Page 121 - A Handbook Genre Studies in Mass Media

CHAPTER 5

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Cultural Context

Overview

Genres reflect cultural attitudes, values, behaviors, preoccupations, and
myths. How does this work? Popular programming reflects a level of ac-
ceptance and shared values among large numbers of people. People tend
to watch programs that meet their approval. If we are truly offended by
violent programs, we will not watch them. Within this context, a popular
genre can furnish perspective into the prevailing cultural, historical, politi-
cal, economic, religious, and legal sensibilities of a country. For instance,
examining a program belonging to the classic detective caper genre can
provide insight into the following areas of cultural interests:
• Defining a country’s heroes and villains, in terms of social class,
gender, race, and ethnicity
• Identifying the groups that comprise the criminal element
• Exploring criminal behaviors of particular societal concern
• Analyzing the relationship between “justice” and the legal system
• Conveying messages about human nature (i.e., good and evil in
humans)
• Revealing the relationship between crime and social class, gender,
race, and ethnicity
At the same time, media messages are reinforced through the count-
less hours of media programming that repeat, directly or indirectly, the
cultural script. To illustrate, in 1999, the World Championship Wrestling
(WCW) television series (WTBS) introduced the gay character Lenny to
its cast of wrestlers. The Lenny character exploited the homophobia of
the audience and, indeed, of the culture as a whole. Described by reporter
Lisa de Moraes as “a pigtailed, body-glitter-adorned, ultra-fey wrestler,”
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Lenny was an object of hate and derision as he entered the ring. The script
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