Društvene mreže kao alat komunikacije u kulturi

Digitalna revolucija iz dana u dan uvodi nove platforme koje podrazumijevaju brzu prilagodbu. Kulturne institucije poput muzeja, galerija i knjižnica sve više upotrebljavaju društvene mreže kako bi održali komunikaciju s postojećim i došli do novih, potencijalnih posjetitelja. Cilj je rada prikazati kako se kultura prilagođava tehnološkom napretku i usvaja navike koje joj pomažu postati kompetitivnom u današnjem digitalnom svijetu. Za razliku od svoje misije, kultura se počinje nalaziti na prekretnici na kojoj je potrebno odlučiti treba li štovati tradiciju institucije ili okrenuti se ciljnoj skupini koja je zainteresirana za nove oblike prenošenja znanja koje donosi sveprisutna digitalna revolucija. Iako vođenje društvenih mreža kulturnim institucijama može oduzimati vrijeme, one dugoročno produljuju muzejsko, galerijsko i kazališno iskustvo nakon što se vrata institucije zatvore. Bez obzira na svoje tradicionalne stavove, kultura u današnjem stalno promjenjivom okruženju pozitivno pristupa digitalnim promjenama i nastoji biti u korak s tehnologijom koja proširuje njene mogućnosti i produljuje iskustvo.The digital revolution introduces new platforms that require quick adaptation to keep up with time. Cultural institutions such as museums, galleries and libraries increasingly use social networking sites to maintain communication with their existing visitors and new, potential ones. The goal of this paper is to show how culture adapts to the technological advances and adopts habits to become competitive in today’s digital world. Unlike its mission, culture is finding itself on a turning point where it is necessary to decide whether to stay true to its tradition and respect it or to turn to its target group that is more interested in the new ways of sharing knowledge brought by the everywhere present digital revolution. Every approach to something unknown has its risks, but also great benefits. Although keeping social networks can take away the time and seem pointless to cultural institutions, long term they exceed the experience of museums, galleries and theatres after they close its doors. Social media continues the communication about what’s been seen and experienced through photos on social media and the ability to comment and start a conversation. Regardless of its traditional attitudes, culture is positively approaching digital changes in today’s changing environment and strives to be up to date with technology that extends its capabilities and experience