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Changing Ambivalences

Exploring Corporate Sponsorship in the New Culturally Diverse Artistic Practices

Anamik Saha is at Goldsmiths, University of London, New Cross, London SE14 6NW, UK.

This article explores the commodification of difference in relation to the corporate sponsorship of the photography exhibition, Changing Faces. At first the article considers how the exhibition's collection of images of British Asian youth challenged stereotypical representations of Asian youth cultures, but then argues that this counter–hegemonic potential was undermined by the corporate sponsorship of telecommunications company 02. Yet that is not to say that the ethics of such explicit commerciality are immediately guaranteed; instead, there is the suggestion that the epistemological outcomes were much more complex. Indeed, the article adopts a cultural economy approach that shifts from dialectical political economy models of the culture industry and stresses the elaborate and entangled relations through which the production of culture is mediated. This article argues that it is only when these micro–processes are identified and then situated within the wider logic of global capitalism that the ethical implications of the corporate intervention in the culturally diverse arts can be more effectively ascertained.

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