The changing world of digital media has had a huge impact on museum marketing strategies. To- day, it is virtually impossible to knowingly build the image of an institution without the use of social media. The analysis of the content posted on social media of Polish national museums will allow to define the nature of the relations built by these organizations with the social environment. However, another aspect of the presence of social media in museums is no less important: it is not only about information, marketing or image issues; social media are an important element of a consistent cre- ation of museums’ identity. A strong sense of self-identity is essential for museums not only to survive but also to thrive in an increasingly demanding world.

JEL: M3

The aim of the article is to analyze the Information Security Strategy of Ukraine in the context of the current documents on that matter. The document presents exogenous and endogenous threats to the information environment of the Ukrainian state and proposes measures to combat them: protection of the information space, ensuring effective strategic communication of Ukraine, development of media education, shaping Ukrainian civic identity, and information reintegration of Ukrainian citizens living in the temporarily occupied territories. The actions taken by the Ukrainian society after the aggression of the Russian Federation in Ukraine on February 24, 2022 prove that the implementation of strategic documents on information security is highly effective.

JEL: F0, M0, Z1, D8

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

The aim of this paper is to explore how scientists create their image, based on the example of academic teachers working at Polish research universities. Academic teachers are co-creators of the image of the higher education. They are also indirectly responsible for the image of science, the field of study, the scientific discipline they represent, its reception and importance for society. The issue of creating the image of scientists needs to be deepened in the field of scientific literature. The analysis provides a perspective of humanistic management, which main topic are areas directly related to human aspects in managing organizations. The aim of the study was to find an answer to the question of how scientists create their image, as well as to other specific questions. There were qualitative methods used – interviews, as well as quantitative – questionnaires. The research indicated that scientists focus on creating their image by conducting regular scientific research, providing access to their publications, popularizing knowledge and science and developing a network of contacts. For these purposes, they most often use the internet and social media. Their presence in the media is usually used to confirm media agenda. Threats posed by the image shaping of scientists include the creation of pressure and the possibility of experiencing negative comments and criticism.

JEL: D8, M1, Z1