Engaging audiences. Issues on dissemination of moving image

L10_La_Escocesa_22 Engaging audiences. Issues on dissemination of moving image  Key Ideas: Dissemination / Distribution / Circulation / reception. Contemporary art is a diverse set of practices that produces specific knowledge content through the art works and their capacity for cultural and social criticism.  But beyond that, art effectively produces new information through the processes involving its production, public circulation, communication and dissemination strategies as well. On the way these intermediating activities are approached, largely relies the level of impact contemporary art practices can have on the audiences. And this is a specially sensitive issue in the field of moving image art. What are the challenges a piece of video art face once it has been produced? How are these types of artworks appropriated by the different audiences? Is it possible to characterize the publics that consume moving image artworks? How do audiences behave when they experience these cultural products?  To what extent does the contemporary context affect those behaviors, since access and consumption of images have never been so easy before? Are there any formal approaches that may favor the consumption of those types of works among the audiences? What evaluation criteria must be defined in order to measure the impact of moving image based works on publics?  Are the number of activities, number of attendees and media visibility enough? Should there be a more qualitative approach to really identify the audience’s needs regarding engaging distribution methods? How do the various dissemination strategies foster greater symbolic and economic appropriation of such products? Do either screenings or exhibitions provide an adequate method, or do we need to think ahead of them or interpret them even in new ways? The discussions raised in the last two editions of LOOP Barcelona (What about production? -2012- and On Collaboration -2013-), led us to discuss conceptual and methodological approaches to contemporary artistic production in the field of moving image. Following the interest of consolidating LOOP Barcelona as the international reference platform in the moving image sector, we found the need to discuss the current state of affairs regarding dissemination strategies and how they promote public reception, consumption, and appropriation.  That is why the LOOP Festival and the LOOP Forum will tackle these issues both from the artistic practices and the discourse production through the exchange of knowledge. The ultimate goal is to strengthen a community of international agents involved with the production and dissemination of moving image based art practices.

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