Culture management as a factor of overcoming social exclusion and alienation: the animation approach

The purpose of the article is to substantiate animation approach to sociocultural activities and culture management as a mechanism of overcoming social alienation and exclusion, and to present a system for animation sociocultural activities management. 
The methodology. The research is based on a cultural studies paradigm, which provides for establishing a place of social exclusion phenomenon in the contemporary model of humanity’s culture. Interconnected fundamental and applied cultural studies constitute the foundation of deep analysis of culture management and contemporary culture practices. Synthesis of scientific knowledge and generalization of scientific facts acted as a foundation of conclusions about the significance of animation approach in culture processes management. Systemizing and modeling as scientific cognition methods enable designing an animation sociocultural activities system, which allows realizing the process of overcoming social exclusion. 
The results. During the research, it was established that characteristic features of culture management, through the prism of animation approach to sociocultural practice, manifest themselves as: stimulation and motivation of people and groups to directly participate in sociocultural processes; ensuring active performance; accompaniment of initiatives in sociocultural field; assistance in self-organizing; ensuring eventfulness and creativity of cultural practices to improve the animation effect. This shapes animation management as a process of creating conditions for uncovering creativity in various manifestations (social — self-organization, artistic – art, civic — social activities etc.). Culture management within the context of applied cultural studies, through the prism of animation approach, must study contemporary practices, ensure culture-creating being, facilitate creative self-development of society’s subjects and improve their participation in opposition to alienation in the sociocultural space. 
The scientific topicality. Rethinking of topicality of scientific research in contemporary sociocultural situation is caused by contemporary crisis realities. It is especially related to theoretical generalization of contemporary culture space management, which reacts promptly to challenges under conditions of extermination of our people’s cultural heritage. Special kind of responsibility rests upon those who must ensure active inclusion of society’s subjects into culture-creation processes, facilitate overcoming social alienation, and accompany continuousness of translation of Ukraine’s values on “the culture front”. Under such conditions, cultural practices that possess deep meaning, inspirational, culture-rehabilitating effect, and renew lost faith in the beauty of true human being become topical, which animation approach to sociocultural activities manifests in itself. 
The practical significance. A system of animation sociocultural activities was developed, which incorporates animation approach in culture management in order to overcome social exclusion and alienation. The system is based on high level of openness, motivated participation of social subjects in improving system’s functioning, the presence of a great number of various elements, which causes expansion of the system’s organization element etc. Based on the system, contemporary animation culture practices are improved and developed.