Marketing culture
DOI:
https://doi.org/10.15448/1980-3729.1999.10.3047Keywords:
Communication, marketing, CommodificationAbstract
This article aims to analyze culture in contemporary society in face of its increasing commercialization and, consequently, the use of marketing strategies in the artistic and cultural field. This has as a central focus the new relations established among the various social actors involved in the production, viability, dissemination and consumption of cultural goods and products: artists, sponsors, agents, media and public.
Downloads
References
BOURDIEU, Pierre. A economia das trocas simbólicas. 3 ed. São Paulo: Perspectiva, 1991.
BOURDIEU, Pierre & HAACKE, Hans. Livre-troca. Diálogos entre a ciência e a arte. Rio de Janeiro: Bertrand Brasil S.A., 1995.
COLBERT, François. Le marketing des arts et de la culture. Quebec: Gaetan Morin, 1993.
DURAND, José Carlos. Arte, privilégio e distinção:artes plásticas, arquitetura e classe dirigente no Brasil. São Paulo: Perspectiva, 1989.
EVRARD, Yves. Le management des entreprises artistiques et culturelles. Paris: Economica, 1993.
EVRARD, Yves. Culture et marketing: Incompatibilité ou reconciliation? Première Conference International sur la Gestion des Arts. HEC-Montreal. 22-24 out, 1991
