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Resistance to contemporary art: from general public’s attitudes and representations to market implications
[La résistance à l'art contemporain: des attitudes et représentations des publics aux implications marketing]

Author

Listed:
  • Virginie de Barnier

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Joëlle Lagier

    (Rouen Business School)

Abstract

This article analyzes the attitudes and representations vis-à- vis contemporary art in order to understand resistances and to infer marketing implications. Qualitative studies conduc- ted among the general public (semi-directive interviews and netnography) allow understanding the different levels of resistance. Results identify three major dimensions of resistance: economic, affective and hermeneutics. Recom- mendations to address these resistances are structured on two axes: restore meaning and emotion for the public and re-establish trust among the different actors on the market.

Suggested Citation

  • Virginie de Barnier & Joëlle Lagier, 2012. "Resistance to contemporary art: from general public’s attitudes and representations to market implications [La résistance à l'art contemporain: des attitudes et représentations des publics aux impl," Post-Print hal-02413362, HAL.
    • Handle: RePEc:hal:journl:hal-02413362
    DOI: 10.7193/DM.068.47.57
    as

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