Date of Award


Document Type

Thesis - Restricted Access (SIA Only)

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Paul Melton


Social media allows for quick dissemination of information, making it an extremely efficient self promotion tool for artists. The ability to create user generated content online has shaped artistic practices in the digital age, and social media has altered the structure of the art market. Allowing for new ways of showcasing and selling work online, artists have been able to capitalize on the corporatization of the internet by promoting their work on their own social media channels. With artists creating art in a social media age, such collective notions of value, economic success and critical success have developed to incorporate fame as a type of social capital. Through a series of case studies that focus on three artist’s digital presence, this thesis looks at the impact social media has had on generating an artist’s success.