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Belyaeva M.A., Beregnova D.B. [Museum as a subject of production of cultural fund] World of Science. Series: Sociology, Philology, Cultural Studies, 2021, Vol. 12, No. 4. Available at: https://sfk-mn.ru/PDF/08KLSK421.pdf (in Russian).

Museum as a subject of production of cultural fund

Belyaeva Maria Alekseevna
Ekaterinburg Academy of Contemporary Art, Ekaterinburg, Russia
E-mail: 2012marysia@mail.ru
RSCI: https://elibrary.ru/author_profile.asp?id=273239

Beregnova Diana Borisovna
Kuban State University, Krasnodar, Russia
E-mail: beregnova_diana@mail.ru
RSCI: https://elibrary.ru/author_profile.asp?id=273712

Abstract. In this article, the authors’ attention is focused on the work of museums in the preservation and production of cultural fund, on the ratio of marketing and educational functions of a modern museum. The purpose of the study: to substantiate the relationship between the educational and marketing activities of the modern museum as tools for preserving and creating cultural fund.

By cultural fund, the authors mean the process and result of creating a unique product through the actualization and interpretation of cultural heritage, embodied in a personified to cultural and historical practice, localized within the boundaries of a particular culture. The authors consider enlightenment as an integrative sum of production of objectified and incorporated cultural fund. Subjects of educational activities, including museums, are custodians and producers of objectified cultural fund, creating conditions for its subsequent incorporation, i.e. embedding in public consciousness.

The article notes that the economy and culture are often perceived as antagonists, but the goals of creating economic and cultural values do not contradict each other, and museums, being an operating enterprise for the preservation and production of cultural fund, are at the crossroads of marketing and enlightenment. Successfully solving the problems of their own promotion, museums and in the educational mission are more effective.

This thesis is illustrated by examples from the experience of the Krasnodar State Historical and Archaeological Museum-Reserve and named after E.D. Felitsyn. The museum is constantly working on updating the richest collection and attracting visitors, uses a wide arsenal of museum and marketing technologies that allow making a significant contribution to public enlightenment and to the promotion of the culture of the Krasnodar Territory.

Keywords: museum; cultural fund; enlightenment; museum object; digitalization of museum collections; museum marketing

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