ABSTRACT
This chapter, describing the duality of art management understanding, introduces and presents M. Gołaszewska’s theory of the aesthetic situation in detail, showing its components (creator, artwork, recipient, world of values, and real world) and relations between them to draw attention to the complexity of the management process from the point of view of the artist considered as a manager dealing with virtuosity, artistry, and creativity. The managerial activity of an art creator is described on three levels: self-management, management of the aesthetic situation, and management of cultural institutions or artistic projects. Finally, as an empirical verification of the practical application of the developed theoretical concepts, the results of undertaken qualitative study on the specificity of managing the aesthetic situation by artists within individual art disciplines in the context of virtualisation forced by the COVID-19 pandemic are presented.
