Abstract
This study explores the role of the audience in the framing of offerings within a conceptual space which is relevant for all kinds of offerings, including cultural or creative offerings. This is highlighted by the use of museum artifacts as the experimental stimuli. Drawing on the latest developments in organisational categorisation research, this paper extends the consideration of the audience role in the evaluation of objects or organisations by investigating how the role of a communicative partner alters the way an object is labelled and described. To test this an experimental research design was chosen. The study finds that the interaction with members with different roles has a significant influence on what kind of labels are assigned by a focal speaker.