The Release of Prisoners of Award Shows

by Rebekah Santana

At one point in time, award shows were some of the most-watched television programs of all time. Now, these shows are struggling with decreasing viewers annually. With the creation of the internet, people were able to find niche communities that differed from the mainstream more easily than ever before. Instead of only watching what’s on cable, the internet became the place to hear about new movies and television shows. Word of mouth is a really powerful tool of persuasion that can now be easily amplified online. Even at the beginning of the internet, people were able to find movie and show reviews, which was just the start. Before the internet and social media, the institutions and organizations running these shows dictated who and what was worthy of an award. The American people never got a ballot in the mail to vote, of course – a group of mysterious powerful people simply get to decide for the masses what is award-worthy. When these awards shows were first created, the public had limited ways to find popular movies and television shows, so watching the awards was enjoyable, and a way to find out about the best movies and shows out now.

Social media absolutely amplified the gap between the public and award shows. With the right marketing, or the right viral review, movies and television shows can become massive hits with millions of viewers. All that can now be done without traditional media sources, yet award shows are still choosing projects that are not consistent with what is actually popular, or mainstream. I just looked at the academy award winners from 2022, and I think I only know of one of the films listed – which proves my point.

Streaming services are another large reason that award shows are dying. It seems like more people have streaming services than just cable. It seems like so long ago when I was victim to whatever was on cable television and the dvds in my house. Cable television has set schedules, created by the companies. With streaming services, we’re able to choose from a variety of films and television at our leisure, with no hassle. There are also several movies and televisions shows that would have never gone to theaters, or aired, yet have gained huge fanbases. Most people don’t care about these award shows, and on top of that, don’t have cable. Those two things coupled together means that most people won’t go out of their way to find a way to stream it wherever it may be online.

With the rise of the internet, social media, and streaming services, award shows have become obsolete. The internet has given the people more of a voice than ever with the opportunity to find things they truly like rather than what they are told to like. This is a common theme now that people are able to speak, be heard, and hear from others. Social media creates a larger dialogue within our culture and the ability to hear from people that are just like you. Nobody wants to be told what to believe, think, or feel, by a bunch of rich people whose faces you’ve never seen. It doesn’t seem so trustworthy coming from an institution or organization of elites. Why do politicians appeal to the masses with the “plain folk” persuasive tactic? They want to make people feel like one of them. On social media, most people are just your common person, so their opinions seem more trustworthy. At some point, these award shows will have to adapt to the times, or create spectacles at their shows to garner viewership. There needs to be a large reworking of the show for it to succeed in our culture now, but I don’t think they will be able to survive it unless they have an amazing communiations team.