Political art: An investigation of the Jacob Zuma Spear Painting

B. E. Stiehler, G. Toscani

Producción científica: Capítulo del libro/informe/acta de congresoCapítulo de librorevisión exhaustiva


Brett Murray’s painting “The Spear”, which depicts South African president Jacob Zuma in a Lenin-like stance with his genitals exposed, was received with fuelled government and public reactions. The event received excessive media coverage around South Africa and was even picked up by the international press. Online comments made on news articles, appearing on four of South Africa’s popular newspapers’ websites, were collected, and analysed as a means of investigating why the painting generated so much excitement. The results revealed discussions centring on past and present political issues in South Africa and concerns about Jacob Zuma’s image as president. The study contributes to the body of literature by indicating how William James’s theories, developed in 1890, could be applied to explain the reasons for the emotional reactions caused by a current painting and further confirm that art has an impact on people, especially when portrayed in a semantic context.
Idioma originalInglés
Título de la publicación alojadaIdeas in marketing
Subtítulo de la publicación alojadaFinding the new and polishing the old: Proceedings of the 2013 Academy of Marketing Science (AMS) Annual Conference
EditoresKrzysztof Kubacki
Lugar de publicaciónCham
Número de páginas10
ISBN (versión digital)978-3-319-10951-0
ISBN (versión impresa)978-3-319-10950-3
EstadoPublicada - 2015
Publicado de forma externa
Evento2013 AMS Annual Conference - Monterey, Estados Unidos
Duración: 14 may. 201318 may. 2013


Conferencia2013 AMS Annual Conference
País/TerritorioEstados Unidos

Nota bibliográfica

Series Title: Developments in Marketing Science: Proceedings of the Academy of Marketing Science


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