電影/藝術

Privatising Culture: Corporate Art Intervention Since the 1980s
出版社： Verso
書林書號：
20017231
作者：
Wu, Chin-Tao
定價：
700
會員價：
$595
ISBN：
1859844723
出版年份：
2003
裝訂：
平裝
總頁數：
392
  • 本書介紹
企業贊助和商業參與視覺藝術已成為我們文化生活中越來越常見的特徵。從Absolut Vodka贊助的藝術展到ABN-AMRO銀行品牌梵高的自畫像宣傳其信用卡，我們見證了一種新的贊助模式，而藝術家個人才能與跨國行銷的結合，使得公共與私人的領域開始變得模糊。

吳欽濤的書是第一次嘗試詳細闡述自20世紀80年代以來商業價值觀和自由市場精神滲透到視覺藝術領域的各種方式。它描繪了公共政策的各種變化，這些變化首先促進了大企業投入文化領域，它分析了政府將自由市場原則注入公共藝術機構中的作用 - 特別是英國和國家的藝術委員會。美國藝術捐贈基金會。它持續研究藝術博物館由企業接管後，突顯出了通過商業參與藝術，各種社會和商業'精英'可以獲得“文化資本”的方式，並展示了企業如何成功以整合方式，將藝術設施通過在企業場所的展示，融入當代藝術。

本書揭露出大企業和企業精英在文化領域佔據越來越霸權的地位，也是對英國和美國公共文化辯論的一種批判性的貢獻。

Corporate sponsorship and business involvement in the visual arts have become increasingly common features of our cultural lives. From Absolut Vodka’s sponsorship of art shows to ABN-AMRO Bank’s branding of Van Gogh’s self-portrait to advertise its credit cards, we have borne witness to a new sort of patronage, in which the marriage of individual talent with multinational marketing is beginning to blur the comfortable old distinctions between public and private.

Chin-tao Wu’s book is the first concerted attempt to detail the various ways in which business values and the free-market ethos have come to permeate the sphere of the visual arts since the 1980s. Charting the various shifts in public policy which first facilitated the entry of major corporations into the cultural sphere, it analyses the roles of governments in injecting the principles of the free market into public arts agencies—in particular the Arts Council in Great Britain and the National Endowment for the Arts in the USA. It goes on to study the corporate take-over of art museums, highlighting the ways in which ‘cultural capital’ can be garnered by various social and business ‘elites’ through commercial involvement in the arts, and shows how corporations have succeeded in integrating themselves into the infrastructure of the art world itself by showcasing contemporary art in their own corporate premises.

Mapping for the first time the increasingly hegemonic position that corporations and corporate elites have come to occupy in the cultural arena, this is a provocative contribution to the debate on public culture in Britain and America.
bookman