The article deals with the problem of actualization the potential of the museum in a globalized society. Modern communication paradigm is considered in the context of providing the possibility of direct involvement of all participants to communication process. Modern social needs lead to social change of the museum mission towards effective cooperation with society. Communicative space of museum in modern conditions is characterized by availability and the possibility of cultural values transmission in the virtual space.
Based on modern scientific understanding of a museum role in contemporary social and cultural conditions, a new vision of museum communication is formulated. It is aiming at overcoming cultural and historical distance, establishing connections between the past, present and future, which lead to the revision of the museum traditional structure. The museum cannot be limited solely to passing scientific knowledge to its visitors. It is also necessary to consider motives and emotional requirements of the audience. By selecting the exhibits, extracting them from their cultural-historical environment, preserving and systematizing them, a museum becomes a specific channel of cultural-historical communication. Social value of a museum exhibit is determined by its historical-cultural context which shapes attitudes to the subject, as well as to a specific phenomenon or process associated with it.
Allocated and summarizes the factors that define new approaches and forms of interaction museum with the public, providing a broad introduction of modern information and communication technologies, modernization of content exposition, expanding the range and improving the quality of museum services.
It was found the potential of communicative approach implementation in museology and museum design, which makes it possible to introduce new technologies of interpretation and perception of exposition by individuals, introducing new media in the practice of the museum. New media and social networks form a wide range of museum communication instruments.
The vision of the museum as a social and cultural institution in modern conditions is complemented by understanding of its active role in social and cultural development of community. Exhibitions and other museum activities can become a tool for better understanding of today’s world and meet the needs of people at present.
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