Grincheva Branding the Global Guggenheim

Cultural Diplomacy in the Neoliberal Age
1. Auflage 2018
ISBN: 978-1-351-19025-1
Verlag: Taylor & Francis
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 128 Seiten

Reihe: Museums in Focus

With a historical legacy of being a leading actor of cultural diplomacy since the time of the Cold War, in recent decades the Guggenheim has been very active in the international cultural arena through various global cultural activities implemented without control or support from the U.S. government. This book traces the Guggenheim’s development from a traditional cultural diplomacy actor to a nonpartisan player in the global arena, driven by institutional interests. Through analysis of international Guggenheim engagements, the book identifies and explores an emergence of a new type of museum diplomacy grounded primarily in institutional ambitions for global presence and recognition. This new "diplomacy" is based on strong museum commitments to cosmopolitan values and transnational issues, attracting a much larger international constituency and providing access to global economic, cultural and social resources.

Autoren/Hrsg.

Grincheva, Natalia

Fachgebiete

• Geisteswissenschaften Geschichtswissenschaft Alte Geschichte & Archäologie

Inhaltsverzeichnis

1. Introduction: Cultural Diplomacy of a Different Kind

2. Global Resources: The Corporate Guggenheim

3. Global Reputation: The Guggenheim Brand

4. Global Identity: The Cosmopolitan Guggenheim

5. Conclusion: New Diplomacy? Internationally-recognised Museums on the World Stage

Über Autor(innen)

Natalia Grincheva is a Research Fellow at the Transformative Technologies Research Unit at the University of Melbourne. Holder of several prestigious academic awards, including the Fulbright (2007-2009), Quebec Fund (2011–2013) and Australian Endeavour (2012–2013) fellowships, Natalia has travelled around the world to conduct her research on museums, cultural diplomacy and digital communications. She has successfully implemented a number of research projects on the "diplomatic" uses of new media by the largest internationally recognized museums in North America, Europe, Russia and South Asia.