Negotiating Cultural Identity in the Global Art Market: Commercial Strategies and Cross-Border Cooperation

Abstract

This research deals with the cultural identity negotiation through the art market in the process of globalization by taking into account the importance of commercialization and collaboration beyond borders. This paper applies theoretical analysis as well as statistical regression models to determine the impact of the mentioned variables on the level of cultural identity. According to the results, there is a significant negative correlation between the extent of commercialization and the level of cultural identity. Thus, when the extent of commercialization increases by one unit, then the level of cultural identity falls by 0.35 units (p < 0.05). At the same time, the number of instances of cross-border collaboration is positively correlated with the level of cultural identity, and when it increases by one instance, then the level of cultural identity grows by 0.22 units (p < 0.05). As the study shows, the process of commercialization reduces the level of cultural identity due to the standardization of the market. On the contrary, cross-border collaboration helps to preserve the cultural identity due to the diversity of contacts.