Terra sebv s acta mvsei sabesiensi s

Sources of Funding for Cultural Institutions in Russia at the Turn of the 21

st

 Century 

 

149

provide free services as a long-term programme of cooperation: it is a 

commercial agreement beneficial to both sides. Organisations or individuals 

that provide financial assistance to cultural organisations expect 

implementation of some of their own goals and interests.  

Sponsorship in the sphere of culture has a number of attractive sides 

for sponsors. First of all, of course, it provides more opportunities for 

advertising the goods or services of the company. It can be far more 

effective and efficient than the cost of broadcasting airtime or advertising in 

print media. However, there are some other motivations for sponsorship, 

such as the creation of an attractive image in the context of the 

implementation of social projects and programmes, as well as 

demonstration of the company’s consistency and social significance (in 

other words, sponsorship as a part of public relations). 

The concept of public relations (PR) appeared in Russia in the second 

half of the 1980s and has still not received a clear interpretation in the 

Russian language. One of the more common definitions considers public 

relations to be the maintenance of good relations between official or 

business organisations and the public, through a variety of activities which 

create positive opinions about these organisations. 

Sponsorship can take the form of allocating funds to pay bills; 

purchases of equipment; providing equipment directly; announcing awards 

and scholarships for fees; dealing with legal issues; providing engineering 

work, etc. Sponsors may be not only commercial but political organisations. 

In such cases, the desired outcome for the political organisation is the 

public support of its voters. Sponsors use the positive image of cultural 

organisations, which has been formed by potential voters for those 

authorities whose administrative decisions can affect the economic situation 

of the sponsors. Therefore, while choosing between seeking direct income 

and increasing the prestige and popularity of their organisation, managers 

would do well to favour the latter, because reputation is the main capital of 

any cultural institution in the literal economic sense of the word. 

An example of active support for various activities of cultural 

organisations during an election campaign is provided by the political party 

United Russia. In February 2008, the Universum art gallery

11

 featured an 

exhibition of amateur artists. As a contribution to the budget of this project, 

United Russia allocated money for the manufacture of frames for the 

works. 

At the turn of 21

st

 century, Russian traditions of philanthropy in the 

Altai region were upheld by A. P. Shchetinin and S. G. Khachaturian (1955-

                                                 

11

 Universum Gallery (GU): Gallery of Modern Art, Altai State University, Barnaul, Altai 

Territory, Russian Federation. 

www.cclbsebes.ro/muzeul-municipal-ioan-raica.html   /   www.cimec.ro

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I. V. Chernyaeva 

 

150

2012), art collectors and founders of the first private art galleries in Barnaul. 

Since 2005 the creators of the best art works of the year, according to the 

results of local exhibitions, have been presented with the annual 

“Shchetinins’ Dynasty of Artists” award. Thanks to Shchetinin’s initiative 

and efforts, a monument to victims of political repression was erected on 4 

November 2010 in Barnaul. Long-term work on the realisation of the 

project, such as the modelling, sculpting and improvement of Farewell 

(created by A. P. Shchetinin, 1987) was carried out directly by Shchetinin. 

The model of the monument and the executed work became a gift to the 

city of Barnaul from the Shchetinin family.

12

 Annually Shchetinin donates 

gifts and offers discounts for artist-veterans on the Victory Day of the 

Great Patriotic War of 1941-1945. 

In 2005 S. G. Khachaturian founded the charity Altai Cultural 

Foundation, which provides assistance to cultural figures, artists and young 

talents. In recognition of his educational activities, he was awarded a Patron 

of Russia medal. Sources of financing for private art galleries include 

workshops for manufacturing easels and stretchers or gallery shops where 

visitors can buy art supplies (examples include Gallery Carmine

13

 and the 

Shchetinins’ art gallery and exhibition hall, Turina Gora). Art galleries that 

exist thanks to income from commercial activities rather than from sales of 

artworks are a particular feature of the provincial art market.

14

 

One area of business is publishing, the effectiveness of which 

depends on the goals and objectives defined by the organisation and the 

publisher of printed materials (museum, gallery). The present goals of 

publishing within cultural institutions include the popularisation of cultural 

values, maximising dissemination of information about the treasures of the 

organisation to all segments of the population and, of course, making a 

profit. Indeed, these goals cannot exist in isolation from each other under 

market conditions. 

Publishing, in the sphere of cultural institutions, is multifaceted. It can 

be divided into the following types:  

- Publication of results of the scientific activities of the organisation; 

- Publication of documents, publications about exhibits of museums; 

- Publication of promotional products including albums, brochures, 

booklets, postcards, brochures, guidebooks, etc.; 

- Editions of regional printed material about museums, for example, 

collections such as “Museums of Moscow,” “Museums of St. Petersburg,” 

“Pavlovsk Museums,” etc.; 

                                                 

12

 Chernyaeva 2013, p. 85. 

13

 Art Gallery Carmine (HGK), Barnaul, Altai Territory, Russian Federation. 

14

 Chernyaeva 2013, p. 85. 

www.cclbsebes.ro/muzeul-municipal-ioan-raica.html   /   www.cimec.ro

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