Cultural education organizations and flexible individualization of taste

Abstract

Purpose – The purpose of this paper is to identify and discuss structure, essence, and quality of a current organizational frameworks for the arts and culture, institutions, NGO’s and enterprises that are core playgrounds for flexible individualization of taste, cultural literacy, individuals’ expressions and their cultural identity. Design/methodology/approach – Paper design initiates with an analysis of the organizational landscape of cultural sector, including special focus on cultural education. This subject will be studied with a use of a case of cultural education organization leaders. The paper epilogue brings to the discussion inspirations from aesthetics and marketing studies. Findings – In cultural education organizations, there is: an urgency: for more hybrid and flexible organizational forms; cross-sectorial synergy; for more focused leaders competencies fitting into expected categories of: managerial, communicative, sensemaking, and entrepreneurial. Research limitations/implications – The paper is a stimulus for further research within cooperating disciplines of organization studies, cultural policy studies, marketing, and aesthetics. Practical implications – The text has practical implication for public administration, cultural policy makers and is an insight for cultural organizations leaders from public, private, and civil parts of cultural sector. Originality/value – The topic of flexible individuation of taste in relations to cultural education institution practices, is reflected in a complementary approach, from triadic perspective of cultural policy, marketing and aesthetics, bringing new insights for organization change research and practice.

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