Авангард и табу в социалната мрежа Instagram
Avant-garde and Taboo in the Social Network Instagram

Summary/Abstract: The aim of the article is to draw attention to the role of the Social Media and in particular Instagram in the art world. The first half of the text is focused on the anti-institutionalism of the avant-garde movements of the early 20th century. I use the example of Marcel Duchamp’s Dadaist gesture – the unveiling of the ‘Fountain’ as a piece of art to show the importance of the fundamental change in the art world initiated a century ago. In the second half, I analyze Duchamp’s legacy and its importance for the understanding not only of the contemporary art scene, but of the messianic role attributed to the Internet by today’s artists. The example of Richard Prince’s recent exhibition ‘New Portraits’ is used to show the opportunities and limitations offered by platforms such as Instagram, when used as a medium for art distribution. The article also stresses on the new relations between avant-garde and gallery, typical for the post-Internet era.

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