Corona Art Challenge 2020. Strategy of Re-Interpretation/Creation in Art-Marketing in the Environment of Participative Culture of Social Media
Corona Art Challenge 2020. Strategy of Re-Interpretation/Creation in Art-Marketing in the Environment of Participative Culture of Social Media

Summary/Abstract: Our study reflects on the unique digital social activity Museum Art Challenge initiated by the Getty Museum in Los Angeles in a transdisciplinary fashion (touching on aesthetics, psychology and media and communication studies), which was shared on social media during the lockdown during the years 2020 and 2021. Our theoretical vantage points refer to the strategy of re-interpretation in the context of postmodern arts (V. Kordoš, C. Sherman, Gemmy). The recreation phenomenon is also discussed with a reference to the transformation of social communication into the environment of the so-called digital participative culture and the relatively novel concept of art-marketing. Using the method of qualitative hermeneutic content analysis, we investigated the artifacts (paintings created in the limited conditions of households on the basis of recreation of iconic art pieces from the collections of world galleries) created by Instagram users, and the specific research file also consisted of students studying media and communication sciences and aesthetics at Constantine the Philosopher University in Nitra (Slovakia). The results of our study indicate certain common strategies of social media users when re-interpreting art pieces.

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