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Paid or semi-public media? The Norwegian film industry’s strategies for social media

Holmene, Ingeborg S. Heggem
Journal article, Peer reviewed
Accepted version
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03_NL16_2_art_Holmene_final+version_.pdf (1.173Mb)
URI
http://hdl.handle.net/11250/2590819
Date
2018
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  • Artikkel - fagfellevurdert vitenskapelig / Articles - peer-reviewed [1282]
  • Publikasjoner fra Cristin - INN [722]
Original version
Northern Lights: Film & Media Studies Yearbook. 2018, 16 (1), 41-57.   10.1386/nl.16.1.41_1
Abstract
In this article, I explore how conglomerates and the independent film companies in Norway conceptualize their social media strategies before the release of their films in movie theatres. I analyse applications made to the Norwegian Film Institute’s (NFI) support programme for promotional grants in 2015. The ability of individual companies to interpret and go beyond a framing of social media as semi-public platforms – where companies can gain visibility free of charge – is one indication of how strategic knowledge differs. Major distributors tend to perceive social media as a place to buy attention from a targeted audience. Thus, they are taking advantage of traffic data offered by surveillance technologies embedded in social media platforms such as Facebook and YouTube. This, I argue, is a distinct feature of strategic resources linked to power, networks and knowledge about audiences, which intensify power differentials between large, established corporations and small-scale independent players.
Journal
Northern Lights: Film & Media Studies Yearbook

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