Abstract. The concept of collective memory, introduced by the French sociologist M.Halbwaks, a follower of the E.Durkheim school, began to be used in scientific literature in relation to various phenomena. The variability of the discourse of collective memory has led to many interpretations of it. This study examines the festive culture of Italy in the aspect of the transformation of historical knowledge. As a result of the widespread use of memory studies, as well as the segmentation of the concept of memory, various areas of use of the concepts of historical and collective memory have emerged, which can not only be opposed, but also complement each other, depending on the specifics of the phenomenon itself and the scope of its research. This article describes the relationship of different types of memory in relation to the festive culture of the Umbria region of Italy. An attempt is made to describe the specifics of the use of the concept of collective historical memory of a national holiday, which is based on an event of a historical nature, important for the identity of the local community. As an example, the category of folk historical holidays is chosen, for the description of which historical, event-based and communicative approaches are used.

Keywords: collective historical memory, typology of memory, festive culture of Italy, holiday.