Contemporary Art Access and Distribution Channels: A Case of Thai Undergraduate Student

Abstract

The contemporary art market has witnessed substantial global growth since the 1990s, making access and distribution channels increasingly essential for emerging artists, including undergraduate art students. This study investigates whether differences in university rankings influence students’ preferences regarding contemporary art access and distribution channels. A quantitative research method was employed, utilizing a closed-ended questionnaire based on a five-point Likert scale. A total of 450 undergraduate art students from four Bangkok-based institutions—two top-ranking and two general universities— were selected through simple random sampling. Data were analyzed using independent sample t-tests to compare students’ preferences between the two groups. The findings reveal that students from both groups reported similar levels of access to various contemporary art channels, including public art centers, private galleries, mass media, websites, and social media platforms. However, notable differences were observed in distribution preferences: students from general universities showed significantly greater reliance on traditional channels such as public art centers, private galleries, mass media, and Facebook, whereas students from top-tier universities were more evenly distributed across traditional and online platforms. These findings highlight the continuing relevance of traditional art spaces while underscoring the growing importance of digital channels in contemporary art dissemination.