Changing the cultural paradigm in the digital age

The paper discusses the interaction and inter-relationship between culture socio-technological changes caused by development of digital media, with an overview that are happening in field cultural participation last few decades. These occur domain audiences, creativity, institutions markets. Paying special attention to participatory turn culture, provides main trends innovations creativity dissemination goods given which illustrated various practical examples. review analysis transformation sphere offered this may be importance theorists practitioners, individuals involved process creation or management institutions, policy makers.