Cultural Indsutries (Hesmondhalgh) - 'Humans'

Cultural Industries in ‘Humans’

Hesmondhalgh’s theory of cultural industries is first used in the advertising and marketing of ‘Humans’ through their use of stars and celebrities. Multiple actors in ‘Humans’ have been in other successful products, this creates an association and sense of familiarity for the audience. It also brings in different audience members. ‘Humans’ attracts members who enjoy Channel 4 programmes, who enjoy dystopian ideas and members who are familiar with the actors. An example of a famous actor in ‘Humans’ is William Hurt who plays George. William Hurt is an American actor, this therefore brings in fans from America and expands the industry of ‘Humans’. Other famous characters include Colin Morgan who plays Leo in ‘Humans’ but has also had roles in ‘Merlin’. The genre link between ‘Humans’ and ‘Merlin’ of fantasy and dystopian will draw in more audience members.

The theory of cultural industries is further used through the use of Channel 4 and aMC. Both of these are large television producers and have a reputation of good content and successful shows. The placing of ‘Humans’ on these ensures to the audience that the programme will be of a high standard and worth watching. Moreover, both channels are accessible and on television which makes it easy for most watches to watch, if the programme was on a services provider, for example, Netflix there may be some restriction in who can view the show. The programme is also produced by a global industry and is a vertically integrated company. Kudos which is commissioned by Channel 4 and aMC is a part of the Endemol Shine Company which has its own companies all over the world. The links between companies and producers allows the show to expand its brand all over the world and to different television channels. This increases the size of the audience and the success of the show.

Finally, the theory applies through the use of the genre. ‘Humans’ has a sci-fi genre with the idea of a dystopian universe. The marketing of the ‘Humans’ world being real enhances the idea of it being dystopian. Sci-fi is a familiar genre and has a large following. This once again, grows the audience and expands to new members. ‘Humans’ also has a family drama twist enhancing the story line and further reaching more watchers. The use of a familiar genre creates a feeling of nostalgia and safety, promising the audience they will enjoy the show. This is further reflected as the show was a take on another series ‘Real Humans’ which also was very successful. These reusable ideas creates a sense of familiarity for the audience and comfort. The concept of the show is something that is new and exciting but not so far from what the audience know that people are scared and ‘put off’.