Abstract: The article considers the peculiarities of the formation of the image of V.I. Surikov as a brand figure of Krasnoyarsk. For Krasnoyarsk dwellers, the name of V.I. Surikov is the symbol of recognition, creative success and Siberian uniqueness. Owing to the creative work of the great painter, a sort of a “Surikov’s cultural nest” has formed in Krasnoyarsk. Surikov played a significant role in the formation of cultural (aesthetic) views of the local community. In the first third of the twentieth century, the signs and symbols of the hero of the place had been forming within the memorial Surikov’s tradition. The research methodology includes the popular territorial branding algorithm, aimed at the creation of sustainable positive associations, connected with the hero of the Place. The authors of the study formulate the thesis that Krasnoyarsk easily fits in the geo-cultural branding of Russia and the world. The article demonstrates, how, via the project activity of the Museum-estate of Surikov and Krasnoyarsk Art Museum, the specific regional identity, connected with the image of Surikov, is being formed. 

Abstract: In today's society PR technologies are used not only in commercial projects but also in non-profit ones such as activities of art museums. The article presents an overview of the main problems of modern museum marketing in terms of promoting non-profit art museums through popularization of their collections. Branding of art museums is considered as the core technology here. Key issues related to implementation of technologies described in modern researchesare identified based on the example of the analysis of activities in the Krasnoyarsk Museum of Art named after Surikov during the period since 2011 till 2012. The methodology of the present research is the algorithm of creating a brand which is also discussed by today's museum community as the mechanism for popularizastion of museum funds of different kinds and sizes. The main conclusions of the research relate to understanding the actual status of PR technologies in the activity of art museums. Today's situation with art museums emphasizes the need for qualitative interaction between young museum staff generating and developing new ideas and museum 'old identities' who have unique knowledge about museum pieces. The fact that there is no such communication now has a negative effect on the depth and quality of activities and events arranged at art museums. 

Abstract: Based on the example of typological and art analysis of the mansion of P. I. Gadalov (currently Krasnoyarsk State Art Museum named after V. I. Surikov), the article reveals broad sociocultural opportunities of this architectural work. The modern state documents that determine the strategy of the Russian cultural policy, sets the priority for the development of regional monuments of cultural heritage. The work leans on the typological method of art study, as well as the method of philosophical-art analysis of architectural compositions as the space of interaction between the audience and the versatile world, manifesting in peculiarities of the external and internal arrangement of the construct and specificity of communication between man and the structure. The conclusion is made about the ability of the objects of cultural heritage of the regional level to represent not only the relevant for the tome of its creation artistic and cultural phenomena of the local importance, but also all-Russian and global, including from other historical eras. This research can serve as the instrument for establishment of the program of realization of the determined meanings in urban and sociocultural environments of Krasnoyarsk in creation of the “Museum Quarter” project.

Abstract: The subject under research is the value of an ethnographic method in modern social knowledge. The ethnographic method undergoes big changes in social knowledge of the second half of the XX century - the first third of the XXI century under the influence of a hermeneutics, linguistic researches, philosophy of a postmodern, cultural anthropology. Article has survey character and considers formation of a communicative ethnographic method which conceptual basis was interpretive Clifford Geertz' cultural science. Distinction in determination of ethnocultural and national identity that is obviously important for modern Russian intellectual discussions was an important object of research. The main method - the critical analysis of scientific sources on a research subject. Elements of philosophical logic for formation of definitions of ethnocultural identity and national identity were used. Ethnocultural identity can be defined as understanding of the belonging to a certain ethnic group. It is based on acceptance of a community of an origin, ethnic values and symbols, traditions and customs, continuity of generations. Formation of ethnocultural identity happens in the course of life experience of the individual as this life experience is carried out in the context of ethnocultural symbols and traditions. Thus, according to modern researchers, ethnic identity can be a basis for feeling of participation to compatriots and provides communication of different social groups in one country. National identity can be defined as awareness of participation in the multinational multiethnic state. Here identification happens in more difficult way on the basis of several various cultural identichnost: ethnic, confessional, social, political, individual, etc. However modern researchers mark out ethnic identity as the most significant base for formation of national identity in which various ethnic identity are built in hierarchical system in relation to the so-called core and the periphery.