O poder das narrativas na legitimação e valoração da arte contemporânea

Abstract

As the title indicates, this article proposes to verify some of the main legitimation and valuation narratives of contemporary art, analyzing their impacts on the art system. Although such narratives appear in different instances of the system - as institutions, collectors and even artists - they have the market as their main platform. Understanding that they arise and solidify according various interests, we see in the opacity and deregulation of the art market a reason for their increasing relevance. Thus, we point out in this study three of the most frequent narratives in the functioning of the contemporary system, being: 1) art as an investment; 2) entrepreneurship of the artist and 3) global art, which is generated in the post-passport era, that is, in a globalized world in which the origin of the artists would be less and less relevant. The power attributed to these narratives is related to different institutional contexts and commercial circuits in which they are inserted. However, they are present, in different degrees, in every latitude of the art world.

KEYWORDS

Art Market, art system, narratives, legitimization, globalization.