MARKET AND ENLIGHTENMENT: CONFLICT OF INTEREST

Abstract

The author analyzes the new phenomena of cultural life, declared themselves in the past 2016: long queues to the exhibitions of the State Tretyakov Gallery. Despite the friendly positive assessment of this phenomenon in media, the author thinks it important to consider the nature of the rush and understand whether it has anything in common with a true interest in art. The author concludes: enthusiasm of art managers to modern PR-technologies and other market inventions comes into conflict with the objectives of enlightenment. In a strategic perspective all are defeated: and cultural institutions, and society itself, turning into a society of shallow-minded consumers. To nurture the true need for art requires deliberate, systematic educational work of museums in close collaboration with the popular media-TV and radio. We need honest and open position — only it will create a true trust and pull people to the arts.