Horror Fiction: The Appeal of the Need for Affiliation

Copyright 2018 by Gary L. Pullman

Stephen King's novels are prime examples of horror fiction that appeals to readers' need for affiliation. Many of his books primarily concern an individual child (Carrie, The Girl Who Loved Tom Gordon, Christine) or a group of individuals, often children (It) who've been rejected by their peers. (Sometimes, as in Under the Dome, 'Salem's Lot, Desperation, and The Regulators, the group consists of both adult and adolescent members.) His recurring theme seems to be that, in humanity's struggles against evil, brotherly love saves the day. When such love is absent, as in Carrie, the ultimate result is catastrophic; when present, as in most of King's novels, the “good guys” triumph.

According to Jib Fowles, whether a person feels included in or excluded by his or her social peers, advertisements which appeal to the need for affiliation are effective. In the former case, an advertisement's “images of companionship are compensation for what Americans privately lack”; in the latter instance, these images are affirmations of their fellowship with others. The same, it would seem, is apt to be true of fiction's portrayal of affiliated characters or the lack thereof in such instances as that of Carrie White.

Affiliation is more complex than it may seem. Quoting psychologist Henry Murray, Fowles writes:

. . . the need for affiliation consists of 24 desires “to draw near and enjoyably cooperate or reciprocate with another; to please and win affection of another; to adhere and remain loyal to a friend.” The manifestations of this motive can be segmented into several different types of affiliation, beginning with romance.

In King's novels, there is little romance; he tends to focus on cooperation, reciprocation, and loyalty, which is more relevant to the adolescent characters typical of his fiction. Even when adults play a relatively important part, as they do in such novels as Desperation, 'Salem's Lot, Under the Dome, and others, there is usually little or no romance between them. His families tend to be dysfunctional, as in Carrie, The Shining, Under the Dome, It, and others. King's main approach to employing the need for affiliation in his novels is friendship. 
 

Dean Koontz's theme is the same as King's: against evil, brotherly love will save the day. Unlike King, however, Koontz populates his fiction mostly with adults. When children are present, they're usually in the charge of an adult, rather than acting on their own, as King's more autonomous adolescents typically are. At least insofar as his earlier work is concerned (I stopped reading Koontz when he trotted out his Odd Thomas series), an alpha male and a damsel in distress are brought together through dangerous circumstances that appear, at first, to stem from different origins but are revealed to have sprung from the same cause, often the malevolent motives of a powerful cabal, government organization, or sociopathic serial killer (Chase, Whispers, The Eyes of Darkness, Midnight, The Good Guy).

Whether through friendships among children rejected by their peers or romance between a couple whom shared dangers unite against a common foe, the fiction of both King and Koontz, respectively, tap the need for affiliation Fowles identities as one of the fifteen such 'basic needs” that unite and motivate people everywhere. These writers' use of this appeal is one of the reasons their fiction is probably routinely on bestsellers' lists.

Horror Fiction: The Appeal of the Need for Sex

Copyright 2018 by Gary L. Pullman

As we saw in the last post (the first in this series), Jib Fowles identifies 15 basic appeals used in advertising. These same appeals, we argue, are frequently employed in horror fiction; indeed, their presence in horror novels and movies accounts for much of the appeal of these types of fiction.

In this post, we'll take a look at the appeal to readers' or viewers' need for sex. The fulfillment of the “needs for,” as opposed to the “needs to” on Fowles's list, require the presence or participation of another person or persons besides oneself. While it is possible to satisfy oneself sexually, by masturbation or other means, to find true sexual fulfillment, one requires a partner (or, some might contend, partners), whether of the male, the female, both, or another gender.

In horror, the need for sex characteristically involves perversion. Since all communication is reducible to seven basic questions, the forms of sexual perversion about which horror writers may write take seven possible types of forms. (A type, as we're using it, means a sexual behavioral set identifiable by shared characteristics.) These types of perversion (i. e., a deviation, corruption, or distortion of the original nature of purpose of a person, place, or thing) can be subsumed under these questions:

Who?

What?

When?

Where?

How?

Why?

How many? or How much?

We can further refine these questions by associating each of them with specific referents:

Who?	What?	When?	Where?	How?	Why?	How many? or How much?
Agent (actor)	Object	Age, time or duration	Location	Method, process, or technique	Cause, motive, or purpose	Quantity (in volume or number)

Let's add a couple more rows, identifying an example of a horror novel or movie that perverts human sexuality by deviating from, corrupting, or distorting the original nature of purpose of a person, place, or thing involved in sexual behavior:

Who?	What?	When?	Where?	How?	Why?	How many? or How much?
Agent (actor)	Object	Age, time, occasion, or duration	Location	Method, process, or technique	Cause, motive, or purpose	Quantity (in volume or number)
Demon Seed (1973 novel; 1977 film)	The Exorcist (1973)	Maleus Maleficarum (1487)*	The Devils of Loudon (1952 novel; 1972 film [The Devils])	Alien (1979)	Rosemary's Baby (1967 novel; 1968 film)	The Devils of Loudon (1952 novel; 1972 film [The Devils])
A computer becomes a woman's sexual partner.	Regan MacNeil, the possessed girl, masturbates with a crucifix.	A demon, having assumed a female form, spends so long in intercourse with her victim that she absolutely drains him of semen and he thereafter dies.	Naked nuns conduct sexual orgies in a convent.	Parasitic pregnancy ends in the fetus's bursting through the human host's abdomen.	After being raped by a demon, Rosemary Wood-house conceives a demonic child.	Naked nuns conduct sexual orgies in a convent.

As the above table shows, the same movie may contain two (or more) of these types of sexual perversion: The Devils of Loudon (1952 novel; 1972 film [The Devils]) contains orgies involving many individuals participating simultaneously in various sex acts; it also takes place in a convent. Likewise, these types of perversions can vary in how they are represented.

For example, a perverse location need not be a geographical place or an architectural space (a convent); it could be an anatomical site, as in Teeth (2008), in which a young woman discovers that she has two sets of teeth, one in her mouth, the other in her vagina. Other possible variations? One's partner could be a poltergeist, as in The Entity (1982) (Who?); human corpses, as in the necrophilia scenes in the novel Under the Dome (2009) (What?); or a man transformed into metal kills his girlfriend after his penis becomes a power drill, as in Tetsuo:The Iron Man (1989) (How?).

Writers are limited pretty much only by their imaginations, their sense of morality, their personal taste, and the law of the land. Publishing houses will print and distribute just about anything that promises to make a buck. It seems unlikely, though, that the majority of readers or viewers are likely to have a need for extreme types of sex, even when it occurs in horror stories.

* Although the Malleus Maleficarum is a book—a manual for prosecuting witchcraft trials—rather than a novel or a movie, it contains supposed accounts of demonic sex, one of which suggests such a long-lasting (and fatal) encounter between a succubus and “her” victim, a hermit, that the hermit was completely drained of his semen:

When he [the hermit] was done and had arisen, the demon said to him, “behold what you have done, for I am not a girl or a woman but a demon,” and at once he disappeared from view, while the hermit remained absolutely astonished. And because the demon, with his great power, had withdrawn a very great quantity of semen, the hermit was permanently dried up, so that he died at the end of a month's time.

One can imagine the use of this description of demonic sexual activity as the basis for a terrifying sex scene in a horror novel or movie!

Note: For you may also want to read my post “Note: You may want to read “Bentley Little: Aberrant Sex as Symbolic of the nature of Sin.”

The 15 basic Appeals of Horror Fiction

Copyright 2018 by Gary L.Pullman

Jib Fowles helped thousands of people better understand how advertisements, print and otherwise, manipulate viewers using fifteen basic appeals to various desires, emotions, and needs. He characterized five of these needs as “needs to,” eight others are “needs for.” Generally speaking, people can satisfy “needs to” on their own, but they require the participation or, at least, the presence of others to fulfill “needs for.”

Fowles identifies these “needs to”:

The need to aggress.

The need to escape.

The need to feel safe.

The need to nurture.

The need to satisfy curiosity.

The “needs for” are:

The need for aesthetic sensations.

The need for affiliation.

The need for attention.

The need for autonomy.

The need to dominate.

The need for guidance.

The need for prominence.

The need for sex.

The fifteenth basic need is a group, the physiological needs, which include the needs for food, drink, sleep, and so forth.

His essay explains in detail each of these needs and provides several examples of each type of appeal advertisements make in promoting their products.

The same fifteen basic needs make horror novels, short stories, and movies appealing to their readers and viewers. Let's take a look at these needs, in regard to horror novels and movies, in the same order in which Fowles himself discusses these needs in relation to the appeal of advertisements, as we cut back and forth between the two analyses.

* * *

1. The Need for Sex

Only a small percentage of ads appeal to sex, because such an appeal can overwhelm the product being advertised. As Fowles says, “it is too blaring and tends to obliterate product information. Nudity in advertising has the effect of reducing brand recall.” In other words, sex and nudity are distracting, and they are more memorable than the product they supposedly promote.

Whether or not an ad containing nudity or sexual imagery actually evokes the need for sex depends on the context of the nudity or sexual images. Such an ad in Playboy magazine, aimed at men, may be an appeal to the need for sex, but one featuring a scantily dressed young woman and aimed at other young women is more likely an appeal to the need for attention.

2. The Need for Affiliation

The need for affiliation is the need to belong, to be part of a group. In a positive approach, such ads often show a person surrounded by friends or family members whose affection and loyalty are valued. Ads may also appeal to the need for affiliation by taking a negative approach and showing it as absent or as threatened” “If we don't use Scope, we'll have the 'Ugh!' Morning Breath' that causes the male and female models [in the ad] to avert their faces [from one another].” Ads also show the solutions to such problems—the products featured in the ads.

There are “several types of affiliation”: romance, courtship (dating), family togetherness, and friendship. The AT&T telephone ad that encouraged people to “reach out and touch someone” appeals to the need for affiliation.

3. The Need to Nurture.

The need to nurture is the need “to take care of small, defenseless creatures,” such as children and pets. Taking care of children and pets can involve feeding, helping, supporting, consoling, protecting, comforting, nursing, healing, and guiding them. Both men and women have the need to nurture.

4. The Need for Guidance

The need for guidance is the opposite of the need to nurture. These pitches are made by celebrities; fantasy figures (the Green Giant, Betty Crocker, Mr. Goodwrench); authority figures, real and imagined (“When E. F. Hutton talks, people listen”); or icons of “tradition or custom” or of “American history.” Kool-Aid appeals to the need for guidance through tradition, stating, “You loved it [Kool-Aid] as a kid. You trust it as a mother.”

5. The Need to Aggress

Everyone has the need to behave aggressively, to aggress. Ads that appeal to this need must be careful, in doing so, not to alienate consumers so that they do not turn “public opinion . . . against what is being sold.” Jack-in-the-Box offended customers by destroying the company's mascot, the Jack-in-the-box, until the violence was “toned down.”

6. The Need to Achieve

Ads that appeal to this need evoke the need to excel, to “accomplish something difficult” by overcoming “obstacles . . . . surpass others,” and “attain a high standard.” Athletes are often featured in such ads. However, ads may create their own “role models,” as Dewar's Scotch ads do in their profiles of successful people.

Ads based on the need to achieve often use superlatives: “best,” first,” “finest,” to suggest the “need to succeed.” Ads for sales and bargains also belong in this category, because they suggest that one has seized “an opportunity” and come “out ahead of others.”

7. The Need to Dominate

Fowles sees the need to dominate as a “craving to be powerful—perhaps omnipotent.” This need, he suggests, can be associated with “the need to . . . control one's environment' and a desire for “clout.”

Like the other needs, this one is universal, as applicable to women as it is to men.

8. The Need for Prominence.

This need, says Fowles, is related to “the need to be admired and respected, to enjoy prestige and high social status.” Wealth does not have to symbolize prominence, as Fowles points out by referencing the American Express advertisement, in which 'we learn that the prominent person is not so prominent without his American Express card.”

9. The Need for Attention.

Distinguishing the need for attention form the need for prominence, Fowles points out that the former concerns the need to be “looked up to”; the latter, to “the need to be looked at.” he cites a Brooke Shields advertisement in which the actress wears Calvin Klein jeans not so that men will pursue her, but so that she will stand out from other young women.

10. The Need for Autonomy

We tend to want to do things our own way, to be independent and to set our own tasks, according to our own agendas. “ The focus here is upon the independence and integrity of the individual,” Fowles says, and it is opposite to the need for guidance.

11. The Need to Escape.

“Escape” can be actual, literal escape or to figuratively and emotionally escape from the responsibilities and routines of everyday life. The latter type of escape is motivated by a search for pleasure and the freedom to do as we please. The need to escape can include other people besides oneself; a group can escape together as easily as a solitary individual.

12. The Need to Feel Safe

It's only natural to want to feel safe, and advertisements can appeal to this need directly, by showing models who are safe, or indirectly, by showing models who are in danger, because, even when we're at risk, we feel the need to be safe. Product durability often plays upon this need, as do references to natural ingredients.

13. The Need for Aesthetic Sensations.

“Aesthetic” refers to persons, places, or things that are beautiful or otherwise bring pleasure. Everyone has a need to see, hear, smell, taste, or touch beautiful objects, visit beautiful places, meet beautiful people, and dine on delicious food. Anything that satisfies the need for aesthetic sensations can be used to make this type of appeal.

14. The Need to Satisfy Curiosity.

This need involves “a need for information” and addresses people's natural sense of curiosity. In advertisements, Fowles says, “ Trivia, percentages, observations counter to conventional wisdom . . . all help [to] sell products,” and “any advertisement in a question-and-answer format is strumming this need.”

15. Physiological Needs.

Physiological needs are the needs of the body: food, drink, and sleep, among them. Many food advertisements make this basic appeal.

Styles

Fowles also identifies three “styles” that many advertisements employ to influence “the way a basic appeal is presented”: humor, celebrity endorsements, and “time imagery.”

Although humor can backfire, overwhelming the advertisement's message or offending people, “softer appeals” using a humorous approach can be effective.

Celebrity endorsements can backfire when celebrities behave obnoxiously or offend people, but this approach can work well; it allows famous men and women to “introduce” a sponsor's product, using one or more of the basic appeals, such as the need for guidance, the need to achieve, the need for aesthetic sensations, the need for affiliation, and the need to escape.

Time imagery can supply advertisers with historical heroes, traditions, and artwork, appealing to such needs as those for achievement, guidance, aesthetic sensations, affiliation, and escape. Nostalgia, the fond remembrance of times past, is an example of a time imagery approach.

* * *

How does Fowles's analysis pertain to horror fiction? We offer examples in upcoming posts.

Doctors of Death

Copyright 2018 by Gary L. Pullman

“When a doctor goes wrong, he is the first among criminals.” – Sherlock Holmes, “The Speckled Band”

Some believe Jack the Ripper was a medical doctor, perhaps a surgeon. Other serial killers are known to have practiced medicine, include H. H. Holmes, Harold Shipman, Michael Swango, Marcel Petiot, Shirō Ishii, John Bodkin Adams, Josef Menegle, Robert George Clements, Thomas Neill Cream, Louay Omar Mohammed ai-Taei, Maxim Petrov, and Kermit Gosnell.

As Sherlock Holmes (okay, Sir Arthur Conan Doyle) observes, medical doctors make splendid criminals. They have the knowledge, the discipline, and the skill to kill, but they also often present the persona of a caring and humanitarian professional in whose hands patients are well-advised to place not only their trust, but also their lives. In fact, their victims often come to them, as patients who are both physically and emotionally vulnerable. They look upon their doctors as their best hopes for survival. Ironically, “when a doctor goes wrong,” he or she is apt to be just the opposite. Alas, patients sometimes learn too late that their trusted physician or surgeon is, in fact, a cold-blooded killer.

Horror movies have featured their share of diabolical doctors, some of whom are researchers, others of whom are medical practitioners or surgeons. Dr. Jekyll, of Robert Louis Stevenson's novel The Strange Case of Dr. Jekyll and Mr. Hyde, (1886) appears to be a chemist; Dr. Moreau, of H. G. Wells's novel The Island of Dr. Moreau (1896), is a physiologist and vivisectionist; and Dr. Griffin*, of H. G. Wells's novel The Invisible Man (1897), is an optics researcher. (Mary Shelley's Victor von Frankenstein is not a doctor, but an amateur scientist of sorts. Likewise, Dr. Anton Phibes [of the 1972 movie The Abominable Dr. Phibes] is not a medical doctor; he has degrees in music and theology, one of which is a doctorate.)

Several other novels and movies also feature doctors of one type or another, but the ones we've identified are sufficient for our (or, rather, Sherlock Holmes's) thesis: “When a doctor goes wrong, he is the first among criminals.”

* * *

Dr. Jekyll

In creating the dual character of Dr. Jekyll and Mr. Hyde, Stevenson seems to have separated the private person from his persona. The former is the public face, the persona, presented to the world; the latter, the private person, known only to himself (and not entirely known, even then).

All of us are Dr. Jekyll and Mr. Hyde. We have private selves and public selves, and these split aspects of our personalities are not always in synchronization with one another. Privately, we desire and fantasize and, perhaps, in some ways act upon less-than-honorable, or even shameful, impulses and proclivities which, in our public lives, we would never dare to acknowledge, much less entertain or act upon.

We are hypocrites, all—or would be, had society not, in its wisdom, allowed us to a differentiate between our private lives, wherein ignominious and disgraceful thoughts, feelings, and secret behaviors are allowed without penalty, as long as they harm no one, and our public lives, wherein we are expected to conform to the mores, traditions, customs, and laws of civilized society.

Wanting to kill, or even entertaining fantasies about murdering, another person is permissible to us in our private lives, the lives that our counterparts to Mr. Hyde live, but such ideas, emotions, and dreams are strictly forbidden to us in our public lives, the lives of our Dr. Jekyll dopplegangers live.

In crossing the line between the private hell of his personal life and the public life of affected propriety, Stevenson's protagonist committed a horror more horrible than the murders he perpetrated. Stevenson's novel is a cautionary tale: this far, one may go, but not a step farther. The boundary between the vile, secret self and the acceptable persona must be respected at all costs. When it is, murders and other immoral acts are unlikely to occur; the monster within is kept at bay.

Dr. Moreau

As we point out in another post, mixing human and animal perverts both natures, dehumanizing the former while objectifying the latter. Men and women, like animals, are better off as men and women or as animals than they would be as manimals or womanimals. By being hybridized as chimeras, neither human nor animal is improved.

Compared to humans animals are not, by nature, very bright. They live mostly by instinct, unable to comprehend the ways of men and women, whom, according to scientists, they regard as alpha members of the pack of which they themselves are lesser members. Unfortunately, with intelligence comes the capacities for treachery, infidelity, malice aforethought, and all manner of other evils. There are no innocent adults, and even children are often cruel to one another. They do not need teachers; such cruelty comes naturally to them. An animal, especially a domesticated one, is more innocent than any child.

By mixing humans and beasts, as Dr. Moreau did, both are made different and are devalued in the process. Indirectly, through is hybrid creatures, Dr. Moreau causes the deaths of others, but his greater crime is the immorality of vivisection as the means he employs for grafting human beings and animals. His means to his ends set him apart in his villainy, just as does Dr. Jekyll's means to his ends set him apart for the same reason.

Dr. Griffin

Humans depend upon their five senses to perceive the world. Primarily, they depend upon sight. To render oneself or anything else invisible is to eliminate the sense of sight, at least as it concerns the persons or objects made invisible. Invisibility blinds us, and blindness hampers our powers to conduct reconnaissance or surveillance and to protect ourselves and defend others. To confer invisibility upon someone or something is to disable those who are thus deprived sight of the person or thing made invisible.

To use a unique and extraordinarily effective ability against others, leaving them vulnerable and defenseless is tantamount to betrayal. Dr. Griffin's invisibility allows him to accomplish just such an immoral act. Instead of using his power to benefit others, he abuses it, even committing acts of murder. Again, his ends to his means is worse than the deaths he inflicts upon his victims, because these ends set him apart from his peers as not only ruthless but also inhuman.

* * *

Stevenson and Wells, although not, perhaps, in the first rank of literature, many might contend, are, nonetheless, superior to the vast majority of writers of their time or, indeed, of any time. The quality of their writing, its urbane and sophisticated style, the subtlety of their novels' various themes, their superb craftsmanship, their attention to detail, and the unhurried manner of their narratives, in which, most often, structure and function are so perfectly balanced as to appear to be one and the same thing, make their stories of such a character that the morality of the tales are not overwhelmed by the sensationalism of their plots. Directly, or by proxy, Dr. Jekyll, Dr. Moreau, and Dr. Griffin are serial murderers. Although their criminal deeds are described in lurid detail, the murders they commit, as extravagant as they are, do not cloud the moral implications of their heinous acts.