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Selling Utopia: marketing the art of the women of Utopia

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posted on 2022-03-28, 01:11 authored by Michelle McDonald
Summary: The thesis focuses on marketing art from the Aboriginal community, Utopia, where the majority of artists, and the best known artists, are women. It documents methods by which the art moves from the community to retail art outlets; it includes detailed documentation of marketing in the retail sector and also includes research into the buying of indigenous art by private buyers. -- Emily Kame Kngwarreye is the best known of the Utopia painters. The study proposes reasons for her success and points to further questions beyond the scope of this study. Problems inherent in criticism and editing of her work are raised and interpreted in the context of the marketplace. -- The original thesis plan did not include detailed discussion about authorship. However, in 1997 the media reported controversy about authorship of a prize-winning work. As such controversy must affect marketing, this topic (as it relates to this artist), was included. -- Although possibilities for improvement in marketing methods have become apparent as a result of this research, areas where further research would be beneficial have also become apparent.


Alternative Title

Marketing the art of the women of Utopia

Table of Contents

Introduction -- Literature review -- A brief history of Utopia's art production; its place in the indigenous art movement -- The role of the wholesaler -- The retail sector -- Report on survey of the buyers of indigenous art -- Emily Kame Kngwarreye -- Authenticity -- Conclusion.


Includes bibliographical references

Awarding Institution

Macquarie University

Degree Type

Thesis masters research


Thesis (MA), Macquarie University, Institute of Early Childhood

Department, Centre or School

Institute of Early Childhood

Year of Award


Principal Supervisor

Christine Stevenson

Additional Supervisor 1

Vivien Johnson


Copyright disclaimer: Copyright Michelle McDonald 1999. This thesis was digitised for the purposes of Document Delivery. Macquarie University ResearchOnline attempted to locate the author but where this has not been possible; we are making available, open access, selected parts of the thesis which may be used for the purposes of private research and study. If you have any enquiries or issues regarding this work being made available please contact Macquarie University ResearchOnline - If you wish to access the complete thesis, on receipt of a Document Supply Request, placed with Macquarie University Library by another library, we will consider supplying a copy of this thesis. For more information on Document Supply, please contact




Northern Territory


265, [48] p

Former Identifiers

mq:1781 1270066