The Digital Revolution and Cultural Reconfiguration: The Impact of the Internet and Social Media on Values and Behaviors

Abstract: This paper analyzes the impact of digital technology on cultural paradigms, with a specific focus on the transformation of art perception and consumption. Considering the influence of the internet and social media on cultural values, behaviors, and identity, the study explores how these technologies have democratized access to art while also contributing to its potential trivialization. The viral example of Cattelan's "banana" is used to illustrate how an artwork can become a viral phenomenon in the online environment, generating extensive public dialogue while simultaneously diluting the initial artistic message, alongside changes in the actual valuation of objects. The paper argues that digital technology not only changes how we consume art but also fundamentally reconfigures our relationship with it, influencing the perception of artistic value, authenticity, and the emotional impact of the aesthetic experience. Keywords: Cultural Paradigms, Art Perception, Art Consumption, Phenomenology, Cattelan’s Banana