1. Il rapporto autore-piattaforma tra contenuto ed evento: il caso MUBI Italia.
- Author
-
Berardini, Matteo
- Subjects
POLITICS & culture ,IDEOLOGY ,WORLDVIEW ,STRATEGIC planning ,GLOCALIZATION ,ITALIAN films ,AUTHORSHIP - Abstract
This paper aims to place the study of authorship in contemporary Italian cinema within the inherent practices of on-demand culture. Specifically, its objective is to question the author-platform relationship. Starting from here, we can demonstrate how the concept of Auteur— in the sense of commerce of auteurism (Corrigan), prestige economy and Made in Italy (Cucco) and strategic planning of cultural legitimization politics — is, for on-demand streaming services, a fundamental framework in pursuing a structural continuity between old and new forms of media production, promotion and consumption. Despite their «ideology of disruption», which preaches a global revolution of audiovisual practices and identifies a new technological service with a world improving view, on-demand streaming services employ, in their foundational practices, productive, cultural and spectatorship strategies that are already used by traditional studios and net-works. Among these practices, one of the most important is the authorship framework, which use is analyzed here through a theoretical frame defined as «double logic of convergence», where every on-demand authorial action is placed within a spectrum generated by two opposite poles, defined as content and event. To unify factual and theoretical perspective, this paper takes into account Italian authorship within MUBI Italia, localized branch since 2021 of the main streaming service involved in auteur cinema. Specifically, this case study concerns Alice Rohrwacher, whose film Quattro Strade (Four Roads) is not only the first Italian film available exclusively and globally on MUBI, but the perfect ex-ample how on-demand Italian authorship— in its commercial branding and artistic prestige — can serve the cultural politics and the glocal growth of platforms, even within that content/event contradiction which stays ontological to streaming consumption. [ABSTRACT FROM AUTHOR]
- Published
- 2022