TY - JOUR
TI - Identity, Role and Myth of the Artist as a Conditions of It’s Image
AU - Sobocińska, Magdalena
TI - Identity, Role and Myth of the Artist as a Conditions of It’s Image
AB - 
	Together with the development of market orientation in the sphere of culture, the questions concerning the strategy and instruments of creation of the image of cultural institutions and artists, as well as their effectiveness are more and more frequently formulated in the discourse on art. This also has impact on development of new media that on the one hand expand the possibilities of artists’ communication with culture recipients, and on the other hand make the artist’s image increasingly more shaped by the users of new media. Furthermore, it must be emphasised that on the grounds of marketing, the image is perceived in terms of a resource. The goal of the paper is to show the multitude of factors that shape the artist’s image. The considerations in the paper are conducted while taking into consideration the dimensions of identities, as well as myths associated with artists’ work shaped in recipients’ awareness. A model of determinants shaping the artist’s image is the result of the considerations and analyses. The paper is based on literature studies and semiotic approach contained in the stream of qualitative research.
VL - 2019
IS - Volume 20, Issue 2
PY - 2019
SN - 1896-8201
C1 - 2084-3976
SP - 143
EP - 155
DO - 10.4467/20843976ZK.19.010.10527
UR - https://ejournals.eu/en/journal/zarzadzanie-w-kulturze/article/tozsamosc-rola-i-mit-artysty-jako-uwarunkowania-jego-wizerunku
KW - cultural market
KW - identity
KW - artist’s image
KW - determinants shaping the artist’s image