Observing the possible otherwise: art-ification and ontological decisions

Purpose This paper argues, using Luhmann's systems theory, that the art system assumes a leading role in modern society. It explores how art's primary function – to reveal contingency – drives an “art-ification” of other social systems that are forced to confront their own foundational uncertainty. Design/methodology/approach The study is a theoretical reinterpretation of Niklas Luhmann's systems theory. It introduces a three-level model of contingency (epistemological, pragmatic, ontological) to analyze how art's function influences other systems like politics and the economy. Findings The core finding is that social systems increasingly adopt artistic strategies to manage their own contingency, a process termed “art-ification.” Art's leadership is epistemological, not controlling; it provides society with tools to understand a world in which reality itself has become a choice. Research limitations/implications As a theoretical work, this study lacks empirical validation. Future research should test the “art-ification” hypothesis with case studies across various social systems to observe the described mechanisms in practice. Practical implications The analysis suggests that artistic competencies – such as narrative construction, scenario simulation and managing multiple perspectives – are becoming essential for strategic decision-making in business, politics and other fields navigating radical uncertainty. Social implications The article highlights a social shift towards “ontological politics,” in which individual and collective choices increasingly focus not just on actions within reality but on constructing and selecting which version of reality to inhabit. Originality/value This work originally situates the art system as the epistemological leader in late modernity, offering a novel framework for understanding contingency and the “art-ification” process as a key feature of modern society.