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Hollywood tries to come up with its best recession fare

Determining the type of fare a reeling nation wants can be tricky. Studies show people want to be put in better moods. Of course, other studies contradict those findings.

April 12, 2009|Zachary Pincus-Roth

What do you want to watch during a recession? Hollywood is racking its brain to find out.

Foreclosure-free fare such as "Paul Blart: Mall Cop" has performed better than expected, and the conventional wisdom in Hollywood says to keep a light touch. "In a bad economy, people want to escape the harsh reality of the real world and escape into a movie that will make them laugh or where there is a thrill of action and the bad guys are given their comeuppance," says longtime producer Lauren Shuler Donner, whose "X-Men Origins: Wolverine" opens May 1.

But shows such as "Desperate Housewives" and "30 Rock" have been sprinkled with stories of economic hardship, and executives are ordering pilots such as ABC's "Canned," in which a group of friends are fired on the same day.

How to resolve this contradiction? The answers could lie far from Burbank. Psychologists and communications scholars have been studying this issue for decades, shedding light on where our eyeballs turn when times are tough and heads hang low. These researchers conduct studies that measure people's moods -- or induce certain moods -- and then see how they react to various forms of entertainment, from Simon & Garfunkel to "The Real World."

Since the 1940s, the prevailing theory in this field has been "mood management," which states that people want entertainment that will put them in a better mood. In addition, people want entertainment that will bring them back to an optimum level of excitation -- if they're bored, they want to be excited, and if they're angry, they want to be pacified.


'Adaptive behavior'

"It's part of the human condition that we avoid bad moods," says Dolf Zillmann, a pioneer of this theory and professor emeritus at the University of Alabama. "Media consumption very often follows this line."

In Hollywood-speak, mood management means escapism, although Zillmann dislikes that term. "It's intelligent behavior," he says. "It's adaptive behavior. We are running away from problems about which we can do nothing."

Zillmann and others have done many studies that back up this theory. In one he co-wrote in 2002, subjects took a computerized test and were secretly given arbitrary, randomly predetermined scores, putting some in good moods and others in bad moods. After the test, when the subjects could listen to popular songs, the people in a bad mood were drawn more to energetic, joyful music than the people in good moods were.

As Zillmann's frequent collaborator, University of Alabama professor Jennings Bryant, explains, "We can only think about so many things at the same time, so if we invest cognitive effort in a TV program we're interested in, we're not going to pay as much attention to rehearsal of the things that make us angry."

So the recession makes people gaga for Kevin James and the Jonas Brothers, right? Not so fast. A number of recent studies have challenged mood-management theory.

For instance, if people always want to boost their mood, why do so many people watch sad movies? " 'Titanic' is the bestselling movie of all time, and it's overall very depressing," says Silvia Knobloch-Westerwick, an associate professor of communication at Ohio State University who worked on the music study.

In another study she worked on with Zillmann, college students filled out a survey that included questions about their love lives, and then were able to listen to eight songs -- four "love-celebrating" songs, such as "Thank You for Loving Me" by Bon Jovi, and four "love-lamenting" songs, such as "I Wish" by R. Kelly. Those unlucky in love spent more time listening to the sad songs than the happy people did.

Zillmann explains that the usual mood-management process "doesn't work when the suffering is too severe. You can have problems -- and being dumped by a lover is one of those problems -- when telling jokes will not solve that problem."

Other researchers would go further, arguing that mood management is just one of the many reasons why people consume entertainment. A 2006 study, for instance, found that people who cheated on a romantic partner and felt regret preferred to watch cheating stories from MTV's "The Real World" more than other people did -- and it helped reduce their bad feelings.

"Watching entertainment about the life situation you're facing -- whether it's finances or illness or a relationship -- might help you feel better," says Robin Nabi, an associate professor of communication at UC Santa Barbara, who worked on the study. "You might find ways for how to cope, it might be a source of information, and it might also be an opportunity to see your situation a little differently."

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