Моделирането на общественото мнение в културните норми чрез „новата религия“ в творчеството на Деймиън Хърст
Shaping public opinion in cultural norms through New Religion in Damien Hirst’s oeuvre

Summary/Abstract: The article expands on artist Damien Hirst’s views of art. Looking in detail into his creative career, the study gives the major challenges facing the artist’s accomplishment. The factual selection traces key events and problems in Hirst’s artistic development. This paper is an attempt at following, on the one hand, the role of PR in art that brought about his undoubted popularity, and his creativity, on the other hand. The analysis is based on Damien Hirst’s personal contribution as a PR promoter of his own work. Hirst challenged audiences through his arrogant behaviour. He radically changed the views of art, using basically Minimalism, Pop Art and Francis Bacon. His style, manner, image, and behaviour played a major role in the artist’s career as PR techniques, developed by Hirst himself in this particular case. The analysis deals with the consistent building of Damien Hirst’s personality, his ideology, gaining popularity and establishing him as a an emblem of one of the best known artists in contemporary world, underscoring the role of the PR campaign he himself carried out.

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