Özet:

Nowadays, globalisation aims to eliminate the differences between individuals by standardising the world under its hegemony on the basis of the production and consumption principles of capitalism. Globalisation tries to penetrate into the culture, art and all aspects of life by commodifying cultural products and through its strategy of keeping people under control via technology and mass communication. Today, institutions and companies support culture and art events or similar activities to strengthen their images and gain commercial benefits. Festivals are considered to be important public relations tools to reach out to the masses. They not only exhibit cultural and artistic elements but also contribute to interaction between cultures. This study deals with the effects of globalisation on contemporary society and the relationship between globalisation and changing technologies. Moreover, the transformation of culture and art, along with capitalism, is explored. The study investigates the historical trajectory of the concept of sponsorship and the reasons that drive institutions and corporations to become sponsors. It also addresses the social benefits of festivals, the relationship of festivals with art and other disciplines and the cultural interactions of festivals.

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