The relevance of the problem is caused by the lack of thorough research on communicative culture in the context of the management of culture and art, cultural and creative industries. The purpose of the research is to determine the components of communicative culture that are relevant for the management of culture and art, their systematization with the aim of applying them to the development of creative industries of Ukraine. The research uses theoretical (analysis, synthesis, generalization) and empirical (case studies) methods of scientific research. The theoretical concept of communicative culture formed as a result of the research focuses on three main areas: internal communication related to corporate culture within an organization or institution; public communication that concerns the relations of the organization or project management with state administration bodies and communications with partner institutions; as well as intercultural communication, which reflects the connection with the world cultural context and ensures two-way cultural transfer. Cultural communication in the modern world should be considered through the prism of the formation of the information society and digitalization. New technologies also change approaches to the development of the cultural sphere in general and to communication formats in particular. In all three directions of communication functioning: internal, inter-institutional and cross-cultural, the impact of digital technologies was revealed, which intensified after pandemic and became one of the factors determining the format of communicative culture in the 21st century. The article uses Ukrainian, European, and American cases that demonstrate the importance of digitization for communicative culture. 

Highlights

• The article aims to determine the components of communicative culture relevant for the management of culture and art, focusing on internal, public, and intercultural communication, and exploring the impact of digital technologies on communicative culture in the 21st century, supported by theoretical and empirical research methods.