Adaptacja filmowa jako dominujący typ lektury pierwowzoru
xmlui.dri2xhtml.METS-1.0.item-citation: Annales Universitatis Paedagogicae Cracoviensis. 135, Studia de Cultura 5 (2013), s. -93
commodification of reading
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According to aesthetic sociologism, film is the result of socio-economic determinants, and its shape is determined by the ideology of the group expressing itself. As addressed to a wide audience, it refers to the stereotypes and ideological matrices more than literature. Its reproduction is made easier by distribution by electronic media and the collective nature of production and reception. According to Industry-centric Adaptation Model, adapted texts represent secondary senders and gain new ideological meanings. The adaptation turns out to be a commodification of reading. It is inscribed in the needs of broadcasters and previously formed viewers’ expectations by the choice of actors dictated by their earlier roles, the use of humor, and the ideological function of colour and lighting. Ideological significance is also shaped by the music and the use, or lack of use of the native language of individual characters. Inscriptions on video copies are adjusted to customers’ expectations within linguistic and cultural circles. Functioning of the film camera determines that each film is deposited in the paradigms of Western civilization. When the reading is preceded by watching, ideological matrices can affect the reception of the book.