Abstract: In order to determine the specifics and nature of the formation of the subculture of the theater spectator in Yakutsk, the history of relations between the theater and the spectator is considered. Variants of a strategy for the formation of a subculture of theatergoers in the youth environment of a provincial city (students of colleges and universities as the "backbone" of the audience) are proposed. The specifics of the subject of the study led to the use of interdisciplinary, sociocultural and cultural approaches, which made it possible to integrate the methods of cultural studies, sociology, art history, folklore and pedagogy. The culturological approach made it possible to determine the nature of changes in the cultural space. The synchronic method provided an opportunity to analyze in a slice mode and identify three stages in the formation of the subculture of the theatrical spectator. The dynamics of the formation of the subculture of theatergoers in Yakutsk in 1960-2020s is considered in detail. This is the time when the theater was formed as an organic institution of modern Yakut culture, but not something artificially introduced into the national culture. An indirect criterion base is determined, indicating the growth of the theater audience's competence: a change in the repertoire, problems, directing styles, participation in theater competitions and festivals, touring policy, pricing. Convergence of different types of cultural "consumption" is proposed: hybrid forms of work in cooperation with museums, philharmonic society, libraries; organization of creative meetings, excursions to rehearsals, pre-premiere screenings, charity events, etc. The regional specificity of the communication "theater - spectator" influences the formation of both moral and aesthetic views of the spectator; influences the national consciousness of the people, contributes to the strengthening of spiritual guidelines.

Abstract: This article explores the problem of reconstruction and diversification of the activity of regional museums on the periphery. Attention is focused on underestimation (absence of demand) of potential of a museum in cultural space of a rural area. Reconstruction of the cultural space should be realized in accordance with the cluster principle: it allows reconstructing the functions of currently operating museums in an affordable way; optimally harness their potential; shift accents of their role for the society. Mainstreaming the values of regional ethnic culture contributes to the establishment of a positive cultural identity of the local dwellers. The author applies a complex interdisciplinary approach towards studying the problems of designing cultural space and forms of organizing leisure activities. Method of mosaic modeling is used in development of the project of museum as a third place. It is proven that cluster principle for organization of cultural and educational establishments, service sector; collaboration of their personnel; extensive implementation of participatory practices actualize the potential of cultural institutions of the rural area. Modern sociocultural practices as a platform of third place actively promote libraries (El Lissitzky and others) and cafés (Ray Oldenburg and others); the authors propose a museum complex – association of thee museums of the rural area. The article formulates a theoretical substantiation for broadening museum functions as an educational platform, place for relocation, personal development, and self-fulfillment. A reorganized creative cluster may contribute to the establishment of a positive cultural identity of the local dwellers, as well as make the cultural space more productive and efficient.