Recalcitrant audiencing
Between analytics and creative practice in the film industry
Bibliographic Data
| ID | 7151069 |
|---|---|
| Authors | Johan Irving Søltoft (0000-0002-3076-0575, Technical University of Denmark, corresponding author), Anders Kristian Munk (0000-0002-5542-3065, Technical University of Denmark) |
| Year | 2025 |
| Volume | 31 |
| Issue | 6 |
| Pages | 1832-1846 |
| Publication date | 2025-12-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Convergence The International Journal of Research into New Media Technologies (JOURNAL) |
| Journal identifiers | ISSN: 1354-8565 • E-ISSN: 1748-7382 |
| Publisher | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/13548565251340869 |
| OpenAlex | W4410447649 |
| Language | EN |
| Citations received | 2 |
| References cited | 31 |
This article examines how audience analytics in filmmaking have evolved with digital platforms and AI, impacting creative decisions from concept to production. Through a case study of a Danish consultancy working at the intersection of data analytics and film production, we explore how audience insights are mobilized in creative processes. We propose the term recalcitrant audiencing to describe a mode of audience analytics that challenges filmmakers’ assumptions rather than offering definitive representations of the audience. Our findings show that such practices create a narrative space for renegotiation and disruption, highlighting the nuanced role of algorithms as tools that can elicit rather than dictate creative processes. Rethinking audiencing in this way demonstrates how AI can be integrated with qualitative methods to co-imagine multiple potential audiences for a cultural product still in the making
Analytics · Art · Business · Data science · Film industry · Movie theater · Visual arts · Art History and Market Analysis · Cinema and Media Studies · Computer Science · Data Visualization and Analytics
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Intervention by Invitation
Ethnography for a data-saturated world
You Media’
Asymmetries of Knowledge
Netflix in Turkey
Friction by Machine
Material Markets
What do we see when we look at networks
Ethnographic data in the age of big data
Algorithms as culture
Experiments with a data-public
Complementary social science? Quali-quantitative experiments in a Big Data world
Audiencing
Field Work
An Essay on Framing and Overflowing
An Introduction to Market Devices
Data, now bigger and better
The ethnographer and the algorithm
| Unique citing works | 2 |
|---|---|
| Citations per year | 2 |
| Citation span | 2025 - 2025 (1) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 2 |