Słowa kluczowe: cultural studies, university management, media management, system approach, new area of research, methodologies and research tools, structure of the media organizationsmedia management, structure of the media organizations, information as product, information management, reserch of information consumers, media product, construction of new information, needs of information consumers, site-centric research, user-centric research, information usability research, permanent eval, copyright, management, author, collective management organization, publisher, proprietary approach, free culture, culture management, researches, culture policy, culture economics, public culture institutions, municipal cultural institutions, cultural policy, Krakow, crisis, public culture institutions management, Krakow municipality