The Role of New Media in Shaping the Image of Projects in the Field of Culture and Art on the Example of Information and Communication Support of the Art Cluster «Tavrida-Art»

The article examines the role of new media in the process of information and communication support in the field of culture and art. The author considers it in many aspects, analyzing both the general trends in the development of the institute of information support, and determining the advantages and disadvantages of support with specific media forms using the example of the Tavrida-Art project. The article identifies the most promising directions for the development of the Institute of information and communication support for projects. The key features of working with different audience groups are presented in the example of the Tavrida-Art project, the role of new media resources is characterized, and the general principles of the project’s communication strategy are developed.