Erasmus University Thesis Repository
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Male Gaze in Film
No full textThe male gaze has been extensively discussed in literature. Films tend to utilize women as visual objects that exist to entertain a male audience through scopophilia. In this thesis the male gaze has been researched on basis of the gender of the director. To see if there is a difference between the occurrences of the male gaze in movies directed by women versus movies directed by men, a thematic analysis was used. Seven themes were found, from which five were derived from literature. These themes showcased how the male gaze differed in films directed by men or women. It seems that male directors are more inclined to utilize female characters as objects to provide visual pleasure to the male audience. Female directors tend to stray away from objectifying film techniques that add to the male gaze. It also seems that in movies directed by men, but were written from a female perspective, the male gaze was absent. This indicates that men can give women subjectivity, as long as they have a leading role
Drivers and Barriers to Sustainable Viticulture: Evidence from Organic and Biodynamic Winemakers in Champagne
No full textThis thesis aims to identify drivers and barriers of environmental sustainability in the Champagne wine region of France. Although France is one of the leading countries in sustainable, namely, organic viticulture, Champagne region is underexplored in academic literature, particularly in regard to small-scale wine producers. It is especially significant, since 90% of the vineyard land is owned by small and medium-sized enterprises, many of whom practice sustainable viticulture. Given the prevalence of small producers in the region, their environmental impact is significant, and their perspectives and experience are key for understanding sustainable developments in viticulture within the region. Thus, the following research question is formulated: What are the drivers and barriers to sustainability in the Champagne wine region among small-scale organic and biodynamic producers? To adress this question this thesis employes qualiative research, focusing on four case-studies of wineries committed to organic and bidynamic approaches. The data was collected through semi-structured interviews with winemakers and analysed through thematic analysis. For the purpose of arranging the interviews with wine producers, a fieldtrip to Champagne was conducted. The findings are presented both as separate case studies and as a cross-case analysis of recurring themes related to the sustainable viticulure. The analysis confirmed the relevance of existing models of environmental sustainability, namely those catagorising drivers and barriers as internal, external and strategic factors. However, an additional category of institutional barriers was revealed, associated with challeges imposed by regulatory frameworks and regional administrative bodies. These findings provide both academic and practical insights into an underrepresented group of Champagne winemakers, revealing important implications for policymakers and future research
Managing cross-cultural diversity in Rotterdam: an exploration of how cultural venues engage with highly diverse international audiences
No full textRotterdam, as one of the Europe's busiest ports over the past century, has attracted a highly diverse population, shaping the city into an international oriented and culturally vibrant urban space. Many of the city's cultural venues not only reflect the multi-cultural demographics of Rotterdam, but also play a significant role in fostering intercultural conversation, mutual understanding and network creation through the development of diverse programming.
Furthermore, as liminal spaces, they often provide individuals mental support, a sense of belonging, and the opportunity to express themselves freely.
However, diversity and inclusion research in the Netherlands has primarily focused on the largest ethnic minorities for decades, while relatively little attention has been paid to international students and expatriates. Yet, as the number and diversity of international residences continue to grow, their contribution to the diverse and multicultural dynamic of Rotterdam and other major Dutch cities becomes increasingly significant. Hence, this study explored how cultural venues in Rotterdam engage with this highly diverse audience, particularly expatriates. The study adopted a qualitative research design, specifically semi-structured in-depth interviews, followed by thematic analysis to examine how professionals in cultural venues perceive and approach engagement with Rotterdam's international
residents.
All nine cultural practitioners emphasized the significant role of cultural venues in fostering diversity and inclusion within the city, showcasing the impact they can have on creating a more inclusive urban environment. However, several challenges emerged for venues to maintain diverse programs. The dispersed nature of international audiences requires venues to constantly invest efforts, time, and resources to draw the audience's attention. Additionally, insufficient funding and resources often constrain the implementation of comprehensive inclusion strategies, affecting the long-term sustainability of the venues. However, despite these challenges, the interviews revealed several extensive strategies grounded in the practitioners' extensive experience in navigating Rotterdam's diverse urban environment. These strategies include, for example, flexible use of language, co-creation with international communities, and the formation of diverse teams representing a variety of backgrounds. Such approaches not only introduce new perspectives but also create an environment rooted in and striving for genuine diversity and inclusion
Sociale media als instrument van de macht: een vergelijking tussen Rusland en het Amerika van Trump
No full textSinds de inauguratie van Donald Trump als 45ste president van de Verenigde Staten is het beeld
ontstaan van een opkomende oligarchie rondom techmiljardairs die Trump steunen. Recente
koersveranderingen bij grote socialemediaplatforms zoals Facebook en X - die mede zijn ingegeven
door conservatieve invloeden - roepen de vraag op in hoeverre deze platforms verweven zijn met
Trumps politieke agenda. Deze scriptie onderzoekt in hoeverre het snel veranderende Amerika onder
Trump steeds meer kenmerken van een tech-oligarchie vertoont. Dit gebeurt aan de hand van een
vergelijkend casusonderzoek met Rusland, waar al langer sprake is van een dergelijke
machtsstructuur. Er wordt niet alleen gekeken naar de rol van platformeigenaren, maar ook naar die
van de staat. Daarbij wordt een bestaande theorie over de instrumentalisering van media opnieuw
toegepast en gemoderniseerd: waar deze theorie eerder alleen van toepassing was op traditionele
media, wordt het hier uitgebreid naar sociale media. De onderzoeksvraag luidt: Welke
overeenkomsten bestaan er in de instrumentalisering van socialemediaplatforms in Rusland en de VS
sinds 2022?
Aan de hand van een uitvoerige analyse van rapporten, nieuwsartikelen en interviews met experts,
wordt deze vraag beantwoord. Hieruit blijkt dat in zowel Rusland als de VS socialemediaplatforms
sinds 2022 in toenemende mate worden ingezet als politiek instrument. Regimes in beide landen
streven namelijk naar meer controle over de platformmarkt, vergroten hun mogelijkheden tot
surveillance, en raken steeds meer verstrengeld met platformeigenaren, die op hun beurt vaker
kiezen voor zelfverrijking dan voor het publieke belang. Wel is er een duidelijk verschil in wat deze
instrumentalisering betekent voor de bevolking: de politieke beïnvloeding van sociale media is in
Rusland op dit moment namelijk aanzienlijk repressiever dan in de VS
Cultural lifestyle between generations : Exploring consumption pattern in ballet performances and how they relate to other cultural consumption
No full textThis study investigates the interplay between cultural lifestyles across generations, focusing on consumption patterns within the realm of ballet performances and their relation to other cultural activities. With the increasing emphasis on cultural participation as a sign of social identity and symbolic boundary setting, it is crucial to understand how different age cohorts interact with and perceive cultural offerings. This master thesis takes a qualitative approach and provides an in-depth study of the preferences, motivations and attitudes of different age cohorts towards taste in ballet performance and other cultural activities. Building on the foundation of distinction and habitus theory (Bourdieu, 1984) and cultural omnivorousness theory (Peterson, 1992) and using more specific theories of taste analysis that have emerged in the 21st century (e.g., Lahire, 2008; Jarness, 2015), a well-rounded interview guide forms a way of examining individuals' taste in ballet performance and its relation to preferences in other cultural activities. Starting from the roots and cultural background of individuals, it provides a comprehensive understanding of how their taste is shaped. This thesis is based on 14 semi-structured interviews with individuals between the ages of 21 and 57 who have attended at least one ballet performance in the Netherlands in 2023. My first research question is "how do individuals make sense of their taste in ballet performance?" and leads to my second and third research questions, "how do individuals' tastes in ballet performance relate to their broader taste patterns?" and "how do individuals' tastes in cultural activities relate to the generation to which they belong?" to look at the difference between generations and the diversity of cultural consumption patterns. Furthermore, this study explores the interconnectedness between individuals' taste in ballet and taste in other cultural activities, including theatre, opera, the visual arts, et cetera. Through qualitative interpretation, it seeks to uncover patterns of cultural consumption across generations, offering insights into the dynamics of contemporary cultural engagement. The findings contribute to a nuanced understanding of how cultural preferences and behaviors are transmitted and transformed across different age cohorts, informing strategies for cultural institutions and policymakers aiming to enhance audience diversity and engagement
Industry-Driven ESG: Human Resources-Specific Strategy for Development and Localization
No full textHow do multinational HR firms create sector-specific ESG strategies-and adapt them across diverse local markets? This thesis investigates that question through an in-depth case study of Randstad, a leading multinational in the human resources sector. Despite ESG's growing role in corporate governance, its application in labor-driven service sectors remains underexplored. This study addresses that gap by analyzing how Randstad constructs its ESG priorities and implements them across different national settings.
Drawing on expert interviews and longitudinal document analysis-including Randstad's annual and local sustainability initiative reports from 2010 to 2024-the research uses a mixed-methods approach supported by qualitative coding and co-occurrence analysis with Atlas.ti. The findings reveal that ESG is not a static checklist, but a dynamic and iterative process shaped by negotiation, learning, and organizational adaptation. Strategy formation is driven by internal values-such as people-centricity and talent development-as well as external pressures like CSRD compliance and investor expectations. Localization is achieved through a hybrid governance model that empowers national teams to adapt global themes to regulatory, cultural, and infrastructural contexts, while feeding local innovations back into global ESG evolution.
Ultimately, this thesis positions ESG as more than a compliance exercise: it is a strategic framework through which firms align internal purpose with external accountability to generate meaningful, context-sensitive social value
For a Few Euros More - How public film financing shapes creative decisions in Germany
No full textA stated goal of German film funding is the protection of a distinctly German film culture against market forces that incentivize filmmakers to make risk-averse decisions, which are considered detrimental to artistic exploration. Widespread criticism, albeit subjective, suggests that the success of these policies does not match the funds allocated to that end.
Previous economic work has shown how financing can shape project strategies. By viewing interactions between filmmakers and polities through a principal-agent framework one can examine how these interactions shape the decisions of artists. By understanding the channels through which artists are affected, it is possible to assess whether the functioning of the subsidy apparatus is beneficial to the reaching of its goals.
This study is based on a series of semi-structured expert interviews with filmmakers that have released films in Germany. They were asked to explain their approach to filmmaking and how they dealt with challenges of financing. By asking them to recount individual projects and their financing processes, it was possible to find commonalities between their individual interactions with public financiers to answer the following research questions:
1. In what way does the landscape for film funding in Germany help to achieve its cultural goals?
2. In what way does German public film funding shape project strategies employed by filmmakers?
The key takeaways of this study were that filmmakers are effectively incentivized to favour quantity-oriented strategies over quality. Filmmakers perceived difficulties in predicting principal-behaviour and thus struggled to form consistent strategies. At the same time, they face looming liquidity problems if cash flow is not continually generated, meaning that they are virtually forced to keep maximizing their chances to obtain funding. Being unsure how to maximize the chances of individual projects, the dominant strategy becomes raising the expected value of funding by maximizing the number of applications. Instead, the same effort could be redirected towards optimizing individual ideas.
Similarly, artists are incentivized to make their ideas easy to digest and less specific, because in their experience there is little in-depth engagement of decisionmakers with individual projects, due to the modus operandi of most subsidy committees. Without this in-depth engagement, intricacies would be missed or misunderstood, which would result in a denial of funding
Silence or solidarity?
No full textIn today's digital era, social media influencers have emerged as significant opinion leaders, shaping public discourse on pressing global crises. This thesis investigates the expectations that Dutch young adults (aged 16-29) hold regarding the crisis-related communications of influencers on Instagram. Despite their prominence in the media landscape, little is known about how followers perceive the authenticity and responsibility of influencer responses during critical events such as war, climate change, and sexual misconduct. This study delves into the question: What are the expectations of Dutch young adults regarding the social media activity and statements of public figures about current crises concerning war, climate change, and sexual harassment? Drawing on theories such as parasocial relationships, uses and gratifications, cultivation theory, and social identity theory, the study examines how followers interpret influencers' social responsibility, authenticity, and credibility during crises. A qualitative approach was employed using five focus groups with diverse participants. Two influencers: Monica Geuze (macro-influencer) and Tom Schimmelpennink (micro-influencer). Together they served as case examples to explore how follower count and content alignment affect audience expectations. Findings reveal that audiences value authenticity and consistency over frequency of posting. Influencers are expected to speak out when the issue aligns with their identity and previous content. Participants emphasized the importance of explaining the reason behind it. Crises perceived as moral (e.g., sexual misconduct) evoked stronger expectations for influencers to take a public stance, while politically sensitive topics like war were approached more cautiously. Climate change prompted mixed reactions, often depending on the influencer's perceived credibility on the topic. This study contributes to the understanding of how social media users-especially Gen Z-perceive the role of influencers in times of crisis. The findings offer insights for influencers, communication professionals, and policy makers aiming to engage young audiences in a credible and responsible manner
We Can't Do It Alone!
No full textIn an increasingly competitive music festival landscape, both commercial and nonprofit organizers are under pressure to ensure the long-term sustainability of their events, with environmental and social impacts becoming key factors in standing out and maintaining their position in the market. Communication is a pivotal tool for music festivals to support and implement sustainability initiatives in their management. In fact, research has shown that transparent and proactive communication about sustainability can offer several benefits. It helps build audience trust in the festival's image and fosters a sense of collective responsibility, potentially influencing audience behaviour. The term used to describe an organization's communication of its sustainability commitment is corporate social responsibility (CSR) communication. The aim of this study is to analyse the CSR communication of Dutch music festivals and to identify the narratives and frames they employ, whether they focus on building trust in their initiatives, or generate collaboration with their audience. A qualitative method of data collection was adopted for this study with forty-one data units originated from websites of Dutch music festivals. The method of data analysis was the qualitative content analysis, which allowed to investigate CSR-related contents on websites, often found under 'sustainability' pages. The topic addressed, the framing of the message, the tone of voice and the aim of the communication action were investigated in each data unit of the dataset. Applying the framework of Elving et al. (2015) on CSR communication to the dataset, four major categories were deductively identified: 'informative', 'value-driven', 'future-oriented', and 'audience-involvement CSR communication'. For each major category, two subcategories inductively emerged from the data. The findings emphasize that CSR communication by Dutch music festivals serves four aims: to inform and educate about their commitments, to persuade and build trust in their sustainability efforts, to encourage future change and shared responsibility, and to actively involve the audience in their initiatives. Contrary to the original framework, where the division between strategic and communicative action was related to major categories, in this study, it was attributed to the subcategories. Specifically, four subcategories focused on strategic action, aiming to build trust in the festivals' commitment to sustainability. The other four emphasized communicative action, fostering a sense of community and shared knowledge with the audience. Moreover, gain-framed messaging and a conversational human voice were evident in nearly all subcategories, except one, which used an organizational tone. Thus, Dutch music festivals appear to adopt a balanced approach to online CSR communication, characterized by an overall positive framing and a conversional human voice
FIFA to EA Sports FC: Understanding Brand Loyalty and Player Identity in a Changing Football Gaming Landscape
No full textThis thesis investigates how emotional brand attachment and social influence shape consumer loyalty and purchase intent following the co-branding dissolution between FIFA and EA Sports. Drawing on theories of brand loyalty, emotional attachment, and social dynamics, the study examines the transition from the long-standing FIFA video game series to EA Sports FC. Through ten semi-structured interviews with long-term players, the research explores why consumers continue to engage or disengage with a franchise, despite dissatisfaction and brand transformation. Findings reveal that loyalty is not solely based on product satisfaction but is deeply linked to emotional attachment, nostalgia, identity reinforcement, and social dynamics. Players remained attached to the series due to personal memories, habitual engagement, and perceived social obligations. Many expressed critical views of gameplay and monetization, but continued purchasing out of routine, lacking alternatives, or participating in community activities. Influencer culture, social media, and peer networks further reinforced these behaviors, demonstrating that loyalty is co-constructed through emotional and social factors rather than rational evaluation alone. This thesis contributes to brand management literature by highlighting the power of emotional bonds and social influence in shaping loyalty, even toward disliked or changing brands. It offers insights for marketers navigating brand transitions in emotionally charged, digitally mediated environments