title: Ð¦Ð¸ÑÑÐ¾Ð²ÑÐµ Ð¼ÐµÐ´Ð¸Ð°ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÑÐ»ÑÑÑÑÐ½ÑÑ Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð² Ð² Ð¿Ð¾ÑÑÐºÐ¾Ð²Ð¸Ð´Ð½ÑÑ ÑÐ¿Ð¾Ñ Ñ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½ÑÑ ÐºÐ¾Ð½ÑÐµÑÑÐ¾Ð²)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Digital media technologies for the promotion of cultural projects in the post-COVID era (on the example of virtual concerts)
Creators: name: ÐÑÐ·Ð½ÐµÑÐ¾Ð²Ð°, Ð­Ð»ÑÐ²Ð¸ÑÐ°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð¼ÐµÐ´Ð¸Ð°ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸
Ð´Ð¸Ð´Ð¶Ð¸ÑÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ
Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½Ð°Ñ ÑÐµÐ°Ð»ÑÐ½Ð¾ÑÑÑ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð¸Ð½Ð½Ð¾Ð²Ð°ÑÐ¸Ð¹
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ñ
media technologies
digitalization
virtual reality
innovation promotion
communication

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ ÑÐ¸ÑÑÐ¾Ð²ÑÑ Ð¼ÐµÐ´Ð¸Ð°ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¹, Ð¿ÑÐ¸Ð¼ÐµÐ½ÑÑÑÐ¸ÑÑÑ Ð² Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ð¸ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½ÑÑ ÐºÐ¾Ð½ÑÐµÑÑÐ¾Ð² Ð¸ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ñ Ð½Ð°Ð¸Ð±Ð¾Ð»ÐµÐµ ÑÑÑÐµÐºÑÐ¸Ð²Ð½ÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ. Ð ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ Ð·Ð°Ð´Ð°ÑÐ¸: Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ Ð¾Ð½Ð»Ð°Ð¹Ð½-Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð² ÑÑÑÑÐºÑÑÑÐµ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð³Ð¾ ÑÑÐ½ÐºÐ°; Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ ÑÐ¸Ð¿Ð¾Ð² Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½ÑÑ ÐºÐ¾Ð½ÑÐµÑÑÐ¾Ð²; Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ ÑÐºÑÐ¿ÐµÑÑÐ½Ð¾Ð³Ð¾ Ð¸Ð½ÑÐµÑÐ²ÑÑ Ñ ÑÑÐºÐ¾Ð²Ð¾Ð´Ð¸ÑÐµÐ»ÑÐ¼Ð¸ Ð¿ÑÐ¾ÑÐ¸Ð»ÑÐ½Ð¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð² ÑÑÐµÑÐµ Ð¸Ð½Ð½Ð¾Ð²Ð°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÑÑÑÐ¸Ð¼Ð¸Ð½Ð³Ð¾Ð²ÑÑ ÑÑÐ»ÑÐ³; Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð½Ð°Ð¸Ð±Ð¾Ð»ÐµÐµ ÑÐ°ÑÐ¿ÑÐ¾ÑÑÑÐ°Ð½ÑÐ½Ð½ÑÐµ Ð¿ÑÐ°ÐºÑÐ¸Ðº ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½ÑÑ ÐºÐ¾Ð½ÑÐµÑÑÐ¾Ð² Ð¸ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¸Ñ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð² Ð¿Ð¾ÑÑÐºÐ¾Ð²Ð¸Ð´Ð½ÑÑ ÑÐ¿Ð¾ÑÑ; ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½Ð¾Ð³Ð¾ ÐºÐ¾Ð½ÑÐµÑÑÐ° Ð´Ð»Ñ Ð³ÑÑÐ¿Ð¿Ñ Wildways (Ð½Ð° Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ðµ Lookport). Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ ÑÐºÑÐ¿ÐµÑÑÐ½Ð¾Ð³Ð¾ Ð¸Ð½ÑÐµÑÐ²ÑÑ Ñ ÑÑÐºÐ¾Ð²Ð¾Ð´Ð¸ÑÐµÐ»ÑÐ¼Ð¸ Ð¸Ð½Ð½Ð¾Ð²Ð°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ¸Ð¼Ð¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ Lookport, Ð° ÑÐ°ÐºÐ¶Ðµ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÑ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¸ ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð´Ð°Ð½Ð½ÑÑ Ð¾ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð¼ ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ð¸ Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½ÑÑ Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð². Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð¸ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ Ð½Ð°Ð¸Ð±Ð¾Ð»ÐµÐµ ÑÑÑÐµÐºÑÐ¸Ð²Ð½ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð²Ð¸ÑÑÑÐ°Ð»ÑÐ½Ð¾Ð³Ð¾ ÐºÐ¾Ð½ÑÐµÑÑÐ° ÐºÐ°Ðº Ð¸Ð½Ð½Ð¾Ð²Ð°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ Â«Ð¿ÑÐ¸Ð½ÑÐ´Ð¸ÑÐµÐ»ÑÐ½Ð¾Ð¹ Ð´Ð¸Ð´Ð¶Ð¸ÑÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸Â» Ð¸ ÐºÑÐ¸Ð·Ð¸ÑÐ° Ð¿Ð¾ÑÑÐºÐ¾Ð²Ð¸Ð´Ð½Ð¾Ð¹ ÑÐ¿Ð¾ÑÐ¸.
description: This work is devoted to the study of modern digital media technologies used in the conduct and promotion of virtual concerts and the determination of the most effective tools for communication promotion. In the course of the study, the following tasks were solved: analysis of modern online events in the structure of the commercial market; study of types of virtual concerts; conducting expert interviews with the leaders of a specialized organization in the field of innovative streaming services; studying the most common practices of communication promotion of virtual concerts and identifying the features of their holding in the post-COVID era; development of the concept of communication promotion of a virtual concert for the Wildways group (on the Lookport platform). The work was carried out based on an expert interview with the leaders of the innovative streaming platform Lookport, as well as based on the analyzed theoretical and empirical data on the modern functioning of virtual projects. As a result, the most effective communication tools for promoting a virtual concert as an innovative product in the context of "forced digitalization" and the crisis of the post-COVID era were identified.