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[Commlist] Call for Chapter Proposals: Short-Form Video Evolution in the Global South

Tue Jul 09 09:49:37 GMT 2024





Call for Chapter Proposals: Short-Form Video Evolution in the Global South: Platforms, Prosumers, and Challenges.

An edited volume by Dr. Levi Dean and Dr. Filippo Gilardi, University of Nottingham Ningbo China (UNNC).

Introduction
This ambitious yet exciting edited volume seeks to bridge together international scholars across disciplines to meet at the confluence to explore the rapidly evolving field of short-form video, focusing on its impact in the Global South. The medium has experienced unprecedented expansion due to affordable audio-visual technology and the proliferation of online video platforms. As a result, short-form videos are one of the leading types of online content, with music videos ranking among the most consumed online products in 2024 (Statista, 2024). In fact, today’s online video platforms, such as Youtube, Twitch, TikTok, Dailymotion, Youku, Bilibili, and Kuaishou, are making the most of media convergence to offer content to urban audiences’ that is adapted to their life pace. This revolution stems from changes that began in the 1990s with the onset of digitalisation. This era saw the democratisation of audio-visual technology, enabling creators to achieve high-end aesthetics at significantly lower costs. This advancement, coupled with the explosion of video-on-demand platforms that emerged in the 2000s and a remapping of viewing habits due to smartphones and tablet devices, has seen unapparelled evolution with respect to short-form video, thus moving beyond traditional fictional and non-fiction content. In China, these platforms have developed and innovated by mutating their business models in response to lawsuits for IP violations, instead of simply aligning with existing regulations. This approach has sometimes allowed them to originate before their US counterparts (Gilardi et al 2023). The popularity of short-form videos and its differentiation from short-films to education tutorials from live steaming to gaming is bringing with it a variety of novel storytelling principles and aesthetics that engage, sustain and keep viewers stimulated differently from longer formats. Currently, scholars are exploring their potential to increase awareness of minority Intangible Cultural Heritage (Lu et al., 2019; Wang, 2020; Heuman and Gambarato, 2023). Ultimately, nations with less developed creative and cultural industries could greatly benefit from learning about each other's experiences in the short-form video landscape. While some scholars defined the aforementioned online platforms as “imperialistic” in their unequal distribution of resources to content creators (Jin, D. Y. (2015), others (Gilardi et al. 2020) see an opportunity to support talent developments for the film industry. With YouTube celebrating its 20th Anniversary in 2025 and a lack of recent and comprehensive publications addressing short-form video, there is a need for a special collection focusing on cross-cultural ideas and strategies to help content creators from various countries to expand their reach and potentially tap into new markets. Ultimately, the objective would be to develop a more diverse and inclusive global short-form video ecosystem.

Aim
This volume aims at understanding the status of the short-form video phenomenon in countries from the Global South. Yet, we recognise that these nations do not exist in isolation; online platforms facilitate a borderless flow of content. We specifically welcome chapters on the history, development, and current practices/challenges of short-form video in specific local contexts and across regions. Understanding short-form video requires diverse approaches from cultural, media, and communication studies, focusing on practice, copyright, consumption, and users’ behaviours, to only mention a few. We aim to bridge together global scholars from various disciplines to make a noteworthy contribution to knowledge to the rapidly evolving field of short-form video form within the Global South.

Topics include but are not limited to:

1)      Creators:
-       influencers;
-       filmmakers;
-       UGC
-       PGC;
-       copyright;
-       motivation;

2)      Users:
-       Fans and community;
-       Motivations for engagement;
-       Active/Passive engagement;
-       Consumer behavior;

3)      Platforms:
-       Business models;
-       Entertainment;
-       History of the platforms;
-       Government regulation and support;
-       Advertisements;

4)      Content/Format:
-       Cultural heritage;
-       Educational;
-       Music;
-       Micro-dramas;
-       Short films;
-       Live streaming;
-       Gaming videos;
-       Vlogs;
-       Micro-films;
-       Branded videos;
-       Tutorials;

Submission
Researchers and practitioners are invited to submit on or before 31 September 2024 a 500 word abstract and 200 words outlining where and how the chapter fits within the aims of the book to Levi Dean ((levi.dean /at/ nottingham.edu.cn)) and Filippo Gilardi ((filippo.gilardi /at/ nottingham.edu.cn)). Notification of results will be announced by 20 October 2024.

Key Dates
•       Abstract submission deadline: 31 September 2024
•       Selection results announced: 20 October 2024
• Full chapters due: Not required until confirmation from the publisher (Targeting a University Press)

Keywords: Short Videos, Short Films, Video Platforms, China, Asia-Pacific; Storytelling.

No payment from the authors will be required

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