LEGITIMIZING ART THROUGH MARKETING: THE TENSION BETWEEN CULTURE AND COMMERCE

Abstract

This dissertation examines the role of marketing within the contemporary art market and analyses how cultural institutions, branding strategies, and symbolic value contribute to the creation of economic value in artistic products. The study combines theoretical approaches from key authors such as Pierre Bourdieu, Howard Becker, and David Throsby with a practical analysis of leading cultural institutions, including ARCO Madrid, the Museo Nacional Centro de Arte Reina Sofía, and Tate Modern. Through a review of academic literature and market reports, the research explores the relationship between symbolic capital, cultural consumption, institutional legitimacy, and marketing practices in the art sector. The findings suggest that marketing has become a fundamental tool for increasing visibility, audience engagement, and economic sustainability while preserving the cultural and symbolic dimensions of artistic production.