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Evaluating artistic work : balancing competing perspectives
The artist is frequently uncertain, when he or she begins to create a work, how the completed work will look or sound. However, the corporate business model, which is premised on a rational and instrumental worldview, suggests that in a market environment, art should be evaluated objectively, based on clearly stated and measurable objectives - often prior to that work being commenced. This paper explores the difficulties that art has in fitting into a corporatist worldview. First, the paper examines the historical materialization of the corporate model, and how it has infiltrated non-profit arts. Second, the paper investigates the likely reasons as to why instrumental rationality and managerialism have been embraced so enthusiastically by bureaucrats, arts marketers and funders. And third, the paper suggests a research approach by which artists, managers and audiences can evaluate art within a framework that is sympathetic to the art and the artist.
History
Journal
Consumption markets and cultureVolume
12Issue
3Pagination
265 - 274Publisher
RoutledgeLocation
Abingdon, EnglandPublisher DOI
ISSN
1025-3866eISSN
1477-223XLanguage
engPublication classification
C1 Refereed article in a scholarly journalCopyright notice
2009, Taylor & FrancisUsage metrics
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