Banksy in Turkish Literature in the Context of Value Co-Creation: A Critical Analysis
DOI:
https://doi.org/10.15659/jancr.v8i2.198Keywords:
Marketing, Banksy, Valuation co-created, Critical AnalysisAbstract
Street artist Banksy, who is known all over the world for his anti-war, environmentally and socially sensitive works, has been the subject of academic studies in Turkey in recent years. As Bristol based street artist or a professional team, Banksy is present in various dimensions within art-society and economy as a popular figure that maintains its mystery. Banksy is not only limited to the art world, but is examined and discussed in different disciplines, from art to communication, from sociology to economics. This study aims to analyze the academic view on Banksy from a marketing perspective, to determine Banksy's image and position in the academy, as well as to reveal the components of Banksy's value co-creation process. In the study discussing Banksy from a marketing perspective, "How is Banksy positioned in National Literature?" and what is Banksy's value co-creation model? Answers to these questions were sought through quantitative and qualitative content analysis of 16 publications containing the word "Banksy" in their titles and keywords as a result of TR Index, DergiPark, YÖKSİS and Google Scholar searches; A critical approach was followed in evaluating the findings. When the studies on Banksy in Turkey were examined, it was determined that the literature consisted of 2 theses, 1 book chapter and 13 articles. It was seen that in addition to the emphasis of the art discipline, the subject was also addressed by researchers from the fields of communication and economics. The focus of these academic studies is shaped around the analysis of his works in public spaces and new media, his role in society and his existence in the economic system. Accepting that it contributes to the remarketing of academic publications by being involved in the "co-creation of value" process, the need to increase the critical approach, especially in research examining popular events and phenomena, has been emphasized.
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