ART MARKET REPRESENTATION IN POPULAR CULTURE

Abstract

The author investigates the representation of the art market in the context of popular culture. The methodological basis for the article was the interdisciplinary approach of Cultural Studies, in particular the theory of «circuit of culture», which makes it possible to study the dynamics of contemporary culture. Popular culture emerges as a important factor that reflects the contemporary cultural and artistic process. At the same time it influences the further development of the sphere of culture and art. The representation of the art market becomes an important feature of the art market phenomenon, which requires a constant support of its discourse. The art market emerges as a meaningful space for the emergence, presentation and consumption of contemporary art. Sarah Thornton's bestsellers about art are analyzed to illustrate the author's thoughts. Bestsellers about art are seen as a mediator between the art market and the reader. Readers promote the spread of cultural and artistic ideas among a wide audience and. These ideas, as works of popular culture, require intellectual, emotional and moral activity of the reader. Popular culture works are actively responding to people's desire to broaden their horizons. They are offering more and more new cultural pieces, which contribute to social and cultural changes themselves.