Les stratégies face au mythe controversé: le cas Picasso

Marie Ballarini and Sarah Lasri
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Marie Ballarini: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Sarah Lasri: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: In the era of #MeToo, the list of scandals involving public figures such as actors and artists continues to grow. Whether living or deceased, they become the focus of controversies that not only challenge their cultural legacy but also jeopardize their economic value. As society increasingly rejects violence against women, do these artists witness the collapse of the myths associated with them? A case study of Picasso highlights the construction of twoantagonistic myths that coexist and clash while simultaneously sustaining each other through a strong religious dimension. Museums, by implementing strategies that modulate the balance of power between these myths, contribute to the perpetuation of this duality.

Keywords: myths; controversy; museums; cultural and creative industries; #MeToo (search for similar items in EconPapers)
Date: 2025-05
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Published in 41ème Congrès International de l’afm (Association Française de Marketing), May 2025, Lille, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05465060

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