Exploring Art Democracy during the Pandemic: A Case Study Based on the Poldi Pezzoli Museum: the Effects of an Audience-centred Approach

Abstract

The purpose of this study lies in understanding the impact of art democratisation within the museum industry. To analyse this phenomenon a qualitative case study research was conducted. Through semi-structured interviews and indirect observations, we explored both the perspectives of seven experts of the field and four employees of our case organization, the Poldi Pezzoli museum. An analysis of the data suggests that the concept of museum evolved over time. The museum is now considered a place of education, enjoyment and study. By shifting from a collection-centred to a audience-centred approach, cultural institutions were able to create a new way of communicating with their public, where storytelling acquires a key role. It was impossible for us to ignore the consequences that the recent pandemic is having on museums. The challenges that the COVID-19 caused resulted as an opportunity to foster innovation within the field. Museums across the world had to adapt to this new scenario, changing their paradigms and opening up to di˙erent audiences. Exploring how museums could cope with the long term e˙ects of the pandemic could be a possible path for further research. The themes analysed in this study belong to a growing body of research on art accessibility.