MUSIC AND COMMUNICATION PROCESSES IN SOCIETY: MANAGEMENT THEORY
Based on historical and theoretical analysis of the development of social functioning of musical communication, as well as some problems of its management, the author attempts to theoretically justify the ways and means of optimizing music and communication processes that contribute to enhanced social and cultural role of musical art. The article describes fundamental concepts, which should be taken as the basis for the organization of musical life in modern society. The author puts forward such a conceptual theoretical statement as the principle of multi-factor audience differentiation. Consequently, the paper considers important facets of the theory of musical communication management in society, namely the target programming, scientific forecasting and long-term planning. Ways and methods of implementing these principles aimed at achieving a certain level of control over the processes of music communication in society, are also considered. Special attention is paid to the analysis of the impact of current social and economic changes in Russia on the formation of marketing and management in the social life of musical art.