FEATURES OF THE ORGANIZATION OF ONLINE EVENTS IN THE FIELD OF CULTURE

On the basis of the factual apparatus, the authors tried to assess the effectiveness of modern approaches in improving communications with the target audience of cultural institutions. The special role of digitalization in the sphere of culture and art is emphasized, which allowed organizations to adapt their activities and switch to online mode of operation in the context of a pandemic. The authors consider the use of new creative forms of communication, such as online exhibitions, webinars, master classes, etc., to be a feature of modern formats of work with the target audience of cultural institutions.