Notion of trend "phygital" in culture

In today's rapidly changing world, new trends, technologies and notions, combining various aspects of the digital age, are actualized. In the cultural environment, an actual phenomenon is the phygital world «thrown» into everyday life as a marketing move and claiming an ideological position in future. Phygital art is becoming an important part of the creative and media industry, bringing investment and aesthetic attractiveness to the creation of virtual concert programs, films, games and exhibitions. The purpose of the study is to generalize and fix the phenomenon «phygital» in the cultural environment and determine its mechanisms and essential characteristics.