Marketing Modernism in Fin-de-Siècle Europe by Robert JensenMarketing Modernism in Fin-de-Siècle Europe by Robert Jensen

Marketing Modernism in Fin-de-Siècle Europe

byRobert Jensen

Paperback | January 12, 1997

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In this fundamental rethinking of the rise of modernism from its beginnings in the Impressionist movement, Robert Jensen reveals that market discourses were pervasive in the ideological defense of modernism from its very inception and that the avant-garde actually thrived on the commercial appeal of anti-commercialism at the turn of the century. The commercial success of modernism, he argues, depended greatly on possession of historical legitimacy. The very development of modern art was inseparable from the commercialism many of its proponents sought to transcend. Here Jensen explores the economic, aesthetic, institutional, and ideological factors that led to its dominance in the international art world by the early 1900s. He emphasizes the role of the emerging dealer/gallery market and of modernist art historiographies in evaluating modern art and legitimizing it through the formation of a canon of modernist masters.


In describing the canon-building of modern dealerships, Jensen considers the new "ideological dealer" and explores the commercial construction of artistic identity through such rhetorical concepts as temperament and "independent art" and through such institutional structures as the retrospective. His inquiries into the fate of thejuste milieu, a group of dissidents who saw themselves as "true heirs" of Impressionism, and his look at a new form of art history emerging in Germany further expose a linear, dealer- oriented history of modernist art constructed by or through the modernists themselves.

About The Author

Robert Jensenis currently a Fellow at Stanford Humanities Center.
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Details & Specs

Title:Marketing Modernism in Fin-de-Siècle EuropeFormat:PaperbackDimensions:376 pages, 9.25 × 6 × 0.68 inPublished:January 12, 1997Publisher:Princeton University Press

The following ISBNs are associated with this title:

ISBN - 10:0691029261

ISBN - 13:9780691029269

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Rated 5 out of 5 by from Perfect! Exactly what I needed to get a great grade on an Art History project!
Date published: 2017-09-18

Extra Content

Table of Contents

Acknowledgments

Introduction 3

Ch. 1 "This painting sells" 18

Ch. 2 "The circle of dealers" 49

Ch. 3 Rhetoric from the Battlefield: Innovation and Independence 81

Ch. 4 The Retrospective 107

Ch. 5 The Juste Milieu International 138

Ch. 6 Secessionism 167

Ch. 7 The Rise of the Impressionist Weltanschauung 201

Ch. 8 Der Fall Meier-Graefe 235

Postscript: 1905 264

Appendix 277

Notes 279

Index 349


From Our Editors

Here Robert Jensen explores the economic, aesthetic, institutional, and ideological factors that led to the dominance of modernism in the international art world by the early 1900's. He emphasizes the role of the emerging dealer/gallery market and of modernist art historiographies in evaluating modern art and legitimizing it through the formation of a canon of modernist masters.

Editorial Reviews

"Jensen's contribution lies in explicating how art is marketed like any other consumer product, without denying its beauty, originality, or transcendence. His study is useful to marketing scholars as an example of how other fields use marketing concepts and how marketing is viewed by the outside world."--Jonathan E. Schroeder, Journal of Macromarketing