| Abstract: | ![]()
The relationship between art and market can be rendered visible only by closely examining the actions of contemporary artists, art critics, and writers, and the efforts of gallery and auction house merchandisers. A market orientation is just one way of evaluating the activities of the art world. Art and market are not reducible to each other, no matter the prevailing ideology. While the market operates on a narrative that valorizes the latest trend in imagemaking, aided by the creation of new technologies, it is neither the only nor the most important arbitrator of value for the viewer. Disentangling the art‐market complex is a necessary first step in reclaiming a holistic view of the consumption of art. We take that step in this paper. |
