Media technologies of the contemporary cultural-pastime practices’ positioning in Saint-Petersburg: opportunities and limitations

In the article the issue of the expansion of the market of cultural-pastime products and services within the media environment, the role of media technologies in the cultural life of a megalopolis are considered. Special attention is drawn to the consideration of innovative institutions and creative practices as the drivers of the development of Saint-Petersburg's social-cultural potential. The significance and toolkit of the media content consumers' active involvement in the formation and promotion of media content, based on the online survey on students - prospective managers of culture, are identified. A special place in the article is devoted to the consideration of the issues of creative communities', IT-workers' and businesses' collaboration on the development of cultural-pastime innovations and their positioning tools in informational-communicative media space. The author emphasizes the innovative model of social-cultural sphere's management within the context of the development of the new forms of production relations, which is based on equality and cooperation in the system of multilevel horizontal communications.