Changes in the Socio-Cultural Functions of Museums under the Influence of Social Demand

The article examines the socio-cultural functions of museums, which are undergoing changes under the influence of public demand. Their traditional varieties are interpreted in cultural discourse from the point of view of modern transformational processes in Russian society. It is shown that today the museum is improving its activities, expanding its spheres of influence, and participating in the formation and development of the territory’s brand. A modern museum becomes a place not only for storing memory, but also for defining and statuizing the values of a particular territory. With the development of geocultural branding, the importance of such cultural insti-tutions for creating a business card of the region is steadily growing. The presentation of the cultural heritage of the territory in the format of its branding is a new understanding of the museum’s functionality, including local history. At the same time, the interrelation of the socio-cultural functions of the institution and their compliance with the demand formed in society is of research interest.