Theater in the digital space: challenges and prospects

The article explores the impact of social media on the activities of theatrical institutions. Digitalization has contributed to greater accessibility of the arts, audience expansion, the formation of a new cultural environment, and the strengthening of the relationship between theatres and their audiences. However, alongside these positive changes, certain risks have emerged: superficial perception of content, transformation of the nature of performing arts due to mass reproduction, and challenges in staffing and financial management. The article suggests possible ways to preserve theatrical authenticity in the context of the digital environment.