Culture-creating mission of the management of socio-cultural activities in the context of applied cultural studies

The purpose of the research is to analyze the relationship between applied cultural studies and cultural management, to determine the features of modern cultural practices and to substantiate the specifics of being in culture in the context of animated socio-cultural activities, to identify the possibilities of post-war cultural practices for the prevention of social alienation. The basic research methodology is the culturological paradigm and the systemic approach, namely, the study of culture as a whole, the awareness of the cultural dynamics of humanity in phylogeny, the conformity of cultural practices with the model of cultural development, taking into account the dynamics and integration of the processes of cultural creation, the cultural appropriateness of the management system of social processes, etc. The creation of a flexible methodological system that allows analyzing the existing and forecasting the future, not only in theory, but also in practice, to create cultural technologies for the future, thus setting the vector of cultural development, is justified. It functions on the basis of dynamism – research in a state of development under the influence of cultural changes, continuity – the gradual development of cultural practices in relation to the dynamics of culture, innovativeness – the study of innovations and their management in accordance with the needs of the subjects of the socio-cultural process, humanization – the stimulation of the creative potential of the subjects of society. Applied culturology carries out a scientific justification of the process of the existence of social subjects in culture and cultural creation, which is manifested in the search for meanings and the transformation of cultural practices. In this regard, culture management is a process of research, forecasting, organization and management of current cultural practices, their resources, formats, and positioning. The preservation of traditional culture is ensured at the same time as the dynamics of cultural creation, embodied in current cultural practices. Such a theoretical and practical basis is laid in the content of educational activities during the training of future managers of culture. The scientific relevance lies in the methodological provision of further research of applied cultural studies and cultural management, the scientific justification of the introduction of the latest cultural practices, the creation of methodological conditions for the technologization of the modern socio-cultural process. The practical significance lies in the possibility of applying the proposed concept for the development and implementation of socio-cultural programs and projects in the post-war period with the use of the latest means of cultural creation.