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Abstract


AN AREA WHERE THE WINNER AND THE LOSER BECOME BLURRED: ART AND SPONSORSHIP RELATIONSHIP
Although the close relationship of art with commerce and economic capital ownership has been known since the early periods of history, the contributions and damages of this relationship to the parties have brought along debates. Concerning art sponsorship; this agenda has become even warmer when oil companies, British Petroleum (BP) being in the first place, increased their sponsorship supports to art institutions in order to draw attention from nature to art, following the great environmental disaster which occurred in the Gulf of Mexico in 2010. In this case study which was conducted for art and capital relationship; the sponsorships for art institutions in England were examined, the art institutions publicly sponsored by the two large oil companies, BP and Shell, and the official wep pages of the companies were screened on the basis of “sponsorship”; and it was tried to expose the company culture and market language by tracing public relations in the explanations under the relevant tabs. The explanations were analyzed with qualitative content analysis method and it was tried to catch common themes from the information relayed by the parties under the title of art sponsorship. It was found that both art institutions and oil companies relayed information about sponsorship studies with a similar language; art sponsorship was positioned as a public relations strategy featured with qualities such as creating a social responsibility perception, reaching the large masses and serving as a means of cultural legitimacy and this sponsorship gave oil companies holding the power by this way an opportunity of transforming the power to the cultural and social capital.

Keywords
Public Relations, Sponsorship, Art, Capital


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