When art is worth gold : The Culture in Business program of the organization Culture pour tous and the artist as mediator-manager
This text proposes to analyze the mediator program of the Quebec organization Culture pour tous. The objective is to show that the program is based on a set of economic values belonging to the neoliberal model in its current managerial phase of capitalism. The goals of the program align with the objectives to neoliberal knowledge and neomanagement of the 1990s, as supported by Giovanni Schiuma. A good number of ideological elements are inscribed in the Culture in Business program, among them the instrumentalization of art, through the notion of the artist as mediator-manager. The main function of cultural intervention is to increase sales and productivity. We put forth the idea that cultural intervention in businesses cannot remedy or overcome the alienation of the individual in the workplace.