The following dilemma inevitably emerges when a museum selects artworks as objects for its collection and expositions: should the establishment endorse widely recognized artworks in conformity with public taste, or should it accept the most innovative yet the least accessible pieces? In other words, should museums, especially those supported by governmental funds, be expected to guard or even expand the domain of “publicness”? If we suspend the a priori positive value judgment conferred by contemporary democracy on the ideas of “the public” and “publicness”, and instead explore the conditions and social effects of these concepts, we reach the conclusion that for museums to comply with the doctrine of “publicness” means limiting the possibility for art innovation. Once the doctrine of “publicness” is adopted, museums tend to select artworks that are most likely to satisfy public taste and conform to existing knowledge and categorizations. The public is THE market and, as such, represents, exercises, and upholds the dominance of doxa. The symbolic struggle taking place behind the definition and conception of “publicness” may therefore be blurred by our quickness to attach positive connotations to it. To this end, the present essay attempts to lay bare the cultural dominance lurking behind the doctrine of “publicness” and to analyze the challenges and dilemmas that museums encounter when facing “publicness” moral claims that are justified by our present political system.