Skip to content
1981
Volume 11, Issue 1
  • ISSN: 2516-3523
  • E-ISSN: 2516-3531

Abstract

The policy changes in the reform of the EU Audiovisual Media Services Directive (AVMSD) and implementation the digital single market (DSM) have recently been a major topic of debate among policy-makers and stakeholders alike. The European Commission (EC), through its various online publications, has sought to inform this discourse and promote acceptance of the reforms by communicating numerous benefits of the proposed new policy. Deploying a mixed-methods approach, our research examines the benefits of policy reform promised by EC online publications, how these proposed benefits are evaluated by industry stakeholders in Estonia, and if the two are aligned. By our definition, policy can be in alignment with industry stakeholders when it accurately addresses their values, needs and priorities. In detail, the research looks at how each of the proposed benefits aligns with what industry stakeholders in Estonia see as important for the audio-visual industry in general, important for their own professional interests, whether a policy change was needed, and finally whether they think that a policy change would be effective. Though a wealth of research can be found about the impact of policies on stakeholders, our article queries those stakeholders about their views, and addresses a perceived gap in existing research on the alignment of policy.

Loading

Article metrics loading...

/content/journals/10.1386/jdmp_00009_1
2020-03-01
2024-07-13
Loading full text...

Full text loading...

References

  1. Anderson, Chris. ( 2006), The Long Tail: Why the Future of Business Is Selling Less of More, New York:: Hachette Books;.
    [Google Scholar]
  2. Broughton Micova, Sally. ( 2019;), ‘ Case study research. ’, in S. Broughton Micova. (ed.), The Palgrave Handbook of Methods for Media Policy Research, Cambridge:: Palgrave Macmillan;, pp. 7184.
    [Google Scholar]
  3. Cantner, Uwe, and Pyka, Andreas. ( 2001;), ‘ Classifying technology policy from an evolutionary perspective. ’, Research Policy, 30:5, pp. 75975.
    [Google Scholar]
  4. Donders, Karen,, Loisen, Jan, and Pauwels, Caroline. ( 2014;), ‘ Introduction: European media policy as a complex maze of actors, regulatory instruments and interests. ’, in K. Donders,, J. Loisen, and C. Pauwels. (eds), The Palgrave Handbook of European Media Policy, Basingstoke and New York:: Palgrave Macmillan;, pp. 116.
    [Google Scholar]
  5. Donders, Karen,, Pauwels, Caroline, and Loisen, Jan. (eds) ( 2016), Private Television in Western Europe: Content, Markets, Policies, Heidelberg:: Springer;.
    [Google Scholar]
  6. European Commission ( 2015;), ‘ A digital single market for Europe: Commission sets out 16 initiatives to make it happen. ’, 16 May, https://ec.europa.eu/commission/presscorner/detail/en/IP_15_4919. Accessed 13 November 2018.
  7. European Commission ( 2016;), ‘ European Commission staff working document on the impact of the modernization of EU copyright rules. ’, 14 September, https://ec.europa.eu/digital-single-market/en/news/impact-assessment-modernisation-eu-copyright-rules. Accessed 13 November 2018.
  8. European Commission ( 2018a;), ‘ Digital single market. ’, https://ec.europa.eu/digital-single-market/en. Accessed 12 November 2018.
  9. European Commission ( 2018b;), ‘ Revision of the audiovisual media services directive (AVMSD). ’, 15 December, https://ec.europa.eu/digital-single-market/en/revision-audiovisual-media-services-directive-avmsd. Accessed 19 February 2019.
  10. European Commission ( 2019a;), ‘ Copyright. ’, 20 June, https://ec.europa.eu/digital-single-market/en/policies/copyright. Accessed 2 July 2019.
  11. European Commission ( 2019b;), ‘ Modernisation of the EU copyright rules. ’, 8 July, https://ec.europa.eu/digital-single-market/en/modernisation-eu-copyright-rules. Accessed 10 July 2019.
  12. Freedman, Des. ( 2008), The Politics of Media Policy, Cambridge:: Polity Press;.
    [Google Scholar]
  13. Freitas, Isabell Maria Freitas, and Von Tunzelmann, Nick. ( 2008;), ‘ Mapping public support for innovation: A comparison of policy alignment in the UK and France. ’, Research Policy, 37:9, pp. 144664.
    [Google Scholar]
  14. Garnham, Nicholas. ( 1998;), ‘ Policy. ’, in A. Briggs, and P. Cobley. (eds), The Media: An Introduction, London:: Longman;, pp. 21023.
    [Google Scholar]
  15. Gaskell, Adi. ( 2017;), ‘ How Estonia became the digital leader of Europe. ’, Forbes, 23 June, https://www.forbes.com/sites/adigaskell/2017/06/23/how-estonia-became-the-digital-leaders-of-europe/#586820a4256d. Accessed 12 November 2018.
    [Google Scholar]
  16. Hamelink, Cees, and Nordenstreng, Kaarle. ( 2007;), ‘ Towards democratic media governance. ’, in E. deBens. (ed.), Media between Culture and Commerce, Bristol:: Intellect;, pp. 22540.
    [Google Scholar]
  17. Hogwood, Brian W., and Gunn, Lewis A.. ( 1984), Policy Analysis for the Real World, Oxford:: Oxford University Press;.
    [Google Scholar]
  18. Humphreys, Peter. ( 2009;), ‘ EU audiovisual policy, cultural diversity and the future of public service broadcasting. ’, in J. Harrison, and B. Wessels. (eds), Mediating Europe: New Media, Mass Communications and the European Public Sphere, New York:: Berghan;, pp. 183212.
    [Google Scholar]
  19. Ibrus, Indrek. ( 2016;), ‘ The EU digital single market as a mission impossible: Audio-visual policy conflicts for Estonia. ’, International Journal of Digital Television, 7:1, pp. 2338.
    [Google Scholar]
  20. Ibrus, Indrek, and Rohn, Ulrike. ( 2016;), ‘ Sharing killed the AVMSD star: The impossibility of European audiovisual media regulation in the era of the sharing economy. ’, Internet Policy Review, 5:2, pp. 116.
    [Google Scholar]
  21. Iosifidis, Petros. ( 2011), Global Media and Communication Policy, Basingstoke:: Palgrave;.
    [Google Scholar]
  22. Iosifidis, Petros, and Wheeler, Mark. ( 2016), Public Spheres and Mediated Social Networks in the Western Context and Beyond, London:: Palgrave;.
    [Google Scholar]
  23. Jõesaar, Andres. ( 2015;), ‘ One country, two polarised audiences: Estonia and the deficiency of the audiovisual media service directive. ’, Media and Communication, 3:4, pp. 4551.
    [Google Scholar]
  24. Kantar Emor ( 2019;), ‘ Teleauditoorium ülevaade jaanuarikuus 2019. ’, 12 January, https://www.kantaremor.ee/pressiteated/teleauditooriumi-ulevaade-jaanuarikuus-2019. Accessed 1 February 2019.
  25. Kingdon, John W.. ( 1984), Agendas, Alternatives and Public Policies, New York:: Harper Collins Press;.
    [Google Scholar]
  26. Krippendorf, Klaus. ( 2004), Content Analysis – An Introduction to Its Methodology, London:: Sage Publications;.
    [Google Scholar]
  27. KUL ( 2016;), ‘ Audiovisual field. ’, Kultuurministerium (Republic of Estonia Ministry of Culture), 3 February, https://www.kul.ee/en/activities/audiovisual-field. Accessed 10 September 2019.
    [Google Scholar]
  28. Lowe, Gregory Ferrell,, Berg, Christian Edelvold, and Nissen, Christian S.. ( 2011;), ‘ Size matters for TV broadcasting policy. ’, in G. F. Lowe, and C. S. Nissen. (eds), Small among Giants: Television Broadcasting in Smaller Countries, Gothenburg:: Nordicom;, pp. 2142.
    [Google Scholar]
  29. Michalis, Maria. ( 2016;), ‘ Global communications and national policies: The view from the EU. ’, in T. Flew,, P. Iosifidis, and J. Steemers. (eds), Global Media and National Policies. The Return of the State, London:: Palgrave;, pp. 12238.
    [Google Scholar]
  30. Newbigin, John. ( 2014;), ‘ Will small nations be winners of the twenty-first century?. ’, in H. Jones. (ed.), The Media in Europe’s Small Nations, Newcastle upon Tyne:: Cambridge Scholars;, pp. 1930.
    [Google Scholar]
  31. Nowak, Eva. ( 2014;), ‘ Between economic objectives and public remit: Positive and negative integration in European media policy. ’, in K. Donders,, C. Pauwels, and J. Loisen. (eds), The Palgrave Handbook of European Media Policy, Basingstoke and New York:: Palgrave;, pp. 96112.
    [Google Scholar]
  32. O’Brien, Rebecca. ( 2016;), ‘ Why the EU’s plans for a single market in film need to be opposed. ’, The Guardian, 6 June, https://www.theguardian.com/film/filmblog/2016/jun/06/eus-plan-single-market-film-european-union-commission-ken-loach-i-daniel-blake. Accessed 12 November 2018.
    [Google Scholar]
  33. Oxera ( 2016), Report: The Impact of Cross-Border Access to Audiovisual Content on EU Consumers, Oxford:: Oxera Consulting and Oliver & Ohlbaum;.
    [Google Scholar]
  34. Pauwels, Caroline. ( 2014;), ‘ Genesis and rationales for European intervention in media. ’, in K. Donders,, C. Pauwels, and J. Loisen. (eds), The Palgrave Handbook of European Media Policy, London:: Palgrave;, pp. 11327.
    [Google Scholar]
  35. Puppis, Manuel. ( 2009;), ‘ Introduction: Media regulation in small states. ’, The International Communication Gazette, 71:1&2, pp. 7787.
    [Google Scholar]
  36. Raats, Tim,, Evens, Tom, and Pauwels, Caroline. ( 2015;), ‘ Towards sustainable financing models for television production? Challenges for audiovisual policy support in small media markets. ’, paper presented at the European Communications Policy Research Conference, Brussels, 23–24 March.
    [Google Scholar]
  37. Raats, Tim,, Evens, Tom, and Ruelens, Sanne. ( 2016;), ‘ Challenges for sustaining local audio-visual ecosystems: Analysis of financing and production of domestic TV fiction in small media markets. ’, The Journal of Popular Television, 4:1, pp. 12947.
    [Google Scholar]
  38. Statistics Estonia ( 2017;), ‘ Minifacts about Estonia. ’, Statistics Estonia, 30 June, https://www.stat.ee/publication-2017_minifacts-about-estonia-2017. Accessed 3 February 2019.
    [Google Scholar]
  39. Swanborn, Peter. ( 2010), Case Study Research: What, Why and How?, London:: Sage;.
    [Google Scholar]
  40. Tiikmaa, Helle. ( 2016;), ‘ Estonia’s third channel struggles to connect with Russian speakers. ’, Index on Censorship, 4 January, https://www.indexoncensorship.org/2016/01/estonias-third-channel-struggles-to-connect-with-russian-speakers. Accessed 13 November 2018.
    [Google Scholar]
  41. Trappel, Josef. ( 2014;), ‘ Small states and European media policy. ’, in K. Donders,, C. Pauwels, and J. Loisen. (eds), The Palgrave Handbook of European Media Policy, Brussels:: Palgrave MacMillan;, pp. 23953.
    [Google Scholar]
  42. Van Cuilenburg, Jan, and McQuail, Dennis. ( 2003;), ‘ Media policy paradigm shifts: Towards a new communications policy paradigm. ’, European Journal of Communication, 18:2, pp. 181207.
    [Google Scholar]
  43. Van den Bulck, Hilde. ( 2012;), ‘ Towards a media policy process analysis model and its methodological implications. ’, in M. Puppis, and N. Just. (eds), Trends in Communication Policy Research: New Theories, Methods and Subjects, Bristol:: Intellect;, pp. 21732.
    [Google Scholar]
  44. Van den Bulck, Hilde, and Donders, Karen. ( 2014;), ‘ Analysing European media policy: Stakeholders and advocacy coalitions. ’, in K. Donders,, C. Pauwels, and J. Loisen. (eds), The Palgrave Handbook of European Media Policy, Basingstoke and New York:: Palgrave;, pp. 1935.
    [Google Scholar]
  45. Van den Bulck, Hilde,, d’Haenens, Leen, and Raats, Tim. ( 2018;), ‘ Public service media in Western Europe today: Ten countries compared. ’, in L. d’Haenens,, J. Trappel, and H. Sousa. (eds), Comparative Media Policy, Regulation and Governance in Europe: Unpacking the Policy Cycle, Bristol:: Intellect Books;, pp. 93116.
    [Google Scholar]
  46. Weiss, Linda. ( 2010;), ‘ The state in the economy: Neoliberal or neoactivist?. ’, in G. Morgan,, J. L. Campbell,, C. Crouch,, O. K. Pedersen, and R. Whiley. (eds), The Oxford Handbook of Comparative Institutional Analysis, Oxford:: Oxford University Press;, pp. 183209.
    [Google Scholar]
  47. Yin, Robert K.. ( 2017), Case Study Research and Applications: Design and Methods, London:: Sage;.
    [Google Scholar]
  48. Rohn, Ulrike, and Loeser, Henry. ( 2020;), ‘ Policy alignment in the European audio-visual sector: A small-market perspective from Estonia. ’, Journal of Digital Media & Policy, 11:1, pp. 728, doi: https://doi.org/10.1386/jdmp_00009_1
    [Google Scholar]
/content/journals/10.1386/jdmp_00009_1
Loading
/content/journals/10.1386/jdmp_00009_1
Loading

Data & Media loading...

This is a required field
Please enter a valid email address
Approval was a success
Invalid data
An error occurred
Approval was partially successful, following selected items could not be processed due to error