Beruflich Dokumente
Kultur Dokumente
Laurie A. Meamber
modernist positions (grand ideas or metanarratives) on subjects such as the separation of production and consumption, the privileging of science and rationality over art and experience, and
the character of reality. Since there are many ideas and thinkers associated with postmodernist
thought, they will be organized in this chapter according to several key conditions that are critical to understanding arts marketing in the current period.
Postmodernity is a term that defines the present, an era that comes after modernity. Modernity
generally refers to the late sixteenth and seventeenth centuries corresponding to the
Enlightenment period in Western culture, i.e., the age of the Renaissance. In this age, science and
rationality assumed importance in transforming our perspectives on the world and our place in
it. Other characterizations of this period include: postindustrial society (Bell 1973), the age of
multinational capitalism and the rise of consumer society ( Jameson 1983), and the society of the
spectacle (Debord 1967/1983). Some scholars prefer to use the term late modernity rather
than postmodernity to define this time in history, arguing that the features that define the current age also existed previously, although they were not as prominent or as recognized as they are
now (Firat and Venkatesh 1995). Other writers see the contemporary period as the beginnings
of a larger cultural shift (Bradshaw and Dholakia 2012; Firat and Dholakia 2006). These thinkers
believe that in the present day there is potential for combining both modern and postmodern
perspectives, allowing for a multiplicity of ideas, positions, and conditions.
Although there is debate on whether we are in the age of postmodernity or at the end of
modernity, postmodern tendencies are unmistakable. Rather than occupying merely a transitory
position in the context of modernism, writers such as Huyssen (1990) see a distinct shift in sensibility and practices from modernity to postmodernity. Postmodernity has given rise to postmodernist thought in which culture, language, narratives, symbolism, and the arts assume more
importance in life (Brown 1995, 1998). By implication, marketing assumes a prominent role in
the process by which the arts are produced and consumed in this day and age. Turning to this
cultural production process, the next section of the chapter will address the first of several key
postmodern conditions or tendencies, the decentering (of the subject).
4
From: The Routledge Companion to Arts Marketing, O'Reily, D. et al.
Copyright 2013 Routledge, reproduced by permission of Taylor & Francis Books UK.
5
From: The Routledge Companion to Arts Marketing, O'Reily, D. et al.
Copyright 2013 Routledge, reproduced by permission of Taylor & Francis Books UK.
Laurie A. Meamber
Therefore, in postmodern terms, arts marketing helps to shape consumers (and the wider
cultures) experience of art. Bradshaw et al. (2010) point out that much of the media and
critics attention to Damien Hirsts 2008 diamond encrusted skull piece For the Love of God
focused on its economic value, rather than the experience of the work itself. Linking arts
marketing to wider cultural policy, other researchers point out that because arts production
and consumption are essentially shared communicative acts of cultural production, other
actors in the process, including policy makers and other stakeholders, also play important
roles in casting and directing the arts initiatives of publically funded arts organizations (Hayes
and Roodhouse 2010; Kirchner et al. 2007). As contemporary artists rely more upon institutional funding, grants, funded shows, festivals, and museum purchases, these agents assume
more prominence in the cultural production process. The boundaries between art and commerce, and art and government, and art and technology are not always distinct. In Europe and
elsewhere, governments are using the arts to encourage economic growth and contribute to
social causes such as community development and urban regeneration. Businesses sponsor
arts events and galleries, and use the arts to foster brands. The Internet helps art consumers
form social networks and fosters communication between artists and consumers directly
(Kerrigan et al. 2009).
In summary, the cultural production process by which art is produced and consumed today is
a dialectical, interactive process. Cultural production is predicated upon the postmodern condition of decentering, such that all of the cultural actors are recognized as being important in this
communicative process of artistic creation and meaning generation. Some postmodern thinkers
suggest that this means a reversal of production and consumption (Firat and Venkatesh 1995).
More to the point, underlying the postmodern view on cultural production is the recognition
that production and consumption are interrelated, and that meaning is being developed throughout the process, including in the act of consumption. In contemporary, postmodern consumer
culture, individual identities are shaped by consumers engagement with cultural objects.
Consumers interpret, rework, and transform art and artistic experience into meaning to further
their identity goals as they construct and negotiate their place in the world. Another closely
related postmodern tendency that impacts the creation of meaning in the arts is fragmentation,
the subject of the next section of this chapter.
6
From: The Routledge Companion to Arts Marketing, O'Reily, D. et al.
Copyright 2013 Routledge, reproduced by permission of Taylor & Francis Books UK.
matter, form, and expression. In fact, fragmentation is the core of what arts scholars consider
postmodern art.
The term postmodernism itself came into being in the 1950s in the field of American literary criticism to describe a reactionary position within modernist art ( Jencks 1987; Venkatesh
1989). However, it was in the 1970s that the notion of postmodernism gained currency when
describing a break with modernism within the arts (Van Raaij 1993a, 1993b). Modernism in
visual art was thought to have been advanced by artists like Picasso and Czanne who experimented with anti-representational forms, and yet, because modernity subsumes the period from
the sixteenth century onwards, some writers position representational art as being modernist in
its quest to present reality and the rational order of life. Representation in this sense is the capturing of reality through direct observation and artistic transformation (Venkatesh 1992).
Anti-representational modern art did not seek to represent reality, so much as to construct
reality, such as inner states of being and the nature of art itself. The so-deemed modern art
movements which followed anti-representational art Dadaism, Surrealism, Abstract
Expressionism, Minimalism, and Conceptualism continued experimenting with exposing the
techniques and foundations of art in pre-Modernity (Appignanesi and Garratt 1995). These
traditions experimented with the illusory aspect of art to depict emotional reality and/or artistic constructions of reality.
Postmodern art broke with Modern art by exposing the exclusionary nature of art. Postmodern
art, such as Pop Art, embraced non-art and previously ignored subjects such as the commercial
language of consumer culture (Hebdige 1988). Various media, styles, and idioms can be found
intermixed in postmodern visual art, and meaning is not fixed, but changeable. Postmodernism
allows for new forms of art in which a diversity of styles, forms, and messages can thrive.
In dance, Levin (1990) classifies the postmodernist period into two phases coming after modernism: a modernist postmodern period (extending from the early 1960s through the 1970s);
and a postmodernist postmodern phase (beginning in the 1980s). According to McGlynn
(1990), the first postmodernist phase with reference to the arts began with the intent to disclose
the traditional essence of the art. In the second phase of postmodernism, according to these
scholars, meaning is reintroduced; various media and styles are intertwined. Levin (1990) writes
that this second phase of postmodern dance called into question, challenged, and deconstructed
dance subjects that were previously taken for granted.
More generally, arts scholars view postmodern art in the early twenty-first century as a continuation of what is termed as pastiche ( Jameson 1983), replete with recombinant styles,
experimentation with new materials, contexts, scales, and subject matter, but with particular
leanings towards embracing and intermixing themes from both larger cultural and political history, and local subjects. Pastiche allows for the juxtaposition of opposites, another postmodernist
condition that characterizes paradox to be central in postmodernity. In general terms, postmodern art cannot be defined according to a certain style, but is an occurrence in which meaning is
destabilized, undecidable, and open to multiple interpretations (Kaye 1994). It is fragmentation,
the postmodern tendency in which all things are disconnected and disjointed, which drives this
uncertainty of meaning.
The postmodern thinker Jean-Franois Lyotard (1984) is most closely associated with the
notion of fragmentation. In his writing on science and the breakdown of grand ideas, fragmentation involves not only the breaking up of unities, but multiplicity in terms of perspectives and
realities that become legitimized in contemporary social life. Different viewpoints and realities can
establish their own acceptability. In terms of arts marketing, fragmentation implies that marketers
and other cultural intermediaries can create and draw upon various and unrelated sources for
7
From: The Routledge Companion to Arts Marketing, O'Reily, D. et al.
Copyright 2013 Routledge, reproduced by permission of Taylor & Francis Books UK.
Laurie A. Meamber
positioning art. Researchers find that in art galleries and art centers, the role of cultural intermediary is becoming more important in terms of relationship building and shaping consumers perceptions of art and social inclusion (Durrer and Miles 2009).The same is true for performance, where
arts marketers are seen as crucial relationship builders with audiences, acting as guides, and facilitators of co-production of meaning (Conway and Leighton 2012; Osborne and Rentschler 2010;
Ryan et al. 2010) so that consumers can actualize their fragmented selves via momentary
experiences.
In addition, while consumers can enjoy fragmented consumption moments today, they
frequently do so in communion with others. Contemporary consumption, including arts consumption, often takes place in temporary consumption communities, both face to face and virtual (OReilly and Doherty 2006). These consumption communities (or consumer tribes)
connect upon the basis of shared emotions, styles of life, and consumption practices, including
the arts (Cova et al. 2007; Maffesoli 1988/1996). Thus, there are retro-music brand communities in post-Apartheid South Africa centered around the marketing of protest music (Drewett
2008), and communities of consumers in the United Kingdom that gather to commune and
consume rave music and dance (Goulding et al. 2002). In the postmodern sense, all arts audiences act as temporal communities of consumption (OSullivan 2009). Therefore, research finds
that arts marketers play an important role in fostering arts communities, providing a linking
value to connect artists, artworks, experiences, and consumers together so that consumers can
create individual and shared meanings in their lives (Cova 1996).
In summary, fragmentation in terms of the arts suggests that consumers are able to select
disparate artistic consumption experiences in which to participate in order to enact their
identities. In the arts themselves, fragmentation is the nature of postmodern art which combines different subject matter and styles, in which meaning is never fully determinate, but is
negotiated by the actors within the cultural production process. Arts marketing can assist
consumers interpret meaning through art, and connect communities of art-centered
consumption.
8
From: The Routledge Companion to Arts Marketing, O'Reily, D. et al.
Copyright 2013 Routledge, reproduced by permission of Taylor & Francis Books UK.
who consume them to create their own meanings. Arts marketing becomes critical in presenting
art today that is, in promoting appealing images (Askegaard 1999).
Hyperreality also characterizes postmodern art that plays with the notion of reality and unreality. For example, in 1960s theatre, new forms were developed out of happenings. Happenings
were spontaneous performances that evolved into simulation. Actors came together with spectators to create a piece choosing to be real or simulating a character and/or story. In the
1970s and 1980s, performers created performances involving real people by leaving objects in
public places and watching how people would react. These hyperreal performances that broke
with the reality/illusion dichotomy continued to evolve in the 1990s up to the present. For
example, there exist spectacles that break down the illusion barrier by integrating the audience
into the performance (Ryan et al. 2010). According to postmodern scholars, technology is accelerating the disappearance of the distinction between the appearance and the real (Vattimo 1992)
and, therefore, new postmodern art forms such as live movies combine live performers with
virtual or mediated performers, environments, and audience (Malone and White 2006). In contemporary life, we can indeed live spectacle via the arts and our immersion in artistic content.
In summary, hyperreality suggests there is an illusory separation between the real and the
simulation, and that we live in a society of signification. Marketing plays a role in the creation
of hyperreality, as marketers as cultural intermediaries, in the process of cultural production, take
the cultural product (including art that plays with fiction/reality) and assist in marketing sign
value to consumers.
Summary
Postmodernism, a collection of thoughts on the conditions of life and art we are experiencing
at present, provides a rich foundation for discussions of arts marketing found in this Companion
volume. Postmodernism as a perspective can elucidate some of the tendencies witnessed in arts
marketing, such as co-production of meaning (decentering), facilitation of meaning creation
and of arts consumption communities (fragmentation), and the communication of sign value
(hyperreality). It remains to be seen if we are in or will fully enter the age of postmodernity, and
if the conditions associated with postmodernity become more pronounced or evolve. Future
research can continue to enlighten future arts marketers on postmodernist ideas manifest in arts
marketing.
Further reading
Baudrillard, J. (1995) Simulacra and Simulation, Ann Arbor, MI: University of Michigan Press. (The work
includes an expansion of some of his earlier ideas on hyperreality found in Simulations.)
Firat, A.F. and Venkatesh, A. (1995) Liberatory postmodernism and the reenchantment of consumption,
Journal of Consumer Research 22, 239267. (A classic overview of postmodernist thought with implications for marketing, consumption, and the consumer.)
Foster, H. (ed.) (1983) The Anti-Aesthetic: Essays on Postmodern Culture, Seattle, WA: Bay Press. (This collection includes pieces written by leading scholars on postmodern thought including Fredric Jameson
and Jean Baudrillard, as well as chapters on various art forms such as sculpture, museums, and book
audiences.)
Jameson, F. (1991) Postmodernism, Or, the Cultural Logic of Late Capitalism, Durham, NC: Duke University
Press. (This authoritative volume contains chapters on culture, theory, video, architecture, reading,
space, economics, and film.)
Lyotard, J.-F. (1984) The Postmodern Condition, Minneapolis, MN: University of Minnesota Press. (The
seminal book that introduced postmodern terminology such as metanarratives/grand narratives, and
fragmentation.)
9
From: The Routledge Companion to Arts Marketing, O'Reily, D. et al.
Copyright 2013 Routledge, reproduced by permission of Taylor & Francis Books UK.