eesti teaduste
akadeemia kirjastus
SINCE 1997
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TRAMES. A Journal of the Humanities and Social Sciences
ISSN 1736-7514 (Electronic)
ISSN 1406-0922 (Print)
Impact Factor (2020): 0.5


Full article in PDF format | https//

Johannes Saar


The article elaborates on the public narratives of an Estonian cultural agent that testify to its rhetorical acculturation to the moral appeal of market-resilience and market rationalism. The cultural aspect of globalization is addressed by scrutinizing media messages that introduce Baltic art audiences to the contemporary global artworld. For that purpose, a discursive study of the press releases of the Art Museum of Estonia from 2006 to 2017 has been conducted. Depictions of the global artworld as a site of cultural anomie, belligerent rivalry and permanent societal crisis have been discussed as a neoliberal cultural fantasy that fosters and encourages aspiring contemporary artists to adapt to the opportunistic, competitive and survivalist role model of the entrepreneur of the self, as argued by Michel Foucault.


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