The course deals with the relationship of art commerce and its relationship with power structures. How is value generated? The course will start with an excursion to 17th century Netherlands and the phenomenon of tulipmania and the consequent burst of the speculative bubble. What is the relationship between tulip bulbs and Damian Hirst's artefacts?
We will also look into trade with luxurious goods and art trade in 18th century France and England; we will compare these trade structures to those of the 19th century when art academies and a greater degree of institutionalization of art had a significant impact on artists' position at the market.
What is the relationship between the needs of the state, companies, or wealthy individuals to represent themselves through art and how does this need form the content of art?
We are also going to look at business manual for art lovers which should help them to get themselves oriented at the art market and contrast this text with the one which criticisez the establishment of values.
Towards the end of the course, we are going to look at brand identity in commercial sphere, see how this can be related to the art world(s) and finish with general texts dealing with the critique of neoliberalism.