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Looking at NFT Art Through the Eyes of Virtual Communities: A Netnographic Analysis

Author

Listed:
  • Murat Aytas
  • Ceren Karaviran

Abstract

With the rapid advancement of technology, the transformation of images into digital codes has enabled computer technologies and their derivatives to be included in the art environment, production, and exhibition methods, as well as traditional tools used in artworks. Blockchain and NFT technology, which emerged because of these developments, merged with art to create a new digital art field. This new technology offers new perspectives on the preservation, exhibition and evaluation of art and plays an important role in the digital art economy. The main problematic of this study is to develop an in-depth understanding of the rise of NFT (Non-Fungible Token) technology in the art world and how this new digital art form is perceived by virtual communities. The effects of NFT on the production, distribution, appropriation, and evaluation of artworks have provoked different reactions among artists and art lovers. This study aims to reveal the value, acceptance, and criticism of NFT art in virtual communities through a netnographic analysis. In this study, the perspectives of virtual communities on NFT were examined using a netnographic analysis method. For this purpose, forum sites such as Donanım Haber, R10, Reddit, Shift Delete and Technopat, which have high traffic and active members, were selected and the content shared on these sites between January and October in 2021, when NFT was popular, was analyzed. Discussions, comments, and opinions about NFT on these sites were analyzed in depth. As a result of the study, it was determined that NFT has received various reactions in the art world, some users find this technology meaningless and speculative, while others see NFT as a revolutionary step in the digitalization of art. It is concluded that NFT offers new opportunities to artists and collectors by securing the ownership, authenticity, and trade of artworks in a digital environment.

Suggested Citation

  • Murat Aytas & Ceren Karaviran, 2025. "Looking at NFT Art Through the Eyes of Virtual Communities: A Netnographic Analysis," SAGE Open, , vol. 15(1), pages 21582440241, January.
    • Handle: RePEc:sae:sagope:v:15:y:2025:i:1:p:21582440241311348
    DOI: 10.1177/21582440241311348
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