The Influence of Cultural Communication on Institutionalization: Libraries, Museums and Archives in Today's Media Space

The study analyzes the impact of cultural communication on the institutionalization of changes in library, archival and museum affairs in a digital society. Cultural communication is shown as a process of interaction between the subjects of socio-cultural reality in order to transmit or exchange messages. It is emphasized that the media, as an attribute of modern communication, is one of the means of constructing socio-cultural reality. Institutionalization is defined as the process of identifying and consolidating certain norms, rules, statuses and roles and bringing them into a system that is able to adapt to new conditions, challenges, progress and act to meet societal needs. Innovative technologies in the activities of libraries, archives and museums are analyzed. The role of social networks in advertising and information representation of information institutions is considered. The positive and negative sides of mediatization processes are shown. It has been proved that the media carry out one of the most important tasks of preserving and transmitting cultural values to the masses, and the indicator of the maturity of society is the attitude to the monuments of history and culture