STRATEGII MANAGERIALE RAPORTATE LA PUBLICUL CONTEMPORAN
MANAGEMENT STRATEGIES RELATED TO CONTEMPORARY AUDIENCES

Summary/Abstract: The concern to define one's purpose well, to be efficient but also sustainable has accompanied man throughout his existence. Good management has always required special qualities: wisdom, skill, vision, competitiveness and communication. But when it comes to the arts, public communication as receiver and final beneficiary is the key. This makes cultural management an art in itself, a craft. This skill, beyond any data, professional training or experience, available human resources, financial support, repertoire variety, requires a knowledge of the audience's attitudes and communication aimed at gaining their understanding and acceptance. In this paper, we try to understand beyond the economic and administrative side, the role and influence of the audience in the management of a modern-day cultural institution and how they determine artistic production both as repertory policy and artistic performance. The subjectivity of the listener, socio-cultural factors, the educational process of audience perception, the growing dependence on image in musical production, which is intended to be more than a show-concert immixture.

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