This wide-ranging book explores the impact of marketization on the creative industries. With critical perspectives from a variety of disciplines and global experts, numerous examples from international cultural institutions are employed to illuminate the topic.
Culture and business have become increasingly intertwined, and cultural institutions need to be aware of their place in the market. Commercial awareness, which was previously disparaged, is now seen as a legitimate and necessary response to increased competition, enhancing experience, increasing accessibility, broadening inclusivity and sustainable futures with diminishing funding. The contributions to this book highlight that marketing, public relations, sponsorship and fundraising have become integral to the survival of many museums, galleries and events.
Of interest to students and scholars across topics such as arts marketing, arts administration, heritage marketing and museum studies, the book is also insightful for reflective practitioners in the creative sector.
Table of Contents
Introduction, Karin M. Ekström. PART I: Marketization of cultural institutions: tensions between arts and business. 1 Ref lections on the marketization of art in contemporary neoliberal capitalism, Kirsi Eräranta, Johanna Moisander, and Visa Penttilä. 2 High-end contemporary art: art for art’s sake or art for mart’s sake? Russell Belk. 3 The marketization of regional film production: a strategy for economic growth, Roger Blomgren. 4 Between market and culture: the case of the Gothenburg Book Fair, Elena Raviola, Jaan Grünberg, Josef Pallas, and Claes Thorén. PART II: Market orientation of museums: redefining the museum’s role. 5 Cultural policy effects on the marketing orientation in London art museums, Victoria D. Alexander. 6 Art, finance, politics, and the art museum as a public institution, Derrick Chong. 7 Hip heritage and heritage pasts: tensions when re-fashioning museum culture, Lizette Gradén and Tom O´Dell. 8 Market orientation as the epicentre of art museums: museum shops, fashion exhibitions and private collections, Karin M. Ekström. PART III: Cultural institutions and marketing tools: branding and sponsorship. 9 Sparkling museums: the marketization of art institutions in the heritage city, Fabrizio Panozzo. 10 Country branding through the arts: the role of museums in positioning a nation on the global market, Victoria Rodner, Chloe Preece, and Yu-Chien Chang. 11 Integrated partnerships in cultural sponsorship: the cases of Guggenheim-UBS and MFA Boston-Fleet, Ragnar Lund and Stephen A. Greyser. 12 A history of cultural sponsorship in Sweden: a new market in marketing, Marcus Gianneschi and Oskar Broberg.
Karin M. Ekström is a professor in marketing at University of Borås, Sweden.
This cogent collection of chapters is an important critique of the creeping commodification and privatization of public life and the erosion of the commons. The wide-ranging and multi-disciplinary essays present fascinating case studies that converge on common issues. Together they show how public engagement and the educational mission can morph into a search for popularity in a competitive entertainment industry.
Richard Wilk, Distinguished Professor and Provost's Professor Emeritus, Indiana University and Director of the Open Anthropology Institute
We have all watched in horror when New Public Management "marketized" our public sectors. Art and culture seemed to be protected from this invasion – but not anymore! The contributors to Museum Marketization mercilessly expose the ongoing intrusion, still making room for some hopes about the future.
Barbara Czarniawska, Professor of Management and Organization Studies, University of Gothenburg
This collected volume of research illuminates a radical transformation in the relationship between marketing and public institutions. Whereas marketing had once been a tool that public institutions used to better promote their services and to better serve their clientele, in the age of neoliberal reforms, the logic of market competition increasingly defines whether or not public institutions actually offer value to customers. Nowhere has the marketization of public institutions been more disruptive to long standing cultural values and ideals than in the museum sector, where artistic expression has been reconstituted as a marketized, entrepreneurial endeavor. The chapters in this volume systematically analyze specific ways in which marketization has altered cultural understandings of art, the practices of museum curation, and, last but not, least amplified the importance of branding and sponsorship in the institutional practices of museums. This volume is a must read for anyone interested in the interrelationships of art and commerce and the ways in which neoliberal policies have transformed society’s important cultural pillars.
Craig J. Thompson, Churchill Professor of Marketing, University of Wisconsin-Madison
This timely edited collection charts the effects of extending a neoliberal market ideology into the cultural sphere and in so doing explores the inevitable tension between the traditional principles underlying the presentation of the arts and the demands of a market economy, with its emphasis on efficiency and accountability. It is a volume that will be of interest to academics and students in a variety of disciplines, as well as all those tasked with running today’s increasingly "marketized" art galleries and museums.
Colin Campbell, Professor Emeritus in Sociology, University of York, UK