American Prime-time Research Articles

Profiles in ambiguity: how three 1960s American TV dramas “broached the unbroachable”—Vietnam

ABSTRACT Although American prime-time TV in the 1960s witnessed an “eruption” of comedies and dramas with military or combat settings, series television, like big-screen Hollywood films, virtually never dealt with Vietnam, ostensibly because the topic was “too hot” or “toxic.” Yet three overlooked series of the period did engage the war, with relative levels of explicitness and critique: Route 66 (1960–64), The Lieutenant (1963–64), and I Spy (1965–68). This paper analyzes the ways each of these dramas represented the Vietnam War, probes the implicit and explicit ideological positions each show articulated (or avoided), and offers a more nuanced account of the historical and industrial context that shaped and constrained the treatment of Vietnam in American prime-time television storytelling.

Marketing mortality? Healthy vs. unhealthy food in television advertising

Abstract Background Cardiovascular disease has been the leading killer of Americans since the Spanish flu pandemic of 1918, despite recent COVID-19 mortality. During this global pandemic, the social distancing and stay-at-home requests, there was increased television (TV) engagement, and media marketing has become more impactful in modifying consumer behaviors. Purpose We evaluated the healthfulness of food marketing in the United States (US), based on TV commercials most frequently aired on American primetime networks during the COVID-19 pandemic. Methods We reviewed a total of 104 TV commercials between 2020–2021 on network and cable programs dividing them into 4 categories: 1) fast-food chains, 2) brand-recognized individual items, 3) grocery chains, and 4) home-delivery meals. The food items displayed in each commercial were recorded and scored based on the previously validated healthful versus unhealthful nutrition scoring system (Sajita, et al., JACC 2017), assigning either positive or negative values for each food item in the commercial. Results We found that 58% of the commercials advertised food from fast-food chains (mean score = −2.82, indicating an average of nearly 3 more unhealthy items than healthy items per commercial), 27% were brand-recognized individual items (−0.86), 9% were grocery chains (−0.90), and 6% were for home-delivery meals (−0.33), with significant differences noted between fast-food and individual items, home deliveries and grocery chains (each p<0.0001). Conclusions This study demonstrated that commercial TV in the US routinely promotes the consumption of foods that are known in published medical literature to be unhealthy, particularly those underpinning cardiovascular disease and its risk factors. In order to prevent an increase in cardiovascular mortality during and after this global pandemic, we suggest regulation and or legislation to curtail the frequency and/or content of these commercials, and consider a ban on such advertising to children, similar to that previously employed in Canada and the European Union. Funding Acknowledgement Type of funding sources: None.

Dressed for Work: The Sartorial Representations of Working Women in Early 21st-Century American Primetime Dramas

The present study is theoretically located in the field of critical feminist studies of the representation of women in the mass media. It discusses the ways in which working women characters construct and express their occupational identity in selected American primetime TV dramas of the early 21st century. The observed strategies, which range from highly restricted self-expression to unbridled sartorial liberty, appear to be heavily correlated with the prestige of the presented occupations and their levels of masculinization/feminization. Moreover, the self-limiting sartorial choices of high-achieving professional women, frequently containing their femininity, result from the competitive nature of prestigious yet traditionally male-gendered occupations. However, it is also pointed out that working women are generally depicted as determined to accentuate the physical aspects of their femininity regardless of the established dress code or traditional gendering of their occupations. Thus, the sartorial choices made by the female characters at the workplace serve in the analyzed TV shows as symbolic manifestations of women’s growing confidence as players on the job market in their own right.

Marketing Cardiovascular Mortality? Healthy vs. Unhealthy Food in Television Advertising

Background:Cardiovascular disease has been the leading killer of Americans since the Spanish flu pandemic of 1918. During the SARS-CoV-2 pandemic, social distancing and stay-at-home requests, there has been increased television (TV) engagement, and marketing has become more impactful in modifying consumer behaviors.
 Objective: We evaluated the healthfulness of food marketing, based on commercials most frequently aired on American primetime networks during the SARS-CoV-2 pandemic.
 Methods:We reviewed a total of 104 TV commercials, 89 chosen randomly during TV watching and 14 targeted to enrich the sample with the leading quick service restaurants (“fast-food chains”). The commercials fell into 4 categories: 1) fast-food chains, 2) brand-recognized individual items, 3) grocery chains, and 4) home-delivery meals. The food items displayed in each commercial were recorded and scored based on the previously validated healthful versus unhealthful nutrition scoring system, assigning either positive or negative values for each food item in the commercial.
 Results:We found that 58% of the commercials advertised fast-food chains (mean score = -3.1, i.e., 3.1 more unhealthy than healthy items per commercial), while 27% were brand-recognized individual items (-0.82), 9% were grocery chains (-0.4), and 6% were for home-delivery meals (0.83); each was less unhealthy than fast-food (p< 0.0001).
 Conclusions:Commercial TV in the US routinely promotes the consumption of foods that are known to be unhealthy, particularly those underpinning cardiovascular disease and its risk factors. Regulation and/or legislation to curtail the frequency and/or content of these commercials, and consider a ban on such advertising to children, similar to that previously employed in Canada and the European Union.

Surgeons, surgeries, and operating rooms in television medical series

The longest-running American prime-time television medical series, Grey’s Anatomy represents a society in which gender is not a potential career barrier in surgery. Focusing on an iconic scene of the series, this article brings media studies together with the history- and philosophy of surgery to provide a qualitative analysis of this portrayal on three levels: surgical procedure, protagonist, and place. Following previous studies on medical drama series, the theoretical framework of the article is cultivation theory. Some elements of the genre – like the realistic hospital setting and the authentic usage of medical jargon – might strengthen the likelihood of content cultivation. Finally, I discuss the potential positive and negative effects of the way how this popular series depict female surgical careers.

Diversity and age stereotypes in portrayals of older adults in popular American primetime television series

AbstractTo examine the prevalence and diversity of older adults on primetime television, and age stereotyping in these portrayals, we analysed the contents of 112 episodes of popular American television series aired between 2004 and 2018. We identified 6.6 per cent of characters as aged 65 and older – a slight improvement to the values reported in previous studies. However, older adult characters are still grossly under-represented, considering the actual proportion of older adults in the general population of the United States of America. Further, the typical older character was young-old, male, Caucasian, middle-class, able-bodied and straight – if his sexuality was referenced. Older women still face double discrimination in media representations. In addition, older adult characters with ethnicities other than Caucasian and African American are virtually invisible in primetime fiction series. Similarly, old-old characters, sexual minorities and persons with disabilities are particularly rare among older adult characters in this type of programming. Finally, portrayals of 51.9 per cent of characters included at least some elements of age stereotypes, most of which were positive. The most commonly applied positive and negative stereotypes were found to be the golden ager and the shrew, respectively. The findings are discussed in the context of the dominant discourse of ageing and the potential implications of how various social groups perceive ageing and older adults.

FR02-14 ACCURACY OF UROLOGIC CONDITIONS PORTRAYED ON GREYʼS ANATOMY

INTRODUCTION AND OBJECTIVE: Benign and malignant urologic conditions are becoming increasingly prevalent in the aging population. However, studies have demonstrated that the general public often has little knowledge or insight into the field of urology or the role of a urologist (Gagnon 2009, Barayan 2011). One way to reach a large audience and increase the public’s awareness is through increased representation on medical television shows. Grey’s Anatomy is the longest running American primetime medical drama series (2005 to present) with an average of almost 20 million viewers for the first few seasons. In this study, we investigated the context, frequency, and accuracy of urologic conditions on Grey’s Anatomy to better understand how the field of urology is portrayed on this popular show. METHODS: We reviewed detailed plot synopses for each episode of the first 15 seasons of Grey’s Anatomy for common urologic keywords including kidney, prostate, bladder, penis, urethra, testicle, scrotum, stone, incontinence, prolapse, urine, catheter, retention, and urology. Episodes with urologic references were then screened and the urologic conditions, outcomes, and treatments were recorded. The medical accuracy of the conditions and treatments were agreed upon by two reviewing physicians. RESULTS: We identified a total of 21 urologic events across 15 seasons and 342 episodes of Grey’s Anatomy. This corresponds to an average of 1.4 urologic condition per season or one urologic condition for every 16.3 episodes. A total of 43% (9/21) of the conditions were related to the male penis or urethra (Table 1). The remainder were related to the kidney (19%), bladder (19%), testicle/scrotum (10%), prostate (5%) or other (5%). The portrayal of these conditions and the associated treatments were considered to be medically accurate within reason 62% (13/21) of the time. The show’s main urologist was introduced in the 8th season so most of the urologic surgeries in the prior episodes were performed by general surgeons and plastic surgeons. CONCLUSIONS: Urologic conditions are infrequently represented on Grey’s Anatomy and over half of the references were related to external male genitalia. There is significant room for improvement to increase the portrayal of common urologic conditions and malignancies to improve the public’s awareness and perception of our specialty.Source of Funding: None

Patriarchal Masculinity’s Seductive Valorization and Attraction : Post Second-Wave Gender Politics Renegotiated on Scandal (ABC, 2011- ) and The Good Wife (CBS, 2009-2016)

This paper explores the representation of gender in The Good Wife and Scandal, two American primetime television series, which, pursuant to feminist gains, showcase heroines who are very intelligent and powerful. These series are a site of negotiation between discourses that valorize certain aspects of patriarchal masculinity– notably the power, social success and sex appeal of the patriarchal man –and oppositional feminist discourses.

Sexual Socialization Messages in Television Programming Produced for Adolescents

This study examined sexual content in American prime-time programs popular among the tween (9–14 years of age) audience on broadcast networks and programs aired on the most popular adolescent TV networks—an understudied area of media research. Consistent with past research, the majority of broadcast shows contained sexual talk and behaviors, as did adolescent shows. No significant difference was observed between the two types of shows regarding the frequency with which sexual behaviors were presented in a given hour of TV programming. The amount of scene focus paid to sexual themes varied, but studio audiences were almost always heard positively reinforcing these messages. The findings are discussed with respect to social cognitive and cultivation theories.

Trends in Urological Direct-to-Consumer Advertising during Prime-Time Television News Programs

IntroductionThe purpose of this study is to characterize contemporary trends in direct-to-consumer advertising of urological pharmaceutical products on American prime-time television programs. Television is the highest expenditure segment of the consumer drug marketing industry. The extent of advertising in urology and its potential impact on patients are not well understood. MethodsWe retrospectively analyzed an indexed database of prime-time news broadcasts on 5 national networks in the United States. The database was queried with the names of 77 urological pharmaceutical products to identify all commercials that aired during a 36-month period between 2010 and 2013. Noncommercial segments were excluded. Descriptive and linear regression analysis was performed. ResultsWe analyzed 4,574 broadcasts, representing 3,067.5 hours of prime-time television. A total of 2,068 commercials for 8 products and 4 urological indications were aired, including sildenafil and tadalafil for erectile dysfunction; 2 testosterone products for hypogonadism; fesoterodine, oxybutynin and solifenacin for overactive bladder; and sipuleucel-T for metastatic castration resistant prostate cancer. Commercials for male oriented indications accounted for 90% of the sample. At least 1 urological advertisement was contained in 1,744 broadcasts (38%). The introduction of television marketing for newly approved testosterone supplementation products in 2012 corresponded to strongly linear growth in overall urological advertising, reaching peak levels in 2013. ConclusionsUrological pharmaceutical products have been consistently advertised on television. Commercials have extensively targeted male oriented indications. Viewers of national news programs were exposed to urological advertising during about 40% of broadcasts with steadily increasing exposure since 2012. Providers should be aware of these trends to contextualize demand and monitor prescribing patterns.

Silencing nonstandard speakers: A content analysis of accent portrayals on American primetime television

AbstractAccent is a potent cue to social categorization and stereotyping. An important agent of accent-based stereotype socialization is the media. The present study is the first quantitative content analysis to comprehensively examine accent portrayals on American primetime television. We focused our analysis on portrayals of Standard American (SA), Nonstandard American (NSA), Foreign-Anglo (FA), and Foreign-Other (FO) accents. Results provide clear evidence that American media's portrayals of different accents are biased, reflecting pervasive societal stereotypes. Whereas SA and FA speakers are over-represented on television, NSA and FO speakers are effectivelysilenced, by virtue of their sheer absence and gross under-representation. Moreover, when NSA and FO speakers do rarely appear on television, they tend to be portrayed less favorably on status-related traits and physical appearance than SA and FA speakers. These findings provide insight into the potential influence of media consumption on consumers’ social perceptions of different linguistic groups. (Accents, media, language attitudes, stereotypes, content analysis)*

La parodia en la comedia animada estadounidense de prime time. El caso de la sitcom

La comedia animada estadounidense de prime time se caracteriza por basar su estructura narrativa en la parodia de otros géneros y formatos, principalmente la sitcom. A través del análisis textual, esta investigación examina las estrategias paródicas que emplea la comedia animada para transformar los elementos narrativos que definen a la sitcom: finales felices, estructura cíclica, personajes estereotipados y risas enlatadas. El estudio concluye que la parodia televisiva, representada por las comedias animadas, funciona como herramienta de reflexión y revisión de los contenidos de ficción y entretenimiento.

Fairly Legal: A Canadian Perspective on the Creation of a Primetime Mediator

In this chapter I examine Fairly Legal, the first North American prime-time television series focused on mediation. Through thick description I explore the similarities and differences between the dispute resolution literature's understanding of mediation and how mediation is portrayed on Fairly Legal, concluding that television's depiction does not comport with the mediation literature, theory, or best practices. Fairly Legal may lead scholars to question whether it is appropriate in real life to sidestep proper mediation practice to obtain just, good results for disputing parties.

Portrayal of organ donation and transplantation on American primetime television

Recently, both living and deceased organ donation rates have hit a plateau, despite increases in need for viable organs. One approach to improve donation rate is public education and policy; thus, it is necessary to understand the information the public is receiving regarding organ donation. We hypothesized that primetime medical dramas portray organ donation and transplantation in a negative manner. We compiled data on all primetime medical drama episodes with transplant themes from November 2008 through June 2010 and assessed depictions of organ donors and transplant candidates. Positive and negative thematic elements surrounding the process and individuals involved were also identified. One hundred and fifty-five million and 145 million households watched episodes containing any negative message and any positive message, respectively. Episodes containing only negative messages had over twice the household viewership per episode compared to episodes containing only positive messages (8.4 million vs. 4.1 million, p = 0.01). Widespread exposure to these representations may reinforce public misconceptions of transplantation. The transplant community should consider the popularity of medical dramas as an opportunity to impact the perception of organ donation and transplantation for millions of Americans.

Four Decades of Violent Content on Prime-Time Network Programming: A Longitudinal Meta-Analytic Review

This paper uses longitudinal meta-analysis to review 57 content analyses that examined the frequency of violent content on American prime-time network programming between 1960 and 2002. The overall sample is composed of 4,988 hours of broadcasts from 32 seasons. The frequency per hour of most of the expressions of physical aggression, body harm violence as well as exploitative violence, shows a cubic pattern with 2 peaks: in the late 1970s and in the mid-1990s. The demographic composition of violent characters, namely, the share of women and White people among violence perpetrators, fluctuated similarly with the exception of smaller alterations. The discussion suggests sociological, historical, and industry-related explanations to the findings and concludes that throughout most of the years covered in this meta-analysis, TV violence could not be regarded as an accurate indicator of societal violence.

Three Decades of Sexual Content on Prime-Time Network Programming: A Longitudinal Meta-Analytic Review

This paper uses meta-analysis to review 25 content analyses that examined the frequency of sexual content on American prime-time network programming between 1975 and 2004. The overall sample is composed 2,558 hours of broadcasts from 18 seasons. The frequency per hour of most of the sexual contents consistently decreased over the years. This is particularly notable for dialogues about sex and normative heterosexual conduct, but it is also true for illegal sexual interactions and messages about risks and responsibilities in sexual behavior. Homosexuality is an exception, as its frequency increased considerably over the past 2 decades. Methodological and socioeconomic explanations are discussed.

The History of "Travelers": Recycling in American Prime Time Network Programming

This study introduces the term "travelers" to describe programs that move from one broadcast network to another. Travelers represent a form of television recycling common to the television industry, which has used over three times as many travelers as spin-offs. This article examines and accounts for the history and use of travelers over a fifty-year period: their initial popularity with networks and sponsors in the 1950s their decline in the 1970s and 198Os, and their resurgence in the 1990s. Travelers have become an increasingly important television programming tool as broad- cast networks compete for market share.

An enduring schema: the image of the Chinese in American prime time television dramas

This study implements an in-depth investigation about the image of the Chinese presented in American prime time television dramas. Content analysis was utilized to record the portrayal of the Chinese in terms of characteristics, demographic attributes, and fiction al interactions with European-Americans. To compare different representations, comparable European-American television characters selected from data banks of the Cultural Indicators project were used. Findings derived from three kinds of statistical analyses lead to a consistent conclusion. This study provides an empirical evidence that the Chinese image is comparatively distorted.

The family as portrayed on prime-time television, 1947?1990: Structure and characteristics

“Successful family series” across four decades of American prime-time television were examined. Family portrayals were defined as either conventional or nonconventional. Conventional families were categorized as “couples without children” and “couples with children.” Nonconventional families were categorized as “single parent” or “contrived.” Additional family characteristics were also recorded including sex of single parent, reason for singleness, social class status, females employed outside the home, “live-ins,” race, and whether the presentation was dramatic or comedic. The data show a trend toward more equal presentation of conventional and nonconventional families, few divorced or female single parents, and few minority families. Implications of findings are discussed and future research questions suggested.