NEW ROLES OF AUTHORS AND READERS: AUTOMATION AND MANAGEMENT OF COMPLEX READING AND WRITING PROCESSES
/in Themes /by Kcs21blAAReading and writing have been perceived as processes characterized by individualism and intimate cognition. Technological progress changes these basic postulates and introduces possibilities for collaboration in reading and writing processes. This paper presents a literature review of selected knowledge gathered so far on the processes of reading and writing and defines new concepts of Reading 2.0 and Solitary reader. These concepts should add to understanding of the changes that are now possible and comprehending ups and downs these changes bring to reading and writing processes. The paper presents technological achievements allowing for machines to be involved in text creation and text analysis. New possibilities for increasing efficiency and effectiveness of text usage and creation are introduced. Basics needed for optimal implementation of new technologies are also discussed. Uncertainty that goes hand in hand with novelties is also considered and a proactive approach is advocated for those professionally involved with reading and writing in a dynamic environment that changes almost daily.
PR IN CULTURE – CULTURE IN PR
/in Themes /by Kcs21blAANational cultural institutions (especialy those in the public domain) still lack a systematic approach to PR planning. There are several reasons to this situation: Passive and closed organizational structures remaining from the comunistic period (particulary in public institutions of local communities); Financial instability causing uncertainty of current positions as well as absense of initiative for organizational reform and new employment plans; General judgement that stratified PR is not needed in the cultural field and could be simply integrated into marketing functions. PR is still treated as a synonim for marketing, promotion or media relations and it is usualy related to temporary projects and programs. For better positioning of cultural institutions in their communities a strategic aproach to PR is obligatory. It offers a way to improve their reputation and attract more potential sponsors and donors. On the other hand, private companies must recognize cultural projects as reliable for future sponsorships and donations. Investing in culture brings a particular kind of reputation in public and improves the position of the companies among major stakeholders and finally, it contributes to the long-term business success. Representatives of research institutions are also stakeholders that should get involved in creating a platform for further improvement of PR planing as well as investing in culture. By carrying out researches related to these important topics, they could put important data to use for cultural planners in cultural institutions as well as on higher levels.
BLOG AS A NEW MEDIA IN THE PR FUNCTION IN CASE OF BITEF THEATRE BLOG
/in Themes /by Kcs21blAAIn the contemporary world most people depend on information communicated via the Internet through websites, emails or blogs, so the traditional relationship between an individual and the media has changed substantially. Whether an organization will progress rapidly, is related not only to its ability to establish a traditional public relations, but also to the question whether this can be accomplished in an online environment. The blog of the Belgrade International Theatre Festival (www.bitef-blog.rs) is the only active blog of institutions and organizations of culture and art in Serbia used to PR purposes, and can therefore serve as a positive example and a model.
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Еmail: info@zaprokul.org.rs
