Exploring the efficacy of an audience-centred approach in establishing culturally sensitive art centres in Tshwane

Abstract

Newly established art centres based in cities are probed by cultural policy discourses to engage with the surrounding public audiences through curating relatable art exhibitions that are socially inclusive. An increasing number of visitors at the Javett Art Centre at the University of Pretoria are finding it difficult to interpret and relate to art exhibitions. This explorative case study explores the efficacy of integrating an audience-centred approach in art centres such as the Javett Art Centre at the University of Pretoria. The study determines whether exhibitions curated by this cultural institution are socially and culturally relatable and how they could potentially foster cultural democracy for visiting audiences. The case study employs a purposive sampling method comprising of Javett-UP representatives, art specialists and Javett-UP visitors involved in focus-group interviews and in-depth semi-structured interviews to determine whether the Javett-UP fosters cultural democracy. The research results prove how the relationship between audience engagement, cultural sensitivity and cultural democracy is premised on social and cultural capital. Additional research findings highlight the importance of these capitals in establishing audience perception. Finally, research findings support a stronger engagement with surrounding communities using a culturally sensitive lens that begins with understanding audience needs to create a mutually beneficial value proposition. This research argues that the use of a culturally sensitive lens when engaging with audiences in art centres informs the curation of relatable and engaging exhibitions that foster cultural democracy for audience living in cities.