Amir masoud Oveissian
Published: 2019
Total Pages:
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This memoire is a study on three processes, creation, presentation and representation of artistic values, and compares their early stage of strategic production, which is supposedly based on artist's intention, infrastructural changes and type of market, with their late stage of consumption, which is mostly involved with a market training that adjusts population's knowledge, habits, and attitudes. The corpus of the research is divided into three parts: 1) theoretical background. 2) Archetypes of highbrow arts associated to infrastructural changes. 3) Archetypes of lowbrow arts associated to consumer's attitude, knowledge, and habits. The first part reviews the historic evolution of some of the fundamental theories of the four fields, econo-politics, market, marketing and political ethics and their hierarchical effects on the western society from the mid-eighteenth century to present. The second part uses those theories to identify milestones in front art and explains different strategic production patterns in the western art world. The third part models the formation of consumer's knowledge and attitude based on some existing theories of psychology and observes the trend and pace of public's attitude change in today's market. We compare the third part with the second to show that highbrow and lowbrow arts have mutual impact over each other: highbrow arts actively inspire lowbrow arts; while, lowbrow arts passively change consumer's knowledge and attitude about highbrow arts.