THE ROLE OF THE MASS MEDIA AND COMMUNICATION IN THE FORMATION OF MANAGEMENT OF ACADEMIC MUSIC IN UKRAINE

Abstract

An overview of publications related to selected topics is given. The role of the media in the management of academic music has been examined through the prism of key cultural industries that deal with the industrial production and distribution of texts (broadcasting, print, and the Internet). Their direct communication is described thanks to the only specialized magazine «Music» in Ukraine, national radio and television channel «Culture» and their placement on social networks. It has been determined that the media and communication play a special role of the image-maker and lobbyist in the formation of the management of academic musical art in Ukraine, that is, it is an effective means of PR and promotion of a high cultural product.