DVFx, and modernization of technology: Audience’s changing taste in the 21st century

Research output: Contribution to journalArticle

Abstract

The changes from analogue to digital in the film industry occurred rapidly and triggered a change in the landscape, especially in the usage of digital visual effects (DVFx). Thus, films that use the digital visual effects have developed a demand for technology exploitation among audiences. The most powerful effect afforded by digitization is the changes in the relationship between film and audience, especially in the aspect of cinema spectacle. Previously, the use of digital visual effects served merely to fix or modify damaged or negative elements in the post-production process, but it also has contributed to transformation of the tastes of audiences in 21st century cinemas. Tastes and aesthetic judgments are manifestations of aspects of class inequality and social, cultural and reproduction ideology. To evaluate tastes especially within different systems of society is not a simple matter as there has been a change in various aspects of society due to technological advances. This judgment involves complex processes and variables. This paper explored how globalization impacts audiences’ changing tastes with the juxtaposition of the digital visual effects revolution. The research used qualitative research methods, which is focus group discussions involving three groups of moviegoers from Malaysia, India and Australia. The analysis of the findings is divided into two main themes: modernization and technology. In general, the findings show that taste among movie audiences is a typical representation of the middle class society.

Original languageEnglish
Pages (from-to)182-195
Number of pages14
JournalJurnal Komunikasi: Malaysian Journal of Communication
Volume35
Issue number3
DOIs
Publication statusPublished - 1 Jan 2019

Fingerprint

Modernization
modernization
cinema
Analog to digital conversion
class society
film industry
production process
movies
qualitative method
social structure
group discussion
middle class
Malaysia
research method
qualitative research
exploitation
aesthetics
ideology
globalization
Industry

Keywords

  • Audience
  • Digital visual effects
  • Film studies
  • Genres
  • Technology

ASJC Scopus subject areas

  • Communication

Cite this

@article{9d539d4c545942888339ce2a9b62eb42,
title = "DVFx, and modernization of technology: Audience’s changing taste in the 21st century",
abstract = "The changes from analogue to digital in the film industry occurred rapidly and triggered a change in the landscape, especially in the usage of digital visual effects (DVFx). Thus, films that use the digital visual effects have developed a demand for technology exploitation among audiences. The most powerful effect afforded by digitization is the changes in the relationship between film and audience, especially in the aspect of cinema spectacle. Previously, the use of digital visual effects served merely to fix or modify damaged or negative elements in the post-production process, but it also has contributed to transformation of the tastes of audiences in 21st century cinemas. Tastes and aesthetic judgments are manifestations of aspects of class inequality and social, cultural and reproduction ideology. To evaluate tastes especially within different systems of society is not a simple matter as there has been a change in various aspects of society due to technological advances. This judgment involves complex processes and variables. This paper explored how globalization impacts audiences’ changing tastes with the juxtaposition of the digital visual effects revolution. The research used qualitative research methods, which is focus group discussions involving three groups of moviegoers from Malaysia, India and Australia. The analysis of the findings is divided into two main themes: modernization and technology. In general, the findings show that taste among movie audiences is a typical representation of the middle class society.",
keywords = "Audience, Digital visual effects, Film studies, Genres, Technology",
author = "Hasrul Hashim",
year = "2019",
month = "1",
day = "1",
doi = "10.17576/JKMJC-2019-3503-11",
language = "English",
volume = "35",
pages = "182--195",
journal = "Jurnal Komunikasi: Malaysian Journal of Communication",
issn = "2289-151X",
publisher = "Universiti Kebangsaan Malaysia",
number = "3",

}

TY - JOUR

T1 - DVFx, and modernization of technology

T2 - Audience’s changing taste in the 21st century

AU - Hashim, Hasrul

PY - 2019/1/1

Y1 - 2019/1/1

N2 - The changes from analogue to digital in the film industry occurred rapidly and triggered a change in the landscape, especially in the usage of digital visual effects (DVFx). Thus, films that use the digital visual effects have developed a demand for technology exploitation among audiences. The most powerful effect afforded by digitization is the changes in the relationship between film and audience, especially in the aspect of cinema spectacle. Previously, the use of digital visual effects served merely to fix or modify damaged or negative elements in the post-production process, but it also has contributed to transformation of the tastes of audiences in 21st century cinemas. Tastes and aesthetic judgments are manifestations of aspects of class inequality and social, cultural and reproduction ideology. To evaluate tastes especially within different systems of society is not a simple matter as there has been a change in various aspects of society due to technological advances. This judgment involves complex processes and variables. This paper explored how globalization impacts audiences’ changing tastes with the juxtaposition of the digital visual effects revolution. The research used qualitative research methods, which is focus group discussions involving three groups of moviegoers from Malaysia, India and Australia. The analysis of the findings is divided into two main themes: modernization and technology. In general, the findings show that taste among movie audiences is a typical representation of the middle class society.

AB - The changes from analogue to digital in the film industry occurred rapidly and triggered a change in the landscape, especially in the usage of digital visual effects (DVFx). Thus, films that use the digital visual effects have developed a demand for technology exploitation among audiences. The most powerful effect afforded by digitization is the changes in the relationship between film and audience, especially in the aspect of cinema spectacle. Previously, the use of digital visual effects served merely to fix or modify damaged or negative elements in the post-production process, but it also has contributed to transformation of the tastes of audiences in 21st century cinemas. Tastes and aesthetic judgments are manifestations of aspects of class inequality and social, cultural and reproduction ideology. To evaluate tastes especially within different systems of society is not a simple matter as there has been a change in various aspects of society due to technological advances. This judgment involves complex processes and variables. This paper explored how globalization impacts audiences’ changing tastes with the juxtaposition of the digital visual effects revolution. The research used qualitative research methods, which is focus group discussions involving three groups of moviegoers from Malaysia, India and Australia. The analysis of the findings is divided into two main themes: modernization and technology. In general, the findings show that taste among movie audiences is a typical representation of the middle class society.

KW - Audience

KW - Digital visual effects

KW - Film studies

KW - Genres

KW - Technology

UR - http://www.scopus.com/inward/record.url?scp=85075001077&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85075001077&partnerID=8YFLogxK

U2 - 10.17576/JKMJC-2019-3503-11

DO - 10.17576/JKMJC-2019-3503-11

M3 - Article

AN - SCOPUS:85075001077

VL - 35

SP - 182

EP - 195

JO - Jurnal Komunikasi: Malaysian Journal of Communication

JF - Jurnal Komunikasi: Malaysian Journal of Communication

SN - 2289-151X

IS - 3

ER -