ADAPTIVE Managamement of the Theatre: musical beetween institution and the market

Abstract

Nowdays, it has become impossible to study theater isolation, apart from the new social and cultural phenomena:globalisation, dominations of spectacl and cosmopolitanisam, and industry culture.Cheapter and faster communications have become key factors in the development of globalizations.Globalization refers to the interconnectedness of the nation and the world, growing worldtrad, the spread of cultural products and exchange ideas in the field of culture, the relationship between peopeles of the world. Mass culture or culture on the mass industrial production standard adresses the general population irrespective of its social and cultural status. We can no longer consider theatre and musical only as a part of the national elitist culture, since they are begining to take shape of the popular culture as well melodramatics, superficiality, sensationalism and of bodlly expression. These, theatre and musical have became fluid and hybrid form of contemperary culture, so that, in order to survive, they must open themselves to the market, and become commodity, comercial and respondent to the needs and intrests of audience. The audience, as shows by many conteperary researches is inkcreasingly interestad on waching musical and comedy perfromances. What was once considered to be „hight culture“, nowdays, is becomig „popular culture“, whereas the entire cultural field can be axplained as a battleground for offical and alternative culture. Through shows like musical aspatation of Dusan Kovacevic text „The marathon Family“ musical acquaries the of the nacional „elite“ culture, while through shows adapted from movies (Chicago, Cabaretm Gipsy Fly in the Sky) is become a part of popular culture. The question that we should ask is „wheter the institutional perfromans of the musical theater diminishes the walue and social status of the institution, or theater should develop izself independently by independently by performing amusing and musical forms?In the time of the Internet and new tehnologies of domination, theater are turning spectacular and cimmercial theatrick forms. The use of adaptive quality managamement should reconcile these isues and strategically possition theatre, determine its mission, develop new programs and more flexible management methods and evemtualy atract more public. Adaptive quality management impliesthe cycle defining development methods, analiysis of the problems, finding new strategic solutions, flexibile organizational structure, democratic leadership and managament flexibility. This kind of leadership of the organization will alow her more money, and more tickets sold. The theatre will be accessible to a mass audience and create his own ensemble, and will be better positioned in the market of culture.