Anna Pluszyńska

Monitoring of Online Audience. Previous Practices of Public Museums in Poland

A crisis situation – which the COVID-19 pandemic undoubtedly is – becomes an opportunity to shift the perspective and propose or even enforce new management solutions. The intensification of museum activities in the virtual world forces the need to ask again questions about audience segmentation, motivation and interaction (Noehrer et al. 2021). Although public cultural institutions (including museums) see the need for conducting audience research, in practice, they focus on counting attendance (Ćwikła et al. 2020). In addition, they are focusing on recipients visiting the buildings of the institution. Therefore, this article aims to answer the question of whether public museums in Poland monitor attendance during online events, on social media and on the website, and if so, what data are taken into account? Based on the interviews and questionnaires, I also tried to find out what are the difficulties in counting audience online. Finally, I make recommendations, including the need to create a measurement system in which different weights will be assigned to different types of audience engagement, including “active” indicators.

JEL: M0, M4, Z1

What do We Know about Staff of Cultural Institutions? A Systematic Overview of Polish Literature

The goal of this article is to showcase the current state of research and the emerging tendencies in analyses concerning the staff of cultural institutions, while providing a systematical overview of the literature. Staff of cultural institutions was defined as persons employed in cultural organisations (of public, private and NGO character) whose work begins there where the predisposition of the employed artists ends and whose work plays a vital role in creation, distribution and protection of culture. Based on the previous research one can conclude that the topic of staff of cultural institutions is addressed by the authors, its analysis, however, proves to be fragmentary and oftentimes superficial.

This paper describes crowdsourcing as a concept of using the knowledge and skills of virtual communities. The analysis focuses on the case study of the polish, cultural Open Monuments Project. The Open Monuments project was initiated in 2012 by Centrum Cyfrowe Projekt: Polska. Its main goal was to encourage Poles to verify and add information on the monuments featured in the Polish national monument register, which often lacks current addresses, exact dates when particular monuments were constructed, or data which was not required in previous years (e.g. GPS coordinates). The effect of the community work became a springboard for the development of a nationwide website. Today, each monument featured on the website has its own separate page, and Internet users can add information, upload photos and documents, and submit “non-encyclopedia” content, i.e. trivia, legends, or anecdotes. The overriding goal of the paper is to shed some light on the factors that motivate Internet users to engage in social crowdsourcing.   

Copyright management – introduction

The present article is an attempt to analyze the process of formation of copyright management models. It’s aim is also to analyze the role which individual artists, collective management organizations and publishers play in this process. The author describes here both the directions, the creation and the exploitation of creative work results (propriety approach and “free culture” approach) and reviewes the currently available forms of copyright management..

The essence of management, is the confident and efficient use of resources, the organization’s and the means to achieve certain goals. The advertising agency, in addition to human resources also has financial, tangible and intangible resources. However, of particular interest is intellectual property rights which has economic value and gives the advertising agency a powerful competitive edge. It is significant, therefore, that the management of intellectual property is effective. In this article, the author attempts to illustrates what the process involves.