Thesis (M.A.)--University of Florida, 2005. / Title from PDF title page (viewed on April 15, 2009). Includes bibliographical references (p. 53-56).

Zugl.: Wien, Universiẗat, Diss., 2004.

The aim of this thesis is to describe thoroughly the way Czech museums of art are using the principles of marketing communications nowadays. Theoretical part of the thesis presents brief history of modern museums worldwide as well as in the Czech Republic (with special stress on the network of regional galleries being founded in the second half of the 20th century. It also presents bases of museum marketing and the elements of integrated marketing concept applied on galleries. Terms of branding and fundraising are mentioned as well. The research part of the thesis contains the results of questionnaire survey among 10 representatives of Czech regional galleries. Each of the included museums of art is introduced with emphasis on their ways of using marketing communications principles. Their visual identities are also described and media monitoring analysis is added to all of them. We can say that the principles of marketing communications are anchored among Czech galleries; however they struggle with the lack of finance needed to concentrate more on such activities.

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This study was undertaken to help determine by geometric analysis whether the two paintings, one attributed to the fourteenth century Sienese artist, Ugolino da Siena, and the other to the fifteenth century Sienese artist, Sano di Pietro, were painted by these artists.

This thesis was planned as a cross-case study of three docent-led museum tours, examined through the lens of liminality. The liminal, as identified by anthropologist Victor Turner, is an ambiguous and transitional state that is “betwixt and between” normative structures. When applied to the art museum, I argue that the liminal is a zone of negotiation that can assist in transformation and personal meaning making through a phenomenon of thought. This study centers on the following questions: How can liminal theory, as applied to museum education, illuminate the relationships between gallery teachers, visitors, and objects? And, in what ways does liminality allow for visitors’ personal meaning making to occur? These questions were answered through the planned observation of three docent-led museum tours at the Jack S. Blanton Museum of Art at The University of Texas at Austin. Video and audio recordings, as well as observational field notes, occurred in one museum gallery and focused on one artwork, Cildo Meireles’ Missão/Missões (How to Build Cathedrals). Data was collected from narrative transcripts of the aforementioned video and audio recordings, exit interviews with docents, observational field notes taken during each tour, and observations and notes made while analyzing the video and audio footage. Two of these three tours fit within the parameters set by the researcher and, therefore, one tour was eliminated from the research findings. Content analysis is utilized in this study. This type of data analysis placed information into three categories modeled after Arnold van Gennep’s rites de passage: separation, the liminal, and aggregation. Four subcategories were subsequently discovered during this analysis: observation, connection, realization, and transformation. Conclusions determined after the analysis of this data revealed fluidity between these stages. Additionally, liminal theory illuminated the relationships between visitors, objects, and museum educators in a way that stressed that the negotiation of the artwork, meaning making, and the process of transformation are part of a collaborative journey, and that the spaces “betwixt and between” are valuable for the advancement of museum education. / text

Pour respecter les droits d'auteur, la version électronique de ce mémoire a été dépouillée de ses documents visuels et audio-visuels. La version intégrale du mémoire a été déposé au Service de la gestion des documents et des archives de l'Université de Montréal. / L’exposition Orazio and Artemisia Gentileschi : Father and Daughter Painters in Baroque Italy se tint au Metropolitan Museum of Art à New York du 14 février au 12 mai 2002. De tout ce qui fut écrit en lien avec cet événement, il ressort deux tendances principales. Tandis que certains clament la prééminence d’Orazio Gentileschi sur sa fille en se basant sur le message véhiculé tant dans l’exposition que dans son catalogue, d’autres, rassemblés autour des féministes, remettent en question cette vision en relevant les partis-pris culturels jouant en défaveur des femmes. Le jumelage expositionnel constitue un événement muséal temporaire dans lequel deux artistes sont juxtaposés afin de faciliter un jugement comparatif. Parmi les épisodes récents de cette nature, on compte notamment Matisse-Picasso. Nous nous pencherons ensuite sur deux artistes issus d'une même famille, mais appartenant à deux générations différentes, à savoir : Orazio et Artemisia Gentileschi. En relation avec l’exposition qui leur fut dédiée en 2002, nous nous demanderons plus précisément comment la prédominance que désiraient accorder les commissaires à Orazio Gentileschi s'articule devant la célébrité affirmée d’Artemisia depuis 1916. Le dossier critique de l'événement servira de point de départ à notre étude. Toute exposition constituant un discours, nous analyserons les commentaires et critiques provenant tant des revues savantes que populaires. La théorie de la réception de Stuart Hall aidera à catégoriser les différentes interventions selon qu'elles appartiennent au code hégémonique, c'est-à-dire à la vision exprimée par les commissaires, au code oppositionnel, correspondant ici à la critique féministe, ou encore au code négocié qui représente une synthèse des deux tendances précédemment mentionnées. / Orazio and Artemisia Gentileschi: Father and Daughter Painters in Baroque Italy took place at the Metropolitan Museum of Art in New York from 14 February 14 to 12 May 2002. Of all that was written about the event, two main tendencies stand out. While some claim Orazio’s preeminence by basing their assumption on both the exhibition and its catalogue, feminists call into question this assumption by drawing attention to cultural biases that disfavor women’s artistic recognition. The exhibitional pairing formula constitutes an extension of this phenomenon by allowing the public to make up their own judgement. Among recent episodes of that nature, we can think of Matisse-Picasso. We are also going to study two artists of the same family, to wit, Orazio and Artemisia Gentileschi. Relative to the exhibition dedicated to them in 2002, we are going to ask ourselves how Orazio’s dominance defended by the two exhibition organizers is articulated with Artemisa’s celebrity. The critical dossier of the event will serve as the starting point of our analysis. Considering that every exhibition constitutes a discourse, we are going to examine both popular and academic comments and critiques of the event. Stuart Hall’s reception theory is also going to assist us in determining if these interventions belong to the exhibition curators’ dominant code, the feminist critique’s oppositional code or the negotiated code that represents a blend of the former two positions.

A dissertação focaliza as transformações do processo de trabalho da arquitetura, ao longo do século XX, detendo-se na análise da produção de duas obras que constituem referências culturais da cidade de São Paulo, analisadas a partir da maneira pela qual, nelas, o vidro ganhou forma: o Teatro Municipal de São Paulo (1903-1911) e o edifício do Museu de Arte de São Paulo (1957-1968). O Teatro Municipal, construído como teatro de ópera no início do século XX pelo escritório de Ramos de Azevedo, no centro da cidade, possui um conjunto de vitrais no corpo de entrada, parte deles importada da Alemanha, parte fabricada em São Paulo, aplicados em esquadrias fabricadas no Liceu de Artes e Ofícios de São Paulo. O Museu de Arte, MASP, cartão postal da cidade, de autoria da arquiteta Lina Bo Bardi, tem seu bloco principal fechado por grandes placas de vidro de seis metros de altura, as primeiras dessa medida fabricada no país, encaixilhadas em montantes metálicos fabricados também nas oficinas do Liceu de Artes e Ofícios de São Paulo. Através da análise de relatórios de obra, correspondências, fotografias e imprensa, em cada período, a pesquisa articula as transformações da produção da arquitetura e dos agentes envolvidos na concepção e construção do objeto arquitetônico, à luz dos processos de modernização da construção civil e do projeto de arquitetura em São Paulo. / This dissertation focuses on the changes in the labor processes in architecture throughout the twentieth century, circumscribing the analysis to the way glass was shaped on two referential buildings to the cultural history of São Paulo: the Teatro Municipal de São Paulo (1903-1911), and the building of the Museu de Arte de São Paulo (1957-1968). The Teatro Municipal, built downtown as an opera theater in the beginning of the twentieth century by Ramos de Azevedo`s office, assembles VITRAIS on the entrance, built as much in Germany as in São Paulo, applied on frames produced in the Liceu de Artes e Ofícios de São Paulo. The main volume of Museu de Arte, MASP, the city\'s postal card, designed by the architect Lina Bo Bardi, is shut by big glass plates, measuring six meters high, the first of its size manufactured in Brazil, framed in metal structures also produced in the Liceu de Artes e Ofícios de São Paulo. Through the analysis of the construction\'s rep orts, and of mail, photographies and the press, in each period, our research articulates the changes of the architectural production and the agents involved in the conception and production of the architectural object, in light of the processes of modernization in construction and the architectural design in São Paulo.

The pattern of American institution building through private funding began in metropolises of all sizes soon after the nation's founding. But by 1840, Manhattan's geographical location and great natural harbor had made it America's preeminent commercial and communications center and the undisputed capital of finance. Thus, as the largest and richest city in the United States, unsurprisingly, some of the most ambitious cultural institutions would rise there, and would lead the way in the creation of a distinctly American model of high culture. This dissertation describes New York City's cultural transformation between 1840 and 1940, and focuses on three of its enduring monuments, the New York Public Library, the Metropolitan Museum of Art, and the Metropolitan Opera. It seeks to demonstrate how trustees and financial supporters drove the foundational ideas, day-to-day operations, and self-conceptions of the organizations, even as their institutional agendas enhanced and galvanized the inherently boosterish spirit of the Empire City. Many board members were animated by the dual impulses of charity and obligation, and by their own lofty edifying ambitions for their philanthropies, their metropolis, and their country. Others also combined their cultural interests with more vain desires for social status. Although cohesive, often overlapping social groups founded and led most elite institutions, important moments of change in leadership in the twentieth century often were precipitated by the breakdown of a social order once restricted to Protestant white males. By the 1920s and 1930s, the old culture of exclusion--of Jews, of women, of ethnic minorities in general--was no longer an accepted assumption, nor was it necessarily good business. In general, institutions that embraced the notion of diversity and adapted to forces of historical change tended to thrive. Those that held fast to the paradigms of the past did not. Typically, when we consider the history and development of such major institutions, the focus often has been on the personalities and plans of the paid directors and curatorial programs. This study, however, redirects some of the attention towards those who created the institutions and hired and fired the leaders. While a common view is that membership on a board was coveted for social status, many persons who led these efforts had little abiding interest in Manhattan's social scene. Rather, they demanded more of their boards and expected their fellow-trustees to participate in more ways than financially. As the twentieth century beckoned, rising diversity in the population mirrored the emerging multiplicity in thought and culture; boards of trustees were hardly exempt from this progression. This dissertation also examines the subtle interplay of the multi-valenced definition of "public" along with the contrasting notion of "private." In the early 1800s, a public institution was not typically government funded, and more often functioned independent of the state, supported by private individuals. "Public," instead, meant for the people. Long before the income tax and charitable deductions for donations, there was a full range of voluntary organizations supported by private contributions in the United States. This dissertation argues that in a privatist spirit, New York elites seized a leadership role, both individually and collectively, to become cultural arbiters for the city and the nation.