Audience theoryanddebates
- 1. PR2: Audience Theory and Debates ‘Fight Club’ is a 1999 film directed by David Flinch based on the novel of the same name- it stars both Brad Pitt and Edward Norton. It follows the story of an everyday man as he struggles to fit in with society, feeling detached from everything around him. We’re presented with the idea that we live within a world where men are losing their sense of masculinity; being a man means nothing more than living a consumerist life. The film depicts their anger at the medias feminisation of men and the loss of their true identity and traditional male characteristics and symbols. Our narrator comes to form a fight club with Tyler Durden in order to rediscover themselves and their true values. The producers of ‘Fight Club’ originally requested from the BBFC that the film be classified as an 18, however after much debate the classification was denied due to its subject matter. They came to the decision that in order for the film to air, cuts of around 7 seconds needed to be made in two scenes. Having watched the film even after the cuts were made, it’s of no surprise as to why the request was denied. I’ll be talking about why I believe the classification was rejected, before moving on as to why the BBFC actually denied the request. Violence plays a major part within the movie; it’s almost presented as a celebratory factor in order for them to regain their masculinity. They’ve gone against the law and given themselves the license to fight and commit crime without facing any consequences. To me this acts as a promotion of brutality; the film appears to be making it seem commendable, therefore signifying to audiences that it’s ok. One of the acts of violence we see within the film which is also the basis for the entire movie is bare-knuckle fighting; it could have the ability to both encourage and persuade audiences to participate in it whether it’s between friends, or worse, with strangers. There is a potential for it to increase crime rates whilst also negatively advertising the use of fighting as an anger outlet. The movie was released just shortly after the Columbine High School Massacre meaning there was also fear-as there still is now- that it would increase copycat behaviour. Although not obviously apparent at the beginning of movie, terrorism is actually quite a central theme within the movie; our protagonist and the rest of project mayhem/fight club are blaming the corporations for their consumerist lives and leaving them identity-less. These themes alone has the ability to encourage audiences to take on or further develop upon this view; at one point within the film we’re even shown how to produce a soap bomb. Whilst this may appear harmless, there’ still the possibility of small terrorist groups or even individuals creating them, therefore causing harm. There’s a certain sense of rebellion within fight club which can be based on to the audience. Suicide and depression at one point or another is an underlying cause within Fight Club; I very much so believe that the issue has been glamorised. Although it is a very sensitive issue, it wasn’t dealt with tactfully within the movie; you could argue that it’s spurring someone who’s vulnerable into committing the act. It’s promoting the idea that suicide isn’t a big issue and that if all goes’ to fail you’ll just pick up and move on. The first thing that became apparent to the BBFC was the films ‘strong, and sometimes bloody, violence.’ The film caused a lot of controversy and was therefore watched by everyone within the BBFC including the director. Fight Club initially provoked a lot of opinions, the majority of examiners
- 2. found the film both ‘stylish and challenging’ and believed that it was suitable for viewing by an 18 year old, however there were concerns that it did not meet the BBFC guidelines due to the glamorisation of violence. Although the film did not condone fighting- as is made clear from the conclusion of the narrative- it was decided that two the ending of two scenes need to be cut in which they promote sadistic pleasure. A theory dating back to the 1920’s known as the Hypodermic Needle Model can easily be applied to the movie in order to get an understanding of the worries that were faced by both the BBFC before the film was cut and aired and by the general public after its release. The Hypodermic Needle Model aims to explain how we as an audience react to mass media. The theory states that the messages perceived within media have the ability to influence audiences when passively consumed, therefore causing a behavioural change and encouraging them to act upon it. What we have to remember is that this theory was developed in era when the government had just discovered the power of propaganda and its way of swaying people’s opinions- this is the same principle the theory follows. The theory aims to provide reasoning behind people’s action after viewing a piece of media by placing responsibility on the messages consumed within the text. An example of the theory can be found within the following quote. Upon the release of the film Alexander Walker- a veteran critic for the London evening standard-took a very right winged view on the movie. He stated that the film was "a toxic experience ... an inadmissible assault on personal decency ... and on society itself. It resurrects the Führer principle. It promotes pain and suffering as the virtues of the strongest. It tramples every democratic decency underfoot.” Due to his already existent political views, it affected the way he perceived the film- he had a strong belief that if you were to watch the movie you would act upon what you had seen since it was a promotion of everything negative within the world. Alexander Walker believed that the film was promoting the same principles as Nazism and therefore inflicting fascism and going against everything we have been trying to work against. Sometimes people seek out a piece of media as a way of satisfying a specific need; this is known as the uses and gratification theory. Bulmer and Katz stated that individuals may choose a piece of media for the following reasons: Diversion: to escape from everyday problems/real time Personal Relationship: using media text for emotional or other interaction Personal Identity: finding yourself reflected in texts/ learning behavioural values Surveillance: information which could be useful for living In 2005 under the new BBFC guidelines an uncut version of fight club become available; ‘The new BBFC Guidelines established the principle that adults should be free to choose their own entertainment, within the law, and it was considered that there was nothing in Fight Club that was in breach of UK law, or felt to be harmful.’
- 3. This statement fits in perfectly with the theory; when seeking out a piece of media text we’re doing it in order to satisfy a need. At the age of 18 you’re considered to be an adult, therefore you should have the ability to pick and choose what you believe to be suitable and know what your own needs are. You should know what you believe to be harmful and should have the capability to make your own decisions without anyone telling you. This is now possible for anyone over 18 who wishes to watch an uncut version of fight club. Due to the circumstances, I did not actively seek out to watch fight club, therefore it was not used as a diversion; I wasn’t purposely searching for a way out of my everyday life. Although I did not use the text to gain a personal relationship in order to build a companionship or feel a part of a group I can understand why some people may do so. I personally believe that certain aspects of the film are a lot more relatable to males, therefore a personal relationship is more easily formed between men who in some way feel the way our protagonist does- maybe they feel lost within their own life for some reason and the film gives them the reassurance that there are others who feel the same way. Fight club allowed me to discover my own personal identity and values; having watched the film I now know that I’m against everything the film promotes and presents. Although I agree with some aspects of the loss of the male culture, I completely disagree with the methods used. However that’s not to say I didn’t enjoy the movie; I know right from wrong so therefore know that everything I saw within the film is simply a form of entertainment. I personally believe the hypodermic needle model can only be applied if the individual has an underlying problem- someone doesn’t act out simply because of something they saw within a film. Diversion: engaging narrative plot, relation to actors, getting away from your own troubles. Personal Relationship: men within film are re-discovering there identity- we can relate to this, in that as teens we’re still trying to find our own identity. Personal Identity: finding our own place within the world, discovering yourself. Surveillance: wanting to be Tyler Durden- even after 15 years, people find a way of modernising the character. Juno (2007) Juno is a 2007 Canadian-American comedy directed by Jason Reitman; it stars both Ellen Page and Michael Cera as lead characters. The film follows the story of 16 year old Juno as she faces the consequences of an unplanned pregnancy and the pressures that come with it whilst also trying to maintain normality within her own life. Typically the media conveys teenage pregnancy as thoughtless behaviour on the mother’s part and is both judgemental and sometimes disapproving of the topic; conventional depictions show the mothers as lazy, unambitious teens whose lives are heading for disaster. However the writers of Juno took a different direction; our protagonist takes a very atypical approach to the pregnancy and
- 4. does not see it as an outright disaster, it’s merely an obstacle within her life. The movie challenges the conventional representations of teenage pregnancy that we’ve become accustomed too. British sociologist Stuart Hall advocated the reception theory; he believes that how we react to a movie is dependent on our age, ethnicity, gender and social class. The theory allows for an understanding of media texts, which in turn leads to an understanding of how audiences perceive the text. An important factor to remember is that when a piece of media is created there is no deep-rooted meaning; meaning is created by the audience themselves. According to Stuart Hall the Textual factors help define an audiences response whilst contextual factors shape each of our responses individually; rather than focusing on the film alone, we’re aware of other elements such as our preconceived notions, political beliefs, social and historical past, our own identities and the circumstances in which we’re watching the film. Whilst the reception theory is a really important element, the contextual factors are what really shape us. If you were to make two teens of the same age but opposite social class watch the film, however one pregnant and the other not there responses to the film would be somewhat different; this is because they have completely different preconceived notions and identities- they’re relating to Juno in completely unalike manners because of their personal circumstances. This applies to all contextual components. A teenage male on other hand would have a completely different view on the text because of both his age- reception theory- and the contextual factors surrounding him. This applies to everyone whether you’re a teen, pensioner, adult, black or white, right winged, left winged, pregnant or not. Once all the factors have been taken into account, theorists can then determine whether viewers have a preferred, negotiated or oppositional reading of the text. When having a preferred reading you’re able to meet the producer’s intentions- you can engage at the same level. A negotiated reading means you can agree with some of the representations and themes but not all. Whilst an oppositional reading means you disagree with all elements and representations within the movie. For example the pregnant teen will most like have a preferred reading simply because she is of the same age and has a preconceived notion of teenage motherhood meaning she can relate to the movie and engage with the producers intentions. However a female teen born within a high class society may have an oppositional reading simply because she was raised to believe that it’s politically incorrect- this taking both the reception theory and contextual factors into account. The producers of Juno originally requested that the film be granted a PG rating, however due to the ‘strong language, moderate sex references and brief sight of a gory scene’ the classification was denied. When examiners at the BBFC were viewing the film it was important for them to discuss the tone of the movie, its likely appeal to audiences, and the way in which the producers of the movie approached the theme of teenage pregnancy in order for them to give it a fair and accurate rating. The use of strong language within Juno was considered to be ‘infrequent’ and although it was neither offensive nor directed at anyone personally it is not permitted within a PG film; therefore producers would either have had to edit it out or allow for a higher rating.
- 5. Mild and moderate comical sexual references are used frequently throughout the film- we see Juno and her friends referring to ‘boners’ and ‘condoms’ throughout the most part of the movie. Although the BBFC agreed that in no sense was the film educational it was decided that the sexual references were not derogatory; they felt that it reflected what most teenage adolescents were already familiar with. However sexual references are not allowed within PG movies, so this also affected the rise in classification. During one scene we see a sexual action being implied and although this is not authorised within a PG, is was decided that it was modest enough to be allowed within its finalised rating since it coincided with the BBFC’s guidelines. The BBFC stated that ‘Juno has an exuberant and ironic tone, and is both playfully and tender in its mature theme’ therefore it was granted a 12A. After having made this decision, the BBFC received criticism in that the film may be promoting teenage pregnancy- something which the media is usually censorious of- however they stuck by there decision stating that it presented the themes fairly and realistically without sugar-coating or frowning upon the matter. Having watched the film I believe to have taken a negotiated reading; this is based on elements of my life that have affected my response. The film is a fair and somewhat positive depiction of teenage pregnancy and unlike most movies it challenges conventional methods and puts a new lease of light on to the matter in a mature and sensitive way. Although I’m not able to relate to the consequences of Juno’s actions, due to the similarity in age and particularly my gender I’m able to associate with both the topic and protagonist; pregnancy is a worry that stereotypically most teens are faced with, therefore I’m able to meet the producers intentions. Having been brought up with the preconception that pregnancy at a young age can be a damaging factor on your life I’d never thought about the other options that are out there for mothers- such as adoption- therefore this has given the theme of the movie a somewhat better and deeper understanding for me. I agree with the positive elements of pregnancy the movie is promoting-such as providing another family with a child. However this preconception of teenage pregnancy that I’ve become accustomed too has also taught me that parents are often very disapproving of there daughter or son if the incident is too occur, therefore I disagree with Juno’s representation of the parents reaction. Personally I believed it to be non-realistic and slightly comical, consequently giving this particular issue an impractical viewpoint. Living within a society were teenage pregnancy is the norm and quite often accepted rather than seen as politically incorrect greatly impacted my response to the film; it wasn’t something I viewed to be shocking or abnormal having seen it happen with in my own school, therefore I was able to identify with Juno’s circumstances and the issues she faced during her everyday life both in her relationship and at high school. After having watched the film, I surveyed a small number of people who had recently watched the film in order to find out what sort of reading they gained and whether they agreed with the films classification. The following questions were asked: How old are? Are you male or female?
- 6. Did you enjoy the movie Juno? Do you agree with the 12A rating given to Juno? Do you have a preferred, negotiated or oppositional reading to the film? Is the film a fair depiction of teenage pregnancy? Everyone I surveyed were students within the same class, therefore the age range was only between 17-18; this immediately told me that the result would be somewhat similar if not exactly the same as my own response to the movie. We all share the same social background which indicates we have the same political views on the theme of the movie. From the results I gathered, people both enjoyed the movie and agreed with the 12A rating- they stated that whilst not all elements may have been suitable for a PG classification it was mild enough to be watched by people of a young age, the aspects of the movie spoken about where things that most young teens are already familiar with in this day and age. The reading of the movie was split 50/50 between both negotiated and preferred; those who had chosen negotiated simple selected it because they did not agree with the ‘relationship’ that was being built between the protagonist and adoptive father and due to the parents response to the pregnancy. They did not view it to be believable and felt that it was taken a little too light-hearted. All other aspects of the movie were agreed upon; I believe this to be because we’ve all grown up within an area were teenage pregnancy isn’t a rare occurrence, therefore there’s the ability to have a certain sense of regard for the protagonist.