MANAGEMENT OF SOCIO-CULTURAL ACTIVITIES IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT OF SOCIAL CAPITAL OF COMMUNITIES

Against the background of the growing role of territorial communities in the economic development of Ukraine in the context of decentralization and self-government reform, the article notes that the responsibility of communities for local development requires professionalism and systematic actions of their representatives, in particular, managers of the socio-cultural sphere. Special attention is paid to social capital as an important intangible factor that ensures effective communication between community members. Social capital helps to increase trust and interaction, which, in turn, affects the sustainability of local development and the ability of their self-regulatory bodies to respond to challenges. The authors emphasize that managers of socio-cultural activities should be aware of the importance of social capital, which is manifested through the activity of citizens, the relationship between them and their responsibility for the state of affairs in the community; the identified technologies for the formation of social capital include social partnership, social animation, image and participation through involvement. In particular, in the context of the protection and preservation of historical and cultural monuments, the author emphasizes the need to develop public-private partnerships to preserve cultural heritage. It is emphasized that a successful partnership can contribute to the sustainable development of the local economy and the formation of civic engagement. The conclusions to the article emphasize the principles of community development, which, with the assistance of socio-cultural management, should be based on active citizen participation, justice, sustainable development and moral and ethical foundations, and self-government; they offer recommendations for the formation of effective development strategies, emphasizing the importance of a comprehensive approach to the socio-cultural development of territorial communities