Digitalization of the cultural institutions as a tool of promotion of the cultural products (on the example of Mykolaiv)

This article reveals the phenomenon of digitalization that fundamentally changes all social spheres, including the cultural one. Currently, there is a tendency that the cultural practices of the population are digitized to a greater extent than cultural institutions. Cultural institutions are not prepared for modernization in institutional, moral and technical ways. Creative industries demonstrate the greatest adaptation to modern conditions. At the same time, their experience is adopted by the most progressive leaders of state and communal cultural institutions by organizing special substructures that are engaged in fundraising. In general, the challenges for the modernization of the cultural industry in small cities provoke the following factors: lack of government support regarding the strategy for the development of culture and cultural institutions; lack of people’s need for public cultural leisure; lack of stimulation for innovations of cultural institutions; outdated material and technical base. Under lockdown conditions, the above factors have been supplemented by changes in the patterns of people’s cultural behavior, such as home viewing habits and conspicuous consumption of culture. The problem is this new audience has formed the expectations regarding the consumption of art which they demand from cultural actors. The conducted comprehensive study of the practices, expectations and needs of consumers and producers of culture can be used to establish communication between all actors of the cultural industry. This process is extremely important for forming a common vision of cultural modernization especially in regional cities of the country.