20
Since the project was launched in 2012, 153 out of 937 local artists who took
part in the open calls for AiR, workshops and European exhibitions went on
exchange programme in the framework of CreArt.
1.5 Adaptation to the digital shift
Traditional cultural sectors such as visual arts or heritage, although being affected by the
new technologies to a lesser extent than the audiovisual, music and publishing sectors,
still need to adapt to a digital environment that favoured the emergence of new players
(Internet service providers, platforms, social media etc.) and linkages across various
sectors and with other industries (such as fashion, high-end or tourism) (EC 2012).
Digital tools and technologies disrupt the creation, circulation, consumption and
monetisation of creative content, cultural products, events and artistic projects. For
instance, new and less costly distribution channels are emerging for the CCS that
increase their potential to reach audiences, ultimately leading to an increased choice
for the consumer and therefore increased cultural consumption (HKU 2010).
Regarding visual arts in particular, digital tools and the Internet provide new techniques
and new means of creation as well as extended diffusion opportunities for artworks.
Thanks to broadband connections, the international distribution, exchanges and
cultural dialogue is facilitated but involves transformation of business models and
revenue streams for the arts sector. In this framework, the fair remuneration of artists
and authors and the protection of their work against piracy become challenging.This
new virtual context is also risky in the way that cultural content may be treated as
another commodity and therefore devalued. Digitisation blurs the boundaries between
artist and public (at present, user-generated content may be created and shared by
everyone) as well as between the creator, the distributor and the consumer (for
instance, direct relation between artists and audience).
Some cities and cultural organisations have however embraced such digital shift,
making a profitable use of new technologies to explore new ways of creation, mixing
the arts and sciences or the arts and ICT, leading to new forms of artistic expression,
innovative products or processes and new ways to interact with audiences.
Ars Electronica, Linz
