Culture of modernity, modernity in a culture: how to implement the national strategy under the conditions of global challenges[Культура Современности, Современность В Культуре: Как Реализовать Национальную Стратегию В Условиях Глобальных Вызовов]

In the Russian Federation the sphere of culture is identified as the most important element in the preservation and development of human capital. Special attention is paid to the following needs: strengthening of the civic identity of Russian people, promotion of talented youth in the field of art, ongoing education and training of the art and culture employees and support of volunteering. Cultural management should both comply with the national strategy of the Russian Federation and respond to the global challenges the society is facing today, among which are social uncertainty, injustice in the distribution of benefits and digital transformation. Today’s culture is characterized by routine, habitualness, democracy and simultaneous access to cultural goods. At the same time it reflects social differences between people. The economic aspect has a great importance for the development of the cultural industry. It appears in the evolution of creative industries, competition between private and state cultural institutions and formation of mechanisms for assessing the effectiveness of the sphere. The paper analyzes the impact of digitalization on the formation of the strategy and tactics of a city’s cultural management. The following conclusions are made: promotion of cultural products requires a combination of both offline and online sources; it is necessary to take into account the influence of alternative art criticism institutions (such as blogging and vlogging); it is important to include digital feedback from users in the evaluation of cultural institutions; effective work with departmental statistics requires big data analysis; attention should be paid to enhancing the potential of online education of children and adults and to networking participatory mechanisms for creating and evaluating works of art. Modern management of cultural sphere should go beyond the state policy. The emphasis should be made on culture as a branch of economics, on the analysis of the best experiences, on the knowledge and adaptation to the changes in society and people’s behavior and implementation of new technologies.