Research Information System
Üçüncü Sektör Sosyal Ekonomi, vol.58, no.2, pp.1612-1634, 2023 (Peer-Reviewed Journal)
The research conducted within the framework of art marketing and the art-society relationship focuses on the objectification of women and their use as a kitsch element in the art marketing process. The main purpose of the research is to comprehensively evaluate the use of 'kitsch', which is defined as 'degenerate taste' and 'fake aesthetics', by art magazines that connect society and art, and the fact that women, who are the subjects of art, are included in art magazines as an object of popular culture, as kitsch. The research is based on the content analysis method, examining the elements of popular culture and women found in all the covers of Milliyet Sanat Magazine published between January 2002 and April 2023. Milliyet Sanat Magazine has been continuously published since 1972 and was chosen as it serves as an important medium of mass communication, playing a significant role in the communication process between art and society by featuring works, events, news, and articles related to all branches of art. The research discusses the use of kitsch on magazine covers as means of reaching wide audiences in the process of arts marketing, as well as the objectification of women and the emphasis on their sexual aspect. A total of 255 covers of Milliyet Sanat Magazine published in the last 20 years were analyzed through content analysis, focusing on art disciplines, women, and popular culture visuals and headlines. This research is important as it demonstrates the utilization of women as kitsch in the process of arts marketing, their dehumanization and objectification over the years, and explores the impact of this phenomenon on art, the relationship between art and society, and the perception of women in society.