• Milena Savic
  • Dragana Frfulanovic Somodji
Keywords: management, visual arts, marketing, exhibition, gallery


This paper aims at showing the importance of management as an established scientific discipline with a broad field of activities in the spectrum of diverse sciences and culture, with the emphasis on a coherent connection with visual arts. Management in art requires adequate steps of professionally qualified people, who would create certain conditions for their activity in order to have an adequate connection between human work, needs and creativity in the field of art, especially visual, and the development and cultivation of artistic sensibility. Visual arts have conceptualized a number of artistic disciplines and crafts and enabled them a greater degree of compatibility, which allowed the freedom of creation and expression of artists, and in some segments made it easier for the audience to understand it. With the technological development of the 20th century, new techniques of creating artistic works and language models have been emerging in the arts, while at the same time demanding adequate ways of presenting to the audience, i.e. developing a positive media background. Traditional cultural institutions are under the pressure of a new wave of culture in society, which has not always worked best for them, they had to develop a life mechanism for contemporary forms of art. Art management gave a richer life to the old institutions, assumed the emergence of new ones, enabled more favorable conditions for artists to create, created the option of easier presenting to the public, connecting with the society-audience and confirming its primary goal - developing and nurturing the cultural needs of people in one region. A special part of this paper, which confirms the previously stated, is the case study of the exhibition Jugotip(Yugotip), where a close connection was established between the exposed works and the audience, which is no longer a passive observer, but an active participant in its own declaration and interpretation of the accomplished works with the possibility of personal participation, offering creative possibilities. In accordance with the modern trends of a modern man's life, management used the existing media forms of presenting the exhibition itself in order to attract the audience, and enabled it to participate indirectly through omnipresent technology, thus creating a close connection between the artists, the works and the audience. Such forms of work confirm the coexistence of art and man at a higher level, causally and consequently, where the artist has the opportunity to get feedback from his audience, which, after the entire process of work and presenting, is the most appropriate critique, that is, the most favorable publicity, which was the goal of marketing.


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How to Cite
Savic, M., & Frfulanovic Somodji, D. (2019). MANAGEMENT OF VISUAL ARTS. Knowledge International Journal, 30(5), 1235 - 1240. Retrieved from