(In)Visibilité de l’art sur les réseaux sociaux numériques (RSN) : analyser l’acceptation des RSN par les artistes

Abstract

Improving the visibility of art(ists) is an essential activity which could be mediated by Social Networks Sites (SNS). However, SNS represent both a resource and a constraint for artists. We therefore argue that it is not a straightforward process for artists to accept these technologies. The aim of this study is to identify factors facilitating or impeding the acceptance of SNS by artists. The theoretical framework supporting this research is the situated technology acceptance model (Bobillier Chaumon, 2013). This model proposes to analyse the acceptance of technology through personal, interpersonal, metapersonal and transpersonal dimensions. We conducted a qualitative research with both traditional and digital artists. The method was based on 12 semi-structured interviews and 4 interviews for explanatory purposes. The results highlight the influence of attitudes to new technologies and the consistency between technologies and artistic direction on the SNS acceptance process. Factors facilitating SNS acceptance mainly embody interpersonal and personal dimensions. Transpersonal, metapersonal and personal dimensions comprise negative factors which can lead to a rejection of SNS. We identify 4 types of regulation strategy to cope with negative factors. Among these strategies, we discuss the utility of narrative strategies for the development of both SNS acceptance and artist development