Art and pop culture in the digital sphere

Abstract This article explores the modalities through which art is popularised on Instagram by examining the digital practices of two prominent French-language accounts: @la.minute.culture and @ohpet.art. Drawing on the framework of technodiscursivity and multimodal discourse analysis, the study explores how these creators combine pedagogical aims with accessible communicative strategies, integrating specialised artistic vocabulary into formats shaped by the conventions of digital culture and pop cultural references. Particular attention is paid to the platform-specific resources mobilised in the construction of these discourses, as well as to the ways in which visual, textual, and audiovisual elements contribute to the transmission of art-related knowledge. By investigating the articulation of specialised discourse within native digital environments, the article sheds light on the evolving forms of cultural mediation and artistic popularisation in contemporary social media contexts.