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

跨国界的屏幕接触正在发生改变。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。但我们不知道怎么做。本项目旨在通过对以下内容进行重叠和综合分析来填补这一知识空白：(1)欧洲年轻人如何定义、发现、获取、重视和体验来自英国的屏幕内容（小说和非小说），以及他们这样做的动机是什么；(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理解英国和英国文化，以及这如何影响他们对英国的态度。该项目的介入在文化和经济上都是及时而重要的：大众文化在流通表现中起着决定性的作用，观众通过它来理解世界。随着截然不同的媒体景观（Appadurai 1996）的出现，我们必须了解它们如何重塑观看社区，影响英国的内容分发，进而影响生产和“文化再生产模式”（Vertovec 1999），这些模式告知和塑造了人们对英国的看法。该国退出欧盟增加了额外的紧迫性，使欧洲成为目前特别重要的调查地点。该研究主要针对丹麦、德国、意大利和荷兰四个案例研究市场的年轻数字受众（年龄在16-34岁），选择这些市场的原因包括可行性、市场规模的多样性、英语水平的不同以及与英国的文化接近程度。六个问题指导了三个工作包的研究：市场、文化中介和年轻受众。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，以评估市场趋势，以阐明观看行为，对英国屏幕内容的偏好和看法，以及来自工业，教育和社交媒体的文化中介在塑造这些行为中所起的作用。学术上的研究涉及媒体、电影、电视和文化研究、受众研究、跨文化交际和文化政策等领域。除了其显著和重要的经验贡献外，该项目还通过促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，这些力量决定了屏幕内容的消费和接受；(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，以及对国际关系的影响。在方法上，该项目通过采用和促进跨国研究框架，并通过开发一种创新的混合方法来研究背景下的数字、跨国屏幕受众，做出了重要贡献。在学术界之外，电影从业者将受益于更好地了解年轻的欧洲观众是如何发现英国内容的，以及他们喜欢和看重的是什么。英国的政治机构和文化政策制定者将受益于有关欧洲年轻人如何看待英国以及屏幕内容在塑造看法方面所起作用的见解。非学术项目合作伙伴包括BBC、BBC工作室、英国文化协会、英国电影协会、All3Media、HMR国际和电影电视制片人联盟（Pact）。研究成果将以4份开放获取临时国家报告、2次网络研讨会、一本收录参加5次知识交流圆桌会议的从业人员和学者论文的编辑书籍以及项目结束专题讨论会和报告的形式与工业界、政策界和学术界广泛分享。学术传播还包括会议论文、3篇期刊文章、两次ECR/PGR方法研讨会和一本合著的书（获奖后）。

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).