Project activity as a method of managing the cultural sphere: creative and communicative potential

Abstract

The purpose of the article is to analyze the creative and communicative potential of project activities as a method of managing the cultural sphere. Methodology. A systemic and structural-functional method was used, as well as an interdisciplinary approach. Scientific Novelty. Understanding the potential of project activities will help create a civilized market of cultural goods and services for the population in Ukraine. The theoretical basis for this approach will provide information for further research and stimulate scientific discourse on this issue. Conclusions. The management of cultural projects is one of the innovative management mechanisms and complements the existing forms of management of the cultural sphere. The application of this method allows for the development of decentralized cultural actions, for maintaining partnerships between the commercial and public sectors, and for attracting additional funds. It is noted that for cultural projects the project participants are the main resource, therefore, for their successful implementation, special attention should be paid to communication strategies. The issues of professional communication of participants in cultural projects are considered. Formulated rules and recommendations for improving the culture of communication in an office environment.