TABLE OF CONTENTS

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

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