ZBIGNIEW HERBERT IN THE CONTEXT OF CONGRESS DILEMMAS ON MASS AND ELITE CULTURE
The author considers one of the issues discussed during the VI Congress of Polish Culture (September 23–25, 2009). The first part constitutes a report on conference proceedings and an attempt to answer the question whether culture should be addressed to the masses or whether it should be elitist? In the second part of the paper, the author attempts to answer the above question by referring to the thought of Zbigniew Herbert – poet and essayist.
The author of this article proposes two types of culture (distinguished on the basis of previous arguments). The first  is the intellectual culture (creative), the second is the integral culture (relational). Both together make up the common culture, understood in the broadest sense. The both of them could be developed by the proper cultural policy of the state.

SEARCHING FOR THE MEANING OF CULTURE MANAGEMENT
The debate concerning contemporary culture management reveals a variety of approaches It is the outcome of different paradigms and values, individual experiences and also of the ambiguity of the word culture and the imprecise understanding of the role which management should play. Finding a common space for trade-off is important and necessary. It requires answering the following questions: what does it mean to manage culture? Who is a culture manager? The aim of this paper is to try to provide some answers to these questions. The major clues are the functional approach to culture assets and perceiving man as a carrier of culture. The study was supplemented with a few aspects of the theory of organization and management, mainly concerning the praxeological understanding of organizational effectiveness

CULTURE OBSERVATORY – IDEAS, POSSIBILITIES
The subject of the article focuses on the field of culture observatory in the context of culture management (very fashionable approach in last few years).
The author describes many years of experience in this field in different countries and organizations, among others, her own experiences in ENCATC Working Group: Cultural Observatories and Cultural Information and Knowledge. She also tries to analyze the Polish experiences and presents her own refl ections on the topic.

MANAGEMENT OF THE SPACE OF HISTORIC CITIES AS A METHOD OF PROTECTING AND SHAPING CULTURAL HERITAGE (BASED ON THE EXAMPLE OF CRACOW)
Management of the city’s development is a complicated and multi-dimensional process. In the case of historical cities it becomes an even more complex issue, because the protection of the cultural heritage is a basic problem which local authorities have to deal with. In that context the development of a settlement entity takes on a new light, in which not only the elements inseparably connected with its proliferation (resulting from the increase of the number of inhabitants, people’s economic activity, new land development – for example on the needs of the municipal infrastructure), but also the necessity of retaining a historical district’s authenticity have to be considered. The point is that one should focus not only on the spatial prevention of isolated quarters, but represent a much wider approach aimed at: the prevention of the cultural landscape understood as a complex structure consisting of the anthropogenic form of the municipal substance, the green space inside the city and the organic elements of natural landscape in its outskirts. Only this point of view on space permits a rational management of it.

DOES KRAKOW STAND A CHANCE TO BECOME A FLOURISHING EUROPEAN THEATRE CENTRE? DELIBERATIONS ON KRAKOW’S POTENTIAL IN THE CONTEXT OF THE DISTRICT STRATEGICAL PLAN OF CULTURAL DEVELOPMENT IN KRAKOW
Looking for the priorities for the strategy for culture development in Krakow, the author presents the potential of contemporary Krakow as a theatre center. Analyzing the situation of municipal theaters, the author pays attention to the rich tradition of the theatre in Krakow, its role in the Polish theater history, the numerous and famous theatre festi-vals, as well as a rich human potential – prominent and creative Krakow artists (actors, theatre directors, stage designers). She draws attention to the fact that the latter wereoften forced to act in old, degraded buildings, which had little in common with the stand-ards of the XXI century. After the period of great investment in municipal museums in Krakow, the author thinks that the theatres should now become the most important object of care for thelocal authorities in this city. Trying to count the private theatres in Krakow, the author pays attention to the great difference between the number of private theaters in Warsaw and Krakow, especially the theatres, which have their own stage. In recent years, thelocal authorities in Krakow have not shown much interest in the private theater and its projects in this city.

SENSATIONAL HEADLINES ON NEWS WEBSITES AND THEIR INFLUENCE ON THE INCREASE OF THE CLICK THROUGH RATE
The paper „Sensational Headlines on News Websites and Their Influence on the Increase of Click Through Rate” is an attempt to answer the question whether the sensational content of headlines may infl uence visitors’ decisions as to which news to read. The analysis of the sensational content of news headlines-links (their intensity, form, location on the website) suggests that such headlines may in fact be a well-prepared marketing tool, which aims at attracting the highest possible number of visitors, since reaching a guaranteed click through rate and a certain number of sub-page views allows one to acquire and bind advertisers to the website. The survey described in this paper is a preliminary research study. Although it appears that the use of emotion-affecting headlines is not incidental, the initial analysis cannot yet prove that it is a premeditated strategy of website operators. Therefore, the presented paper should be considered a starting point for further necessary research.

CREATIVITY BARRIERS IN ORGANIZATION. A STUDY IN THE POLISH MEDIA SECTOR
The article describes a research study devoted to creativity barriers in the Polish media sector. The Creativity Barriers Questionnaire, based on American Work Environmental Inventory was used. The questionnaire has 60 items in 10 scales of creativity inhibitors. Precise description of this tool is presented. The scales reliability and theoretical validity are appropriate.The subjects were 180 persons, working in Polish media and representing two national Polish newspapers, a private radio station and public television. Among them, there were regular and administrative employees as well as employees in executive positions.The results show that authoritarianism, limitations of free will, ineff cient communication and lack of resources, are among the most common barriers. A recognition of creativity inhibitors may improve organization and, as consequence, lead to greater satisfaction and efficiency of the staff.

THE MISSION OF REGIONAL PUBLIC TV STATIONS IN POLAND
The greatest mission of public TV should be forming or even building a civic society because democracy does not exist without it. In this article informative, recording,inspiring and educational mission of the programmes broadcast by TVP Katowice isanalysed. It seems that the case of TVP Katowice has clearly def ned the role of regional public television in the field of collective and local life and its signif cance in supporting, moderating and strengthening local links. It has proved that that regional public broad-caster is able to realize the mission assigned by the legislator. Through its activity it also contributes to building a civic society. Therefore this specific feature should be perceived as the basis of quality and a potential source of its competitive advantage

THE FRENCH MUSEUM ACT
The history of the public museums in France began at the end of the XVIII century, when the ravages caused by the French Revolution made it clear that the cultural heritage had to be protected. In 1791 the National Assembly decided to make the ancient royal collection of art accessible to the public and to create a national museum in Louvre. In 1802 the French government commenced the policy of museum foundation in the provinces, on the basis of the deposits of national collections of art. In 1882 the existing museums were divided into two categories – national and municipal or departmental, while in 1945 they were divided into three categories – national, classified and controlled. At that time, the museum was defi ned as a permanent collection, rendered accessible to the public, consisting of works of artistic, historical or archeological value. In the second part of the XX century a growing variety of museums and their collections had led to the necessity of creating a new defi nition of this institution as well as of new rules aimed at their protection. In 2002 a new law on the museums of France was introduced; it defi ned the rules of museum activity as well as the scope of state protection and control on them. A new defi nition of a museum was also elaborated. It was now defi ned as a permanent collection, composed of value whose conservation and presentation is in public interest and whose goal is to inform, educate and entertain the society. In 2004 the law on the museums of France became an integral part of the Code of the Heritage (Code du Patrimoine) in which all the laws and decrees concerning the protection of cultural values, archives, libraries, museums, archeological excavations, historical monuments as well as protected places and landscapes, were assembled. In the Code, the existing regulations were simplifi ed and set in order, and the defi nitions of two important notions – namely that of cultural heritage and of national treasure – were introduced

ETHNOGRAPHIC LABORATORY ASSOCIATION – ETHNOGRAPHY IN THIRD SECTOR
The Ethnographic Laboratory Association was created in 2006 by students and graduates from the Institute of Ethnology and Cultural Anthropology at the University of Warsaw. The organization has undertaken steps aimed at the protection and promotion of cultural heritage, encouragement and support of creative local initiatives, social communication, promotion and raising awareness of the perception of cultural phenomena and integration of the environments of young researchers of culture. In 2009 we completed two major projects: “Open-air museums in Poland in Internet” and “ARAA – Academy of Development of Animation Activities.” Thanks to their implementation and success, the Ethnographic Department became recognizable and highly valued among the NGOs, as well as among the cultural and scientific institutions.

FINANCING HIGHER EDUCATION – MODELS IN THE WORLD – THE CZECH REPUBLIC
The article discusses the financial system of higher education in the Czech Republic. At the beginning the financing trends of Czech higher schools in the years 1997–2005 are presented and subsequently: the current, general economic problems, the system of social benefi ts for students with the analysis of advantages and disadvantages of the existing mechanisms. The article closes with a chapter devoted to the reform of the system of higher education which has been initiated and to the new financing methods that are being planned.

POSTGRADUATE STUDIES IN CULTURE MANAGEMENT IN THE YEARS 1996–2010. BEGINNINGS, EXPANSION, GRADUATE’S PROFILE
The article describes how Postgraduate Studies in Culture Management run by Jagiellonian University in Kraków came into existence. The course started from the initiative of professor Emil Orzechowski Ph.D. and has been run invariably for 14 years by the Department of Culture Management which is a part of Jagiellonian University Management and Social Communication Faculty with its head office at 8 Market Square.
Everyone who is interested in gaining or broadening their knowledge of how to manage culture is invited to take part in the course. The curriculum – thanks to a lot of effort and work in order to improve it - has been adjusted to students’ needs and expectations. The studies let the employees of the cultural sector improve their professional qualifications and make them sensitive to crucial matters essential for the cultural development of the country. The main idea of studies is to integrate people who deal with culture.
The second part of the article is devoted to creating a graduate’s profi le of Postgraduate Studies in Culture Management run by the Jagiellonian University. Starting with the motivating factors that drive students to choose a particular course, through a sociological study of course participants (age, sex, place of living, completed courses, place of work, position at work), a description of how SMOK (Association of Culture Managers and Organizers), created from the initiative of the students in 2007 came to life, and ending with describing students’ expectations connected with the duration of studies and their impact on the graduates’ professional career development. The list of graduates of Postgraduate Studies in Culture Management compiled by the Jagiellonian University, and published in The Chronicle of Culture Management, together with their thesis titles has been attached to the article.

DAS KONZERT „POLNISCHE ZEITGENOSS ISCHE MUSIK” ALS EINE DER METHODEN DER VERBREITUNG UND BEFÖRDERUNG DER KULTUR. (PROJEKTR EALISIERUNG – DAS KONZERT )
Sowohl die Verbreitung als auch die Promotion der Kultur werden durch konkrete Projekte realisiert
Der Anfang jedes Vorhabens, nicht nur auf dem Gebiet der Kultur, ist die Zielsetzung und die Bestimmung des genauen Einsatzplanes. In diesem Artikel wurde ein Organisationsmodell besprochen, das sich auf die sechs Phasen von G.Hagoort stützt. Durch die Anfangsphase: Ziel-Idee-Einfall- die detaillierte Analyse der Zeit-, und Lokalmöglichkeiten, die gemeinsam die Phase des Defi nierens bilden, durch den Entwurf, also die Bearbeitung des genauen Planes und die Bestimmung der strategischen, taktischen und Operationspläne, und endlich durch die Vorbereitungs-, und Realisationsphase wird der genaue Realisationsverlauf des Projektes „Polnische zeitgenossische Musik“ dargestellt. Jedes Projekt auf dem Gebiet der Kultur könnte erfolgreich werden unter der Bedingung, dass es richtig geführt und verwaltet wird. Das ist der Kernpunkt dieses Artikels.

THE METHODS OF PROMOTING CRITICAL EDITIONS – THE CASE OF DZIEŁA WSZYSTKIE BY CYPRIAN NORWID
Dzieła wszystkie of Cyprian Norwid is the first critical edition of the writings by Cyprian Norwid. For that reason, all the texts featured in the edition are to be accompanied by the critical apparatus including: editor’s comments, lists of variants of the texts, and explanatory notes. The Institute for the Study of Norwid’s Writings has conducted a promotional campaign, including a wide spectrum of actions e.g. organizing conferences and meetings, distribution of the publications, involving various media etc. Yet, however extensive, the aforementioned promotional activities are still regarded as insufficient. A nationwide campaign for promoting the critical edition ought to be launched. Its main objectives should be: reaching a larger audience, specifying the campaign slogan, and choosing the appropriate media. Still, to conduct such a campaign one is required to overcome such diffi culties as: insuffi cient funding, irregular publishing frequency, high price of publications and a low number of potential consumers. It is, nonetheless, essential for Polish culture that such campaigns take place. This thesis discusses the methods of carrying out such a campaign.

RESTORING TO PADEREWSKI HIS HOUSE IN THE HOMELAND. THE MANOR HOUSE IN KĄŚNA DOLNA. THE PADEREWSKI CENTRE TARNÓW–KĄŚNA DOLNA
The Manor House of Ignacy Paderewski in Kąśna Dolna, which remains under the supervision of the Paderewski Centre, is a resiliently operating institution of culture which combines the functions of a biographical house and a concert centre. The manor house not only makes the composer’s residence accessible to tourists, but also organizes concerts, festivals and music workshops; it popularizes the knowledge of the artist, collects and publishes the documentation of musical activity from the voivodship of Tarnów. Broad, international concert activity of the Centre, particularly important during the process of Europe’s unifi cation, plays an important role in getting to know the native cultural heritage; furthermore, it introduces Paderewski and his art into the Polish cultural landscape and emphasizes his universalism and world significance.

CONTEMPORARY LIFE OF MOUN TAIN FOLKLORE. EXAMPLE OF IN TERNATIONAL FESTIVAL OF HIGHLAND FOLKLORE IN ZA KOPANE
Folklore, mountains, mountaineering people, dance, music, festivity, amusement, festival village, promotion, tourism are the key words, which for decades have illustrated the characteristics of the cultural landscape of Zakopane – the capital of the Polish Tatra Mountain region, called Podhale. Yet above all these words could be regarded as sui generis signs, which for 40 years have been creating the image of one of the oldest Polish and European International Festivals of Highland Folklore [Międzynarodowy Festiwal Folkloru Ziem Górskich (MFFZG)]. The following paper is an attempt to outline the history of the Zakopane Festival, its management, structure and ideological background, as well as its role in shaping the folklore and culture of the whole of Podhale region.
In the summing up the author lays emphasis on the fact that in spite of the many turbulences and impediments that the organizers had had to confront from both the grass roots and the people in power, the Festival survived the test of time and is doing well today. At present it is a prestigious folklore event and one of the most popular tourist attractions in Zakopane, which draws masses of folk enthusiasts/fans from all over Poland and abroad. They visit the festival to “experience an exciting adventure and spend time together with highlanders from different parts of the world”. However, this is not everything, as apart from the carnival atmosphere, the educational promotional and commercial aims, the Festival is also an important event to the local people called Górale. They perceive it as an important annual holiday, during which they can present their traditional culture, and therefore simultaneously strengthen their sense of belonging and their regional identity

THE NATIONAL MUSEUM OF THE VILLAGE OF „DIMITRIE GUSTI” IN BUCHAREST
The purpose of this article is to describe the history and activities of one of the most interesting ethnographical museums in Romania – The National Museum of the Village of ,,Dimitrie Gusti”. The origins of this museum go back to the XIX century when, on the wave of an interest in the folk character, the Romanian researchers and enthusiasts of folklore commenced the action of collecting ethnographical exhibits in the villages of Romania. In the XX century the museum created one of the richest ethnographical collections in Romania. After the fall of the Ceauşescu regime, this institution underwent various changes in the effect of which in terms of its management and program of activity, the museum now belongs to one of the leading ones in Romania.
The latest trends in museology are resorted to, where one tries to combine harmoniously various scientific, educational and popularizing elements for the management of this institution. Attempts are also made to create certain economic mechanism which would serve its mission.

THE MUSEUM OF ST. JOSEPH SEBASTIAN PELCZAR IN CRACOW
Dedicated to Saint Józef Sebastian Pelczar (1842–1924), professor and rector of the Jagiellonian University, founder of the Congregation of the Servants of the Most Sacred Heart of Jesus, and bishop of Przemyśl, the museum boasts an interesting collection of his manuscripts, letters, first editions, memorabilia and personal belongings. The museum features the life and career of J. S. Pelczar by documenting his accomplishments with photographs, pictures and relics, focusing on his many years in Krakow.
The idea of founding the museum arose at the beginning of the 80-ties of the XX century in connection with the process of canonization and a wider interest in the personage of J.S. Pelczar. This place has its own character. It presents a collection of memorabilia whereas the sheer variety of the exhibits constitutes an attempt to reconcile the educational and formational function of the museum. The exposition is addressed to a wide range of visitors and has the character of a permanent exposition. Temporary exhibitions are organized but occasionally at the museum and are related to the activity of the Congregation of the Servants of the Most Sacred Heart of Jesus.
Visitors to the above-mentioned museum can also become acquainted with the person who cocreated the congregation together with St. J.S. Pelczar, that is with venerable mother Klara Ludwika Szczęsna; in the last part of the museum they can see some mementos related to Pope John Paul II, who the sisters of the congregation attended to when he was bishop of Cracow and afterwards when he moved to the Holy See in the Vatican.

A LOSS. THE JEW IN MODERN POLISH ART
The essay entitled „A Loss. The Jew in Modern Polish Art” was meant to serve as a comment upon Rafał Betlejewski’s quasi-artistic media action „Tęsknię za Tobą, Żydzie”. The analysis of this social phenomenon aimed at proving, that Poles (as a nation and as a Culture) will never be able to forget the Jew living in their minds and hearts, in their memories and everyday lives. The Jew – just like any other alien – is an indispensable component of our identity. Nevertheless, time has verified the enthusiasm for Betlejewski’s project – for becoming immersed in the media glory, he seems to have forgotten about the subtle boundary-line that separates profound symbolism and meaningless shallow and illegitimate repetition. Together with the burning of the barn in Zawada, the hopes for building a new language of public debate on multiculturalism had also gone up in smoke. However, the author hopes that this does not deprive the essay of its importance and topicality.

RETURN IN ORDER TO REMEMBER… ANNA FENBY TAYLOR AND THE ZOFIA KOSSAK FOUNDATION
The authors talk with Anna Fenby Taylor, granddaughter of Zofia Kossak-Szatkowska, the Polish writer. Anna Fenby Taylor is one of the initiators of the Zofi a Kossak Foundation in Górki Wielkie. She was born and raised in Britain, where she graduated from the Faculty of Medicine, University of London. However, for several years she has been a more frequent visitor to Górki Wielkie (Cieszyn Silesia region) rather than to her English home. Her strong will to save the legacy of her grandparents, the life and work of Zofia Kossak, the desire to rebuild from ruins the Kossaks’ eighteenth-century mansion made her decide along with her husband to renovate and hand it over to cultural and tourist needs. Anna Fenby Taylor tells about the history of the place and the stages which had led to the creation of the Culture and Art Center “Dwór Kossaków” (The Kossak Mansion) in this place.

CULTURAL AND PHILOSOPHICAL ASPECTS OF THE CULTURAL HERITAGE OF HISTORICAL LANDSCAPES, PARKS AND GARDENS
This article treats of parks and gardens as carriers of culture and philosophy. For thousands of years, a garden has been looked upon as an inseparable element of a human abode which bears in itself a testimony to the human development and way of life. Unfortunately the awareness of the role of gardens is currently perceived mainly by specialists from this field, and as a result of this, gardens are being shifted to the margin of issues for the promotion of cultural heritage. The aim of this text is to present some sociological and philosophical aspects of cultural heritage of parks and gardens. Such an approach to the topic allows one to perceive the special dimension of the cultural heritage of gardens, whose extraordinary character can be noticed only once it is understood what the art of gardening consists in.