ABSTRACT
The impact of new media, convergence culture, and participatory cultural consumption have so far been examined mainly from the perspective of commercial cultural business by scholars in cultural studies, media and communications, marketing, and management. It is not until recent years that we began realizing the above forces would also heavily affect public cultural institutions ranging from public service broadcasters, museums to theatres, which are endowed with educational missions and the status of national institution, and are usually financed publicly. While trying to adjust to the new media environment by introducing online platforms to widen the audience base and deepen their engagement, these public institutions are likely to undergo a complicated process of transformation, the nature of which we have yet to explore.
