Rola i znaczenie aktywności online użytkowników mediów społecznościowych w kształtowaniu wizerunku instytucji kultury

Abstract

Role of the internet in popularisation and promotion of culture: The article discusses changes in the area of culture related to promoting and distributing cultural content on the internet, as well as transformations concerning flow of cultural content, practices of participation in culture and new business models, that emerged in this sphere. Statistics on the usage of media, including TV and the internet, in Poland were examined. While presenting changes in distribu- tion and related new business models, focus was put on the effects of content overproduction and numerous channels of distribution, resulting in the grow- ing role of filtering mechanisms. It has also been shown, how the use of the internet supports participation in culture offline, and the relevant mechanisms have been pointed. Raising popularity of the internet, diversification of chan- nels to access cultural content and more democratic, in comparison to the old media, ecosystem, with lowered entry barriers, belong to the crucial aspects of the changes discussed. Among conclusions, the role of the state in this new system, as well as and the place for the Internet in the broader model of civic participation are discussed.