Pursuing “Generation Snowflake”: Mr. Robot and the USA Network’s Mission for Millennials

Abstract

U.S. basic cable channels are increasingly directing their brands toward millennials due to the increased economic importance of this demographic group. This article contributes to scholarship on basic cable economics and scripted programming by providing insight into how the institutional prioritization of millennials is shaping commissioning and marketing strategies in the sector. Using the USA Network drama series Mr. Robot (2015–present) as a case study, it demonstrates how widespread assumptions within media culture concerning millennial viewers’ personalities, preferences, and behaviors are influencing approaches to basic cable series narrative and promotion, and—accordingly—informing channel brand identities. It argues that these assumptions are influencing channels to (1) develop brands around programming that can be perceived to have social value, (2) amplify stereotypes of millennials as “digital natives” and “snowflakes,” and (3) circulate marketing material that presumes millennials’ familiarity with online technology and deemphasizes the promotional purpose of such content.