How does Stranger Things offer different pleasures around nostalgia for audiences aged 18-21 & 35-45

Introduction:

Stranger Things is Netflix’s second most popular original television show; I want to investigate why audiences are appealed to watching a television show based in the 80’s rather than modern day. By using an audience reception as a methodology I can discover why the feeling of nostalgia is a popular feeling whilst watching the show. The 1980’s era has proved to be very popular among current television shows such as ‘This Is Us’ and ‘The Goldbergs’. It is interesting to develop an understanding as to why there is an appeal of looking back at an era that is so different to how we live now. The show has been proven to be popular among a wide range of ages, suggesting it is not only the older generation that lived during the 80’s who enjoy it, but also the new generations. However, there is a debate to what extent the show is original and plays ‘homage’ to the 80’s rather than being a remake. This is due to the show constantly using intertextuality to 80’s pop culture. I will be investigating in how this appeals to the audience or whether or not it puts some audiences off. The characters used are significant as they portray similar traits too iconic 80’s films and use popular actors such as Winona Ryder. It will be noteworthy to explore how Stranger Things has been able to stay original rather than plagiarise 1980’s classics.

Literature Review:

Audiences play an important part in how well a television series will succeed. Therefore, the directors and producers need to ensure themselves that their show will fulfil the needs of their audience. Today the competition is very high, with more streaming sites becoming available and their back-catalogues increasing competition in the television world has never been. Their goal is to have a thing that makes themselves unique from any other television show. This is where Stranger Things has succeeded, they have been able to create a show with a niche genre that is based in the 80’s. We have recently seen an increase in media texts looking back at the 80’s era.

Audiences enjoy texts for a reason, they aren’t passive subjects but are active and enjoy to receive gratification from television shows. Blumer and Katz in 1974 began their research to provide evidence that audiences are active. Their uses and gratifications approach “is concentrated on attempts to provide explanations of the ways in which audience motives, expectations and media behaviours are interconnected” (Bostrom, 2012, pg. 20). We instead receive gratifications from the media as they fulfil our needs. Blumer and Katz discuss how one can fulfil their needs from television due to the gratifications we receive. The gratifications range from self-esteem, social interaction, escapism, entertainment and informative. They argued that these gratifications are able to “release tension and reduce anxiety” (Blumler and Katz, 1974, p.g 514). The theory has many similarities to Maslow's hierarchy of needs, in the terms that we seek for fulfilment in our lives and in this case television is a way.

Nostalgia is a feeling we have whilst looking back at the past. To understand how audiences how felt nostalgic due to Stranger Things I must firstly conduct research into why audiences seek for nostalgia for a television text. Holak and Havlena conducted a study in the 90’s to have a better understanding of nostalgia. “Nostalgia may evoke memories of peaceful, pleasant times, or of times of tension and turmoil” (Holak and Havlena, 1992). We usually feel nostalgic as we are going through a transition or an important time in our lives. Therefore, we may resort to looking back at a piece of our childhood for comfort. Era and past experiences “evoke nostalgic feelings” (Holak and Havlena, 1992), therefore it is argued that one who was not present during that era cannot relate back to that time. Holak and Havlena conducted a study to see what themes prompt us to have the nostalgic thoughts. Family and friends was an important theme that the people related back to, they’re people who you experience memories with. Therefore, when reminded your mind is able to take you back. When participants talked about childhood friends, they often commented that discussing their childhood made the feel “young and carefree” (Holak and Havlena, 1992) again. They were able to conclude that “nostalgia often involved transitional periods” (Holak and Havlena, 1992). This study is relevant as I’ll be able to use it to have a better understanding as to why the Stranger Things audience enjoy watching a television series that is based in a different time period.

Movies play an important role in our life, they are often defining a period in our lives, “They have a sense of place and time even though they bear no necessary ontological relationship to the material world” (Sperb, 2015). Jason Sperb argues that we enjoy looking back particularly at Hollywood movies because “rebuilds the lost home and patch up memory gaps” (Sperb, 2015). This is called restorative nostalgia, as audiences are using the films to patch up parts of their memory that they don’t remember. The movies are able to take them back to their childhood, the films trigger memories. Hollywood in particular love looking back at their own history. Therefore, it makes sense for them to recreate media texts that are based in the past. The Hollywood movies themselves are iconic and they represent America during the time period they are filmed in. We particularly enjoy films that look at our past, films that are based on previous eras let the older generations reflect on their childhood, they are “pilgrimages to rediscover these places provide opportunities to physically (...) mentally inhabit these objects of nostalgia.” Due to web 2.0 we are now able to share our desire for nostalgia online with people who share the same interests.

Intertextuality contributes towards the nostalgia that is recurring throughout media texts. Intertextuality is essentially one text referring to another, it could either be subtle or very obvious. They text could either be a pastiche, where the work of another is celebrated such as paying homage or a parody which usually mocks the other text that they are referring to. Intertextuality comes in different forms. Optional this is when the technique being used pays homage to the artist they are referring to, however it may not be obvious or have any direct link to the text. Jeremy Hawthorn uses semiology to explain how intertextuality works and is recognised by the audience, “repetition is perceived not as an obsessive fixation but rather as the method whereby signs elicit meaning” (Simmons, Stape and Hawthorn, 2011). Intertextuality can be established in a text when an object poses prior meanings, the object may have become iconic due to its previous use in earlier movie. It is important to understand that these were not accidently put in place as “authorial intention is unavoidable”. Accidental is where there was no intentional reference but the reader themselves are able to develop an understanding as they link it to their own experience. (Simmons, Stape and Hawthorn, 2011)

Methodology

I have specifically chosen to conduct an audience reception research approach. I believed this was an appropriate methodological approach to understand why the audience enjoy looking back at the 80’s era and how it contributed towards to the mass success of Stranger Things. A focus group would enable me to examine how a television series can have an effect on the audience, in this case feel nostalgic. A focus group involves me finding a group of people that have watched the first season of Stranger Things, the purpose of a focus group is to “gain information about their views and experiences of a topic” (Gibbs, 1997). Before asking the questions I would get all participants to watch the first episode together. I chose to have two groups as it would allow me to examine if there are differences between the two generations. The older generations grew up during the same time Stranger Things was based. Stranger Things proved to be popular among all ages, however I want to investigate why the younger generations who were not around during the 80’s are still able to enjoy the web-series.

Focus groups are useful as you have the opportunity to see people’s perspectives whom come from different backgrounds, the participants are able to bounce their thoughts and opinions from one another. Research shows that participants are more likely to open up due to the interaction with one another (Gibbs, 1997). You can also gain a large amount of information in a shorter time rather than individual interviews. If I was to observe the participants whilst watching the series they may not reveal all that they’re thinking, whereas questions often prompt thoughts. Seeing the different age groups interact could also spark a debate or a discussion, both age groups grew up very differently as the older generation grew up without technology such the internet and mobile phones. However, there are many limitations. People may feel limited to the amount that they can contribute, as other voices could be heard more than others, therefore not all participants are actively getting involved (Gibbs, 1997). The participants also may be easily influenced by other people's opinions, thus resulting in the results not portraying an accurate representation. To keep the focus group ethical, it is important to reassure the participants that any information spoken about that they don’t want published but that what they are speaking about will be published. It is important to stay honest throughout the approach and make the reason for the focus group clear.

I will also discuss moral panics, a theory theorised by Stanley Cohen (Cohen, 2011). Moral panics is this idea that the media can exaggerate and manipulate an event to cause panic across the country, they are often supported by stereotypes. The moral panic can have an effect on the media that we consume such as the news, film and television. In terms of the 80’s there was a group of people who in America were afraid of the game Dungeons and Dragons. I’m hoping to investigate how this may have affected the Duffer Brothers decisions on the story lines and the effect on the audience watching.

Analysis

Audiences were able to effortlessly recognise the references to the 80’s pop culture, from the music, clothes, actors and even the title sequence. I asked the audience directly “When watching Stranger Things how well were you able to pick out and notice when a 80’s reference was purposely being applied to the text and did you understand their context?”. The majority of the focus group were able to apply their knowledge of 80’s pop culture to Stranger Things and could easily recognise where they had purposely implemented 80’s references. Raj Kaur answered “All of the time, it was very heavy on referencing the 80s, but mostly in reference to American 80s culture and movies. Also the use of title sequence with the music using a Synth sound track and the font reminded me of the 80’s”. In general, the older focus group were able to correctly recognise the references more than the younger generation. Harjeevan Johal said “I did not understand many of the references or why they were relevant to the context, I personally don’t think it relied on 80’ references. Psychologically I blocked them out, I guess I wasn't looking out for them.” Harjeevan later goes on to discuss how it was an era he was not familiar with due to it being based on American 80’s culture. Although the younger generations were not able to understand the references they could still appreciate the homage to 80s pop culture. Intertextuality enables the audience to recognise where the directors are paying homage to the 80’s pop culture, “the broadcasting structures must yield encoded messages in the form of a meaningful discourse” (Durham and Kellner, 2012. Pg 165). The directors have purposely encoded these messages for the audience to dissect, as the intertextuality can explain the story in a great context. Jonathen Gray is able to explain why the younger generation may not feel as nostalgic as the older generation. The reader's job is to decode a message however, due to their age the of their “context of reception, frequently inflicts what meanings that reader will ‘find’ in the text” (Gray, 2012, pg.22). This gives the audience as sense of self-satisfaction as they’re able to recognise the purpose of the text.

Stranger Things mise-en-scene (Gibbs, 2002, pg.2) accurately represents the 80’s aesthetic. The clothes, hair and props such as the arcade games all contribute towards showing a true representation of the 80’s era. These objects withhold signs that take the audience back to the 80’s as they are reminded of their childhood. Semiotics explains that an object withholds meanings (Nöth, 1994, pg.80). For example, when asking the audience how the series made them feel nostalgic they often referred to the mise-en-scene. Ricky Smith Said “The style of their hair reminded me very well of 80’s fashion. The brands that they are seen wearing were very popular when I was growing up such as Nike Cortez and Converse”. The brands signify the fashion of the 80’s as the fashion isn’t necessarily similar to modern day. Another signifier that it’s based in the 80’s is the board game Dungeon and Dragons. Dungeon and Dragons (D&G) was a popular game in the 80’s, it was the “first true roleplaying game (...) it was estimated that the game had been played by over 20 million people” (BBC, 2014). This use of D&G appealed to the younger audience “It was interesting to see the audience play a board game, as I grew up with screens” said Symran Palak. Although Symran could not relate, the idea of playing a board game was alien to her. Raj however remembers the media coverage of the game. “I thought it was ironic that they played a game which obviously influenced the narrative. I remember at one-time people believed the game was linked with witchcraft”. During the 80’s there was a moral panic that the board game could lead to people going missing and their deaths (BBC, 2014). Cohan also discusses that “In the mi-1980’s (...) a succession of highly publicized child deaths under more ‘ordinary’ circumstances” (Cohen, 2011, pg.14). This relates well to the narrative of the series where Will Byers goes missing on his way home after playing D&G.The game therefore foreshadows what may happen later. This is creates nostalgia for the audience as it is a crucial part of 80’s gaming history. Dungeons and Dragons was not a respected game and was often associated with nerds. “It’s nice to now see the board game feature in a mainstream show” said Sarbjit Samra The adults are now able to look back at their childhood with pride, the adults through the kids can look back at their younger selves as they feel full-filled that they are reaching towards self-actualization (Sze, 2015), as “The students who played D&D in the 1980s are now grown up into respectable careers” (BBC, 2014).

The narrative has a similar structure to the 80’s films that the audience remembers. The familiarity resonates with the audiences as they’re reminded of their childhood films. I asked the audience what their opinions were on the portrayal of the characters. Sarbjit said “They reminded me of my childhood, it’s interesting to watch their innocence, it reminds me of a simpler time as the kids have no hidden agenda”. In response Dylan said “Yeah, each of the characters have a similar trait to Steven Spielberg’s characters and even though I grew up from a different generation I can still relate to the kids”. Medhurst argues stereotypes are used as a way to shorthand identify characters, we’re able to recognise the characters place in the films and identify with them (Joy et al., 2007). Propp believes there are 8 character roles, hero, villain, princess, donor, false hero, dispatcher, father, helper (Bamberg, 2007). This is so the bring instant familiarity to the audience. Although both Stranger Things doesn’t necessarily follow all the character roles, 80’s films such as Stand by me and Goonies have created a pattern. They’re all outcasts, none of the main characters display any signs of popularity at school. “Spielberg obviously is a huge influence on us ” (Fienberg, 2017) said the Duffer Brothers. The kids are relatable, each character has an experience that the audience relate to such as bullying, friendship and relationships. My focus group all agreed that they enjoyed looking back at their childhood, “I think anyone who had a good childhood enjoys the opportunity to look back” said Mick. Audiences are actively able to see themselves as the characters. The 18-21 year olds are more likely to look back at their childhood as they’re going through a transitioning stage (Batcho, 2017).

The idea that the audience are attracted by the innocence of the characters is interesting as the characters are faced with a supernatural object, Eleven and the Demogorgon. This displays a similar theme to Spielberg's films such as E.T. The characters do not ‘other’ Eleven, they see her as one of them. The audience are therefore reminded of their childhood as it’s portraying a similar meaning to a beloved 80’s film. When asked why they loved looking back at the 80’s so much Raj replied “It was an easier time, you were carefree and didn’t have anything to worry about”. The kids in stranger things portray a similar attitude, they show no fear to Eleven as they befriend her and are able to stand up for themselves against an Alien creature.

Conclusion:

To conclude Stranger Things offers the form of nostalgia in many different ways. The Characters used were purposely chosen and scripted as they reflected those from iconic 80’s movies. The audiences were able to relate with the characters even though they were older because they could see themselves within the characters. The focus groups also spoke about how the audience could even relate to the older characters such as Winonas character as they portray similar forms of their current selves. The props and mise-en-scene was accurate throughout the television series. The focus group would constantly refer to how they could easily identify it was set in the 80’s due to the clothing, brands, hair, and music. The board game Dungeons and Dragons was an iconic board game for 80’s kids that the older focus group could relate to. As they remember also being seen as outcasts in society as the audience. The homage to Spielberg did not go unnoticed. Many of the focus group were able to reflect back on their childhood. The Duffer Brothers were able to subconsciously assure themselves success. Stranger Things originally targeted a niche audience of sci-fi, 80’s fanatics. However, they were able to attract a mainstream audience through the audiences seek in gratifications of nostalgia. If I was to take this research further I would conduct a discourse analysis to understand in depth how the series is able to so correctly pay homage to the 1980’s pop culture. More research also needs to be done into understanding how television is able to create nostalgic feelings.

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