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Cultural Management 2.0
Abstract
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.
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