Comment se confronter au marché: les nouveaux médias face au marché de l'art

Media art has traditionally remained on the fringes of the art market. However as networked technologies become a part of our daily lives, we see the emergence of a generation of artists working with and through the internet, and gaining a larger presence within the art world. Post-internet artists represent the first generation of artist to grow up with the internet who also have an understanding of the global art market and contemporary capitalism. It has become imperative for artists to actively engage with today’s market economies or remain on the fringes and largely disempowered and hardly sustainable. In the globalized market economy, technology and art begin to converge in different ways opening up to possibilities to challenge traditional models of presentation and distribution of art. This paper maps a brief history of media art and its confrontations with the market through both the art and technology sectors. New technologies begin to transform the emerging landscape of the art market through blockchain and time-based media art forms such as VR that offer ways of reconsidering models of the presentation and distribution of art within commercial contexts. Yet the greater challenge remains in creating a cultural economy and art market that is more fairly distributed.