Digital identity at the movies: understanding and designing the contemporary cinema-going experience

Styliari, Tatiana Charikleia (2019) Digital identity at the movies: understanding and designing the contemporary cinema-going experience. PhD thesis, University of Nottingham.

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This thesis presents a multidisciplinary, mixed methods approach that combines Film Studies and Human Computer Interaction (HCI), aiming to elucidate the rapidly digitised cinema-going experience and its implications on the construction of cinema audiences’ digital identity. Existing literature in the field of Film Studies has looked into it from a social, economic and architectural perspective, without taking into consideration the emerging incorporation of digital practices and therefore, digital footprint within the cinema-going experience itself. HCI scholars have experimented with enriching the cinema-going experience using technological interventions but their research remains limited in the screening room space. Combining Film Studies and HCI, this research project suggests a new insight on audience research.

The conducted fieldwork consists of focus groups, expert interviews, participatory design, diaries, prototyping and prototype evaluation workshops. The studies’ results reveal that cinema-going is a holistic experience, a trajectory that begins before reaching the cinema, during one’s presence in it and after walking away from it, consisting of multiple physical and digital interactions, activities, platforms and devices that leave behind digital traces. Mapping this journey led to the segmentation of cinemagoers in four different types according to their cinema-going related behaviours. The approach followed resulted in the development of a prototype of a multiplatform system that provides enhanced and personalised experiences, made by the users for the users, taking into account what they think as important, beneficial, and problematic.

This PhD project contributes to the field of Film Studies using an HCI methodological approach to renew cinema history literature, adding an understanding of how audiences make use of digital platforms and data during the contemporary cinema going experience. Additionally, it adds a contextual contribution to the HCI community, extending user needs and data handling in the field of cinema by presenting cinema-going trajectories in the digital age. The exploration of digital identity construction within cinema-going extends the digital identity literature of both fields by examining the actual audiences’ practices and viewpoint but also by getting the cinema exhibition’s perspective on the matter. Finally, implications for design serve as a basis for expanding on the suggested prototypes and designing better cinematic experiences that address users’ needs –adding to the list a commercial contribution of the project.

Item Type: Thesis (University of Nottingham only) (PhD)
Supervisors: Evans, Elizabeth
Kefalidou, Genovefa
Koleva, Boriana
Keywords: Digital identity, Cinema-going, Contemporary cinema, User research, Personal data trajectories, User experience
Subjects: P Language and literature > PN Literature (General) > PN1993 Motion pictures
Faculties/Schools: UK Campuses > Faculty of Arts > School of Cultures, Languages and Area Studies
Item ID: 57318
Depositing User: Styliari, Tatiana
Date Deposited: 25 Mar 2020 09:08
Last Modified: 06 May 2020 09:33

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