Media Projects as a Culture-Saving Communication Technology

Abstract

The role of media projects in the modern world is growing. Today they are used in various spheres of activity of subjects of sociocultural communication. Theaters and museums, striving to remain a living part of society, are increasingly using media projects, providing their visitors with the opportunity to interact with the cultural achievements of the present and past.The article considers media projects as a promising communication technology in the development of cultural institutions. The article describes the transformation of the museum and theatrical space organization, the trend towards the growth of interactivity as a form of open dialogue between the visitor and the cultural institution. The author defines the concept of “media project in the field of art”. Museums and theaters today are participants in the process of mediatization, they actively use digital communication technologies and new models of communication with the audience. There are considered examples of successful media projects using virtual and augmented reality technologies in Russian museums and theaters over the past few years, including in the context of the COVID-19 pandemic. The article focuses on the connection of cultural institutions with new media — both of them disseminate information content, seek to gain and retain the attention of the audience. There are described examples of new media that have a successful experience in the implementation of educational projects. The article also discusses culture-oriented media projects in the field of education, which contributes to the formation and strengthening of the cultural competence of a modern specialist in any field.There are formulated the problems that a cultural institution may face at the stages of planning and implementing a media project. The author comes to the conclusion that media projects help to attract a wide audience to a cultural institution and retain the interest of its regular visitors; and interactivity, gamification and high-quality design will bring media projects in the field of art to a qualitatively new level.