Abstract

This article takes stock of the new challenges to cultural workers. It reviews the historical relationship between artists and patrons and highlights the fact that if culture is to survive, it needs a series of professions in activities that are not specifically artistic but promote its communication and financing. The article examines the fundamental role played by communication as a tool of market culture production and how important it is for artists today to know and use the idioms and tools of the market, especially for the purpose of nurturing their relationship with the public. Many schools are revising their training courses in response to these demands. However, classroom study must be complemented by practical training. The article also emphasises the importance for Europe of cultural tourism and all related activities that favour the development of new professions. It concludes by remarking on the fundamental role played by new technologies in today's world.