Abstract
The process of transformation of communicative practices of interpretation and popularization of cultural heritage in the framework of the accelerating dissemination and integration of digital technologies in all spheres of human activity is considered. The rhizomorphism of modern digital culture is analyzed, which inevitably aff ects the nature of the representation of monuments in virtual space. It is hypothesized that, despite the variety of approaches presented for creating digital avatars of cultural institutions and cultural heritage objects in a virtual environment, none of the currently existing solutions for Saint-Petersburg makes it possible to represent a cultural heritage object in the context of its retrospective visualization and connection with other culturally signifi cant objects, such as events and personalities. Conceptual grounds are proposed for a deeper understanding of the cultural monument as a subject of representation. An attempt is made to comprehend the representative capabilities of digital instruments, moreover, the question of the need to develop a full-scale and multi-functional digital platform for representing cultural heritage sites is raised.
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