Description
Book SynopsisIn The Patron's Payoff, Jonathan Nelson and Richard Zeckhauser apply the innovative methods of information economics to the study of art. Their findings, written in highly accessible prose, are surprising and important. Building on three economic concepts--signaling, signposting, and stretching--the book develops the first systematic methodology fo
Trade ReviewOne of Choice's Outstanding Academic Titles for 2009 "[E]nlightening."--Times Literary Supplement "But the basic point of this book--that a careful study of economic and related social needs can help us further understand the genesis of many works of visual culture--is undeniable, and the editors' and authors' cogent presentation of the possibilities inherent in their approach is masterful. Recognizing the motivations of elites expands our understanding of the roles that visual works could play during the period we now identify as the Italian Renaissance. As a reviewer I congratulate Nelson and Zeckhauser, while continuing to lament art history's inability--in the Renaissance at least--to gain access to a broader understanding of the diverse society and complex and subtle culture that supported the production of these works."--David G. Wilkins, CAA Reviews "In The Patron's Payoff, art historian Jonathan K. Nelson and economist Richard J. Zeckhauser have harnessed their separate disciplines into a new analytical key for understanding the linked motivations of patron and artist or architect in conspicuous commissions... No less than the American financier who donates a museum wing on condition it bears his name, or the merchandiser who endows a university institute named for him, the results of Renaissance patronage had to be, first of all, highly visible."--Judith Harris, California Literary Review "Nelson and Zeckhauser offer historians of art and culture a powerful method for appraising the driving force behind works of art commissioned in the Renaissance... The Patron's Payoff offers and innovative and potent tool for probing how works of art functioned in Renaissance social life."--Michelle O'Malley, Renaissance Quarterly "The book's interdisciplinary approach provides a blueprint for others who might test these concepts with patrons and periods necessarily omitted from this study. Common language and readable prose illuminate the theory and animate the relationships between works of art, patrons, artists, and audience. This book will be useful to art historians, cultural historians, economists, and others interested in the significance of the production and consumption of elite culture."--D.N. Dow, Choice "These are all well-written, interesting, well-researched essays, varying in chronological range and in geographical focus."--Bernadine Barnes, EH.net "[T]his volume is a model of how cross-disciplinary interaction can enrich the understanding of practitioners in two participating disciplines."--Neil De Marchi, Journal of Economic Literature "The Patron's Payoff is impressive not only for its innovative interdisciplinary approach and the compilation of an extensive source material ... the reading [is] very entertaining, and clearly shows that even high-profile science can be attractive and intelligible."--Mila Horky, Sehepunkte "[This] book [is] an innovative examination of art, economics, and communication that should be required reading for all who admire Italy's grand masterpieces as well as those who have made the study of Renaissance art and architecture a profession."--Fredrika Jacobs, European Legacy "One hopes that information economists will gain as much as art historians can from this book."--Sally Hickson, Renaissance and Reformation
Table of ContentsIllustrations ix Foreword xiii Preface xvii Introduction 1 Part I: THE COMMISSIONING GAME 15 Chapter One: Main Players: Patrons, Artists, and Audiences 17 Chapter Two: Analytic Framework: Benefits, Costs, and Constraints 37 Chapter Three: Theories of Distinction: Magnificence and Signaling 67 Chapter Four: Selecting and Magnifying Information: Signposting and Stretching 85 Part II: THE PATRON'S PAYOFF 111 Chapter Five: Private Chapels in Florence: A Paradise for Signalers by Jonathan K. Nelson and Richard J. Zeckhauser 113 Chapter Six: Commissioning Familial Remembrance in Fourteenth-Century Florence: Signaling Alberti Patronage at the Church of Santa Croce by Thomas J. Loughman 133 Chapter Seven: Signs of Success: Leone Leoni's Signposting in Sixteenth-Century Milan by Kelley Helmstutler Di Dio 149 Chapter Eight: Mantegna's Madonna della Vittoria and the Rewriting of Gonzaga History by Molly Bourne 166 Chapter Nine: Image Is Everything: Visual Art as Self-Advertising (Europe and America) by Larry Silver 185 Contributors 225 Index 227
