Sotheby's Institute of Art Digital Commons @ SIA MA Theses Student Scholarship and Creative Work 2019 Double-edged Experiences and Their Impact on the Twenty-First- Century Audience: The Ever-Evolving Museum Ana Sanz Menchero Sotheby's Institute of Art Follow this and additional works at: https://digitalcommons.sia.edu/stu_theses Part of the Arts Management Commons, Business Administration, Management, and Operations Commons, History of Art, Architecture, and Archaeology Commons, and the Museum Studies Commons Recommended Citation Sanz Menchero, Ana, "Double-edged Experiences and Their Impact on the Twenty-First-Century Audience: The Ever-Evolving Museum" (2019). MA Theses. 26. https://digitalcommons.sia.edu/stu_theses/26 This Thesis - Open Access is brought to you for free and open access by the Student Scholarship and Creative Work at Digital Commons @ SIA. It has been accepted for inclusion in MA Theses by an authorized administrator of Digital Commons @ SIA. For more information, please contact
[email protected]. Double-edged Experiences and Their Impact on the Twenty-First-Century Audience: The Ever-Evolving Museum by Ana Sanz Menchero A thesis submitted in conformity with the requirements for the Master’s Degree in Art Business Sotheby’s Institute of Art New York 2019 13, 755 words Abstract The twenty-first-century museum is an ever-changing art institution adapting itself to engage a broader audience. The democratization of the museum becomes the priority to make art accessible to everyone. In the quest to find the perfect strategy, museums commit themselves to a constant transformation that seeks to create a unique “business model.” Along this process, institutions provide two-folded experiences to the public; first, the exhibition of art as a spectacular experience, and second, the staging of the museum as an entertaining entity.