Інтерактивність та імерсійність сучасних культурних практик: аудиторія музею як співавтор

The purpose of the article is to characterise modern trends in the cultural sphere related to the interactivity and immersion of the audience’s experience, in particular the museum audience, thanks to which it turns into an active co-participant in the creation of the museum space. The research methodology is characterised by multidisciplinary nature, which involves a combination of various methods and approaches, in particular those drawn from cultural studies, museology, and social communications. The scientific novelty lies in drawing attention to the study of the interactivity and immersion of modern culture, which influences the formation of a culture of participation. Conclusions. Interactivity and immersion are radically changing modern cultural practices, making the audience (user / spectator / visitor / consumer) not only a consumer, but also an active co-creator of the cultural and artistic space. In general, this corresponds to the activation of the tendency to form participation (complicity, culture of participation) in the space of modern culture. First of all, this phenomenon is due to the development of digital technologies (interactive exhibitions, digital platforms, mobile applications, immersive applications of virtual and augmented reality), which, in fact, make interactive-immersive interaction possible. Among other factors, one can single out the growth of social interaction in cultural and artistic spaces and changes in approaches to all socio-cultural activities. Not only the use of modern technologies contributes to the involvement of the audience in museum life and its transformation into an active co-author in the creation of the museum space. More attention should be paid to museum crowdsourcing content, cooperation with the community, local artists, volunteers, educators, businesspersons, and the formation of communities around the museum, in which new ideas for the development of museums can be generated. The trend towards interactivity and visitor participation in creating the museum experience opens up new horizons for the development of museum work, making it more dynamic, inclusive and focused on dialogue, consensus and cooperation with the public.