Author/Authors :
boratav, olcay gazi üniversitesi - sanat ve tasarım fakültesi - seramik tasarımı bölümü, turkey , gürdal, nur gazi üniversitesi - eğitim bilimleri entitüsü, turkey
Title Of Article :
COMMERCİALİZATİON of ARTWORK AND THE AESTHETİCİZİNG of MERCHANDİSE IN THE CONTEXT of CULTURAL INDUSTRY
Abstract :
The process that began with the usage of reproduction techniques in art caused a rapid development in cultural industry. As a result of the urge to possess that most of the people have and the promise of happiness that cultural industry promotes, artwork turns into a merchandise and can be bought and sold as a product. In this study, regarding the concept of Cultural Industry that Adorno and Horkheimer firstly coined, it is examined how artwork turned into a merchandise and as a result of that how it commercialized and how these factors changed the artist, the artwork and the audience. It is studied that the artwork aestheticized and reproduced as a merchandise, that the conceptual ideas valued over the long-term production, that the audience turned into customers (consumers) and that the artists started to struggle to be in the art market in a his process.
NaturalLanguageKeyword :
Reproduction , Cultural Industry , Popularization , Art Market , Merchandise
JournalTitle :
Yildiz Journal Of Art and Design
