Title

Avatar’s True Entertainment Value: How James Cameron’s Avatar is Changing the Future of Film

Lead Author Major

Communication

Format

Oral Presentation

Faculty Mentor Name

Teresa Bergman

Faculty Mentor Department

Communication

Abstract/Artist Statement

James Cameron’s Avatar is a film that everyone has heard of. With such a globally popular film, the messages that it conveys have the power to change our world whether we like it or not. It is essential then to discover what messages Avatar is communicating to its audience members and the effect that it is having. Several focus groups were conducted and then the data was coded into seven groups that described the different subjects that the participants discussed. The seven categories were religion, gender, ethnocentrism, military, environment, entertainment and extratextual. The two most popular topics based on number of responses were entertainment and extratextual. The entertainment category was based on the discussion of the use of graphics for the film. Graphics were essential to the popularity of the film due to the fact that they do not have to be understood, they only have to be viewed. The implications of the research are that film narratives are changing due to globalization and that in the future we can expect to see more simple narratives coupled with technological advancements in the future like that of Avatar.

Location

DeRosa University Center, Room 211A/B

Start Date

21-4-2011 5:00 PM

End Date

21-4-2011 8:00 PM

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Apr 21st, 5:00 PM Apr 21st, 8:00 PM

Avatar’s True Entertainment Value: How James Cameron’s Avatar is Changing the Future of Film

DeRosa University Center, Room 211A/B

James Cameron’s Avatar is a film that everyone has heard of. With such a globally popular film, the messages that it conveys have the power to change our world whether we like it or not. It is essential then to discover what messages Avatar is communicating to its audience members and the effect that it is having. Several focus groups were conducted and then the data was coded into seven groups that described the different subjects that the participants discussed. The seven categories were religion, gender, ethnocentrism, military, environment, entertainment and extratextual. The two most popular topics based on number of responses were entertainment and extratextual. The entertainment category was based on the discussion of the use of graphics for the film. Graphics were essential to the popularity of the film due to the fact that they do not have to be understood, they only have to be viewed. The implications of the research are that film narratives are changing due to globalization and that in the future we can expect to see more simple narratives coupled with technological advancements in the future like that of Avatar.