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  • Alphaville: Journal of Film and Screen Media Alphaville is a fully peer-reviewed online journal. It offers a dynamic international forum open to the discussion of all aspects of film and screen media history, theory and criticism through multiple research methodologies and perspectives. It cultivates inspiring, cutting-edge research, and seeks work that displays a clear engagement with current debates and with methodological issues.
  • Antenna "[A] collectively authored media and cultural studies blog committed to timely yet careful analysis of texts, news, and events from across the popular culture spectrum." Closed in 2016, but archived content still available.
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  • [in]Transition: A Media Commons and Cinema Journal Project [in]Transition – a collaboration between MediaCommons and the Society for Cinema and Media Studies’ official publication, Journal of Cinema & Media Studies – is the first peer-reviewed academic journal of videographic film and moving image studies, and is fully open access with no fees to publish or read.
  • Spectator The University of Southern California Journal of Film and Television, available online 1997-present.
  • Transformative Works and Cultures (TWC) TWC is an international, peer-reviewed journal which publishes articles about transformative works, broadly conceived; articles about media studies; and articles about the fan community.
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Impact of Films: Changes in Young People’s Attitudes after Watching a Movie

Tina kubrak.

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Received 2020 Apr 1; Accepted 2020 Apr 30; Collection date 2020 May.

Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license ( http://creativecommons.org/licenses/by/4.0/ ).

Nowadays films occupy a significant portion of the media products consumed by people. In Russia, cinema is being considered as a means of individual and social transformation, which makes a contribution to the formation of the Russian audience’s outlook, including their attitudes towards topical social issues. At the same time, the question of the effectiveness of films’ impact remains an open question in psychological science. According to the empirical orientation of our approach to the study of mass media influence, our goal was to obtain new data on the positive impact of films based on specific experimental research. The task was to identify changes in the attitudes of young people, as the most active viewers, towards topical social issues after watching a specifically selected film. Using a psychosemantic technique that included 25 scales designed to identify attitudes towards elderly people, respondents evaluated their various characteristics before and after watching the film. Using a number of characteristics related to the motivational, emotional and cognitive spheres, significant changes were revealed. At the same time, significant differences were found in assessments of the elderly between undergraduate students and postgraduate students. After watching the film, postgraduate students’ attitudes towards elderly people changed in a positive way, while undergraduate students’ negative assessments only worsened. The revealed opposite trends can be explained by individual differences of respondents, which include age, educational status as an indicator of individual psychological characteristics, the experience of interaction with elderly people and, as a result, attitudes towards elderly people at the time before watching the movie. The finding that previous attitudes mediate the impact of the film complements the ideas of the contribution of individual differences to media effects. Most of the changes detected immediately after watching the movie did not remain over time. A single movie viewing did not have a lasting effect on viewers’ attitudes, and it suggests the further task of identifying mechanisms of the sustainability of changes.

Keywords: psychology of cinema, influence of mass media, impact of films, attitudes, attitudes towards elderly people

2.1. Participants

A total of 70 individuals participated in this study. Group one contained 40 students of The State Academic University for Humanities (25% male and 75% female). The average age was 19 (M = 19, standard deviation SD = 2.4). Group two consisted of 30 postgraduate students from Russian Academy of Sciences (47% male and 53 % female). The average age was 24 (M = 24, standard deviation SD = 1.6).

All subjects gave their informed consent for inclusion before they participated in the study. The study was conducted in accordance with the Declaration of Helsinki and was approved by the local ethics committee (Review Board).

2.2. Materials

2.2.1. film.

The film—“The Best Exotic Marigold Hotel” (2011), the main characters of which were elderly people, was chosen to be shown to the respondents ( https://www.imdb.com/title/tt1412386/ ). Prior to this, a qualitative analysis of empirical material revealed the impact of this film on the attitudes towards elderly people among Russian viewers of different ages. Their reviews on the film, taken from Internet resources devoted to cinema, indicated cognitive effects, expressed in positive changes of ideas about the elderly; the film was perceived quite optimistically and gave hope [ 19 ]. It was supposed that the movie that humorously shows various situations happening to the elderly heroes would also affect the opinion of young people about elderly people, as it allowed to look at them from new viewpoints, to see that age is not an obstacle to having a full life, and even, conversely, open up new prospects.

2.2.2. Measures

To achieve the goal of the study, a psychosemantic approach is used, which is the most appropriate for studying a person’s attitudes towards various objects of reality by reconstructing individual meanings [ 57 ]. This approach allows us to determine the differences in evaluations of the same object (caused by mass media as well), made by different groups of respondents at different times. For example, changes in the stereotypes of viewers were revealed in relation to representatives of another nation (Russians about the Japanese) during viewing of a TV show [ 57 ]. In this work, the psychosemantic technique was used, developed specifically to identify attitudes towards the elderly (based on the Kelly’s Repertoire lattice method) [ 46 ]. The technique included 25 7-point scales, according to which respondents rated elderly people. For comparative analysis, the modern youth were evaluated by participants with the same scales.

The respondents also noted the frequency of watching movies ("every day"/"several times a week"/"several times a month"/"several times a year and less"), and evaluated the level of enjoying the film shown ("did not like"/"rather did not like than liked"/"rather liked than disliked"/"liked").

2.3. Procedure

The study was conducted in three stages: the respondents filled out the psychosemantic test before watching the film, then immediately after viewing and again in 2 weeks. During stage 3, only group one participated in the study.

The respondents did not see the film before participating in the study.

2.4. Statistical Methods

In accordance with the data characteristics, non-parametric comparative methods were used. To determine the differences in the assessments before and after watching the movie, the Wilcoxon signed-rank test was used. To determine the differences in the assessments between different groups of respondents, the Mann-Whitney U test was used. The IBM SPSS Statistics 20 statistical software package was used for data processing.

3. Results and Discussion

As a result of the preliminary data analysis of the group one (students), significant differences were obtained in the assessments given by them to the elderly before and immediately after watching the movie (Wilcoxon signed-rank test, p < 0.05). However, the analysis of the combined sample (students and postgraduate students) did not reveal such significant differences. Therefore, it was decided to compare the assessments of these two groups of respondents. It appeared that the evaluation of elderly people differed among students and postgraduate students before the film was shown (18 of 25 scales, Mann—Whitney test, p < 0.05). This result could be explained by the individual differences of the participants (students and postgraduates), which led to the necessity to correct the hypothesis and form additional research tasks, including the comparison of groups. Further analysis was carried out separately for each group of respondents, but not for the united group.

Significant differences shown by respondents of the group one before and immediately after watching the film (students) were found in 12 out of the 25 scales ( Table 1 ).

Changes in assessments of the elderly people after watching the film (students).

Wilcoxon signed-rank test. Only the significant differences are represented: b—based on negative ranks, c—based on positive ranks. * inversive scales: a higher rating means a more negative attitude

The group of students revealed changes associated with ideas about activities. The respondents saw the elderly as having less initiative, and being purposeless and weak. Moreover, they defined elderly people’s way of life as more passive, having no desire for knowledge or for living a full life. The results immediately after watching the film demonstrated that the audience perceived the elderly as being those who strived less to learn new things and perceived them to be less positive and more limited in their interests. Also, the changes of assessments related to the emotional sphere were discovered. The elderly were characterized as even more unrestrained and conflict-prone with a tendency towards depression and showing no emotions.

Comparative analysis of assessments of elderly people before and after watching the film, given by respondents of the group two (postgraduate students), showed significant differences on 14 of the 25 scales ( Table 2 ). Postgraduate students evaluated the elderly, unlike students, more positively after watching the film. Changes on 9 common scales (purposeless - purposeful, cheerful - prone to depression, passive - initiative, conflict - peaceful, traditional - modern, etc.) for students and postgraduate students turned out to be of different directions. After watching the film, the elderly seemed to be more purposeful, active and successful, responsible and with a good sense of humor. There were changes in assessments of the emotional sphere (more cheerful, peaceful) and cognitive (more intelligent) in references to novelty and life in general (the strive to learn new things, the desire for a full life).

Changes in assessments of elderly people after watching the film (postgraduates).

Wilcoxon signed-rank test. The significant differences are only represented: b—based on positive ranks, c—based on negative ranks. * inversive scales: higher rating means more negative attitude.

Thus, the data revealed changes in attitude towards the elderly people after watching the film. According to a number of their characteristics related to motivational aspects—regulatory, emotional and cognitive spheres—significant changes were revealed, but the tendency of these changes was unexpected. After group one (students) watched the film, a tendency of worsening assessments was found. It was also determined that before the film, students described the elderly more negatively as being less intelligent and interesting, more conflict prone, angry and aggressive than young people (Wilcoxon signed-rank test, p < 0.01). This generally negative attitude can be explained by a special view of quite young people on the "old age". But why, despite the attempt of the filmmakers to make the image of the elderly positive enough, did the film fail to change students’ attitude? Instead, it made the image of elderly persons even less attractive. Meanwhile, there was an opposite trend in group two (postgraduate students). Their assessments of elderly people after watching the film changed for the better. The postgraduate students, unlike undergraduate students, had already demonstrated a more "adequate" view on the elderly before watching the film. Despite a number of negative assessments, the elderly were seen by them as smart and striving for a full life, sociable and interesting.

Comparison of the two groups of respondents confirmed significant differences between students and postgraduate students in the evaluation of the elderly after watching the film ( Table 3 ). The assessments given by undergraduate students and postgraduates differed significantly on 21 out of 25 scales.

Comparison of groups of undergraduate students and postgraduates by assessments after watching the film.

Mann-Whitney U test. The significant differences are only represented.

The opposite tendencies found in assessments after watching the film could be explained by differences in individual characteristics of respondents, which were not initially considered in our study as factors mediating the impact of the film: age of respondents (more subtle differentiation), educational status, as an indicator of individual psychological characteristics and experiences of interactions with elderly people. The suggestion of differences between students and postgraduates by personality is consistent with the results of other studies [ 58 ], and is indirectly confirmed by the fact that only about 1 out of 40 students become postgraduate students (data for Russia). In our study, differences between students and postgraduate students already manifested in differences in their attitudes towards the elderly before watching the film.

Then the film, which showed some negative aspects of life for elderly people (loneliness, needlessness, diseases, fears, physical limitations “comic” behavior), despite the optimistic ending, could strengthen the negative attitudes of very young people (students) towards the elderly, whose images might not yet be fully formed. On the other hand, postgraduate students might have a more complex view on elderly people, because of age and more diverse interactions with the elderly, for example, in scientific work. In this case, their perceptions of the film could be focused on its positive ideas, strengthening their previously formed positive image of an elderly person. In addition, postgraduate students, who have chosen the scientific career path, most likely have a high level of analytical skills that contributed to more complex perceptions of the world and a deep assessment of the phenomena that could affect their attitudes towards the older generation and the interpretation of their images in the movies. At the same time, the characteristics of the film itself, as well as the cultural differences between its creators and viewers, might cause additional negative impacts on students’ perceptions. Comedy, as a genre, could have an opposite effect. Younger people perceived the desire of older characters to give their lives new meanings in their own way and they saw a futility in these attempts. Respondents with more experience could be more tolerant to the specifics of the genre, and their perception of the film was more complicated and implemented in a broader context.

Thus, comparison of the results of the analysis for both groups of respondents suggests that the different changes in viewers’ attitudes towards objects of reality that occur after watching a movie can be explained by differences in the attitudes before watching the film. This effect can also be explained by the degree of identification with the characters [ 31 , 59 , 60 ], which is influenced by the previous attitudes of the viewers. For example, a study of the impact of films on attitudes towards migrants showed that greater identification with the characters induced more positive attitudes toward immigration, but only when previous prejudice was low or moderate [ 26 ]. In this regard, the various effects of the film on students and postgraduate students could be caused by the different degrees of their identification with the characters of the film, despite the fact that a large difference in age with the characters could complicate this process for all participants in the study. The conclusion that previous attitudes mediate the impact of the film complements the ideas of the contribution of individual differences to media effects [ 61 ]. In addition, this conclusion has practical value: in order to achieve the desired impact of films, it is necessary to identify the viewers’ individual attitudes before a screening.

At the third stage of the study, it was examined whether changes remained over time. Two weeks after watching the movie, respondents (group one) re-took the test.

Significant differences were found only on 4 scales (strives to a full life - lost the meaning of life, craving for spirituality - limited interests, quickly tired – high in stamina, traditional - modern) ( Table 4 ). The continuing changes in the characteristics related to the inferiority and limitations of elderly people’s lives may indicate the most striking and memorable moments in the film that had the greatest impact on viewers. The assessments of the other characteristics did not differ significantly from those that were identified before watching the film. That leads to the conclusion that a single movie viewing, in general, did not have a lasting effect on the viewers’ attitudes toward the elderly. Most of the changes discovered immediately after watching the movie did not remain over time. Studying the mechanisms of the formation of sustainable changes is a task for future research. One of the directions of such research could be to investigate the influence of additional cognitive processing (e.g., discussion after watching the movie) on the viewers’ attitudes towards objects and the sustainability of changes over time.

Changes in assessments of the elderly people 2 weeks after watching the film (students).

Wilcoxon signed-rank test. Only the significant differences are represented: b—based on negative ranks, c—based on positive ranks. * inversive scales: a higher rating means a more negative attitude.

The correlation between the gender of the respondents and changes in attitudes after watching the film was determined by comparing the assessments separately for males and females in each group. As a result, in group one, women were found to have significant differences in ratings on 13 scales, and men in three, two of which were common (no desire to learn anything - the desire to learn new skills, traditional - modern, Wilcoxon signed-rank test, p < 0.05). The data showed greater changes in the attitudes among women than among men after watching the film. At the same time, a comparison of the male and female participants in the group two did not reveal such results. The analysis found an equal number of significant differences in assessments (on 10 scales) before and after watching the film (Wilcoxon signed-rank test, p < 0.05). Thus, it can be assumed that gender had a lower impact on changes in attitudes after watching a film than other individual characteristics of respondents.

The data on the frequency of watching movies was obtained: 56% of respondents watch movies several times a week and more often, 44%—several times a month and less often. However, there were no differences between these viewers in the assessments before and after watching the film (Mann-Whitney U test, p < 0.05). The degree of general interest in cinema did not affect the change of viewers’ attitudes after watching the film.

It was not possible to determine the connection between liking the film and the changes in attitudes, since the differentiation of respondents by this factor was not found. Only six young people noted they did not like the film, while the others gave it a positive evaluation.

The study has limitations caused due to an assumption of no significant differences between students and postgraduates in the effectiveness of the film’s impact on them. The revealed differences between undergraduate students and postgraduate students led to the initial sample of young people being divided into two samples with smaller sizes already used during the research. In addition, for the same reason, some variables that could more accurately demonstrate the differences between students and postgraduate students and explain the effects of the film were not considered. The respondents’ attitudes before watching the film were taken into account, as well as additional factors on the impact effectiveness, such as the degree of general interest in cinema and liking of the viewed film, which could presumably increase its impacts. But a deeper study, for example, of the processes of identifying viewers with the film characters, probably linked to the viewers’ attitudes before watching, could reinforce these findings.

4. Conclusions

As a result of the study, changes in the viewers’ attitudes after watching the film were identified. Young people changed their assessments of regulatory, cognitive and emotional characteristics of the elderly people after watching a film about the elderly. At the same time, significant differences were found between students and postgraduate students in their assessments of the elderly. After watching the film, students’ negative attitudes towards elderly people got worse, while postgraduate students’ assessments, on the contrary, changed for the better. The revealed opposite trends can be explained by individual differences between the respondents, which include age, educational status as an indicator of individual psychological characteristics, experience of interaction with elderly people and, as a result, attitudes towards elderly people at the time before watching the film. Most of the changes in the viewers’ attitudes detected immediately after watching the movie did not remain over time.

In general, the study confirms the potential for a positive impact, as in the case of improving the postgraduates’ attitudes, but at the same time demonstrates the need to take into account the individual differences of viewers to achieve desired results. In particular, differences in attitudes before watching a movie are probably causes of differences in the effectiveness of the film’s impact. The initially negative attitude towards elderly people among students could contribute to the negative influence of the film on them. The obtained results form the basis of further research and pose the important questions: clarifying the contribution of individual differences to the effectiveness of the impact, forecasting the positive influence of movies on different groups of people and determining the mechanisms of the sustainability of changes.

Acknowledgments

We would like to thank the engagement and involvement of the research participants.

The research was carried out within a state assignment of the Ministry of Science and Higher Education of the Russian Federation, project №0159-2019-0005.

Conflicts of Interest

There is no conflict of interest.

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