Creativity As a Component of the Museum Communication Development

The article analyzes the value of creativity as a component of the museum communication development. The article highlight the influence of democratic changes within the museum business on the development of creative museum practices and new models of museum communication. The main theoretical achievements of the XXth century have been systematized and generalized, laying the foundation for the development of modern creative museum practices. It was discovered that particular periods of the XXth century are characterized with a theoretical thought to be ahead of the museum practice and at current stage of the development innovative projects of the last century to have largely been implemented. The museum sphere witnesses now the period the theory not to be preceded by the practice, but the practice to become a development engine generating new forms and methods of work. The concept of “creative museum practice” is specified. It is proved that at the present stage one of the communicative tasks of museum activity is to create a product on the basis of new knowledge and innovations; the museum sphere project ideology is becoming increasingly widespread thus demonstrating a significant communicative effectiveness in comparison with traditional forms of museum activity. It is determined that today one of the priority tasks of the museum industry of Ukraine is to work out such development mechanisms that will adapt it to modern conditions, form a qualitatively new system capable to promptly and adequately react on the challenges of time; turn museums into one of the leading social institutions within the country humanitarian development system; museums should create deep intent and creative presentation events and programs; to prepare museum managers of the “new generation”, being able to introduce innovations in the field of collections management and their public presentation according to global trends