New Sense Value Orientations in the Cultural Potential of Contemporary Art

Abstract

The purpose of the study is to characterise the semantic value orientations of contemporary visual and audio-visual arts. The research methodology is to use a set of general scientific methods, in particular, analytical and comparative methods to compare the essential features of different types of artistic forms and the method of deduction to identify the results obtained. Scientific novelty. For the first time, contemporary artworks are analysed from the standpoint of their value orientations, and street art objects are singled out in terms of their ability to attract attention by being placed in a public space that is not adapted for focused contemplation of works of art. Conclusions. The value orientations of contemporary art are considered mainly through the prism of market categories of supply and demand and media indicators, such as the number of visits to websites, the number of views on social networks and video platforms, etc. The ability of art to impose values and ideas on society through the placement of its artefacts in public places is also considered as a value. The weight of the inherent aesthetic value of contemporary artworks in the formation of their market value remains controversial.