Od posmatrača do ravnopravnog učesnika
From a Spectator to an Equal

Repositioning of Cultural Institutions’ Consumers

Summary/Abstract: One of the main factors which influence the evolution of audience from a mere spectator to a body which has a grave influence on Creative industry, a body which is conditioning many changes in ways things are done, was consumerism on the one hand, and on the other a rapid advancement of technology in all fields which followed. This research will present the overview of newly born needs which triggered off a creation of a never-seen-before relationship between audience and cultural institutions. The primary goal of this paper is to point out that for the first time in the history of mankind, not only that the audience/consumers of Creative industry have a choice, but a great influence on production and dominant values of contemporary culture. This research will deal with the current most influential audience: Generation Y. It will be argued that due to their addiction to the digital surrounding, new set of values, needs and expectations, goals and entire management of cultural institutions has transformed. In order to be recognized by this relatively young and powerful generation, cultural institutions found themselves before the biggest challenge so far: adjusting to their audience or embracing the fact that they will soon disappear.

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