Fillis, IR and Lehman, K (2022) Cultural murals and the evolving nature of the hero concept: an arts marketing context. Arts and the Market. ISSN 2044-2084

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Abstract

Purpose: We provide an understanding of how the hero identity is culturally constructed and evolving. We focus on heroism within an arts marketing framework through an interrogation of Northern Ireland murals. We elaborate on the links between arts marketing thought and the notion of hero and draw conclusions around what we see as a fruitful area for arts marketing theory.
Design/methodology/approach: We have adopted a narrative approach, incorporating biographical method, visual analysis and ethnography in interpreting cultural murals. We assess representative examples in Northern Ireland using a thematic framework.
Findings: The murals we assessed have evolved from having a specific community focus to increasing numbers which now represent a ‘shared’, and therefore more modern, version of the hero.
Originality: Although analysis and evaluation of political murals has been carried out in other disciplines, we add to the limited insight from an arts marketing perspective.
Research limitations/implications: We identify an emerging, aesthetically balanced portrayal of cultural murals, with a different set of heroic priorities compared to the past, which should encourage further related research elsewhere.
Practical implications: Northern Ireland murals are no longer the preserve of specific communities and are now also shared spaces which appeal to both the local population and cultural tourists.

Item Type:	Article
Additional Information:	This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com
Uncontrolled Keywords:	hero; folk hero; arts marketing; culture; 1505 Marketing
Subjects:	H Social Sciences > HT Communities. Classes. Races H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products N Fine Arts > N Visual arts (General) For photography, see TR
Divisions:	Business & Management (from Sep 19) Doctoral Management Studies (from Sep 19)
Publisher:	Emerald
SWORD Depositor:	A Symplectic
Date Deposited:	23 Jun 2022 09:17
Last Modified:	06 Oct 2022 11:45
DOI or ID number:	10.1108/AAM-10-2021-0056
Editors:	Meamber, Laurie
URI:	https://researchonline.ljmu.ac.uk/id/eprint/17138

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