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Curadurayrelacionespblicas|[esferapblica]

Curadurayrelacionespblicas
publicadoporObservatorioen2015/11/01.
temaestado del mercado,reciente

ElCharlatan,GiovanniDomenicoTiepolo,1756.

LucasOspinaescribesobrelasdiferenciasentreloscuradoresylosmercaderesdeocasin,en
elArtReviewsummer2015issue
:
Allcuratorsarepublicrelationsspecialists,butareallPRScurators?Asthesocialdynamicsofthe
artworldevolve,andthesettheoryofpublicrelationsengulfsallkindoftradesfrominfomercialist
toauctioneeraverynarrowspace,suchasthiscolumn,canbededicatedtothinkingabout
differencesbetweencuratingandpublicrelationsbeforeahappyendingsignalstheendofall
distinction.
1Thecuratorwritesessays,notintroductions./PRSpractisealltypesofadvertising,acrosswhatever
formatisrequired,andmeasureitsresultsincolumninches.
2Theartexhibitionisonlyincidentallypedagogical./Therearepedagogicalexhibitions.
3Thecuratordoesnotexplainthatwhichisalreadyevidentintheworkbutmentionswhatisobvious
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whennobodydarestosignalit./PRStrustneithertheworknortheobserver.Intheireagernessto
persuade,theyfillthevoidwithexplanationsthatpeopledontneedoraskfor.
4Thecuratorisquestioningandrecklesssheputsherlifeandherjobatriskandintoplay./PRS
areartsdiplomaticcorps.
5Thecuratorlearnshertradeinstagingtheartexhibitionshehasthesametactileinstinctasthe
collector./PRSaretrainedinbalancesheets,equationsandindicators.
6Thecuratordoesntdistinguishwhatshesaysfromhowshesaysit./PRSplacecontentsand
budgetunderdifferentheadingsonthespreadsheet.
7Intheartexhibition,asinacandystore,formistheessentialquestion,theinitialimpulsethatleads
totheglucoseofcontent./Thereareexhibitionsthatconfuseformwithsubject:inalargespace,
moresubstance,inasmallspacemoresubstance(full).
8Thecuratorisaparasitewholivesoffcitingothers:reorderingandcreatingnewconstellationsof
subjectivities./PRS,despitetheirname,donthaverelationssomuchastransactions.
9Thecuratorphilosophiseswithahammerandworkshertextswiththemeticulousnessofa
watchmaker./PRSwritewiththesamediligenceastrafficpolicefillingintheboxesofapenalty
notice.
10Thecuratordoesntreadsherereads./PRScollectpressheadlines.

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Prestidigitador.ElBosco,1475.

11Inartexhibitionsthecuratordoesntrecreatehistory,shecreatesit./PRSmakeanecdotaluseof
history:achildoflimitedresourceswastouchedbyart!Thispiecewasrestored!Etc.
12Thecuratordoesntconfusetheartexhibitionwiththecatalogue./PRSmakescataloguesfromthe
exhibitionandfromthecataloguesmakecoffeetablebooks.
13Theartexhibitionisameansofputtingideasintoplay./Thereareexhibitionsthataretheendof
anidea.
14Thecuratorisastransgressiveastheart:shetransformstypesofworkafterinitiallyclassifying
them./PRSfeverishlyseekcategoriesandboundariesofclassification.
15Thecuratorputsartbeforelife:shepreferstheworktoitsauthor./PRSdisguisetheworkwiththe
faceofitsmaker:theycrossdresstheworkbeforepresentingittosociety.
16Thecuratorisachildofhertimebutlivesdays,months,yearsandevendecadesahead./PRS
neverstoptalkingonmobileswithunlimiteddataplans,minutesandinternationalroamingintheir
fugitiveoperationsfortheculturalsquattingofnewartscenes.
17Thebeginningandendoftheartexhibitionislanguage./Thebeginningandendofsomeart
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exhibitionsisthecocktailreception.
18Thecuratoranswerstolanguage./PRSanswertotheirsuperiors.
19Thecuratoraccompaniestheartexhibitioninsicknessandinhealth./PRSmarryanddivorcethe
artdependingonthesuccessorfailureofexhibitions.
20Thecuratorknowsthatnoworkofartiswithoutdefects./PRSmakeperfectionareligion:they
conceal,disguiseandignorethepotentialfordissonance.
21Thecuratordoesnotstagepoliticalexhibitionsbutmakesthempolitically./PRS,elitecourtesans
ontheservingstaff,aresubmissivenewcomerstothepoliticalsphere.

WatkinsMedicineShow,1917

22Thecuratorisawareofmarketvaluebutisnotswayedbyit./ForPRS,thepriceofanartwork
speaksforitself.
23Thecuratoraddressesthemeaningofaworkandforecastsartsatmosphericstates./PRScontrol
thetemperatureofanexhibition:theyensurethatthemeaningofworksdoesnotheatup,thaw,melt,
spill,polluteorevaporate.
24Forthecuratorthereisnopublic,onlyindividuals./PRSarepassionateaboutthepublicand
despiseindividuals.
25Paradoxicalsoliloquy:thecuratorhearstheartexhibitionsvoicesonhersolitary,thoughtful
rounds./PRStourtheexhibitionviathecctvmonitorsoftheprivatesecuritysystem.
26Thecuratorisartscirculatorysystem./PRSworkinCustoms:theyverifydocuments(biographies,
insurancepolicies,creditsandsponsorslogos).
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27Thecuratorisolatesofficialdiscourseaboutthecontentsofexhibitions:shelocksuptheprotocolof
courtesyinthevaultofetiquetteandthrowsawaythekey./PRScantgetoutofthisvault,andinthis
isolationallofficialdiscoursetakesplace,thespellthatturnsexhibitionsintopropaganda,the
performanceofrhetoricanditspearlsofwisdom.
28Thecuratorknowshowtoimprovise,workwithwhatshehasandmakethebestofthemeansat
herdisposal./PRSareincapableofrespondingtosetbacksandneverleavehomewithoutalegal
umbrella.
29Curatorialtextsdonotinform,supportorcommunicate:theyunderstand./PRSinsiston
explainingtheartandofferthefirsthitofpedagogyfornothing:addictiontoexplanationsdoesthe
rest.
30Thecuratoruseswintergloveswhengreetingthepoliticianandboxingglovestotalkwiththe
critic./PRSlavishthemselvesonthepoliticianandprotectthemselvesfromthecritic.
31Thecuratoronlyincorporatesworksthatgeneratepoliticalfrictionwhensheispreparedforthe
politicaldebate./PRStheoriseaboutpoliticswiththesameselfsatisfiednaivetyofanadolescentwho
wearsunderwearprintedwiththeimageofCheGuevara.
32Forthecurator,allartiscurrent:newartcriticisesoldartasmuchasoldartcriticisesnew.Bythe
timeculturearrives,arthasalreadymadearoundtrip./ForPRSthereisnocontinuityinthe
dialogueofart:theysegregate,fragment,mark.Theyisolateandsilencetheunceasingconversationof
arttheyarethefluffersofatiredculturalorgy.
33Oncetheartexhibitionhasbeencurated,thecuratordoestherightthingshedisappears./For
PRS,noonecandisappear,thefocusisonthefigures,creditsandlogos,theonlyaimistosacrifice
namesbeforethealtaroffame.

LucasOspin

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