(Art)ificial Reminiscence of Cultural Heritage in the Service of Marketing Communication
Abstract
This scientific paper represents a complementary and parallel extension of the initial empirical study “Deepfake: Digital Reincarnation of Art” (Štosel & Spálová, in press). The primary objective of the aforementioned study is to identify the attitudes of fans and followers on social media who responded to marketing and communication activities related to the application of generative artificial intelligence tools of the Deepfake type, in the context of the digital reincarnation of artworks presented within cultural institutions such as The Dalí Museum in Florida, the Danish Museum Fredericia, and the Liptov Museum in Ružomberok. This research study builds upon the same methodological foundations, while focusing on a different empirical dataset. The main aim of the research is to examine the attitudinal responses of participants on social media platforms such as Facebook, Instagram, and YouTube, in relation to three curatorial projects: Ask Dalí, Deepfake: Unstable Evidence on Screen and Interactive Holograms: Survivor Stories Experience of the three cultural institutions The Dali Museum, Museum of the Moving Images and Illinois Holocaust Museum. The output is framed within a qualitative approach, grounded in content-based sentiment analysis. This analytical procedure makes it possible to explore participants’ attitudes as articulated through comments on social media toward the application of generative artificial intelligence tools of the Deepfake type, with particular attention devoted to their use in the digital reincarnation of artworks.
Key words
Art Marketing Communication. Cultural Institutions. Deepfake. Digital Transformation. GAI.
Štosel, M., Spálová, L., & Kapsová, E. (2025). (Art)ificial Reminiscence of Cultural Heritage in the Service of Marketing Communication. European Journal of Media, Art & Photography, 13(2), 112-121. https://doi.org/10.34135/ejmap-25-02-07
(Art)ificial Reminiscence of Cultural Heritage in the Service of Marketing Communication © 2025 by Marek Štosel, Lucia Spálová, Eva Kapsová is licensed under CC BY-NC-ND 4.0.
