Cultural Management?
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- Fay Gardner
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1 Cultural Management? S. Kaufmann
2 Themes: Management of culture - on which conditions is localized cultural activities taking place? Context - general trends today Issues - social & cultural capital & identity formations Possibilities - are they realistic? Could we be innovative, more visionary?
3 Context
4 Context: Cultural production as consciously politicised identity formation The cultural heritage enriches us and strengthens our identity as Danish citizens at a time influenced by globalisation and migrations. Cultural rearmament is the best vaccination against undemocratic currents in society. Danish Minister of Culture in Conservative Party Meeting 2005
5 The cultural turn / Culturalization? If everything is regarded as cultural matters, what becomes of culture classic then?
6 Events - can be measured, recorded & sold. Culture classic - cannot...can it?
7 Who owns culture? Issues of property rights
8 OUT: Enlightening project IN: Entertainment project
9 Trends Deregulation & commercialisation of cultural production: Event-making Accountability. Delocalization/centralization of management. Inventories, evaluations. IT based production & organization: New perceptions of the relationship between management, logistics, technology, economics and cultural production. Globalization made possible.
10 Models & Virtualization...virtualism is the attempt to make the world conform to an abstract model (Carrier 1998:25). Narrating an identity, a reality. Growing significance of Marketing & branding.
11 Experience-economic effects Being part of a story /myth (experiencebrand) Sensory effects and affectivity (aroma, scents, emotional reactions) Machines of desire (limited edition) Social games ( club member)
12 When everyting is branded Multimedia roll-out: Harley Davidson as a scent... Paris Hilton as a fashion accessory. Market diffentiation via identity constructions and social dreams...
13 More identity content - for the same money... Individual experiences AND discount-trend New Luxury More effekt in the same event? Mass-individualism?
14 Social identity & network - Social capital Anthropologist & philosopher Pierre Bourdieu ( ): Social capital is "the aggregate of the actual or potential resources which are linked to possession of a durable network of more or less institutionalized relationships of mutual acquaintance and recognition." (1983)
15 Cultural arsenal & habitus - Cultural capital Accumulated cultural knowledge that confers power and status to a person, partly qua the practice of taste. Taste as acquired via habitus ( new rich versus old rich, subcultures, class-culture). Symbolic capital - practices through distinction
16 Distinction Distinctions based on social class get reinforced in daily life through cultural habitus and taste. Good // Bad Those in power define aesthetic concepts such as "taste". Even when the subordinate classes/groups may seem to have their own particular idea of 'good taste', their 'aesthetic' is a dominated 'aesthetic' which defines itself in terms of the dominant aesthetics...
17 Identity Social and cultural identities are thus formed through social distinctions (of taste and cultural habitus).
18 Branding: Selling identity Emotional branding. Creating an emotional relationship to the user. Eg. Through an experience Tries to create brand-loyalty by involving the user as co-producer Tries to involve user in a universe with certain values.
19 Marked versus Essence - Paradox of localized cultural production & eventmaking? Anything up for sale : Cultural events in free competition on the - local & global - market (how) can local expressions/scenes become secured and privileged? Something is still unique here : Cultural production/local culture as a social and cultural anchor for identities and innovation loyalties
20 Some references: Florida, Richard (2005) Den kreative klasse- og hvordan den forandrer arbejde, fritid, samfund og hverdagsliv. Århus: Klim. Jensen, Rolf (1999) The Dreamsociety. JP Bøger. Jensen, Rolf (2002) Heartstorm. JP Bøger. Kunde, Jesper (1997) Corporate Religion - bvejen til en stærk virksomhed. København: Børsen. Lindstrøm, Martin (2005) BRAND Sense - Branding for alle sanser: Føle, smage, lugte, se og høre. København: Børsens Forlag. Lund, Jacob Michael, Anna Porse Nielsen, Lars Goldschmidt, Henrik Dahl & Thomas Martinsen (2005): Følelsesfabrikken. Oplevelsesøkonomi på dansk. - København: Børsens Forlag. Nyberg, Mikael (2005)Kapitalen.com : Myten om det postindustrielle paradis. Tiderne Skifter Orvar Löfgren & R. Willim (eds.) (2005) Magic, Culture and The New Economy. Oxford: Berg. Olin, Wally (2003) Om Branding. København: Børsens Forlag. Pine II B J, Gilmore James H.,(1998) Welcome to the Experience Economy. Harvard Business Review, July-August. Pine II, B J, & Gilmore, James H. (1999) The Experience Economy. Boston, Mass: Harvard Business School Press. Salamon, Karen Lisa (2007) Selvmål - Det evaluerede liv. København: Gyldendal Silverstein, Michael & Neil Fiske (2003) Trading Up: The New American Luxury. Portfolio.
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