The object of the research in the article is virtualization of the space of a modern museum as a new model of communicative culture. The interpretation of the museum as a center for storing historically significant relics - forms of cultural memory in order to present and study them acquires a more voluminous content within the new paradigm, ensuring the influence of museum communications on the real cultural process. Based on the research of domestic museologists (Z. A. Bonami, T. M. Troshina, A. V. Smirnov, etc.), the author considers the processes of modifying the museum as a social institution in the era of globalization and digitalization and proves that thanks to network technologies, its functionality: the museum has turned from a repository and review of artifacts of the past into an open interactive space focused on dialogue with the visitors, awakening their creative activity and intellectual potential.