Many feel they understand Art until they are asked to define it. Approaching the definition of Art in the conventional way—where the artists are the creators of artworks and the viewers makes sense of the finished works—has failed to solve this ancient question, which has become more pressing in light of modern technologies. But what if the Artist is not the Creator, but the Viewer?
The Book of The Tel Aviv New Dogma offers a paradigm shift that provides a definitive definition of Art, presents a unifying theory for all forms of Art., and introduces a corresponding Aesthetic theory from the perspective of ‘the Viewer is the Artist’ meaning a Viewer-Artist, rather than Creator-Artist, understanding of Art.

The Tel Aviv New Dogma provides a unifying theory for all Art forms, encompassing all cultures, historical periods, media, and technologies, such as Visual Art, Plastic Art, Literature, High-Tech Art, Theater, Cinema, Television, as well as completely transparent, totally opaque, and purely conceptual Art.

This theory explores essential questions such as: What is Art? What constitutes a work of Art? What is an Artefact? What constitutes truth in Art? What determines artistic value? How does artistic value intersect with commercial value? What is Beauty? What is Ugliness? What is good Art What is bad Art? What is groundbreaking Art? What is important Art? What is high Art? What is low Art? Who is the artist? Can a machine with intelligence be recognized as an artist? Who qualifies as an artist? What is the role of the viewer or reader? What are the relations between Art, Science, Language (both private and public), and the human condition?

The book is highly relevant to artists, curators, art collectors, and professionals in museums and galleries — including staff, management, executives, board members, as well as academics in the fields of Art, Art Theory, Aesthetics, Art Ethics, Law, and Art Economy, particularly those open to paradigm shifts. More broadly, the book appeals to anyone with a deep interest in Art. Currently, however, the Dogma resonates especially with free professionals, particularly within Israel’s high-tech and venture capital sectors, who are receptive to a much-needed, profound paradigm shift of Art and related fields, including AI, Technology, Economy, Law, authorship, and ownership.

About The Second Edition

Several improvements have been introduced in the second edition. The most significant is the addition of an Epilogue. While the book requires no prior knowledge of Art or Philosophy, the Epilogue is addressed to the expert reader seeking immediate orientation within the existing theoretical landscape. It locates The Tel Aviv New Dogma in relation to the taxonomy of Art and Aesthetics theories and highlights its distinctive contribution. The Image Index has also been expanded, two images have been added, and a number of layout, stylistic, and editorial improvements have been made.

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