The course of Contemporary Art, Society and Business belongs to the group of humanistic teachings which characterize the course of studiose of the Second Cycle Degree of Science and Technical Communication.
The student will be able to know the ways in which contemporary artistic languages ​​and media interact with social dynamics, with a view to overcoming the traditional conception of the work of art (painting, sculpture), related to the figure of a patron and passively enjoyed and contemplated by the public within the places traditionally intended for this (museums, galleries, exhibitions), as a function of triggering participatory dynamics, even in public space, which see the spectator actively acting in the development of the artistic process and the conveyance of its significance. Practices and notions such as those of 'public art', 'active participation', 'performative action', 'relational aesthetics', 'activation of space' or 'artivism', contribute to starting these dialectics, often devoted to analysis and criticism of the complexity of the socio-political and cultural phenomena of the time in which they occur. This transition, which includes the passage from aesthetic to ethical value and from object to subject, already predicted in the age of the Historical Avant-gardes of the early Twentieth century and fully established in the second half of it (from the Sixties and Seventies, with further incentives in the Nineties), in the wake of the Neo-avant-garde debate, also allows us to delve deeper into the art-business combination, with particular attention to the 'artification' processes of companies, based on precise strategies of mentoring, co-branding, patronage and communication. Suitable space will also be devoted to market dynamics, insights into the economics of art and cross-media insights (art, marketing and advertising), to get to the current situation and potential of digital and artificial intelligence.