Reasons of holdings support of contemporary art in the context of globalization in regards to review in Turkey

In the era of neoliberal politics and globalisation after 1989, the intertwinement of art and culture with media and advertising is becoming more apparent. In the art market with an approximate size of 300-350 million USD in Turkey, contemporary art continues to increase its share.The purpose of this thesis is to examine the effects of globalisation on Turkey, the motives of large organizations to support contemporary art with examples from our country.In the thesis, the history of sponsorship both in Turkey and in the world is mentioned and motivations behind the support of contemporary art is laid out. Brand organization and image concerns became the priority for corporations as manufacturing was outsourced to the developing countries. It is observable that in a rapidly changing modern world, corporations seek to project an image of innovation, change and creativity to the consumer. Contemporary art is a feasible platform to create such lasting images. That is why contemporary art is used to create a positive corporate image, to increase brand awareness and to increase sales by achieving the goodwill of the public via social responsibility. While realizing these objectives, corporations took advantage from tax incentives, made good impressions on their employees, and benefited from the financial revenue of art related activities. While not expressed directly, art is also used as a tool to obtain higher social status. The fact that the market for fields like impressionist art is narrow increases the need for living artists; this results in a rise of sponsorship in this area.For the research, texts were read, interviews were conducted with the primary holdings and corporations in Turkey which engage in contemporary art sponsorship, and answers to the questionnaires sent to the PR departments of these corporations were analysed. Keywords: Contemporary art, globalisation, sponsorship, corporate image, social status