Tuesday, December 02, 2014

Four main logic of the artistic capitalism

The general terms that specify the artistic capitalism can be reduced to four main logic:

First, the integration and generalization style order, seduction and emotion in goods for commercial consumption. Artistic capitalism is the economic system that works for the systematic aesthetization of consumer markets, objects and everyday context. Now the aesthetic paradigm is no longer foreign to industrial and commercial activities, but incorporated into these. Results from a mode of production marked by osmosis or symbiosis between the rationalization of the production process and the aesthetic work, financial spirit artistic spirit, accounting logic and logic imagine. In this configuration, the artwork is most often collective, entrusted to teams with a limited creative autonomy, framed by managers and integrated within more or less bureaucratic hierarchical structures. The fact is that it comes to creating beauty and spectacle, excitement and entertainment to conquer markets. In this sense, it is a strategy or a "charming engineering" featuring artistic capitalism.

Second, a generalization of the entrepreneurial dimension of cultural and creative industries. Now, the art worlds, are less and less "world apart" or an "economy in reverse" are governed by the general laws of the company and the market economy, with its imperatives of competition and profitability. With the artistic capitalism triumphs the management of cultural productions. Even museums should be managed as companies, implementing marketing and communication policies, increasing the number of visitors and finding new forms of revenue. In the artistic capitalism works are judged on the basis of their business and financial results, much more than by their proper aesthetic features.

Third, a new economic surface of the groups engaged in the productions provided with an aesthetic component. What was a marginal sphere has become an important sector of economic activity involving huge capital and performing colossal funds business. We are no longer in the time of small art production units but in the mastodon’s culture, transnational giants of creative industries, fashion and luxury, and the globe as a market.


Fourth: the artistic capitalism is the system in which they are destabilized the old artistic and cultural hierarchies, while interpenetrating the artistic, economic and financial spheres. Where worked heterogeneous universes are developed now hybridization processes that mix of a unique aesthetic way and industry, art and marketing, magic and business, design and cool, art and fashion, art and fun.

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