The audience as an agency in the conceptual framework: viewers, critics, curators, gallery and museum audiences, collectors, and the market, and their interpretive and circulating role

What this dot point is asking

NESA expects you to define the audience as one of four agencies in the conceptual framework, distinguish kinds of audience (initial, critical, market, mass), trace reception across time, and apply the concept to named artists and artworks. The audience agency is the fourth of the four conceptual framework agencies, alongside artist, artwork, and world.

The answer

What is the audience agency

The audience is the receiver of the artwork: viewers, critics, curators, gallery and museum visitors, collectors, the art market, and the broader culture. In the conceptual framework, the audience is treated as an active agency: audiences interpret, circulate, value, exhibit, buy, and sometimes refuse or censor artworks. The artwork's meaning is co-produced with its audiences.

The audience is plural. There is no single audience; there are many, across time and culture. A medieval altarpiece had a devotional audience in its original chapel and now has a museum audience; both are real audiences and both produce real readings.

The kinds of audience

Initial audience

The first audience the artwork meets. The patron, the studio visitors, the original gallery audience, the first critics. Van Gogh's initial audience was tiny; Picasso's was the Paris avant-garde of the 1900s.

Critical audience

Professional critics, curators, and art historians who write about the work. The Robert Hughes, Sebastian Smee, John McDonald layer.

Market and collector audience

Buyers, dealers, auction houses, and collectors who put a price on the work and put it into private collections. Sotheby's, Christie's, the regional art market.

Institutional audience

Galleries, museums, biennales, and prizes. The AGNSW acquisitions committee, the Venice Biennale curators, the Archibald judges.

Mass audience

The broader cultural reception. Museum visitors, school students, online audiences, the audiences for films, books, and merchandise about artists.

Specialised cultural audiences

Audiences with specific cultural authority. For Indigenous Australian art, senior knowledge holders are an authoritative audience whose readings carry particular weight.

The audience's relationship to the other agencies

Audience and artist

Audiences shape what artists make through commissions, purchases, prizes, exhibitions, and criticism. Whiteley's three Archibald wins shaped his public persona. The audience also produces readings the artist did not intend.

Audience and artwork

Audiences encounter the artwork directly. The encounter is physical (the scale, surface, and presence of the work), interpretive (what the audience reads it as), and judgemental (whether the audience values the work).

Audience and world

Audiences belong to the world and bring its frameworks to the artwork. A 1950s American audience and a 2020s Australian audience bring different cultural frameworks to the same artwork.

Applied to a named artist: Vincent van Gogh (1853-1890)

Van Gogh's lifetime audience was tiny (one painting sold). The audience agency that produced "Van Gogh" as a major figure operated almost entirely after his death: Albert Aurier's 1890 article, the 1901 Bernheim-Jeune exhibition, Roger Fry's 1910 Post-Impressionist show, the twentieth-century museum acquisitions, the 1990 record auction price, the Van Gogh Museum in Amsterdam (opened 1973). Van Gogh demonstrates that the audience agency is sustained over time and can be radically different from the audience the artist knew.

Applied to a named artist: Tracey Moffatt

Moffatt's initial audience was the late-1980s Brisbane art scene that received Something More (1989). Her critical audience expanded through Anne Marsh, Sebastian Smee, and Australian curators. Her institutional audience expanded internationally with the Dia Center for the Arts in New York (1997) and the Venice Biennale (Australian pavilion, 2017). Her market audience now includes collectors of contemporary Australian photography. Her mass audience expanded through the Indigenous-led films Night Cries and beDevil. The audience agency is plural, expanding, and varied.

How audiences make meaning

Audiences read artworks through the four frames. They bring their own cultural and historical context to the encounter. They circulate the artwork through reproduction, exhibition, and writing. They give the artwork its monetary value through the market and its cultural value through criticism and institutional acquisition.

The audience agency is not just reception; it is active interpretation that shapes what the artwork means.