Abstract

Our tool is marketing subject to the incipient cultural market that is booming and that does not cease to grow and that increasingly welcomes diverse sectors of the population thanks to all the disparity of offers. This market or cultural marketing we analyze from an advertising sphere, within one of the “4 P’s” of Marketing Mix, promotion, secured with examples in museums. It is a question of placing the work or artistic piece as the axis of all this network, through which the voracious market of buying and selling of the art, cultural terrain close and distant at the same time by their ignorance and unreasonable prices. This language of art in museums is approaching the society thanks to the publicity and tries to mitigate this dualism society-museums, taking advantage of the art to attract an audience more profane or on the contrary, strengthen those who demand culture.

Abstract

Abstract

The relationship between signs and human action is one of the most widely studied theories in art and communications. Humans are constantly producing new discourse and new discursive devices and the issue of the relationship between signs / action not only remains open, but is branching off and forming hybrids with other matters. This work explores one of its branches. We performed theoretical research on the foundations of video artivism, with the aim of achieving a conceptual definition. Firstly, the purpose of the study is defined and the historical background and basic sources of influence described in order to trace a map of its fields of application in teaching practices and empirical research. The results therefore come from a bibliographic review of academic as well as artistic and activist sources, which were based on sections of the differentiating features they respectively recognize and self-recognize as artivist. Six identified features are described: the intervention function, the hybrid code, against domination, disruption, disavowal and subversion, which are aimed at establishing processes, procedures, subjects and the specific forms in which artivism has an impact on society. The article also refers to selected cases as a conceptual sample of the theoretical assumptions made and to describe their capacity of transformation.

Abstract

Abstract