Skip to main content

Marketing, art and voices of dissent: promotional methods of protest art by the 2014 Hong Kong’s Umbrella Movement.

Patsiaouras, G., Veneti, A. and Green, W., 2018. Marketing, art and voices of dissent: promotional methods of protest art by the 2014 Hong Kong’s Umbrella Movement. Marketing Theory, 18 (1), 75-100.

Full text available as:

1470593117724609.pdf - Published Version
Available under License Creative Commons Attribution Non-commercial.

[img] PDF
Hong Kong Umbrella Movement Patsiaouras Veneti Green Post-review final submitted author manuscript.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial No Derivatives.


DOI: 10.1177/1470593117724609


Limited research exists around the interrelationships between protest camps and marketing practices. In this paper, we focus on the 2014 Hong Kong protest camps as a context where artistic work was innovatively developed and imaginatively promoted to draw global attention. Collecting and analyzing empirical data from the Umbrella Movement, our findings explore the interrelationships between arts marketing technologies and the creativity and artistic expression of the protest camps so as to inform, update and rethink arts marketing theory itself. We discuss how protesters used public space to employ inventive methods of audience engagement, participation and co-creation of artwork, together with media art projects which aimed not only to promote their collective aims but also to educate and inform citizens. While some studies have already examined the function of arts marketing beyond traditional and established artistic institutions, our findings offer novel insights into the promotional techniques of protest art within the occupied space of a social movement. Finally, we suggest avenues for future research around the artwork of social movements that could highlight creative and political aspects of (arts) marketing theory.

Item Type:Article
Uncontrolled Keywords:Arts marketing theory; Umbrella Movement; promotion; protest art; social movements
Group:Faculty of Media & Communication
ID Code:29355
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:16 Jun 2017 14:57
Last Modified:25 Nov 2020 13:26


Downloads per month over past year

More statistics for this item...
Repository Staff Only -