Abstract:

The creative economy is one of the sectors of economic policy that is a driving force for socio-economic development. The creative economy is the link between culture, technology, the economy, and the social environment. It focuses on service products with creative content and cultural value. Culture and creativity go hand in hand. Creativity is the ability to create something. It is creativity that is why new and unknown things arise. It is a set of multiple abilities of imagination, talent, creativity, and passion. We can say that creativity is the key to innovation, and innovation is the driving force behind growth, prosperity, and the now-increasingly mentioned sustainability. Human creativity has no boundaries is limited only by imagination. Most imagine creativity only in the cultural sector, but we can find it in all areas and can solve political, social, technological, and economic problems. The purpose of the paper is to present the results of an empirical study devoted to the use of new technologies in marketing communication of selected cultural institutions - galleries. Research at individual and regional level has focused on the use of social networks by galleries during the pandemic and the possibilities for audience expansion.