Erasmus University Thesis Repository
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Thinking Outside the Box, Coloring Inside the Lines: Challenges and Growth of the Dutch Film Industry
No full textThis thesis explores how filmmakers in the Netherlands, defined as directors, producers and writers, perceive the growth potential of the Dutch film industry. Using qualitative interviews with ten filmmakers and supported by a theoretical framework that includes national cinema, risks and resilience of small-nation filmmaking, funding and co-productions. The study shows a complex film industry marked by both ambition and challenges. While participants express a desire for innovation, inclusivity and international relevance, they also point to challenges that persist, such as underfunding and bureaucratic rigidity. The findings align with the Olsberg SPI (2023) report and affirm the importance of the Dutch Film Fund's new policy (2025), which focuses on quality over quantity, talent development and innovation. Growth opportunities are identified in international co-productions, alternative appliance funding models, and audience engagement. Ultimately, this research shows that understanding industry growth requires measuring quantitative output, as well as listening to experiences and opinions of filmmakers in the Dutch film industry
Fans, Media, and the Legacy of Liam Payne:
No full textThis thesis investigates how digital fan communities engage in practices of mourning, memory-making, and media critique in response to the death of singer-songwriter Liam Payne. The study is situated within the broader framework of participatory culture, parasocial grieving, affect theory, and media framing, to answer the research question: how do fan communities, as participatory cultures, preserve the (digital) legacy of deceased celebrity Liam Payne, and how do their efforts interact with their perceptions and responses to media coverage? Using a qualitative research design combining online ethnography with thematic analysis, this study examines 500 Tweets and 30 TikToks posted between October 2024 and May 2025. These posts were collected through freshly made accounts to minimise the influence of the algorithm and ensure minimal filter bias. Through iterative coding in ATLAS.ti, four key themes emerged: grief and emotional expression, legacy and memory, media and narrative response, and fan community practices. The analysis explores both the cultural and emotional significance of these fan actions. Findings reveal that fans engage in diverse forms of digital mourning, including tribute art, coordinated hashtag campaigns, symbolic rituals, and affective storytelling. These acts serve as digital lieux de mémoire maintaining Liam's legacy through creative, emotional, and communal expressions (Nora, 1989, p. 7). This thesis also highlights the significance of parasocial relationships and how grief felt by fans mirrors traditional mourning processes, even when not publicly or socially acknowledged, illustrating the concept of disenfranchised grief (Harju, 2014, p. 124). Importantly, fan responses were not just expressions of emotion, but also active counter-narratives against dominant media portrayals. Using platforms such as X and TikTok, fans challenged media frames around Liam's death, particularly those that sensationalised or misrepresented his personal struggles. In doing so, they demonstrated Jenkins' notion of fans as active participants in shaping cultural narratives (Jenkins, 2018, pp. 13-14). Ultimately, this study sheds lights on how fan communities respond to loss in a mediatised and globally connected world. It reveals a broader transformation within the topics of memory and grief, where emotional expression, community belonging, and narrative control converge within participatory cultures
From reputation to community: understanding cultural demand among young consumers in the Netherlands.
No full textThis master thesis investigates the influence of online reputation and sense of community on consumer demand for cultural products and events among young adults in the Netherlands, specifically individuals aged 18 to 30. The study aims to add knowledge to existing research by examining the complex interplay between these two social-psychological factors and their impact on consumer behavior within a highly competitive cultural landscape and oversaturated market. Employing a qualitative research design, the study predominantly utilizes semi-structured in-depth interviews to gather nuanced insights into individual perceptions, emotions and motivations related to cultural consumption. A purposive sampling approach was adopted to ensure diversity among participants and a sufficient level of cultural participation and involvement. The data sample consists of ten individuals who are influenced by social aspects, as well online and offline, and regularly participate in cultural events such as festivals or concerts, listen to music or purchase other cultural products. Data was conducted both in person and through online video calls, with interviews lasting between 45 to 60 minutes. The theoretical framework consists of key concepts such as reputation, defined by online and offline perceptions including reviews and word-of-mouth reputation. Furthermore, it includes a sense of community, characterized by online and offline social aspects, the desire to fit in, feelings of belonging and shared values. The research explores how these variables shape the willingness of young consumers to engage with and purchase from cultural businesses. This research does this whilst emphasizing the symbolic, emotional and socially constructed dimensions of cultural consumption. Furthermore, findings suggest that a strong sense of community enhances consumer demand and the willingness to use or participate. This is especially the case when a strong sense of community, in line with the consumer's values and goals, is combined with a positive online reputation. The study provides valuable insights for academics seeking cultural and sociological knowledge about consumer demand and the potential economic effect of an entrepreneur's or business' online reputation and establishment of sense of community. Furthermore, the study provides valuable insights for cultural entrepreneurs and businesses seeking strategies to attract consumers. In conclusion, the research emphasizes that establishing a sense of community in line with the target audience's values, social goals and standards, in addition to establishing and maintaining a positive online reputation is crucial for cultural consumer demand of young audiences in the Netherlands. This thesis contributes to academic knowledge by researching the interplay of the sense of community, online reputation and consumer behavior
Algorithmic Feminism: TikTok's Role in Shaping Young Women's Perceptions of Gender Equality
No full textThis thesis explores how engagement with feminist and anti-feminist content on TikTok
shapes young women's views on gender equality. By focusing on the interplay between
algorithmic curation and identity formation, the study investigates the dual role of TikTok as
both a space for empowerment and a platform that reinforces traditional gender norms.
Drawing on feminist media theory, postfeminism, digital feminism, and algorithmic bias, the
research is grounded in a qualitative design through semi-structured interviews with ten
women aged 20-25. Thematic analysis revealed four key themes: Algorithmic Curation and
the Personalization of Feminist and Anti-Feminist Content; Feminist Identification and
Ambivalence; Anti-Feminist Content and Internalized Misogyny; and Body Image, Beauty
Norms, and the Performance of Femininity. Findings suggest that TikTok's algorithm creates
highly personalized experiences, often reinforcing existing beliefs while occasionally
exposing users to contradicting viewpoints. Participants expressed both appreciation and
concern regarding trends like "girl dinner" or "women in male fields," reflecting the
complexity of digital feminism. Furthermore, the study highlights how algorithmic exposure
to romanticized traditional roles or misogynistic figures like Andrew Tate contributes to
internalized contradictions among users. Ultimately, this thesis reveals that TikTok is a
contested space where progressive and regressive narratives coexist, shaping young women's
understanding of feminism and gender roles in nuanced and sometimes conflicting ways
System versus Human: The Role of Trusting Beliefs in AI Adoption Across Personal and Work Contexts
No full textAs Large Language Models (LLMs), such as ChatGPT and Microsoft Copilot, become increasingly integrated into daily life, understanding how users form trust in these AI systems can aid in promoting adoption and sustained use of the technology. While previous research has examined trust in technology from a functional perspective, LLMs challenge this view by showing system-like capabilities with human-like interaction features. This raises the question of how different types of trust, system-like and human-like, form user evaluations for a LLM.
This thesis investigates how human-like trusting beliefs (such as integrity, competence, and familiarity) and system-like trusting beliefs (including reliability, functionality, helpfulness, and privacy/security) influence four key user outcomes: perceived usefulness, perceived enjoyment, trusting intention, and continuance intention. It also examines whether the context in which a large language model (LLM) is used, personal versus work-related, moderates these relationships. The study uses a dual trust framework and is supported by theories that emphasize how trust in technology is formed by both system characteristics and the environment in which technology is used.
A survey design was employed with a sample of 150 participants, who were randomly assigned to reflect on either personal or professional use of an LLM. Participants reported their experiences with the LLM in the context they most often used it and completed validated measures of trusting beliefs and user outcomes.
The results show that system-like trust was the most consistent and significant predictor across all outcomes. Human-like trust showed a more selective influence, contributing significantly to continuance intention. Importantly, context played a significant moderating role, particularly strengthening the effect of trust on continuance intention.
This study contributes to theory by validating the dual-trust framework in the context of LLMs and by showing that trust formation can be context-sensitive. Practically, the findings suggest that LLM designers and organizations should tailor their systems and messaging to match user expectations across different settings but specifically focus on system-like trust. Future research should explore how trust evolves over time, and how other factors, such as culture and experience, form trust in AI assistants
Lead To Compete
No full textThis research explores how marketing managers and agency leaders in Iceland
employ leadership strategies to gain differentiation and distinction for clients. The focus is on
how these strategies impact organizational culture by investigating how internal dynamics
can influence desired external outcomes. The research is guided by the following research
question:
How do marketing managers in Iceland employ leadership strategies to maintain
brand competitiveness and distinction for a client in their market and how do these
leadership strategies impact their employees?
This research is grounded in two key theoretical frameworks, one of which is
transformational leadership, emphasizing vision, inspiration and motivation in leadership
strategy. The other is leadership-as-practice (L-A-P) which views leadership as a collective
process embedded in daily interactions. These frameworks are relevant in the agile and fast-
paced environment of Icelandic marketing and advertising agencies due to the homogenous
nature of Icelandic creative industries.
A qualitative analysis was employed, using semi-structured in-depth interviews with
leaders at agencies as well as their staff, to provide a reflection on the organizational culture.
An additional reflective interview was conducted to reflect on themes that had emerged. A
thematic analysis approach (TA) helped to inductively code and identify the following
themes emerging from the data: leadership practice, culture, creativity, and branding practice.
The study found a relationship between leadership style and the emergent
organizational culture, which provided the basis for fostering a creative environment through
strategic processes set by the leadership. This led to consistent and distinctive branding
practices for clients of the agencies. Branding therefore emerged as an outcome of internal
alignment and not as an isolated function.
The findings therefore suggest that embracing and intertwining transformational
leadership and leadership-as-practice strategies can assist leaders in aligning internal cultures
to achieve desired external goals for themselves as well as clients. Offering valuable insight
for practitioners to keep in mind when seeking a healthy client-relationship.
Some limitations are due to a limited number of participants in Icelandic agencies,
and the qualitative scope of the research. The findings may not be generalizable globally or to
larger organizational settings. Future research could incorporate a multinational approach or
explore leadership strategies
Framing Strategies and Consumer Willingness to Adopt Plant-Based Diets
No full textThe current food system places unsustainable pressure on environmental resources. As livestock farming contributes significantly to greenhouse gas emissions, land degradation, biodiversity loss, and deforestation, shifting toward plant-based diets is widely recognized as a critical strategy for mitigating the environmental impact of current dietary patterns. Despite the increasing awareness, public support and behavioural adoption of plant-based diets remain limited. This study investigates how framing strategies influence consumers' willingness to adopt a fully plant-based diet. Specifically, it examines the interaction between gain vs. loss framing and individual vs. societal value-based arguments, addressing the research question: How do framing strategies and types of arguments affect consumers' willingness to adopt a fully plant-based diet? To explore this question, an experimental survey design was employed. Respondents (N = 169) were randomly assigned to one of four message conditions that varied by framing type and argument focus. The primary dependent variable was self-reported willingness to adopt a plant-based diet; two validated psychological scales, namely meat attachment and food choice motives, were included as covariates to control for individual differences. Data were analysed using ANCOVA to assess main and interaction effects of the experimental condition on willingness, while adjusting for covariates. The overall model was significant. However, argument type and framing did not have a statistically significant effect once covariates were controlled. In contrast, both meat attachment and food choice motives were strong predictors (p < .001), underscoring the importance of pre-existing attitudes in shaping openness to dietary change. These findings suggest that while framing strategies alone may not directly influence willingness, individual-level psychological factors play a more decisive role. Future research should further investigate the conditions under which framing may be effective, perhaps by tailoring messages to audience profiles or combining them with behavioural nudges. This study highlights the relevance of psychological dispositions in communication design and reinforces the need to consider deeper motivational barriers when promoting sustainable food transitions
Influencers, Inclusion and Intentions
No full textWith the rising popularity of influencer marketing, research has examined how the purchase intentions of consumers are shaped through identity alignment with influencers on varying social media platforms. The source credibility theory and the concept of homophily are the most prominent concepts in explaining the relationships between influencers, consumers and in predicting consumer behaviors, thus mediating roles were assumed. Although varying factors are examined in prior research on varying platforms, the impact of cultural diversity in TikTok influencer marketing campaigns have been largely neglected. Moreover, the study expected to find a moderating role of topic involvement, where high involvement with diversity had a positive impact on the association between a diverse influencer campaign and purchase intentions. This study thus examined the following research question: "To what extent does diversity in TikTok influencer campaigns influence the purchase intentions of female Dutch beauty consumers?". An experimental survey design was employed for this research, randomly assigning the respondents (N = 105) to one of the three conditions. The first condition exposed participants to a video with four diverse influencers, the second showed a video with an influencer who matches their self-reported identity, and the third condition exposed the respondents to a video with an influencer who does not match their self-reported identity. Then, data analysis was conducted with the use of SPSS and Hayes' PROCESS Macro for the mediation and moderation analyses. The between-subjects study unexpectedly revealed that diversity did not significantly affect purchase intentions. Furthermore, the mediating role of credibility and homophily on this relationship are not confirmed, and topic involvement did not serve as a moderator. However, social attractiveness and attitude homophily, which are components of source credibility and homophily, were found as predictors for purchase intentions. In addition, an exploratory analysis showed a significant positive influence of identification on purchase intentions, regardless of the experimental conditions. The study offers valuable insights for marketeers, as the findings highlight the importance of authenticity and personal connections in the engagement of consumers, whereas peripheral cues of diversity only provide surface-level affiliations
From Colonialism to Catholicism to Carbon Student Nightclub
No full textNightlife culture has been at the heart of many city's culture for many years, and provides economic, social, community and cultural benefits. Galway used to be a city with a varied and defined nightlife culture, but this changed in the early 2010s following the 2008 financial crisis. This research focuses on the reasons for this decline and the consequences felt by the city as a result. To gain insights, data was collected from twelve semi structured interviews with various stakeholders in the Irish nightlife scene. From the data, it is clear that the historical context of Ireland has resulted in Galway's nightlife decline. This is mostly through the lasting impact of colonialism and the Catholic Church on the mindset and activities of the Irish people. The impact of colonialism is felt through the fact that Ireland has developed a culture based on alcohol due to the wiping out of indigenous culture at this time, which leads to an overall negative perception and link to alcohol culture acts as a barrier to further nightlife development. Another key contribution to nightlife decline is the impact of the Catholic Church on legislation regulating nightlife spaces. Other key factors identified were the financial dependency on alcohol sales, lack of appreciation of nightlife culture as a legitimate culture form, overall negative perception of nightlife and lack of care of the Irish government. The major consequences of nightlife decline in Galway is that the city has only one purpose built club venue. The economic, social, community and cultural benefits are also not realised to their full potential due to nightlife decline. Despite the issues the development of nightlife culture faces in Galway, the scene shows a strong resistance through the use of alternative venue spaces to throw parties in, as well as the strong communities that form alongside such parties. This study contributes to the understanding of nightlife culture in Galway, as well as the industry surrounding it. It also highlights the importance of nightlife and its associated benefits within the city of Galway
Looking through the Lens
No full textFilm programmers, as experts, possess the potential to attribute value to certain films within the cultural industries, which may similarly increase the visibility or accessibility of these goods. By weighing the balance between which films are screened, especially those made by established or emerging directors, this creates the opportunity for curating a symbolic and powerful film program: and are unique to each programmer. However, these decisions may be further influenced by their agency, personal tastes or vision, the company for which they work, or other relevant network effects. Thus, this study investigates how these decisions are negotiated first-hand between head programmers working within cinemas, business entities, and film festivals. The research question was presented as: How do film programmers reflect on their programming experience and decision-making processes, with insight into screening films from established and newcomer directors? By conducting semi-structured interviews, this allowed the programmers to discuss their professional experience first-hand and in-depth. The programmers were therefore able to provide valuable insights related to prioritizing films relevant for their audience's enjoyment above all else. Still, they also discussed the varying goals for which they program: such as entertainment, meeting demand, or being thought-provoking. These emerging topics were then formally grouped together within a thematic analysis, introducing the relevant themes of industry norms, (programmers') positionality, programming tools, and societal implications within the dataset. These foundational aspects for film programming were identified and contrasted to the notions of cultural value and gatekeeping logics, which have the potential to emerge between cultural experts. By further providing context to the ambiguous decision-making process for curation, this study identified how experts reflect on their roles to produce film programs with purpose, uplifting various genres and filmmakers, but most importantly: screening films fit for their audiences