KÜRESELLEŞEN DÜNYADA KÜLTÜR-SANAT SPONSORLUĞU VE FESTİVALİZM

Year 2019, Volume: 3 Issue: 1, 1 - 21, 25.07.2019

Esma Mutlu

https://doi.org/10.30913/alinterisosbil.403363

Abstract

Günümüzde küreselleşme kapitalizmin üretim ve tüketim mantığı üzerinden
hareket ederek kendi hegomanyası altında dünyanın tek tipleşmesini sağlayarak
insanlar arasındaki farklılıkları ortadan kaldırmayı amaçlamıştır. Küreselleşme
teknolojik ve kitle iletişim araçlarına bağlı olarak kültürel ürünleri
metalaştırarak ve insanları kontrol altında tutma stratejisiyle kültür, sanat
ve hayatın her alanına sızmaya çalışmıştır. Günümüzde kurum veya şirketler
imajını güçlendirmek için ticari bir fayda beklentisi içerisinde hareket ederek
kültür ve sanat organizasyonları gibi faaliyetleri desteklemektedirler.
Festivaller geniş kitlelere ulaşabilmek için önemli halkla ilişkiler aracı
olarak kabul edilir. Festivaller kültürel ve sanatsal unsurların sergilendiği
bir organizasyonun yanı sıra kültürlerarası etkileşime de katkı sağlar.
Araştırmada küreselleşmenin günümüz toplumu üzerindeki etkilerine değişen
teknolojinin küreselleşmeyle ilişkisine yer verilmiştir. Kapitalizmle birlikte
kültür ve sanatın nasıl bir değişim sürecinden geçtiği incelenmiştir. Çalışma
kapsamında sponsorluk kavramının tarihi gelişimi kültür ve sanat
organizasyonlarının destekleyen kurum yada kuruluşları sponsorluğa teşvik eden
nedenler incelenmiştir. Bu çalışma ayrıca festivallerin toplumlara olan
katkılarını festivallerin sanat ve farklı disiplinlerle birlikte olan
ilişkisini ve festivallerin kültürel etkileşimini içermektedir.

Keywords

Kültür, sanat, küreselleşme, sponsorluk, festival

ART AND CULTURE SPONSORSHIP AND FESTIVALISM IN THE GLOBALISING WORLD

Abstract

Nowadays, globalisation aims to eliminate the differences between
individuals by standardising the world under its hegemony on the basis of the production
and consumption principles of capitalism. Globalisation tries to penetrate into
the culture, art and all aspects of life by commodifying cultural products and
through its strategy of keeping people under control via technology and mass
communication. Today, institutions and companies support culture and art events
or similar activities to strengthen their images and gain commercial benefits.
Festivals are considered to be important public relations tools to reach out to
the masses. They not only exhibit cultural and artistic elements but also
contribute to interaction between cultures. This study deals with the effects
of globalisation on contemporary society and the relationship between
globalisation and changing technologies. Moreover, the transformation of
culture and art, along with capitalism, is explored. The study investigates the
historical trajectory of the concept of sponsorship and the reasons that drive
institutions and corporations to become sponsors. It also addresses the social
benefits of festivals, the relationship of festivals with art and other
disciplines and the cultural interactions of festivals.

Keywords

culture, art, globalisation, sponsorship, festival

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