The article is devoted to the consideration of the process of transformation of the role of modern municipal libraries in the context of digitalization of society and changes in social demands of citizens. In the context of rapid development of digital technologies, emergence of new forms of leisure and communication, as well as growing needs for informal education and self-development, libraries are forced to rethink their traditional functions and look for new ways of interaction with citizens. Using the example of Yekaterinburg Libraries, a model of building communications with the urban community through socio-cultural project activities is considered.

Particular attention is paid to the role of libraries as socio-cultural hubs interacting with partners from business, education, culture and other spheres. Such cooperation allows to expand the range of services offered, attract additional resources, organize large-scale city events and projects, as well as introduce innovative forms of work with the population.

Three new projects are analyzed: “Smart after-school care”, “University of informal education ‘Active seniors’ ” and “Workshop for schoolchildren ‘Masters of projects’ ”. The projects are developed taking into account the cultural and social needs of city residents, identified on the basis of a survey. They are also aimed at assisting in solving urgent problems facing the city. Thus, "Smart after-school care" offers intellectual leisure for children aged 7-12, not covered by organized leisure, "Active Seniors" is an educational program for the elderly, and "Project Masters" are creative workshops for teenagers. Thanks to the implementation of various projects, Yekaterinburg Libraries are able not only to perform traditional functions, but also to go beyond them, becoming platforms for informal education, creative development, exchange of experience and ideas. Thus, project activities allow them to satisfy a wide range of city residents' requests, which increases the social significance of libraries and helps to strengthen their ties with society.

The need for systematic change in the socio-cultural environment generates a need for project activities in a person. The authors of the work consider a socio-cultural project as a social practice aimed at qualitative transformation of the surrounding reality and the person himself.

As a strategy for managing a socio-cultural project, the strategy of socially responsible marketing is considered, according to which marketing performs not only economic tasks related to the promotion, positioning or branding of an organization, but also social ones, where the basis is attracting attention to solving socially significant problems and issues. The authors assert the narrative nature of socially responsible marketing, according to which correctly presented information about an event allows giving reality the necessary meanings, which gives rise to the necessary emotions in the recipient, contributing to his involvement in the events of the project.

The narrative nature of socially responsible marketing is best realized through the technique of narrative study, namely, through the formulation of a marketing message in the format of a story, a personal story, storytelling. This format allows you to create your own message for different segments of the target audience, has a virulent nature, which allows it to quickly spread across the network and get the largest coverage, and, therefore, be more effective.

Within the framework of the article, the effectiveness of the narrative study was tested through the implementation of the project "Spring is the season of volunteering" (project manager - E. Yu. Seydyafarov), the purpose of which was, on the one hand, to promote the International Public Organization "Boxing Federation named after Master of Sports of the USSR S. V. Romanov, Pervouralsk", and on the other hand, to attract public attention to such social problems as donation, helping homeless animals and the cleanliness of public spaces. To inform and invite to participate, narrative study tools were used - short tweets and "reels". These tools turned out to be more effective, since they were recorded for each category of residents separately, Internet users left their reactions under publications, made reposts, which contributed to significant coverage. Thanks to the chosen marketing strategy, events that rarely resonate with city residents gathered a sufficient number of participants, some of whom became volunteers of partner organizations. In conclusion, the work concluded that the narrative study technique and the strategy of socially responsible marketing are effective, provided that the work is systematic and long-term.

Modern conditions dictate the active development of the creative economy, which is based on the creative potential of a person, his skills, abilities, talents, based on a modern technological complex and knowledge base. The creative economy provides opportunities for innovative modernization of the territory, contributes to the increase of its competitiveness. As a result, the city becomes attractive both for specialists in various fields of activity, business, tourists, and for the local community.

Children's music school brings up a creative person with creative thinking, who will be useful for the development of the city, society. Residents of cities, especially small ones, who are able to find an unconventional approach to solving complex problems, are in demand in modern times. Offering a comprehensive education, including the development of cognitive abilities, encouraging self-expression, children's music school forms a cultural community. Directing, adjusting their activities in accordance with modern trends, these schools, as part of additional education, can offer city residents not only specialized education, but also participation in various events that satisfy the audience's demand for high-quality leisure. At the same time, cultural institutions, including children's music schools, need to think not only about the loyalty of the current audience, but also attract a new one. To do this, it is important not only to comply with state educational and cultural standards, but also to offer the audience original products (services) and effectively promote them in the socio-cultural space of the territory. This tool is called positioning, which is effectively used in marketing activities by well-known theater and concert organizations. The use of this tool by children's music schools allows solving not only management (marketing) problems, but also bringing educational and creative processes to a new level. In this regard, the authors substantiate the importance of using this tool in the activities of children's music schools, reveal the stages and principles of positioning, consider the experience of successful positioning by well-known cultural institutions and, using the example of the multi-product "Orchestral Adventures" in the Sukhoi Log Children's Music School, convincingly show the possibilities of positioning to increase the competitiveness of an organization.

The article examines the typography of the Soviet avant-garde of the 1920s as a synthetic form of art that combines visual and sound components in a single rhythmic statement. In the context of industrialization, urbanization and revolutionary transformations, the graphic structure of the text turns into an analogue of a sound score, absorbing the rhythms of machines and propaganda speech. The study is based on the theoretical ideas of El Lissitzky, Kazimir Malevich, Nikolai Kulbin, as well as a modern interpretation of the art of typography and poetic experiments of the Russian avant-garde, which allow us to generally understand this art form as a form of visual declamation.

Typography is analyzed through the lense of rhythmic declamation and noise music as expressive practices associated with changing the perception of sound and its visualization. Letters and words in the compositions of Rozanova, Zdanevich, Stepanova, Lisitsky, Klutsis and Rodchenko become not just carriers of meaning, but active rhythmic elements, similar to the graphic rhythm of musical notation. Case studies - from "The Tale of Two Squares" to the covers of books and periodicals, collections of musical works, the ability of typography to set the tempo, intonation and visual equivalent of the spoken text is demonstrated.

The analysis extends to theatre and cinema, where text operates as a performative element: in Popova’s scenography and Meyerhold’s productions, and in Vertov’s and Eisenstein’s film editing, typography acquires spatial and kinetic dimensions. Avant-garde text leaves the printed page and enters urban environments—storefronts, posters, banners, and propaganda trains—forming a large-scale visual-soundscape of collective action.

The study identifies rhythmic organization as a key aesthetic and ideological category that links artistic forms with the socio-cultural context of the time. Avant-garde typography emerges as the language of a new era—an expressive tool that integrates the principles of industrial rhythm, performative text, and the synthetic nature of revolutionary culture.

The article is devoted to the problems of promoting theatrical organization services, which is ultimately aimed at increasing the audience, increasing the loyalty of existing viewers, and strengthening positions in the expert community. Various tools for promoting a cultural institution in general and a theater organization in particular are considered.

The research methodology is based on general scientific methods (analysis, comparison). The basis for the study was the Private Cultural Institution "Universal Touring Theater", Verkhnyaya Pyshma - THEATRUM.

The article describes the promotion tools used in the work of a young theater venue that has become a creative startup - the theater organization has only two years of experience, and it was opened in a city that previously did not have a single professional theater. A brief description of the theater's location is given, and various formats of the theater's work with the audience are described. Particular attention is paid to the description of the theater's development strategy, in accordance with which the promotion campaign is built, including such key areas as touring activities, forming its own repertoire, educational projects, and film projects. A small-scale performance is described as a tool for promoting a theatre, which allows for the effective solution of the problems facing a young theatre venue with minimal costs (optimization of technical solutions and economic costs of production, problems of showing at non-professional venues). The ratio of economic costs and the number of touring events (number of spectators) is studied. Conclusions are drawn on the results of implementing the developed programme for promoting a theatre venue in the period from 2023 to 2025.

In today’s educational environment, the library has evolved from a simple repository of books into a dynamic communication platform that facilitates interaction, collaboration, and cultural exchange. This transformation is particularly evident through initiatives such as Bibliofest 2025, which respond to the cultural goals of the school and serve as a hub for communication.

Bibliofest is a testament to the power of libraries to foster active participation and dialogue between students, teachers, and the local community. Through a variety of activities, including author talks, workshops, interactive exhibitions, and performances, the library serves as a catalyst for cultural and intellectual interaction. These events provide participants with the opportunity to share ideas, broaden their horizons, and engage in meaningful dialogue.

In such settings, libraries become not only places for individual reflection, but also active forums for the exchange of opinions that promote understanding and cooperation among people of different age groups and cultural backgrounds. This strengthens the social structure of school communities, ultimately contributing to the formation of a more cohesive and inclusive society.

The article presents the experience of holding a model library event "Bibliofest-2025" as a form of cultural and media communication of the school library with students in the context of anniversary historical dates. Methods of involving children in a dialogue with historical memory through the language of books, symbols and event formats are analyzed.

The school library is analyzed as a communication platform that acts as a cultural mediator between generations and an educational and cultural institution. In the process of testing the event, event pedagogy methods were developed and their educational and educational effects were assessed.

"Bibliofest", dedicated to the 80th anniversary of the Victory, was implemented as an event pedagogical model, including interactive stations, media resources and forms of student involvement. The research methods used included pedagogical design, observation, questionnaires and feedback analysis. The article presents the results of the participation of schoolchildren and volunteers, shows the role of the library as a mediator between cultural memory and a modern schoolchild. The importance of the school library as a center of cultural and social activity is emphasized. The practical application of the results is possible within the framework of school cultural projects, museum and library campaigns and integrated lessons of civic and patriotic orientation.

The article is addressed to the heads of museums and libraries of educational institutions, college and university lecturers, school teachers and teachers of additional education, class teachers, advisors on educational work and the administration of educational institutions.

The article examines the issue of how the museum and library space of an educational institution can become an effective space for informal education and a "Third Place" not only for teachers and students, but also for a wide range of local communities, as well as communities formed on the basis of common interests in the space of both a small town and a metropolis. We consider the educational space in close connection with the principles of participation (culture of participation) and the features of excursion and pedagogical activity based on the mastery of directing an educational event space. In our research, we rely on Russian and international experience in the development of "children's museums", participatory cultural institutions, "Third Places", as well as on the practices of modern theater pedagogy (drama in education), mediation and moderation. The article pays special attention to the study of the Laboratory of Sociocultural Educational Practices of the Research Institute of Urban Studies and Global Education of the Moscow City Pedagogical University, conducted in the 2024-2025 academic year, mainly using qualitative methods, in the process of developing the museum and library space of the Laboratory. This space is intended to become an innovative informal educational space within a formal educational institution and serve as a model for the development of similar spaces for other educational institutions. It is assumed that such a space is created inside classrooms where both current classes for students, graduate students, course participants and other participants in postgraduate education, as well as other events are held: seminars, conferences, club meetings and other types of educational activities. The initiators of meetings in this environment can be both employees of the educational institution and representatives of informal communities who are visitors to the educational space.

The article is devoted to the study of the role of professional competitions as socio-cultural technologies in the process of socialization and adaptation of young people with mental health problems. The paper considers the goals and objectives of professional competitions, their role in the formation of communication and professional skills of participants, as well as the mechanism of influence on the process of social integration. An attempt was made to comprehensively understand the process of organizing professional competitions, taking into account the health characteristics of the participants.

The influence of competitions on the further socialization of participants and their professional and career growth is assessed. The motivation and possibilities of distance learning technologies in organizing work with young people with mental health problems are analyzed. The creative component of competitions as part of psychological therapy is also described, various formats of participation in therapy are given.

Special attention is paid to the analysis of the difficulties that may arise in the process of working with participants with mental health problems, methods are described that allow avoiding mistakes in organizing a professional competition for this category of participants. The key components are analyzed that allow creating a unique environment conducive to socialization, development of skills and increasing self-esteem of competition participants. A conclusion is made about the positive influence of professional competitions on the level of adaptation and self-esteem of young people with mental health problems. The conclusion presents the prospects for the development of this technology and the possibilities of its application in social policy and practice of working with young people.

THEATRUM is a private theatre space from Verkhnyaya Pyshma, operating on the territory of one of the pavilions of the Museum Complex of Civil and Military Equipment, which is rightfully included in the list of the best museums in the world with thematic collections that have no analogues.

The theatre is perceived as a new model of a cultural institution: flexible, creative, meaningful. The project has existed for three and a half years, but has already become an example of sustainable development in a complex environment. It does not just create events, but turns each of them into a message that can change the attitude towards the theatre, the city, history. In its playbill, performances, film projects, educational initiatives and technological solutions work not separately, but as a single system of meanings.

In the interview with the director of the THEATRUM theatre, Evgeny Gaponov, we discussed what the model of development of the theatre venue is based on and how work with the audience is built into it.