Activity: Talk or presentation › Oral presentation
Film scholars suggest that mainstream fiction film narratives express social values and that viewers prefer narratives endorsing values similar to their own. However, empirical research is very scarce, a gap the present work seeks to start to fill. To determine the content of film and viewer values, the Schwartz (1992) Theory of Basic Human Values was employed, which defines four higher-order values. Respondents of an online questionnaire were shown one of four different types of film loglines (one-liners summarizing a film narrative), each expressing one of the four higher-order values. Study participants were then asked to rate the values they expected the film (represented by the logline) to endorse, their own values, and how interested they were in watching the film. An index of the alignment of the expected film values with participants’ own values was used to predict film interest. The paper will present the findings and discuss their relevance for viewers’ individual and collective film preferences.
The Society for Cognitive Studies of the Moving Image - Conference 2022