PROJECT ACTIVITY OF THE CULTURAL INDUSTRY: NEW SOCIOLOGICAL APPROACHES

Abstract

The project activity of the cultural industry can be considered as an integrative indicator of the entire social system, capable of controlling individual subsystems, such as financial, behavioral and semantic ones. The cultural system, which serves as an intermediary in the structure of the social system, is easily transferred from one subsystem to another, and with the help of training and socialization – from one personality system to another. The symbolic nature of culture gives it the ability to control other systems of action. The application of the modeling method within the framework of the sociological approach to the Russian cultural industry allows us to form a general model of the cultural industry. The use of tools of sociological analysis of the audience to understand its needs and cultural values helps to build correlations with both the production of a cultural product and its implementation. At the same time, the survey of the target audience should not be of an evaluative nature, but should proceed from the analysis of problems of concern to consumers of culture, as well as assistance in solving them by modern cultural institutions. The study of the target audience by means of sociological analysis will modernize the activities of cultural organizations, make it more effective, help both in the preparation of individual projects and in the process of ongoing activities.