Emotional Reorientation of the Museum in the XXI Century: Factors of Change

This article focuses on the "emotional shift" in contemporary museum practice, which has shifted the balance in the "knowledge-feeling" system toward greater affectivity in cognitive museum practice. The aim of the study is to identify the factors that contributed to this restructuring of museum work. Using comparative analytical and descriptive methods, the theoretical research of social theorists, cultural scientists, and museologists, as well as the practices of contemporary Russian and international museums, was examined. Today, museums no longer compete with each other, but with other institutions, including the entertainment industry, where visitors are influenced through their psycho-emotional sphere. Furthermore, the lines between traditional museums, paramuseums, quasi-museums, theme parks, and interactive entertainment centers have become blurred. All of this is evidence of the museum's transformation: either through the expansion of its conceptual field or through the blurring of boundaries and a loss of identity. Meanwhile, within the framework of the cultural situation of metamodernism, this state of the museum is the new norm and is explained by the polymorphic model of the museum in the 21st century.