Understanding of and engagement with arts in the digital arena amongst the general public

• Tracy Logan, Emily Keaney
• Arts Council England

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21 August 2009The aim of this study was to assess understanding of, engagement with and aspirations for art in the digital space amongst the general public.

Most people are happy to consider anything as ‘art’, provided they believe it to be intended as art by its author. However, they hotly contest the value of individual art works as this depends largely on personal perceptions of the quality of the output on display. When prompted, people think the digital space refers to any digital media, but
generally online is considered the predominant channel.

Although awareness of the concept of ‘digital art’ is limited, many participants are already engaging in some arts-related activity online, and there is openness to the benefits that online access has to offer. The fact that digital art offers opportunities to access information, experience art and participate in the creation of art means that there is scope for people to tailor their involvement to their level of interest. The range of content on offer is a key strength of art in the digital space and offers significant benefits for a wide range of audiences. 
 
However, despite the range of content on offer, art in the digital space does not replace the live experience, particularly for those with a moderate or high level of interest in the arts. For less arts engaged audiences, there is no sense that they are inspired to get more involved in the arts through digital media, although it is seen as a useful resource. However, for those who are already interested in the arts it has enormous potential to complement and deepen their existing arts experiences.

This report relates to a research study conducted by Synovate between February and April 2009 on behalf of Arts Council England.