the formation of Islamic artistic style: 1). The Quran, whose verses stimulate consciousness and allow the reader to feel the presence of God (7, 95). 2). Approving the work of those who work on "the memory of Allah" (Quran 26: 227). The work of the artist is estimated from the point of view of "remembering" God in various materials - ceramics, metal, leather, textile industry or in architectural decoration. 3). Religious ban on the image of anthropomorphic or zoomorphic forms, due to the condemnation of worship of idols and figures. Abstract forms of Islamic art can be classified as floral, geometric and calligraphic. These forms are found in most samples of monumental (exterior and interior of architectural constructions) and decorative and applied arts (ceramics, ceramic tiles, carving on wood and leather, stucco, textiles). Under the influence of European tradition, the artistic culture of Jordan enriches with new forms of art, and the attraction to modern European life and lifestyle contributed to the revitalization of project activities identified in the spatial and graphic design areas. Artists and designers turn to Western practices in design and classical Arabic-Muslim culture, offering their own colorful, long-standing tradition. It is proved that the historically drawn attraction to the indexed abstract and sign expression of content in art is a key method for contemporary graphic design, and openness to dialogue with European cultural, artistic and design traditions forms the image of modern Jordanian design.Conclusions. We conclude that the aesthetic phenomenon for Muslims is not just a visual form, but a stimulus for understanding the nature of God and the relation of man to him. This philosophical and practical approach for centuries has been tested in the field of traditional art. At the same time, the modern design of Jordan, based on the unique experience of Islam-related cultural and artistic traditions, at the same time demonstrates the greatest openness among the Arab countries to understanding European artistic doctrines and their adaptation in the direction of solving modern design problems.