Date of Award
2025
Document Type
Thesis - Restricted Access (SIA Only)
Degree Name
Master of Arts (MA)
Department
Art Business
First Advisor
Maria Sancho Arroyo
Second Advisor
Judith Prowda
Abstract
The paper examines the transformative impact of digitalisation on the primary art market, concentrating on both large and small art galleries. It analyses the impact of digital platforms, blockchain technology, and social media on sales techniques, audience engagement, and market accessibility. The study exposes differences in resource utilisation, digital adoption, and market positioning between mega galleries and smaller galleries through comparative analysis. Mega galleries deploy extensive digital frameworks to expand their global presence and exclusivity, whilst smaller galleries prioritise accessibility and inclusivity to democratise art ownership. The findings reveal the shifting dynamics of the art industry, highlighting the simultaneous opportunities and problems that digitalisation poses for galleries of various sizes.
Recommended Citation
Anidi, Ifeyinwa, "The Impact of Digitalization on Primary Art Market Dynamics: A Comparative Analysis of Mega and Small Art Galleries" (2025). MA Theses. 215.
https://digitalcommons.sia.edu/stu_theses/215