The relationship between art and the audience has always been an interesting one. French painter Marcel Duchamp famously said, “The artist and the viewer both contribute to the completion of the work of art.” While context plays a big role in engaging with and interpreting art, it is still a complex process that can lead to deeper insights, unexpected interpretations, and even controversy. Add technology to the mix and this can lead to further twists and potential complications.
Today, the situation is even tougher and artists, galleries and institutions have to work harder not only to attract audiences but also to generate meaningful engagement. Audience development therefore assumes greater importance today, with elements related to marketing and promotional strategies on the one hand and programming focused on education and learning on the other being crucial in generating a dialogue between art and the audience.
Traditionally, outreach programs built around exhibitions, aiming to further engage with the main exhibit, have relied on performances, talks, lectures, workshops, panel discussions, and other innovative events. The focus is on making art accessible, breaking down barriers between art and audiences, and attracting new audiences while simultaneously building relationships with existing ones. As part of this effort, technology is frequently employed to reach and engage larger audiences through immersive programming.
Van Gogh 360°, an immersive show that uses technology to project selected artworks by Van Gogh onto walls and floors, translating them into a three-dimensional experience accompanied by music from classical instruments, has attracted large audiences in several cities. As a technology-based, multimedia exhibition, it cannot be directly compared to other “traditional” exhibitions, but it is an example of the extensive use of technology to create an immersive experience. After all, a multisensory experience is more likely to actively engage audiences and leave a lasting impression.
Digital interactive installations undoubtedly enable enhanced play and learning opportunities. Touchscreen walls with digital artworks and app-based information layers accessible from mobile phones are some of the technology-based tools that make art more alive. For example, Artlens at the Cleveland Museum of Art is a gallery that integrates physical artworks with digital representations that resemble interactive games that respond to gestures.
Technology can be a useful tool in creating interactive exhibits and kinetic experiences, but there is a danger when it starts to overshadow the art. This is a real challenge facing artists and institutions today: finding a balance between art, technological application and accessibility. It also raises questions about authenticity: at what point does art lose its authenticity?
Additionally, questions about the ownership of art become important, especially when it incorporates data collected from audience members or private sources, and may also entail concerns about privacy and security. Some interactive installations and exhibitions collect viewer data, which may raise concerns about the storage of that data and its ethical use.
Fortunately, this is still early days, and some of these concerns will be streamlined and resolved in time as technology is used as a bridge between art and audiences. This is an interim step that requires smart strategies as we continue to use technology to democratize art and make it more engaging.
Dab Hand gives an in-depth look into the behind the scenes of the art world. The author is a Bangalore-based art consultant, curator and writer. Her blog is Art Scene India.
Published on August 11, 2024 at 03:47 IST
