Problem komercijalizacije umjetnosti u 20. i 21. stoljeću na odabranim primjerima

master's thesis

• Title (english): Problem of Commercialization of Art in the 20th and 21st Centuries on Selected Examples
• Author: Dora Palada
• Mentor: Frano Dulibić (mentor)
• Committee member: Josipa Alviž (predsjednik povjerenstva)
• Committee member: Patricia Počanić (član povjerenstva)
• Committee member: Frano Dulibić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of History of Art); Zagreb
• Defense date and country: 2025-02-27, Croatia
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; History of Art; History and Theory of the Fine Arts, Architecture, Urbanism and Visual Communications

Abstract

Rad analizira kako su procesi komercijalizacije utjecali na vrijednosni sklop umjetničkog svijeta. Naglasak je stavljen na odnos umjetnosti i tržišta tijekom 20. i 21. stoljeća te definiranje uloga aktera: umjetnika, galerija, trgovaca umjetninama, kritičara i kolekcionara. Odgovara na pitanje kako se formira cijena umjetničkog djela kao „robe s višim značenjem” te ga definira u kontekstu ulaganja. Adresira sličnosti i razlike u praksama menadžmenta i marketinga na višeslojnom umjetničkom... More tržištu u odnosu na ostala. Porast komercijalnih elemenata sagledan je s aspekta brendiranja umjetnika i razvoja celebrity kulture, promjene značenja velikih izložbi u kontekstu umjetničkog svijeta te promjena koje su procesi diznifikacije, mekdonaldizacije, globalizacije i edutainmenta donijele na polje institucija, posebice muzeja. Rad donosi osvrt na korporativne kolekcije i paradoksalni odnos korporacija prema umjetnosti te na nerazvijeno i nekontrolirano hrvatsko tržište umjetnina. Less

Abstract (english)

The paper analyzes how commercialization processes have affected the values within the art world. The focus is placed on the relationship between art and the market during the 20th and 21st centuries, as well as on defining the roles of actors such as artists, galleries, art dealers, critics, and collectors. It answers the question of how the price of an artwork, as a "commodity with a higher meaning", is formed, and defines it in the context of investment. The paper addresses the... More similarities and differences in management and marketing practices within the multidimensional art market compared to other markets. The rise of commercial elements is examined through artist branding and the development of celebrity culture, the changing significance of major exhibitions within the art world, and the transformations that the processes of Disneyfication, McDonaldization, globalization, and edutainment have brought into the field of institutions, especially museums. The paper also reflects on corporate collections and the paradoxical relationship of corporations with art, as well as the underdeveloped and unregulated Croatian art market. Less

• Keywords: celebrity kultura; edutainment; hrvatsko tržište umjetnina; komercijalizacija umjetnosti; korporativne kolekcije; tržište umjetnina; velike izložbe
• Keywords (english): art market; celebrity culture; commercialization of art; edutainment; corporate art collections; Croatian art market; major exhibitions
• Language: croatian
• URN:NBN: urn:nbn:hr:131:626046
• Study programme: Title: Art History; specializations in: Research, Teaching; Course: Research; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra povijesti umjetnosti (magistar/magistra povijesti umjetnosti)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2025-02-28 20:45:51