Affiliation:
1. Galatasaray University, Turkey
Abstract
Contemporary art museums are significant actors in the entertainment industry, which is recreated by new forms of leisure time activities every day. Entertainment that is used as an important and effective marketing tool in contemporary art museums is also a significant formative of the new relationship between contemporary art museums and their visitors. Therefore, the aim of this chapter is to explore the relationship between art, entertainment, leisure, and museum marketing with a literature review in order to find answers to questions like, What is the relationship between art and entertainment? and Which marketing techniques are used by contemporary art organizations? In this context, the relationship between leisure, entertainment, and contemporary art museums is explained; afterwards, contemporary art museums' marketing strategies are described in detail as the main scope of the study. Finally, as a case study, Istanbul Modern Art Museum's political-economical environment and marketing strategies are analyzed.
Reference40 articles.
1. Aalst, I., & Boogaarts, I. (2002). From museum to mass entertainment: The evolution of the role of museums in cities. European Urban and Regional Studies, 9(3), 195-209.
2. The Value Creation of the Virtual Aesthetic Communities;M.Addis;Museum and Visual Art Markets. Helsingin Kauppakorkeakoulu: HSE Print,2008
3. Artun, A. (2013). Anne ben hıyar mıyım?. E-Skop Sanat Tarihi Eleştiri. Retrieved August 10, 2013, from http://www.e-skop.com/skopbulten/anne-ben-hiyar-miyim/1510
4. Change of corporate identity in the context of culture industry: example of Istanbul Modern Art Museum.;Ş.Aydınalp;British Journal of Arts and Social Sciences,2012
5. The Tradition of Exhibition and the Effects of Globalization in Contemporary Turkish Art