Abstract:
The purpose of the article is to substantiate animation approach to sociocultural activities and culture management as a mechanism of overcoming social alienation and exclusion, and to present a system for animation sociocultural activities management. The results. During the research, it was established that characteristic features of culture management, through the prism of animation approach to sociocultural practice, manifest themselves as: stimulation and motivation of people and groups to directly participate in sociocultural processes; ensuring active performance; accompaniment of
initiatives in sociocultural field; assistance in self-organizing; ensuring eventfulness and creativity of cultural practices to improve the animation effect. This shapes animation management as a process of creating conditions for uncovering creativity in various manifestations (social — self-organization, artistic – art, civic — social activities etc.). Culture management within the context of applied cultural studies, through the prism of animation approach, must study contemporary practices, ensure culture-creating being, facilitate creative self-development of society’s subjects and improve their participation in
opposition to alienation in the sociocultural space.
