规则的重写与价值的迷失：电商平台对艺术市场的双重塑造

The Rewriting of Rules and the Loss of Value: The Dual Shaping of the Art Market by E-Commerce Platforms

摘要: 本文以布尔迪厄场域理论和本雅明机械复制理论为框架，探讨电商平台对艺术市场的双重影响。在颠覆传统金字塔结构的艺术体系后，在新生态下，草根艺术家得以绕过画廊、批评家等传统中介，通过人设塑造、故事传播与算法推荐，直接连接广泛受众并实现商业价值。同时，流量逻辑也导致艺术价值从“灵光”向数据异化，引发创作快餐化、市场失范等危机。文章最终强调，在尊重技术赋能的同时，必须警惕其对艺术本真性的消解，进而探索在二者间建立动态平衡的可能路径，以构建更具健康性与可持续性的数字艺术生态。

Abstract: This article, based on Bourdieu’s field theory and Benjamin’s theory of mechanical reproduction, explores the dual influence of e-commerce platforms on the art market. After subverting the traditional pyramid structure of the art system, in the new ecosystem, grassroots artists can bypass traditional intermediaries such as galleries and critics, and directly connect with a wide audience and realize commercial value through character portrayal, story dissemination, and algorithmic recommendations. At the same time, the logic of traffic also leads to the alienation of art value from “inspiration” to data, triggering crises such as the simplification of creation and market disorder. The article ultimately emphasizes that while respecting the empowerment of technology, we must be vigilant against its undermining of the authenticity of art, and then explore possible paths to establish a dynamic balance between the two, in order to build a more healthy and sustainable digital art ecosystem.