Modern museum environment intensively passes the process of transformation in the context of global geopolitical, economic, social and cultural changes. It is impossible to forget that exactly museums are for today that perform the duty of forming of historical memory of the Ukrainian people and identities, promotes self-actualization of nation.
Museum is now regarded not only as a storage center of cultural heritage and cultural values. Accordingly, the museum collections serve as an attractive resource for historical and cultural, social and economic environment. Traditional for museums educational activity changes its shape and scale, active recreational function of the museum is examined. The question of how the audience perceives the museum as a whole, as well as various types of displays and forms of cultural and educational activities that expectations of museums in society is actualizes. We can see changing the role of the museums in contemporary society, including in matters of education of patriotism, tolerance and overcoming cultural, ethnic fragmentation, as each of us can contribute to this area and had a positive effect on this interaction. .
The purpose of this article is to define modern paradigm for the development of museums as main presenters of historical and cultural heritage, to review leading trends in European museums and to identify the main problems of museums collections interpretation. Great attention is paid to the analysis of negative tendencies in the development of cultural industry, dictated by the imperatives of market relations — the imposition of consumer’s culture on exhibits presentation, the necessary of adaptation the collection and its interpretation in accordance with the «primitive tastes» of the visitors. The role of the museum as an effective tool for formation openness of the society, its ability to integrate public to intellectual European and world community is also reviewed. Main results obtained through usage of intermediate and empirical levels of knowledge by application methods of observation, analysis, comparison, modeling of researched sources and simulation processed sources. This set of methods ensured the validity of results.
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