Konstkritiken är död, länge leve konstkritiken!: Studie i publicitetens effekt på bedömning av modern konst

Sammanfattning: According to modern theory, PR is seen as something that creates value for majority of products. The art market is a market that is characterized by several actors in different value chains, where transparency is low and art critics, or PR creators, have a certain amount of impact on the view of art, at least had so historically. But how does PR vs. art galleries´ own marketing (art brochure) affect the view and price consideration of art and artists for non-expert art spectators? After performing a large quantitative study, we can conclude that PR has negative to no affect on the view of art and the artist compared to the case when the spectator did not receive any information prior to viewing an art piece. Art galleries’ own distributed material have hardly any effect on views on art for the non-experts, but they had a positive effect on perception on price. Art critics have lost their role as the influential force on the art market and PR is seen as a non-effective tool to attract the non-expert audience to the galleries and affect this audience’s view on art.