Abstract
The paper examines the ethnographic museum as a cultural form, that is, an institution that responds to the challenges of the time, which allows us to adjust the mechanisms of presentation of ethnic culture in the conditions of transformation of this culture itself. A conceptual series is defined that characterizes innovations in the functioning of ethnic culture - neotraditionalism and performance. From the point of view of neo-traditionalism, the paper reveals the role of professional creativity in translating modern culture of such Ob peoples as Ugs, Khanty and Mansi, as well as the transformation of the ethnographic museum into an institution where the local community actively participates in the presentation of ethnocultural heritage is traced.
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