dc.contributor.author | Holmene, Ingeborg S. Heggem | |
dc.date.accessioned | 2019-03-20T12:03:55Z | |
dc.date.available | 2019-03-20T12:03:55Z | |
dc.date.created | 2018-06-11T15:10:14Z | |
dc.date.issued | 2018 | |
dc.identifier.citation | Northern Lights: Film & Media Studies Yearbook. 2018, 16 (1), 41-57. | nb_NO |
dc.identifier.issn | 1601-829X | |
dc.identifier.uri | http://hdl.handle.net/11250/2590819 | |
dc.description.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. | nb_NO |
dc.language.iso | eng | nb_NO |
dc.title | Paid or semi-public media? The Norwegian film industry’s strategies for social media | nb_NO |
dc.type | Journal article | nb_NO |
dc.type | Peer reviewed | nb_NO |
dc.description.version | acceptedVersion | nb_NO |
dc.source.pagenumber | 41-57 | nb_NO |
dc.source.volume | 16 | nb_NO |
dc.source.journal | Northern Lights: Film & Media Studies Yearbook | nb_NO |
dc.source.issue | 1 | nb_NO |
dc.identifier.doi | 10.1386/nl.16.1.41_1 | |
dc.identifier.cristin | 1590506 | |
cristin.unitcode | 209,3,3,0 | |
cristin.unitname | Faggruppe for Film og fjernsynsvitenskap | |
cristin.ispublished | true | |
cristin.fulltext | postprint | |
cristin.qualitycode | 1 | |