(Text summarized from a Final Degree Project in Audiovisual Communication of the MU)
Digitalization has also revolutionized the audiovisual field and with it new behaviors and relationships in society with respect to the audiovisual. In the global audiovisual field, but especially in the immediate one, it has led to significant changes in terms of production and dissemination of content. The multiplication and globalization of content has equated audiovisual productions in small and large languages, a panorama in which minority languages such as Basque do not have an easy trajectory.
In this sense, according to Amezaga (2020), the audiovisuals of the Basque Country have also undergone significant changes due to this phenomenon. In recent years, great efforts have been made to maintain the consumption of traditional audiovisual content, but new ways of distributing and consuming audiovisual content online have also emerged strongly. In this regard, Iriondo (2023) points out that, in a context of unprecedented audiovisual consumption, the situation of the Basque language is worrying. He points out that although Basque productions have increased considerably in the last fifteen years, they are not enough for the current demand of the public. In fact, Iriondo (2023) is clear that it is very difficult to satisfy the current audiovisual demand with products created in Basque, emphasizing the need for a robust sector of dubbing and subtitling to facilitate this.
However, in the face of the transformation that digitalization and content globalization have brought, it is difficult for Basque to have a place in the open sea dominated by hegemonic languages. Alta, experts warn that a country without its own audiovisual production will not be able to build its future or preserve its identity. Quality content will ensure that the audience, in the future, consumes information and entertainment (Nortagirre, 2024).
Therefore, it is of great importance to investigate the impact of audiovisual consumption in the Basque language among Basque youth, who play a vital role in the daily life of young people. Groups of teenagers look for referents in the media and make their speeches to feel identified (Pavon, 2014). In one way or another, audiovisuals influence the linguistic behavior, since it is from it that they receive the linguistic behaviors. Screens, therefore, have a strong influence on the socialization of the adolescent, an influence that is neither linear nor unique in nature; the influences are complex, varied and often contradictory. Research into the consumption practices of today’s young people is therefore essential in order to adapt the market to current trends and respond effectively to the future.
Several interviews with young people between the ages of 18 and 26 have been brought to this article to learn about the importance of the consumption of audiovisual content in Basque for Basque youth, as well as their appreciation of Basque content. Group discussions have been divided into age groups; in total, 6 group discussions have been organized: An 18-year-old, a 19-year-old, a 20-year-old, a 22-year-old, a 24-year-old and a 26-year-old. All group discussions took place in March 2024.
To ensure the privacy and anonymity of the participants in the discussions, the real names of the participants have not been used. Instead, replaced names have been invented: All the names of the participants in the 18-year-old group start with the letter “A” (Ane, Dream,Aitziber...), Discussion group of 19 with letter ‘B’, 20 years with letter ‘D’, 22 years with letter ‘E’, 24 with letter ‘G’ and 26 years with letter ‘I’.
The discussion has been divided into two main blocks: in the first section the issue of language choice has been addressed and it has been sought to know to what extent, for young people, it is important that the content is in Basque. In the second section they discussed the content and the offer in Basque to know what they think of the audiovisual offer in Basque.
1. Research results: how young people value the offer and content in Basque
To know how young people between the ages of 18 and 26 value the offer and content of audiovisuals in Basque, the topic has been approached from different vertices. In addition to asking how they define the current content in Basque, they have compared their childhood experience with the current one.
In all the group discussions, it has been mentioned that Basque content was more accessible and abundant in their childhood. During their childhood, they regularly consumed cartoons, series and other content in Basque. These were an important part of their daily entertainment. Television programs for children and young people, such as cartoons and films directed at children, were consumed in Basque, such as Go!azen, Doraemon, One Piece, Espionios Vital, Shin Chan, Código Lyoko or Triplucios.
In describing their current relationship with Basque content, many young people have referred to the low quality of Basque content, often referring to its obsolescence or monotony. They are more accustomed to seeing content in Spanish or English, they mention that they find content fresher and more attractive. Young people have pointed out that when selecting audiovisuals, they are not affected by language, and they believe that the quality of the content is more important than the language.
A few people who add value to their content in Basque have participated in the debates, actively looking for audiovisual content in Basque, but still recognize a lower quality of content in general.
In the words of the students of the Second Baccalaureate, they would love to see if the content in Basque had a good quality but since this is not the case, they choose Spanish or another language before Basque.
Ane: I prefer to watch a good movie. In addition to the quality, I see that the cochka is in the options. The other day I went to Netflix and found only one film in Basque (Flores), all the others were in Spanish.
Amets: If there is a good movie, I can see it. But, much better if it"s in the corner, I choose the one in the corner.
More places to stay in Avignon: I think that language has nothing to do with quality. I mean, I look at the first quality, language is not a factor in choosing what to see. They don"t go together.
The 19-year-olds define the Basque audiovisual as artificial. Bidane says that the content of childbirth is made much better. Blanca and Bittor point out that they do not give much importance to the choice of language, but they do give importance to the quality of the content:
Blanca: Basque does not matter in my choice, I give importance to the content. Being in English doesn’t encourage me.
Bea: In my case, yes. If what is offered is in Basque, I prioritize this option. I realize that I am trying to get a balance in my searches, and I have that awareness. When in some areas my consumption is exclusively focused on the Spanish language, I am aware that the Basque language must also have its place.
Bittor: I don’t choose by language. I focus on the product.
Bidane: When I’m eating Erdaraz, I realize at the moment that I should receive something in Basque.
Bea: “There is no quality. The mainstream will allow you to comment and you will feel more integrated into society.”
Young people in their 20s think that the audiovisuals in Basque are of poor quality and that is why they are not seen, even if they are in Basque. Deñe is aware that quality productions are made in Basque: “It has already been shown that there is a high level of quality with the productions made here. For example, with films like Gran, Irati or Errementari.” Others in the group give low-quality audiovisuals an opportunity to support and promote content in Basque.
Danel: I don"t care, if it"s bad quality I don"t see it directly. It"s not because of the language, I look at the content.
Deñe: If it has a bad quality when I"m seeing something about Erda, I take it off. But in the case of the Basque language I give it a chance even if it has a low quality.
Dominica: Even if I have a bad quality, I give it a chance just by being in Basque.
The discussion group of 22 years has a common opinion on the quality of audiovisual in Basque, but not on the added value of being in Basque. When compared to other languages, they say that Basque content is of lower quality, they say that the content is “cutrea” or “infantile”. This age range therefore makes foreign content more attractive; Edurne explains well the reason for this: “International productions have a higher budget, which raises the quality.” Edurne favors the choice of Spanish or English, but in contrast to it, Eneko gives importance to being in Basque.
In the group discussion of 24-year-olds, it has been mentioned that external productions have a higher quality and link the content in Basque with a low quality:
More places to stay in Mal: The difference is noticeable in the old series. It"s a matter of budget. At the Basque Country level, there is not as much investment as abroad, and this can be seen in the quality.
Garazi: The most obvious is in the visual contents. Quality prevails in outdoor films and not here. I don"t notice so much difference from the actors.
Goizane: I think the biggest difference is in science fiction. In Basque productions I have not seen the visual effects that I have seen in international productions.
However, not everyone shares these views so far. The members of the 26-year-old group debate have stated that the content in Basque is of good quality, they do not worry about being of low quality. They like content in Basque. Ibai explains well that the people around him understand audiovisual content in Basque as high quality content: “When I talk about Basque content in the grid, we perceive them in a high level of quality.” As for the importance they attach to language, there are conflicting opinions: some do not attach great importance to the choice of language and others do. Iker and Igor point out that they do not pay attention to the language and that they pay attention to its content. On the other hand, Ibaia and Irantzu prefer to see in Basque:
Ibai: For me, it makes me feel more comfortable when I use it.
Irantzu: I wonder if it is in Basque or not, but if there is no Basque option, I see it exactly the same.
Igor: It doesn"t condition me.
Iker: I usually see it in the original language.
According to their age, therefore, young people have valued the quality of the audiovisual in Basque differently and have different opinions on the subject, i.e. whether or not the language is an additional motivation in the selection of content.
When the topic of dubbing and subtitling has come up, many groups think that dubbing can be unnatural or forced. The duplication makes the voices always equal and heavy. For example, in the 22-year-old group, Ekain and Eider explain that duplication causes a loss of emotion and that the original language provides credibility. In addition, Danel and Denis point out that duplications in Basque cause discomfort in them.
Some groups prefer to view content in the original language because duplicates can be unnatural and forced. For example, in the 24-year-old group, Gorka and Gari have mentioned the lack of quality and credibility of the duplication.
Some groups think that using subtitles provides a more realistic experience and avoids unnatural duplication. In the 18-year-old group, most prefer subtitles in other languages. For example, in the 18-year-old group, Aitor says he would choose Erdara because the Basque subtitles are poorly translated. Therefore, they do not select subtitles in Basque because they attribute to them the existence of grammatical errors.
2. Unable to know where to search for content in Basque
The idea that has prevailed in all the focus group or group discussions has been that it is difficult to find content in Basque. Tik-Tok and YouTube have highlighted their use, where they are more likely to find content in Basque, but they mention that they find little content in Basque on Netflix and other streaming platforms. According to Aitziber: “There’s nothing on Netflix right now. Eider says: “It’s not easy and there’s not a lot of content on the big platforms.” They say that it is difficult to find content in Basque on platforms and that this makes consumption difficult.
In terms of platforms, EITB A La Carte is the main reference for young people, but many believe that their offers are outdated. Mal says: “The content you find on EITB Nahuatl is not current, the majority are obsolete series.” Now the Great platform has appeared, some participants have adopted the new platform as a new option. Gari explains: “Before, if I wanted to see something in Basque I didn’t know where to go, now I would go to the platform Perfecta.” However, many have not heard of this new platform and do not know it.
The young people of the group of 24 and 26 years old use different platforms to find content in Basque. Among them, YouTube, Instagram or EITB A la carte. Although they are familiar with these platforms, finding content in Basque in their own words is not very easy. Irantzu says: “There’s no such thing as a search engine or a search engine. For example, it is easier to find a video tutorial in Spanish. “I have to search for content. The only thing that comes to me is the content.”
In general, young people from these focus groups say that Basque content exists on social networks, but that there is still a lot of work to be done to have its presence on other streaming platforms. In their words, they are creating new content in Basque, but a lot of work is needed to improve the availability of Basque on the platforms.
In recent years, the consumption habits of Basque content among young people have changed a lot, and social networks have had a great influence on this change. Through social networks, the tendency to consume content in Basque has increased. In the words of the participants in the group discussions, there is a greater tendency to consume content in Basque on social networks than on television, and everyone agrees that social networks are the place to find and consume content in Basque. Ana and Aitor point out that on social networks they find content in Basque from time to time. For example, An finds Tik-Token accounts in Basque, such as Barra a Kale or short videos from podcasts.
However, in all group discussions, there is a lack of dissemination of Basque content. Deñe says that the presence of Basque in social networks has increased and now it is easier to find content in Basque. But Denis points out that viewing social media content in Basque leads to less interaction. However, Beñat tries to train the algorithm so that more content appears in Basque.
Some people say they use English by chance. Iker, for example, praised Instagram memes in Basque, saying that “Instagram memes in Basque are the best”. Despite the increasing presence of Basque content on social networks, young people want more and this shows the need to increase the offer and improve the quality in order for Basque content to have a greater presence.
3. What they would like to see, in Basque
The young participants in the debates demand more innovative and attractive content in Basque, highlighting the need to be more diverse in genres and themes. With age, they say that young people need a wide and high-quality offer, and that the Basque offer is not enough to satisfy their needs and tastes. Young people who have consumed Basque content in their childhood have, with age, reduced this consumption.
The 18-year-olds want a greater diversity of genres in both films and series in Basque, such as horror or superproductions in Basque. Ana and Sueños say they want to see series like Vis a vis and La Casa de Papel in Basque. They say that audiovisuals in Basque are for children; they want naturalness and higher quality. On the other hand, Ametse says that in addition to content related to Basque culture, they want other types of content. Although Basque culture is important, these young people want more diverse content that includes other cultures and stories. Finally, they want more content in Basque on new platforms like Tik-Tok and YouTube.
Ane: Make a Paper House in Basque and make more quantities.
In the dream: A series like Vis a Vis. Films in Basque mostly revolve around Basque culture and perhaps this is no longer so interesting at the Basque Country level. When their films in America are translated into Spanish, they work. You have to do the same with Basque, translate and duplicate it with a naturalness. Use the language spoken on the street and do not have a unified Basque language.
More places to stay in Aitor: In Basque they release many series for children, in the end it is normal, so the children grow up with Basque. But you get to a point where you don’t consume audiovisuals in Basque because they aren’t. You have to start searching for Basque content on your own and it doesn’t come alone. I would love to see a horror movie. It doesn’t have to be a film produced in the Basque Country, it would be enough to translate into Basque the series and films that have been successful. For example, translating a La Casa de Papel into Basque with naturalness.
As for the 19-year-old group, they want quality content. Among them, they are interested in content that addresses the topic of mental health or content that addresses current problems. It has been said that repetitive products must be rejected and we must opt for innovative products.
More places to stay in Beñat: You don"t have to focus on the TV. It is necessary to focus on social networks and platforms.
More places to stay in Bidane: They need to focus on Tik-Tok. They need to talk about mental health, gender, economics, and current issues.
Begoña: Tik-Tok is the way to get to the product, but the product is not created for Tik-Tok.
Bea: I’m tired of everything and I want to see something new.
Bittor: I would see it if a reality show was well done and had a big budget.
Blanca: For example, I think Turn On TV works.
Bea: We have very low expectations and we settle for any content.
Although 20-year-olds consider Basque content to be of quality, they say that there is limited diversity in terms of gender. That’s why they want there to be more genres in the Basque audiovisual. In addition, the focus group also talked about the importance of dialect.
More places to stay in Danel: It is true that there are not many series focused on young people. Winning Art isn"t that bad. The target of this is not young. Something interesting is missing for us, young people.
More places to stay in Denis: La Casa de Papel in Basque, action.
More places to stay in Dominica: The drama genre should also be in Basque. For example, Goenkale was Basque and worked very well among young people.
More places to stay in Deñe: The year 2000 saw the introduction of hika and these series worked very well. Goenkale, Bi and one, Pilotari... when they spoke in Basque they introduced hika and that was a very significant movement or moment, they risked it. In addition, these contents work.
The 22-year-olds believe that the Basque language should be more attractive and original. What you want to see are interesting topics about the history of the Basque Country, such as the bombing of Gernika. It has also been pointed out that it is necessary to promote the improvement of the quality of the contents and the use of different dialects.
More places to stay in Eider: We have a very powerful history in the Basque Country, and many things can be told from there.
In the month of June: The history of the Basque Country has great potential and there are many things to tell.
More places to stay in Eneritz: Different dialects make audiovisuals more realistic.
The 24-year-olds have expressed their desire for humor, parody, mystery and book adaptations. In other words, they want different genres in Basque and that the content has current themes. They want new Basque fiction and their production to be of quality. In addition, they want the superproductions to be duplicated in Basque.
For the wheat: Something about humor, mystery, or murder.
More places to stay in Mal: I also want to see comedy characters.
About Garazi: It"s the fiction. Adaptations of books, adaptations of Basque literature.
In the morning: One of those series that makes you yearn to keep watching.
The 26-year-old group believes that the possibilities of content in Basque are very limited. They would like to see content that has often been successful in other languages in Basque. They want different genres. These young people say that content in Basque is often associated with Basque culture and they want to see genres in other languages in Basque.
Iker: I would love to see a Hollywood movie.
Ibai: In a sense of humor. It used to be done a lot and it worked, but now it doesn’t.
Irantzu: Not all of the material in other languages is in Basque. The English language is very specific, mostly the culture here.
Igor: Do something that exists in Basque. For example, the action.
4. The added value of being in Basque
Although 18-year-olds consume little content in Basque, they have a high level of awareness about the use of audiovisual content in Basque. These young people from this focus group see Basque content as a tool to promote and encourage the use of Basque. They say that content in Basque can have added value and positive contributions. They don’t underestimate Basque content simply by being in Basque, it creates in them the opposite attitude; seeing that there is Basque content makes them proud.
Aitziber: If a series suddenly appeared on Netflix in Basque, it might be very bad, but I would see it. I"d feel a point of pride.
Aitor: Being in Spanish gives me more attention.
Ane: If it"s in Basque, I think of "ostia, a film in Basque", but when it"s in Spanish I don"t stop thinking of "and if it were in Basque..."
The age of 19, leaves the consumption in Basque in the background. But, Beñat, Bittor and Bidan prevail in the cases where they choose the Basque language that they reach more and feel more domestic. On the contrary, Blanca and Bea do not attach any importance to consumption in Basque. This generated controversy among 19-year-olds:
Beñat: If I watch children’s TV shows now, watching them in Basque helps me connect with them. It allows me to connect with my childhood. It"s more domestic, closer.
Blanca: In my daily life I don’t do too much Basque and it helps me to improve my Basque. Apart from that, I don’t have any special support.
Bea: I don"t get anything new, but I feel like I"m contributing. I can’t see or hear because it gives me something. If I decide to consume it in Basque it is because I want to help and encourage it and not because it causes something in me.
Bittor: I get more.
Bidane: I study in Spanish and the use of Basque has decreased significantly in me. That makes it hard for me to express myself. Even though I didn’t bring anything new, it helped me not to forget.
Some participants in the focus group of those who are 20 years old believe that content in Basque has a positive impact on the maintenance and promotion of the language. The use of audiovisuals is important to some. However, they do not see poor quality audiovisuals, but if they have content in Basque, they give them an opportunity to protect the language. Deñe tends to see it in Basque, thus contributing to the development of the language on the platforms. Danel and Dominika say that if they are presented with content in Basque on the platforms, they give it importance and arouse their attention.
In the focus group of 22-year-olds, it is clear that consumption in Basque provides added value but they do not give importance to consumption in Basque. For Eneko and Edurne, this added value is proximity, which makes content in Basque more domestic. Eneko says that: “It makes me feel closer.” Edurne adds: “It makes me feel more at home and more emotional.”
However, in order to stand out, the participants do not see or give importance to this added value and closeness, Eneritz explains about the audiovisuals in Basque: “Sometimes I feel like I’m forced and artificial.”
Being in Basque for the members of the focus group of the 24-year-olds makes several contributions. For example, learning the language and feeling more comfortable. On top of this Goizan leaves us the following statement: “My mother tongue is not Basque, so watching it on TV has helped me learn.” They also talk about language transmission. Garazi emphasizes that consumption in Basque affects children and young people: “Children and young people can make a greater contribution by using Basque”
Audiovisual consumption in Basque has an additional value for young people of 26 years of age. As many people give importance to the choice of language, they are aware that seeing it in Basque makes an additional contribution. Added values mentioned in the focus group:
Ibai: It’s easier and more comfortable to watch.
Irantzu: I think it’s better to listen and convey emotions. I get more.
Igor: It shows you the proximity.
When asked if it is important for them to consume audiovisuals in Basque, 18-year-olds say that consuming them in Basque allows them to learn and practice the language. They believe that consumption in Basque contributes to the normalization of the Basque language, but that the contents are of poor copy or quality. The 19-year-old participants are very aware of their consumption in Basque and they themselves have said that it is necessary to make an effort to consume in Basque. Looking at 20-year-olds, it is clear that consumption in Basque is very important for the promotion and maintenance of the language. Some members of the 22-year-old group are indifferent to consumption in Basque or Basque, but others believe that it is important to consume content in Basque.
About the Gorka: Basque is a mother tongue, that"s what makes you want to see something in Basque. It comes from the inside to see you, but it"s not a responsibility. You understand Basque, you speak and you consume it, that’s it. That"s something we should all do.
Excuse me, it"s not a responsibility. That"s something we should all do. Little by little, all of us can contribute to the dissemination of the Basque language, even if it is not worldwide.
When asked about the tendency to underestimate Basque content, these young people believe that Basque content is considered by society as a “cheap copy” and that this undermines its prestige. High school seniors have said that there is a need to boost the content of Basque and increase its quality. The tendency to underestimate young people is greatly reduced on social media. They say that there has been a change, now society sees them as quality content. The participants believe that audiovisuals in Basque are sometimes underestimated due to duplication. However, some young people say that some people have a bad opinion about content in Basque.
5. A conclusion, a paradox: there is quality above language, but at the same time, the importance of Basque is recognized
Young people value the quality of audiovisuals in Basque differently depending on their age. Younger people (19-22 years old) believe that content in Basque is of poor quality, which encourages them to consume content in other languages. The 24-year-olds think in a similar way, although they have a broader perspective. The 26-year-olds, on the other hand, see good quality in the Basque audiovisual and consume it with pleasure.
In the face of possible consensus or disagreement about the quality of the contents, it is concluded that the quality is above the language in the selection of the contents. Most young people say that they pay attention to the quality of their content and that the language does not have much influence on their choice. Although they like content in Basque, they often choose content in Basque because of the fact that they have a better quality. Dubbing in Basque has been defined as unnatural and they prefer the original version because of the growing trend towards subtitles.
Paradoxically, the young people who have participated in the interviews say that the Basque content promotes the use and promotion of the Basque language and makes them proud and close. In general, young people attribute a positive impact to content in Basque, they consider it important because they contribute to the normalization and prestige of the Basque language.
In his work Salces (2016) described two attitudes towards the audiovisual in Basque. According to him, a certain type of society does not put the accent in Basque, but in its content. In this case, audiovisuals are not consumed because they are Basque, but if you offer a program that you like in Basque, you will try the option. On the other hand, there are those in society who make an active choice in favor of Basque content. The reasons for this may be different: because they want to maintain their connection with the language, support specific projects, consider that the media plays a central role in linguistic standardization, or even live in daily Basque in face-to-face relationships.
In any case, young people who make the choice in terms of quality are also able to add value to the contribution of audiovisuals in Basque to language, but this motivation does not move the majority.
6. Contents in Basque unable to find a place in the context of digitalization
In all the focus groups, the poor dissemination of Basque content is mentioned, emphasizing that the place where they consume and find the most Basque content is the social networks. In recent years, social networks have led to a significant change in the consumption habits of Basque content among young people. It is common to train algorithms and demand more content in Basque, but it is highlighted that the level of interaction is low. In general, despite the increasing presence of Basque content on social networks, young people need a wider offer and better quality in order for Basque content to be more relevant in their consumption habits.
According to the young people interviewed, finding content in Basque is difficult, especially on streaming platforms. Although it is more likely to find content in Basque on social networks such as Tik-Tok and YouTube, the offer on platforms such as Netflix is very scarce. The EITB A la Carte platform seems to them to be obsolete, and they think that the Great platform created now can be a good option, although many do not know it. The young people point out that they need greater ease of finding content in Basque and that there is still a lot of work to improve and incorporate the presence and availability of content in Basque on the platforms. In a time when we have all the audiovisuals of the world available in one click, the visibility and accessibility of content in Basque is, therefore, an important challenge.
This research has received the opinion of young people, but it is not clear what the knowledge of young people is about the subject. When they talk about quality, they don’t specify what quality is, in their eyes. Nor do they clarify how well they know the offer of content in Basque, what they rely on to measure the quality of subtitles, etc. Behind these views, prejudices and lack of information could be detected. But the aim of this research has been to bring the eyes of young people, including prejudices, without beginning to analyze the origin of the prejudices or opinions expressed. In any case, this approach also serves to understand the perception that exists about the audiovisuals in Basque.
Young people say they want more content in Basque; among the terms they have mentioned in the interviews are diversity, innovation, attractiveness and originality. Beyond the subjectivity that can be behind each description, they would like to increase the presence of Basque content on the streaming platforms and social networks that they use in their daily lives, in order to address current issues that are relevant to them. Therefore, it is necessary to take into account that these opinions are those given to the researcher, and that in any direction, other criteria should be taken into account.
BIBLIOGRAPHY:
Assisted by Amabila Albizu, J. (2020). When communication becomes incommunication. One of the following: Journal of sociolinguistics (116).
Information about Nortagirre Torres, U. (2024). The EITB shall: Audiovisual is digital. According to In H. Castro and L. A review of Mimenza (Eds. ), Basque Media Yearbook 2023-2024, (pp. 55-61)
Assisted by Iriondo Azpiri, E. (2023). Current audiovisual production in Basque. Analysis of production, consumption and dissemination, focusing on the qualitative approach. Basque Media Yearbook, pp. 93-104.
By Pavon Arrizabalaga, A. (2014). [Audiovisual consumption of adolescents and group of friends in 2011; case study of Gipuzkoa (Doctoral Thesis, Mondragon Unibertsitatea)].
The company Salces Alcalde, G. (2016). Basques versus the media: qualitative and quantitative analysis of opinions, customs and attitudes (Doctoral Thesis, University of the Basque Country).