Negotiation of Cultural Identity in the Globalized Art Market: Commercialization Strategy and Cross-border Cooperation

Abstract

This study explores the negotiation process of cultural identity in the globalised art market, focusing on the dual role of commercialisation strategy and cross-border cooperation. The study quantified the impact of the two on cultural identity through theoretical analysis and a regression model and found that the degree of commercialisation was significantly negatively correlated with the intensity of cultural identity. For every increase of 1 unit, cultural identity decreased by 0.35 units (p < 0.05), while the frequency of cross-border cooperation was positively correlated with it. For every increase of 1 time, cultural identity increased by 0.22 units (p < 0.05). The results show that commercialisation weakens the cultural uniqueness of artworks through market standardisation, while cross-border cooperation promotes the preservation of cultural significance through diversified exchanges. This study reveals the opposite effects of the two in cultural negotiation, provides empirical evidence for understanding the interaction between the art market and culture in the context of globalisation, and provides practical inspiration for market practitioners and policymakers to balance economic benefits and cultural values.