Download pdf
The Impact of Social Media on the Commercialization and Market Value of Visual Art
- 1 School of Visual Arts
* Author to whom correspondence should be addressed.
Abstract
With the rapid development of social media, every aspect of people's lives has been affected. The art field is also transforming under the influence of social media, which has changed the value of artworks in the market and the commercialization process. This study will delve into the impact of social media on the commercialization and market value of artworks, reveal the intricate relationship between social media and the art market, and provide suggestions for relevant personnel. This research will use a qualitative analysis method to analyze the case of Zhao Xiaoli, a famous TikTok artist. The research results show that social media has democratized information in the art field, thus changing the traditional art market regarding selection, promotion, and transaction. In addition, social media has altered aesthetics in the art field and created more added value for artworks. Faced with such an impact, artists and social media face new opportunities to think and change. Artists should seize the opportunities given by social media, and social media should also give artists enough support to realize the free trade of artworks on social media. Simultaneously, under the influence of technology and the preference for trending content on social media, the art domain may witness issues such as art plagiarism and a tendency for artworks to prioritize popularity over creativity. Social media platforms should increase moderation and support different types of artwork equally. Artists should also maintain their original intentions and create unique works.
Keywords
Social Media, Commercialization and Market Value, Visual Art
[1]. Rani, A. (2014). Role of Media in the Commercialization of Contemporary Arts. Journal of Commerce and Trade, 9(2), 83-87.
[2]. Visone, A. (2016). The impact of online and social media platforms in the art market: A case study on Instagram (Doctoral dissertation, Sotheby's Institute of Art-New York).
[3]. Ashtiani, J. (2012). Social Media Marketing for an Artist: Using Engagement to Build a Loyal Fan Base.
[4]. Kang, X., Chen, W., & Kang, J. (2019, December). Art in the age of social media: Interaction behavior analysis of Instagram art accounts. In Informatics (Vol. 6, No. 4, p. 52). MDPI.
[5]. Daria, M. (2021). Social Media Marketing for Art Projects: Exploring the Possibilities of Using Social Networks to Improve Promotion of VB Photography Centre, Kuopio.
[6]. Wali, M. A., Amin, S., & Rehman, M. (2020). Impact of Social Media in Adoption of New Trends of Visual Arts: A Case Study of Established Visual Artists in Twins Cities. Global Mass Communication Review, 2, 20-33.
[7]. Shahzadi, N. (2020). Instagram: A digital marketplace for independent visual artists (Doctoral dissertation, Auckland University of Technology).
[8]. Peng, H., Mengni, Z., Yang, L., Juanatas, R., Niguidula, J., & Huiliang, H. (2023). Research on Brand Marketing Strategy on Tik Tok Short Video Platform. In SHS Web of Conferences (Vol. 159, p. 02024). EDP Sciences.
[9]. Lammi, P. (2023). How the creation of art is influenced by social media? Aalto University.
[10]. Zhao, J. (2022). The Popularization of Art and the Independence of Art in the Process of Commercialization. The Educational Review, USA, 6(8), 413-418.
Cite this article
Yang,Y. (2024). The Impact of Social Media on the Commercialization and Market Value of Visual Art. Lecture Notes in Education Psychology and Public Media,40,144-150.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 2nd International Conference on Social Psychology and Humanity Studies
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).