KÜRESELLEŞEN DÜNYADA KÜLTÜR-SANAT SPONSORLUĞU VE FESTİVALİZM

Öz

Günümüzde küreselleşme kapitalizmin üretim ve tüketim mantığı üzerinden hareket ederek kendi hegomanyası altında dünyanın tek tipleşmesini sağlayarak insanlar arasındaki farklılıkları ortadan kaldırmayı amaçlamıştır. Küreselleşme teknolojik ve kitle iletişim araçlarına bağlı olarak kültürel ürünleri metalaştırarak ve insanları kontrol altında tutma stratejisiyle kültür, sanat ve hayatın her alanına sızmaya çalışmıştır. Günümüzde kurum veya şirketler imajını güçlendirmek için ticari bir fayda beklentisi içerisinde hareket ederek kültür ve sanat organizasyonları gibi faaliyetleri desteklemektedirler. Festivaller geniş kitlelere ulaşabilmek için önemli halkla ilişkiler aracı olarak kabul edilir. Festivaller kültürel ve sanatsal unsurların sergilendiği bir organizasyonun yanı sıra kültürlerarası etkileşime de katkı sağlar. Araştırmada küreselleşmenin günümüz toplumu üzerindeki etkilerine değişen teknolojinin küreselleşmeyle ilişkisine yer verilmiştir. Kapitalizmle birlikte kültür ve sanatın nasıl bir değişim sürecinden geçtiği incelenmiştir. Çalışma kapsamında sponsorluk kavramının tarihi gelişimi kültür ve sanat organizasyonlarının destekleyen kurum yada kuruluşları sponsorluğa teşvik eden nedenler incelenmiştir. Bu çalışma ayrıca festivallerin toplumlara olan katkılarını festivallerin sanat ve farklı disiplinlerle birlikte olan ilişkisini ve festivallerin kültürel etkileşimini içermektedir.

Anahtar Kelimeler

• Kültür,sanat,küreselleşme,sponsorluk,festival

ART AND CULTURE SPONSORSHIP AND FESTIVALISM IN THE GLOBALISING WORLD

Öz

Nowadays, globalisation aims to eliminate the differences between individuals by standardising the world under its hegemony on the basis of the production and consumption principles of capitalism. Globalisation tries to penetrate into the culture, art and all aspects of life by commodifying cultural products and through its strategy of keeping people under control via technology and mass communication. Today, institutions and companies support culture and art events or similar activities to strengthen their images and gain commercial benefits. Festivals are considered to be important public relations tools to reach out to the masses. They not only exhibit cultural and artistic elements but also contribute to interaction between cultures. This study deals with the effects of globalisation on contemporary society and the relationship between globalisation and changing technologies. Moreover, the transformation of culture and art, along with capitalism, is explored. The study investigates the historical trajectory of the concept of sponsorship and the reasons that drive institutions and corporations to become sponsors. It also addresses the social benefits of festivals, the relationship of festivals with art and other disciplines and the cultural interactions of festivals.

Anahtar Kelimeler

• culture,art,globalisation,sponsorship,festival

Kaynakça

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