МУЗИЧНА ТА АУДІОВІЗУАЛЬНА ІНДУСТРІЇ ЯК ПРОСТІР ЦИФРОВОЇ ІНКЛЮЗІЇ
MUSIC AND AUDIOVISUAL INDUSTRY AS A SPACE OF DIGITAL INCLUSION

Summary/Abstract: The purpose of the article is to identify and characterise specific manifestations of the functioning of the music and audiovisual industries as a space of digital inclusion from the point of view of providing Internet users with opportunities for the production and consumption of a cultural product. The research methodology is based on the application of methods of analysis and synthesis, content analysis, structural-functional and generalisation. The scientific novelty lies in the fact that for the first time the digital tools used by cultural and creative industries are typified according to the specifics of the types of activities (audiovisual creativity, tourism industry, sports industry, performative industries, cultural heritage industry, publishing industry, visual arts industry); the need for cultural and creative industries to adopt a strategy of mobile cultural practices based on digital inclusion is emphasised, which: 1) recognises the level of access of their community to devices and Internet connectivity; 2) supports potential recipients in the initial and ongoing use of technologies. Conclusions. It is emphasised that a significant amount of audiovisual and musical content is to some extent a kind of manifestation of digital inclusion. As of the beginning of the 2020s, a significant part of the film industry content is created with inclusivity as the main focus in terms of production, creative process, which is formed on the basis of diverse experiences and views, and distribution, thus digital inclusion is considered as part of corporate culture. It is summarised that digital inclusion in the audiovisual and music industry is implemented in the direction of providing expanded digital access to the product using streaming and file-sharing services, online cinemas, online stores and databases. Online platforms as a universal place for co-production of content activates the transformation of the role of users from passive consumers of audiovisual and musical products to active users of cultural services.

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