Recalcitrant audiencing: Between analytics and creative practice in thefilm industry
Began:
Co-authored with Anders Kristian Munk.
This article explores the evolution of audience analytics in filmmaking in the context of digital platforms and AI. We propose the term 𝘳𝘦𝘤𝘢𝘭𝘤𝘪𝘵𝘳𝘢𝘯𝘵 𝘢𝘶𝘥𝘪𝘦𝘯𝘤𝘪𝘯𝘨 to describe a mode of audience engagement that resists confirming filmmakers’ assumptions, instead challenging dominant ideas about who the audience is or should be. In place of a docile, knowable audience, we trace the emergence of one that is intentionally recalcitrant- ambivalent, heterogeneous, and constructed to be troubling.
The article is part of the special issue “Big Data Audiences”.