The authors describe the possibility of using a differentiated approach based on vocational education in the field of art and culture as a new criterion for attracting youth audiences to museums in the digital era. A distinctive feature of the differentiated approach in the activities of museum student clubs is the targeted impact on various groups of young people, taking into account their age and level of art training in the development of museum programs. In order to assess the applicability of the differentiated approach to working with young people in museums, the members of student clubs of the two largest museums in Russia, i.e., the Hermitage and the Russian Museum, were surveyed. Expert interviews with the staff of the student clubs were also conducted. Based on the results of the analysis, the authors identified three groups of the young people, which were designated as “interested,” “advanced” and “proficient.” The criteria for dividing into the groups were differences in the educational level of the students in the field of art and culture. This division allowed to determine the forms of the most attractive museum events for the identified groups of students. The results of the study may be useful in working with the youth audience in other museums.

The article presents a qualitative analysis of museum educational products. These products have been studied in terms of the possibility of their use in formal, non-formal and informal education. Thus, the role of the museum as an actor of continuing education has been determined. The role of continuing education in the educational process is becoming more obvious for most participants, and informal education plays a huge role in this process. It is urgent now to develop high-quality educational environment. Due to museums and their offline and online educational products, it is possible to get success. The author analyzed educational activities of leading Russian and foreign museums. As a result, the possibilities of museums as an educational institution for formal, non-formal and informal education were determined. Formal education is characterized by the network interaction of educational organizations and museums when the museum educational resources are included in the educational process. The largest number of museum educational products in traditional and innovative forms is made for non-formal or supplementary education. The traditional forms of museum educational resources include excursions, game formats for acquaintance with the exposition/exhibition (quests), museum master classes, interactive classes, as well as offline continuing education programs for a professional audience. The innovative forms include intra-museum programs, for example, performances, thematic classes within the museum’s profile, and Internet resources such as pages of official museum sites, online academies of museums, museum groups on social media, official museum channels on YouTube, webinars, virtual museums. Thus, non-formal educations could be in onsite or online training forms. Informal education can apply the museum’s resources both in traditional forms and in an innovative one. The museum online resources such as online museum games, massive open online courses (MOOC), and podcasts have the highest priority in this area. Museums and universities cooperate to get high-quality competitive educational online resources. In conclusion, it is possible to speak about a new stage in the development of museum educational activity. This stage is characterized by increasing attention to professional education by adding formal and non-formal (supplementary) educational programs, and, simultaneously, increasing the role of informal education due to online technology. It should be emphasized that museum staff could develop museum educational products for formal and non-formal education independently, but it is advisable for museums to intensify cooperation with universities to enter the online education market.

This article examines online educational products developed by museums both independently and in cooperation with educational institutions. The analysis revealed a pool of museum online products, including mass open online courses (MOOCs), specialized professional online courses (SPOCs), educational games, mobile apps, and podcasts. The authors identify advantages and features of each type of the museum online products (MOPs) and determine the prospects for their inclusion in the educational process.The study aims to reveal the activity of different kinds of museums and museum communities in the development and implementation of educational online products both in their own educational activities, carried out by an increasing number of museums, and in the process of formal and non-formal education in cooperation with universities, schools, and further education institutions that implement it. The study discovered that museums develop both MOOCs that are traditional for the system of higher professional education, and educational online products, such as educational games, podcasts, and mobile applications with educational content, that are not widely used at present, but are promising for formal and, especially, non-formal education. An important result of the study was the conclusion about the common practice of cooperation between museums and universities in the joint development of online products, as well as about the feasibility of deploying such work with institutions of secondary general and vocational education.The authors’ analysis of the system of museum educational online products allowed us to conclude that new players — museums — have appeared in the online education market in the role of organizations that create and use various online resources in their activities, including those that can be used in the field of education.

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Краудфандинг является одним из фандрайзинговых источников поступления средств в организации сферы культуры. Зарекомендовал он себя относительно недавно-около 10 лет назад. В данной статье приведены результаты количественного и содержательного анализа проектов музейной направленности, расположенных на краудфандинговой платформе Планета.ру. В заключение приводятся выводы о популярности данного инструмента в музейной среде, а также о возможностях его применения профессиональным музейным сообществом.