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  • The Artist’s Exhibition: Criteria and Factors of Success (Based on the State Tretyakov Gallery Exhibitions 2008 – 2015)

The Artist’s Exhibition: Criteria and Factors of Success (Based on the State Tretyakov Gallery Exhibitions 2008 – 2015)

Student: Usacheva Maria

Supervisor: Elena Sharnova

Faculty: Faculty of Humanities

Educational Programme: History of Artistic Culture and the Art Market (Master)

Final Grade: 7

Year of Graduation: 2016

The author of this study tried to determine the main criteria and factors of success to assess the artists' exhibitions in modern museums. Despite the common use of the attendance as the primary measure, the research determined this indicator to be not universal. The quantitative and qualitative analysis of the State Tretyakov gallery exhibitions showed a large number of projects which success can not be measured this way. The popularity of certain artists occured to be the most significant factor affecting the attendance. However, the museum should not only organize the most famous masters' exhibitions, but also discover new (and well-forgotten old) names. Criteria of exhibitions success should reflect the museum's values, therefore, new methods of assessing the projects quality along with their attractiveness for а large number of viewers should be developed. Thus, the alternative criteria of success were identified: the availability and quality of exhibition catalogues, as well as cultural and educational programs. In modern world art museums can not avoid the influence of many external factors and have to adapt to the new conditions. In this regard, the author reviewed the marketing and PR tools implementation and adoption in the foreign and national musems' exhibition activities. In conclusion, museums should find a balance between their traditional performance and the modern market requirements. The author consider that the development of the advanced exhibitions assessment system, which combines the projects' scientific contribution with marketing and PR methods, could contribute to the effective work of museums in XXI century.

Full text (added May 26, 2016)

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