The Internet has changed considerably in recent years. Long gone are no longer one-dimensional distribution channel, but an active communication and dialogue through media platforms, systems, and the target audiences away. In place of static sites with well-controlled flow of information (Web 1.0) connect increasingly more dialogical concepts that are slogans such as "Web 2.0", "Social Media, Real Time Web "or" computing ubiquos turn "and with tools such as blogs, Facebook, Twitter, YouTube, etc. work.
In fact, the horizon has opened up with Web 2.0, a new self-understanding of the social use of the Web. The user is no longer just a passive recipient, but will be perceived in the digital space and involved. New communication patterns and strategies, but also information and publication methods are emerging that are changing our culture sustainable. For cultural institutions this involves paradigms converted to a new authenticity and transparency, but also a new contact with the audience ("digital relations ") and the National Network in the context of the digital public. If our cultural institutions want to participate in public life, mediation and dialogue are not only in the sense of a target group communication to the core business, but the communication itself must also be part of the services offered.
is becoming clear these checks reveal that marked "Web 2.0" is not only a new component in the marketing mix, but as a platform for a digital society also calls for new items of cultural mediation. We understand the media creativity and connectivity as a cultural difference, so we are on the way of a push to a pull-Gesellschaft. The museums as "continuous Platforms for discourse and dissemination of knowledge ", as" agents of cultural education "and" places of discourse must "develop sustainable approaches that meet their own requirements and opportunities, but also the changing demands of the public. In fact, it's about more than just a task for marketing, press or technology. It's about self-understanding of each organization with regard to his authority and his willingness to visitor participation. Therefore, the contents of the communication via Web 2.0 are rooted not only in the press and marketing, but quite elementary to take from among the cultural institutions.
The conference addresses these issues and examined in discussion with experts and users, current implementations of Web 2.0.
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