PROMOTION OF CULTURE IN THE DIGITAL ERA : BETWEEN EDUCATION AND ACCESSIBILITY

Abstract

The purpose of the article is to analyze the features of the popularization of culture in the digital age with emphasis on the audience's needs for enlightenment and accessibility.
The research methodology is based on the interdisciplinary synthesis of cultural studies, management, information communications, marketing and other sciences. Therefore, special approaches within these disciplines were used, as well as general scientific methods (generalization, comparison, analysis and synthesis, etc.) and principles of
knowledge (reliability of results, impartiality, etc.).
Scientific novelty consists in drawing attention to the need for significant changes in the popularization of culture in the digital age, which are provoked by changes in the needs of the audience.
Conclusions. Digital reality and democratic trends have significantly changed the understanding of accessibility, actualizing its importance for the popularization and implementation of the educational mission of culture, in particular with the help of digital content. Content marketers need to find a reasonable balance between the audience, economic benefit and social mission of culture, adapt to its understanding, values and vision of the future. Therefore, the need for the production of meaningful digital cultural content with an orientation not only on informing, but also on communication is becoming urgent.
It is implied that every digital communicative action must have value, hold attention and cause a specific reaction in the audience to which it is directed: feedback, engagement, accessibility and enlightenment will be desired.