Figure 8. Stages of education distribution schools for The Hermitage, The Russian Museum and Not visitors



4. Results

4.1 Expert interviews

To understand how museums should interact with young audience, the expert interview (Appendix 1) method was used. Experts from famous Russian museums such as The State Tretyakov Gallery (Moscow), The State Hermitage (St.Petersburg) and The State Russian Museum(St.Petersburg) were interviewed to understand foreseeable future of communication between museums and young adults. The number of issues were discussed in the course of all interviews held.

It became clear that, all experts unanimously consider it necessary to allocate in separate groups of teenagers and youth at development of museums products and programs of their advance. It turned out that, all experts appreciate the importance of the youth audience as young people are the future of the Russian Federation. Therefore, one of the main goals of the experts is to maintain a high level of taste and aesthetic feeling of young people. Thus, The State Hermitage received a Dutch grant for the international project “15-24”, which will work with young people from 15 to 24 years. It is planned to make a scientific and methodological center on the basis of this project in the future.

Talking about the age limits of the youth audience, the lowest limit is 15-16 years according to the exports, while the highest age limit is 30-35 years. In General, experts understand the youth audience as high school students (grades 10 and 11), as well as students (bachelors, masters and postgraduates), therefore the average age of the youth audience varies from 17 to 24 years.

Also, a question about the main reason of visiting museums by young people today was raised. Some experts believe that the museum boom, which was in the 80s-90s, returned again and developed over the past five years. This is especially noticeable in cities such as Moscow and St. Petersburg. The main motives of visiting museums are socialization, learning new things, finding a new circle of communication and entertainment. Some experts note that today's museum is a fashionable place, as the level of knowledge and the people's desire to develop is very high. Thus, it is fashionable for young people to visit museums, exhibition halls, to be interested in artistic processes, modern and historical eras.

Talking about the aspects that important in the development of projects for the youth audience, the experts point out the following: firstly, it is needed a direct understanding of how young people live and what they are interested in; secondly, it is important to introduce interactive format of works, thereby giving greater freedom of communication; thirdly, it is needed to involve in the work of the museum the Internet and social networks (VK, Facebook, Instagram); fourthly, it is needed to include contemporary art in programs and projects, because it attracts young people most strongly; fifthly, it is needed to observe a combination of in-depth expertise in the field of art history and good presentation (simple and understandable for non-specialists language in the case of programs for a wide audience and more narrowly specialized for a professional audience).

It also was discussed the need for more active involvement of young people concerning a visiting main exposition of the museums, temporary exhibitions and special events. All experts think that this moment very important for cultural institution, so museums try to make programs not only with modern art, but also with traditional one. Museum workers try to draw attention of the youth audience to the classical museum and main expositions thanks to large and interesting programs.

Talking about the most interesting programs and special events for young people, each museum has unique one. Thus, The State Russian Museum has a program "Password and login to contemporary art", where a key approach is museum pedagogy. It is also important to note, the participation of the museum in the festival VK, there museum's specialists explain for the young audience what they will do in classes of museum student club. Talking about the professional youth audience, it can be courses and practices conducted by the department of art in The State Russian Museum. The Tretyakov Gallery organizes lecture and discussion subscription programs on the art of the twentieth century and educational programs for ordinary students. For the professional audience (or future professional) the museum organized a Lyceum for teenagers, a special series of workshops for students and partner programs with different universities. Special projects aimed at the youth audience (concerts, performances, festivals) are also organized. The State Hermitage organizes intellectual marathons, where people can meet a combination of different trends in contemporary art and culture, which are combined together for one evening and night. There are various meetings, discussions, dialogues of professional art historians and curators, as well as contemporary artists show their projects, movies, music, dance and theater. There are seminars in various areas (art, literature, science) for the creative and professional youth. Various scientists such as physicists, optics and artists are invited for them.

The issue of internship programs for young museum workers or students was raised. These programs exist in all museums where experts work. Thus, special departments organize courses and programs (both paid and free) for young people who want to learn more deeply a museum business. It is worth noting that, some students came from abroad for visiting internship programs.

Talking about young volunteers, as well as the forms in which they help in the work of the museums, there are different volunteer programs and special services that have their own website and programs in museums. Basically, volunteers help at exhibitions, because they know the museum from the inside. They can be on duty, meet guests at special events, hold various programs and competitions, help with the installation or dismantling of the exhibition.

The question of special units which can be responsible for work with young people (its tasks and forms of organization) was raised. It is important to note that, there are student clubs that work exclusively with young people in some museums. They are conceptually form a cultural youth community that is interested in the history of art and collections, discussed art projects and regularly visited exhibitions. Classes in these clubs are attended regularly (once or twice a week). Basically, classes are held in different sections and each section has its own direction. Students with different levels of art training can get in these clubs. Great privileges are made for students in these clubs. For example, guys have an opportunity to visit the closed departments and storerooms, to get to the preview on the eve of the exhibition opening, as well as visit the historical nearest cities such as Novgorod, Pskov, Ladoga, Yaroslavl, Vladimir, etc. Apart from closed clubs there are some open. Various seminars, marathons and meetings with scientists are organized in open clubs.

Summarizing the expert interviews, it can be said that the museum, as a cultural structure, is constantly developing and resonating with its exhibitions and changes in the permanent exhibition (new forms of work; current problems). It also important to note that, the most part of young people are interested in contemporary art, and contemporary art is a phenomenon of a synthetic order which include music theater, cinema, fashion, and subcultures. Therefore, museums are selected important and artistic phenomena and they appear in its collection by the confluence of time. On the one hand, the museum is an assistant of a young man who reflects the phenomena of modern reality, on the other hand, the museum is a guarantor of high taste and high level of education.

4.2 Matrix

The main formats of museums ' work with young people were identified based on interviews with leading experts. Therefore, it was decided to analyze social networks and museum sites to support their opinion. 20 world-famous museum complexes (15 foreign and 5 Russian) were chosen for the analysis. To identify the services and formats of work with the youth audience, the analysis of social networks like Instagram, Facebook, VK, YouTube, Twitter and official websites of museums were carried out. Such sections as exhibitions and events, latest news, programs, collections, science and publications, projects, educational projects, media and excursions were analyzed. The formats of work with the youth audience were found in these sections.

As a result of the analysis of sites and social networks of museums, a matrix was built (Appendix 7). It includes 37 services aimed at young people. The matrix includes the most popular types and formats of interaction with young people, which were found in the biggest part of the museums, and the unique formats, which were found in one or two museums.

4.3 Model 4E

The matrix, which reflects various services and forms of work with young people, was divided according to the four elements of the model 4E (Appendix 8). Thus, Experience block includes 14 services, Exchange block includes 7 services, Everyplace block includes 5 services and Evangelism block includes 11 services. The most popular formats of interaction with the youth audience, which are found in 18-20 museums, in the Experience block are excursions; lectures; conferences and symposiums; libraries and databases for research and collections of research results, in Exchange block are discounts and benefits for tickets/season tickets (up to 30 years old), in Everyplace block are social networks (VK, Facebook, Instagram, YouTube, Twitter), blogs and website; ability to buy tickets online, in Evangelism block are exhibitions using new technologies (projectors, touch computers, sound, virtual reality glasses, games, 3D walks); applications dedicated to exhibitions and expositions.

Formats are found in 3-17 museums are displayed by radial diagrams (Appendix 9). Each radial diagram corresponds to one of the elements of interaction between museums and the youth audience, and each petal corresponds to one of the formats of work with young people. The point marked on the petal indicates the number of museums using this format.

The Experience block includes such services as master classes; discussion of works of art in a circle of like-minded people; short lectures at lunchtime or in the evening; practice and internship at museum; higher education, training courses, summer schools; exhibitions of contemporary art (graffiti, street art, pop-art, comic animation and fantasy art), Exchange block includes such services as receptions, evenings, thematic events; musical concerts and performances; film screenings; opportunity to touch works of art, Everyplace block includes such services as e-mail subscription; online study with games and projects; mobile applications (tracking the influx of visitors, exhibition schedule, meeting room schedule, ticket purchase, technical support), Evangelism block includes such services as free WIFI; interactive plan of the museum; application that allows to find information about the picture (pointing the phone to the work); online calendar with filters (by date or type of event); ability to download the audio guide on phone; virtual tour of the exhibitions.

It is important to note that, Experience and Evangelism blocks have more formats of work with young audience, while number of formats in Exchange and Everyplace are smaller.

4.4 Unique formats of interaction with young people

The most interesting formats which were found in 1-2 museums were assigned to a separate group. Further, the unique forms of work with young people was distributed in accordance with the museums that use them.

The Metropolitan Museum of Art: Dance performances (Hip-hop at the intersection with the middle ages); Collaborations with other museums (ticket discounts)

Louvre and The British Museum: Tours and exhibitions by films and books (Louvre - tour by the footsteps of the novel "the Da Vinci Code" heroes, the British Museum - tour by the film "Night at the Museum»)

Louvre: Engaging celebrities and stars for cooperation (Tour of the exhibits included in the clip Beyonce and Jay-Z filmed in the Louvre); Humor in the design of printed products

The National Gallery: Involvement of young people in the modification of the Museum (Organization of Young Producers)

The British Museum and The State Hermitage: Interaction with major digital companies (Samsung)

The State Hermitage and The State Russian Museum: Student union, student clubs

The Pushkin State Museum of Fine Arts: Associations, societies of graduates of clubs, clubs, courses of the museum

4.5 Survey of the “Student club of the youth center of the Hermitage”

The next stage was a survey of the “Student club of the youth center of the Hermitage” as a part of “Laboratory of Cultural Economics” of Higher School of Economics (Appendix 3).

If talking about the preferences of “Student club of the youth center of the Hermitage” in the consumption of cultural industry products, it can be distinguished the following trends:

1) The most popular formats of interaction with the museum were: exhibition (140 mentions, including 151 photo exhibitions), forum (71 mentions), festival (32 mentions, including 45 film festivals), theatrical performance (32 mentions), music concert (31 mentions), lecture (27 mentions);

2) Contemporary art has surpassed classical in popularity;

3) Street art is of the greatest interest among the directions of art for young people;

4) Young people are attracted by multimedia and "complex" formats of interaction. This is evidenced by the popularity of photo exhibitions and film festivals, as well as events created at the intersection of music, theater, cinema and literature;

5) Among the youth audience popular topics related to museums, art and culture of the world, culture and history of St. Petreburg, politics and fashion;

6) Special attention is paid by the youth audience to a pastime in museums in the circle of peers and associates.

Differences between the consumption of cultural products were observed after analyzing the responses of students of the student club. After analyzing the data, all the respondents will be divided into the following three groups depending on the level of their cultural background: professionals, advanced and interested. For instance, the group interested will be those who have not attended specialized schools or courses of the art, and their higher education does not relate to the art. The group advanced will be those who have graduated specialized schools or have finished courses in the arts, but their higher education does not relate to the art. Finally, the group professionals are those whose higher education relates to the art.

It can be seen a brief description of characteristics of the cultural products consumption by each group in the Appendix 10. The characteristic was made thanks to three qualitative answers:

1) “Are there other forms of communication with the Museum that You would like to use? (Specify which ones)”;

2) “Are there any cultural trends that You would like to learn about within the frameworks of studying in The State Hermitage? (Specify which ones)”;

3) “Why are you interested in this section?”.

The analysis of the survey results showed that these three segments have different motives and drivers for visiting the “Student club of the youth center of the Hermitage”. Consider each segment separately.

The professionals can position themselves through the culture products they consume. Their choice is based on professional interests. It is important to find a connect with consumed product of culture with their profession for most of them. It is also crucial to communicate with the professional community as like-minded people close in spirit and interests. Answers showing the connection with the profession ("I am a journalist") mean that professionals explain their interest and their choice of section through the fact that it is related to their profession. It means that they are looking for opportunities to develop their professional skills and it is important that the topics of lectures can be applied in the professional field and professional activities. Answers such as "I have always been a francophile" or "my life is connected with photography" show self-positioning and a special passion of professionals for the course topic that they have chosen. This means that this group is looking for different ways and methods to learn something new and delve into the study of the chosen topic. The most popular word describing why they chose this particular section is “LECTURER”. This means that the reason for choosing the section for most of them is the personality of the teacher and the quality of the knowledge gained.

Professionals are interested in interactive formats of interaction (webinars, application about pictures, magazines about pictures), they show the will to learn more about the work of museums and its employees (“learn from "the old guard"”) as well as spend more time in the museum. Professionals want to visit more special and practical formats of work such as conferences and competitions. They are attracted by niche areas of art such as philosophical and cultural aspects of art, jewelry, history of costume etc. It can be also paid attention to the fact that, the need for any knowledge related to art is very important for this group, because some of them choose sections in following way "all the other sections were already crowded on weekdays". It is important to note that, some professionals are similar to interested, if they begin to learn a new sphere for themselves. Thus, the word "INTEREST" shows that they want to better understand or learn something new in a completely different sphere for them: "I'm tired of studying artifacts, I want to learn arteacts."

The consumption of culture products is integrated for the advanced into their value system and lifestyle. Their focus of interest is wider than the focus of professionals, however at the same time they highlight preferable topics. Answers such as "it's important to be aware of what's going on" show that the advanced explain their interest and their choice of section through what they want to know everything that happens in the modern art world. This means that they are looking for opportunities to find the latest news and trends about art, ready to actively absorb new knowledge and information.

The most popular word describing why they chose this particular section is “LOVE”. This means that the reason for choosing a section is favorite and interesting topics for most of them. The advanced show vivid interest to open lectures, as their predilections have not settled. It is also important to note that, this group is in constant search of knowledge and information and people ready to try new things. The advanced are eager to be a part of the museum, so they show the volition to work in museums and interact with employees. This shows that they want to be actively involved in the life of the museum and take part in various activities related to culture.

As a rule, the interested study art under their own initiative, so they acquire fragmentary knowledge from different culture areas and time periods. As a result, they tend to systematize and deepen their knowledge. Their interests are not focused, and the driver of their consumption are satisfaction of curiosity, finding knowledge of new horizons of art, acquaintance with wider themes and needing for constant development. This is once again evidenced by the most popular word “INTERESTING”, describing why they chose this section. For this group, as well as for the group of professionals, the role of the teacher is very important, as they are concerned about the quality of knowledge.

Thus, the study of culture and art performs a recreational function. Therefore, the interested prefer formats of interaction of entertaining nature (quests, excursions), as well as online formats that reduce consumption costs (video lectures, webinars). They are interested in audio-visual forms of art such as movies, music and photos. It can be assumed that these formats help in most simple, easy and interesting to perceive and learn new information for them.

Based on these differences, the formats of interaction between museums and young people were also divided into three groups, which are presented in the form of radial diagrams. The formats were taken from the matrix that was compiled earlier. Each radial diagram corresponds to one of the segments (professionals, advanced or interested), each petal - one of the formats of work with young people. The point marked on the petal indicates the number of museums using this format.

The most common formats of interaction with professionals (Figure 9) are libraries and databases for research; applications dedicated to exhibitions and expositions; conferences and symposiums and exhibitions with new technologies. The least common formats among museums are societies of graduates of clubs and student clubs. Such formats of works as practice and internship at museum; higher education, training courses, summer schools; virtual tour of exhibitions and e-mail subscription are the services of average demand.

Figure 9. Formats of interaction with professionals

The most common formats of interaction with advanced (Figure 10) are exhibitions with new technologies. The least common formats among museums are involvement of young people in the modification of the museum. Such formats of works as online study with games and projects; application that allows to find information about the picture; virtual tour of exhibitions; short lectures at lunchtime or in the evening are the services of average demand.

Figure 10. Formats of interaction with advanced

The most common formats of interaction with interested (Figure 11) are open discussion of art works in the circle of like-minded; musical concerts and performances and exhibitions with new technologies. The least common formats among museums are dance performances; engaging celebrities and stars for cooperation; tours and exhibitions by films and books. Such formats of works as short lectures at lunchtime or in the evening; film screenings; online study with games and projects; application that allows to find information about the picture are the services of average demand.

Figure 11. Formats of interaction with interested

4.6 Excel analysis

For the verification of the H01.1, H01.2 and H01.3, related to socio-demographic characteristics of the three samples respondents, one-way distribution double paired t-test with unequal variance was used. The choice of the method of data analysis could be explained with the binary nature of the major part of analyzed variables, the differences between the analyzed samples volumes, and the intention to analyze arrays containing several variables. Before the t-test analysis the arrays were checked for presence of correlations between the variables that they contained. The results of the correlation tests for The Hermitage sample, The Russian Museum sample, and the sample of youngers that did not visit the museums student clubs are depicted in the Table 3, Table 4, and Table 5 accordingly.



Table 3

Correlation test for The Hermitage

x	Age	Sex	School city	Education stage
Age	1
Sex	-0.18353	1
School city	-0.00878	0.059485	1
Education stage	0.51145	0.066013	-0.069	1

Table 4

Correlation test for The Russian Museum

x	Age	Sex	School city	Education stage
Age	1
Sex	0.137598	1
School city	-0.225598	-0.14685832	1
Education stage	0.401985	-0.00055006	0.015979	1

Table 5

Correlation test for Not visitors

x	Age	Sex	School city	Education stage
Age	1
Sex	-0.2053978	1
School city	0.27742819	-0.05831	1
Education stage	0.37243243	0.037965	0.13	1

The correlation test shows that on the p-level = 0,01 a positive correlation between the variables “Age” and “Education stage” could be noticed in all the samples. For The Hermitage student club sample it is equal to 0,5, for The Russian Museum student club sample it is equal to 0,5, and for young adults that did not visit the museums student clubs sample it is equal to 0,37. As the correlation link is observed in all samples, it will not have an impact on the reliability of t-tests results.

The Table 6 shows the results of t-tests between The Hermitage student club audience, The Russian Museum student club audiences, and people that did not visited the museums student clubs in terms of socio-demographic characteristics of the samples respondents. All the parameters are greater than the critical mean equal to 0,05, that means that the hypotheses H01.1, H01.2 and H01.3 could not be rejected. Thus, the samples of The Hermitage student club audience, The Russian Museum student club audiences, and people that did not visited the museums student clubs could be recognized as belonging to the same General population in terms of socio-demographic characteristics of the respondents.

Table 6

T-tests of socio-demographic characteristics of the samples respondents

Combinations	t-test
The Hermitage and The Russian Museum	0.452647928
The Hermitage and Not-visitors	0.23401925
The Russian Museum and Not-visitors	0.193098

Verification of the H02.1, H02.2 and H03 was based on 10 factors, related to the facts if during the last two years (the period of time that the respondents visit the chosen museum student club) the respondents of the museums started to: visit The Hermitage or The Russian Museum more often (without taking into account the classes in the museum student club); visit theaters, cinema, creative spaces, museums and libraries more often; spend more money for visiting cultural events; search information about cultural-artistic educational platforms more active; visit electronic resources related to culture and art more often; be especially interested in any cultural-artistic themes or directions. Testing of the presence of the correlation links between the 10 factors shows that even on the p-level equal to 0,01 the correlation links are obtained between the different factors of The Hermitage student club, The Russian Museum student club, and young adults that did not visit the museums student clubs samples data arrays. The results of correlation tests for The Hermitage, The Russian Museum and Not visitors arrays are depicted in the Appendixes 11, 12 and 13 accordingly. Thus, t-tests could not be applied to the arrays. To verify the hypothesis, the chi squares method was used. To conduct the chi squares tests there were created three contingency tables (Table 7, 8 and 9 for the samples of The Hermitage, The Russian Museum and Not visitors), that depicted frequency distributions of respondents ' answers for each of the three samples.

Table 7

Contingency table for The Hermitage

x	The Russian Museum, ans	Theaters, ans	Cinema, ans	Creative spaces, ans	Museums, ans	Libraies, ans	New themes, ans	Spendings, ans	Educational platforms, ans	Electronic resources, ans
1 (agree)	54	63	59	73	99	46	65	61	85	90
2 (disagree)	52	43	47	33	7	60	41	45	21	16

Table 8

Contingency table for The Russian Museum

x	The Hermi- tage, ans	Theaters, ans	Cinema, ans	Creative spaces, ans	Museums, ans	Libraies, ans	New themes, ans	Spendings, ans	Educational platforms, ans	Electronic resources, ans
1 (agree)	77	64	41	64	89	55	70	63	85	88
2 (disagree)	25	38	61	38	13	47	32	39	17	14

Table 9

Contingency table for Not Visitors

x	The Russian Museum, ans	The Hermi-tage, ans	Theaters, ans	Cinema, ans	Creative spaces, ans	Museums, ans	Libraies, ans	New themes, ans	Spendings, ans	Educational platforms, ans	Electronic resources, ans
1 (agree)	39	56	56	61	57	60	26	58	55	65	55
2 (disagree)	67	50	47	43	49	44	77	48	51	41	51

The tables were tested by pairs, thus there were conducted 3 chi squired tests, result of which are shown in the Table 10. All the values are less than the critical meaning equal to 0,05. Thus, the H02.1, H02.2 and H03 could be rejected at the significance level equal to 0.05. The refutation of the H02.1 and H02.2 means that the influence that The Hermitage and The Russian Museums clubs have on the ways that the museums audiences contribute cultural products differs from zero. The rejection of the H03 means that the statistically significant difference between the effects that The Hermitage and The Russian Museums clubs have on the ways that the museums audiences contribute cultural products could be obtained.

Table 10

Chi-squire tests for the H02.1, H02.2 and H03

Combinations	Chi squired tests
The Hermitage and The Russian Museum	2.41207e-10
The Hermitage and Not-visitors	4.86574e-38
The Russian Museum and Not-visitors	3.57802e-30

To reveal which factors contribute to the difference between the effects of The Hermitage and The Russian Museums clubs a range of additional chi square tests based on the same contingency tables was done. There were conducted 10 chi squared tests, pairwise comparing the distribution frequency of The Hermitage and The Russian Museum samples respondents' answers for each factor. The results of the tests are represented in the Table 11.

Table 11

Chi-squire tests for revealing factors that contribute to the difference between the effects of The Hermitage and The Russian Museums club

Factor	Chi squares
The Hermitage or The Russian Museum	1.9429E-09
Theaters	0.411827151
Cinema	0.000856068
Creative spaces	0.165469165
Museums	0.048492754
Libraries	0.024364852
New themes	0.089219886
Spendings	0.320582392
Educational platforms	0.331975467
Electronic resources	0.564971647

The results show that four out of ten factors have the values of chi square tests less than the critical value equal to 0,05. That means that the four factors to a greater extent make up the difference between the effects of The Hermitage and The Russian Museums clubs have on the ways that their audiences contribute cultural products. The first factor is the frequency of The Hermitage or The Russian Museum (depending on which student club the respondent is) visiting without taking into account classes at the student club. According to the contingency tables of the museums (Table 7 and 8), attendance at classes of the student club of The Hermitage has a greater positive effect on the factor rather than attendance at classes of The Russian Museum student club. The second factor is the frequency of visiting cinemas. According to the Tables 7 and 8 visiting classes in The Russian Museum student club has a positive influence at the factor, while visiting The Hermitage student club classes has no positive influence. The third factor is the frequency of visiting museums by audiences of The Hermitage and The Russian Museum student clubs audiences. Both museums student clubs have a positive influence on the factor, but the influence of The Russian Museum is greater, respectively to the contingency tables. The fourth factor is the frequency of libraries visiting. While the attendance at The Russian Museum student club classes has no positive effect on the factor, the fact of attendance on The Hermitage student club classes has.

To verify the H04.1 there was used chi squire test as the main aim of the analysis was the comparing of respondents' answers frequency distribution by 18 categories that depict formats of cultural events. The Table 12 shows the frequency distribution for the museums. Even on the stage there are seen the difference between The Hermitage and The Russian Museum student clubs audiences preferences, as The Russian Museum is not represented by 4 categories (literary evening, creative evening, party, and performance), while The Hermitage is not represented by the only one - meeting.

Table 12

Frequency distribution of cultural events formats that the respondents of The Russian Museum and The Hermitage student clubs visit

Formats	The Russian Museum, ans	The Hermitage, ans
Exhibition	113	104
Film	16	18
Festival	13	38
Theatre	21	20
Opera	6	2
Ballet	6	5
Music concert	15	11
Meeting	3	-
Dance concert	1	1
Lecture	10	11
Work-shop	3	4
Conference	1	4
Discussion	3	6
Literary evening	-	2
Creative evening	-	1
Party	-	2
Performance	-	3
Other	4	2

On the basis of the Table 12, there was conducted a chi square test, the value of which was equal to 0.010495634, that is less than the critical meaning equals to 0,05. The result leads to the rejection of the H04.1. It means that in terms of cultural events formats visited by The Hermitage and The Russian Museum student clubs learners, the museums audiences could be recognized as different ones. In order to see the, what categories make up the difference the was conducted an additional stage of analysis - conditional formatting of the data with color scales. As the exhibition category was the most numerous what distorted the result of the analysis for both museums, the category was excluded from the analysis stage. According to the conditional formatting analysis there was found that the most popular formats of cultural events for The Russian Museum student club audience are (in order of popularity decreasing): theater, film, music concert, festival and lection, while for The Hermitage student club audience there are (in order of popularity decreasing): festival, theater, film, lection and music concert. Despite the fact, that the lists of the most common formats of cultural events visited by listeners of The Hermitage and The Russian Museum student club are approximately the same, the preferences within each of them are arranged by different ways.

Examination of the H04.2 was built on the chi square test for the same reason as the verification of the H04.1 was. There was created the respondents answers frequency distribution table - Table 13 - that shows the reasons explaining why the respondents chosen The Hermitage or The Russian Museum. The differences between the museums are already noticeable on the level of the amount of categories, in which the museums are represented or not. Thus, The Russian Museum student club audience did not named the three codes: no alternatives, previous experience with the museum, and museum space while The Hermitage student club visitors did not named the two codes: individual approach, and no barriers to enter.

Table 13

Frequency distribution of reasons explaining why the respondents of

The Russian Museum and The Hermitage student clubs have chosen the museums

Codes	The Russian Museum, ans	The Hermitage, ans
Atmosphere	8	2
For free	3	9
Interaction with the museum	2	3
Friends	6	7
Individual approach	2	-
Collection	33	15
Love for the museum	15	3
Learning materials	12	9
Location	1	5
No alternatives	-	3
Previous experience with the museum	-	4
No barriers to enter	3
Lecturers	31	22
Museum space	-	5
Possibility to professional development	2	5
Schedule	5	9
Reccomendations	8	10
Sections	18	22
Museum status	2	28
Classes formats	13	7
Well organized	7	3

The further chi square test was conducted on the basis of the Table 13. The value was equal to the 6.92428e-20 what is less than critical value equal to 0,05. Thus, the H04.2 was rejected. It means, that there are differences between the reasons, explaining the choice of the museums as educational platforms in the cultural-artistic sphere done by the audiences of the museums student clubs. To identify the difference in detail, the conditional formatting of the data with color scales was applied to the frequency distribution table. As the result o the stage of analysis there were clarified the most common reasons for choosing the museums student clubs by their listeners. For The Russian Museum there are (in order of popularity decreasing): collection, lecturers, sections, love for the museum, classes formats, learning materials. For The Hermitage there are (in order of popularity decreasing): museum status, sections, lecturers, collection.

The H04.3 was examined with the help of chi squired test as the t-test could not be applied because of the differences in correlation links between The Hermitage and The Russian Museum data arrays variables. The results of the correlation test for The Russian Museum and The Hermitage arrays are shown in the Appendix 14 and 15 accordingly. As a base for the chi square frequency distribution tables were created - Tables 14 and 15 for The Russian Museum and The Hermitage respectively.

Table 14

Contingency table for The Russian Museum

x	Feet the education, ans	Feet the profession, ans	Schedule convenience, ans	Classes formats diversity, ans	Museum reputation, ans	Interaction with museum workers, ans	Lecturers scientific regalia, ans	Certificate, ans	Adherents, ans
1 (agree)	60	58	90	90	83	91	64	38	42
2 (disagree)	44	46	14	14	21	13	40	66	62



Table 15

Contingency table for The Hermitage

x	Feet the education, ans	Feet the profession, ans	Schedule convenience, ans	Classes formats diversity, ans	Museum reputation, ans	Interaction with museum workers, ans	Lecturers scientific regalia, ans	Certificate, ans	Adherents, ans
1 (agree)	47	49	85	81	81	92	52	40	43
2 (disagree)	54	52	16	20	20	9	49	61	58

The chi squired test based on the Tables 13 and 14 was equal to 0.019385, that is less than the critical value equal to 0,05. Thus, the H04.3 is rejected. It means that during the choice of educational platform in the cultural-artistic sphere, The Hermitage and The Russian Museum student clubs audiences are paying attention for the different values. To reveal the differences between which values contribute to the total established difference, there were done a range of additional chi square tests. In order to do it the values were compared by pair from The Hermitage and The Russian Museum frequency distribution tables. The results of the chi square tests are represented in the Table 16.

Table 16

Chi-squire tests for revealing the differences between values that The Hermitage and The Russian Museum student clubs audiences are paying attention while choosing an educational platform in the cultural-artistic sphere

Values	Chi square
Feet the education	0.019595
Feet the profession	0.125656
Schedule convenience	0.460731
Classes formats diversity	0.094264
Museum reputation	0.752572
Interaction with museum workers	0.181091
Lecturers scientific regalia	0.035472
Certificate	0.47521
Adherents	0.584436

There are two codes, which values of chi square are less than the critical meaning equal to 0,05. It means that the difference established during the verification of the H04.3 is based in the differences in codes feet the education and lecturer scientific regalia. Thus, according to the frequency distribution tables, for The Russian Museum student club audience the fact of the classes theme and the education specialization coincidence play an important role in the choosing process of the educational platform in the cultural-artistic sphere, while for The Hermitage student club audience it is not. The value related to the lecturers scientific regalia is important for both museums student club audiences, but the greater impact the value has on the choice of The Russian Museum student club audience rather than on the choice of The Hermitage visitors.

For the verification of the hypotheses H05.1.1, H05.1.2 and H05.1.3 The Hermitage student club sample was divided into three sub-samples regarding to the cultural background of the respondents. There were: professionals, advanced and interested. The volumes of the sub-samples are equal to 59, 22 and 20 accordingly. Because of the insufficient samples sizes, the t-tests could not be conducted. Thus, to analyze the data the method of chi square test was used.

In order to test the H05.1.1 there was created a frequency distribution table of The Hermitage student club audience answers linked with the question about formats of the most popular among the audience cultural eventsm divided by the sub-segments - Table 17.



Table 17

Frequency distribution of cultural events formats that the respondents of The Hermitage student clubs sub-segments visit

Formats	Professionals, ans	Advanced, ans	Interested, ans
Exhibition	67	21	16
Film	11	3	4
Festival	25	4	9
Theatre	10	6	4
Opera	1	1	-
Ballet	3	2	-
Music concert	6	4	1
Meeting	-	-	-
Dance concert	-	-	1
Lecture	8	2	1
Work-shop	2	1	1
Conference	3	-	1
Discussion	5	-	1
Literary evening	1	1	-
Creative evening	1	-	-
Party	-	-	2
Performance	-	2	1
Other	2	-	-

Then, on the basis of the Table 16 there were conducted three chi square tests by the pairwise combining of the sub-samples. The results of the tests are presented in the Table 18.

Table 18

Chi-squire tests for the H05.1.1

Combinations	Chi squares
Professionals and advanced	1.5596E-44
Professionals and interested	3.57217E-55
Advanced and interested	0.482441602

The chi square tests meanings between professionals and advanced, and professionals and interested are less than the critical meaning equal to 0,05, thus, the H05.1.1 rejected. The meaning of the chi square test between advanced and interested is greater than the critical meaning. It means that in terms of cultural events formats visited by professionals, advanced and interested, the last two sub-segments could be united in the frameworks of The Hermitage sample, but the sub-segment professional differs from them.

For the examination of the H05.1.2 there was created frequency distribution table for the answers of The Hermitage student club audience on the question related to the reasons of choosing an educational platform in the cultural-artistic sphere divided by the sub-segments - Table 19.

Table 19

Frequency distribution of reasons explaining why the respondents of The Hermitage student clubs sub-segments have chosen the museums

х	Professionals, ans	Advanced, ans	Interested, ans
Atmosphere	2	-	-
For free	4	5	-
Interaction with the museum	3	-	-
Friends	3	1	3
Individual approach	-	-	-
Collection	9	3	3
Love for the museum	1	1	1
Learning materials	4	5	1
Location	4	1	-
No alternatives	1	1	1
Previous experience with the museum	4	-	-
No barriers to enter	-	-	-
Lecturers	13	6	4
Museum space	3	2	1
Possibility to professional development	5	-	-
Schedule	4	4	1
Reccomendations	4	2	4
Sections	17	-	6
Museum status	16	8	4
Classes formats	5	2	-
Well organized	1	1	1

Based on the Table 19 there were conducted three chi square tests by the pairwise combining of the sub-samples. The results of the tests are shown by the Table 20.

Table 20

Chi-squire tests for the H05.1.2

Combinations	Chi squares
Professionals and advanced	0.00035405
Professionals and interested	1.6487E-14
Advanced and interested	0.0310044

All the chi square tests meanings are less than the critical meaning, thus the H05.1.2 is rejected and all the sub-segments could be recognized as different in terms of reasons of choosing an educational platform in the cultural-artistic sphere divided by the sub-segments within the framework of The Hermitage sample.

To verify the H05.1.3 linked with the values taken into account while The Hermitage student club audience is choosing an educational platform in the cultural-artistic sphere, the respondent answers, were presented in the form of frequency distribution tables, divided by the sub-segments - Tables 21, 22 and 23 for professionals, advanced and interested.

Table 21

Contingency table for The Hermitage sub-segment professionals

x	Feet the education, ans	Feet the profession, ans	Schedule convenience, ans	Classes formats diversity, ans	Museum reputation, ans	Interaction with museum workers, ans	Lecturers scientific regalia, ans	Certificate, ans	Adherents, ans
1 (agree)	37	38	48	44	44	54	30	22	25
2 (disagree)	22	21	11	15	15	5	29	37	34

Table 22

Contingency table for The Hermitage sub-segment advanced

x	Feet the education, ans	Feet the profession, ans	Schedule convenience, ans	Classes formats diversity, ans	Museum reputation, ans	Interaction with museum workers, ans	Lecturers scientific regalia, ans	Certificate, ans	Adherents, ans
1 (agree)	6	7	20	18	21	21	12	8	11
2 (disagree)	16	15	2	4	1	1	10	14	11

Table 23

Contingency table for The Hermitage sub-segment interested

x	Feet the education, ans	Feet the profession, ans	Schedule convenience, ans	Classes formats diversity, ans	Museum reputation, ans	Interaction with museum workers, ans	Lecturers scientific regalia, ans	Certificate, ans	Adherents, ans
1 (agree)	4	4	17	19	16	17	10	10	7
2 (disagree)	16	16	3	1	4	3	10	10	13

On the basis of the tables by pairwise comparison there were conducted three chi squared tests, the results of which are shown in the Table 24.

Table 24

Chi-squire tests for the H05.1.3

Combinations	Chi squares
Professionals and advanced	2E-195
Professionals and interested	2.8E-270
Advanced and interested	0.002034

All the values of the chi square tests ae less than the critical meaning, thus the H05.1.3 is rejected. It means, that respondents of all the sub-segments within The Hermitage sample pay attention on the different values while choosing an educational platform in the cultural-artistic sphere.

The same stages were conducted for the examination of the H05.2.1, H05.2.2 and H05.2.3. The volumes of the sub-samples were equal to 64, 21 and 19 for the professionals, advanced and interested respectively. Thus, the analysis of the data was done with the help of the chi squired tests for the same reason as in the case of the verification the H05.1.1, H05.1.2 and H05.1.3

The frequency distribution for the H05.2.1 is represented by the Table 25.

Table 25

Frequency distribution of cultural events formats that the respondents of The Russian Museum student clubs sub-segments visit

Formats	Profesionals, ans	Advanced, ans	Interested, ans
Exhibition	71	25	17
Film	7	9	-
Festival	10	4	5
Theatre	9	4	8
Opera	2	3	1
Ballet	3	1	2
Music concert	8	2	5
Meeting	2	-	1
Dance concert	1	-	-
Lecture	6	3	1
Work-shop	1	1	1
Conference	1	-	-
Discussion	1	1	1
Literary evening	-	-	-
Creative evening	-	-	-
Party	-	-	-
Performance	-	-	-
Other	4	-	-

The results of the chi square test are demonstrated by the Table 26.

Table 26

Chi-squire tests for the H05.2.1

Combinations	Chi squares
Professionals and advanced	1.27359E-18
Professionals and interested	1.81311E-34
Advanced and interested	0.505153221

The meanings of the chi square tests are less than the critical meaning for the combinations of professionals and advanced, and professionals and interested. Thus, the H05.2.1 are rejected. However, the value of the chi square test for the combination of advanced and interested is greater than the critical meaning. It means that in terms of cultural events formats visited by professionals, advanced and interested, the last two sub-segments could be united in the frameworks of The Russian Museum sample, but the sub-segment professionals differs from them.

The frequency distribution for the H05.2.2is represented by the Table 27.

Table 27

Frequency distribution of reasons explaining why the respondents of The Russian Museum student clubs sub-segments have chosen the museums

х	Profesionals, ans	Advanced, ans	Interested, ans
Atmosphere	5	2	1
For free	1	2	-
Interaction with the museum	1	1	-
Friends	3	-	3
Individual approach	1	-	1
Collection	23	5	4
Love for the museum	10	3	2
Learning materials	9	2	1
Location	-	-	1
No alternatives	-	-	-
Previous experience with the museum	-	-	-
No barriers to enter	2	1	-
Lecturers	17	8	5
Museum space	-	-	-
Possibility to professional development	1	1	-
Schedule	4	-	1
Reccomendations	5	-	3
Sections	9	5	4
Museum status	2	-	-
Classes formats	9	2	2
Well organized	3	1	3

The results of the chi square test are demonstrated by the Table 28.

Table 28

Chi-squire tests for the H05.2.2

Combinations	Chi squares
Professionals and advanced	1.3652E-22
Professionals and interested	3.8061E-46
Advanced and interested	0.99870507

The meanings of the chi square tests are less than the critical meaning for the combinations of professionals and advanced, and professionals and interested. Thus, the H05.2.2 are rejected. But the value of the chi square test for the combination of advanced and interested is greater than the critical meaning. It means that in terms of the reasons of choosing an educational platform in the cultural-artistic sphere the sub-segments advanced and interested could be united in the frameworks of The Russian Museum sample, but the sub-segment professionals differs from them.

The frequency distributions for the H05.2.3 are represented by the Tables 29, 30 and 31 for professionals, advanced and interested accordingly.

Table 29

Contingency table for The Russian Museum sub-segment professionals

x	Feet the education, ans	Feet the profession, ans	Schedule convenience, ans	Classes formats diversity, ans	Museum reputation, ans	Interaction with museum workers, ans	Lecturers scientific regalia, ans	Certificate, ans	Adherents, ans
1 (agree)	53	51	57	56	52	57	42	28	26
2 (disagree)	11	13	7	8	12	7	22	36	38

Table 30

Contingency table for The Russian Museum sub-segment advanced

x	Feet the education, ans	Feet the profession, ans	Schedule convenience, ans	Classes formats diversity, ans	Museum reputation, ans	Interaction with museum workers, ans	Lecturers scientific regalia, ans	Certificate, ans	Adherents, ans
1 (agree)	4	4	15	17	13	17	10	3	7
2 (disagree)	17	17	6	4	8	4	11	18	14



Table 31

Contingency table for The Russian Museum sub-segment interested

x	Feet the education, ans	Feet the profession, ans	Schedule convenience, ans	Classes formats diversity, ans	Museum reputation, ans	Interaction with museum workers, ans	Lecturers scientific regalia, ans	Certificate, ans	Adherents, ans
1 (agree)	3	3	18	17	18	17	12	7	9
2 (disagree)	16	16	1	2	1	2	7	12	10

The results of the chi square test are shown by the Table 32.

Table 32

Chi-squire tests for the H05.2.3

Combinations	Chi squares
Professionals and advanced	0
Professionals and interested	0
Advanced and interested	3.46E-16

All the values of the chi square tests are less than the critical meaning, thus the H05.2.3 is rejected. It means, that respondents of all the sub-segments within The Russian Museum sample pay attention on the different values while choosing an educational platform in the cultural-artistic sphere.