Part of a series of short themed sketches surrounding the question “When is Art NOT Criticism?”, ’When the master says what art is’ shows images of a drawing-lesson in a secondary school, where ‘creativity’ and ‘talent’ are measured and adjusted making use of social norms and subjective values. Part of the BRT (Belgian radio and television broadcast network) television series ’Openbaar Kunstbezit’ (’Public Art Heritage’).