Cultural Management 2.0

The Internet has become the essential media for daily work of cultural management professionals. Its richness of contents and the fast evolution of technologies do even exceed the capacity of adaptation and decision of the professionals due to the wide range of possibilities that the Internet offers. It is in this new context where technologies and cultures get mixed up as cultural institutions cannot play the same roles as they did in the analogic world. Not only the classical functions of conservation, research, commission or exhibition have to be valued, but also in the role of broadcasting, doors to communication 2.0 should be opened, getting into the social networks, not only sharing but also listening what the users have to say. This new step has to be managed by institutions that are able to understand and add the new philosophy 2.0 in their corporative and communication culture. It is not longer one-way communication as the role of the users is essential. The author will analyse the strategies and models of some institutions that have incorporated digital practices and culture in their organizations and communication and therefore, the way they connect with their different audiences (Creators/artists, users and other organizations.) have changed.