Uses and Gratifications of Vampire Fiction
The way that audiences have consumed vampire fiction has changed dramatically over the years and with it, so has the reason why people watch vampire fiction and become involved in the vampire world.
Personal identity has become a large part of why people watch vampire fiction as the modern, deeply personal story lines connect with audiences in a way that traditional vampire films such as Dracula or Nosferatu never did. Audiences, particularly teens choose to insert themselves into the world of vampires to distinguish themselves as an individual. The most recent example of this, is the Twilight Saga. Twilight has integrated itself as a part of modern teen culture in a way that could only be rivalled by the likes of Buffy. This is largely due to it’s relatable, yet aspirational characters and twisting love story. Audiences have such an affiliation with the character’s in Twilight, they have split into two rival camps; ‘Team Edward’ and ‘Team Jacob’. Based on the Twilight love triangle and the traditional rivalry between vampires and werewolves, fans separate between themselves into these teams often by wearing clothing offered by fansites, with phrases like “TEAM EDWARD (except when Jacob is shirtless)”.
The Vampire Diaries website has a merchandise store, from which you can buy the full boxset of DVDs, mugs and t shirts with The Vampire Diaries logos and characters on. iPhone cases with three of the main character, Stefan, Damien and Elena. Fans can order personalised merchandise by adding their name or even their own photos to put them right next to the stars.
Closely linked to the idea of personal identity, is the theory that people watch TV as a form of social interaction. Because audiences use vampires fiction as a form of individualism, groups of vampire fans often socialise together, linked by their mutual interest in the genre. Series like Buffy, which focusses on high school life, could be used by the...