European Co-productions in a Digital Single Market: EUtopia or Dystopia?
The European Commission’s Digital Single Market strategy has sparked heated debate in the film industry. The key ambition of the strategy is to break down national silos online and facilitate cross-border access to digital content. The Commission’s vision runs counter to the way that co-productions are financed in Europe, and the film industry therefore warns that a DSM will rip up their entire business model. This chapter examines the arguments on both sides of the debate by employing Fairclough and Fairclough’s Political Discourse Analysis: A Method for Advanced Students (London: Routledge, 2012). The results show that the disagreement primarily arises over whether or not the existing film model can adapt to the rapid technological changes. The debate also echoes earlier quarrels over the film industry’s inherent tension between commerce and creativity.
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