ARTS: Artuklu Sanat ve Beşeri Bilimler Dergisi

Yazarlar: Deniz Cemal KOŞAR, Mehmet YILMAZ

Konular:Sanat

Anahtar Kelimeler:Art,Success,Fame,Market,Neoliberal capitalism,Independent art

Özet: In today’s art environment, the myth of success is stranded by the concept of being famous. This stranding is a reflection of the nature of neoliberal capitalism. Neoliberal capitalism has changed the content and gene structure of the concept of success under market conditions, which, as entrepreneurial free individuals, are increasingly independent of consumption and imposing the reality of producing more, especially with the contribution of the competitive environment. Particularly, considering today’s technology and social media environment, Andy Warhol’s view that “One day everyone will be famous for 15 minutes” gains importance. The expansion of the sharing network and the possibility / reality of the fact that hundreds of thousands of people can be together at the same time virtually as well as the excess of production have suddenly turned the concept of quality into quantity. In this context, Theodor W. Adorno and Max Horkheimer’s conceptualizations such as The Culture Industry and Guy Debord’s Society of The Spectacle are the leading readings of today’s cultural conditions. On the other hand, being against these problematics that determine today’s art market conditions and having a separate strategic position and place with a critical attitude outside of the market seem possible at first sight, but also brings with it a contradictory position. In this study, in the light of these aforementioned approaches, the concepts of success and the fame stranded by it and the factors that constitute these conditions and the concept of independent art/ artist will be discussed in the context of contemporary art.

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