TV Supertext Analysis
Submitted by Christine Becker

FTT 104/204 Spring 2004
TV Flow Assignment: Supertext Analysis

“Although commercial broadcasters uniformly seek to maintain the flow of viewers into their ratings as commodities they can sell, at different times they seek to sell different demographic packages. Consequently, flows differ according to targeted audiences.” (p151)

“With its flow between commercials and programs, television…makes possible subtle associations between aspects of the show and the commodity, thus fostering an environment in which favorable associations, or at least recognitions, can take place, can enter the ‘nation’s emotional grammar.’” (pp153-4)

“In providing an effective sales environment for the ads, then, television shows also help form the mental worlds, the scenarios, in which viewers live.” (p158)

The above quotes from Mike Budd’s “The Flow of Commodities” pinpoint some of the main claims made in the article and establish the groundwork for an analytical approach to television. If Budd’s argument is accurate, one should be able to analyze a “supertext” chunk of commercial television programming and recognize through the connections between program and advertisements the specific demographic that the ads are trying to reach, the assumptions being made about that particular demographic, and the potential cultural impact of those strategies and assumptions. You will test out this analytical approach in this essay.

For this assignment, you are to watch a one-hour block of commercial television. You can watch any hour-block you want on either cable or broadcast TV. There are only two restrictions:
1) There must be commercials within the hour that you choose to analyze.
2) Do not “flip.” Stay tuned to the same channel for the entire hour.

You will then write a 3-page (about 650-1000 words) analytical essay in which you 1) describe a particular aspect of the “supertext” created in this hour, 2) explain how it is strategically designed to reach its intended audience/consumer, and 3) consider what the larger cultural effects of that strategy might be.

In other words, what does the form, content and/or scheduling of this particular hour of television tell you about what kind of audience the program(s) and ads are trying to reach and what they assume about that audience’s consumptive habits, and what conclusions can you come to about what the cultural impact of those assumptions?

Don’t stop at an obvious observation, such as “This supertext is clearly aimed at female viewers.” Dig deeper than that and develop a distinctive argument about how that audience is addressed, why advertisers would pitch their products to this audience in a particular why, and what cultural impact these choices and the audience’s consumption of this supertext might have.

Some questions you can address in your analysis: When and where does the show air, and what do those factors suggest about its intended audience? What kind of “flow” does the supertext have, and how does it try to keep viewers from “flowing away”? Based on your analysis of the supertext’s content and the commercials, how is the supertext designed to appeal to its target audience (i.e. based on age, gender, class, ethnicity, etc.)? What themes or subjects cut across multiple segments and across the programs and ads? What cultural connotations do those images and themes carry? How might the block be “constructing” an economic and cultural image of the demographic group as a result? Do you see any positive or negative implications to the assumptions that the block is making about its ideal viewer and demographic group?

Further, you might even want to into account some of the arguments posed by John Fiske in the article in your reading packet, “Popular Television and Commercial Culture.” For instance, in what ways could the audience resist the supertext’s dominant intentions? What negotiated or oppositional readings could result? What “weak points,” gaps and contradictions does the supertext offer which could allow diverse audiences to read it in different ways?

Don’t try to answer all of these questions; I list them all just to help guide you to something worth writing about. And you don’t have to address every single thing you see in the supertext. Just like your previous essays, focus your paper toward a concise thesis, a singular claim that you develop across the paper using only that evidence from the supertext which you need to support your thesis.

Your essay should be typed in a 12-pt font with one-inch margins, and should be free of spelling, punctuation, and grammatical mistakes. Your grade will be based on the quality of your essay’s composition, the insightfulness and originality of your argument, and the quality and depth of your analysis.

Write the time, date and channel of the supertext you’ve chosen on the top of the paper.

The assignment is due in class on Thursday, December 2.

Late papers will be penalized in accordance with the syllabus, and plagiarism will be penalized in accordance with university policy.

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