مرکز منطقه ای اطلاع رساني علوم و فناوري

Abstract :

This work thoroughly examines how the concepts of art direction and curation have evolved and developed over time, their connection to subdisciplines, and the different concepts among modern art direction, which have set it apart from a more traditional way. It investigates the meaning of direction in art direction, the role of the curator in art direction, its classification, the mechanism, the purposes and the faults of the institutions in the culture industry, and how they are dealt with. Moreover, it highlights the importance of the audience in art direction and curation, the evaluation of the tools of fame and privilege by the artist and the curator, the intricate balance between the marketing of the art and the values of the artist and the curator and the significance of the curator s way of displaying and exhibiting in correlation with the art. Although the purpose of the curator and the art director has been long defined as being a bridgeway between the viewer and the artist, it is much more than a connecting tool in today s world. Curating and art direction became much more arduous disciplines with requirements of experience, when art s push power was finally recognized in the culture industry. Nonetheless, this research only examines these concepts of art direction in the borders of direction, culture, the public image of the artist, marketing and exhibiting. It has been noticed that art and marketing are intertwined concepts, even though most find it ethically incorrect to mention the two together. The result of this work concludes to portray that the value of an exhibition is defined by the curator s dynamic with the exhibition, the public, culture, the balance between artist s values and how they are depicted through the exhibition and creating a difference in exhibiting by composing a conceptual atmosphere.