Uses and benefits of NFTs in Lithuanian digital culture

Miglé Eleonora Černikovaitė; Isabel Palomo-Domínguez; Gloria Jiménez-Marín

doi:10.4185/rlcs-2025-2480

Authors

Miglé Eleonora Černikovaitė Mykolas Romeris University https://orcid.org/0000-0002-8307-3242
Isabel Palomo-Domínguez Mykolas Romeris University https://orcid.org/0000-0003-2096-7422
Gloria Jiménez-Marín Universidad de Sevilla https://orcid.org/0000-0003-0252-3975

DOI:

https://doi.org/10.4185/rlcs-2025-2480

Keywords:

Art, Communication, Culture, Digital, NFT, Ethics, Economic opportunities

Abstract

Introduction: The interplay between digital culture and non-fungible tokens (NFTs) represents a major paradigm shift in the creative industries, especially in the European context. This article examines the relevance of this issue, highlighting the transformative impact of NFTs on artistic practices and the art market in general. The study addresses the dual nature of NFT as a source of opportunities and challenges for artists, including issues of authenticity, intellectual property rights and environmental sustainability. The study aims to understand the implications of NFTs for European artists, focusing on their potential to enhance economic opportunities while recognizing the associated risks. Methodology: A mixed-methods approach is employed, including a comprehensive review of the academic literature, as well as a survey of artists, collectors and entrepreneurs to gather information on their experiences and perceptions of NFTs. Findings: These reveal that while NFTs offer innovative avenues for monetization and audience engagement, they also raise critical concerns about market volatility, regulatory frameworks and ethical implications. As artists grapple with the complexities of market volatility and ethical dilemmas, there is an imperative need for clear regulations and frameworks, as well as fostering knowledge and collaboration. Conclusions and discussion: This article contributes to the discourse on the future of digital culture in Lithuania, suggesting that a balanced approach is essential to harness the benefits of NFT while mitigating its challenges

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Author Biographies

Miglé Eleonora Černikovaitė, Mykolas Romeris University

Dr. in Economics, is an associate professor at the Department of of Communication, Mykolas Romeris University. Her main research interests cover marketing communication, social networks and sustainability communication.

Isabel Palomo-Domínguez, Mykolas Romeris University

PhD in Communication from the University of Seville, Spain (2021), International Mention and Extraordinary Doctorate Award. Associate Professor at the Institute of Communication and senior researcher in the Faculty of Human and Social Studies at Mykolas Romeris University, Lithuania. Her lines of research are developed in the field of Advertising and Public Relations, with a special interest in post-digital society.

Gloria Jiménez-Marín, Universidad de Sevilla

Doctor in Communication, Degree in Journalism and Degree in Advertising and Public Relations from the University of Seville, she is a University Professor in the Faculty of Communication at the same university, as well as a collaborator at the Universitat Oberta de Catalunya. She has taught at the University of Cadiz (SP), the University of Huelva (SP) and the University of Wales (UK). She has also been a guest lecturer at the University of California Berkeley (USA), Glasgow Caledonian University (UK), Universitat Pompeu Fabra (SP) and Universidad Complutense de Madrid (SP). She is the author of several books on communication, the author of more than 40 conference papers and more than 50 scientific articles, as well as the director of several doctoral theses. She is the director of the international scientific journal IROCAMM - International Review Of Communication And Marketing Mix. She is a member of La Academia de la Publicidad and director of the Research Group SEJ-624 International Research Of Advertising, Communication And Marketing Mix, as well as a member of the Spanish Association of Health Communication.
From a professional point of view, she has worked in various media (radio and press), in advertising agencies and in the communications departments of various entities until she switched to university teaching and research.

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