Baird, Kathryn (2007) To what extent is there an opportunity for contemporary art consumption among London-based small to medium enterprises (SMEs)? (MA(R) thesis), Kingston University, .

Abstract

This work grew from an idea I had to offer a service to businesses translating the benefits of contemporary art. The research question focuses on small to medium enterprises as my initial research had shown that the debate had often centred on bigger businesses and the appropriation of culture by global corporations. In choosing to research among small to medium enterprises, which have not been previously studied, this research seeks to add to the body knowledge in this area. A primary aim is to consider whether what had worked for bigger businesses in terms of contemporary art consumption could work for smaller ones, and whether this represents a feasible opportunity for me to develop as a business idea. In addition, the practical and business-focused research of contemporary art consumption is situated within a wider academic framework that considers the instrumentalism versus autonomy debate and theories of consumption. The three main bodies of information I researched, in business, governmental policy, and art history, indicate something of the interdisciplinary nature of the work and this study touches on many elements. However, as a one-year MA by Research project, I had to maintain focus on the question within this interdisciplinary context, keeping in mind how the various aspects affected contemporary art consumption among small to medium enterprises. Current governmental cultural policy concentrates on increasing 'demand' for contemporary art, for example by measures that emphasise widening audience and diversity; my research advocates a change in emphasis to the 'supply' side of contemporary art by promoting collaborations between artists and businesses that prioritise business practices and objectives without compromising the essence of art.

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