Performativity in contemporary fine art

The purpose of this study is to identify the specificity of performativity as a key characteristic of contemporary visual art that transcends the traditional representational model. The article examines the transformation of artistic practices in the second half of the 20th and early 21st centuries, associated with the expansion of artistic boundaries and an emphasis on processuality, eventfulness, and communication. Particular attention is given to performance art as the starting point for new forms of visual art and as a methodological foundation for their development. Contemporary practices such as urban sketching, street art, yarn bombing, art challenges, flash mobs, land art, as well as digital and network-based projects, including NFTs, are considered. Their analysis demonstrates that performativity manifests itself through an emphasis on action, audience engagement, collectivity, and the temporality of the artistic act. The novelty of this research lies in a cultural interpretation of performativity as a complex phenomenon integrating aesthetic, social, political, and medial dimensions. It is shown that under the conditions of globalization and digitalization, the artistic process acquires the character of a collective ritual, in which the result gives way to the event itself. The findings reveal that performativity has become a fundamental principle of contemporary art, generating new forms of cultural memory and novel modes of interaction between art and society.