Co ma wspólnego artysta z ekonomiką kultury?
What Links the Artist to Cultural Economics?

Author(s): Kama Pawlicka
Subject(s): Theatre, Dance, Performing Arts
Published by: Wydawnictwo Uniwersytetu Śląskiego
Summary/Abstract: In this article, the author’s discussion will focus on the cultural market in Poland after 1989 (especially the theatre), and relationships between the artist—the most important element in this market—and his or her possibilities of using tools adapted from marketing and management. The cultural market is characterised by the dynamics of change in economics and cultural economics. One of the most obvious and convincing theses confirming the inevitable linkage of economics and culture is the one formulated by an eminent expert in the field, David Throsby: “[…] the word of the industry in relation to culture and art draws attention to the economic processes of production, placing on the market, distribution and sale of cultural goods and services, regardless of the other, nobler aims of the artist.” From the perspective of economics, culture can be considered to be a system within which, as a result of deliberate human action, development can be shaped, created and directed. In other words, this system should have the task of preparing the conditions for cultural activities—especially the artistic activity—and to develop the methods and manner of their receipt by the widest possible audience. In the world of culture, more and more attention is paid to the rights of economics and entrepreneurship in cultural activities because of the need of practice. However, the professionalisation of management and marketing in culture can contribute to, inter alia, establishing such conditions for artists and creators in which they are not afraid to take up risky projects, for example with unlimited audience requirements or finances. The functioning of cultural institutions should, however, be grounded upon the elaboration of their own tools, used in the processes of management and marketing, and in consonance with the specificity of the market.

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