Managing the digital reputation of cultural institutions

In the modern digital world, where the boundaries of public and private, distant and near, virtual and real cultural institutions are increasingly transforming, they have found themselves at the forefront of these changes. Actively interacting with their viewers and visitors on various virtual platforms, they are forced to significantly change the ways of cultural production and interaction. In this regard, today we can talk about not only the emergence of new ways of mastering reality, changing the ways of producing cultural meanings and communications, but also the emergence of new forms of broadcasting cultural experience, the formation and management of the communicative public capital of cultural institutions. Digital reputation management in the current conditions is becoming a key factor in both competitiveness and successful development of each institution.