Digital Art as a Tool for Social Influence in the Modern Media Space and Metaverse

Introduction: the current research examines the evolving nature of digital art, specifically virtual galleries, NFTs, and AR/VR installations. The primary emphasis is on the metaverse and its impact on society within the Ukrainian context. In Ukraine, digital art has been steadily developing irrespective of significant economic and infrastructural constraints. Several local artists are attempting to become influential in the NFT space. However, metaverse technologies often remain limited. Hence, the study identifies gaps in comprehending the expanded potential of digital art and its capability to enhance major social changes in such countries as Ukraine. Methods: this qualitative research presupposes the use of case studies, online interviews, and a content analysis of social media (Twitter and Instagram) posts. Thematic analysis has resulted in the organization of findings into the following categories: forms of digital art, social impact of digital art, challenges associated with digital art use in Ukraine, and metaverse engagement. Results: the results received indicate that digital art in the metaverse can increase public awareness and has significant fundraising opportunities. However, broader participation in this country is limited. Conclusions: digital art is applied in Ukraine to attract global attention to the war. This indicates the multifaceted capabilities of art and a tool for impacting society.