The Capacities of Visual Arts in Enhancing Public Awareness and Public Culture: An Analytical Systematic Review with a Focus on Visual Literacy and Public Communication

Abstract

The present study aims to explain and conceptualize the capacities of visual arts in enhancing public awareness and public culture through an analytical systematic review focused on two axes: “visual literacy” and “public communication.” The main problem is to determine through which mechanisms visual arts transmit meaning, shape attitudes, and strengthen social sensitivity, and under what conditions these mechanisms lead to sustainable cultural outcomes. The research method is a systematic review of scientific and documentary sources and a qualitative content analysis of relevant studies in the fields of visual arts, communication, education, and cultural studies. In this process, studies are selected based on inclusion/exclusion criteria, methodological quality, and their degree of relevance to the concepts of “public awareness” and “public culture,” and are then categorized through an analytical-synthetic approach. The findings of the review indicate that visual arts can contribute to the enhancement of public awareness and public culture by increasing the readability of messages, stimulating attention and cognitive-emotional engagement, strengthening visual literacy, and expanding social dialogue. Furthermore, the effectiveness of these capacities depends on factors such as the cultural context of the audience, the clarity of visual codes, the choice of medium and mode of presentation—including urban art, posters, illustration, photography, and digital media—the level of social participation, and continuity with public communication strategies. The outcome of the study is the presentation of a conceptual framework linking “visual literacy–public communication–visual arts,” which can contribute to the design of cultural policies, educational programs, and image-based awareness-raising campaigns.