Abstract
The art magazine is one of the important sources of information for the development of contemporary Taiwanese art. Since the mid-1990s, the development of contemporary Taiwanese art was influenced by the impact of globalization, and promoted by the government cultural policy. As a result, contemporary Taiwanese art has become more transdisciplinary and industrialized. This testifies that the development of art has a closer relationship with government cultural policies and media-the art magazines. This study examines how politics, economics and social environmental changes affect an art magazine to play its role as a mediator in the promotion of arts education and the commodification of art. Artist Magazine, founded in 1975, is the leading art magazine in Taiwan. The study focuses on the special feature of Artist Magazine, issued monthly from 1996 to 2008.The first chapter reviews the stages of development in contemporary Taiwanese art from grass-root realism, to the assertion of identity, to the present globalization. I argue that the year 1996 was an important demarcation point. The second chapter discusses the present development of art magazines in Taiwan. The third chapter describes the development of Artist Magazine published from 1975 to 1995. The fourth and fifth chapters classify and analyze the content of the monthly special feature issued from 1996 to 2008 by the method of content analysis, with a subject classification framework. From the analysis of Artist Magazine, we find that the main direction of the magazine is to construct the history of Taiwanese art. The magazine provides rich and complete national as well as international art news and information. It successfully meets public demand. Under the founder Ho Cheng-Kuang’s leadership, the magazine strategically transforms the monthly special features into the promotion of its art book publishing. Mr. Ho steadily operates his art book publishing company with a marketing strategy that embraces both the elite and the general public.
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