Modern Reinterpretations of Ukrainian Iconography: Mediality and Management

Ukrainian icon painting is one of the hallmarks of Ukrainian fine art. In recent decades, attention to the scientific study of icon painting has increased, but it still needs to be popularized among the wider society. The article focuses on the means of reinterpreting icon painting through the Kyiv media. Campaigns and media means of popularizing icon painting can have a significant impact on social transformations in the humanitarian sphere. The purpose of this article is to analyze the media activities of various art institutions and projects on popularizing icon painting. The author identifies ways of reinterpreting the early and modern national iconography of museum institutions. The traditional means of popularizing icon painting are lectures, exhibitions, and art projects covered in the media. The article explores the ways of using online technology (such as websites for exhibitions, creating catalogs of icons, 3D galleries of exhibitions, etc.). The author points out the lack of game content promoting icon painting on the websites of these institutions. Grants are often used to develop online catalogs of icons. The article highlights numerous non-museum initiatives that popularize icon painting (master classes, children’s competitions, symposia, open air exhibitions, etc.). Finally, the article discusses ways of transformation of the perception of new experiments in the field of icon painting