Birukova Tatyana S.

Relevance. The article analyzes the features of cultural sector management at the regional level. The development of culture in a market society has its own peculiarities and contradictory development trends. The prevailing economic approach is not always effective for the development of culture itself, on the other hand, there are unequal conditions for access of various social groups of the population and regions to the services of cultural institutions. Taking into account the role of culture in society, the problems of managing the sphere of culture remain relevant for public and municipal authorities. The purpose of the research is to study the contradictions of development and management of the cultural sphere in a changing society and determine the strategic directions of cultural policy in the region. System and activity approaches, as well as structural and functional analysis, were used as the methodological bases of the research. In the research process, the authors used the following methods: analysis of documents, statistics, systemic-structural and comparative method. State of research on cultural issues. The role of culture, significance of regional policy in the field of culture, the rationale of the importance of culture as a development factor of the region were considered in the works of Yionin L. G., Tulchinsky G. L., Sarycheva R V. The problems of management in the sphere of culture at the level of regions and municipalities were reflected in the works of such scholars as Moshkin S. V., Figlin L. A., Ryazanov A. V., Burlaka S. N., Murzina I. Ya. Research result. Based on the data obtained, it is established that the level of interest of the country’s residents in the development of the cultural sphere is very high. However, the population has a poor idea of the specific directions of cultural development in the regions, and notes a decrease in the level of availability of cultural institutions’ services. Conditions in small towns and rural areas are particularly unfavourable for the cultural sphere. The results of the research and recommendations proposed in this article can be used in the activities of state and municipal authorities in the field of culture. Scientific novelty. The theoretical provisions and conclusions contained in this article expand the scientific understanding of the management of the cultural sector in the region; contradictions that affect the effectiveness of the management of the cultural sphere are identified. Elements of novelty are present in a comprehensive study that examines the features of national cultural policy in the regions.