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Digital Piracy and Consumption Habits: A Study of the Greek Market

A presentation by
Melenia Arouh and Georgia Miliopoulou, School of Liberal Arts and Sciences

When: Monday, April 23, 15:00–15:50

Where: Center for the Arts Auditorium

Organized by: Faculty Research Seminars 2017-18 Series


Abstract

The purpose of this paper is to provide insight regarding online consumption of movies and television series. By using established theories we frame our discussion of movies and series as cultural goods that foster social participation, and we delineate and explain the resulting social rituals and experiences. In order to test these main theoretical claims we conducted an online survey to a Greek audience, since this is an under-researched audience. The Greek market proves to be a very interesting case study because it is small, homogenous, afflicted by the financial crisis, and as a result demonstrates increased percentages of illegal consumption. In analyzing the data we have collected we note the different set of habits and rituals between watching movies and watching television series; the increased presence of digital piracy; the decline of the DVD market; and the increased popularity of television series, that were once inaccessible to the Greek audience. Our study has two contributions: first, that this topic has not been thoroughly examined by using an ethics neutral approach; and second, that it has not been sufficiently connected to broader socio-cultural and consumption theories. We explain illegal consumption as a collaborative and participatory process within a social context, and we believe that this providesconsumer insights for the study of other markets as well.


Georgia Miliopoulou, PhD

BA, Philosoph, Pedagogy & Psychology – Aristotle University of Thessaloniki
MA, Cultural Management – Panteion University
PhD, Brand culture and communication, Panteion University

For over 20 years Zozeta has worked as an advertising copywriter, creative director and creative consultant for multinational agencies. She participated in the Coca-Cola 2004 Olympic campaign; worked as a content manager and creator for large sites and portals; served as co-founder and head of creative content at Tenfour. She has taught in Panteion, the Cyprus University of Technology, the TEI of Athens and of the Ionian Islands, and in the School of Public Administration. She offers workshops on digital creativity, content, and storytelling and serves as a member in the WIB Committee of the American-Hellenic Chamber of Commerce. Her research interests include: content and storytelling in the new media; creativity in advertising; brand communication. Since 2015 she is a Full Time Assistant Professor at Deree ACG, School of Liberal Arts & Sciences, Department of Communication, teaching courses in advertising, digital content and research.


Melenia Arouh, PhD

BA, Philosophy, Deree – The American College of Greece;
MA, Film Studies, University of Southampton, UK;
PhD, Aesthetics and Cinema, University of Southampton, UK

Melenia Arouh joined Deree in 2005, teaching courses in the Communication and Philosophy departments. Her current teaching includes such courses as Introduction to Film & Television Studies, Film Analysis, Screenwriting, Issues in Context, Aesthetics, and Philosophy and Cinema. Her publication and research interests are in the areas of aesthetics, film and television theory, the philosophical study of cinema, and art criticism. She has worked in the past as a freelance journalist for a number of Greek magazines and newspapers, including Cogito and Eleftherotypia. At Deree she serves as the advisor to the Film Club, which organizes the annual Deree student film festival. Currently she also serves at the International Honors Program advisory committee, and The ACG Review editorial board.

Publication titles include : “Greek reality, American television” in the anthology American Culture in Greece, “Mapping Cinema Space”, in the anthology Screen Method: Comparative Readings in Screen Studies, “Aesthetics of the Film Biography: Painters and Paintings”, in the anthology Experience and Understanding – an Anthology on Biography and Biography-Theory.