The Artist´s Brand in the Digital Realm: Iñigo Navarro at the Museo Lázaro Galdiano

Design Principles for Preserving Simbolic Value and Autenticity

Authors

  • Fernando Arias Varona Complutense University of Madrid

DOI:

https://doi.org/10.62701/revsocial.v14.5537

Keywords:

Artist branding, Visual arts marketing, Symbolic value, Cultural mediation, Meaning co-creation, Platformization, Instagram

Abstract

This article examines artist branding in a platformized cultural ecosystem through the case of Íñigo Navarro’s exhibition Ayer pisó tu sombra un tigre (Museo Lázaro Galdiano, 2025). Using a revelatory case-study design and theory-driven content analysis, it triangulates institutional discourse, earned media coverage, and social media performance. Findings show that artist brand meaning is sustained when the artwork’s symbolic core remains primary, interpretive coherence holds across channels, and co-creative mediation by the museum, gallery, critics, media, and audiences becomes visible through digital traces.

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Published

30-06-2026

How to Cite

Arias Varona, F. (2026). The Artist´s Brand in the Digital Realm: Iñigo Navarro at the Museo Lázaro Galdiano: Design Principles for Preserving Simbolic Value and Autenticity. SOCIAL REVIEW. International Social Sciences Review Revista Internacional De Ciencias Sociales, 14(1), 57–74. https://doi.org/10.62701/revsocial.v14.5537

Issue

Vol. 14 No. 1 (2026)

Section

Research articles

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Copyright (c) 2026 Fernando Arias Varona

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