Volume 1 (2013): Edition 1 (October 2013)

The article takes a close look at the entrepreneurial practices of the Estonian film industry and at how these particular practices may be understood to influence the evolution of the film production cluster in Tallinn. It asks how these processes of institutional evolution of the local film industry may be understood to influence the specific nature of audiovisual culture in contemporary Estonia. The article is based on a study that was conducted in mid 2012. The study consisted of interviews with the representatives of the local film industry, including respondents from production companies (“studios”), post-production companies and distributors. The second phase of the study was a confirmative roundtable with the select group that included the previously interviewed filmmakers and a few additional industry insiders. The key research questions were: (1) what are the existing co-operation practices between companies like and (2) considering the further evolution of the industry cluster in Tallinn, what are the companies’ specific expectations and needs. The current status of the cluster’s competitiveness was evaluated by using Michael Porter’s model for analyzing conditions of competition (Porter’s diamond). Also, development perspectives of the cluster were evaluated, considering the needs and expectations of entrepreneurs. Key results of the research were divided into two basic categories: (1) current state of clustering of AV enterprises and (2) perspectives and alternatives of further development of the AV cluster.

This article investigates the relationship between surrealism and animation film, attempting to establish the characteristic features of surrealist animation film and to determine an approach for identifying them. Drawing on the interviews conducted during the research, I will also strive to chart the terrain of contemporary surrealist animation film and its authors, most of who work in Eastern Europe. My principal aim is to establish why surrealism enjoyed such relevance and vitality in post-World War II Eastern Europe. I will conclude that the popularity of surrealist animation film in Eastern Europe can be seen as a continuation of a tradition (Prague was an important centre of surrealism during the interwar period), as well as an act of protest against the socialist realist paradigm of the Soviet period.

The article discusses the evolution of conventions for TV-journalism based on the early history of Estonian Television (ETV) news. ETV was launched in 1955, its founding was coordinated by the Soviet authorities in Moscow. Although one of the initial motivations for founding the station was to produce ideological programming directed to Finnish audience, the Estonian team within the institution used the new medium to develop a new nationally oriented media organization. Over time this new journalistic institution became increasingly established and standardized both in terms of its practices as well as its use of textual formats. As the authorities lacked a clear understanding of television’s specific journalistic means and affordances the governance of ETV became an object of a rather multilayered control system. The article analyses this complex system of institutional power distribution and discusses its effects on the evolution of “cognitive modalities” expressed in specific programming formats, especially in regard to mechanisms of representing time and space. Also the “interpretative modalities” or the various, often conflicting mechanisms of managing “collectively shared meaning-systems” are discussed. For instance, in response to ritualistic and non-dialogic elements of the program that were conditioned by the soviet ideological apparatus the local journalists also aimed at representing the quotidian experiences of the common men and at establishing relatively free and dialogic relationships with their audiences and with their sense of reality. As a result, the program evolved as a mixture both ideologically and modally different as well as, paradoxically, mutually conditioning elements.

The essay discusses Deleuze and Guattari’s notion of becoming-imperceptible and raises the question to what extent it can be interpreted in terms of feminist politics and seen as a specific strategy for new media arts. Although the notion of becoming-imperceptible was condemned by second wave feminists, recent post-feminists representing the third wave argue not for politics of visibility but for politics of invisibility. Examining the practices of Lithuanian feminist media artists, the essay argues that becoming-imperceptible in new media arts means not an escape from visibility or a drive toward annihilation but a new conceptual strategy: becoming-imperceptible creates the potential for social and political change. This new conceptual strategy can be related to the new quality of the image: in this regard there is a close affinity between Deleuze and Guattari’s notion of becoming-imperceptible and the notion of the crystalline image which appears in Deleuze’s film theory: both notions engender duration, temporality and qualitative change. Therefore the essay claims that the crystalline image does not represent the world but recreates this world through multiple, changing and virtual images.

Theoretical and analytical considerations around the development of transmedia projects are evolving, but are still widely open, probably because transmedia storytelling is a relatively new subject that does not yet have its own specific methods and methodology of analysis. Moreover, transmedia projects are complex phenomena involving multiple dimensions, such as narrative, cultural context, marketing, business models, and legal framework. Currently, the usual approach gives place to methodologically separate analytical perspectives related to some of these dimensions. This article first discusses the elusive concept of transmedia storytelling and later presents analytical considerations outlining relevant aspects that can contribute to perceive the process of developing transmedia projects. The significance of these discussions is to address essential features of the design process behind transmedia projects and contribute to support the analytic needs of transmedia designers and the applied research in the interest of the media industry.

Movies include a shockingly high number of products - it is almost impossible to have a movie with no brand exposure at all. As entertainment fills a large part of our lives, product placements have invaded our social sphere more than we can imagine. Just as for the tobacco industry, until something is done to reduce and eliminate the images of unhealthy dietary behaviour on film, movies will remain one of the most powerful forces in the world promoting unhealthy sugary diets and serving the industry’s financial interests. The unhealthy lifestyle that is portrayed on the screens through extensive consumption of food items especially high in sugars, and how this can influence people’s dietary behaviour, is the main concern and discussion for this article. Thus, this article tries to give an overview of the current situation and how exactly it is possible for movies to influence the things we eat. Just as the tobacco industry has had a long history of working to influence Hollywood, the sugar industry will most probably face the same future. And this is not what films should be about.