CULTURAL IMAGINARIES OF NEOLIBERALISM: THE PRESS COMMUNICATION OF THE ART MUSEUM OF ESTONIA 2006–2015

The article elaborates on the public narratives of an Estonian cultural agent that testify to its rhetorical acculturation to the moral appeal of market-resilience and market rationalism. The cultural aspect of globalization is addressed by scrutinizing media messages that introduce Baltic art audie...

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Bibliographic Details
Published in:Trames (Tallinn) 2019-12, Vol.23 (4), p.471-497
Main Author: Saar, Johannes
Format: Article
Language:English
Subjects:
Acculturation
Anomie
Art galleries & museums
Art museums
Artists
Cultural anthropology
Culture
Entrepreneurs
Estonian language
Fantasy fiction
Foucault, Michel
Globalization
Hegemony
Markets
Mass media
Modern art
Museums
Neoliberalism
News media
Postcolonialism
Press releases
Publishing industry
Rationalism
Resilience
Rodgers, Daniel T
Said, Edward
Social aspects
Urban fantasy
Visual artists
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Summary:The article elaborates on the public narratives of an Estonian cultural agent that testify to its rhetorical acculturation to the moral appeal of market-resilience and market rationalism. The cultural aspect of globalization is addressed by scrutinizing media messages that introduce Baltic art audiences to the contemporary global artworld. For that purpose, a discursive study of the press releases of the Art Museum of Estonia from 2006 to 2017 has been conducted. Depictions of the global artworld as a site of cultural anomie, belligerent rivalry and permanent societal crisis have been discussed as a neoliberal cultural fantasy that fosters and encourages aspiring contemporary artists to adapt to the opportunistic, competitive and survivalist role model of the entrepreneur of the self, as argued by Michel Foucault.
ISSN:1406-0922
1736-7514
DOI:10.3176/tr.2019.4.06