A REVIEW of ART MARKETING and CULTURE MARKETING STUDIES with SCIENTIFIC MAPPING METHOD: A BIOMETRIC ANALYSIS (2000-2023)

Özgür Kayapınar; Umut Kayapınar

Makale detayları

A REVIEW of ART MARKETING and CULTURE MARKETING STUDIES with SCIENTIFIC MAPPING METHOD: A BIOMETRIC ANALYSIS (2000-2023)

Yazarlar:

Özgür Kayapınar | Umut Kayapınar

Yayıncı:

Trakya University

Dergi:

Trakya Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue Özel Sayı, pp.469-488

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001298065

pISSN:

1305-7766

Anahtar kelimeler:

Özet:

 Art is a phenomenon that can be produced and consumed. Art can be bought and sold, and is valued as a commodity that can be placed in the market as a meta that confers prestige to the person or institution that owns it. Cinema, music, theater, and other phonetic art fields already have a structure that has established itself in the markets. In addition, thanks to the contemporary art market, plastic arts have also become owners of a market and market. In this context, the aim of the study is to map the publications published between 2000 and 2023 in the literature on cultural and artistic marketing. The sample of the study consists of 1309 publications available on the Web of Science WOS and Scopus indexing platforms. The data obtained was analyzed using the Bibliometrix R Package. Within the framework of bibliometric analysis, a descriptive analysis was first carried out to reveal the overall appearance of the data. Then, in order to make more exploratory conclusions, citation analysis, co-citation analysis, co-word, and co-author analysis were applied to the data set where the publications were located. As a result of the co-word analysis, it was found that the key words were grouped in 19 different themes. The theme where the concentration is the highest is culture which is ranked 7th, and the word culture 68 has been observed. The co-citation analysis shows that Johnson and Becker are cited more together than other authors. When the co-author analysis is evaluated in terms of key words, they are gathered in four different key word sets. These sets are: performing arts, arts, music festivals, and branding.

 Art is a phenomenon that can be produced and consumed. Art can be bought and sold, and is valued as a commodity that can be placed in the market as a meta that confers prestige to the person or institution that owns it. Cinema, music, theater, and other phonetic art fields already have a structure that has established itself in the markets. In addition, thanks to the contemporary art market, plastic arts have also become owners of a market and market. In this context, the aim of the study is to map the publications published between 2000 and 2023 in the literature on cultural and artistic marketing. The sample of the study consists of 1309 publications available on the Web of Science WOS and Scopus indexing platforms. The data obtained was analyzed using the Bibliometrix R Package. Within the framework of bibliometric analysis, a descriptive analysis was first carried out to reveal the overall appearance of the data. Then, in order to make more exploratory conclusions, citation analysis, co-citation analysis, co-word, and co-author analysis were applied to the data set where the publications were located. As a result of the co-word analysis, it was found that the key words were grouped in 19 different themes. The theme where the concentration is the highest is culture which is ranked 7th, and the word culture 68 has been observed. The co-citation analysis shows that Johnson and Becker are cited more together than other authors. When the co-author analysis is evaluated in terms of key words, they are gathered in four different key word sets. These sets are: performing arts, arts, music festivals, and branding.

 Art is a phenomenon that can be produced and consumed. Art can be bought and sold, and is valued as a commodity that can be placed in the market as a meta that confers prestige to the person or institution that owns it. Cinema, music, theater, and other phonetic art fields already have a structure that has established itself in the markets. In addition, thanks to the contemporary art market, plastic arts have also become owners of a market and market. In this context, the aim of the study is to map the publications published between 2000 and 2023 in the literature on cultural and artistic marketing. The sample of the study consists of 1309 publications available on the Web of Science WOS and Scopus indexing platforms. The data obtained was analyzed using the Bibliometrix R Package. Within the framework of bibliometric analysis, a descriptive analysis was first carried out to reveal the overall appearance of the data. Then, in order to make more exploratory conclusions, citation analysis, co-citation analysis, co-word, and co-author analysis were applied to the data set where the publications were located. As a result of the co-word analysis, it was found that the key words were grouped in 19 different themes. The theme where the concentration is the highest is culture which is ranked 7th, and the word culture 68 has been observed. The co-citation analysis shows that Johnson and Becker are cited more together than other authors. When the co-author analysis is evaluated in terms of key words, they are gathered in four different key word sets. These sets are: performing arts, arts, music festivals, and branding.

 Sanat üretilebilen ve tüketilebilen bir olgudur. Sanat alınıp satılabilen, mülkiyetine geçtiği kişi veya kurumlara itibar veren, değerlenebilen bir olgu olarak piyasasını konumlandırmış bir meta olarak ele alınabilmektedir. Sinema, müzik, tiyatro gibi fonetik sanat alanlarının zaten piyasalarda kendine yer edinmiş bir yapısı söz konusudur. Bunun yanında özellikle çağdaş sanat piyasayı sayesinde plastik sanatlar da bir pazar ve piyasa sahibi olmuştur. Bu doğrultuda çalışmada, kültür ve sanat pazarlaması üzerine yapılmış olan literatürde yer alan 2000-2023 yılları arasında yayınlanan yayınların bir haritasının ortaya konulmasının amaçlanmıştır. Çalışmanın örneklemini Web of Science WOS ve Scopus indeksleme platformlarında yer alan 1309 yayından oluşturmaktadır. Elde edilen veriler Bibliometrix R Paket programı sayesinde analiz edilmiştir. Bibliyometrik analiz çerçevesinde öncelikle verilerin genel görünümlerini ortaya koymak için bir tanımlayıcı analiz gerçekleştirilmiştir. Daha sonra biraz daha keşifsel çıkarımlarda bulunmak amacı ile yayınların bulunduğu veri setine atıf analizi, ortak atıf analizi, ortak kelime ve ortak yazar analizi uygulanmıştır. Ortak kelime analizi sonucunda anahtar kelimelerin 19 farklı temada toplandıkları tespit edilmiştir. Bu temalarda yoğunluğun en fazla olduğu tema 7. sırada yer alan kültür temasında kültür 68 kelimesi olduğu gözlenmiştir. Ortak atıf analizinde Johnson ve Beckerin birlikte diğer yazarlara göre daha fazla atıfta bulunulduğunu göstermektedir. Ortak yazar analizini anahtar kelimeler açısından değerlendirildiğinde dört farklı anahtar kelime kümesinde toplandıkları görülmüştür. Bu kümeler: performans sanatları, sanatlar, müzik festivalleri ve markalamadır.

Makale detayları

A REVIEW of ART MARKETING and CULTURE MARKETING STUDIES with SCIENTIFIC MAPPING METHOD: A BIOMETRIC ANALYSIS (2000-2023)

Yazarlar:

Özgür Kayapınar | Umut Kayapınar

Yayıncı:

Trakya University

Dergi:

Trakya Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue Özel Sayı, pp.469-488

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001298065

pISSN:

1305-7766

Sanat pazarlaması

Kültür Pazarlaması

Bibliometrik Analiz

Bibliometrix

Biblioshiny

Sayı

Makale detayları

A REVIEW of ART MARKETING and CULTURE MARKETING STUDIES with SCIENTIFIC MAPPING METHOD: A BIOMETRIC ANALYSIS (2000-2023)

Yazarlar: Özgür Kayapınar | Umut Kayapınar

Yayıncı: Trakya University

Dergi: Trakya Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue Özel Sayı, pp.469-488

Belge Tipi: Makale

Yayın Tarihi: 9/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001298065

pISSN: 1305-7766

Sanat pazarlaması

Kültür Pazarlaması

Bibliometrik Analiz

Bibliometrix

Biblioshiny

Sayı

Yazarlar:

Özgür Kayapınar | Umut Kayapınar

Yayıncı:

Trakya University

Dergi:

Trakya Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue Özel Sayı, pp.469-488

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001298065

pISSN:

1305-7766