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Marketing Theory
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Arts and aesthetics: Marketing and cultural production

Alladi Venkatesh

University of California, Irvine, USA

Laurie A. Meamber

George Mason University, USA

Cultural production concerns the creation, diffusion, and consumption of cultural products. In this article, we discuss cultural production as related to the marketing and consumption of aesthetics. The article addresses the following topics: the nature of cultural production, including the roles that producers, cultural intermediaries and consumers play in the process; emerging perspectives and ideas on cultural production; aesthetics and art in cultural production; new epistemologies concerning postmodernism and posthumanism as related to cultural production; and the implications of the cultural production processes for the marketing aspects of cultural industries. This article sets forth marketing as the context and framework for the functioning of the cultural production system.

Key Words: aesthetics • art • cultural industries • cultural production • marketing • posthumanism • postmodernism

Marketing Theory, Vol. 6, No. 1, 11-39 (2006)
DOI: 10.1177/1470593106061261
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