Bridging Cultural Capital: Youth-Driven Communication as a Catalyst for Well-Being in Film Festival Participation

Abstract

Film festivals often struggle to engage younger audiences, posing challenges for cultural participation and well-being. This study examines an innovative communication strategy introduced by the Ibero-American Film Festival of Huelva (FCIH), which incorporates young communicators (JCC) to enhance traditional outreach efforts. By employing a qualitative case study approach, including eight semi-structured interviews and an analysis of social media activity, this research investigated how this initiative influences the transmission and acquisition of cultural capital across generations. The findings reveal a substantial growth in social media engagement (12,155%) and increased attendance among younger audiences, highlighting the successful transfer of embodied cultural capital. Grounded in Bourdieu’s theoretical framework, the JCC initiative emerges as a tool for redistributing cultural capital. This strategy not only strengthens the festival’s outreach efforts but also has the potential to transform the cultural landscape of film festivals. The study concludes that involving young voices in the communication of cultural events can effectively democratize cultural capital and bridge generational divides, extending Bourdieu’s insights into the dynamics of contemporary digital culture.