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Changing Ambivalences: Exploring Corporate Sponsorship in the New Culturally Diverse Artistic Practices

Saha, A (2007) Changing Ambivalences: Exploring Corporate Sponsorship in the New Culturally Diverse Artistic Practices. Journal of Creative Communications, 2 (1). 23 - 41 . ISSN 0973-2586


This article explores the commodification of difference in relation to the corporate sponsorship of the photography exhibition, Changing Faces. At first the article considers how the exhibition's collection of images of British Asian youth challenged stereotypical representations of Asian youth cultures, but then argues that this counter–hegemonic potential was undermined by the corporate sponsorship of telecommunications company 02. Yet that is not to say that the ethics of such explicit commerciality are immediately guaranteed; instead, there is the suggestion that the epistemological outcomes were much more complex. Indeed, the article adopts a cultural economy approach that shifts from dialectical political economy models of the culture industry and stresses the elaborate and entangled relations through which the production of culture is mediated. This article argues that it is only when these micro–processes are identified and then situated within the wider logic of global capitalism that the ethical implications of the corporate intervention in the culturally diverse arts can be more effectively ascertained.

Item Type: Article
Institution: The University of Leeds
Academic Units: The University of Leeds > Faculty of Performance, Visual Arts and Communications (Leeds) > Institute of Communication Studies (Leeds)
Depositing User: Symplectic Publications
Date Deposited: 23 Feb 2012 13:21
Last Modified: 15 Sep 2014 03:42
Published Version: http://dx.doi.org/10.1177/097325860700200202
Status: Published
Publisher: Sage
Identification Number: 10.1177/097325860700200202
URI: http://eprints.whiterose.ac.uk/id/eprint/43718

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