7. Leisure time activity - deviantART

http://www.deviantart.com/

Technology used
The technology used by the deviantART website is quite varied. Firstly, there is the capacity for online purchasing of the images in print form. Individuals load these images, often these are amateurs who enjoy photography, graphic manipulation, digital editing and digitally painting pictures, and they can sell their work via the website with commission from the sales going to deviantART. The website uses digital printing technologies to print the work at a high quality.

Websites such as deviantART are working to provide a free place for people to host their images and potentially sell them. They are replacing art galleries to some extent because the work is easier to browse, it is cheaper by far and you can ask artists to create you a one off piece via the messaging systems. It is significant because it is free for artists and provides them with a place to receive instant feedback from peers and fellow artists via the message board systems and the facility to comment on and add as a favourite either a piece of work or an artist. People are also very constructive in their comments, allowing a free feedback service for the artists to improve.

The Media being used
DeviantART uses a variety of media types including online shopping, message forums and image hosting.

Online Shopping
Online shopping along with the large quantity of prints allows the consumer to sit at home, at ease, and browse until they find something they like. They can then purchase it when and, as they want it in a variety of different sizes, qualities and frames. It is delivered to their door and they have to exert very little energy, even if they don’t manage to find something they haven’t wasted a day out looking for the perfect picture. It is the ease of purchasing the photos that I feel is the success. The ordering form is clear and easy, proving it easy for the consumer to get exactly what they want.

Message forums
The message forums are very clear and divided into sections, which are easy to navigate. The use of instant messaging across the site as well as the facility to leave comments on work and artists pages produces a community feeling about the website.

Image hosting
The image hosting is very simple. The method to upload your photos and the way to start an account are extremely easy, all of which encourage users to join, it takes very little time and there are multiple benefits to choosing deviantART over other image hosting websites such as the feedback from the community and the option to sell your work.

Audience
I think the main target audience is art students or amateur artists who want some feedback on their work, although there are many other people who use the website such as people who enjoy art and use it as a source to buy from the artists even if they have no practical interest in making art. I would say that the target audience of deviantART is probably teenager upwards because I don't overly feel that there is much for children to enjoy on the website, unless they express an extreme interest in art.There is a bit of a limitation to artists whose work is not able to be put onto the computer (such as murial artists, sculptures etc) however for those whose art is compatible with the computer there is no end to the variety and genres of art which are available.

They use the site to help each other, to sell their work and to gain feedback from their peers. This is a very quick and easy way to get your work seen by people, the internet has a large reach, making this a much easier way into the industry than through art galleries.

Institutions
The only institution involved here is deviantART they are mainly producing the physical prints and distributing the work. In a way, the pieces of art are being promoted on the website, but it is not active advertising, it is more of an exhibition of the work for sale.

The online aspect of deviantART gives the institution a far easier job in finding work to sell because the people are coming to deviantART and producing it for them. DeviantART aren’t having to seek out promising talent in order to have produce.

Key concepts
The key concepts of this website are proliferation, democratisation, diversification, horizontal networking and reach.

Proliferation
Online there is a large source of work available to the consumer. They can search by genre, according to their taste and, with such a large archive are bound to find something that appeals to them.

Democratisation
With the introduction of the digital camera and the widespread use of the internet, deviantART provides everybody with a platform to host their work and receive feedback upon it. Anybody can have a go and get their work into the public eye, replacing the method of having to go through either a gallery or another means to get your work placed for public viewing.

Diversification
The use of graphics tablets and other digital manipulation and digital paint equipment has meant that the type of photographic art available is of a much larger diversity than before. Previously photos couldn’t be edited or manipulated, and now with the introduction of such technology the world of art has seen the creation of major new genres such as Anime.

Horizontal Networking
The image hosting aspect of deviantART along with the community provides an opportunity for the media to be shared peer to peer, without a need for financial gain. It is free to join and add pictures, providing a place for peers to see other peoples work and gain advice on techniques for their own work.

Reach
The internet itself offers a much larger reach for everybody that has added picture to deviantART providing the possibility for millions of people to look at their work. Previously this scale of consumption would have been very rare.