Conceptualization and Coordination of Competing Discourses: The Theory of Cultural Policy

The article explores the process of formation of competing discourses by different subjects of cultural policy, revealing deep discrepancies in the strategies of their interaction and the need to develop new models. There is noted the multi-subject nature of cultural policy and the decentralization of the culture management system, as well as the importance of the scientific and analytical justifications and conventional principles that ensure coordinated schematization of actions in the context of a complex and dynamically transforming reality. This leads to the increasing importance of the role of the expert scientific community of culturologists, who provide conceptual categorization and translation of perceptual and empirical data to the logical and conceptual level based on modern methodological principles of research, as well as interpretation that is inextricably present in the unfolding of meanings and the perception of institutional and everyday events. This justification is relevant and in demand in the situation of openness and permanent incompleteness of cultural and civilizational changes, plurality of cultures and socio-cultural diversity, since it is aimed at coordinating conceptual constants and value orientations discursively transmitted by different subjects of cultural policy. Revealing the ambivalence of discourses that focus both on the development and modernization, and the revitalization of archaism, on mythologization, the author speaks about the retention of the value-semantic core and the integrity of culture, which allows for alternative design practices and helps to overcome information pressure factors and reduce the risks of digital coding of public consciousness. For the first time, the article offers a systematization of the factors accompanying the process of making managerial decisions that affect the state of culture in society. Critical and reflexive thinking of culturologists provides a high level of expertise and conceptualization of discourses of cultural policy. The article raises the question of the expanding prospects for the inclusion of discourses of various subjects of cultural policy in the digital environment and the space of mass media.