Handbook of Entrepreneurship and Marketing
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Handbook of Entrepreneurship and Marketing

Edited by Ian Fillis and Nick Telford

This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship.
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Chapter 24: Blockbusters and entrepreneurial marketing: critics perspectives on meaning making

Ruth Rentschler

Abstract

This chapter examines media discourse as a form of entrepreneurial marketing around the blockbuster phenomenon of JMW Turner, British Romantic artist. Using an inductive framework, content analysis of media discourse of blockbusters in exhibitions, film, auctions of art works and cultural tourism of a historic house illustrate that blockbusters are conditioned by their ideological positioning in the ‘exhibitionscape’. The chapter provides a conceptual framework of critics’ responses to meaning making for blockbusters, demonstrating the role critics play in them as cultural identity projects. This chapter builds on previous research on entrepreneurship from stakeholder perspectives, taking a novel angle that develops prior findings on blockbusters and entrepreneurial marketing.

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