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We Absolutely Need Social Activism at the Oscars — and More
The Gold Medal, formerly known as the Photoplay Magazine Medal of Honor, preceded the Oscar as a symbol of recognition awarded to a motion picture considered worthy of high regard. However, the Oscars have been established as both a serious institution that is an authority on taste, as well as a star-studded ceremonial show of glamour, image creation, and in more recent times, social commentary. One of the instances of the intellectualization of the film industry finds its roots in the origin of the Oscars — the establishment of the Academy of Motion Picture Arts and Sciences (AMPAS). Founded in 1927, it introduced the presentation of awards in 1929 and by 1930, exclusive academy members were bestowed the ability to nominate and vote on films for consideration.
However, this event can also be perceived as a meeting point of marketing campaigns, for it is laced with public relations and branding efforts. This goes beyond red carpet photo-ops, for the aim of the Oscars, like several other awards programs, has been to “build positive brand awareness, popular acclaim and formal political support for the major Hollywood distributors”, but has also been described as a “crucial marketing tool for the consolidation of the globalized American film industry’s hegemony”. The key words here being “hegemony” and the oxymoron that is the “globalized…
