Uses and benefits of NFTs in Lithuanian digital culture

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

doi:10.4185/rlcs-2025-2480

Autores/as

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

Palabras clave:

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

Resumen

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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Biografía del autor/a

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

Doctora en Comunicación, Licenciada en Periodismo y Licenciada en Publicidad y RR.PP. por la Universidad de Sevilla, es Profesora Titular de Universidad en la Facultad de Comunicación de la misma universidad, además de colaboradora en la Universitat Oberta de Catalunya. Ha sido profesora profesora en la Universidad de Cádiz (SP), en la Universidad de Huelva (SP) y en la University of Wales (UK). Asimismo, ha sido profesora invitada en la University of California Berkeley (USA), en la Glasgow Caledonian University (UK), en la Universitat Pompeu Fabra (SP) y en la Universidad Complutense de Madrid (SP). Es autora de varios libros sobre comunicación, autora de más de 40 comunicaciones a congresos y de más de 50 artículos científicos, así como directora de varias tesis doctorales, Es directora de la revista científica internacional IROCAMM – International Review Of Communication And Marketing Mix. Es miembro de La Academia de la Publicidad y directora del Grupo de Investigación SEJ-624 International Research Of Advertising, Communication And Marketing Mix, además de miembro de la Asociación Española de Comunicación en Salud.

Desde el punto de vista profesional ha trabajado en varios medios de comunicación (radio y prensa), en agencias de publicidad y en departamentos de comunicación de varias entidades hasta que lo cambió por la docencia e investigación universitaria.

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