Erasmus University Thesis Repository
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The influence of third wave feminism on Dutch museums and exhibitions between 1990 and 2005
No full textThis thesis explores the influence of third-wave feminism on Dutch museums between 1990 and 2005, with a focus on the positionality of three prominent art museums: Stedelijk Museum Schiedam, Centraal Museum Utrecht, and Museum Arnhem. The research investigates how these institutions integrated feminist principles into their policies and exhibition practices, particularly concerning the representation of female visual artists. In the late 2000s, feminist theorists have already promoted a new feminist museology where the museum practices are central. Therefore, this thesis studies the following research question: How did museums position themselves vis-à-vis the third feminist wave and female visual artists in the Netherlands during the period 1990-2005? This project employs both qualitative analysis and cultural performance theory on the museum policies, promotional material and more general documentation of the museums, like meeting notes. The analysis shows that there is a growing awareness of the inequality of female visual artists. Actual change is limited, and it comes from individuals or is focused on the internal structures and the management of the museum. Municipalities and organisation that work together with the museums do see the need for social change and women's emancipation. This is however limited to changes in leadership and not changes in the exhibition program. The analysed exhibitions display social situations, which are convincing the visitor of societal messages implied in the art and the messages of the art. With this analysis, the main finding in this thesis is the museums becoming more aware of gender inequalities in the art world. The museums make efforts to highlight female visual artists and societal themes in exhibition programs, but the overall representation remains disproportionally low. This thesis presents the need for museums to engage with feminist theories. Additionally, museums can play a crucial role in raising awareness on social inequalities and promoting gender equality in the art world and cultural sector
Belonging of Banat Swabians in the early 20th century
No full textThis thesis investigates how Banat Swabian identity was constructed in the late nineteenth and early twentieth centuries through Adam Müller-Guttenbrunn's novella Der kleine Schwab. Situated in the multiethnic Banat region of the Habsburg Empire, this study combines conceptual history with narrative analysis to examine how the categories of Volk, nation, and state were mobilized to articulate notions of belonging. Using Riessman's narrative analysis, it explores thematic, structural, and interactional dimensions of the text, highlighting how autobiographical storytelling becomes a vehicle for cultural identity. The novella emerges as Volksbildungsliteratur, shaping collective memory by transforming local Swabian experiences into broader narratives of Germanness. Positioned between Heimatroman and Bildungsroman, it reflects both the ambivalence of borderland identities and the socio-political transformations of the Sattelzeit. The study contributes to scholarship on German minorities in Eastern Europe and demonstrates how literature functioned as a site where identity, memory, and political concepts converged
Hatewatching for Profit
No full textIn the age of algorithm-driven media and participatory digital culture, hatewatching (watching content to critique or mock it) has become a notable audience practice. This thesis explores how online communities engage with and reinforce hatewatching behaviors in discussions surrounding the After- film series, a romantic drama franchise adapted from fanfiction. Despite widespread criticism and depictions of a toxic relationship, the series maintains cultural visibility and online relevance.
A qualitative thematic content analysis was conducted on 315 user comments from Reddit and TikTok, guided by grounded theory coding techniques (open, axial, and selective). These platforms were strategically chosen for their complementary communicative affordances: Reddit facilitates in- depth, text-based discussion and reflection, while TikTok emphasizes affective, short-form, and often performative engagement. This contrast enabled a more holistic understanding of how hatewatching manifests across different modes of digital interaction.
The analysis identified four dominant hatewatching patterns: Ironized Enjoyment, Reluctant Persistence, Community Bonding, and Hatewatching as Meta-Aware Performance, alongside two counter-patterns: Genuine Critique and Resistance to Hatewatching. These findings were interpreted through a multidimensional theoretical framework, incorporating concepts from the attention economy (Franck, 2019), affect theory (Ahmed, 2004), fan and anti-fan studies (Gray, 2019), and participatory culture (Jenkins, 2018).
Results show that users engage with the After series through irony, self-aware critique, and emotional contradiction. Hatewatching functions not merely as rejection but as a productive, socially embedded form of engagement. Through shared memes, ironic captions, and ritualized viewing habits, users contribute to the franchise's longevity and algorithmic visibility, demonstrating how negative affect can serve as a promotional tool in the digital media landscape.
This study contributes to broader understandings of contemporary audience practices, especially the interplay between cultural critique and platform economies. It also highlights the need for further research into the sociocultural implications of hatewatching, particularly when it involves media that romanticizes harmful relationship dynamics
MEDIATING TRAUMATIC HERITAGE: THE ROLE OF VIRTUAL REALITY IN CURATING MEMORY MUSEUMS
No full textThis thesis explores the use of immersive VR technologies in memory museums, focusing on their role in shaping commemorative practices and curatorial approaches in dealing with difficult heritage. Immersive technologies are often regarded as an effective way to enhance viewers' empathetic engagement, with the aim of fostering socially oriented political awareness and advancing justice. This research critically revises this position.
The research draws on interdisciplinary theory within the fields of memory studies and museum studies, applying Alison Landsberg's concept of prosthetic memory, Andreas Huyssen's reflections on memory in late capitalism, Pierre Nora's notion of lieux de mémoire, and critiques by Judith Butler and Silke Arnold-de Simine to investigate the ethical and curatorial implications of using VR in trauma-related contexts.
The methodology is based on a triangulation of methods: critical discourse analysis of the public controversy surrounding the new memorial project in Babyn Yar; thematic analysis of expert interviews with museum professionals; and content analysis of the VR project at the GULAG History Museum, interpreted through the lens of contemporary memory theories.
The analysis demonstrates that rather than serving primarily as a tool for fostering empathy or transmitting affective memory, VR technologies are most effective as educational instruments within complex pedagogical programs. Furthermore, they offer new ways of interacting with - and even constructing - spaces of memory. The findings contribute to current debates on the use of immersive media in memory museums
Digital Marketing: the complex interplay of influencer type, advertisement message type, and social media platform
No full textThis thesis aimed to investigate how different types of social media influencers (nano, micro,
and macro) and different types of advertisement messages (rational versus emotional) impact
customer-brand engagement on social media platforms. Specifically focusing on measuring
engagement through metrics such as likes, shares, and comments, using a 3x2 between-subjects
experimental research design. This thesis addressed the research question: How do influencer type
(nano, micro, vs. macro) and advertisement message type (rational vs. emotional) impact customer-
brand engagement (e.g., likes, shares, and comments), while accounting for differences across social
media platforms? To answer this question, three hypotheses were formed: H1 (Micro- and nano-
influencers generate significantly higher customer-brand engagement than macro-influencers), H2
(Emotional advertisement messages will lead to significantly higher customer- brand engagement than
rational advertisement messages), H3 (The effect of influencer type on customer-brand engagement
will be influenced by the advertisement message type) are incorporated as a covariate. The hypotheses
and covariate were tested through a two-way ANCOVA. H1 was rejected, meaning nano- and micro-
influencers are not found to generate significantly higher customer-brand engagement than macro-
influencers. Similarly, H2 was rejected. Emotional advertisement messages do not lead to significantly
higher customer-brand engagement. Finally, H3 was rejected. The effect of influencer type on
customer-brand engagement was not influenced by the advertisement message type. On the contrary,
the covariate revealed that platform preference had a significant effect on customer-brand engagement.
Thus, this research contributed to the understanding of influencer marketing effectiveness and
suggested that engagement outcomes do not only depend on influencer type or advertisement message
type, but as social media platforms, also tend to have an influential role. Offering valuable
implications for brands aiming to optimize their social media marketing strategies
Time Travel Through Trash
No full textThis thesis explores the evolution of waste management visual communication in Rotterdam from 1876 to 2013, focusing on how municipal campaigns reflected and shaped public attitudes toward sustainability, civic engagement, and environmental responsibility. Through a qualitative analysis of visual materials, including posters, pamphlets, and public advertisements produced by Rotterdam's waste management services (notably Roteb), the study traces how messaging evolved from authoritative, regulation-based appeals to more inclusive, awareness-driven strategies that encouraged voluntary participation and civic pride.
An applied component of this research is the design of an exhibition, Dirty Work, Clean City: A Visual History of Waste and Citizenship in Rotterdam, which translates the academic findings into an interactive public history format. The exhibition aims to engage a broad urban audience, fostering reflection on the historical relationship between waste, citizenship, and environmental ethics, while inspiring dialogue on contemporary urban sustainability
Packaging as a Cue: Exploring Bold vs. Muted Styles in Dutch and German Snack Consumption
No full textIn saturated consumer markets, product packaging plays a crucial role in influencing
consumer behaviour at the point of sale. While colour has long been recognized as a
powerful packaging element, less is known about how broader visual packaging styles, such
as bold versus muted designs, affect consumer responses, particularly across cultural
contexts. This thesis examines how packaging style influences consumer evaluations of
unhealthy snack products, and whether these effects vary between Dutch and German
consumers, who differ in levels of uncertainty avoidance. Grounded in Cue Utilization
Theory (Easterbrook, 1959), which suggests that consumers rely on extrinsic cues when
intrinsic product information is unavailable, this study investigates how bold (bright, high-
contrast) versus muted (soft, low-contrast) packaging styles influence four key responses:
purchase intention, perceived reliability, perceived excitement, and perceived attractiveness.
It also tests whether nationality and uncertainty avoidance moderate these effects, and
whether consumer perceptions mediate the relationship between packaging style and
purchase intention.
The study employed a 2 (packaging style: bold vs. muted) × 2 (nationality: Dutch vs.
German) between-subjects experimental design, with a total sample of 215 participants.
Respondents were randomly assigned to view one packaging condition and completed a
survey measuring their reactions using established Likert-type scales. The experiment
included manipulation checks and was preceded by a pretest to ensure clarity of stimuli.
The results show that packaging style significantly influences consumer responses.
Muted packaging leads to higher purchase intentions and perceived reliability, while bold
packaging increases perceived excitement. Perceived attractiveness does not differ
significantly between conditions. A mediation analysis revealed that perceived reliability
partially mediates the effect of packaging style on purchase intention. However, no
significant interaction effects were found for nationality or uncertainty avoidance, which
suggests that these cultural factors do not moderate consumer responses to packaging.
These findings contribute to the literature by demonstrating that heuristic visual cues
in packaging have a measurable impact on consumer decision-making, even when no
product information is available and that these effects may be more universally shared than
culturally specific. The lack of moderation by nationality and uncertainty avoidance suggests
that consumers may respond similarly to packaging styles across cultures in low-
involvement product categories. However, these responses may be influenced by subjective
and culturally shaped perceptions that this study did not measure.
The study provides practical insights for marketers and designers, particularly in
competitive markets such as the Netherlands and Germany. It suggests that muted,
minimalistic packaging may enhance perceptions of reliability and encourage healthier
consumer choices by avoiding overstimulation. More broadly, the research underscores the
importance of ethical and culturally aware packaging design strategies, offering valuable
guidance not only for marketers but also for policymakers concerned with regulating
packaging to promote responsible consumption, especially in the context of unhealthy snack
products
Authenticity in Action: The Mediating Role of Trust, Engagement, and Emotional Connection in Influencer Marketing on Bilibili
No full textThe rise of social media platforms like Bilibili has transformed how Chinese consumers make purchasing decisions, especially in the digital 3C (Computer, Communication, Consumer Electronics) product category. This study explores how the Perceived Authenticity of influencers affects consumer Purchasing Behavior and examines the mediating roles of Follower Trust, Engagement, and Emotional Connection.
A quantitative research method was adopted, with data collected through structured online survey from 177 Chinese users who follow digital 3C influencers on Bilibili. The data were analyzed using SPSS, including descriptive statistics, reliability analysis, factor analysis, and mediation regression tests.
The findings show that Perceived Authenticity has a strong positive effect on consumer Purchasing Behavior. This effect is partially mediated by Follower Trust, Engagement, and Emotional Connection. Among these three mediators, Trust had the strongest influence, suggesting that when followers see influencers as authentic, they are more likely to feel a sense of reliability and confidence in them. This kind of trust plays an important role in turning Perceived Authenticity into real Purchasing Behavior. Engagement and Emotional Connection also played meaningful roles, showing that interactive actions and emotional ties help reinforce the persuasive power of influencer marketing.
This study adds to the expanding research on influencer marketing in China by providing a detailed understanding of how Perceived Authenticity functions through Trust, Engagement, and Emotional Connection. The insights may help marketers and brands refine their influencer strategies to build stronger, more meaningful relationships with consumers in the digital 3C space in China
GORE AND DELIGHT: A BLOODY GOOD TIME?
No full textThis thesis explores why audiences find enjoyment in watching extreme cinematic violence, focusing on the emotional, cognitive, and cultural appeal of gore in horror films. While graphic imagery often provokes fear or disgust, many viewers actively seek out these experiences, suggesting deeper psychological and symbolic functions. Drawing on theories such as the paradox of horror (Carroll, 1990), excitation transfer theory (Cummins, 2017), and cinemasochism (Heller-Nicholas, 2014), this study investigates how viewers engage with gore not only as a spectacle but as meaningful and affective media.
Based on semi-structured interviews with about 10 self-identified horror fans from France and the Netherlands, this research explored participants' reactions to gore across different formats (including film, anime, and video games), and sought to understand their enjoyment through an emotional, cognitive, and cultural angle. Thematic analysis revealed key patterns: interviewees often described gore as a source of emotional release, narrative intrigue, aesthetic fascination, or as a tool for political commentary. Factors such as gender, cultural background, and viewing context significantly shaped interpretation, with some audiences framing gore as cathartic or artistic, while others emphasized its transgressive thrill. Finally, the findings revealed that the appreciation of gore is not monolithic, but rather a complex and layered process.
Findings challenge the notion of gore as purely gratuitous and instead position it as a site of symbolic negotiation and emotional engagement. This contributes to a more nuanced understanding of horror spectatorship and the cultural role of violent media, made increasingly available on platforms to younger generations
ADAPTIVE GOVERNANCE FOR INNOVATION IN RESOURCE-CONSTRAINED ECONOMIES
No full textIn the early 2000s, both Rwanda and Vietnam faced daunting developmental challenges: shattered institutions,scant R&D budgets and a shortage of skilled human capital in the wake of crises and centrally planned stagnation. Yet, by 2024 they had both ascended the Global Innovation Index rankings, demonstrating that even the most resource-scarce environments can become fertile ground for technological and institutional renewal. This thesis sets out to explain how these two seemingly disparate nations operationalized "adaptive governance" to transform scarcity into a catalyst for innovation.At its heart lies a single, guiding question: How have Rwanda and Vietnam operationalized adaptive governance for innovation in resource-limited contexts between 2000 and 2024 in ways that reflect or extend dominant theoretical frameworks for innovation? . This inquiry emerges from a recognized gap in innovation studies, which traditionally focus on OECD contexts or large emerging markets, overlooking the "periphery" where institutional fragility demands new governance logics. To answer this question, the study employs a comparative, interpretive case-study design grounded in two streams of evidence. First, an extensive document analysis of national strategy documents-Vision 2020/2050, Rwanda's NICI ICT plans, Vietnam's ??i M?i reforms, successive Science and Technology Master Plans-and donor and legislative reports provides a rich narrative of policy evolution. Second, standardized comparative indicators (R&D intensity, ICT penetration, higher-education enrollments, entrepreneurship activity) drawn from the Global Innovation Index, UNESCO science reports and World Bank data anchor those narratives to observable trends. Analytically, the thesis weaves together three complementary frameworks. National Innovation Systems (NIS) maps the structural foundations (institutions, networks, funding flows) that underpin each country's innovation ecosystem; Adaptive Governance, operationalized through Gupta et al.'s Adaptive Capacity Wheel (ACW) and Andrews et al.'s Problem-Driven Iterative Adaptation (PDIA), diagnoses how governance bodies learn, iterate and re-calibrate policy levers under constraint; and finally, Effectuation theory illuminates the micro-level decision logic such as leveraging "bird-in-hand" resources, accepting affordable losses, and "making lemonade" of surprises, that drives entrepreneurial and policy improvisation in uncertain settings.The findings reveal two distinct yet converging pathways: Rwanda's state-centric model embeds visionary planning and performance contracts within tight feedback loops to scale pilot successes rapidly, whereas Vietnam's multiscalar approach leverages provincial experimentation and private-sector improvisation ahead of formal policy adaptation. In both cases, effectual practices, means-driven action, stakeholder co-creation, affordable loss, are scaffolded by institutional mechanisms that enable learning and recalibration. Through its research, this study shows that deliberate institutional flexibility and inclusive stakeholder engagement can generate resilient innovation pathways under constraint, and that a hybrid framework integrating NIS, adaptive governance, and effectuation offers a richer, context-sensitive theory for innovation in the Global South