Applications of new media in the activities of creative sector entities and in the decision-making processes of culture recipients.
The processes of value management in the cultural sphere, which include defining, shaping, communicating and offering it to cultural participants, are strongly influenced by new technologies. They expand the possibilities of realizing artistic and marketing visions and concepts, as the goal of technology management becomes the creation of a value spiral, in which what is possible in the sphere of new technologies will inspire what is advisable in the sphere of value management for the participant of culture, and vice versa. This is reflected in the concept of technological determinism, as well as in the ongoing changes in the behavior of cultural participants and the virtualization of participation in culture. With the development of technoculture, techno-optimism has emerged, but at the same time technophobia and anxieties about new technologies. In particular, they concern the quality of algorithms and the data that feed them, as well as the phenomenon referred to as the so-called filter bubble, which consists in Internet users closing themselves in isolated worlds and using content that is consistent with their existing attitudes. In this context, a research gap is revealed concerning the nature of the relationship between culture and technology, as well as the role and applications of the Internet in the decision-making processes of culture consumers and in the marketing activities of cultural institutions in Poland. Bearing in mind the need for a holistic approach to the studied problem, the research procedure has been based on the idea of triangulation of qualitative and quantitative empirical research, which is carried out among creators, chief executives, artistic directors/managers, marketing/promotion/sales managers and owners of cultural institutions, as well as cultural participants. So far, the research process has been carried out in the stream of qualitative research: 3 focus group interviews with cultural participants and 8 in-depth individual interviews with artists and managers of cultural institutions, and in the quantitative research stream: 321 computer-assisted telephone interviews (CATI) with representatives of cultural institutions. A quantitative survey of cultural participants was also conducted; it was carried out using ePanel among 456 cultural participants.