The emerging global screen ecology of social media entertainment

Authored by: Stuart Cunningham , David Craig

The Routledge Companion to World Cinema

Print publication date:  September  2017
Online publication date:  September  2017

Print ISBN: 9781138918801
eBook ISBN: 9781315688251
Adobe ISBN:


 Download Chapter



The emerging shape of screen industries in the twenty-first century encapsulates deep changes in consumer habit and expectation and content production related “to a larger trend across the media industries to integrate digital technology and socially networked communication with traditional screen media practices” (Holt and Sanson 2013: 1). This emerging new screen ecology has given rise not only to major challenges to established media, but is being shaped by a set of newly prominent online screen entertainment platforms, most prominently Apple, Amazon and Netflix, but also and pre-eminently Alphabet/Google/YouTube. Cunningham and Silver (2013) have previously examined the broad contours of this phenomenon. Arguably one of the most challenging and innovative elements of the evolving screen ecology is a very low-budget tier of mostly advertising-supported online channels driven mainly by the professionalisation and monetisation of previously amateur content creation. We call this “social media entertainment” (SME) and distinguish it from the professionally generated content (PGC) strategies of Netflix, Amazon and others, that constitute the other part of the new screen ecology.

Search for more...
Back to top

Use of cookies on this website

We are using cookies to provide statistics that help us give you the best experience of our site. You can find out more in our Privacy Policy. By continuing to use the site you are agreeing to our use of cookies.