Ruth McElroy


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Ruth McElroy is Professor of Creative Industries and Faculty Head of Research. She is co-director with Professor Lisa Lewis of the Centre for the Study of Media and Culture in Small Nations

In public life, Ruth McElroy is Chair of Ffilm Cymru Wales She is a member of Ofcom’s Advisory Committee Wales. She helps inform media policy through her membership of the Institute of Welsh Affair’s Media Policy Group

Research Projects

AHRC Project Co-Director ‘Clwstwr Creadigol’ (2018-2023) Funded by AHRC and Welsh Government, Clwstwr is a five-year R&D programme for innovation in screen and news in the Cardiff City Region. It is one of 9 UK clusters funded through the AHRC’s creative economy programme. Clwstwr is a collaboration between USW, Cardiff Metropolitan University and Cardiff University working in partnership with the screen industry and others to create new products, services and experiences.

AHRC (2018-2020) Audience of the Future The Audience of the Future project aims to develop digital storytelling using contemporary technology. ​As part of the Audience of the Future Challenge (funded by the Industrial Strategy Challenge Fund), we are working with a consortium of commercial practitioners dubbed Fictioneers.  Using Aardman's popular Wallace & Gromit IP, the consortium draw upon ourr combined skills in games production, animation, creative marketing and technology development to create a new and playful location-based experience.  This enhanced mobile experience aims to engage new audiences and provide innovative ways for long term fans to interact with a media favourite.

AHRC Project (2018-2021) Co-Investigator ‘Screen Agencies as Cultural Intermediaries: Negotiating and Shaping Cultural Policy for the Film and TV Industries within Small Nations’. This is a two-year project with Principal Investigator, Dr Caitriona Noonan (Cardiff University) that examines the strategies for economic and cultural sustainability adopted by publicly funded screen agencies.

AHRC Network (2015-2016) ‘Television in Small Nations’ As Principal Investigator, I worked closely with academic and industry partners in Denmark, Ireland, Switzerland and Wales to bring together scholars, policy makers,TV producers and broadcasters to examine some of the main challenges and strategies in the contemporary TV production ecology of small nations, principally in Western Europe.


I began my academic career undertaking a PhD and teaching as a graduate assistant at Lancaster University in the Institute for Women’s Studies. Since then I have held academic posts at five UK universities and acted as an external examiner at several others. I have been centrally involved in leading both RAE 2008 and REF 2014 submissions, and have had the privilege of leading several undergraduate and postgraduate degrees. I have examined doctoral candidates in both English and Welsh, and have supervised research degree students to completion who have gone on to develop their own academic careers.


Alongside my research leadership roles, I supervise postgraduate research students and teach on the following modules:

• Contemporary Popular Television
• Consumer Culture
• Media and Culture in Wales
• Media Audiences and Fandom
• Television Drama

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 9 - Industry, Innovation, and Infrastructure


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