A Study on the Entertainmentization of Artwork Evaluation Systems through the MBN Art Entertainment Program Hwa100

This study explores the phenomenon of the entertainmentization of artwork evaluation systems in the contemporary art world, focusing on the art entertainment program “Hwa100”, through a comparative perspective with the art field. Art evaluation systems such as competitions were based on the principle of confidentiality by experts and produced artists’ status and symbolism through a hierarchical system of rewards. In contrast, “Hwa100” creates a new value called “visibility capital” by making the processes of creation and evaluation public through the medium of broadcasting. “Hwa100” introduces qualities intrinsic to broadcasting—such as stage production, setting, and narrative—for the sake of television. At the same time, it shares with art competitions the composition of participants, systems of reward, and methods of evaluation, thereby emphasizing the intersection of entertainment and the art system. The findings of this study reveal that “Hwa100” enhances transparency in evaluation and rewards, highlights artists’ outward images and personal narratives to foster emotional bonds with the public, and reinterprets the authority of the art institution through the language of broadcasting. Furthermore, the program strengthens its entertainment structure through the strategic use of broadcasting formats, including the integration of locality and art, collaborations between artists and entertainers, and the construction of competitive narratives. In this way, this paper is significant in investigating how the art system changes and evolves within the media-centered cultural environment of the 21st century.