Digital Heritage: New Ways to Provoke an Emotional Response to Art

Digital Heritage: New Ways to Provoke an Emotional Response to Art

Giuliana Guazzaroni (Ministero dell'Istruzione, dell'Università e della Ricerca (MIUR), Italy)
Copyright: © 2021 |Pages: 17
DOI: 10.4018/IJACDT.2021010101
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Abstract

Virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) are new ways to provoke an emotional response to heritage and culture. In a place of interest, augmented by technologies, visitors meet various stimuli. Consequently, the public activates complex neural responses in the brain. Neural responses will lead to specific actions, decision-making, and learning. Engaging an audience is desirable for institutions that organize exhibitions, as many people see museums and heritage as stagnant spaces. Museums and art galleries should use VR and AR facilities to develop creative thinking and to advance cultural context. Artists, on the other hand, may represent a sort of facilitator, helping to develop positive actions in the smart cities of the future or to educate the audience toward active citizenship.
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Background

Emotions play a crucial role in an aesthetic experience. The visual act is not a passive recording of the physical environment but an active construction that involves elaboration and analysis. Complex cognitive and affective psychic processes are involved when people visit an art gallery. Some authors separate emotion from cognition, based on a differentiation of the cerebral hemispheres, placing the processing of emotions on the right hemisphere. When individuals live an aesthetic emotion, the action consists of the interest aroused by the artwork. The interest produces a mobilization of the whole organism based on the exclusive role of the perceived aesthetic object. The object is contemplated by the subject; if this occurs in an intense way the emotion can induce tears or other strong reactions (Mastandrea, 2011). The aesthetic emotion can generate enthusiasm and can lead to the social sharing of emotional content (Frijda, 2007).

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