Moscow Audience of the Multimedia Exhibitions: the Analysis of Social Practices

The present research refers to a branch of quite modern studies in the domain of museum marketing and museum communication. It is intended to cover the issue of social practices of the audience of multimedia expositions in Moscow. The research reveals certain changes in the behavior of exhibition visitors, as well as in communication between the museum and the visitor. The data collected makes it possible to develop recommendations for attracting the audience to multimedia exhibition projects. The results confirm that social practices of the audience of multimedia expositions in today’s Russia are determined not only by rapid technological development, but also by changing attitude towards the museum as a cultural institution. The museum became a way of spending leisure time and the visitor of multimedia exhibitions became a media consumer. The interaction between modern museums and visitors and the strategy of attracting the audience are transforming in accordance with the identified trends. Due to dramatic changes in the modern Russian society and museology, this project appears to be highly important. The results can serve as a basis for further studies in the field of museum research and museum marketing, which would be useful not only for scholars but also for museum marketing specialists and media managers.