Celebryci we współczesnej sztuce. Cel uświęca środki czy na odwrót?
Celebrities in contemporary art. The purpose sanctifies the means or vice versa

Summary/Abstract: The article raises the issue of artistic image. It examines the mechanism of its shaping and the connection with the quality of the artist’s work. The growing emphasis on the promotion of one’s own image is a cause for concern, as intensive self-promotion sometimes seems to be the overriding goal in relation to the art itself. Artist-estettist, idealist, educator was placed by artist-celebrity. However, today’s cultural reality is much more complex and multi-layered. The results of the research of art audiences and the analysis of examples of contemporary phenomena in art indicate a very unequal level of cultural offer. It is conditioned both by the diverse needs of the viewers themselves, as well as by the search for new solutions in art and the voice of the mass artist. In an excess of artists and creativity, self-promotion often becomes the only way to be noticed and exist in culture.

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