In the last two chapters of our textbook titled, "Gender, Race, and Class in the Media", (how clever it has the same title as our course...hehe), it took an in depth look into media ownership and family shows that promote companies advertisers products. After completing these two chapters, I had a funny thought/epiphany that the conservative Disney corporation, is supporting gay families. I came to this conclusion because Disney owns the network ABC, and ABC's biggest primetime comedy show is "Modern Family". "Modern Family", is a show about one large somewhat dysfunctional family that deal with real life situations and miscommunications. The family that they show highlights is one about two men who adopted an Asian baby. They go through the ups and downs of having a toddler and keeping their marriage stable. These two are complete opposites and it is always interesting to watch them argue over little things that seem important to the other person.
Though the show is highly entertaining, gets good reviews from critics, and receives great ratings which helps make the network a lot of money. I still wonder if the Disney corporation backs the programs message about acceptance and promote gay lifestyle. In Chapter Three of our text there was a quote that I found particularly interesting, "Advertisers incorporated their message into urban ethnic working-class comedies through indirect and direct means" (pg 28), which means Disney's advertisers use "Modern Family", to promote certain products that could assist in the sales. Does that also mean that "Modern Family" is just used for its money making potential or is the shows concept taken seriously enough to push the boundaries of social norm.
I would like to believe that Disney produced this series because they want the audience to engage in different family structures, and maybe get over some biases that have resulted. from certain prejudices. But, with the show making a lot of money and from what I have read about the capitalist perspective in media conglomerates, I am sure as the consumer and audience we will never truly know Disney's ultimate message behind, "Modern Family". I would like to believe that Disney is becoming more liberal and expanding their perspectives to reach a wide range of people.
Advertisers identified gay couples as a lucrative market, perhaps 20-30 years ago, because many were "dinks" (double income, no kids). In the first edition of our book, there was a chapter that analyzed how some advertising had dual messages to reach both straight and gay audiences. The codes were subtle enough that straight audiences were oblivious to the hidden messages, while gay audiences got it. Modern Family reminds me of this strategy, except the program is not so oblique. The characters are openly gay.
ReplyDeleteIt seems Disney has been supportive of gay rights for years. It had (still has?) "Gay Days" at Disney World, provides employee benefits for same-sex partners, and ABC produced Ellen, who came out as lesbian on her show.