Jenny White’s article, “Technology Increases Speed and Globalization of the Art Market” (2014), suggests that the expansion of the internet is changing the way the art market operates and how competitors must react to the globalization of the industry. White supports this by outlining the way artists and consumers have adapted to the flourishing online industry with strategies being used by an online art platform called ARTUNER. The author’s purpose is to emphasize the growing online marketplace strategies for the art industry in order to stress the positive ways globalization is expanding how artists can promote themselves and how collectors can become more sophisticated in cultivating their collection. The audience being addressed are fine art connoisseurs and aspiring artists who are seeking a reputation through the online market who value the education and importance of art across the world.
The e-commerce platform ARTUNER mentioned in the article is a prime example of the way the art market has been reshaped to flourish on the internet over other forms of art auctioning. The increasing amount of technology has impacted the economical side of art, pulling it in a different direction than was used back in the day. Traditionally, fine art was bought and traded through high end collectors and museums, making the art world unreachable to a number of different people across the world. I agree that the internet has provided a positive outlet for consumers to grow and the general public to become more interested in the art market. Although patrons have shifted to different types of people, the web has created a huge increase in economic value of various types of art.
The article stated that the number of collectors is growing through organizations such as ARTUNER, and providing a more focused collection of reputable and aspiring artists that appeals to greater masses but keeps the sophistication of art exhibitions. Could the value of the collection still be at stake however, due to the fact physical observance cannot take place of the artwork, as well as the eclectic nature of the collections? Sophisticated buyers may view poorly of outlets such as this, desiring a higher end product with less selection. Another concern about the use of the online art market is the way museums and other organizations who conserve the value and culture of artwork utilize these outlets. Will the way artwork is obtained have to be rethought due to the fact many desired pieces are now so readily available to the masses? And how will the preservation of economic and cultural value be kept in artwork of recognized artists based on the growing online marketplace?
Nonetheless, the growth of the internet has created numerous outlets for the aspiring artist and the art market altogether. The principles and values of other cultures’ artwork has increased in availability across the globe, and can be more fully appreciated by the public. Overall, organizations like ARTUNER have utilized the web with the best intent to keep valued artists from getting lost in the technological world, as well as keeping consumers happy with growing availability and knowledge. I believe the approach used by e-commerce art exhibitions to educate the consumer and expand passion about the arts has created a venue of the marketplace that can preserve the culture of the arts.
White, Jenny. “Technology Increases Speed and Globalization of the Art Market.” Private Art Investor. Private Art investor Specialist Insight Limited, 20 May 2014. Web. 16 Feb. 2016.