The analysis is based on a combination of qualitative research methods such as, discourse analysis, content analysis, visual analysis and semiotics. To this end, a collection of Greek and foreign journalistic and scientific texts, as well as, a study of marketing media practices for selected films published between January 2009 and September 2016, has been collated and examined. Is it, indeed, a New Wave in contemporary Greek cinema? Which factors contributed to/or favored its emergence? How did the critical and scientific discourse affect the cultural evaluation and the legitimization of this new wave in the art world? In what way did certain marketing practices and strategies contribute to its development and promotion? The New Wave or “Greek Weird Wave” (as it was originally named by the Press), despite emanating from a period of domestic economic and social hardship, managed, not only to attract attention beyond Greece and become critically acclaimed at international festivals, but also to catch the eye of the media, researchers and cultural managers globally. This book is about the birth of a new, dynamic and innovative cultural phenomenon - associated with a generation of talented Greek filmmakers and independent film producers - and the conditions that fostered its emergence in 2009. Through gestures of independence and emancipation from established practices, institutions and ideologies. Finally, it illustrates how each one of these factors found a response in Greek film culture Result of a combination of factors: the rapid growth and prosperity of the Greek commercial audio-visual industry, the enduring financial poverty and institutional failure of the Greek film sector, new forms of cinephilia, developments in communication and image recording practices derivingįrom new technologies, generational conflict and societal crisis, as well as growing tensions in the Greek public domain between constitutional authority and new modes of articulating public discourse. It explores the driving forces behind the trend, discusses its major characteristics and argues that it is the
It shifts the focus to the wider cultural, institutional, technological,įinancial and sociopolitical context and examines this new film trend as one aspect of the much broader changes taking place in the Greek audio-visual sector throughout the 2000s.
This article contextualizes recent developments in Greek cinema, namely the rise of a new generation of film-makers who rejuvenated film-making in Greece and attracted widespread international and domestic attention.
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