Change of Corporate Identity in The Context of Culture Industry: Example of Istanbul Modern Art Museum

Abstract

.Summary In our day museums, as new popular cultural centers, are in a position that triggers the consumption of art products. Instead of examining the exhibited work of art, the visitors of the museums have come to a point where they prefer to have a look at the simulation show that describes the work of art. Museums have begun to gain a new identity by means of effects, sounds, music, holograms and digital Technologies. Culture industry which has been triggered by such concepts like standardization and mass production has also comprised the museums. Museums have transformed into commercial entities and consequently have become means of marketing works of art. Museums support the craze of consumption with the cafes, shopping centers and cinema halls inside them. Museum buildings host award ceremonies, dinners, concerts and openings. Museums earn Money by opening branches, creating brand values and organizing workshop activities. It is a thing of the past for museums to be merely a space where works of art are collected and exhibited. In this study we shall try to examine the identity problem that the culture industry has created in the museums. Istanbul Modern Art Museum may be given as an example to the new kind of museums that the culture industry has created. We shall discuss the newly formed identities of the museums with the example of Istanbul Modern Art Museum.

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