In regards to affect studies, the concept of a “structure of feeling” was initially coined by Raymond Williams in his text “The Long Revolution” (1961). It refers to how one’s emotional and spiritual experience is determined by our external and contextual environment. As a result, these feelings are communicated via media and digital platforms, and is articulated in a lot of mainstream film. Cultural shifts and challenges are what determine how an audience reacts to certain themes and techniques. For example, often the use of nostalgia in media (especially advertising) can produce an emotional reaction within audiences, even persuading them to buy certain products in the hope of returning to a “simpler time.” Large-scale corporations such as McDonald’s have frequently utilised this principle in their advertising. For example, their recent advertisement (McDonald’s 50th Birthday) emphasises that their food reminds people of their childhood; it takes place in a 1980’s-style restaurant, familiar to a large percentage of adults, with young children celebrating a birthday in old fashioned clothing. This specific aesthetic choice implies that there is an element of nostalgia which McDonald’s advertising relies upon, as it creates a sense of ‘home’ and child-like atmosphere which a lot of viewers can relate to. It maintains a sense of rigid, neutral timelessness, regardless of societal changes which may be happening; a reliable food chain which people have enjoyed for years. More specifically to film, the digital techniques which illustrate a “structure of feeling” can be a lot more subtle and detailed; effects such as vertigo or shakiness can convey a chaotic, unstable environment which is absorbed by the viewer. Film and media can reach specific feelings and emotions within a person through a variety of stylistic and aesthetic techniques.

EVE MCCABE EAGER

Williams, R. (1961). The long revolution. London: Chatto & Windus.

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