Daniel Hjorth

Ulf G. Lindén Professor i estetik och företagets kreativitet, Centrumföreståndare, Centrum för estetik och företagets kreativitet (ABC)

The fate of Phaeton : Baroque art for management's sake?

Författare

Daniel Hjorth
Peter Pelzer

Summary, in English

In this paper we inquire into the relationships between the Greek myth of Phaeton and Volkswagen's project to produce a luxury car (named Phaeton). Volkswagen apparently felt that the lack of a luxury car opened the possibility to question their 'son-of-God status', just like Phaeton in the Greek story. This inquiry is contextualized in the emergence of a more and more direct art-management relationship, and we approach the relationship through what the VW-Phaeton case suggests are central tendencies: (1) a taming of passion; (2) an aesthetization of business and (3) an effort of make believe. The purpose is to inquire into the baroque, the creative/pathological sides of this relationship, and we do this, drawing on Deleuze and de Certeau in particular, through the concepts of affect (singular sensation, an opening of the context towards the anomalous), passion/desire (a power to become, to produce and invest in images, anticipations of the future) and wonder.

Publiceringsår

2007-11

Språk

Engelska

Sidor

869-886

Publikation/Tidskrift/Serie

Organization

Volym

Avvikelse

Länkar

Dokumenttyp