Digitization of art influences creative processes and reception of works, shaping the identity of artists. Modern technologies facilitate the wide distribution of art, but at the same time force the adaptation of its form to the demands of the market. The study conducted 37 in-depth interviews with artists, analyzing the conflict of identity resulting from the need to balance one’s own vision and the expectations of the audience. The results indicate that digital promotion of art leads to its shallowing and commercialization, forcing artists to redefine their identity. Conscious use of technology and reaching competent audiences is proving crucial. Strategies for reducing conflict, such as seeking new forms of symbolic communication and redefining creative goals, were identified. The conclusions emphasize that art should not only aestheticize reality, but also encourage critical reflection and conscious participation in culture.
A Thu, study studied this question.