Does fancy technology overshadow art?

The relationship between art and audience has always been an interesting one. French painter Marcel Duchamp once said, “Both the artist and the viewer contribute to the completion of a work of art.” Although context plays a large role in engaging with and interpreting art, it can still be a complex process that leads to deeper insights or unexpected interpretations and even controversy. Add technology to the mix and it can lead to further twists and potential complications.

In modern times, the situation is even more difficult, as artists, galleries and institutions have to do even more to not only attract audiences but also generate meaningful interactions. Audience development has therefore taken on greater importance today, with components related to marketing and promotional strategies on the one hand and programs focused on education and learning on the other becoming crucial to create a dialogue between the art and the audience.

Traditionally, outreach programs built around the exhibition to encourage greater engagement with the main exhibit have relied on performances, talks and lectures, workshops, panel discussions, and other innovative events. The focus is on making art accessible, breaking down barriers between the art and the audience while building relationships with existing audiences and attracting new ones. These efforts often use technology to reach more audiences and create a stronger connection with them through immersive programming.

Van Gogh’s 360°, an immersive show that used technology to transform selected Van Gogh artworks into a three-dimensional experience with projections on walls and floors and classical instrumental music, drew huge crowds in several cities. As a multimedia, technology-based exhibition, it cannot be directly compared to other “conventional” exhibitions, but is perhaps an example of the extensive use of technology to create an immersive experience. After all, a multi-sensory experience is more likely to actively engage the audience and leave a lasting impression.

A digital interactive installation undoubtedly offers play opportunities and enhanced learning opportunities. Touchscreen walls with digital artworks and app-based information layers accessible through the phone are some of the technology-based tools that make art more alive. At the Cleveland Museum of Art, for example, Artlens is a gallery that integrates physical artworks and their digital representations that respond to gestures, similar to interactive games.

Technology can be a useful tool in creating interactive exhibitions and kinetic experiences, but there is a risk that it will overshadow art. Artists and institutions today face a real challenge in finding a balance between art, technology application and accessibility. It also raises questions about authenticity – at what point does art stop being authentic?

In addition, questions about ownership of the art are relevant, especially if it contains data collected from the audience or even from private sources. There may also be privacy and security concerns associated with this. Some interactive installations and exhibitions collect audience data and there could be concerns about data storage and its ethical use.

Fortunately, we are still in the early stages and the use of technology as a bridge between art and audience will streamline and solve some of these problems in due course. In the meantime, a prudent strategy is needed even as we continue to use technology to democratize art and make it even more fascinating.

Dab Hand is your insider knowledge of the world of art. The author is a Bengaluru-based art consultant, curator and writer. She blogs at Art Scene India.