Examining the role of the audience in the creative process, emphasizing its creative role, and how much the "receiver" brings to the process of communication and the implication this has for practice.
"Everyone, performer and audience, plays a creative role. Everyone 'performs'."
Managing Creativity: Exploring the Paradox edited by Barbara Townley and Nic Beech
Creative Industries: Contracts Between Art and Commerce by Richard E. Caves