Page 140 - A Handbook Genre Studies in Mass Media

CULTURAL CONTEXT

interest. Consequently, identifying trends that transcend individual genres
is an indication of how widespread the attitudes are within a culture.
To illustrate, the gay and lesbian subculture has been introduced to
television audiences through several different genres:

• Musical variety shows: The Liberace Show, 1952–55. Pianist Lib-
erace starred in this program, produced during the early television
era. Liberace was not explicitly “out” as gay. Indeed, he was adored
for his charm, good looks, and flair.
• Game shows: The Hollywood Squares (1966–82), The Match Game
(1962–69). Paul Lynde and Charles Nelson Reilly were panelists
on these shows. Lynde and Reilly were not singled out as homo-
sexuals. Instead, their witty, outrageous personas were popular with
mainstream audiences.
• Sitcoms: All in the Family (1971–79). This highly successful sitcom
featured Archie Bunker, a bigot whose outbursts against women,
African Americans, and homosexuals were so outrageous and ig-
norant that they exposed the folly of these forms of prejudice.
• Evening soap opera: Soap (1977–81). Billy Crystal’s performance
as a gay character in this outrageous series was so controversial that
the producers of the show had to scramble to find advertisers.
• Reality shows: Queer Eye for the Straight Guy (2003– ). This show
has turned conventional attitudes on its head. A crew of style experts
(who are gay) are the norm, transforming nerdy straight men into
social respectability. Thus, the straight men are deficient, while the
gay males are in control.

Lines of Inquiry

1. Genre analysis can provide perspective into issues of interest and
concern to the intended audience. Select a sample of programs
belonging to a particular genre. What does the genre reveal with
regard to cultural attitudes, values, behaviors, preoccupations, or
myths?
2. Contrast two genric programs from different eras as a way to identify
corresponding changes in the culture.
3. One way to identify cultural preoccupations is to examine the top-
ics, guests, and themes that appear in a group of programs within
a genre. Conduct an analysis of one of the following genres:

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