%0 Journal Article
%T Culture and cultural animation in the context of political and business activities
%A Szulborska-Łukaszewicz, Joanna
%J Culture Management
%V 2012
%R 10.4467/20843976ZK.12.002.0616
%N Volume 13, Issue 1
%P 31-46
%K Culture Management, Culture Animation, Culture Manager, Animator, CCR-CSR, Patron, Sponsor
%@ 1896-8201
%D 2012
%U https://ejournals.eu/en/journal/zarzadzanie-w-kulturze/article/kultura-i-animacja-w-kontekscie-dzialan-politycznych-i-biznesowych
%X 
	The article is related to competences and tasks of culture animators and culture managers in the contemporary world. Despite the diversity of tasks and functions between them, there are also competencies needed by both. These competencies are essential in solving a number of similar problems encountered in their work. One of the main problems is the issue of „profit”, understood in a broad sense far beyond the purely mathematical operation, although referring to the economy as the art of rational management of resources in order to add them together. For both the culture animator and the culture manager, the main idea consists in the multiplication of social resources, social potential, investing in human capital through co-creation of cultural events and programs animating community. It is therefore necessary to redefine the concept of profit (in the context of activity of the culture manager and animator), i.e. the perception of profit in two dimensions – a social and an economic one (a social profit achieved by the efficient use of resources of each type, including financial and social capitals).
	The ethics of the culture animator and the culture manager relate to many areas: creating educational offer, cultural events and animation activities programming, responsibility for the range of products and services, their safety (in the context of mass culture), building lasting relationships with customers based on trust, quality, and adequate promotion of the projects, programs, products and services, as well as diagnosing social needs. Contrary to what J. Gajda wrote, the objectives of the activity of culture manager and animator, are not set in opposition to each other. In both cases, the objectives cannot be achieved, if the means and methods have been in conflict with the principles of the Code of Ethics. Cultural managers and animators, should inspire the same way of the understanding culture and its role in human life, especially as „Paideia”. Only at a later step as a product, but a product of special value, not only attractively packaged.
	An important issue is also the question of the evaluation of the social impact of the animator’s and manager’s work in the context of the spent funds. There is a lack of effective, objective and measurable indicators for monitoring and evaluating their work. Another problem is the reference to the principles of corporate social responsibility – in the absence of a uniform system of values. The paper was presented at the conference „The Managerial Trends in the Culture Animation”, 27th, May 2010.