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Title: Marketing, art and voices of dissent: promotional methods of protest art by the 2014 Hong Kong’s Umbrella Movement
Authors: Patsiaouras, Georgios
Veneti, Anastasia
Green, William
First Published: 14-Aug-2017
Publisher: SAGE Publications (UK and US)
Citation: Marketing Theory, 2017, DOI: 10.1177/1470593117724609
Abstract: Limited research exists around the interrelationships between protest camps and marketing practices. In this paper, we focus on the 2014 Hong Kong protest camps as a context where artistic work was innovatively developed and imaginatively promoted to draw global attention. Collecting and analyzing empirical data from the Umbrella Movement, our findings explore the interrelationships between arts marketing technologies and the creativity and artistic expression of the protest camps so as to inform, update and rethink arts marketing theory itself. We discuss how protesters used public space to employ inventive methods of audience engagement, participation and co-creation of artwork, together with media art projects which aimed not only to promote their collective aims but also to educate and inform citizens. While some studies have already examined the function of arts marketing beyond traditional and established artistic institutions, our findings offer novel insights into the promotional techniques of protest art within the occupied space of a social movement. Finally, we suggest avenues for future research around the artwork of social movements that could highlight creative and political aspects of (arts) marketing theory.
DOI Link: 10.1177/1470593117724609
ISSN: 1470-5931
eISSN: 1741-301X
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright © 2017, SAGE Publications (UK and US). Deposited with reference to the publisher’s open access archiving policy.
Appears in Collections:Published Articles, School of Management

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