Page 140 - AC/E's Digital Culture Annual Report 2015

Cultural business models on the Internet1401. Incorporating, as part of the development of our cultural programmes, the establishment of models of correspondence that involve offering and receiving, and of consecutive chains of action. The social fabric is enriched when citizens are regarded as an active part of the production of culture and not as a passive audience that needs to be cultivated.2. Not resigning ourselves to number of elec- tronic visits or likes as factors for measuring success that will determine the assignation of resources to programmes.3. Fostering a deep interaction between the communities to which we cater. Experience should become significant, and we can progressively create a rich Internet culture. Internet communication is superficial in nature because there is no awareness that, or of what, we share; it speaks of our culture as individuals and as a nation.4. Assigning resources in accordance with schemes in which what has value is the trans- formation of information into knowledge.5. Training our artists in the creative and critical adoption of digital technology, where the formal languages of each discipline are enriched and reconfigured. With short-term programmes to update and refine the artistic, technological and literary languages needed to produce flexible and quality content.6. Equipping artistic and cultural producers with skills in areas of entrepreneurship, so that they can also become economically productive.7. Promoting an institutional culture of shar- ing; sharing in all possible ways, freely and with new systems of charges and payment for production; sharing everything – con- tent, knowledge, memories, information – in a data format that keeps our heritage alive, optimises the investment carried out by institutions, citizens’ organisations and individuals, and is accessible to the applica- tions that continually arise.8. Establishing economic models for each cultural project. Knowing the necessary investment and the returns to be obtained. Understanding that sharing has a cost, even if the action is free.9. Bearing in mind that data are a new raw material for cultural production, for the dissemination and development of social programmes. Content consisting of and with open data is what is “in” today.10. Overcoming fear of expiry and the ephemeral. When consciously adopted, digital technology is the perfect tool – at the moment – for perpetuating the greatnessof cultures and for sowing its seeds in the Internet which, until we populate outer space, is the biggest public space in the world.The transgressive power of sharing