Uman National University | today: 06/19/2025
| Author(s) |
Мазурець Р. Р., , , Козоріз О. Є., , , Ткаченко К. О., , , |
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|---|---|---|---|
| Category | Economics | ||
| year | 2025 | issue | Випуск 106 Частина 2 |
| pages | 108-117 | index UDK | 316.774:659.4:7:316.42(477) | DOI | 10.32782/2415-8240-2025-106-2-108-117 (Link) |
| Abstract | The study outlines the pressing need for artists and cultural institutions to adapt to the new digital realities, which often challenge established norms of audience interaction and artistic autonomy. While social media democratize access to cultural content and enable artists to connect directly with their audience, they also present risks related to content oversaturation, dependence on algorithm-driven visibility, and the potential loss of artistic authenticity due to audience-driven content adaptation. One of the focal points of the research is the evolution of the art business as an ecosystem where creativity intersects with marketing and communication strategies. The paper emphasizes the growing importance of virtual environments, where traditional galleries and exhibition spaces are being complemented – and in some cases, replaced – by online platforms. These digital arenas provide new forms of representation, monetization, and distribution of artistic products, reshaping the way art interacts with its audience. The study draws on data which demonstrates the increasing reliance on e-commerce platforms and social media for art product sales. Instagram is singled out as a particularly powerful tool due to its visual orientation, high user engagement, and capacity for targeted promotion. The war in Ukraine has also influenced how artists utilize social media. Many Ukrainian artists now rely on online platforms to stay connected with the public, share messages of unity and resilience, and raise funds. Despite initial disruptions in internet access and infrastructure, the number of Ukrainian internet users rebounded in 2024, enabling a resurgence in online artistic activity and global outreach. The research concludes that social media are more than mere tools of promotion – they are transformative agents that redefine artistic value, reconfigure audience relationships, and open new economic pathways for cultural production. The digital environment thus becomes not only a platform for artistic expression but also a marketplace, stage, and social space where art acquires new meanings, forms, and audiences. | ||
| Key words | art business, media business, communicative management, social media, digital platforms, art product promotion | ||