Summary. In the article the question of changes in the traditional rites of the South of Ukraine in 1950-1980-ies. Characterized feasibility study of the problem. Deals with a number of elements that were introduced in traditional festivals, customs and rituals. The influence of the Soviet ideological system on the consciousness and personality Ukrainian. The article shows the main points of the new rituals and their perception of the problem.

Key words: South Ukraine, USSR, ideology, rituals, everyday life, social life, culture.