The interaction between art and culture is an important proposition that can't be ignored in the sociological study of contemporary art. In this paper, the social identity of the "audience" is brought into the perspective of the interactive communication of art and culture, and the discussion is carried out from four dimensions: the audience's initiative, the audience's expectation, the audience's group interpretation, and the audience's role in cultural transmission. Finally, it is concluded that the interactive transmission of art and culture must rely on the central link of "audience's creativity" which creates new forms of visual culture that belong to both art and society.