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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 methodology. The research is based on a cultural studies paradigm, which provides for establishing a place of social exclusion phenomenon in the contemporary model of humanity's culture. Interconnected fundamental and applied cultural studies constitute the foundation of deep analysis of culture management and contemporary culture practices. Synthesis of scientific knowledge and generalization of scientific facts acted as a foundation of conclusions about the significance of animation approach in culture processes management. Systemizing and modeling as scientific cognition methods enable designing an animation sociocultural activities system, which allows realizing the process of overcoming social exclusion.
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.
The scientific topicality. Rethinking of topicality of scientific research in contemporary sociocultural situation is caused by contemporary crisis realities. It is especially related to theoretical generalization of contemporary culture space management, which reacts promptly to challenges under conditions of extermination of our people's cultural heritage. Special kind of responsibility rests upon those who must ensure active inclusion of society's subjects into culture-creation processes, facilitate overcoming social alienation, and accompany continuousness of translation of Ukraine's values on "the culture front". Under such conditions, cultural practices that possess deep meaning, inspirational, culture-rehabilitating effect, and renew lost faith in the beauty of true human being become topical, which animation approach to sociocultural activities manifests in itself.
The practical significance. A system of animation sociocultural activities was developed, which incorporates animation approach in culture management in order to overcome social exclusion and alienation. The system is based on high level of openness, motivated participation of social subjects in improving system's functioning, the presence of a great number of various elements, which causes expansion of the system's organization element etc. Based on the system, contemporary animation culture practices are improved and developed.

The purpose of the article is to study the interconnection of applied cultural studies and culture management, develop methodological basis for analysis of efficiency of their integration, define viability of realizing cultural practices in the context of applied cultural studies branch.
The methodology. By analyzing and synthesizing the scientific knowledge, a flexible methodological system is created, which enables analyzing the present and predicting the future, and create, not only in theory, but in practice, the culture­creation technologies, thus setting the vector for culture development. The leading methods of research are analysis of scientific facts, juxtaposition of theoretical positions, generalization and synthesis of methodological basis for defining leading scientific approaches to researching applied cultural studies and culture management.
The results. Utilization of developed methodology enables examination of applied cultural studies as a mechanism of culture creativity, and culture management as a tool of scientifically justified regulation of this process. Thanks to applied cultural studies, management gains deep meanings, and not only rational management and realization of its own functions, and applied cultural studies is manifested in practice and transforms into a technological plane the meanings and concepts of contemporary culture model.
The topicality. It was defined that gnoseological, worldview, logic­gnoseological, scientific content­related, technological and scientific­methodological levels of methodology allows to create the applied cultural studies and culture management analysis model in a substantial interconnection. Justification was provided for some scientific approaches, which are taken as the baseline of methodological analysis of integrating applied cultural studies branch and management in the sociocultural field.
The practical significance. According to the results of the study, applied cultural studies have a broad social mission, which manifests itself in creation of advantageous environment of interaction in the object field of culture, constructing mechanisms of implementing innovations in the sociocultural field, and developing future cultural practices models, which will eventually promote establishment of its new formats. In order to achieve this task, culture management implements social marketing, innovative and investment varieties of management technologies, branding, purposeful communication and human resource management, etc., which opens new perspectives of diversifying research of culture management in the context of applied cultural studies.

The purpose of the article is to study the theoretical and practical principles of regulating creative practices and defining the conditions for implementation of culture creativity technologies in the socio-cultural field.
The methodology. In this study we have applied the scientific analysis and synthesis method in order to define the culture creativity process efficiency conditions through implementation of creative practices, which may include: development of sociocultural process subjects' ability to be creative, establishing a community-team of like-minded individuals to produce and implement creative ideas, purposeful technologization of creative activities, making up the space to realize newest creative practices and improve traditional ones. By comparing the scientific facts and the method of purposeful goal-setting it was found out that every condition provides for completing a number of tasks, namely use of interactive technologies to stimulate creative thinking of professionals and participants of socio-cultural activities; realization of functioning principles of the creative center, which generates and selects ideas for implementation of a cultural product; carrying out original space functioning for continuous communication and supporting creative atmosphere.
The results. In a broad sense, culture management should ensure the dynamics of culture creativity process, in a narrow one — the efficiency of creative technology in the sociocultural field. It ensures technologization of creative practices, creates organizational and management conditions for productive interaction, which must be taken into account while realizing the creative process of culture creation. That is to say, culture management is viewed particularly as managing creativity and innovation in socio-cultural field.
The scientific novelty. Culture management ensures culture creation dynamics by implementing effective mechanisms of promoting innovative practices in the socio-cultural field. Taking into account individual (creative personality), group (creative team), environmental (creative space) and activity (creative activities and interaction) aspects we determined the systematic nature of management and its viability.
The practical significance. According to the results of the study, the complexity of culture creation determines the choice of non-traditional approaches for stimulation of creative thinking, group decision making and constructing culture centers. Conditions must be provided to realize creative practices as a technology and project that provides for clear planning, search and distribution of necessary resources, monitoring realization and final evaluation of efficiency.

The purpose of the article is further generalization of animation sociocultural activities management within the context of general theory and practice of culture management and characteristic features of realization of contemporary cultural practices, investigation of ASCA management within the context of general culture processes management system under conditions of destabilization of society.
The methodology. Based on the systematic approach, contemporary culture management analysis method and sociocultural animation con-cepts generalization method were used. Connection between culture management and animation acti-vities was explicated. Synthesis of scientific stances enables proposing a new take on general and specific aspects of managing contemporary sociocultural animation. Comparison of scientific stances enables uncovering development prospects of culture practices in the post-crisis period and provides an opportunity to propose their transformation direction.
The results. Investigation of animation sociocultural activities management within contemporary scientific and practical contexts is multi-leveled (broad and narrow context). Connection to applied cultural studies enables analyzing ASCA management as maintenance of quality of sociocultural interaction, creation of organizational conditions for invigorating society subjects and regulating culture-creating being in the post-crisis period. Connection of different culture management levels enables implementation of the animation effect of sociocultural activities in various constituents of a respective field (teaching, recreation, tourism etc.). Effectiveness of regulating sociocultural animation depends on systematic view on its performance under conditions of contemporary culture senses creation, coherence of management and integration levels of means of animation, coordination of performance of main management functions, taking into account its specificity within the culture space, and ensuring adherence to animation activities principles.
The scientific topicality. Contemporary global challenges (pandemics, military conflicts, total informatization) upon encountering permanent issues of society (socioeconomic troubles, ideological rigidity and value instability) become not only causes for change of a culture model, but also cause a search for productive innovative answers, which will become the basis for further culture-creation in the post-crisis period. Effectiveness of the idea of animation in the sociocultural field was proven both in theoretical research and thanks to realization of cultural practices. It is known that animation is the synonym for invigoration, sometimes even identified as social creativity, and is a factor of overcoming social extinction and alienation.
The practical significance. Culture management enables not only realization of management functions, but also accompanies motivation of subject stance, hastens interaction in the culture field, supports and leads to carrying out initiative in a sociocultural space. Innovative approaches to sociocultural animation are brought into being through topical practices, which require thorough planning, organization, coordination and effectiveness control. Thanks to culture management, not only technical and material resources for activation of animation idea through understanding, explaining, promoting and realizing it in specific actions are regulated, but also intellectual, creative and information ones as well, which modernizes contemporary sociocultural processes.