Museums in shaping and transmitting positive image of Siberian region

This work is devoted to the topical multi-dimensional problem of creating an attractiveimage of Siberia at the Russian and world levels and the role of museums in it. On the basis of historical, ethnographic and sociologicalstudies the basic associative natural-climatic, geographical, historical, socio-cultural, ethno-cultural, industrial, and modernistareas forming the image of Siberia are shown in the dynamics. It is noted that at the end of the 18th century, the first provincial Russianmuseum, Irkutsk Museum, appeared representing Siberia as the richest region, the resource treasury of the Empire. In late 19th  early20th centuries, the Siberian region ranked second in Russia in the number of museums (23). At this stage, museum carried out primarilyinformational function of creating the image of the region  extending the concept of nature, geography, history, economic, cultural andadministrative development of the region, composition and abundance, population of Siberia, its culture and way of life. In general, theSiberian cultural region was formed in the 19th-20th centuries in the interaction of natural and cultural-historical environment with thesocio-cultural practice, with active participation of museums. In modern times, museums play a significant role in shaping and transmittingthe positive image of Siberia, actively performing informational (through monographic, environmental, ethnographic museums andculture preserves) and communicative (including exponents of Russian and foreign exhibitions) functions. The completed and futureprojects of cooperation of the museum with the local community to create the local and regional positive image are of significant potential.Several blocks were selected taking into account the Russian and Siberian museum practice: 1. Museum and development of theterritory with the following components and the most successful examples: 1.1. museum as the initiator of the territorys development(the Tobolsk Historical and Architectural Museum-Reserve); 1.2. museum as an instrument for shaping global, regional and local brands(the International Krasnoyarsk Museum Biennale, the historical, cultural and natural museum-reserve Tomskaya Pisanytsa); 1.3. museumas a creator of new values (Baikal museum); 1.4. museum as a platform for cultural initiatives (cultural-communication CenterSurgut Millennium in the Surgut museum, the project Museum as a territory of equals: from dandies to emos (2009); 2. Museum asa strategic enterprise: 2.1. museum as a major employer; 2.2. museum as a point of selling of local goods and services; 2.3. museum asa standard of living (historical and ethnographic museum-reserve Shushenskoye). The innovation model of the modern image of Siberiawill be the development of the concept and, in future, the creation of the Museum of Siberia as an integration network enterprise withbasic scientific content under the slogan: Without science, there is no Siberia; without Siberia, there is no Russia.

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