US_163 Problems of Art and Creative Industries in Global Context: Critical
Observation
Faculty of Arts
spring 2015
3 credits. Type of Completion: colloquium.
Teacher(s)
Elena Khokhlova
Prerequisites
Students should have sufficient knowledge of written and spoken English to listen to lectures,
read and analyze interdisciplinary texts, participate in discussions and prepare presentations.
Course Enrollment Limitations
The course is offered to students of any study field.
Course objectives
At the end of the course students should be able to:
1. gather and work with information related to production of art and different types of
contemporary cultural institutions;
2. analyze the current state of art and cultural institutions;
3. prepare sufficient presentations and compose reviews on art events and articles related to the
topic;
4. present one's opinion and participate in debates concerning the current state of art and modus
of cultural production.
Plan of seminars
1. Creative industries and current state of art.
 Presentation of the course, Basic skills and tools to prepare sufficient presentation in
classroom and at work, Useful strategies for reading and speaking.
 Review of the terms and borders, critical observation of cultural productions and its
institutions.
2. Aspects of modern cultural production on stage.
 Theaters, stages and venues. Historical review of cultural production in theaters.
Analysis of modern stage production.
3. Aspects of modern production of popular music.
 Introduction to popular music phenomenon. Sociological review. The role of
recording labels. Modern music business.
4. Aspects of modern production of classical music.
 General overview of classical music nowadays. Production and reproduction of
classical music. Audience gap. Reformation of opera stage.
5. Aspects of film industry.
 General aspects of film industry in the XXth-XXIst century. Capitalization and
commodification of image. Phenomenon of celebrity.
6. Aspects of museum and gallery management. Phenomenon of art auctions.
 Paradox of art economics. Price strategies. Case study of advertisement campaigns.
Selling and buying art.
7. Aspects of design and fashion industry.
 Aesthetic definition of design. Relationship with the art world. Sociological overview
of trends. Eco-design.
8. Analysis and critics on the life circle of cultural institutions and cultural
products. Final discussion.
Teaching methods
Idea of the course: Students will be gathering information alone or in groups using different
type of resources (books, articles, magazines, reviews, advertisement, reports) and mainly observing
the world around. After gathering and analyzing information, students will be asked to prepare
reports on their findings. Each presentation will be followed by discussion and critical prognosis.
Directions of the course: contents cover some general points of the problem of modern
production of art and culture and overview music, stage, gallery, fashion, film and other industries.
Study plan and strategies: By the end of the semester students will navigate in modern
aspects of art production and cultural institutions. Students are required to prepare presentation
alone or in a group. The study strategy is, therefore, to pick one of the seminar subjects, join a group,
elaborate the chosen topic and present it in one of the seminars. Each seminar students will be
attending presentation of theis colleagues, learn and critisize their findings.
Gaining skills: The course suggest a discussion platform where students learn to collect,
analyze, report and criticize information in front of the others. Meanwhile they are gaining or
improving such skills as public presentation, work with information, critical observation, polite
debating.
Assessment methods
Participation in seminars is obligatory. Each missed seminar requires a penalty essay. Each
student is obliged to prepare one presentation working with a group. The form of the final
examination is colloquium.
Follow-Up Courses
US_162 Problems of Art and Creative Industries in Global Context: Critical Reading
Syllabus
Modern Stage Production
Case:
• „Husa na provázku“;
• „Ruslan and
Liudmila“ in Bolshoi,
2011.
Milestones:
Digital technologies,
Scenography, Art of
costume, New
dimensions in theater,
Awards, Stage
inoovations, Concepts
of acting, Advertising
theater, Performance.
Literature:
1. MUDFORD, Peter. Making theatre: from text to
performance. London: Athlone Press, 2000;
2. SNOWMAN, Daniel. The gilded stage: a social
history of opera. Trade pbk. ed. London: Atlantic
Books, 2010
3. REISS, Alvin H. Don't just applaud - send money!:
the most successful strategies for funding and
marketing the arts. New York: Theatre
Communications Group, c1995
4. KOTLER, Philip a Joanne SCHEFF. Standing room
only: strategies for marketing the performing
arts. Boston: Harvard Business School Press, 1997
Plan:
1. Aestetical aspects of form and content on stage;
2. Modern stage and progress: innovations and traditions;
3. Marketing aspects of stage performances;
4. Review of contemporary stage performances.
Film Industry
Case:
• „The Artist“, 2011;
• Peter Jackson’s
saga.
Milestones:
Digital reality, Hyper
reality, Adaptations,
Sequels and series,
Awards, Reviews, Box
office, Revivals, OST,
Conceptual film, 3D,
Copyrights and piracy.
Literature:
1. ADORNO, Theodor W a J BERNSTEIN. The culture
industry: selected essays on mass culture. 1st
pub. London: Routledge, 1991
2. SEABROOK, John. Nobrow: the culture of
marketing : the marketing of culture. 1. ed. New
York: Vintage Books, 2001
3. BARTHES, Roland a Annette LAVERS.
Mythologies. London: Vintage, 1993
4. GRAINGE, Paul. Brand Hollywood: selling
entertainment in a global media age. 1st pub.
London: Routledge, 2008
Plan:
1. Aesthetical analysis: dimensions in a film;
2. Technological advantages and digital reality;
3. Ratings, awards and reviews;
4. Marketing tricks: sequels, revivals, prequels, series, sagas.
Clasiscal and Popular Music
Case:
• International Music
Festival Janáček
Brno;
• Universal Music
Group.
Milestones:
Festivals, Digital
copies, Live
performance, OST,
Targeting, Piracy, Star
performers, Music
reproduction,
Advertising music,
Radios and streams,
Recording labels.
Literature:
1. CARAH, Nicholas. Pop brands: branding, popular
music, and young people. New York: Peter Lang,
c2010
2. LEBRECHT, Norman. Who killed classical music?:
maestros, managers, and corporate politics.
Secaucus, N.J.: Carol Publishing Group, 1997
3. BERNSTEIN, Joanne Scheff. Arts marketing
insights: the dynamics of building and retaining
performing arts audiences. 1st ed. San Francisco:
Jossey-Bass, c2007
4. FERRIS, Kerry O a Scott HARRIS. Stargazing:
celebrity, fame, and social interaction. 1st pub.
New York: Routledge, 2011
Plan:
1. Production and reproduction of classical music: digital and live;
2. Industry of popular music;
3. Soundtracks in everyday life;
4. Celebrity performances in classical and popular music;
5. Amateur production and reproduction, copyrights and piracy;
6. Marketing aspects in classical and popular music: the two markets.
Museum and Gallery Management
Case:
• Museum Night;
• Sotheby’s Fine Art
Auctions.
Milestones:
Conservation and
exposition, Collection,
Catalogue, Auctions,
Exhibitions,
Provenance, Pricing,
Reputation, Young
artists, Art
investments.
Literature:
1. VELTHUIS, O. Talking prices: symbolic meanings
of prices on the market for contemporary art.
Princeton: Princeton University Press, 2007
2. KOTLER, Neil G, Philip KOTLER a Wendy I KOTLER.
Museum marketing and strategy: designing
missions, building audiences, generating revenue
and resources. 2nd ed. San Francisco: JosseyBass,
2008
3. THOMPSON, D. The $12 Million Stuffed Shark:
The Curious Economics of Contemporary Art.
Palgrave Macmillan Trade, 2010
4. APPLEYARD, Charlotte a James SALZMANN.
Corporate art collections: a handbook to
corporate buying. Burlington, Vt.: Lund
Humphries, 2012
Plan:
1. Museum/gallery space and its features;
2. Art for sale: collectros, contributors, auctions and pricing;
3. Art happenings: festivals and biennales.
4. Collecting art and antiques as conservation. Art object as possession and investment.
Design and Fashion Industry
Case:
• Ballets Russes in
„Comoedia illustre“
1909-1929, Yves Saint
Lauren-1976, Galliano
for Dior-1998,
Lagerfeld-2009;
• Red Carpet Shows.
Milestones:
Fashion and design
aesthetical form,
Collection, Merge of
brands, Show,
Magazine,
Advertisement,
Multibrand contract,
Spreading brand,
Constributions.
Literature:
1. CARTER, Michael. Fashion classics from Carlyle to
Barthes. Oxford: Berg, c2003
2. JOHNSON, Derek. Media franchising: creative
license and collaboration in the culture industries.
New York: New York University Press, c2013
3. DAVIS, Mary E. Ballets Russes style: Diaghilev's
dancers and Paris fashion. 1st pub. London:
Reaktion Books, 2010
4. HESMONDHALGH, David. The cultural industries.
1st pub. London: SAGE Publications, 2002
5. Aesthetic definition of design and fashion;
6. Artisan craft for sale: image, style, reputation and brand;
7. Fashion retrospective in cultural industry;
8. Visual trends in advertisement: creative industries in action.
Notes
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