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DOI: 10.15862/47SCSK226 (https://doi.org/10.15862/47SCSK226)

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Сидорова С. А., Красниковский В. Я., Малинин Е. Е. [Video content as a new form of art] World of Science. Series: Sociology, Philology, Cultural Studies, 2026, Vol. 17, No. 2. Available at: https://sfk-mn.ru/PDF/47SCSK226.pdf (in Russian). DOI: 10.15862/47SCSK226

Video content as a new form of art

Sidorova Sofya Andreevna
Bauman Moscow State Technical University (National Research University), Moscow, Russia
E-mail: sidorovasa@bmstu.ru

Krasnovsky Vladimir Yaroslavovich
Bauman Moscow State Technical University (National Research University), Moscow, Russia
E-mail: krvl2007@yandex.ru

Malinin Egor Evgenievich
Bauman Moscow State Technical University (National Research University), Moscow, Russia
E-mail: tarakan1803@gmail.com

Abstract. This article examines cultural products in terms of their full or partial classification as works of art. The following question is posed: «Can cultural products function as art forms in the modern digital environment and perform corresponding functions, or are they self-sufficient and aimed at attracting and retaining the attention of the target audience for commercial purposes?» A video by contemporary blogger Vlad A4 served as the analytical basis for the study. The research method utilized criteria-based content analysis, implemented according to F. Meiring’s methodology, supplemented by elements of multimodal analysis. The following criteria served to classify cultural products broadcast on social media as works of art: artistic innovation, aesthetic enjoyment, sustained emotional engagement, holistic perception, meaningfulness, institutional recognition, and social reproduction. The study concludes that the video in question can partially be classified as an art object, as it satisfies virtually all the criteria. However, the question remains: «What is the primary goal of most cultural industry production: to reproduce and transmit socially significant norms, subsequently shaping positive patterns and behaviors through a deep emotional response and engagement with a problematic issue, or to evoke momentary emotion for the purpose of content monetization?». Thus, the study contrasts a profound understanding of social reality through art with superficial thinking, which is susceptible to manipulation.

Keywords: video content; art; artwork; product of the cultural industry; attention economy

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