УДК 004; 008
ARTISTIC COMMUNICATION IN THE DIGITAL AGE: ANALYZING THE WEBSITES OF CONTEMPORARY ARTISTS AND ART GALLERIES IN CHINA
Pang Ningyuan1
1 Siberian Federal University, Krasnoyarsk, Russia.
952243992@qq.com
Abstract. The article is devoted to the analysis of digital communication carried out by contemporary artists and art galleries in China. The purpose of the study is to determine how Chinese artists and art galleries use digital resources to implement digital communication, based on which to offer recommendations for optimizing the use of digital platforms. The empirical material was the official websites used by Chinese artists (Liu Bolin, Zi Bai, Cai Guoqiang) and art galleries (White Box Art Center, MadeIn Gallery and Hive Center for Contemporary Art) for digital communication. The main focus is on analyzing the features of their design, content, functionality, as well as their role in the digital promotion of art.
The study highlights the key role of online marketing in adapting artists and galleries to digital transformation, especially in the face of the growth of online advertising and new technological opportunities. Using the example of analyzing the websites of Chinese artists and galleries, it is demonstrated how digital tools, in particular minimalistic design, multimedia content and virtual exhibitions, contribute to the popularization of art, brand formation and interaction with the audience. Along with this, the analysis of the sites revealed a number of their disadvantages for digital communication. These include limited interactivity, weak multilingual support, and incomplete use of virtual reality technologies. In the article, the author suggests possible strategies for improving the websites of artists and art galleries and thus the very process of artistic communication carried out in the digital space.
Keywords: social networks, Chinese artists, Chinese art galleries, artistic communication in the digital space.
For citation: Ningyuan, P. Artistic communication in the digital age: analyzing the websites of contemporary artists and art galleries in China. Digitalization. 2025, 6(1), pp. 44–57. [in Russian]. EDN FPIZMN.
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