The level of civilization depends on science and art.

Henri Poincare

Vladimir Mitin

At one time, it seemed to many that in order to raise the efficiency of industrial production and strengthen the financial power of the country, it was only necessary to computerize the relevant organizations and create automated control systems. If possible, nationwide. Then came the understanding that the introduction of computer technology in itself does not solve many, many problems, since competent management is still needed. But now highly paid and highly qualified managers, financiers, auditors, etc. appeared, and industrial production in Russia as a result of their actions (or inaction?) fell more than during the Great Patriotic War.

In my opinion, part of the roots of the crises of the last seven years lie not in inept management, and even more so not in the insufficient level of computerization of the state, financial and industrial sectors, but rather in the moral character of many officials who care not so much about the interests of the state, but about their own. own or, at best, narrowly corporate. The moral image of the leader is closely, although not directly, related to his cultural level. Therefore, it is necessary to invest the available funds not only in raising the real sector of the economy, but also in raising the cultural level. As the younger generation, and already grown up. And now about the event that involuntarily prompted me to write these lines.

About six hundred participants from 25 cities of the world gathered the international specialized conference EVA'98 Moscow (“Electronic Images and Visual Arts”, Electronic Imaging & the Visual Arts), which was held on October 26 - 30 at the State Tretyakov Gallery (TG) and was organized by the British company Vasari Enterprises (www.vasari.co.uk./eva/) with the support of the Commission of the European Community, the Ministry of Culture of the Russian Federation, the Ministry of Science and Technology of the Russian Federation, the State Tretyakov Gallery, the Association for Documentation and Information Technologies (ADIT), the National Union of Manufacturers and distributors of CD-ROM and multimedia products and other organizations and associations.

Conference theme: “New information technologies in the field of culture. Cooperation between Russia and the European Union”. Over five working days, the audience was presented with about 70 reports, grouped into ten sections:

Strategic directions for the use of new information technologies in the field of culture;

The international cooperation;

ADIT and stages of formation of information network on national heritage;

Museum information projects;

Technological issues;

New information technologies and immovable cultural heritage;

Contemporary artists are a window to the world;

Toward a new Russia with new libraries;

multimedia and education;

New information technologies and information needs.

The full texts of these reports were published in the form of a hefty book (336 A4 pages) and posted on the Web site www.tretyakov.ru (to access them, you need to “click” on the State Tretyakov Gallery building and select the EVA’98 section). A colorful bilingual CD is also expected to be released.

Within the framework of the conference, a round table on international cooperation and an exhibition were organized, 40 participants of which showed a number of CDs prepared by major foreign museums, and 130 Russian CD-ROMs, one way or another related to culture, art or education.

It should be noted that EVA'98 is the first conference in Eastern Europe in a series of EVA conferences held for the seventh year in Western Europe as part of the EVA Cluster project supported by the Commission of the European Community. According to Leonid Kuibyshev, head of the multimedia technology department of the Center for Informatization of the Sphere of Culture of the Ministry of Culture of the Russian Federation (hereinafter referred to as the PIK Center), many unforeseen problems arose during its organization. So, for example, the coordination of visas for foreign participants had to be done in mid-September. Namely, at this time, foreign media described our crisis in a very threatening way. They phoned the organizing committee and asked if there were any more tanks on the street? Many foreigners were afraid of serious unrest, a repetition of the events of 1993, etc. When the situation stabilized in the second half of October, it was too late to apply for visas. As a result, instead of thirty foreign participants, only seven came to the exhibition.

In addition, the conference lost almost all financial sponsors, whose money hung in the so-called problem banks. Rescued firms that allocated their computers (in particular, Klondike, Compaq, Intel, Siemens Nixdorf), and the Tretyakov Gallery, which provided its halls.

Entrance to the conference was not limited, but not free either. Only people who were somehow connected with culture or interested in it were allowed in. “We would like to make this conference-exhibition a regular one. But this is not a cheap pleasure,” said Mr. Kuibyshev, on whose shoulders the main part of organizational problems fell.

How are new information technologies actually used in the sphere of culture?

Evgeny Kuzmin, Head of the Libraries and Information Department of the Ministry of Culture of the Russian Federation, in his report “Problems of Integration and Accessibility of Information Resources of Russian Libraries” noted that local area networks have been created in almost all central libraries of the constituent entities of the Russian Federation. In half of them, these networks combine from 30 to 40, and in Samara even more than 100 computers. More than half of regional libraries are connected to the Internet.

In addition to the resources of the World Wide Web, visitors to computerized reading rooms have access to numerous information, bibliographic and scientific CDs. So, for example, in the Russian State Library (RSL) there are over 600 CD-ROMs of 170 titles at the service of readers, in the State Public Scientific and Technical Library of Russia (SPNTB) - 500 CD-ROMs of 80 titles, in the All-Russian State Library for Foreign Literature (VGBIL ) - 100 databases on CD-ROM, etc.

More recently, the Russian Book Chamber, the Mir-Dialog company and the K.-G. Saur released the third edition of the Russian National Bibliography on CD-ROM, including 850,000 records of books published in the USSR and Russia from 1980 to 1996 and a database of dissertations (60,000 records).

In addition, every self-respecting library creates electronic catalogs of its collections. The Library of the Institute for Scientific Information in the Social Sciences has been the most successful in this (its electronic resources comprise more than 2 million records). The National Library of Russia (RNL) is on its heels. This is followed by the RSL and the State Public Scientific and Technical Library (more than 1 million records), 750 thousand electronic cards have been accumulated by the Central Scientific Agricultural Library (TsNSHL), 500 thousand - by the Library for Natural Sciences of the Russian Academy of Sciences, 400 thousand - by the State Central Scientific Medical Library, 150 thousand - VGBIL, etc.

According to Mr. Kuzmin, the presentation of all these resources on the Internet is on the agenda. The TSNSHB and the Scientific Library of Moscow State University, which have opened their electronic catalogs, have made the most progress here. The absolute leader is the State Public Scientific and Technical Library, on the server of which there is also the Consolidated Catalog of Scientific and Technical Literature, which reflects the funds of more than 400 libraries in the country.

So, with the electronic catalogs of library collections, despite the disunity of the work carried out in this direction, the situation is not so bad. Worse another. According to the specialists of the PIK Center of the RF Ministry of Culture, there are very few multimedia discs on culture, art and education, not only in computerized classrooms, but even in large libraries. This lack of demand discourages potential manufacturers from investing in CD-ROM development. Since the state is now not up to supporting culture, all hope is for private buyers and private educational institutions in which the children of wealthy parents study.

But there are problems here too. According to Andrey Zonenko (Rosineks), even before the crisis, the average level of effective demand of Russians for educational multimedia software was very low and did not allow producers to cover the costs. Therefore, over the past two years, only a few domestic publications devoted to culture and art have been published.

A completely different picture abroad. According to Dominique Delouis, marketing manager for French Museums on Line (www.museums-on-line.com), the global market for licensed art images will grow from $200 million in 1996 to $2 billion by 2005 So it is worth investing in the preservation of cultural heritage. Sooner or later, these investments will justify themselves even in purely commercial terms.

Culture and art is what distinguishes people from animals in the first place. Preserving and enhancing cultural heritage is the main task of any country and state. In the age of high-speed technologies and rapid changes, transformations are also taking place in this area: new directions are emerging, previously inaccessible ways to implement and embody art objects and historical values. New technologies in culture are actively developing, making acquaintance with the cultural and historical heritage accessible, understandable and easily perceived by any person.

Such changes do not always take root quickly, some of them are eliminated in the process, but the most successful ones remain and allow more and more fans to be involved in a particular genre or direction.

3D theater

Theatrical art has always had one big problem: limited space and difficulty with changing scenery during the performance. The change took place between acts, which limited the plot and required significant adaptation of the script for many classics.

3D technologies came to the rescue in this matter. The experiment started simultaneously in several reputable theaters of the world, but the initial idea arose at the Bolshoi Theater of Russia, which invited SIM and LIGHTCONVERSE companies to cooperate to develop special software. It took 6 years to prepare the project, as a result of which the Hardware and Software Complex for the Performance Visualization System (APKV) was obtained.

With its help, employees of the visualization department perform 3D modeling, the result of which is rendered scenery. This allows you to reduce the cost of preparing the performance, save the time required for rehearsals, and makes it possible to implement more productions within the framework of one performance.

interactive theater

Theatrical productions that create an interactive action are developing in the same direction. In Russia, this approach began with performances for children, the first of which was Alice in Wonderland by the St. Petersburg Opera, which showed that the emotions and impressions of the audience from what they saw surpass the classical production.

Interactive theater allows you to overlay a speaker system to geometrically distribute sound throughout the theater and interact with interactive sets and characters that complement the real cast. This helps to create missing special effects that are difficult to reproduce with classic technology, which provides an atmosphere of full-scale immersion in the action. Thus, the field of activity is greatly expanded, which makes it possible to implement new complex projects. Another indisputable advantage is the ease of storing such content, which does not require huge premises.

A small percentage of critics believe that the tumultuous show and fast-paced set changes distract viewers from acting, making it difficult to concentrate on the characters, but still, most experts and cultural figures find that technical innovations make the theater art more voluminous and attract new viewers.

Interactive performances represent the future of the stage genre, based on the use of high technologies and reducing material and human costs.

Books and literature

Previously, familiarization with the classics and bestsellers was considered an extremely calm and passive matter, so active people could not keep their attention on reading books. New technologies have made it possible to change the idea of ​​reading by providing readers with books with interactive elements.

This approach attracted a huge number of people to reading, especially the children's audience expanded. Interactive elements have become a great alternative to gadgets. They are rendered after reading their QR code and become visible in 2D.

The special benefit of literature of this format lies in the fact that such books help to bring both children and parents together, and each generation will find the most pleasant moments in reading.

The next step in modern literature borders on computer games: the reader becomes a direct participant in the events described in the work. Together with the main characters, you can participate in adventures, enhancing experiences and a sense of reality with the help of interactive materials.

To do this, objects are attached to the book that prove the reality of what is described: photographs of the main characters, movement patterns that are coming along the plot, drawings or models of iconic objects involved in the story.

In addition, in the course of the story, real phone numbers come across that you need to call in order to hear information that is important for the plot. Website addresses or QR codes are also indicated, links to which you need to go in order to follow the heroes and immerse yourself in the atmosphere of what is happening.

Reading such literature is very dynamic and suits even the most active people, because the process will definitely not be boring.

Movie

Cinema is one of the art forms that is currently most consumed by society. New motion picture technologies have long since left three-dimensional imaging behind, and attention is now focused on an entirely new approach.

Standard cinemas in the usual sense will soon become a thing of the past, and they will be replaced by movie parks. The first such project has already been launched in Yokohama (Japan). Orbi is a joint development between SEGA Corporation and BBC Earth content. At the moment, the cinema park is operating in an experimental mode. In it, visitors can take a multi-sensory journey through the world, during which 4 senses are involved: sight, touch, smell and sound.

In such cinemas there will not be a large dark hall with a screen. The entire surrounding space will turn into a virtual screen, and the broadcast image will be only part of the plot. Films of this format are something between a movie and a video game, they will be accompanied by tactile sensations, virtual and augmented reality.

At the moment, developments have gone even further: neurophysiologists are conducting research in the field of transmitting sensations directly into the brain of the viewer. This will be brought to life with the help of special software that will generate a full range of sensations directly in the nervous system.

This approach leaves filmmakers arguing about where the boundary of cinematic art ends and conventional video begins. There are skeptics who believe that cinemas will not resist the onslaught of new technologies and will give way to home cinema screenings, but most experts believe that the need for a massive emotional experience in people is ineradicable, so they will flock to cinemas to watch movie masterpieces.

Physical Culture

The formation of a personality culture is impossible without the development of physical culture. Ensuring the health and normal condition of one's body is one of the manifestations of a person's personal responsibility to himself and his descendants.

New technologies in physical culture imply, first of all, the formation of the correct perception of this discipline among the younger generation. Control over all bodily functions and responsibility for one's health should become central objects in this science.

Physical education implies a sufficient amount of theoretical material, which is often neglected in the program. But with the use of new information technologies, this gap can be filled, which is adopted not only by progressive sports centers, but by universities and even individual schools.

In order to quickly and effectively explain to the student the technique of performing certain movements or a set of exercises, computer technologies are now used. Often, athletes' biographies are presented in the same way and their best achievements are demonstrated. This makes classes not only more dynamic, but also more memorable.

New technologies and professional athletes did not bypass. Special complexes have been created with attached sensors that register impulses and electrical signals. Based on this data, the coach and the athlete can track the load, the correctness of the exercises or their elements, and the overall effect of the training.

Exhibitions

Cultural expositions and various exhibitions have received a new round of development thanks to the use of innovative proposals.

Over the past 5 years, a new format has appeared in the exhibition culture, which is gaining momentum very quickly - video mapping. It involves the use of image projections on any physical objects. With the help of video mapping, you can transform the space of rooms and objects, taking into account its shape and location.

This technology becomes the central mechanism of exhibitions due to the fact that it is an easily implemented show and presentation mechanism. The physical object on which the image will be rendered can be an object of any size: from a small layout to a huge surface of a multi-storey building.

Another technology that is actively used at cultural exhibitions is the system of augmented or extended reality. It is the result of introducing various amounts of sensory data into the field of view, which complement the existing image to form a more complete image. With the help of this mechanism, the virtual and the real are combined, and their interaction in real time becomes possible.

Excursions

Excursions have always been the main point of the tourist cultural program. Their transformation began a long time ago: audio guides began to displace tour guides with the advent of headphones. Change continues, and this area is evolving with the times.

Touch kiosks

New technologies in culture made it possible to make excursions without guides possible. To do this, sensory kiosks are installed in the halls of museums, which are a software package based on a computer equipped with a touch monitor. The touch kiosk contains graphic, text, audio, video, music and animation information, which can be accessed by every visitor of the museum.

Since the submitted information evokes a greater emotional response in a person under the influence of all types of perception, one can be sure that the data obtained during such an excursion will remain in memory for a long time. With the help of a diverse presentation, a person can more fully immerse himself in the world of culture and history. It is also convenient that foreign visitors can choose the language they need and get comprehensive information in any museum in the world, even if they do not speak the language of this country.

3D tours

Another format of excursions adopted in the field of culture is 3D tours and excursions. It will help those people who cannot visit the desired cultural site or city, but want to get an exhaustive idea about it. The virtual tour contains united spherical panoramas, which can smoothly and alternately replace each other. The virtual tourist can choose the direction of the route himself by controlling the field of view with the mouse. As a rule, auxiliary elements are added to the usual visual picture: pop-up windows with information, inscriptions, graphic control keys, etc.

Thanks to such excursions, you can visit most of the expositions of the most famous museums. In the same way, they make virtual walks through the most beautiful places in big cities. 3D tours have allowed millions of people who are not able to visit places of interest to them to visit these cities or museums.

One of the most important areas of application of information technology at this stage is the organizational culture. The level of use of information technologies and resources is the most important sign of the development of both the organization itself and its organizational culture. And the mastery of information technologies and access to information resources by a specific specialist is a measure of his value for the organization and inclusion in the organizational culture.

Information technology is a ready-to-use scientific and technical product obtained as a result of the joint work of mathematicians, programmers, economists, managers and other specialists, that is, representatives of different organizational cultures. Moreover, this product has a very high degree of universality, due to which interpenetration occurs through it. and cross-fertilization of different organizational cultures. As modern society develops, which sociologists define as post-industrial, these processes are only intensifying, respectively, turning society into informational. Such a transformation will require serious structural changes both in society as a whole and in its individual organizations.

While futurists are trying to predict what the information society will be like, below are some of the main directions in which information technology is being introduced into organizational culture.

First of all, let us define that Information Technology is a systematized set of methods, means and actions for working with information. The list of actions for working with information can be quite large: search, collection, processing, transformation, storage, display, presentation, transfer, etc. It should be noted that over the past four decades, the phrase information technology was most often used together with the word new or modern - the abbreviations NIT or SIT (New or Modern Information Technologies). First of all, this is due to the automation of the process of receiving, processing, storing and transmitting information using computers and telecommunications. The abbreviation KIT (Computer Information Technology) is also found in the literature.

One of the most important are methods, programs and technical devices for word processing - the so-called word processors(editors) and desktop publishing systems that allow you to perform all kinds of operations with texts in electronic form, and to automate the input of information and convert it into electronic form, scanning and character recognition systems, as well as speech text input systems, are used. Their main functions are the input and presentation of textual information, its storage, viewing and printing. An example of the most famous word processor is MS Word from the MS Office software package.

The need to create drawings, diagrams, graphs, charts and other graphic products led to the creation GPUs. These are specific software tools that allow you to create and convert graphic images. Commercial graphics information technology provides a graphical display of information from spreadsheets, databases or individual graphic files in the form of diagrams, graphs, histograms. Information technology illustrative graphics provide the ability to create illustrations for various documents. Information technologies of scientific graphics serve the tasks of cartography, presentation of scientific calculations. Especially effective is the use of graphic processors for preparing in the "on line" mode, that is, immediately, instantly a graphic image of various production, financial, commercial, social and other processes. This allows managers, also in the "on line" mode, to make management decisions, preventing significant losses of various resources.

The most important role in modern information processes is played by the group of information technologies for data processing.
Most of the public workflow is made up of tabular documents. Software complexes that implement the creation, storage, editing, processing and printing of spreadsheets are called spreadsheet processors. The spreadsheet processor allows you to solve such problems as budgetary and statistical calculations, forecasting in various areas, creating databases with convenient tools for working in them. An example of the most famous spreadsheet processor is MS Excel from the MS Office software package.

Database management systems (DBMS) designed to automate the procedures for creating, storing, processing and retrieving electronic data. The main functions of the DBMS are the creation, structuring, and organization of extracting data for various purposes and formats. Many existing economic, information and reference, banking, software systems are implemented using DBMS tools. An example of a DBMS is MS Access from the MS Office software package.

The next direction in applied software packages is associated with the preparation of special slides shown on a computer monitor to accompany all kinds of presentations. For such purposes, systems have been developed preparing presentations, an example is MS PowerPoint, also from the MS Office software package.

Statistical processing systems allow statistical calculations in various fields: sociology, economics, ecology, production, etc. An example is the SPSS package.

Financial and production programs, realizing calculations related to financial and production activities and accounting. Examples are the programs “Production”, “Warehouse”, “Shop”, “Transport”, “Accounting”, “Bank”, etc. from the 1C application package.

Hypertext technologies are ways of converting text from a linear form to a hierarchical form. The use of hypertext technology (compared to the presentation of information in a regular book) allows you to radically change the way you view and perceive information. So, when reading a text in a book, a person looks through it sequentially, page by page. And if in the process of reading, he met a term whose meaning was explained earlier, then in this case he will have to flip through the pages of the book in reverse order until we find the necessary definition of an incomprehensible term. The use of hypertext technology makes it possible to significantly simplify the work with text and find the desired definition in a matter of seconds. Currently, hypertext technology is widely used to build user assistance subsystems when working with interactive computer programs, as well as to build various reference books and encyclopedias.

dialogue programs. The essence of this technology is that a special program, when a person accesses it, asks him a counter question. Having received an answer (usually “yes” or “no”), the program analyzes the situation and either offers a final answer, or offers to clarify something again in an interactive mode, after which it offers a final answer. Such “question-answer” cycles can be repeated many times, eventually leading the person who applied to some rational answer. Dialogue technologies allow a person who is poorly familiar with a particular field of activity to quickly get the right answer.

An important place in the process of information technology integration is occupied by network information technologies. They represent a combination of technology for collecting, storing, transmitting and processing information on a computer with communications and telecommunications technology. With the advent of personal computers, local networks arose, which made it possible to increase the efficiency of the use of computer technology and improve the quality of information processing. They made it possible to raise the management of the production process to a qualitatively new level, to create new information and communication technologies. The combination of local computer networks and global networks has opened up access to the world's information resources. One of the most popular and promising network technologies is WWW technology, which is a distributed system of hypermedia documents, a distinctive feature of which, in addition to an attractive appearance, is the ability to organize cross-references to each other. This means the presence in the current document of a link that implements the transition to any document WWW (World Wide Web), which can be physically hosted on another computer on the network. Using a special WWW document viewer (browser), a web user can quickly follow links from one document to another, traveling through the World Wide Web.

The most common communication technology in computer networks has become e-mail - a computer technology for sending and processing information messages that provides operational communication between people. E-mail (E-mail)- a system for storing and forwarding messages between people who have access to a computer network. By means of e-mail, any information (text documents, images, digital data, sound recordings, etc.) can be transmitted over computer networks. It performs functions such as editing documents before transmission; their storage; forwarding of correspondence; checking and correcting errors that occur during transmission; issuance of confirmation of receipt of correspondence by the addressee; receiving and storing information; viewing received mail.

One of the network technologies for the exchange of information between people united by common interests is a teleconference.
teleconference- a network forum organized for discussion and exchange of news on a specific topic.
Teleconferencing allows you to publish messages of interest on special computers on the network. Messages can be read by connecting to a computer and choosing a topic for yourself. Further, if desired, you can reply to the author of the article or send your own message. Thus, a network discussion is organized, which is news in nature. The presence of audio and video equipment (microphone, digital video camera, etc.) connected to the computer allows you to organize computer audio and video conferencing.

One of the most important network technologies is distributed data processing. Personal computers are at work places; where information is generated and used. If they are connected by communication channels, then this makes it possible to distribute their resources over separate functional areas of activity and change the technology of data processing in the direction of decentralization. Advantages of distributed data processing: a large number of users interacting with each other, performing the functions of collecting, registering, storing, transmitting and issuing information; removal of peak loads from a centralized database by distributing the processing and storage of local databases on different computers; providing an information worker with access to the computing resources of a computer network; ensuring data exchange between remote users. The most complex systems connect to various information services and general purpose systems (news services, national and global information retrieval systems, databases and knowledge banks, etc.).

An extremely important technology implemented in computer networks is automated information retrieval technology. Using specialized tools - information retrieval systems, you can quickly find the information you are interested in in the world's information sources.

The global goal of the functioning of culture, art and the media (media) is not associated with the priority of the economic effect, but with the moral idea of ​​educating a spiritually rich and harmoniously developed personality. Focusing on such a goal, social institutions that organize cultural activities produce an artistic product to meet the corresponding needs of individuals, their social groups, society as a whole, it is a common truth that music, literature, painting, and theatrical creativity are enjoyed not only by individuals, who bought tickets for cultural performances, and not only the creators themselves, but all members of society. To improve the quality of life in a free market, all states in which art and culture are developed provide them with assistance and support, regardless of external benefits. Art is not only a public good, but also a commodity that is a national dignity.

The product of socially organized creative labor, for example, in the performing arts does not have a material form, is inseparable from the place of embodiment (production), and in combination with the conditions of consumption becomes a type of cultural service. Despite the predominantly collective nature of the consumption of cultural services, their purpose in terms of the method of transmission for the totality of individual consumers, the individual perception of the artistic product prevails.

Cultural institutions and individual artists are sellers of spiritual goods, both in the domestic and global markets. As producers of these goods, they become consumers of those material resources that are necessary for everyday creative activity.

Culture, thus, is woven into the fabric of market relations, along with such phenomena of the socio-cultural sphere as education, health care, physical culture and sports, and social security.

These socio-cultural (non-production) sub-sectors are assigned three articles in the Constitution of the Russian Federation. One of them (41st) says that "medical care in state and municipal health care institutions is provided to citizens free of charge at the expense of the relevant budget, insurance premiums, and other receipts."

Another article (43rd) guarantees everyone the right to education, as well as "general accessibility and free of charge preschool, basic general and secondary vocational education in state or municipal educational institutions and enterprises." Everyone has the right, on a competitive basis, to receive higher education free of charge in the aforementioned educational institutions and enterprises.

As for Article 44 on culture, in it the state guarantees each of us the freedom of "literary, artistic, scientific, technical and other types of creativity, teaching", as well as the protection of intellectual property by law. There is no mention of free. It only says: "Everyone has the right to participate in cultural life and use a cultural institution, to have access to cultural values."

The market for cultural values ​​is unpredictable, and only a flexible cultural policy, close attention to the changing needs of people provide an opportunity for business in culture to stay afloat.

The basis for highlighting the strategic goals of the State Department of Culture is the rights of citizens in the field of culture, art and information guaranteed by the Constitution of the Russian Federation, as well as the priorities of state policy in the field of culture related to the need to ensure these rights. A fundamentally new approach is needed to the choice of priorities for the development of the sphere of culture, based on the relevant provisions of the Constitution of the Russian Federation.

The main objective of the cultural policy of the Russian Federation is to pursue a unified state policy in the field of culture, art, the corresponding sectoral system of education, protection and use of cultural heritage sites (monuments of history and culture) in the Orenburg region. To carry out this task, the following powers are required, enshrined in law:

• 1) to implement the state policy in the field of culture;
• 2) create conditions for the preservation, development and improvement of professional art;
• 3) assist in the realization by citizens of the rights to freedom of creativity, cultural activities, satisfaction of spiritual needs in the field of culture and art;
• 4) to coordinate the activities of state, regional organizations of culture and art in the country;
• 5) to promote the development of the sphere of leisure, ensuring the diversity of cultural and leisure activities of the population;
• 6) exercise powers in the field of protection and use of cultural heritage objects, including the implementation of state accounting of cultural heritage objects and ensuring their safety;
• 7) to interact with public associations of cultural workers and creative unions (associations) operating on the territory of the Russian Federation;
• 8) organize the holding of festivals, exhibitions, reviews and competitions in the field of professional and amateur (amateur) artistic creativity, including in the field of children's amateur (amateur) artistic creativity;
• 9) organize the holding of congresses, conferences and seminars on the problems of cultural activities;
• 10) ensure the functioning of the system of special vocational education in the field of culture;
• 11) to ensure, together with the authorized executive body of state power in the field of education, the creation of conditions for universal aesthetic education and mass primary art education;
• 12) organize the participation of creative teams and individual figures of literature and art in competitions, exhibitions, festivals of the regional, regional, Russian and international levels;
• 13) organize training, retraining and advanced training of cultural workers;
• 14) provide conditions for the preservation and development of national and cultural traditions, including the support of regional and local national and cultural autonomies;
• 15) control, develop and implement programs in the field of culture, art, protection of historical and cultural heritage, participate in the development and implementation of relevant federal and regional programs;
• 16) organize library services for the population through the creation of state libraries, provide support to state museums;
• 17) exercise other powers in accordance with federal and regional legislation.

The strategic goals are:

• 1. Ensuring the rights of citizens to have access to cultural values;
• 2. Ensuring freedom of creativity and the rights of citizens to participate in cultural life.

The first strategic goal "Ensuring the rights of citizens to have access to cultural property" is aimed at realizing the corresponding right of Russian citizens, established in Article 44 of the Constitution of the Russian Federation (paragraph 2).

Free access to cultural values ​​and familiarization with the cultural heritage of the country is the most important tool for the formation of public consciousness and an integral system of spiritual values ​​that affect all spheres of state and public life, especially the younger generation.

Ensuring this right is carried out mainly through creating an opportunity for citizens to gain access to cultural values ​​(monuments of history and culture, museums, library funds) by ensuring their preservation, replenishment, presentation and use.

Achieving the first strategic goal involves solving two tactical tasks:

• 1.1. Preservation of historical and cultural heritage;
• 1.2. Preservation of museum funds;
• 1.3. Creation of conditions for improving the access of citizens of the region to information and knowledge.

According to Part 1 of Article 72 of the Constitution of the Russian Federation, the protection of historical and cultural monuments is the subject of joint jurisdiction of the Russian Federation. Federal Law No. 73-FZ of June 25, 2002 “On Cultural Heritage Objects (Historical and Cultural Monuments) of the Peoples of the Russian Federation” (hereinafter referred to as the “Federal Law”) was issued on this subject of joint jurisdiction. In accordance with the Federal Law, the laws of various regions “On objects of cultural heritage (monuments of history and culture) in the “Nth” region” were adopted (in accordance with the articles of which the powers of the Government of the regions are the preservation, use, promotion and state protection of objects of cultural heritage of the regional , local (municipal) significance, identified objects of cultural heritage).

The law of the Russian Federation aims to ensure the safety of cultural heritage sites located on the territory of the country by creating appropriate conditions for their preservation and determining specific measures for the protection of historical and cultural monuments.

One of the main directions of the state policy in the field of cultural heritage preservation is the conservation, restoration, preservation of historical and cultural values ​​stored in museum funds.

exposition dedicated to the 20th century. The inventory of archaeological funds of local history museums will allow organizing the storage of the richest archaeological collections accumulated over the centuries and organizing scientific, cultural and educational work. In addition, exhibition complexes “require annual conservation and restoration of military equipment samples, as they are located on an open exposition site.

The current directions of state policy in relation to museums, which are social institutions involved in the preservation and use of cultural heritage, are:

• - formation of an appropriate image of the museum, making it attractive, capable of influencing the development of the socio-cultural situation and solving social problems;
• - expanding the range of services provided by museums, expanding the variety of forms of activity and updating it in accordance with the identified interests and needs of real and potential visitors;
• - ensuring the adequate development of informatization processes related both to the digitization of the most significant museum objects and collections, and to the acquisition, accounting and storage of museum funds, etc.

Solving the problem of creating conditions for improving citizens' access to information and knowledge involves the development of librarianship.

In accordance with the Law "On Library Science", every citizen, regardless of gender, age, nationality, education, social status, political opinions, attitude to religion, has the right to library services in the territory of the Russian Federation.

In accordance with this law, the development of librarianship should be carried out in accordance with the principles that guarantee the rights of a person, public associations, peoples and ethnic communities for free access to information, free spiritual development, familiarization with the values ​​of the national world culture, as well as cultural, scientific and educational activities.

In order to ensure free access to cultural values ​​and information, it is planned to create a qualitatively new system of information and library services for the population of Russia, to ensure the modernization of libraries. It is necessary to expand the range of tasks facing libraries, to objectively strengthen their role in society. The task of libraries is to ensure informational and cultural integrity, unity of regions and the center.

The objectives of the state policy in the field of librarianship are to promote the creation and functioning of a library service system that can provide citizens with the fastest, full and free access to information, the implementation of their constitutional rights to free access to information and knowledge, as well as the preservation of the national cultural heritage stored in libraries.

The priority areas within this task are:

• - organizing and stimulating the process of modernization (reform) of libraries and librarianship in general;
• - assistance in the creation of the infrastructure of librarianship, the development of professional consciousness in line with the global trends and values ​​of a democratic society, the development of professional communications.

The second strategic goal "Ensuring the freedom of creativity and the rights of citizens to participate in cultural life" is aimed at realizing the rights of citizens to participate in cultural life and use cultural institutions.

The activities of the Department in the framework of the implementation of this goal in the planning period will be aimed at:

• - preservation of the best traditions of Russian theatrical art;
• - ensuring the freedom of literary, artistic, scientific, technical and other types of creativity;
• - creation of conditions for ensuring the possibility of citizens' participation in cultural life and the use of cultural institutions;
• - ensuring the further development of the system of training creative personnel and specialists;
• - preservation and development of a continuous system of art education;
• - expansion of humanitarian and mass primary art education and aesthetic education.

In accordance with the Law of the Russian Federation "Fundamentals of the Legislation of the Russian Federation on Culture", every person has the right to all types of creative activity in accordance with their interests and abilities. Professional creative workers are guaranteed copyright and related rights, the right to intellectual property, protection of the secrets of craftsmanship, freedom to dispose of the results of their work, state support.

Stimulation of the creative process is one of the main methods of supporting the development of the cultural sector. This is the direction of spending budget funds, which clearly expresses the result, which consists in the direct creation of a cultural product.

The priority areas of state policy in the field of theatrical and musical art within the framework of this task are:

• - Consistent formation of relations of social partnership between the state, society and theater and concert organizations, and ensuring state protectionism for theatrical and musical arts;
• - introduction of new organizational and legal forms of non-profit organizations that meet the specifics of theatrical and musical business and ensure social partnership;
• - introduction of a financial management mechanism that meets the specifics of creative activity and makes it possible to combine guaranteed state support and contractual financing of the state social order;
• - introduction in theaters of remuneration that meets the specifics of creativity;
• - state support for individual figures of literature and art and creative teams through a system of grants, creative scholarships, awards, state social and creative orders;
• - legislative consolidation of guarantees of state support for theatrical and musical arts and social protection of employees of theatrical and entertainment institutions of the region;
• - development and implementation of programs to strengthen the material and technical base of theatrical and entertainment institutions;
• - repair and reconstruction of theater buildings and concert venues, equipping them with equipment.

Against the backdrop of growing globalization and a developing market environment, the continuity of the reproduction of creative personnel is of particular importance, and the task of preserving and developing educational institutions operating in the field is set. The rapid development of society also implies the opening of new, demanded specialties in educational institutions, the introduction of new pedagogical technologies and interactive training programs into the educational process, the publication of modern methodological and educational literature.

As part of solving the problem of strengthening a single cultural space, it is important to develop art, artistic creativity, which implies:

• - expanding the use of the potential of art in the formation of development policy at all levels;
• - paying great attention to the role of artistic culture as a means of solving social problems (drug addiction, crime, social inequality, etc.);
• - development of a system of grants on social topics;
• - expanding the use of artistic culture as an instrument of political influence.

Within the framework of this direction, the main goal is to create conditions for the development of competition and the growth of consumer demand through the development and implementation of a set of measures aimed at organizing and supporting the holding of national, folklore festivals, reviews, supporting national cultural centers, expanding cultural exchange.

Cultural enterprises are distinguished by the heterogeneity of types and forms of activity, which is connected with the economic diversity of organizations and the results of cultural activities.

An enterprise, unlike a closed economy, produces goods and services to meet the needs of other producers and the population, including the world market. The basis of material production in the national economy is formed by enterprises in the production sector: (industrial, agricultural, mixed). They are adjoined by infrastructure enterprises that provide various kinds of services (transport, trade, banking, insurance, advertising companies), as well as service sector institutions (tourist and hotel business, restaurants, cafes, ateliers, etc.), education (children's preschool institutions, schools, colleges, universities), culture (creative enterprises, institutions, organizations) and sports.

In the Russian Federation, enterprises and organizations based on:

¦ on federal property;

¦ property of the republics within the Russian Federation, other subjects of the federation;

¦ property of local governments, public associations, religious organizations, international organizations, foreign states, legal entities and individuals, including foreign citizens and stateless persons;

¦ on mixed forms of ownership.

Relations between the founder (founders) and the enterprise are regulated by an agreement that defines the mutual obligations of the parties, the conditions and procedure for the use of property, the procedure for financing activities, the liability of the parties, the grounds for termination of the agreement, and the solution of social issues.

Summing up chapters one and two of this thesis, it can be noted that in modern society the main groups of enterprises in the socio-cultural sphere have developed.

I. Theatrical and entertainment cultural institutions (theaters, concert organizations, sports and entertainment complexes, circuses, cinemas), focused on demonstrating, broadcasting samples, cultural values, on updating the cultural fund in the audience, in direct contact with it, sometimes mediated by technical means .

II. Museums are research and educational institutions that have a museum collection as a subject of work and are focused on education, enlightenment of the population, different social groups, the formation of reference cultural environments, through the creation, expansion of museum funds, their fixation, study, museum objects, documents, materials related to the historical past and present of national, world culture. Museumification covers various aspects of culture: art, history of countries and peoples, production and life, natural and artificial environment (see Appendix).

III. Libraries, mass and specialized, are independent scientific and information, cultural and educational institutions that contribute to the actualization of cultural potential. They collect, store funds of printed materials, carry out its special processing, distribution, organization of use in society in order to educate readers, develop their skills in working with printed publications, periodicals, provide them with versatile information, and create conditions for self-development of a person. The subject of their work is the book fund.

IV. Parks as natural and cultural formations are intended for active, health-improving, entertaining, developing recreation, individual and group, festivities, sports and other games, holidays, etc. The park is focused on the recreational and health direction, its functions are associated with the natural basis, the natural environment as an object of labor and are carried out through the involvement of a person in the park environment, landscape, park architecture, decorative design, etc.

V. Club institutions are multifunctional, focused on the individual and work on a different subject-content basis (demonstration of films, performances, concerts, creative meetings, lectures and other “rental” activities), creating conditions for the implementation of the socio-cultural activity of the population, various types of amateur performances , including art, for public interpersonal communication, initiative associations supported by the joint activity of club members.

VI. Organizations that implement the principles of self-organization and self-development, such as associations, unions, societies, associations, partnerships, centers, clubs, laboratories, etc., that respond flexibly and more mobilely to changes in the modern socio-cultural context, requests, interests of members of different social groups . These organizations are divided into single-profile, focused on one or more related activities (rock club, rock laboratory, craft house, folklore house, theater workshops, amateur song club, ecological union, contemporary art center, art gallery, small business for literary translation, Sunday schools of national diasporas, etc.), and multidisciplinary, combining various subject areas and activities (creative centers of musicians, associations of artists, associations of writers, hobby centers, association of pop art workers, union of universities of culture and arts and etc.). The structure of such organizations often includes a library, an archive, a phono and video library, a museum exposition, a sports and recreation complex, paid language courses, production units, taking into account the price situation for national handicrafts, but they, as a rule, do not have administrative-command forms of management.

VII. Institutions of the educational complex in the field of culture (universities, schools, colleges, gymnasiums and lyceums), which are an integral part of the training of specialists in the fields of science and culture.

The social functions of these institutions appear as a complex, multi-level structure included in an equally complex and contradictory space formed by such entities as culture, society, and personality.

Legal entities that are commercial organizations pursue profit as the main goal of their activities. They can be created in the form of economic partnerships and companies, production cooperatives, state and municipal unitary enterprises.

Legal entities that are non-profit organizations may be created in the form of consumer cooperatives, public or religious organizations (associations), institutions financed by the owner, charitable and other foundations, as well as in other forms provided for by the legislation of the Russian Federation.

Non-profit organizations can carry out entrepreneurial activities only insofar as it serves the achievement of the goals for which they were created, and corresponding to these goals.

It should be noted that one should beware of such types of organization as offensive-destructive, dramatic, depressive, schizoid, paranoid and coercive, defined as a pathological type, to which the psychopathological criteria applied to individuals are transferred.

The offensive-destructive type of organization is based on the ethics of force, on leadership, based partly on fear, partly on selfish interests. Enterprises of this organizational type are characterized by irresponsible personal arbitrariness from above, usurped or delegated power in the middle, and anarchy throughout the structure.

Dramatic organizations are characterized by hyperactivity, impulsiveness, ease, for them the dramaturgy of activity, courage, risk, independence is more important than the result. Moral norms are artificial and designed for external impression, as is the halo of a person who is at the head, playing the title role in an enterprise, as on a stage. There is no systematic and measured work, medium - and long-term strategy of the enterprise, sooner or later doomed to bankruptcy.

Depressed organizations are characterized by a desire to stay in today's market at the expense of yesterday's goods and services, in a well-trodden path, to maintain the status quo in a vacuum of cardinal decisions, in the absence of a consciously pursued strategy and confidence in the future, along with the illusion of somehow holding out in a regulated market, without significant competition.

Schizoid organizations in the future are doomed to stagnate, because their leaders, like a "man in a case", are deprived of contacts, helpless in everyday matters, closed. In the absence of clear guidance, a gap in the management of the firm is filled by middle managers pursuing personal goals; jealously guarded "specific principalities" are created, information becomes an instrument of power.

Paranoid organizations are characterized by a cold, emotionless, rational climate of excessive control and mistrust. They are dominated by reactive strategies, people are conservative out of fear of appearing too much for fiction. Reality is often perceived in a distorted form, the calculation is made mainly on defense, the strategic style of management is reduced to the formula: we'll get out somehow.

In coercive organizations, everything is prescribed, systematized, approved; nothing is left to chance or foresight. The unwillingness to be dependent on circumstances or anyone else's mercy is the driving force behind leadership and calls for deep control. It is almost impossible to deviate from a once planned plan. The decisive role is played by the hierarchy and, as a result, the relationship of subordination along the career ladder. For fear of making a mistake, decisions are hard to make, but they are eagerly postponed, as a result of which the dominant idea is often lost in such firms.

Entrepreneurial success is ensured not only by the rejection of the pathological type of organizations, but also by the development of medium and long-term prospects for the development of production, value ideas and considerations, which ideally should be implemented in everyday practice. Success is accompanied by such factors as the development of positive norms of an entrepreneurial culture, increased cooperation, multilateral support, the development of programs and projects for new working methods that can improve such indicators as profit, turnover, quality, scale of production.

An enterprise of high organizational culture is a productive and creative organization. It is characterized by the following principles: precisely set ideals or goals; common sense:

• 6. competent advice;
• 7. discipline;
• 8. fair treatment of personnel;
• 9. fast, reliable, complete, accurate and constant accounting of market conditions;
• 10. reward for creative and financial performance.

Note that there are some options for classifying characters that were originally developed for the purposes of economics. According to one of the gradations, leadership styles can be divided into three types (autocratic; democratic; liberal), and leadership styles can be divided into two types (focused on work and focused on the person).

Any enterprise in market conditions must ensure the efficiency of its functioning, which is expressed by the ratio of the useful result to the cost of obtaining it. At the present stage of development of science and technology, information technology contributes to the dissemination and promotion of culture among the broad auditory masses. The main share of the dissemination of culture, cultural values ​​and news is taken by the global computer network Internet. The results of the work of cultural workers are mainly manifested in the process of forming and satisfying the spiritual needs of a person, in the harmonious development of the individual. The modern audience (mainly young people and teenagers) for a number of reasons wants to get information quickly. In this regard, information technology performs its educational task half the time faster than traditional printed literature.

Introducing a person to the values ​​of true culture, along with many other factors, has an impact on the main areas of his life: work, leisure, family relationships. This impact is manifested in the development, movement of a person's personal potentials, interpreted as indicators of socio-economic efficiency.

The organization of an enterprise with a high culture is a productive and creative organization. Combining certain principles: achieving precisely set goals, containing common sense, having competent consultants, observing strict discipline, providing for a fair attitude of management towards personnel, highly placed marketing work, and, finally, providing for decent rewards for employees for creative and financial performance.

In the process of updating socio-cultural activities, it is of great importance to comprehend and follow the clearly set goals and objectives of socio-pedagogical technologies as a set of leading provisions on the content and methodological side of activity. The principles determine the nature of the requirements, the observance of which is a necessary condition for the optimal educational impact on the audience.

Let us single out the basic principles of the activity of socio-cultural institutions. The main principle of this activity is the principle of historicism. The renewal of all spheres of society's life makes it possible to actively and creatively apply the principle of historicism in the activities of sociocultural institutions, to open up historical and contemporary topics that were previously inaccessible to visitors. Without respect for the intellectual and cultural national heritage, for the history of mankind, historical memory is impossible, and without this, the rise of spirituality, the restoration of the authority of goodness, justice in socio-cultural activities and society as a whole.

Socio-cultural activity is based on the principle of scientific character. Science has enriched its theory and methodology by developing methods of system analysis, comparative analysis, cybernetics, etc. The principle of scientificity is inextricably linked with the principle of truthfulness, which ensures the implementation of truthful information and educational activities that objectively reflect the phenomena of social life in their dialectical development.

The principle of syncretism has a special pedagogical value in socio-cultural activities. Any new information formation created in a socio-cultural institution is a combination of old, agitation and propaganda, and new elements that unite science, art, and life.

In the practice of sociocultural specialists, didactic principles are also used: originality of information, novelty, persuasiveness, which determine the effective assimilation of knowledge by a person. New information brought down by the media on the consciousness of the individual, the employee of the club, the library generalizes, systematizes, evaluates, raises them to the level of theoretical understanding.

In modern conditions of informatization of society, information and knowledge become an object of mass consumption for people.

Specialists in the sociocultural sphere, carrying out their information and educational task, primarily perform three main types of activities:

• 1. Production of information, creation of new information, taking into account the different age and professional characteristics of the population. It includes the activities of a specialist in a sociocultural institution; a lecturer giving a public speech; participation in the preparation of documents, scenarios, training programs, preparation of materials for printing; literary creativity, invention, arts, technical creativity, amateur film production, etc.
• 2. Consumption of information, coinciding with various forms of audiovisual, etc. receiving existing information: reading newspapers, magazines, books, watching television, listening to the radio, visiting circles, studios, schools of self-education and development in the club, using a computer, the Internet in socio-cultural institutions.
• 3. Transfer of information, reference and consulting work, broadcasting of professional knowledge, social experience, use of distance education technologies, theater, museum, library, media education, carried out by the media and communication.

For modern information and educational activities, there is a tendency to combine ideas and methods of various fields of knowledge, growth, mastery of new ideas, designed for the intellectual abilities of everyone. Libraries, museums, clubs can provide considerable assistance in meeting the urgent educational needs of people, involving various societies and the Internet in the dissemination of scientific, technical, economic knowledge. By introducing users to specialized literature and sources, libraries create favorable conditions for replenishment and optimal assimilation of knowledge by a person, his active participation in life. IN AND. Vernadsky believed that in the dissemination of knowledge it was important to provide the people with practically necessary information, both in everyday affairs and in life, to try to direct their thoughts and convince the people of their strength.

Renewal and deepening of human knowledge in conditions when the intellectual potential of society is most fully realized, the value of knowledge sharply increases, requires optimization of the information and educational function. Socio-cultural activity only achieves its humanistic goal, encouraging people to take action, when it takes into account the specific problems that a person lives with: socio-political, economic, environmental issues, adaptation, social rehabilitation, civil peace and harmony, freedom of conscience. It is known how great is the amount of information received by a person through mass media. Often there is no commentary on it, and in some cases it is distorted. This inevitably leads to deformation of the spiritual sphere of human activity. The task of sociocultural specialists is to select the necessary information, to summarize the most significant in the ongoing events, commenting on them using the example of the facts of life that are close to a person.

A specialist can provide a wide range and universality of the content of social and cultural activities, create favorable conditions for informing and developing the individual, communicating with various social, national, professional, age groups of people, helping the individual to adapt to market conditions and thereby reduce the acuteness of social tension. The librarian, taking into account the requests of the reader, gives him information contained in manuscripts, books, periodicals, on magnetic and electronic media. The user receives knowledge from the funds about the culture of the past and the present, about the life of individual countries, peoples and all mankind. An important advantage of employees of a cultural institution is that their socio-cultural activities take place in conditions of direct contact between people, interpersonal relations, while information in the media is often directed to an invisible audience.

In order for a person to develop a correct attitude to reality, sociocultural specialists in their technological process carry out an educational and developmental function that contributes to the formation of certain behavioral skills, an active life position. Social norms and values ​​determine the position of an educated person, for whom it is impossible to diverge words and deeds, humiliation of human dignity, and conscience is the measure of all actions. I. Kant compared education with art, "the application of which must be improved by many generations." Each generation, in his opinion, having the knowledge of the previous one, can more and more carry out such an education that expediently develops all the abilities of a person and in this way leads the entire human race to its destination.

One of the most urgent goals of socio-cultural activity is a return to the foundations of universal human values, morality, the restructuring of people's relations, their spiritual appearance and spiritual qualities, which are necessary in civil society.

In the activities of a sociocultural institution, there are tasks related to the communicative and organizational function, which is manifested in the organized interaction of people, their social activity in communication, the exchange of scientific and social information, and the organization of their recreation and entertainment. The content of the communicative and organizational function is changing in modern conditions, when there are opportunities for social work, for self-realization of a person in society. In a socio-cultural institution, the communication of visitors with each other is used as an active form of recreation. Communication on a holiday, on days of celebrations, at a party, communication of representatives of different generations, different nationalities and nationalities is very important for a person. Sports clubs are opened for family recreation with gymnastic and athletic equipment, sports and recreation sections, local tourist routes are organized using modern technologies, cultural services, where a sociocultural specialist shows the ability to communicate with various social groups of people. The former stereotyped approaches, frozen methods in the organization of recreation have to be abandoned, A.S. Kovalchuk in his book "Socio-cultural activity as a phenomenon of social education". The more actively a sociocultural specialist manifests himself in communication, the more attractive he can become, the brighter his creative, business and personal qualities can manifest themselves.

Their mutual respect, commonwealth and, in general, the effectiveness of the pedagogical process depend on how the specialist of a sociocultural institution organizes his relationship with the visitor. The inclusion of the individual in this process helps her to show social properties, values, aesthetic attitude to reality. The next task is the implementation of an aesthetic and creative function. Specialists of the club, library, museum, park set themselves spiritual, creative, emotional and personal tasks in social and cultural activities, deliver aesthetic pleasure and experiences, contribute to the formation of a person's value orientations, helping her in mastering and reproducing reality. Failure to perform aesthetic and creative functions by specialists of socio-cultural institutions leads to the loss of talents, the impoverishment of thinking, rampant pornography, the destruction of culture and nature, and, as a result, to the degradation of man. The search for the ideals of spiritual culture, the culture of activity, the development on this basis of universal values ​​of thinking, which ensures an active position of the individual, form the basis of the content of all socio-cultural activity.

Specialists of socio-cultural institutions also perform recreational and hedonistic functions (arrangement of holidays, youth parties, organization of leisure with the aim of enjoying art, restoring human strength expended in the labor process). In this case, the specialists of cultural and art institutions pursue the goal of raising the artistic taste of young people in their recreational and hedonistic activities.

Carrying out conciliatory functions, sociocultural specialists participate in the coordination of subsidies, intermediary activities between state, municipal institutions, public organizations and the population in the provision of social services. Of particular importance in the sociocultural activities of specialists are research functions, their fulfillment of the task of studying and taking into account the interests and needs of groups or collectives, as well as individuals who find themselves in a difficult life situation.

The main aspects and results of the activity of sociocultural institutions are determined by the naturally conditioned process of its development in breadth and depth. They include information from all branches of knowledge and social experience necessary for the upbringing and socialization of the individual.

One of the tasks in the implementation of the activities of socio-cultural institutions that make up a single complex of interrelated elements is civic education, which forms a worldview, develops the civic activity of people so that they consciously participate in public life. In a sociocultural institution, the moral meaning of upbringing in this direction is seen in the fact that the personalities of the educator and the educated person in their cooperation acquire concrete security, high feelings are filled with real content.

The development of civic activity among people is associated with the formation of economic thinking, the mastery of the personality with the skills to work in a market economy. New socio-economic relations are born in an environment of stratification, rising prices, rampant crime, and a low appreciation of creative work. As a result, another important aspect of socio-cultural activity is the labor education of people. This activity is subject to three main tasks: increasing the production and economic knowledge of the audience through the dissemination of scientific, technical, agricultural, economic information, new forms of management; professional orientation of young people, their upbringing on the labor traditions of the people; increase labor activity, creative attitude to work.

A responsible direction of socio-cultural activity is the formation of a personality with a high moral consciousness and behavior. For decades in our country there has been an imposition of a command-administrative system of arbitrariness, humiliation of a person, perversion of moral standards, when morality was subordinated to politics, which made it possible to regard everything from the point of view of benefit for the nomenklatura, to equate good and evil, honesty and meanness, justice and dishonor . In the conditions of the spiritual recovery of society, the restoration of enduring universal values, the content of socio-cultural activities is changing, associated with the functioning of information and practical experience, reflecting the inner, spiritual world of the individual. The material of moral content most fully reveals the creative potential of universal morality, based on spiritual experience, norms of life behavior, enshrined in traditions, customs, on loyalty to humanistic ideals kept by people for thousands of years. The growing role of social education in moral education is due to the growth of the moral factor in the life of society, the expansion of democratic reforms.

The upbringing of morally healthy people is facilitated by a system of social and cultural activities based on the highest spiritual values, respect for the law, and a culture of democracy. At the same time, in the process of personality development in cultural institutions, little attention is paid to legal education - the development of the legal consciousness of the individual, the formation of its legal culture. The objective conditions for this are the formation of the rule of law, the implementation of a broad legal reform, the implementation of the legal protection of the individual.

By organizing social and cultural activities for legal education, clubs, libraries attract lawyers, court employees, prosecutors, and police. This approach allows taking into account the interests, needs of the individual, her age, individual, psychological characteristics.

The current state of the technological process of education in SCS organizations needs more qualified personnel, the widespread use of information technology, a more sensitive approach to individuals, and the ability to harmonize interpersonal relationships. The upbringing of a person is not just the formation of certain moral norms, views, character traits, but the development of a person as a person in the aggregate of all his sides. A person sensitive to good and evil, irreconcilable to the ugly and ugly in life and art, strives to bring his share of beauty into the world around him. Developing a personality, it is important to take into account its ability to correctly understand the beautiful in all its diversity of manifestations. Therefore, one of the main aspects of socio-cultural activity is the aesthetic education of a person. Its goal is to develop the ability to evaluate, perceive and affirm the beautiful in life and art from the universal positions of spiritual heritage. Sociocultural institutions set a strategic goal - to develop aesthetic views, feelings, tastes, to form the activity of the individual in the process of mastering artistic culture and under the influence of their own artistic creativity. They are engaged in explaining the foundations of aesthetics, various types of art that develop aesthetic feelings, the spiritual needs of the individual. Literature and art are means of education, as they reflect reality in all its aesthetic diversity, and means of communication and education of people, introducing them to the cultural and historical experience of peoples.

A sociocultural worker sees his educational tasks in showing illustrative examples of the culture of production, the achievements of world civilization in the growth of labor productivity, improving the quality of products. The exchange of best practices can influence the growth of the culture of a particular workplace, improve its organization, develop courage, innovation, entrepreneurship, which allows you to achieve high performance in an individual, family, rental enterprise, economy.

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New social technologies in the field of culture

Culturology

New Social Technologies in the Sphere of Culture (Culturological Foundations of the Professiogram of a Modern Manager)

The most significant result of the development of technologies of humanitarian knowledge in the 20th century was the interpenetration of the social and cultural. The "revolution of managers", which at the turn of the 18th-19th centuries transformed the system of scientific knowledge into successive waves of industrial transformations, continued in the 20th century on the material of humanitarian knowledge. The results of social and humanitarian (culturological - following the classical neo-Kantian division into knowledge about nature and knowledge about culture) research formed the basis of the so-called social technologies, which gave a new impetus to the development of models of public and state administration, the organization of production, the evolution of living standards, etc.

Against this background, the obvious "resonance" of cultural studies, as well as the general increase in social activity in the field of the humanities, acquires a special meaning. The history of world culture shows that the growth of interest in the humanities usually precedes cardinal changes, both at the level of individual countries and the entire geopolitical context. (France in the second half of the 18th century, Germany in the 19th century, Russia in the early 20th century, etc.). Interest in key issues of cultural and historical tradition, in national and regional types of thinking and mentality, in issues of language and art, education and law is important not only as a traditional direction of academic curiosity, but as a resource for the formation of a policy of a fundamentally new type.

In this sense, ideas about culture are gradually losing their "museum untouchability" and becoming socially biased - just as in their time, ideas about pure experiment and research in the natural sciences were biased by engineering and design thought. The main nerve of the cultural revolution of the 20th century lies precisely in the gradual transition of the perception of culture as a system of self-evident and self-sufficient patterns to the understanding of its instrumentality, i.e., the ability to exert a directed and predictable influence on all aspects of human practice and life.

We can trace the signs of this evolution in the most traditional cultural institutions. So, let's say, there is no doubt about the rapid transformation of the museum - according to a long-established tradition, a place of elite collecting and research - into a center for the formation of leisure and work with free time of various social groups. No less indicative is the phenomenon of "modern" art, for most forms of which the social consequences of any cultural action are more important than its direct content - a kind of "aesthetics of sociality". It would probably be just banal to dwell once again on examples of the audio-visual wave, etc., etc.

But perhaps more important are the consequences of the humanitarian explosion beyond the boundaries of sectoral notions of culture and culture. The insufficiency and inefficiency of political and economic tools becomes in some cases a kind of challenge to humanitarian practices - in the whole range from personal psycho- and cultural techniques to the global scale of work with the way of life and traditions of vast cultural regions. Initially, the need for “cultural-technical” intervention arises in the era of industrial modernization, when it turns out that a layer of cultural traditions and the prevailing way of life directly affects the prospects for technological progress, namely, it has an obvious resistance to any and all historical innovations. This turns out to be true both in relation to the individual (stress and devaluation of human value), and on a macro-sociological scale (loss of cultural identity, negative aspects of urbanization, etc.). But having appeared in the eyes of “social engineers” as an obstacle to modernization, this cultural change in social processes turns out to be able to replace, and in some cases even displace, economic and political methods of regulation that are more familiar to the new time, because, according to Merab Mamardashvili, “culture is what remains when I have already forgotten everything.

Thus, the meaning of the processes taking place in the field of culture is significant not only for culture in its traditional sense. Cultural programs can be viewed as a kind of experimental zone, where methods of organization and interaction are practiced and rehearsed, applicable in other areas of human practice (economic, political, educational).

This thesis with good reason can also be attributed to new forms of interaction and cooperation in the European cultural space.

At present, there are, perhaps, three global themes in which European cultural cooperation (and European cultural policy resulting from it) finds the most complete expression.

Chapter 2. Human rights.

The topic of human rights stimulates research in the field of cultural and philosophical anthropology, pedagogy, psychology, including the problem of mastering local cultural practices with their special relationship to those artifacts that previously fell out of the scope of traditional “stories of art and culture”.

In fact, we are dealing with a double effect of the influence of the theme of "human rights" on the sphere of cultural activity. Firstly, the concept of cultural work is gradually changing: the orientation associated with the idea of ​​the need for “social promotion” of cultural samples to the “masses”, creating conditions for initiation and access to cultural values, is replaced in a number of cases (this case can be considered as a purely geographical , and political appearance) by an increasingly clear awareness of “cultural rights” as the right to their own, albeit local, cultural specificity, due to the peculiarities of cultural evolution. In a culturological sense, we are dealing with the end of a period that could be characterized as the predominant political hegemony of nation-states, based on the fact that nationalism in state guise, according to Ernest Hellener, is nothing more than the unification of ethnic and microsocial characteristics for the sake of and to maintain unity within state units. In other words, national specificity at the state level is a fundamental averaging of many local cultures that found themselves within certain boundaries in the process of the formation of nation-states (something reminiscent of the average temperature in a hospital). In many ways, by the way, the notorious mass culture is a kind of heir to nation-state building with its inherent mythology and stereotypes.

At the same time, attention to the idea of ​​cultural regions with their specificity within the framework of the state structure is an attempt to overcome the idea of ​​the state as a single (or predominant) subject of the national-cultural process.

In this sense, cultural activity makes political and administrative borders “transparent” both within the country and between countries. It is no coincidence that the Council of Europe in the period after the Maastricht Treaty makes serious contributions to the development of international cultural routes that unite different regions (territories) from different countries of the continent (programs "Viking Route", "Silk Road", etc.). The idea of ​​cultural regions, first voiced in the Maastricht Treaty, is designed to balance the rigidity of political borders in the future Common Europe, making these borders more mobile and permeable. At the same time, small groups and individual individuals representing these groups become the main subjects of cultural law.

Secondly, an indirect consequence of the transfer of the concept of human rights (and small groups) to the sphere of culture was an avalanche-like increase in the amount of "cultural material" to be mastered in the process of interregional cultural exchange. The right to own culture means at the same time the equal value of any cultural object and cultural forms of behavior and, accordingly, imposes certain requirements on the principles and types of communication. This means that the latter can no longer be built in accordance with the established cultural hierarchy, which is so characteristic of the “Eurocentric model” of relationships traditional for the previous stage. In critical, from the point of view of culture, periods, ideas about culture in its classical sense (the ideal “Eurocentric” model) are built on correlation with the ideal (incomprehensible and perfect), placed either in the space of the classical past (Platonism of the Renaissance), or in general in timeless reality thinking and reason (rationalism of the Enlightenment). In both cases, one has to deal with a purely hierarchical system, within which any artifact is evaluated by the degree of its proximity to a certain universal model - ideal. This, in turn, initially limits the range of phenomena that can be “classified according to the department of culture”, and builds communication in culture according to the normative principle.

The non-normative principle of selecting cultural material and the non-normative type of communication imposes special, different requirements on the organization of activities in the cultural sphere, which is reflected in the widespread criticism of the current cultural institutions and principles of management and management.

Support for local territories and substate formations. The system-forming factor is the attention of European political institutions to various local social communities (in contrast to macrosociological approaches, in which “universal” formations such as “class”, “state”, “nation” and etc.). In the logic of "miniaturization" of the subject, other structures come to the fore - cultural regions, local communities, diasporas, etc. This, in turn, stimulates a keen interest in local traditions, local self-government, local dialects, and ways of interacting across and across administrative and political boundaries.

Turning to a historical analogy, one could say that just as in the period of the formation of monarchies, the central government relied on city self-government to fight the feudal freemen, so now the supporters of a united Europe rely on local communities to limit the egoism of individual states.

Cultural autonomy as one of the achievements of the micro-regional approach is, in fact, only the initial condition for obtaining real social and economic benefits. The practice of Western European countries over the past 15-20 years has shown that cultural autonomy and culture in general are the most important factors in changing the way and quality of life in certain territories, this is due to the emergence and development of a number of socially oriented programs. These include: the formation of a regional and urban environment with expanded cultural and educational opportunities, the provision of leisure activities based on information infrastructure, the development of cultural tourism with the entertainment industry, local environmental programs, the reconstruction of traditional crafts and crafts, creating conditions for the development of small and medium business, etc.

Regional and territorial cultural development is currently one of the basic conditions for European cultural cooperation and, thus, contributes to the solution of many social problems that for a long time could not be solved within the framework of a “homogeneous” state policy.

I. Today there is objective evidence of the effectiveness of cultural technologies as a factor in the restructuring of the professional map of territories, the redistribution of jobs and the flow of working potential into the service sector. The fifteen-year experience of countries such as France, Spain, Turkey shows the actual possibilities of such a direction of social policy. It should be emphasized that we are talking not only about the coasts of these countries, which are attractive from the point of view of “passive tourism”, but also about “inland areas”, where the main object of work is actually cultural forms of activity.

In Russia, if we talk about analogies, there are a number of territories with a high proportion of outdated industries that are subject to conversion or restructuring, and at the same time have a rich cultural potential (Yaroslavl and the entire area of ​​the Golden Ring, Arkhangelsk, Nizhny Novgorod, etc.). In the Arkhangelsk region, for example, the share of military-industrial complex production is about 80%, and the rest of the industrial enterprises are in no way capable of providing full employment for the population. Adequate use of the developed models of socio-cultural policy in the field of retraining and changes in the structure of employment in local areas may be of interest to local and regional authorities. Here one can see the possibility of cooperation between the sphere of culture and the management systems of related activities of the socio-economic cycle.

The question is how much the educational training of modern cultural managers corresponds to the solution of professional problems that lie outside the purely sectoral approach and relate to the development of the environment as a whole, and not its individual components.

II. The topic of the cultural specificity of the territory (region, region) as a basic factor in the development and inclusion in the context of European cooperation requires special forms of work, which by their nature are impossible without partnerships between social movements, entrepreneurs and authorities. On the one hand, this is a complicating circumstance, but on the other hand, it creates the basis for the emergence of models of social partnership between the “first, second and third” sectors and, therefore, contributes to the development of local self-government. Local authorities, taking into account this cultural factor, are simply forced to act in the mode of “public administration”.

In a number of countries, the so-called Cultural Councils, which include representatives of public, business and government structures in equal proportions, operate effectively. It is these Councils that make decisions in this area and, importantly, coordinate investment flows in the direction of technologies for cultural activities. Interesting in this regard is the experience of the National Trust of Scotland, whose members are 250,000 people (more than 5% of the population). No decision of the Scottish government, including in the political and economic sphere, can be taken without taking into account the opinion of this organization.

From the point of view of the viability of the cultural sector, the orientation towards social partnership provides a chance to break through the vicious circle of sectoral isolationism and enter into partnerships with the most mobile business and social movements.

III. In the Russian situation, the interest in local specifics, characteristic of the cultural projects of the new generation, objectively contributes to the trend towards "reconstruction of the local history" of the place (as opposed to unification, planted by administrative methods), which resonates with the development of differentiable forms of local self-government (and if we look for historical analogies - is one of the modern forms of continuation of the "zemstvo" tradition with its local history setting).

Chapter 4. Managerial experience of entrepreneurship in the field of cultural practice.

This “section” of European cultural policy combines in a peculiar way the theme of cultural heritage and the most modern (in the organizational and technical sense) methods of managerial work, analogues of which originated in the experience of private entrepreneurship. The most effective is the transfer of the relevant forms of work to relatively small (local) entities that consider themselves not as an object of public and state charity, but as an independent organizational unit, including in the economic field.

For example, studies on the economic efficiency of cultural activities are carried out everywhere and aim to demonstrate the investment capacity of this area. (For example, the published data of the Cultural Council in Edinburgh suggest that for? 1 investment, the local community receives an average profit in three years - both direct and indirect - in the form of new jobs, infrastructure development, transport and hotels in the amount of? 40. True, this, obviously, is possible only under the condition of “promoted” activity, when the costs of attracting attention are automatically minimized, and the infrastructure at the disposal of the Council meets certain requirements).

In any case, it is clear, for example, that the impact of integrated cultural tourism programs on such areas as the hotel business, construction, roads, transport, and publishing can hardly be overestimated. Particularly attractive, from the Russian point of view, is the field of information technology and communications, which should be involved both at the stage of preparing programs (inventory of monuments, systematization of cultural routes, dissemination of information, etc.), and during its practical implementation.

Activities such as cultural tourism and traditional crafts, with their attention to local customs, are an ideal launching pad for small business development. The entire set of management technologies, from strategic marketing to personnel management, becomes in this case not a tribute to time, but an elementary condition for survival. Within the framework of such programs, small enterprises with their own infrastructure, system of jobs and the need for an appropriate economic justification are absolutely appropriate, which, by the way, fits into the framework of many projects to support small and medium-sized businesses, which are carried out by numerous funds throughout the European space.

From this latter circumstance, special professional requirements arise for fundraising skills, the ability to organize PR campaigns, the ability to work with grants from international organizations, and so on.

In any case, “cultural entrepreneurship” is that new dimension of activity that allows culture as a whole to dissociate itself from its “costly” status and claim the role of the most important resource for regional development. The shift in emphasis from the traditional idea of ​​"resources for culture" to "culture as a resource" is of the utmost importance for cultural management in general and most directly affects the status and role of the cultural manager in the cultural community.

Raising the general social status of cultural activity, on the one hand, and determining the priority topics of international cultural interaction, on the other hand, impose their own requirements on the practice of cultural management and set quite definite guidelines for it.

The most adequate answer to the nature of the above requirements is the "ideology of networks". The management principle of the network marks the gradual rejection of the classical hierarchy of organizations and the transition to partnership as a priority organizational principle. From the point of view of management theory, this process can be defined as a transition from classical organization theory to game theory.

The "ideology of networks" takes into account two main components. On the one hand, this is a setting for the full preservation of local specifics (of all parties and participants in a project or program). On the other hand, the introduction of the most modern (advanced) forms of organizational support. Information support, retraining of specialists, fundraising methods and other infrastructure elements are related to the support of individual projects and programs, but are not limited to them and retain their significance for other projects and other participants in the organization.

In this sense, the development of network infrastructure can be viewed as a separate area of ​​activity common to all network participants, regardless of the nature of their specific goals and project orientations. (In the context of hierarchical organizations, the diversity of goals of individual participants is often lost, and the paradox of “infrastructure as an end in itself” often arises).

The sphere of culture, in contrast to more rigid social technologies (say, industrial-industrial and financial ones, where transnational corporations can serve as an analogue of the network, but with a completely different history and organization principles), is most predisposed to the manifestation of personal and local initiatives. That is why "cultural networks" become a kind of experimental platform in the post-industrial European space. In this case, they act as a kind of response to the problematic situation associated with the formation of a "welfare state", i.e., a state striving to be the spokesman not for global political or economic doctrines, but for the interests of microgroups and individuals.

In the field of cultural practice, the nature of the network organization is transformed into a certain system of requirements, the complex of which underlies the ethics of modern cultural management.

In fact, ordinary consciousness has never recognized ethics as a true criterion of activity and could not agree that it is ethics that is called upon to regulate the organization of any activity, regardless of its scale and affiliation. In the same ordinary consciousness, an imperceptible substitution takes place, in the process of which ethics (the theory of activity!) is confused with morality, that is, with that which relates to the personal aspect of human life. A generally significant, but little realized paradox arises, which is directly related to the problem of personal and collective responsibility. An individual, a specialist and a professional, is essentially separated from the organization (institution) in which he has to work, since he is responsible only for the “narrow” business that he directly performs. This is the same phenomenon that in philosophical and sociological language has been called "partial man".

The exceptions that appear at first glance most often are not really such, because "loyalty to the organization" cannot carry an ethical burden, since corporatism, again, is related to the pragmatic good (organization, profession, party, etc.). Moreover, corporate unity often comes into apparent conflict with both ethics and morality. Thus, we can talk about "collective selfishness", but by no means about collective and personal responsibility. (This, by the way, can be considered one of the typological features of transnational corporations, where the focus on corporatism replaces the ethics of activity).

The network form of organization, from our point of view, is an attempt to synthesize individual moral norms, including professional ones, and ethical norms of activity. In this sense, one of the challenges of the post-industrial society is an attempt to overcome the professional partiality of a person (sometimes called deep specialization). From this point of view, the Network is a unique formation capable of combining organizational principles with ethical ones. Without any of them, individual responsibility remains flawed, and collective responsibility simply does not exist. It would probably be even more accurate to say that the principles of organization are the expression of ethical consciousness. Tolerance and attitude towards understanding, horizontal communication mode and fundamental openness, transparency of decision-making, ability to cooperate as a professional requirement - all this (ideally, of course) refers both to the practice of organizational management and to the "ethical imperative".

Culture and art are a special world where any local action measures itself with the whole, and therefore, probably, it is here that the thesis that the release of spontaneous initiatives should not serve only to express private interests is most limited; it must lead to the release of paralyzed - in the words of Jürgen Habermas - political energies. This seems to be the main solution to the problem of harmonizing ethical and moral, generally significant and personal, collective and individual responsibility.

The above priorities of international cultural policy based on the rights of small groups and individuals, locality and entrepreneurship (entrepreneurship) are transformed into a requirement for a certain type of organization of activity, where each individual project (organization, institution) is a full-fledged exponent of the sphere as a whole. However (and this is the main managerial problem of the end of our century) this by no means means a homogeneous unity of goals and methods of activity. The paradox of multiple target orientations, while maintaining the possibility of partnerships and cultural cooperation, gives rise to the need for specific forms of management that lie at the interface between the technology of managerial skills and personal, subjective inclinations (not to say "talent").

Some of them are basic, existing in parallel as elements of both organizational practice and an ethical attitude to one's own activities. Let's give some examples.

1. Organization as creativity.

To the extent that the scope of any (cooperative) cultural project is not limited solely by cultural meaning and short-term goals, its organization contains elements that can be used in the further development of cooperation with the same or with other partners and which are not identical in their meaning. some cultural initiative.

The background of any organizational decision in terms of network ideology has "two dimensions". First of all, each decision is necessary for this specific project, but at the same time it lays the foundation for possible future action within the framework of projects of a different type and with different partners. Management action should (ideally) keep both reference points (of the nearest step and further perspective), and management itself turns into the art of playing with many goals on one project material.

In this sense, networking is always a kind of game, taking into account many decision-making factors, the most important of which is the principle of maintaining the possibility of the next step - a step that is not fully understood and, of course, not yet planned. This feature fundamentally distinguishes the organization of the network from the organization of the traditional type, where the "products" of the next step become the only measure of effectiveness, and the goals of the organization itself, in fact, are identified with these "products". The approach is quite expedient from the point of view of industrial and industrial technologies, but hardly exhaustive in the humanitarian sphere, where mutual understanding and solidarity, if they can be made permanent, acquire a new independent value.

2. "Transparency" of the decisions made.

The presence of many partners involved in decision-making in the preparation and implementation of projects complicates, even bureaucratizes the decision-making process itself. Under these conditions, the mutual openness of the participants is essential: explanation of their own goals, motives and grounds, publicity of discussions, attention to the problems of internal and external communication. This often hinders the course of the project, but at the same time it has undoubted advantages, since it is compensated by mutual trust.

In the longer term, this kind of practice also acquires pedagogical meaning, because due to the aforementioned “transparency”, it allows participants of different levels and qualifications to observe the “internal structure of project activity”, which makes the network organization a prototype of the “continuous education” model.

“Network as a continuous education” is generally a key concept for this method of organization, the origins of which lie in the nature of the game, since it indicates the main and common meaning for all, which is not directly related to momentary pragmatic needs, but serves as a means of accumulating intellectual and spiritual resources for non-deterministic, i.e., free future.

According to Johan Huizinga, play is not everyday life as such. It interrupts the steady flow of everyday life and narrowly understood reality, because the goals it serves are themselves outside the sphere of material interests or individual satisfaction of needs. The game serves the good of the whole group, but in a different way and by other means than those that are directly aimed at satisfying the needs of life.

The clarity and "transparency" of decision-making, therefore, is subject to the "principle of creativity" stated above: while ensuring the implementation of a specific partnership project, it, at the same time, has a long-term and generally significant educational perspective.

At the same time, it is clear that the emerging communication models turn out to be more durable than individual projects, and become very essential for the subsequent development of the cultural sphere as a whole.

3. "Environmental friendliness" of ongoing projects.

By this term, we mean the need to pay the same attention to the consequences of ongoing projects as to the projects themselves. The consequences for each of the participants have a different meaning and content, and, therefore, the preliminary examination (as well as the preparatory period itself) requires no less resource investments than the direct implementation phase.

Generally speaking, the problem of implementation consequences takes us from design logic to program logic. This aspect of the manager's activity deserves more detailed consideration.

In fact, the same theme of responsibility that was raised in relation to the ethics of activity in general manifests itself in the more particular problem of the gap between the immediate and concrete act of action (project) and its remote or implicit consequences. In a certain sense, this can indeed be called an environmental problem, since it is within the framework of such an approach that the consequences seem to be no less, if not more, important than the project or act itself.

The ecology of nature, man, culture, and in a broader sense, the ecology of activity give rise to a special type of problems, an attempt to answer which caused the emergence of the principles of network organization. The very nature of the network, with its informational transparency and openness for discussion, can be considered as a mechanism for preliminary criticism, accounting and analysis of the immediate and long-term consequences of any private project. At least at this point lies the future possibility of curtailing "project enthusiasm" to seriously consider projects to divert rivers from north to south, or to pursue an industrial policy that completely destroyed the cultural basis of entire regions.

On the other hand, the same qualities of the network offer a tempting prospect of expanding the scope and meaning of any private project - to the extent that the multiplicity of meanings and options for using the results depend on the variety of situations represented within the network. After all, it is quite obvious that the same action of contemporary art will be perceived differently in the capital and provincial cities; the meaning of the next publication of Salman Rushdie's book is far from being limited to the framework of culture and again depends on the specific region; in the same way, information projects on the territory of the former USSR also have a socio-political significance.

Thus, international cultural networks can (again, ideally!) raise the significance of individual projects to the level of influence on the overall socio-political situation in different areas. In this sense, any project implemented in the network, as it were, goes beyond its own limits, and its potential is directly proportional to the diversity of units and areas that call themselves the network. This brings out the real and important meaning of diversity. It is productive not in itself (Babylonian pandemonium, in other words, diversity, far from productivity), but as a set of possibilities for applied (that is, not envisaged by the author) use of the results of any local project.

The network, therefore, is a special social mechanism for restricting and criticizing project proposals, but at the same time it also ensures the development and support of initiatives, enriches them with content and meaning that are absent in the original version.

Another thing is that in order to implement this kind of function, a sufficiently high professional level is required to provide such work as situational analysis and applied design, integrated forecasting and planning of regional development, development of game theory and public communication, social programming and system innovation, as well as many other things. another that partly already exists, but most organically takes root precisely in the network context. This set of professional positions is generated by the problems we are trying to discuss, but finds its fullest effectiveness within the network organization.

Conscious (ecological) work with diversity means giving each individual element of this diversity the status of general significance and universality. Strictly speaking, when the private and subjective becomes generally valid, this means for him the acquisition of the status of uniqueness. This last principle - so obvious to the artist and the man of culture - turns out to be true for key issues of the modern world, such as human rights and the rights of national groups and diasporas; the transformation of backward provinces into full-fledged regions; reconstruction of local cultures and ways of life; development of the local self-government system as a guarantee of sustainability and stability, etc.

People who consider themselves to be cultural figures find themselves face to face with tasks whose scale far exceeds those that they were ready to solve when, guided by subjective inclinations, they once entered this sphere. The significance of the cultural factor and the degree of influence of any cultural act on the surrounding reality have changed in the most significant way during the life of the last two generations; and this is in clear contradiction with that freedom of the subjective and personal independence, which were so attractive in the world of culture and art. The latter is especially important for post-totalitarian states, where the possibility of personal realization has a special historical price.

Such a paradoxical combination of the subjective and the generally significant - polar, but coexisting requirements for the organizers of cultural projects - brings us back to the basic content of the manager's profession, which was designated as a complex of "objective" management technologies and a "subjective" attitude to the material of culture. Both aspects are equal components of the emerging ethics of the profession.

These and a number of other professional characteristics are beginning to form a new system of requirements for the work of a manager in the field of culture and cultural policy. It is easy to see that special qualifications in the aspect of interest to us are not limited to a set of purely technical (specialized) requirements, but also appeal to the value orientations of a particular employee.

This circumstance makes it possible to form, in a preliminary approximation, an approach to the problem of "professional ethics" and to correct the practice of training and retraining managerial personnel for the cultural sector.

Item Description: "Culturology"

Culturology is a humanitarian science that studies the patterns of development and functioning of culture, its structure and dynamics, relationships and interactions with other areas of material and spiritual life. The subject of cultural studies is the objective regularities of universal and national cultural processes, as well as monuments, phenomena and events of the material life of people.

The sources of cultural studies are: - historical sciences: civil history, the history of specific sciences, the history of art and individual arts, the history of pedagogy, the history of religion, etc.; - Applied historical disciplines: archiving, museology, library science, local history, oriental studies, etc.; - auxiliary culturological disciplines: archeology, heraldry, paleography, numismatics, sphragistics, textology, etc.

The basic concepts of cultural studies describe the internal structure of culture: cultural values, the subject of culture, etc.; characterize the cultural process: cultural heritage, cultural traditions, etc.; connect culture with other branches of social science.

Literature

1. Children and culture. - M.: KomKniga, 2007. - 288 p.
   
2. Yu.M. Kuznetsova, N.V. Chudov. Psychology of the inhabitants of the Internet. – M.: LKI, 2011. – 224 p. With 9 before 21 hours in Moscow.

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