Date of Award


Document Type

Thesis - Open Access

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Stephan Pascher

Second Advisor

Morgan Falconer


The twenty-first-century museum is an ever-changing art institution adapting itself to engage a broader audience. The democratization of the museum becomes the priority to make art accessible to everyone. In the quest to find the perfect strategy, museums commit themselves to a constant transformation that seeks to create a unique “business model.” Along this process, institutions provide two-folded experiences to the public; first, the exhibition of art as a spectacular experience, and second, the staging of the museum as an entertaining entity. Today, museum attendance is not necessarily related to the quality of the show anymore. Welcome to the era of the spectacle.