Audience, Viewers, Users: Questions or Answers? Conflicting Strategies of Art Exhibitions vs Educational Ambitions in Eastern and Western Cultures Ingo Günther Karlsruhe University of Arts and Design The author’s art and science exhibition experience with diverse audiences was primarily formed in Germany, Japan, the US, and a smattering of other countries. Explicit visitor guidance appears to be essential for a mass appeal in East Asia, the opposite seems to be true for Western audiences in the cultural field.