ART MARKET AS AN ECONOMIC FACTOR IN THE DEVELOPMENT OF KITSCH

This article analyses mechanisms of interaction between the economic sphere and art. It addresses the phenomenon of art market which is not only a commodity turnover system for pieces of art but also is an economic mechanism of their selection; the art market also significantly influences creative processes. The main feature of a piece of art as a commodity is its integrated nature which includes, on the one hand, its artistic value, and on the other hand, its market price. Although the price is theoretically supposed to be no more than a monetary expression of the artistic value, nowadays we see increasing subordination of aesthetic principles to purely commercial purposes, which contributes to the increasing spread of kitsch in the contemporary culture. The modern art market, which is characterized by the perception of artworks solely as a commodity or as a potential investment object, demonstrates an inconsistent combination of economic, political, ethical and aesthetic factors in the evaluation of works of art. Pricing much more depends on the artist’s self-presentation than on aesthetic qualities of his works. Based on the example of Belarusian and Russian artists, the article addresses methods of promoting and branding the author’s name that are most common in the post-Soviet region. It is pointed out that the pressure of the commercial component on artistic merit is seen not only in traditional art forms but also in so-called conceptual art. A low role of art criticism in art marketing is noted as a local feature.

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