Transformation of Theatre Attendance Ritual in the Digital Age: From Etiquette Norms to New Patterns of Behavior

The article delves into the study of the transformation of theatre attendance rituals in the context of the digital age. The research is based on a comprehensive approach encompassing ethnographic observation, in-depth interviews with audience members and representatives of theatrical institutions, as well as content analysis of online discussions and user comments on digital platforms. The changes in etiquette norms, communicative strategies and spatial perception of theatrical action are revealed. Digitalization contributes to the formation of a new spectator culture focused on interactivity, media presence and expanded forms of engagement. The thea-tre is increasingly perceived as a media platform that unifies both physical and virtual spaces. The results ob-tained can be used to develop strategies for adapting theatrical institutions to new conditions, increasing audi-ence engagement and maintaining the relevance of theatrical art in the digital age.