Standardization (by Mohamed)

 

    Throughout the numerous romantic comedies that are present throughout the multiple streaming platforms we are subject to multiple patterns. These patterns have risen and are constantly represented, henceforth there is a form of standardization that replicates the formulas within the production process. Romantic comedies are everything that is wrong in society, as they represent conformity and a constant reminder that our lives will never ressemble anything of the such. Nevertheless the filmmakers managed to hook a huge number of people into this genre, this is due to the fact that it is familiar content. People tend to be afraid of the unknown, this theory is reflected through the film industry as people tend to watch something that is reliable and easy-going with no real message. As stated Romantic comedies are a reflection of conformity, this is significant as it showcases that a great portion of people is resistant to change or novelty. 

    Theodor Adorno and Max Horkheimer two thinkers represented the ideology of counter-conformity, these two analyzed the numerous forms of art and discerned that art has become something of the masses in contrast to the past where art was selective and personal. The implications of their beliefs are formulated through the dogma "culture Industry". This culture industry is the fruit of the system that has been globalized throughout the world: capitalism. Capitalism revolves around the concept of consuming. More people consuming means more money and more capital. This principle has become engrained in society to a great extent, and has been perceived in the film industry through romantic comedies.  Romantic comedies manipulates the audience into becoming docile, henceforth easy to manipulate. Furthermore there is a removal of intellect through these movies as no thought is forged through these movies. Pathos is the essential driver of these movies, meaning emotional beliefs are the only drivers of focus in these genre. Moreover people tend to follow the imagery presented in the movies presented, therefore consumerism is enhanced as people only focus on leisures and not intellectual stimulation. 

    Essentially capitalism has reinforced the appeal of Romantic comedies and has pushed for a manipulation of masses, the result of reproduction of the same thing is a pleasure for people, and it revokes the politcal imagination. In some sense, it is a form of loop that is constantly recreated and people are happily conforming. Nevertheless Horkheimer and Adorno beliefs were a bit extreme, but essentially true. However there is an important message behind the culture industry that can be valued. The message that is important is that the gap between classes shrink everyday because of this culture industry.