Соціокультурне проєктування та складові методології соціальної інженерії в маркетингу образотворчого мистецтва

The purpose of the present article is twofold: firstly, to research the methodology for applying social engineering tools in socio-cultural projects in the field of art marketing when implementing the main functions of art, and secondly, to research the impact of these functions on consumer groups as recipients of an art product. The research methodology is founded upon the application of comparative, empirical and theoretical methods. This epistemological methodological approach the analysis of the possibility of a scientific approach to the differentiation of the capabilities of the main functions of art when implementing these functions using social engineering tools in socio-cultural art marketing projects. The scientific novelty consists in expanding the ideas of an art expert about art marketing as a plane of socio-cultural projects that have their own methodology for researching segments of consumer audiences as spheres of influence of the main functions of art when applying social engineering tools and in accordance with the technologies of positioning works of art. Conclusions. Social engineering has been identified as a highly effective marketing tool in the execution of fundamental art functions, including those related to fine art. When art functions are designed to elicit a specific response from target consumer demographics of socio-cultural projects, social engineering provides marketers with a range of instruments to significantly enhance the efficacy of their impact on these audiences. Irrespective of the level of experience of managers, artists and art historians, or the extent of their knowledge of the socio-cultural industry, all participants in the art market become subjects or objects of social engineering. It is therefore asserted that social engineering technologies are extensively employed in the art market, particularly in the domains of auctions, galleries and museums. These technologies facilitate the effective implementation of the primary functions of art and address the requirements of art market consumer.