Abstract:

Introduction:
Digitalization, conversion, convergence of information and communication networks and systems, new media, as well as their immediate implementation in educational technologies, create conditions for building a new generation of technology platforms. An integral part of our daily lives are social networks and media, and they in turn are a new way to attract the public to cultural heritage outside of traditional cultural institutions. Twitter, Facebook, Pinterest, Instagram, Flickr, LinkedIn, Tumblr, YouTube allow users to create, share, exchange content, participate in virtual communities to preserve, protect and promote cultural heritage. These processes in the context of today’s fast-paced global world require competencies that are the prerogative of higher education.

Goal:
This paper examines how learning in university environment helps society to be truly involved in the heritage decision-making process to bridge the gap between art accessible only to scholars and art in the hands of the public.

Methodology:
The new media is turning into a world revolution. The new sets of standards and services in the author’s interface of social media are changing the paradigm of methods of using the Internet. The evolving model is now understood as a multi-channel model in which the Network serves as a medium that connect cultural heritage organizations, university communities, professionals and ordinary users. This horizontal link of like-minded people is closely linked to the new trends in IT education and cultural heritage and is revealed in this paper.

Presentation:
Thanks to the innovative methods of teamwork through social media and networks, we participate in the new activities of cultural institutions and their users. The opportunities for improvement and enrichment of learning methods are huge – from tourism to science. Tourists get acquainted with cultural/historical artifacts and attractions and share photos and comments via their mobile phones, accompanied by hashtags and localization on social networks. Thus, they become a kind of data source that can be integrated into traditional guardians of knowledge. The creativity of students and the passion to be part of social media and networks are a prerequisite for training in specialties focused on the study of cultural heritage to become an effective tool for the formation of cultural memory. The fact is that social media, as an integral part of the latest global changes – colour revolutions, disasters, spontaneous protests, are a platform for momentary attraction of attention and interest. Then why not be a field for presenting current archaeological excavations, restoration works, project studies, ethnographic collections, etc. Or to give access to vulnerable, fragile or inaccessible heritage, through digital reconstructions or virtual presentations/exhibitions. And then to open the door to science.

Results and Conclusion:
The protection and defence of cultural heritage is a concern of government and cultural institutions that develop detailed strategies and programs, but do not always implement them successfully, due to insufficient financial resources, political issues, lack of legal regulation. In response to these problems, social media can play an active role in promoting the preservation of cultural heritage around the world through motivated users who are competent to defend the cause and identify with good educational practices on this topic.

Keywords:

Cultural heritage, new media, social networks, higher education, virtual reality.