Digital transformations in culture and art: new opportunities and challenges

Digitalization covers all areas of social activity. For a long time, cultural and artistic life has been incorporating practical elements of the digital world into its arsenal, while traditionally leaving its creative components unchanged. Technologization, informatization, and digitalization have been used at the stage of production or broadcasting of cultural and artistic content (digital culture, cultural technologies) since their introduction. However, the digital world is gradually beginning to claim the role of a direct creator of cultural elements. Such digital transformations in culture have become a relevant subject of research in the innovation cluster of this sphere of human activity. The purpose of the article is to search for new principles of the process of digitalization of the cultural and artistic cluster in the current conditions of development of the socio-cultural space. It is proposed to find the principles by which the digitalization of culture and art is implemented in two key dimensions: creative and organizational. These principles focus on the flexibility, dynamism and synergy of the cultural and artistic space in the context of digitalization. The research methodology is based on general scientific and cultural methods, as well as synergistic methodological principles. The results of the study indicate that cultural and artistic development in the digital environment is gaining qualitatively new opportunities in the technical, organizational, information, communication, and logistical aspects while demonstrating the potential ability to be realized in the creative segment. Thus, digitalization as a powerful global trend in the development of society shapes innovative trends in the cultural and artistic sphere. The author traces the prospects for synergy of the digital segment in the cultural environment with the actualization of innovative principles