Screen Encounters with Britain: What do young Europeans make of Britain and its digital screen culture?

银幕邂逅英国：年轻的欧洲人如何看待英国及其数字银幕文化？

基本信息

批准号：
AH/W000113/1
负责人：
Jeanette Steemers
金额：
$ 57.67万
依托单位：
King's College London
依托单位国家：
英国
项目类别：
Research Grant
财政年份：
2022
资助国家：
英国
起止时间：
2022 至无数据
项目状态：
未结题

来源：
https://gtr.ukri.org/projects?ref=AH%2FW000113%2F1
关键词：
Screen Encounters Britain What do

项目摘要

Screen encounters across borders are transforming. Transnational video-on-demand services like Netflix and YouTube fundamentally change viewing patterns and affect the nature and extent of overseas audiences' digital encounters with the UK. But we do not know how. This project seeks to fill this knowledge gap by applying overlapping and integrated analyses of: (1) How young Europeans define, find, access, value and experience screen content (fiction & non-fiction) from the UK, and what motivates them to do so; and (2) how they understand the UK and British culture based on their screen consumption and wider UK-related experiences, and how this impacts their attitudes about the UK.The project's intervention is timely and important, culturally and economically: Popular culture plays a decisive role in circulating representations, which viewers use to make sense of the world. As radically different mediascapes (Appadurai 1996) emerge, it is vital that we comprehend how they reshape viewing communities, and impact UK content distribution and by extension the production and 'modes of cultural reproduction' (Vertovec 1999) that inform and shape how people perceive the UK. The country's departure from the EU lends additional urgency and makes Europe a particularly important site of investigation now.The research focuses on young, digital audiences (aged 16-34) in four case study markets, Denmark, Germany, Italy and the Netherlands-chosen for feasibility, variety in market size, different levels of English-proficiency and perceived cultural proximity to the UK. Six questions guide the research across three work packages: markets, cultural intermediaries and young audiences. The mixed-methods approach combines document analysis to assess market trends with quantitative and qualitative methods (survey, digital activities, online interviews, workshops) to illuminate viewing behaviours, preferences for and views about UK screen content, and the role that cultural intermediaries from industry, education and social media play in in shaping these behaviours.Academically, the research is of relevance to the fields of media, film, TV and cultural studies, audience research, intercultural communication and cultural policy. Alongside its significant and important empirical contribution, the project makes a theoretical intervention by advancing our understanding of (1) the complex interaction of personal, demographic, local, national and transnational forces that determine the consumption and reception of screen content; and (2) how digital encounters with other cultures impact opinions and behaviour towards these cultures, with implications for international relations. Methodologically the project makes a vital contribution by adopting and promoting a transnational research framework, and by developing an innovative mixed methods approach for researching digital, transnational screen audiences in context. Outside academia, screen practitioners will benefit from a better understanding of how young European audiences find British content and what they like and value about it. UK political institutions and cultural policy makers will benefit from insights about how young Europeans perceive the UK and the role screen content plays in shaping perceptions. Non-academic project partners include the BBC, BBC Studios, the British Council, the BFI, All3Media, HMR International, and the Producers' Alliance for Cinema and Television (Pact).Research findings will be shared widely with industry, policy and academic communities in the form of 4 open access interim country reports, 2 webinars, an edited book with papers from practitioners and academics attending 5 knowledge exchange roundtables, and an end of project symposium and report. Academic dissemination further includes conference papers, 3 journal articles, two ECR/PGR methods workshops and a co-authored book (post-award).

跨越国界的屏幕遭遇正在发生转变。 Netflix 和 YouTube 等跨国视频点播服务从根本上改变了观看模式，并影响了海外观众与英国数字接触的性质和程度。但我们不知道怎么办。该项目旨在通过应用重叠和综合分析来填补这一知识空白：(1) 年轻的欧洲人如何定义、查找、访问、评价和体验来自英国的屏幕内容（小说和非小说），以及他们的动机是什么所以; （2）他们如何根据自己的屏幕消费和更广泛的英国相关经历来了解英国和英国文化，以及这如何影响他们对英国的态度。该项目的干预在文化和经济上都是及时而重要的：流行文化发挥着重要作用在传播表征中发挥着决定性作用，观众利用这些表征来理解世界。随着截然不同的媒体景观（Appadurai 1996）的出现，我们必须理解它们如何重塑观看社区、影响英国的内容发行，以及影响和影响人们如何看待的生产和“文化再生产模式”（Vertovec 1999）。英国。该国脱离欧盟带来了额外的紧迫性，并使欧洲成为现在特别重要的调查地点。该研究重点关注四个案例研究市场的年轻数字受众（16-34 岁），即丹麦、德国、意大利和荷兰选择的市场可行性、市场规模的多样性、不同水平的英语熟练程度以及与英国的文化接近度。六个问题指导着三个工作包的研究：市场、文化中介和年轻观众。混合方法将文件分析与定量和定性方法（调查、数字活动、在线访谈、研讨会）相结合来评估市场趋势，以阐明观看行为、对英国屏幕内容的偏好和看法，以及行业文化中介的作用、教育和社交媒体在塑造这些行为方面发挥着重要作用。在学术上，该研究与媒体、电影、电视和文化研究、受众研究、跨文化传播和文化政策等领域相关。除了其重大和重要的实证贡献外，该项目还通过增进我们对以下方面的理解进行了理论干预：（1）个人、人口、地方、国家和跨国力量之间复杂的相互作用决定了屏幕内容的消费和接收； (2) 与其他文化的数字接触如何影响对这些文化的看法和行为，并对国际关系产生影响。从方法论上讲，该项目通过采用和推广跨国研究框架，以及开发创新的混合方法来研究背景下的数字跨国屏幕观众，做出了至关重要的贡献。在学术界之外，银幕从业者将受益于更好地了解年轻的欧洲观众如何发现英国内容以及他们对英国内容的喜爱和重视。英国政治机构和文化政策制定者将受益于有关年轻欧洲人如何看待英国以及屏幕内容在塑造观念中所扮演的角色的见解。非学术项目合作伙伴包括 BBC、BBC Studios、英国文化协会、BFI、All3Media、HMR International 和电影电视制片人联盟 (Pact)。研究成果将与行业、政策和学术界广泛分享其形式包括 4 份开放获取的临时国家报告、2 场网络研讨会、一本包含参加 5 场知识交流圆桌会议的从业者和学者论文的编辑书籍，以及项目研讨会和报告的结束。学术传播还包括会议论文、3 篇期刊文章、两个 ECR/PGR 方法研讨会和一本共同撰写的书（获奖后）。