Scandal and shock as tools for promoting contemporary art: Russian art objects and performances that have sold themselves

The article analyzes the phenomenon of using scandal as a key tool for promotion in the field of contemporary Russian art. Using the example of specific art objects and performances, the mechanism by which provocative content initiates a wide public response is considered. This resonance, supported by media and social networks, replaces traditional advertising campaigns, providing projects with maximum audience reach. The paper explores how a scandal transforms from a threat to reputation into an effective resource for attracting attention and achieving commercial and media goals.

scandal, art performance, contemporary art, advertising, PR, media, social networks, provocation, reputation, art institutions, art object, shock value, newsworthy event.