The significant growth rate of video on-demand (VOD) platforms has disrupted markets, and
triggered an EU policy response in form of a 30% quota on European content. This measure
implemented in 2018 under the creative and cultural policies, is currently underexplored from
an academic perspective. This investigation therefore seeks to outline a research project,
divided in three areas, that shall examine the policy discourse on EU level, the media response
from EU member states and the logic ...
The significant growth rate of video on-demand (VOD) platforms has disrupted markets, and
triggered an EU policy response in form of a 30% quota on European content. This measure
implemented in 2018 under the creative and cultural policies, is currently underexplored from
an academic perspective. This investigation therefore seeks to outline a research project,
divided in three areas, that shall examine the policy discourse on EU level, the media response
from EU member states and the logic of algorithmic awareness, display and diversity. A central
objective would be to locate, if the quota is grounded in the economic value (protection of the
audiovisual sector) or the social value (consumer protection) and if any duality of objectives,
in fact, should be contested due to aspects of mutual exclusion. Generally, the research is based
on the assumption that the construction and interpretation of algorithmic personalization is not
finalized from a sociotechnical perspective. This investigation therefore seeks to contribute to
new knowledge and opens an academic discussion marrying a cultural policy and
sociotechnical approach to the platformization of culture
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