Semantic matter of "museum policy" as scientific notion
The museology formation as branch of science actualizes its theoretical base including conceptual apparatus. As a result it is necessary to precise terms that were used in scientific literature recently. In this article semantic matter of the term "museum policy" is precised. Analysis of scientific works in English and Russian languages shows that in English language researches different semantic content of scientific notions are corresponded to adequate terms (museum policy, museum politics). At the same time native scientists often see different meanings in the term "museum policy" or use terms which meanings are close in semantic matter to the term "museum policy": cultural museum policy, museum management, museum marketing, strategic planning, museum projecting and planning, the concept of development. In this connection in this paper the comparative analysis of semantic matter of these scientific notions is performed. Museum marketing's gain is to support museum "viability" and its competitive ability among other institutes of entertainment industry. The main task of museum marketing is a research of museum auditorium, its interests and demands. Museum marketing is usually suggested as a part of museum management that is occupied with administration and coordination of functioning of all museum departments. The important part of museum management is to conceive long-term, medium-term and current plans. Strategic planning and strategic administration contain studying of strengths and weaknesses and probable development, searching for new partners, working out and consideration of most profitable for the institute projects. Nevertheless museum is not confined by the institute interests and cultural demands of society but also depends on Culture Legislation - satisfies requirements and a guiding line of the state cultural policy. Museums with their large educational and pedagogic potential must realize their responsibility to society and fulfill their purpose that embodied in the idea of a mission. We suggest that museum mission consists of four main aims: saving cultural heritage, forming cultural identity, forming world view and solving actual problems of local community. Museum mission can be defined as the most important task, the aim of museum as a social and cultural institute. Thus definition "museum policy" contains balanced and considered work of all museum departments (museum management) and its successful functioning in conditions of market economy (museum marketing), realizing responsibility to society (realization of museum mission) and satisfying a guiding line of the state cultural policy.