The collective monograph is the result of research by the author's team of the Department of Applied Cultural Studies and Sociocultural Management of the Faculty of Entrepreneurship in Culture of the International University in Moscow . The name of the monograph is not accidental. It has two key accents. The first focuses on the applied field of cultural studies related to the theory and practice of managing culture and modern communications. The second focuses on understanding the effects of the market on the sphere of culture and art in the context of permanent socio-economic determinants. The scientific interests of the authors of the monograph are diverse: new cultural paradigms; entrepreneurship in culture; image, reputation, brand of the region: socio-cultural context; artistic communications: from institutional supervision of the bourgeois type to the search for new forms; etc. The monograph may be interesting and useful for researchers, and communication professionals, Gallery , Museum and Film Industry , as well as higher education teachers and students, students in the field of "communicatology" , “Producing” and “Socio-Cultural Management” (DT)