The 95th academy awards is set to air on March 12th, but most UW students will not be tuning in. Iconic broadcasts programs like the Oscars have seen record lows in viewership over the past 10 years.
The Academy Awards began in 1927 as a way to honor achievements in the new medium of motion picture. Since its first radio broadcast in 1930, the Oscars have become a staple in the pop culture calendar and are considered to be one of the most prestigious arts awards in existence.
Despite its well established relevance in the cultural zeitgeist, the Oscars continues to be listed low on younger generation’s watchlists– even as these same populations continue to support the film industry both in theaters and online.
A survey conducted by the Branding Iron via Instagram asked UW students if they still watch the Oscars. Of the 57 responses, 77% revealed they do not, 14% said they might, and only 9% shared they still tune in.
Aftyn Spalding, one of the 77%, is a finance major and self described movie enthusiast. She said she does go to the theaters often, but does not watch the Oscars.
“I’ve seen the nominations, but I don’t think I’ve ever physically, like, watched one.”
Microbiology senior Leah Bernstein does not describe herself as a “movie person”. Already on her 6th rewatch of the hit FOX show House M.D, she rarely engages with new media and cannot remember ever watching the Oscars.
“I think the last movie I saw was Megamind? I think when I do go to the movies, it’s like something a child would enjoy. ” Leah said.
“I think, you know, things in life can be kind of heavy. If I’m going to spend my time, I would like to do something light and fun. Maybe that’s kind of childish.”
Beyond a lack of interest, many students even expressed levels of disdain with the Academy as an institution. Theater major John Eleshuk opposed certain principles of the practice of awards shows.
“[the Oscars are] an institutionalization of art that I don’t entirely agree with.” he said, “It’s just that big award ceremonies like that add legitimacy to the idea that there is a particular correct opinion about arts,
Fellow Theater Major Jaime Craynon echoed a similar distaste for the practice of awarding popularity.
“I’ve seen so many talented, hardworking, deserving actors passed up for popular ones, it’s just a hyped up popularity contest,” Gaynon said.
Another motivating factor in this attention switch may be the types of movies Gen Z cares about, and crucially, the nostalgia factor.
All those interviewed mentioned an affinity for the familiar– films from childhood, high fantasy, animation, and reboots of classics that represent the characteristics of the highest grossing movies in the past decade.
Generation Z, as young adults, may be neither able nor willing to engage with traditional “Oscar Bait” war movies and heart wrenching dramas, as Eleshuk said.
“We see war and school shootings daily on the news. Even though a lot of these films can be very good and hard hitting, like Dunkirk (2017), they are a little less popular now because of that reason.”
Gen Z attraction to “kids” films, like the Disney classic The Lion King, may be because they allow us to understand harsher realities at a greater aesthetic distance.
“Looking at a lion cub singing songs in a Savanna setting, we can have our emotional distance but still through him we can still deal with the death of a father, with responsibility,” Eleshuk said.
With greater access to film in the convenience of a cell phone, the film industry’s younger audiences have unprecedented choice in what media they consume, and how. It remains to be seen if institutions like the Emmys, Grammys, and Oscars will adapt to the new media frontier or fade to memory.
