Cultural policy as a reflection of the social interaction standards

The article describes methodologically polar managing processes based on competing traditions: manipulation and dialogue. The author demonstrates the specificity of these traditions, their origins, chronology of appearance and current potential. The author critically analyzes the use of manipulation method in politics, taking into account modern communicative technologies, education systems development, and decline in influence of social division into estates on management practice. The author traces the tradition to oppose (in Russian scientific discourse) state institutions that are subject of politics to public ones. The article characterizes five types of immanent in modern society social activity that involves, among others, including representatives of public authorities’ administrative apparatus. The fundamental diffuseness of modern society is shown, which significantly complicates its institutional formalization. The author supports the idea of dialogue as a major cultural policy method. The author puts forward a hypothesis about the condition of cultural policy effectiveness in the 21st century: replacement of cultural policy's institutional paradigm by direct interpersonal communication between subjects implementing it.