THE ARTIST’S WEBSITE. DISCOURSE FEATURES OF ONLINE IDENTITY AND BRAND

Anda-Elena CREȚIU

doi:10.24193/subbphilo.2022.4.12

Authors

Anda-Elena CREȚIU University of Art and Design in Cluj-Napoca. Email: anda.cretiu@uad.ro

DOI:

https://doi.org/10.24193/subbphilo.2022.4.12

Keywords:

Internet communication, WWW, digital genres, discourse features, artist identity and branding

Abstract

The Artist’s Website. Discourse Features of Online Identity and Brand. The present study aims to reveal those discourse particularities displayed by the artist’s home page/website (used interchangeably for our current purposes) as a device to create an artist’s online identity. Specific methods (and steps) throughout the process of creating an online identity overlap with the advertising strategies of branding. Our interest concerns the discourse strategies involved in the two activities in the context of online communication. The particularities of the artist’s home page have been studied from a genre analysis perspective. The aim is to demonstrate that the genre features of the home page (as a cyber genre) determine or at least influence the site’s content. The present research also aims to determine how the content is negotiated within the website’s structure to serve the communicative goals of establishing an online identity and an artist’s brand. The findings reveal several discourse strategies at play to reach the final purpose and that they belong to advertising and e-commerce, on the one hand, and the specialized field of the visual arts, on the other.

Article history: Received 29 July 2022; Revised 7 October 2022; Accepted 6 November 2022; Available online 20 December 2022; Available print 30 December 2022.

REZUMAT. Website-ul artistului. Trăsături discursive ale identității sale virtuale și brandului său. Prezentul studiu are ca scop decelarea particularităților discursului ce caracterizează website-ul artistului/pagina web (termeni folosiți aici interschimbabil) văzut/ă ca instrument pentru crearea unei identități artistice virtuale. Metodele specifice (și unii pași) ale procesului de creare a unei identități artistice virtuale se suprapun peste strategiile publicitare ale brandingului. Ne interesează aici strategiile discursive implicate în cele două activități, în contextul comunicării virtuale. Particularitățile paginii web a artistului sunt studiate din perspectiva analizei genurilor. Scopul este de a demonstra că trăsăturile generice ale paginii web a artistului (ca gen virtual) determină, sau cel puțin influențează, conținutul site-ului. Prezentul studiu urmărește de asemenea să afle cum este negociat conținutul în interiorul structurii site-ului, pentru a servi scopurilor comunicaționale de a crea identitatea virtuală a artistului și brandul său. Rezultatele prezentei cercetări disting diverse strategii discursive ce conlucrează pentru acest scop și faptul că ele aparțin atât sferei publicitare și a comerțului online, cât și domeniului artelor vizuale.

Cuvinte-cheie. Comunicare virtuală, WWW, genuri virtuale, particularități ale discursului, identitate și brand ale artistului

Author Biography

Anda-Elena CREȚIU, University of Art and Design in Cluj-Napoca. Email: anda.cretiu@uad.ro

Anda-Elena CREȚIU is an Associate Professor with the University of Art and Design in Cluj-Napoca, where she has been teaching English for Art for more than 30 years. Her research interests lie with the particularities of the art discourse within a genre analysis approach. Her more recent preoccupations concern American culture and civilization and the relation between art and literature. Email: anda.cretiu@uad.ro

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Selected corpus:

https://benjaminhardman.com/about, accessed July 27, 2022

https://melvolkman.com/pages/about, accessed July 27, 2022

http://www.andreamanningart.com/bio, accessed July 27, 2022

http://philippajrice.com/about, accesssed July 27, 2022

https://alextranphotography.com/info/, accessed July 27, 2022

https://www.sophiekahn.net/bio, accessed July 27, 2022