ARTS MANAGEMENT BEYOND EVENTIFICATION

Arts management nowadays copes much more with design of the contents and dramaturgy of events, planning and production scheduling, marketing processes of the specific event, communication and promotion of the event than with a critic conceptualization of the forced relation between arts and instrumental thinking (Habermas). In a new perspective of a cultural and social role of the arts, autonomously and not only instrumentally/economically conceived (i.e. the so called cultural deposits) the aims and core of a necessary reconceptualization of the relation between the arts and management could concern a struggle against the “eventification” of the arts management: to requalify the relationship between arts and aesthetics in the frame of the need of new categories but the solid of modernity; to develop awareness of the importance of creativity and innovation for individual, social and economic development; getting closer to communities; taking advantage of the new technologies; attracting new audiences; to stimulate education and research; to promote and bolster policy debate on art issues; to disseminate good practices.