PRINT Summer 2010

Tania Bruguera

A LONG LINE OF PEOPLE waiting to enter a museum seems to be one highly appreciated measure of success for the institution, as if the time lost in the queue is a currency nourishing the museum, as if entering a museum entails an assumption of disinterest in time. Actually, disinterest seems to be a key word when discussing museums, especially the disinterest in risk that is demonstrated time and again as institutions try to transform the instability that characterizes art into a serene experience.

It is possible that by using a business model that equates stability with success, museums evince their desire to increase their chances of being seen as indispensable, not ancillary, to society. Taking on characteristics of successful corporations (focusing on revenue, franchising where that’s advantageous, maximizing the value of their investments, locating and then fulfilling demand, marketing

to keep reading

Artforum print subscribers have full access to this article. Please sign in below.

Not registered for Register here.

SUBSCRIBE NOW and save up to 65% off the newsstand price for full online access to this issue and our archive.

Order the PRINT EDITION of the Summer 2010 issue for $17 or the ONLINE EDITION for $5.99.

* This rate applies to U.S. domestic subscriptions.