PERSON IN THE ARTISTIC PICTURE OF THE MODERN WORLD: ARTIST, PICTURE, VIEWER

Abstract

Abstract. The relevance of the research topic is determined by the significant changes that are taking place in contemporary artistic culture. They are connected, firstly, with the rapid development of information technologies, under the influence of which the format of representation of modern culture is changing, increasingly inclined to the digital form. Secondly, the changes in the processes of development of contemporary culture are connected with the processes of globalization, with the change in the development of humanity. The current viewer has become more educated, and new approaches to him are needed, taking into account the development of his intellectual level, spiritual and cultural needs. In addition, the financial condition of the viewer plays a significant role. The results of numerous surveys conducted in the last 45 years allow us to confidently say that performative arts, such as classical music, opera, live theater and ballet - as a rule, attract educated, wealthy audience, mostly women, and fine and applied arts - wealthy men. Third, the transformations of contemporary culture are, to a large extent, due to the transformation of mass-culture1 into a cultural form. This universality is determined by the fact that any cultural figure becomes in demand, recognizable and interesting to dealers, as well as buyers, only by being presented through mechanisms capable of actively influencing mass culture - such as advertising, fashion, PR - their influence can be clearly traced in classical art. Drawing parallels between the three components of the contemporary art world and identifying changes in their behavior, the author believes that communication in the art business - between the Artist, the Viewer (client) and the Picture - is now very important. All this leads to changes in the selection criteria for buying and selling art itself - "capital" comes first, as more and more works of art are bought by businesses. This is done both to increase business assets, including goodwill by creating a certain reputation, and to facilitate IPO.