Page 124 - A Handbook Genre Studies in Mass Media

CULTURAL CONTEXT

• A majority of twelfth grade girls were unhappy with their body
weight and shape. This discontentment was strongly related to the
frequency of reading fashion magazines. 8

Within this context, transformational reality programs promise to give
people a total change, based on physical enhancements. In I Want a Famous
Face (MTV), which targets an adolescent audience, young people undergo
plastic surgery to look like their idols. The premise of this subgenre—that
happiness stems from looking like a famous person—raises serious ques-
tions about the source of identity and self-worth in American culture.

Celebrities

From the heyday of fan magazines in the 1940s to today’s cable channels
like E-Network and the Fashion Channel, the genre of celebrity journal-
ism reflects the public’s fascination with the celebrity lifestyle. Indeed,
while more “serious” publications such as newsweeklies and men’s titles
declined during the first six months of 2005, celebrity magazines actually
increased their circulation. 9
Celebrity weeklies are increasingly popular among teenage girls. Dur-
ing the first six months of 2005, 23 percent of teen girls reported having
read US Weekly, compared with only 6 percent in 2000. Ken Baker, West
Coast executive editor at US Weekly, declares, “Celebrity has become
the most powerful marketing tool. Teens identify with them and maybe
aspire to look like them. The celebrities are brought down to a human
level now, and it almost makes them more powerful.” 10
The genre of reality programs demonstrates what people are willing to
sacrifice to become famous. One reality subgenre follows the exploits of
ex-celebrities who are no longer in the public spotlight. This exposure im-
mediately transformed these people back into minor celebrities—even if
their notoriety stems from looking foolish in front of a large audience.

Crime

The world of crime and criminals is truly a cultural preoccupation in
the United States. Mobster genre and police drama focus on crime and
criminals, from different points of view. Further, crime is integrated into
the storylines of many popular genres, including action/adventure stories
and the evening news.

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