AUDIENCE BEHAVIOR IN THE RECEPTION AND CREATION OF CULTURAL CONTENT ON DIGITAL PLATFORMS: IMPLICATIONS FOR CULTURAL MANAGEMENT AND DEVELOPMENT IN THE CURRENT CONTEXT

Abstract

In the context of digital transformation, audience behavior toward cultural content has changed profoundly, as audiences are no longer mere recipients but also active creators and disseminators of cultural values on digital platforms. This paper analyzes patterns of audience reception and content creation in digital environments, outlining key characteristics of contemporary cultural audiences. The findings provide scientific and practical foundations for cultural policy-making and for building a healthy digital environment that fosters sustainable cultural creativity.