THE ROLE OF MUSEUMS AND CULTURAL INSTITUTIONS IN PRESERVING AND PROMOTING CULTURAL HERITAGE IN THE DIGITAL AGE

Abstract

The article examines contemporary practices of cultural heritage preservation by museums and cultural institutions in the context of digital transformation. The purpose of the study is to substantiate the role of museums and cultural institutions as key centers of preservation, representation, and public actualization of both tangible and intangible heritage, taking into account the impact of technological innovations and socio-cultural transformations. The methodological framework of the research is based on an interdisciplinary approach that integrates cultural, museological, and communication analysis with the application of comparative, systemic, and content analysis methods.
The obtained scientific results indicate that the modern paradigm of cultural heritage preservation is shifting from a model of static artifact conservation to a concept of processual preservation of meanings, within which museums perform the role of mediators between historical memory and modernity. It is argued that digital technologies (virtual and augmented reality, three-dimensional modeling, virtual repositories) significantly expand access to heritage and create a qualitatively new model of museum experience. The study reveals the risks of decontextualization and commodification of cultural practices, which emphasize the need for ethical curatorship and active community involvement. It is proved that effective heritage preservation requires the creation of partnership ecosystems among cultural institutions, research centers, and IT platforms. The practical significance of the study lies in identifying innovative models of integrating digital technologies into museum practice that can be implemented for the creation of virtual exhibitions, artistic projects, and systems for monitoring cultural activity. The results have applied potential for shaping national strategies for cultural heritage digitalization. Prospects for further research are associated with developing mechanisms of ethical governance of cultural data and exploring the potential use of artificial intelligence and blockchain technologies in the processes of documentation, repatriation, and protection of cultural heritage.