Information and promotion of the Bagatela Theatre in Krakow as perceived by viewers (research report)

Abstract

The article presents a report from research aimed at capturing the reception of information and promotion among the audience of the Bagatela Theatre in Krakow, with particular emphasis on the current profile of the recipient of culture and the change in their behavior in the area of ​​using new media in the area of ​​access to information about the cultural offer. The study used two research methods – analysis of content posted in electronic media by the Bagatela Theatre in Krakow and a diagnostic survey conducted among the audience of the Theatre identifying current sources of information that they most often use in search of information about the theater offer. The research results revealed that the development of the Internet and social media have significantly influenced and continue to influence the change in behavior in the area of ​​searching for information about the theater offer. Theater audiences search for information mainly on the Internet, including social media.