Tożsamość, rola i mit artysty jako uwarunkowania jego wizerunku
Identity, Role and Myth of the Artist as a Conditions of It’s Image

Summary/Abstract: Together with the development of market orientation in the sphere of culture, the questions concerning the strategy and instruments of creation of the image of cultural institutions and artists, as well as their effectiveness are more and more frequently formulated in the discourse on art. This also has impact on development of new media that on the one hand expand the possibilities of artists’ communication with culture recipients, and on the other hand make the artist’s image increasingly more shaped by the users of new media. Furthermore, it must be emphasised that on the grounds of marketing, the image is perceived in terms of a resource. The goal of the paper is to show the multitude of factors that shape the artist’s image. The considerations in the paper are conducted while taking into consideration the dimensions of identities, as well as myths associated with artists’ work shaped in recipients’ awareness. A model of determinants shaping the artist’s image is the result of the considerations and analyses. The paper is based on literature studies and semiotic approach contained in the stream of qualitative research.

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