Visual culture as a strategic approach to art production in education

The concept of visual culture challenges traditional approaches to art production in education. Art education lacks adequate concepts for understanding contemporary productive processes. The article suggests that the theoretical framework for the productive process should be reconsidered. Visual culture as a strategic approach focuses on conditions surrounding viewing rather than on the substance of aesthetic objects. A new terminology is needed for use in student and teacher dialogue. The article presents a model for teaching art production based on a visual culture approach to visual arts and mass media. This approach differentiates between and elaborates on ‘dimensions of pictorial logic’, ‘production strategies’, ‘concept thematizing’ and ‘reflexive positioning’.