Transformation of the museum's activities as a sociocultural institution in the digital age

The object of research in the article is the virtualization of the space of a modern museum as a new model of communicative culture. The interpretation of the museum as a center for storing historically significant relics - forms of cultural memory for the purpose of their presentation and research acquires a more voluminous content within the new paradigm, ensuring the influence of museum communications on the real cultural process. Based on the research of well-known domestic and foreign researchers the authors the authors conduct a cultural analysis of the modern museum's modification in the context of digitalization. The purpose of the article is to prove that, thanks to network technologies, the functional capabilities of the museum have significantly expanded, and it is increasingly transforming from a repository of artifacts of the past into an open, interactive space focused on dialogue with visitors, awakening their creative activity and intellectual potential. Network forms of electronic interaction have created real prospects for the renewal and development of diverse cultural practices and social relations. The research materials and methods are based on an interdisciplinary approach to studying the processes of transformation of the modern museum as a socio-cultural institution. The methodological framework includes the theory of museum communication and the theory of representation of cultural and historical memory (“memory studies”). The scientific novelty of the study is determined by the specificity of the scientific problem itself, which is related to the analysis of the transformation of the modern museum's activities and the methodology for solving it. The study highlights the issue of the virtualization of museum space as a factor in the representation and preservation of cultural memory, examines the modification of the museum as a unique model of communicative culture, identifies its new social functions in the context of the mediatization of society and the development of creative industries, and defines the system of mechanisms for influencing society and individuals. The authors argue that the museum's interaction with new media and its virtualization are transforming the museum space into a unique model of communicative culture, enhancing its status as an important social institution in the contemporary creative economy.

museum, socio-cultural institute, digital era, cultural and historical heritage, new media, digitalization, virtual museum, communicative culture, cultural dialogue, creative industry