MARKETING MODERNISM IN FIN-DE-SIECLE EUROPE BY ROBERT JENSEN

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Marketing Modernism in Fin-de-Siecle Europe by Robert Jensen Product Details Paperback: 376 Publisher: Princeton University Press Publication Date: 1996-12-23 ISBN: 0691029261 List Price: $37.50        Price: $32.30 Editorial Reviews Product Description 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 the juste 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. Customers who bought this book also bought Canvases and Careers: Institutional Change in the French Painting World Looking at Photographs: A Guide to Technical Terms (Looking At...) Inventing the Modern Artist: Art and Culture in Gilded Age America Critical Readings in Impressionism and Post-Impressionism: An Anthology (Ahmanson-Murphy Fine Arts Books) Learning to Look: A Handbook for the Visual Arts (Phoenix Books)

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