Audiences and The Viewing Context. Communications & Media Essay

ESSAY ON AUDIENCE POSITION AND EXPECTATIONS
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Essay on Audience Position and Expectations
Introduction 
Films or movies are motion pictures that are similar to books in which they tell and present a story to its audience. It also comes in various genres such as adventure, romance, science fiction, action, thriller, comedy, etc. Films are also referred to as multimedia because it is engaging different senses of its audience by presenting the story both with audio and visual presentation, as well as the inclusion of cinematic effects to enhance the viewing experience. In comparison to reading literature, films create visual media for the audience to immerse themselves with the whole experience of being part of the story and the film, encouraging more emotions and connection to its viewers. In this paper, the effect of the audiences’ expectations and viewing spaces on film will be discussed.
History of Films and Cinema
           Prior to the famous Netflix, as a way of viewing movies at home, the audience viewed films in a different manner. The idea of film showing started at around 1891 in the United States of America. The experience of watching a film was done in cinema theaters. It started as short films ranging from two to twenty minutes until as it became more popular, the more viewers came to watch, and the length of the films increased. Films also started out as just black and white without any sounds or audio, which eventually evolved in the years to come. The film industry and cinema do not have one sole inventor or proprietor but is a collection of people who are innovating the means of entertainment during their time. This does not only refer to the mechanical features of the film, but also the contents. Film and its innovations were also used to participate in the social changes and culture that were occurring in the society, that is why it also received issues from the government or other authoritative figures.  
Expectation and Position of the Audience
           In the expectations of viewers, it is important to know what kind of viewers the film is intended for. Different genres also have different target audiences which would find specific films more favorable and enjoyable. Although various forms of entertainment are seen as an escape, in the film there should still be a form of realistic view making the film relatable and capable of making a connection with its viewers.
            The position of the audience indicates different viewing spaces and how it can affect the understanding of the film’s context and its overall effect on the experience. The continuous change happening with the film industry and its elements, the position of the audience is important to decode and truly understand the depth of the presented media (McKernan, 2007).
           Both these aspects of the film affect how films are structured especially with the various ways of accessing movies. In the modern construction of films, it is now important to cater to a more specific audience depending on which are the targeted recipient of the narrative including its symbols. 
Television Competing with Film
           The film had its “Golden Age” in 1950, but because of the introduction of television, which competes with films in terms of patronage. People were able to find other ways of entertainment using multimedia techniques similar to films in cinema theaters. Televisions were able to produce audiovisual pieces to their audiences which are all staying in their own homes. The kind of shows was of Einsteinian attraction which meant the presence of a circus-like variety of ideas that will be appealing to different target audiences. Examples of these are boxing matches, commercials, and games shows (Hansen, 1993, p.137). Televisions provided convenient entertainment to people and have become a part of the culture of families as a form of social interaction and bonding. This practice was prevalent in the 90s common in different social classes especially the middle and the working class.
Digital Technology
           Due to the availability of televisions and other gadgets wherein films can be viewed, digital technology also came up with 3D features applicable in both animated films and live-action. This has increased the popularity of cinema theaters because aside from the advancement and improved graphics, 3D animation also provides a certain kind of experience when watching films in 3D. This was seen fit because of the generational changes that had happened throughout the years wherein the audience is more focused on new experiences instead of the previous inclination of people to products as a commodity (Ganz & Khalib, 2006). 
Examples of movies that often have 3D options when viewing in theaters are Transformers and Happy Feet which caters to specific audiences. 3D viewing of Transformers will emphasize the graphics and technological aspect of the robots, while Happy Feet which is very famous to children, will also accentuate the cute animal characters in the film, both making the film more real to its viewers, and adding up to the whole movie experience.
Use of Computer-Generated Imagery
           In the presentation of CGIs or computer-generated imagery, films became much more controllable by the creator, as well as being able to produce a higher quality of the film. This enables the creator to produce unique and creative visual effects for the film without spending too much on physical aspects in order to produce a similar piece of film content, in addition to a more efficient way of editing due to the controlled environment that is present. 
           These effects are often used with sound effects to create more impact on its viewers. An example of this is the movie Avengers: End Game which was considered one of the biggest blockbuster hits of all time. The movie made use of great effects to show the assembly of the Marvel Universe which was worth years of character build-up, and when the film reached its climax, specifically the battle, a much higher increase in the intensity of emotions were made p...