ANALYSIS OF MODERN APPROACHES TO MANAGING CULTURAL INSTITUTIONS AT THE INTERNATIONAL LEVEL

ANALYSIS OF MODERN APPROACHES TO MANAGING CULTURAL INSTITUTIONS AT THE INTERNATIONAL LEVEL

Alena Kopysava

 Master of Management Public Joint Stock Company “Music Up Center”, Director,

Belarus, Minsk

ABSTRACT

The article analyzes the management of cultural institutions at the global level. Different approaches, models and management practices are considered in various countries worldwide. The aim of the article is to identify the strengths and weaknesses of such management approaches and offer recommendations for their improvement. The research results show that the effectiveness of management depends on methods, social projects, events, sponsors, motivation, and communication. It is necessary to develop management standards, create modern technologies and tools, conduct social projects, attract sponsors, and create motivation for employees. The results are useful for managers of cultural institutions and international managers.

Keywords: cultural institutions, culture, art, technology, social projects, events, sponsors, motivation.

A cultural institute is a closed (usually) organization or structure engaged in the production, dissemination, or preservation of cultural values. Cultural institutes can be both state and private. They can be involved in organizing museums, libraries, theaters, cinemas, cultural centers, conservatories, and more.

There are several types of cultural institutes: government, private, municipal, religious, commercial, and others. Government-funded cultural institutions perform tasks that are beneficial to the state; usually, these institutions are museums, libraries, theaters, archives, etc. Private cultural institutions emerged as a result of private investment and are part of the cultural industry; usually, such institutes organize concerts, exhibitions, festivals, etc. Municipal cultural institutions are funded by local authorities and provide cultural services at the local level.

The role of cultural institutions in the modern world is crucial. They not only preserve and disseminate cultural heritage but also influence the formation of the cultural environment. Cultural institutions are capable of significant influence on people's opinions and views. Additionally, they possess economic potential and can have a significant impact on the development of tourism and attracting investments.

Cultural institutions can also help solve social problems. For example, organizing cultural events can contribute to creating a better environment for youth development. Cultural institutions can also be an important component in improving the quality of life and elevating people's cultural level.

Features of Managing Cultural Institutions at the International Level. The management of cultural institutions at the international level has its own unique features. Due to their nature, cultural institutions cannot work in isolation from other institutions and markets, therefore their global orientation is important. In managing cultural institutions at the international level, it is necessary to take into account many factors, such as differences in cultural traditions, language barriers, national and regional laws, etc.

An important aspect of managing cultural institutions at the international level is managing cultural diversity. The diversity of cultural representations and identities can be a cause of conflicts and tensions in intercultural communication. Therefore, managing cultural institutions at the international level should take into account and promote understanding and respect for different cultures, which can contribute to bringing people closer together.

Models of Managing Cultural Institutions. There are several models of managing cultural institutions, such as European, American, Asian, Arabic, Latin American, and others. Each culture has its own approach to managing cultural institutions.

The European model of managing cultural institutions is characterized by a high level of state funding and support. Cultural institutions in Europe also receive funds from local authorities and charitable organizations. The main funding comes from taxes, donations, and sponsorship contributions. European cultural institutions are often managed by committees or directors, and their activities are influenced by local authorities.

The American model of managing cultural institutions is characterized by a greater degree of independence from state influence. American institutions are largely funded by charitable organizations and private sponsors. They are managed by boards of directors, whose members are paid.

The Asian model of managing cultural institutions is characterized by greater regulation and influence of the state. Asian cultural institutions are often financed by the government and philanthropists, and their activities are subject to stricter control. They are often managed by bureaucratic structures, such as ministries or committees, as well as business circles.

The Arabic model of managing cultural institutions is closely linked to the religious and traditional values of the countries where it is applied. Cultural institutions are often financed by local governments and philanthropists, and are managed by committees that exercise strict control over the institutions' activities.

The Latin American model of managing cultural institutions is characterized by a high degree of instability in financing and management. Cultural institutions often operate on the basis of grants and financial support due to a lack of state funding. Management is often carried out by non-profit organizations.

International cooperation in the field of culture and art. International cooperation in the field of culture and art is a crucial topic for many countries. Various international forums and events help facilitate such cooperation. For example, festivals and cultural exchanges promote understanding and appreciation of the culture of other nations. This creates an opportunity for international management of cultural institutions and ensures their effective development.

Practices of managing cultural institutions. Practices of managing cultural institutions significantly differ in various countries around the world. For instance, in the United States, cultural institutions are treated as businesses and are guided by principles of efficiency and profitability, while in Europe, the main criterion is the quality of the product.

Successful and unsuccessful practices of managing cultural institutions exist in different countries around the world. For example, in Germany, the state provides significant support to culture, resulting in high-quality cultural institutions. In Italy, private funds play a significant role, not only financing but also directing the long-term management strategy of institutions.

In Japan, cultural institutions are regarded as important parts of state policy. The government funds these institutions to ensure access to cultural values for its citizens and to maintain the country's cultural heritage. In South Korea, cultural institutions employ marketing strategies that actively use technology and social media to attract new audiences and promote their events.

Professional skills that ensure effective management of resources, implementation of plans for organizing cultural events, and provision of quality cultural services to society are necessary for successful management of cultural institutions.

Selection and motivation of highly qualified specialists. One of the key factors in successful management of cultural institutions is the right selection and motivation of highly qualified specialists with the necessary skills and experience. Regular monitoring of the labor market and adjustment of proposed salaries and bonuses in line with market changes is necessary.

To increase staff motivation and retain highly skilled specialists, creating a competitive system of rewards and organizing various events to improve professional skills and career development are recommended.

Managing finances, funds, and sponsorship programs in cultural institutions. Managing finances, funds, and sponsorship programs in cultural institutions is an important element of successful management. Having a clear financial strategy and strict budget control allows accounting for expenses on different projects and ensures their implementation. Effective use of funds enables optimization of costs and increases profits.

To successfully manage cultural institutions, it is also necessary to attract sponsors and participate in necessary funds and programs. This will ease the financial burden related to creating cultural events and will bring in new and interesting projects.

Qualification requirements for cultural institution personnel. The quality of management in cultural institutions directly depends on the qualifications and competence of leaders and other personnel. Proper selection of candidates for these positions and compliance with their qualifications guarantees effective management of organizational resources, providing quality services, and realizing plans.

For leading cultural institution personnel, it is necessary to establish qualification requirements, as well as conduct regular checks and analyses of their professional skills and competencies.

Use of digital technologies and interactivity. Modern digital technologies can significantly expand the possibilities of cultural institutions and make their work more accessible and interesting for a wider audience. For example, the use of virtual reality (VR) and augmented reality (AR) can allow visitors to immerse themselves in a unique visual and auditory environment and become participants in interactive activities. Additionally, internet capabilities can be used to create virtual exhibitions and tours, distribute digital copies of works, and digitize existing collections.

Interactivity is a key component of the success of events and exhibitions. Many cultural institutions use interactive exhibits, content generators, and technologies to make visits more immersive and interesting, and to encourage visitor interaction with culture.

Expanding the scope of cultural institutions and developing social projects. Cultural institutions can increase their influence on the social sphere by expanding their role in educating and training society. For example, programs can be created to partner with educational organizations, which can provide access to cultural resources and satisfy the need for education in art and culture.

Developing social projects can also play a big role in the development and promotion of culture in society. Projects can be created for specific social groups, such as children and teenagers, low-income individuals, and people with disabilities. These projects can be oriented towards developing socially significant skills such as creative thinking, teamwork, leadership or developing taste and interest in culture.

Adaptable and responsive organizational structure in cultural institutions. Cultural institutions that use a flexible and adaptable organizational structure can quickly respond to changing conditions and demands within the social environment. Ultimately, this allows the institution to be prepared for various scenarios and have a competitive advantage in the market. An adaptable organizational structure can include aspects such as flexibility in hiring, freedom in project management and decision making, as well as various monitoring and analysis tools that allow for quick responses and direction changes.

The prospects for the development of cultural institution management at the international level look promising. Modern technologies and the development of the Internet create new opportunities for strengthening cultural ties between countries and peoples. At the same time, it is also necessary to consider changes in the socio-political sphere and focus on the needs of modern societies. It is appropriate to use new methods of management and exchange of experience, as well as learn from the best practices of international cultural cooperation.

Managing cultural institutions at the international level is a complex task. There are many issues related to the organization and implementation of cultural events in different countries. This scientific article will consider some of the main problems and possible ways to solve them.

Problems of modern cultural institutions and their solutions. One of the main problems is the language barrier. The diversity of languages and national cultures can lead to difficulties in communication and organizing events. Moreover, it is necessary to take into account that national cultures have different traditions and customs that can affect the organization of events in another country.

The second problem is the financial component. Organizing cultural events requires significant expenses for attracting artists, organizing transportation and accommodation, and finalizing event preparations. Furthermore, cultural institutions often cannot fully cover the expenses, which can lead to underfunding and event failure.

The third problem is organizing logistics. Organizing transportation for event participants, ensuring safety and accommodation - these are all tasks that need to be addressed when organizing cultural events at the international level.

Finally, another problem is creating universal content. When it comes to joint cultural events at the international level, the issue of creating universal content arises, which would suit participants from different countries. This can be challenging, considering the differences in culture and language.

One solution to the language problem could be hiring translators or volunteer translators, that can help overcome communication barriers. Additionally, local culture language training can be developed so that event participants can better understand each other.

Regarding financial problems, cultural institutions can attract sponsors and partners who are willing to finance events. Additional sources of income, such as souvenir or ticket sales, can also be developed.

Logistics can be handled by a dedicated department or employees responsible for the transportation and accommodation of event participants.

Regarding the issue of creating universal content, cultural institutions can collaborate with local artists and experts to create content suitable for international events.

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