Applied cultural studies and culture management: research methodology

The purpose of the article is to study the interconnection of applied cultural studies and culture management, develop methodological basis for analysis of efficiency of their integration, define viability of realizing cultural practices in the context of applied cultural studies branch. The methodology. By analyzing and synthesizing the scientific knowledge, a flexible methodological system is created, which enables analyzing the present and predicting the future, and create, not only in theory, but in practice, the culture­creation technologies, thus setting the vector for culture development. The leading methods of research are analysis of scientific facts, juxtaposition of theoretical positions, generalization and synthesis of methodological basis for defining leading scientific approaches to researching applied cultural studies and culture management. The results. Utilization of developed methodology enables examination of applied cultural studies as a mechanism of culture creativity, and culture management as a tool of scientifically justified regulation of this process. Thanks to applied cultural studies, management gains deep meanings, and not only rational management and realization of its own functions, and applied cultural studies is manifested in practice and transforms into a technological plane the meanings and concepts of contemporary culture model. The topicality. It was defined that gnoseological, worldview, logic­gnoseological, scientific content­related, technological and scientific­methodological levels of methodology allows to create the applied cultural studies and culture management analysis model in a substantial interconnection. Justification was provided for some scientific approaches, which are taken as the baseline of methodological analysis of integrating applied cultural studies branch and management in the sociocultural field. The practical significance. According to the results of the study, applied cultural studies have a broad social mission, which manifests itself in creation of advantageous environment of interaction in the object field of culture, constructing mechanisms of implementing innovations in the sociocultural field, and developing future cultural practices models, which will eventually promote establishment of its new formats. In order to achieve this task, culture management implements social marketing, innovative and investment varieties of management technologies, branding, purposeful communication and human resource management, etc., which opens new perspectives of diversifying research of culture management in the context of applied cultural studies.