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The Romanian Association for Baltic and Nordic Studies

 

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Volume 1, Issue 1 (2009)
Volume 2, Issue 1 (2010)
Volume 2, Issue 2 (2010)
Volume 3, Issue 1 (2011)
Volume 3, Issue 2 (2011)
Volume 4, Issue 1 (2012)
Volume 4, Issue 2 (2012)
Volume 5, Issue 1 (2013)
Volume 5, Issue 2 (2013)
Volume 6, Issue 1 (2014)
Volume 6, Issue 2 (2014)
Volume 7, Issue 1 (2015)
Volume 7, Issue 2 (2015)
Table of contents
The Varangian guard and its contribution to the manifestation of the imperial power in Byzantium
Instances of kingship in Sverris saga
The entry of the boyars
Approaching the past: a tangled interplay of memory, political choices and historical science
My file
Between truth and memory images in Lithuanian historical documentaries in post-communist transformation period
Questions of transnational cinema: the Baltic case from culture to branding
World War II in Baltic and Nordic social media
Reading the facades. Architexture of Kaliningrad city
The Baltic Sea and the Black Sea: security challenges and vulnerabilities after the Cold War
Representations of suppressed indigenous cultural memories
Women in the Latvian War of Independence 1918 - 1920
Volume 8, Issue 1 (2016)
Authors

 

Q

UESTIONS OF TRANSNATIONAL CINEMA: THE BALTIC CASE FROM CULTURE TO BRANDING

 

 

Giuseppe Raudino

Hanze University of Applied Sciences, Groningen, email: g.raudino@pl.hanze.nl

 

 

Abstract:

Although Baltic Cinema is nowadays acclaimed as an industry full of great potential, its international success is still dependent on – and limited by – some factors that are worth being explored. It is undeniable that huge efforts have been made in the past years with regards of cooperation beyond the national borders of the involved countries, promoting transnational productions, festivals and debates; though, it seems that Baltic Cinema as a unity, model, or even genre, is not yet achieved.

The paper aims to explore – starting from the cultural, economic and political diversity of the players – the reasons why the works produced within this area are not always perceived as parts of the same cinematographic paradigm.  In fact, the idea of Baltic Cinema as a whole clashes with a plethora of different interpretations and perspectives, so that it is possible to distinguish in the first place between narrow and broad acceptations of the adjective Baltic and the geographical range it stands for. Furthermore, the paper presents a reflection on some concepts and common habits typical of the mainstream cinema industry, such as product placement, synergy, cross-media entertainment, in relation to their presence in the Baltic film production (or the lack thereof).

The ultimate goal of the paper is to provide the reader with some elements that might be useful to characterize, (re)define and come up with a preliminary idea about Baltic Cinema as a profitable, internationally appealing and unique brand.

 

Rezumat:

De?i Cinematografia Baltică este actualmente ova?ionată ca o industrie cu un poten?ial însemnat, succesul său interna?ional este încă dependent ?i limitat de câ?iva factori care merită să fie explora?i. Este de netăgăduit faptul că au fost depuse eforturi uria?e în ultimii ani în vederea cooperării transfrontaliere, prin promovarea produc?iilor, festivalurilor ?i dezbaterilor transna?ionale; totu?i, s-ar părea că nu s-a ajuns la o Cinematografie Baltică ca o unitate, un model ?i chiar ca un gen.

Această lucrare urmăre?te să exploreze – pornind de la diversitatea culturală, economică ?i politică a actorilor – motivele pentru care crea?iile realizate în acest domeniu nu sunt întotdeauna percepute ca fiind parte componentă a aceleia?i paradigme cinematografice. De fapt, întreaga idee a Cinematografiei Baltice se află în raport de antinomie cu pletora de interpretări ?i perspective diferite, a?a că este necesar să distingem, în primă instan?ă, între interpretarea îngustă sau mai largă a adjectivului Baltic ?i dimensiunea geografică pe care o define?te. În plus, lucrarea prezintă o reflec?ie asupra câtorva concepte ?i deprinderi tipice curentelor principale ale industriei cinematografice, precum plasarea produsului, sinergia, divertismentul cross-media în rela?ie cu produc?ia de film Baltică (sau absen?a acesteia).

Scopul final al lucrării este de a oferi cititorului câteva elemente care ar putea fi utile pentru a caracteriza, (re)defini ?i veni cu o idee preliminară despre Cinematografia Baltică ca un brand profitabil,  atrăgător pe plan interna?ional ?i unic.

 

Keywords: Transnationalism, regionalism, branding, transnational cinema, Baltic cinema, Global cinema, regional cinema


10. Raudino.pdf

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