Before I try to answer that – perhaps a definition of art should be addressed. (In order to make any headway there will be generalisations).
If we are talking about Contemporary Art in galleries then we would talking about a fairly niche audience, most of whom are in large urban populations. If we expand it to people who come into contact with public art and are generally positive about that experience then the number grows significantly. If we are talking about the arts including theatre, music, film and TV then that touches almost everyone. If we expand this even further to include Architecture, Fashion and Design then we are all involved in making value judgements about Art.
I remember once I was talking with a guy from Orkney who said that he had no need art in his life. I asked him if he had any passions and he said he loved his Kawasaki motorbike. I then asked him if that love was based on it’s top speed, acceleration and fuel efficiency or did aesthetics have anything to do with it? He admitted he loved its forms and colour scheme – I said that the styling of his bike was probably created by someone who went to Art School.
Visual Culture is everywhere and is interconnected. Even with we restrict ourselves to the first definition, Contemporary Art in galleries, then a strong case can be made for it’s catalytic effect on the wider visual culture. It opens up new territory, positions and definitions that are adapted into other disciplines, a bit like Haute Couture’s designs ending up influencing the high street clothing. Contemporary Art’s lack of functionality makes it both useless and vital. It’s freedom from use means that everything matters and everything is critically analysed.
Arguably it is this ongoing discourse that is Art’s real value to society. Contemporary Art over other cultural outputs gives us direct and unmediated contact to Artists voices. Mass media requires backers, corporate platforms and the collaboration of large groups of creatives that often result in dilution or less risky outcomes. If we are interested in other peoples voices then contemporary art offers us something authentic as most people making it begin the process without expecting financial reward in return.
