Reframing art online through collective meaning-making

Building on the embodied consumption literature, we draw on Merleau-Ponty’s theory of art to consider how new modes of visibility arise in interactions between individuals online. Focusing on one particular virtual and collaborative museum programme, we use ethnomethodological analysis of interactions to analyse video recordings of virtual arts conversations. The analysis explores how participants render visible their orientation to each other and to the works of art discussed in the workshop. Thus, we can see how participants produce the sense and significance of works of art in, and through ‘intercorporeal interactions’ while participating in a virtual arts programme. Observations and findings from our research have significant implications for the strategic management of virtual consumer experiences.