Images of addiction: Representations of addictions in films

Abstract

The dominant sociological image of addiction as lack of will or loss of control is connected with the expectations of individual self-control in modern societies. This article suggests a richer typology of images of addiction on the basis of the semiotic theory of modalities, focalisation and the “secret”. It centres around four modal groups: willing, competence, ability and obligation. A film clip archive on smoking, drinking, drug use and gambling was used to illustrate the model. Competence is often involved in drug scenes showing people celebrating their social skills and sense of authenticity. It is also a theme in gambling scenes. Obligation, especially loyalty to others, plays a role in various addiction-related scenes. Focalisation and the theme of the secret emphasise the interactive dimensions of addictions. Focus on willing alone biases views of addiction in individualistic and isolationistic way. Addiction is the negation of agency, involving all modal competences.

• Addiction
• representations
• films
• content analysis
• modalities

Notes

Notes

1. PRIME stands for plans, responses, impulses/inhibitions, motives and evaluations.

2. In many languages the vertical image of “high” means more, for example, high fever, high speed or highly intelligent.

3. In theoretical terms, the concept “images” implies an implosion of the traditional distinction between the signifier and the signified in a sign (Maffesoli 1993, Ch. 1).

4. In the original, schema (Greimas and Courtès 1979, p. 231; Greimas 1983, pp. 67–92) is designated as virtual and competence as actual modalities. This results from the French semantics for “savoir” (which means to know; and to be able to). The present classification suits better my purposes here.