Abstract
Antipiracy campaigns have traditionally centred on the illegality of film piracy and copyright infringement, framing piracy within a discourse of crime and criminality. However, as film piracy has retreated from hard copy piracy to online downloading and file sharing, these traditional discourses and framing of piracy have become increasingly redundant. This article examines the work of The Industry Trust responsible for antipiracy campaigns in the United Kingdom, since 2003, and how they have changed the discourse of piracy, reframing the pirate as antisocial miscreant rather than criminal. The article also examines the Trust’s antipiracy campaigns that attempt to make legitimate film texts increasingly more real and add value to counter the effects of the increasingly ephemeral online film download.
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