This paper argues that a focus on digital literacy could be critical to the further development of a content-rich interaction between cultural institutions and communities of interest. Passive cultural audiences and active cultural participants will continue to expect higher levels of interactivity with institutionally located content. Social media could redefine the exchange of information and meaning between content-rich cultural institutions and content-hungry, digitally literate communities of interest. The digitally literate community not only consumes digital culture, it can produce and distribute its own artefacts in collaboration with the institution.
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