Street Art Integration into Cultural, Artistic, Social and Economic Field: Foreign Context

The purpose of the article is to comprehend the specificity of foreign experience to integrate street art into cultural and artistic, social and economic fields, to figure out the main directions of interaction of street art with commercial and creative industries in Western Europe and the USA. The methodology of the research is based on culturological approach that allows to combine art-specific and sociologic methods in research of foreign experience of street art integration into cultural and artistic, social and economic fields. The main methodologic positions of comprehension of interaction of street art with economic subjects and social groups of population is the systematic approach (allows to consider the phenomenon of street art in the system of interaction and interdependence of processes and phenomena of globalized world, analyze street art in correlation/interaction with other social, cultural and economic phenomena), hermeneutic approach (aimed at interpretation of street art practices as the elements of social and cultural space of the city), activity approach (serves as an instrument to define the place of street art in cultural and artistic, and social and economic systems of human activity), structural and functional approach (were used to define the role of street art in meeting of human needs on a modern stage of civilization development). The results. It has been determined that integration of street art into cultural and artistic, and social and economic fields in Western Europe and the USA is conditioned by the growth of street art popularity, institutionalization of its varieties, increase of the society’s attention to street art practices with involvement of urban art into market structures as a means of promotion. It has been defined that the key directions of interaction of street artists and culture and art figures, representatives of municipal authority and entrepreneurs are marketing communications, branding bridge, development of tourist destinations, restoring/developing city infrastructure and creative culture industry. The scientific novelty. The scientific novelty of the research lies in multilateral analysis of street art integration into cultural and artistic, social and economic fields. The practical significance. The article materials may be used for further research of street art, as well as creation of academic publications, scientific manuals, study books, courses, articles in cultural studies, study of art, history of world culture, etc. The conclusions. At the end of ХХ — beginning of ХХІ centuries street art evolved from categorical identification with vandalism to cultural phenomenon that became the main stream in cultural and artistic, social and economic fields. Integration and adaptation of the street art into social and cultural space of the city, legalization of the varieties of urban art were accompanied by the processes of commercialization — the use of street art objects, its aesthetics and philosophy as a tool to increase the demand for the goods and services. The main vectors of interaction of the street artists and representatives of cultural and artistic, and social and economic institutions became marketing communications, branding bridge and creative cultural industries.