KULTURA I TRŽIŠNI FUNDAMENTALIZAM
CULTURE AND MARKET FUNDAMENTALISM

Summary/Abstract: The subject of this paper is the analysis of the position of culture in the era dominated by market and in the world perceived from the market perspective. The relationship between the culture and the market was being developed through the entire twentieth century. This paper analyses attitudes towards the culture in the paper Dialectic of Enlightment by Theodor Adorno and Max Horkheimer. The attitudes in question are related to consumers of cultural industry observed as objects of (ideological) manipulation. The paper also deals with the analysis of and with basic ideas in the paper The work of art in the age of mechanical reproduction by Walter Benjamin. Proponents of culture economics, cultural tourism and creative industries want to show that the culture can make profit and that current perception of culture, as only a segment in public expenditures, should be transformed into understanding the culture as one of the key elements for economic and social development of the society. Market fundamentalism is attempting to penetrate into all spheres of human life. It wants to influence all moral values, family relationships, culture and works of art and products of spiritual activities and to subordinate them under the influence of market laws. Products of human activities and social interactions are principally reduced to goods and fight for profit. Culture policy is facing a dilemma: should a country focus on public interest, i.e. on satisfying and development of culture needs and interests of its population or it should let the culture to be regulated by the market.

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