The relevance of the problem under study is due to the lack of consensus in the scientific socio-humanitarian community about the content of the concept of "edutainment". The article is aimed at identifying the variety of terms used, identical to edutainment and theoretical understanding of the processes taking place in the field of museum communication. The research method is comparative analysis, which allows to compare definitions and highlight their common and specific components. The main results of the article present the approaches in modern education to determining the content of the edutainment technology in the museum space. The materials of the article can be useful in preparing lecture materials for students in a wide range of socio-humanitarian programs, when choosing a methodological approach in pedagogical, museological and cultural studies.