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Changes in Society, Ideologies, Values and Representations

The effect that the media has on audiences is always a subject for debate. Is it that audiences’ tastes and values influence the media or vice versa? Wherever you stand in this argument, it is clear that contemporary audiences are harder to shock and more accustomed to representations of graphic violence, sexual images and 'bad' language as well as more spectacular special effects than ever before.

The changing position of women, governments, levels of employment, economic climates, national and international conflicts, disease, transport systems, immigration and emigration, attitudes to sex, violence and the family and aesthetic movements are just some of the issues that will influence representations and trends in the media.

Censorship and Codes of Conduct

If you look at the code of ethics applied to films in 1960 which banned explicit nudity, swearing (including ‘Damn’, ‘God’ and ‘Hell’), and excessive and lustful kissing you can see how far what is considered acceptable, or tasteful, by both audiences and the film industry has moved on. Modern audiences are used to much more graphic sex and violence and the boundaries of what is considered to be 'tasteful' in film are stretched more and more each year.

Influence of particular texts, stars, authors and directors

Genres can be heavily influenced and suddenly rekindle their popularity or change direction because of the impact of individual texts which come to be seen as genre defining. Genre defining moments are fairly rare in the media and may only become apparent long after a text is produced when we can properly see its influence. Although films which are successful at their release will be imitated in media owners’ attempts to cash in on what made them popular, the most influential or critically acclaimed films are not always those that are the most popular.

As well as the influence of particular texts it is also important to recognize the impact of particular directors, authors and stars. For example, the influence of Hitchcock, often described as a master of suspense, continues to be seen in contemporary thrillers not least those which are remakes of his work such as A Perfect Murder or Gus Van Sant’s “karaoke” Psycho. Some films are made as vehicles to showcase a particular star and exploit his or her popularity (this was particularly evident in the number of action films starring Schwarzenegger or Stallone) while the names of particular authors will guarantee funding for their books, and often the films of their books. Many films are based on the thrillers of John Grisham, for example, and, more recently, J. К Rowling has earned millions for herself and the publishing and film industries through her Harry Potter books.

Media Institutions e.G. The Film Industry

Media texts do not just appear - the consumption of a text is the final stage of a process beginning with the decision of powerful media owners to fund a text, usually based primarily on the profit they anticipate it will make, and followed by the production, editing and marketing of the text, all rigorous, costly and lengthy processes involving the business and creative decisions of what could amount to hundreds of people. Over time, particular studios or publishers become associated with particular genres and they will influence the style or themes of the texts they produce.