Becoming ‘culturpreneur’: How the ‘neoliberal regime of truth’ affects and redefines artistic subject positions

Abstract

In relating to the politico-economic concept of ‘creative industries’, the paper explores in what way the art field and its actors are discursively repositioned within ‘flexible cultural capitalism’. Through empirical material from the independent Austrian theatre scene, the paper, moreover, illustrates how the ‘culturpreneurial’ transformation of the field affects the specific artistic practices, forms of organizing and conduct. In this regard, it will be shown that the artists’ modes of conduct are, at least to some extent, precarious: due to their ascetic and disciplined self-concept, artists seem to contribute, in parts, to their own marginalization as well as to the strengthening of certain ‘neoliberal orders’ and ‘culturpreneurial subject ideals’ of flexible capitalism – even though they are actually keen to resist current governmental technologies like the promotion of competition and market-determined assessment.

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