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Titel The enterprise of the art institution in late capitalism
Auteur N. Möntmann
Tijdschrifttitel In:  Transversal webjournal. (2006)1
Trefwoorden kapitalisme, cultureel ondernemerschap, culturele accommodaties, economisch belang, musea, Europa, Verenigde Staten



Samenvatting
The example of the Guggenheim Museum most clearly demonstrates how the institution is conceived and staged by politicians and sponsors as a temple of consumption and how the global expansion of the institution is precisely calculated. It is no secret that art as a location factor played the largest role in the decision for Bilbao as the site for the spectacular Frank O. Gehry building of the Guggenheim Museum.This result has set a trend as the "Bilbao Effect" today. Another American mega-institution sets standards for the progressive corporatization of museums, the new MoMA.