The Impact of Film and Music on Popular Culture Dr. Melodie R. Phillips Associate Professor of Marketing MTSU

Does the Entertainment Industry Impact Society? The common debate in the field  Does the film and music industries reflect changes in society or;  Does film and music actually initiates changes in popular culture

Film Impacts on American Culture In America film has fundamentally altered the entire concept of mass communication In the 1940’s more than 80 million people a week went to the movies Throughout the 1950’s and 1960’s attendance fell to a low of 926 million visits per year as compared to 4.2 billion visits per year in 1946

Modern Film Attendance 1977 marked a record year for attendance after much decline American films are now the leading US export  Imagine the global impact of US films on foreign cultures

Film Content Reflected Attitudes in America 1950’s – early 1960’s Content tended to be tame in terms of sexuality Many films featured 2 twin beds in a married couple’s bedroom Pregnancy was generally never shown and rarely discussed 1952 first time US Constitution and Free Speech applied to the industry

Mid 1960’s Major changes in the United States  Politically  Culturally/Socially  Economically Standards and values were changing Major Scandals erupted over films like “Who’s Afraid of Virginia Wolf?” for the use of the word “screw” and “hump the hostess”  MPAA decided to delete “screw” 1968 the US Supreme Court upheld that states could prevent exposure of books and material to children but not adults

Genesis of Ratings Systems Designed to remove threat of censorship Movies followed a system of ratings  G – general admission  M – mature audiences parental guidance suggested Became PG and then ultimately PG and PG- 13 (1984)  R – restricted to viewing with a parent for ages 16 and under  X – no one under 17 admitted Became NC-17 (1990)

Ratings Determinations Reflect use of  Violence  Sexuality  Sensuality  Language  Nudity  Drug Abuse System uses surveys to determine relevance and usefulness  Changes with societal norms!

Movie Ratings It is a subjective analysis  “I cannot define it, but I know it when I see it.” Justice Stewart once said referring to pornography Much like the US Constitution  bends and gives with time with the mores and customs of the time

Impact of Films and Music on Society Movies and Music dare to discuss controversial topics  Guess Who’s Coming to Dinner – Mixed Race Marriage  American History X – Racism  Fahrenheit 9/11 – US International Policies  Inherit the Wind – Darwin vs. the Bible  Carnal Knowledge – male sexual attitudes and feminism

The Impact of Movies and Music on Society Do Americans see things in films that they then take to be socially acceptable forms of behavior?  Columbine and the Basketball Diaries and Marilyn Manson  Eminem and social acceptance of teen suicide

Music Reflects Societal Changes 1960’s  The Beatles 1970’s  Earth Wind and Fire  Rufus  Parliament 1980’s Impact of Video  Wham  Culture Club

Impact of Technology Film vs. Music Film Industry has embraced technology  Rentals and Purchases  PPV and Cable Music Industry has struggled with technological advancements  Napster, Morpheus  Lawsuits against TM