Made available in DSpace on 2016-04-27T17:27:18Z (GMT). No. of bitstreams: 1 Silverio Syllas Saad.pdf: 283627 bytes, checksum: 47814d3415166c71ed6571bab725a3b8 (MD5) Previous issue date: 2007-06-13 / This paper refers to the new function of the museum at the present time according to the change of its logic of functioning from the 80's to the present day. The projects of unlimited expansion of the museums with the building of seats in other countries approach their way of management of the one of the big, corporative and multinational companies. The inexhaustive search for private financing made the museums adopt new ways of corporative management, which united their public identity with the private one. Here, the name of the companies are directly associated with the high culture. The Guggenheim of Bilbao, object of this study, represents a mutinational company of american culture, but the basque people see themselves reflected in that architectural language. These two paradoxical statements show the complexity of this museum in particular. Thus, the central purpose of this study is to understand why the museum Guggenheim appears as a great representative of the logic of the consumption society / O trabalho analisa a transformação do papel dos museus na contemporaneidade e sua inserção na lógica de consumo da sociedade do espetáculo. Nosso objeto de análise é o Museu Guggenheim de Bilbao que representa essa nova lógica tanto por sua implantação na cidade de Bilbao como uma franquia da sede americana, como pela suas formas espetaculares que reproduzem a lógica do mundo das imagens na sociedade mass-mediática