COMMUNICATION WITH THE PUBLIC IN CULTURAL MANAGEMENT

Komuniciranje z javnostmi je za kulturne institucije bistvenega pomena. Pomembno vpliva na njihovo delovanje in stopnjo uspešnosti. Predmet diplomskega dela je bilo komuniciranje z javnostmi v kulturnih institucijah, s poudarkom na družbeni odgovornosti teh institucij. V teoretičnem delu smo uporabili deduktivni pristop in predelali ustrezno slovensko in tujo literaturo. Pri študiji primera smo uporabili etnografsko analizo s sodelovanjem, pri analizi kulturnih institucij v Sloveniji pa intervjuje. Ugotovili smo, da se kulturne institucije zavedajo pomena komuniciranja z javnostmi in mu zato namenjajo več časa in pozornosti. Več časa namenjajo tudi družbeno odgovornemu ravnanju in uporabi komunikacijskih orodij.Communication with the public is of crucial importance for cultural institutions because it considerably influences their performance and success rate. The subject of this thesis is communication with the public in cultural institutions, with emphasis on their social responsibility. In the theoretical part of the thesis we used a deductive approach and reviewed the adequate Slovenian and foreign literature. We used the ethnographic analysis with cooperation in the case study, and interviews in the analysis of cultural institutions in Slovenia. We have noted that cultural institutions are aware of the importance of communication with the public and that they consequently devote more time and attention to such communication. They also dedicate more time to socially responsible behaviour and to the use of communication tools