МУЗЕЙНА КОМУНІКАЦІЯ В УМОВАХ ЦИФРОВІЗАЦІЇ
MUSEUM COMMUNICATION IN THE CONDITIONS OF DIGITALIZATION

Summary/Abstract: The purpose of the article is to investigate the process of qualitative transformation of museum communication at the present stage, which takes place under the influence of digitalization factors. The methodology of the research consists of the application of analytical, system-functional, and culturological methods to identify features of technical and technological influence on changing the ways of museum representation in modern conditions and practical implementation of new forms of museum work mediated by new technological communications. The scientific novelty of the article is expanding and summarizing information on the updating of museums of communication strategies developed in connection with the gradual introduction of digital technologies in museums, and means as well as channels of communication designed to diversify forms of museum activities. Conclusions. As a result of the study, it was found that information and computer technologies occupy an important role within the formation of modern museum space, which can give new representativeness to the museum object and build multifaceted communication with visitors. Museum communication is increasingly mediated by digital technologies and means of communication, which directly affect both the way the museum is represented and the aspects of communicating with visitors, the positioning of museums in terms of the information space. In modern conditions, the visual communication of the museum communication occupies a significant place, which determines both the representation of the museum collection in digital format and the special communication channel that forms the field of museum semantics in the virtual information space. There is no doubt about the role of digital technologies in the process of musealization, which helps to choose the best ways to adapt the necessary objects for museum presentation.

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