Museum in the internet space: current communication strategies and practices

The widespread introduction of information technology and the digitalization of modern society determines the functional transformation of the museum sphere. This is manifested in three main directions: the use of interactive technologies that complement and expand the exposition; creation of Internet sites, media portals and virtual museums; development of practices of communicative activity on the Internet. The latter in modern conditions, including those associated with the factor of the pandemic of a new coronavirus infection, is of particular importance. On the example of the activities of museums in Russia, the communication strategies of museums in the Internet space are described and analyzed, as well as current communication practices - storytelling and setting. In conclusion, it is noted that the development of communicative activity leads to the formation of a positive image of the museum as a social institution of modern society.