Page 38 - A Handbook Genre Studies in Mass Media

PROCESS

Table 2.1
Subgenres

Crime Reality shows Talk shows
Super cop Transformation Evening talk shows
Spy Environment Therapy shows (e.g., Dr. Phil)
Detective Voyeuristic
Gangster Matchmaking
Competition
In the American media-market-driven system, the audience has
emerged as a primary consideration in the communication process. Over
time, the media market has become so large that it is now profitable to
direct messages at specialized interests, tastes, and groups. Chris Albre-
cht, chairman of HBO, points out that

the first thing you need is a plan, a target for your business model. And
that’s not just, how much are you going to spend and what are you going
to charge the advertisers, but whom [sic] are you going after? More and
more, that question determines a lot of what people are programming. 32

For instance, the reality subgenre featuring the Elimination Contest has
been reconfigured to appeal to audiences with the following interests:

• Art (The Art Scholar)
• Politics (American Candidate)
• Business (The Apprentice, The Law Firm)
• Fashion (Project Runway)
• Music (American Idol)
• Social status (I Want to Be a Hilton)
• Acting (I Want to Be a Soap Star)

Indeed, entire cable TV networks now cater to the interests of sub-
cultures. For instance, the Cooking Channel is entirely dedicated to the
culinary arts. The network carries programming that focuses on ethnic
cooking, regional food preparation, and dietary-based menus (such as
vegetarian or low-carb dishes). In addition to providing recipes, the
hosts furnish information about the cultures that give rise to one cuisine
or another.

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