Audiovisual Data: Data-Driven Perspectives for Media Studies

Media products, in particular audiovisual works, have always been used both as soft power tools for shaping or branding the image and reputation of their producing countries, and as a diplomatic platform for facilitating international relations and trade. Soft power strategies involve public and private stakeholders working in different areas within a wide, complex and well-orchestrated plan. However, due to the fundamental role of culture, media always play a crucial role in any plan of soft power and strategic marketing.

The conference aims at understanding how media products serve for diplomatic and soft power purposes, with a focus on emerging markets. While traditional flows of communication moved from the Western world to other regions (as in the case of Hollywood films), nowadays the most sophisticated and innovative soft power plans are going in the opposite direction: from developing countries to Western Europe and the United States. Not only do countries…