Abstract. This article explores the potential of social media as a driver of human capital formation in the context of cultural digitalization. Drawing on theoretical approaches to human and cultural capital, the study analyzes how digital communication strategies employed by cultural institutions may contribute to the accumulation of human capital. Special attention is given to the educational, communicative, and motivational functions of social media, as well as their role in reducing barriers to cultural participation. The activity of theatres in digital space is considered as a case study. The article demonstrates that social media can foster cultural engagement, enhance audience motivation, and expand the reach of cultural institutions. The author concludes that further applied research is necessary to assess the effectiveness of digital strategies in the cultural sector in terms of their impact on human capital development.

Key words: social media, human capital, cultural capital, cultural digitalization, theatre, culture, audience engagement