Development of Contemporary Russian Theater’s Communication Policy under New Institutional Conditions

Abstract

Goal: Developing a model of contemporary theater’s communication policy through identification of its capabilities and application polyphony under conditions of institutional changes for successful positioning in the competitive market of culture and arts. Research problem: New institutional conditions demand that theatrical organizations promote their projects more efficiently, yet the applied communication tools prevent theaters from implementing their management tasks in full. Research relevance. The management activity of social and cultural organizations is currently transforming into entrepreneurial activity, which requires organizations to use innovative management and search for new, unconventional managerial approaches to their communications with the external environment. Markets of cultural services are becoming business markets to an ever greater degree as organizations are turning into business entities; so developing a model of theatrical organization’s communication policy under market conditions makes it possible to improve its attractiveness, reputation and attendance. Research method. To solve the set task, authors proposed applying a comprehensive approach that includes traditional and special research methods. We classify the following as traditional methods: systemic, comparative and logical analysis; written and verbal surveys of theatrical patrons and partners to identify the most efficient communications. Special methods include application of content analysis of online media, theaters’ websites and social media accounts, SWOT analysis to identify patrons’ preferences, and modeling. Research result is going to be the implementation of a comprehensive communication system in theater management, improving social, marketing and economic efficiency of theaters’ activity.