Implementation of communication elements in the work of a museum institution

Abstract

The article highlights the role and place of the museum in the modern socio-cultural space, considers the possibilities of implementing elements of communication on the example of museum institutions in Ukraine. The aim of the study is to analyze the introduction of elements of communication in the process of modernization in museum institutions and its impact on raising the level of the museum industry in the context of cultural and educational activities of museums. Several traditional general scientific complexes (determinacy, representation, unity of opposites) and methods (analysis and synthesis, systematic and structural, survey, content analysis, observation, statistics) are used to achieve the goal of the study in accordance with the museum activities.The authors presented the main communicative elements of the museum's activities: digitization (using IT technologies), innovations in personnel management, PR-technologies. It is determined that the main principle of modern museum communication is the principle of flexibility, i.e., the need for optimal connection of traditional and innovative elements of museum communication in the modern cultural development of society. The transfer of information in the museum space means that the exposition of the museum as a real model with the help of specific museum objects shows not only facts but also opinions, views and attitudes to them, all of which can influence the minds of visitors and create the necessary contextual judgments, for example, about the history of some event. The conclusions state that the implementation of communication elements in the Ukrainian museum space should have a clearly delineated character, defined goals, target audience and, of course, already prepared media content (articles, videos, audio materials, presentations)