"From the encyclopedia, the museum turns into a presentation site"
- Now the rhetoric of marketing and management has become normative in the work of cultural institutions in Russia, and in response an ironic reaction of irritation already arises. But how much is rhetoric on innovation, interdisciplinary, interactivity, efficiency behind such ubiquity? - The changes are serious. But let's start not very serious. When looking at the reports of Russian cultural institutions, one can often find efforts on mimicry.