Sanat – girişimcilik – pazarlama ekseninde kültürel değerin birlikte yaratımı: Baksı modeli

Yıl 2024, Cilt: 17 Sayı: 3, 691 - 709, 31.07.2024

Özge Gökbulut Özdemir

https://doi.org/10.25287/ohuiibf.1498600

Öz

Bu çalışmada “birlikte değer yaratma” (value co-creation) konusunu kültürüler değer odağında ele almakta ve sanat, girişimcilik ve pazarlama ekseninde incelenmektedir. Türkiye’nin en az nüfuslu ve en çok göç vermiş illerinden Bayburt’un BAKSI (Bayraktar) Köyü’nde kurulan BAKSI Müzesi, girişimcisi sanatçı Hüsamettin Koçan’ın kişisel tarihinden yola çıkarak bireysel değerden evrensel değere uzanan bir değer yaratma süreci olarak ele alınmıştır. Çalışmada bir sanat yapıtı ve sanatçı girişimciliği örneği olarak değerlendirilen 2014 Avrupa Konseyi Müze Ödülü sahibi BAKSI Müzesi yarattığı toplumsal ve ekonomik değer bağlamında “birlikte değer yaratma” açısından farklı boyutlarıyla bütünsel olarak incelenmiştir. Karşıtlıkların birlikteliğine dayanan ve yeni değeri birlikte yaratan bütünsel modelin kavramsal bileşenleri detaylı olarak açıklanmış ve şu şekilde özetlenmiştir: özerk birey ile kültürel çevre, merkez ile periferi, geçmiş ile gelecek, doğa ile yapı(t), sanat ile zanaat, ekonomik değer ile kültürel değer, yerel ile evrensel. Sonuç olarak, kültürel değerin birlikte yaratımı, pek çok aktörü içine alan kapsayıcı yapısı ile sosyal, kültürel, ekonomik ve politik boyutlarıyla da uygulamada yer bulmuştur. Bu bağlamda BAKSI Müzesi farklı boyutlarıyla birlikte değer yaratma kavramı için bütünleşik bir model özelliği taşımakta ve bu çalışma ile sosyal ve ekonomik değerin birlikte yaratılması sürecinde sanat, kültür, turizm ekseninde birlikte değer yaratma literatürü genişletilmektedir.

Anahtar Kelimeler

birlikte değer yaratma, kültürel değer, BAKSI Müzesi, sanat, pazarlama, girişimcilik

CO-CREATION OF CULTURAL VALUE ON THE AXIS OF ART – ENTREPRENEURSHIP - MARKETING: BAKSI MODEL

Öz

In this study, the issue of "value co-creation" is discussed with a cultural value focus and examined on the axis of art, entrepreneurship and marketing. BAKSI Museum, established in BAKSI (Bayraktar) Village of Bayburt, one of the least populated and most emigrated provinces of Turkey, has been approached as a value creation process extending from individual value to universal value, based on the personal history of its entrepreneur artist Hüsamettin Koçan. In the study, BAKSI Museum, winner of the 2014 European Council Museum Award, which is considered as an art work and an example of artist entrepreneurship, was examined holistically in its different dimensions in terms of "co-creation of value" in the context of the social and economic value it creates. The conceptual components of the holistic model, which is based on the unity of opposites and co-creates new value, are explained in detail and summarized as follows: autonomous individual and cultural environment, center and periphery, past and future, nature and structure/artwork, art and craft, economic value and cultural value, local and universal. As a result, the co-creation of cultural value has found its place in practice with its inclusive structure involving various actors and its social, cultural, economic, and political dimensions. In this context, BAKSI Museum is an integrated model for the concept of value creation with its different dimensions, and with this study, the literature on co-creation of value on the axis of art, culture and tourism is expanded in the process of co-creation of social and economic value.

Anahtar Kelimeler

Co-Creation Of Value, Cultural Value, BAKSI Museum, Art Tourism, Marketing

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