Page 138 - A Handbook Genre Studies in Mass Media

CULTURAL CONTEXT

for the production in English of telenovelas and other formats shown by
Telemundo, its Spanish-language subsidiary. ABC has adapted Yo Soy
Betty La Fea (Ugly Betty), a blockbuster Colombian telenovela.
Examining formulaic variations in popular genres can provide insight
into the cultural sensibility of a country. At times, the formula and format
must adapt to differences in cultures. To illustrate, the French adaptation of
the children’s series Sesame Street contained several significant differences
from the American original. As Alexandre Michelin, programming director
for France 5 explains, “We had to adapt it to keep ‘Sesame Street’ values
and ours, finding a way to make it work with French issues.” Consequently,
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in 5 Rue Sésame two major characters from the American original were
eliminated. Kermit the Frog was dropped, since a “frog” is a disparaging
term for the French. Big Bird was also dropped, because the producers felt
that the yellow bird’s quiet demeanor was not distinctive enough for the
French audience. Michelin explained, “We had the feeling that it was a little
bit too sweet, too nice. We need some irony. It’s very difficult to evaluate,
but we have the feeling that in France we can be a little edgier.” 37
The plot may also furnish insight into a country’s distinctive social
system. To illustrate, Ekulu (1994), a film produced in Nigeria about an
African slave and a white woman who freed him, tells the story of how
they become outcasts and are forced to flee into the jungle.
The popularity of a particular genre may also serve as an indication
of the cultural tastes, attitudes, and preoccupations of a country. Elaine
Sciolino provides this example about Iranian films:
Today, Iranian films fall into a number of categories. One is the commer-
cially popular junk film—the slapstick comedy or adventure film about
murders or mummies. Another is the propaganda film, the kind that is
shown on government-owned Iran Air’s foreign flights and that invariably
depicts a character gone wrong who is redeemed through prayer and the
power of the Islamic Republic. 38

Comparing versions of a program produced in different countries also
can provide insight into the customs and mores of each culture. To illus-
trate, the premise of the reality show Big Brother is the same in Holland
and the United States: a group of ten young people are placed in living
quarters, and the programs focus on their group dynamics. However,
the Dutch version of the series is much more open with respect to sex,
including scenes of the cast showering and having sexual encounters.
A genre also furnishes perspective into the impact of political events on a

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