The rapid penetration of social media into all spheres of life dictates the need to shift research attention towards the interactions between social media and art. Global conditions of prevalence have made media communications a leading field for obtaining and representing information. The multimedia tools of modern media in the field of art allow for the continuous expansion of its audience. Consequently, there is a constant search for varied mediation technologies between cultural institutions and society. The aim of the study is to examine the phenomenon of social media as a condition for the representation of the artistic process. The methodological foundation of the research is based on the key concepts of media research pioneers G. M. McLuhan, N. Luhmann, R. Margreiter, and others, as well as the works of several domestic scholars (G. Tasbergenova, G. Begembetov, and others). The main tasks of the article include clarifying key concepts and their theoretical content, as well as analyzing the strategies and tactics of art management in the Astana Ballet theater in the context of the interaction between contemporary choreographic culture and social media. The scientific and practical significance of the research is justified by the need to study and master creative tools for promoting cultural products in the media field of the art industry and the informational mission of art management as a mediator between the author, the art product, and the recipient. In Kazakhstan’s modern media space, a certain experience has been accumulated in influencing society through regular communication about various events in artistic life. An analysis of the PR digital tools used by the Astana Ballet theater reveals their potential for image-building. In its early stages, the theater utilized traditional PR methods with minimal digital content. However, the pandemic amplified the marketing potential of social networks, and now a large part of Kazakhstan’s society turns to media content. The key conclusion is the necessity for the theater to be present not only in sources of information but also in places where like-minded people communicate. The value of this research on the role of social media in the context of contemporary choreographic theater is highlighted by the practical significance of modern art management tools, which open up opportunities for cultural events to influence Kazakh society.
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