John Fiske Television Culture

8/9/2019 John Fiske Television Culture

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To Lucy and Matthew

First published in 1987 by

Methuen & Co. Ltd

Reprinted 1989, 1990, 1991, 1992, 1993, 1994, 199, 1997, 1999

by Routled!e

11 "e# Fetter L$ne, London %C4 4%%

29 'est 3th (treet, "e# )or*, ") 10001

Routledge is an imprint of the Taylor & Francis Group

+his edition published in the +$ylor & Fr$nis e-Libr$ry, 2001.

1987 /ohn Fis*e

rinted in re$t rit$in by +/ ntern$tion$l Ltd, $dsto#, Corn#$ll

ll ri!hts resered. "o p$rt o5 this boo* 6$y be reprinted or reprodued or utilied in $ny5or6 or by $ny eletroni, 6eh$ni$l, or other 6e$ns, no# *no#n or here$5ter inented,inludin! photoopyin! $nd reordin!, or in $ny in5or6$tion stor$!e or retrie$l syste6,#ithout per6ission in #ritin! 5ro6 the publishers.

British Library Cataloguing in Publication ata

Fis*e, /ohn

+eleision ulture popul$r ple$sures $nd politis.

1. +eleision pro!r$6s

. +itle

791.47 "1992.

Library of Congress Cataloguing in Publication ata

Fis*e, /ohn

+eleision ulture.

iblio!r$phy p.



nludes inde:es.

1. +eleision $nd politis. 2. opul$r ulture.

. +itle

"1992.;. F7 1987 302.234 87-20399

(" 0-203-13344-7 M$ster e-boo* ("

(" 0-41-03934-7 <rint %dition=

-i-

Contents

*no#led!6ents ii

1 (o6e teleision, so6e topis, $nd so6e ter6inolo!y 1

+he odes o5 teleision > (o6e ter6inolo!y

2 Re$lis6 21

+he 5or6 o5 re$lis6 > Re$lis6 $nd r$di$lis6

3 Re$lis6 $nd ideolo!y 37

opul$rity > Re$lis6 $nd disourse > +eleision $nd soi$l h$n!e

4 (ub?etiity $nd $ddress 48

+he soi$l sub?et > +he disursie sub?et > ddressin! the sub?et > syho$n$lysis $ndthe sub?et

tie $udienes ;2

+e:t $nd soi$l sub?ets > M$*in! 6e$nin!s > Modes o5 reeption > ossip $nd or$lulture > +he soi$l deter6in$tions o5 6e$nin!s

; ti$ted te:ts 84

+he polyse6y o5 the teleision te:t > @pen, #riterly te:ts > roduerly te:ts >(e!6ent$tion $nd 5lo# > +eleision $nd or$l ulture

7 nterte:tu$lity 108



Aoriont$l interte:tu$lity > enre > nes$p$ble interte:tu$lity > Berti$l interte:tu$lityre$din! the seond$ry te:t > +he terti$ry te:t > nterte:tu$lity $nd polyse6y

8 "$rr$tie 128

Re$lis6 reisited > (trutur$list $ppro$hes to n$rr$tie > Mythi n$rr$tie > "$rr$tiestrutures > "$rr$tie odes > +eleisu$l n$rr$tie

9 Ch$r$ter re$din! 149

Re$list $nd strutur$l $ppro$hes > Re$din! h$r$ter 5ro6 the pri6$ry te:t > Re$din!h$r$ter the seond$ry te:ts > denti5i$tion, i6pli$tion, $nd ideolo!y

10 endered teleision 5e6ininity 179

(o$p oper$ 5or6 > isruption > e5er6ent $nd proess > (e:u$lity $nd e6po#er6ent >%:ess > lenitude $nd polyse6y > +he 5e6inine $s deentered

11 endered teleision 6$sulinity 198

+he struture o5 the 6$suline -+e$6 > +he $bsene o5 #o6en > +he $bsene o5 #or*$nd 6$rri$!e > +he -+e$6 $s $hiee6ent > +he ph$llus, the penis, $nd porn > M$le bondin! $nd the hero te$6 > ender $nd n$rr$tie 5or6

12 le$sure $nd pl$y 224

syho$n$lysis $nd ple$sure > le$sure $nd soi$l ontrol > le$sure, pl$y, $nd ontrol >le$sure $nd rule bre$*in! > %6po#erin! pl$y > le$sure $nd te:tu$lity

13 C$rni$l $nd style 240

Ro* DnD 'restlin! > (tyle $nd 6usi ideo > +he ple$sures o5 Mi$6i Bie > Co66odi5ied ple$sure

14 Euii$l ple$sures 2;

$6e $nd ritu$l > no#led!e $nd po#er > Lu* > Co66odities > +he $tie $udiene >rtiul$tin! Gui sho#s

1 "e#s re$din!s, ne#s re$ders 281

+he str$te!ies o5 ont$in6ent > C$te!ori$tion > (ub$te!ories > @b?etiity >%:no6in$tion $nd inoul$tion > Met$phor > "e#s n$rr$tie > "e#s $n$lysis > +he 5oreso5 disruption

1; Conlusion the popul$r eono6y 309



+he proble6 o5 the popul$r > +he t#o eono6ies > opul$r ultur$l $pit$l > Resist$ne$nd se6ioti po#er > iersity $nd di55erene

Re5erenes 327

"$6e inde: 343

(ub?et inde: 348

-i-

Chapter 1

Some television, some topics, and some terminology

ny boo* $bout teleision ulture is i66edi$tely 5$ed #ith the proble6 o5 de5inin! itsob?et. 'h$t is teleisionH nd, eGu$lly proble6$ti$lly, #h$t is ultureH n this boo* #or* #ith $ de5inition o5 teleision $s $ be$rerI proo*er o5 6e$nin!s $nd ple$sures, $nd

o5 ulture $s the !ener$tion $nd irul$tion o5 this $riety o5 6e$nin!s $nd ple$sures#ithin soiety. +eleision-$s-ulture is $ rui$l p$rt o5 the soi$l dyn$6is by #hih thesoi$l struture 6$int$ins itsel5 in $ onst$nt proess o5 prodution $nd reprodution6e$nin!s, popul$r ple$sures, $nd their irul$tion $re there5ore p$rt $nd p$rel o5 thissoi$l struture.

+eleision, its ie#ers, $nd the #$ys it 5untions in soiety, $re so 6ulti5$rious th$t noti!htly 5oused theoreti$l perspetie $n proide us #ith $deGu$te insi!ht. +hetheoreti$l $nd 6ethodolo!i$l roots o5 this boo* lie in th$t loosely deline$ted $re$*no#n $s Jultur$l studiesK #hih deries 5ro6 p$rtiul$r in5letions o5 M$r:is6,se6iotis, post-strutur$lis6, $nd ethno!r$phy. +his $re$ eno6p$sses both te:tu$lly

in5leted $nd soi$lly in5leted theories o5 ulture, $nd reGuires theoreti$l, $n$lyti$l,$nd e6piri$l $ppro$hes to rub to!ether in $ 6utu$lly riti$l $nd produtierel$tionship. +he boo* #ill 5ous on the proble6 o5 ho# the te:tu$lity o5 teleision is6$de 6e$nin!5ul $nd ple$sur$ble by its $riously situ$ted ie#ers, thou!h it #ill $lsoonsider the rel$tionship bet#een this ultur$l di6ension $nd teleisionDs st$tus $s $o66odity in $ $pit$list eono6y.

ut #e st$rt by onsiderin! teleision $s $ ultur$l $!ent, p$rtiul$rly $s $ proo*er $ndirul$tor o5 6e$nin!s. Ao# 6e$nin!s $re produed is one o5 the entr$l proble6$tis o5the boo*, but $ onenient pl$e to st$rt is #ith the si6ple notion th$t teleision bro$d$sts pro!r$6s th$t $re replete #ith potenti$l 6e$nin!s, $nd th$t it $tte6pts to

ontrol $nd 5ous this 6e$nin!5ulness into $ 6ore sin!ul$r pre5erred 6e$nin! th$t per5or6s the #or* o5 the do6in$nt ideolo!y. 'e sh$ll need to interro!$te this notionl$ter, but propose to st$rt #ith $ tr$dition$l se6ioti $ount o5 ho# teleision 6$*es, or$tte6pts to 6$*e, 6e$nin!s th$t sere the do6in$nt interests in soiety, $nd ho# itirul$tes these 6e$nin!s $6on!st the #ide $riety o5 soi$l !roups th$t onstitute its$udienes. sh$ll do this by $n$lyin! $ short se!6ent o5 t#o senes 5ro6 $ typi$l, pri6e-ti6e, lon!-runnin! series, !art to !art , in order to de6onstr$te so6e b$si riti$l



6ethodolo!y $nd to r$ise so6e 6ore o6ple: theoreti$l Guestions th$t #ill be $ddressedl$ter on in the boo*.

+he A$rts $re $ #e$lthy, hi!h-liin! husb$nd $nd #i5e detetie te$6. n this p$rtiul$repisode they $re posin! $s p$ssen!ers on $ ruise ship on #hih there h$s been $ ?e#elrobbery. n sene 1 they $re !ettin! re$dy 5or $ d$ne durin! #hih they pl$n to te6pt thethie5 to rob the6, $nd $re disussin! ho# the robbery 6$y h$e been e55eted. n sene 2#e 6eet the ill$in $nd ill$iness, #ho h$e $lre$dy notied /enni5er A$rtDsostent$tiously displ$yed ?e#els.

"cene #

A%R@ Ae *ne# #h$t he #$s doin! to !et into this s$5e.

A%R@"% id you try the nu6bers th$t r$nille !$e youH

A%R@ )eh. tried those e$rlier. +hey #or*ed per5etly.

A%R@"% 'ell you s$id it #$s $n inside ?ob, 6$ybe they h$d the o6bin$tion $ll theti6e.

A%R@ /ust tryin! to eli6in$te $ll the possibilities. C$n you he* this out 5or 6e. < !e gestures to his bow tie$=

A%R@"% M6. )es $n. < !e hugs her$= M6. Li!ht 5in!ers. @h, /on$thon.

A%R@ /ust tryin! to *eep 6y touh in sh$pe.

A%R@"% 'h$t $bout the *eys to the door.

A%R@ +hose *eys $nDt be dupli$ted be$use o5 the ode nu6bers. )ou h$e to h$ethe ri!ht 6$hines.

-2-

A%R@"% 'ell, th$t le$es the #indo#.

A%R@ +he porthole.

A%R@"% @h yes. +he porthole. *no# they $re supposed to be h$r6in!, but they$l#$ys re6ind 6e o5 $ l$undro6$t.

A%R@ too* $ pee* out o5 there $ #hile $!o. tDs $bout $ll you $n do. tDs thirty 5eet upto the de* een i5 you ould 6$*e it do#n to the #indo#, porthole. )ouDd h$e to be thethin 6$n to sGueee throu!h.

A%R@"% 'h$t do you thin*H <"he shows her %ewelry$= %nou!h honey to $ttr$t the beesH



A%R@ 'ho *no#sH +hey 6$y not be $ble to see the honey 5or the 5lo#ers.

A%R@"% @h, th$tDs the utest thin! youDe eer s$id to 6e, su!$r. 'ell, sh$ll #eH<Gestures towards the door$=

"cene

BLL" suppose you notied so6e o5 the iin! on Ch$6berl$inDs up $*e. didnDth$e 6y ?e#elerDs !l$ss, but th$t br$eletDs !ot to be #orth $t le$st 5i5ty thous$nd.'holes$le.

BLL"%(( $tri*, i5 youDre thin*in! #h$t *no# youDre thin*in!, 5or!et it. 'eDe6$de our Guot$ one hit on e$h ship. 'e s$id #e #erenDt !oin! to !et !reedy, re6e6ber.

-3-

BLL" ut d$rlin!, itDs you D6 thin*in! o5. nd donDt li*e you t$*in! $ll thoseh$nes. ut i5 #e ould !et enou!h 6$ybe #e #ouldnDt h$e to !o b$* to the Riier$iruit 5or ye$rs.

BLL"%(( +h$tDs #h$t you s$id #hen #e #ere there.

BLL" 'ell 6$ybe $ 5e# !ood inest6ents $nd #e $n pith the #hole bloody business. ut #e $re !oin! to need $ bit 6ore 5or our retire6ent 5und.

□ The codes of television

Fi!ure 1.1 sho#s the 6$in odes th$t teleision uses $nd their rel$tionship. ode is $rule-!oerned syste6 o5 si!ns, #hose rules $nd onentions $re sh$red $6on!st 6e6berso5 $ ulture, $nd #hih is used to !ener$te $nd irul$te 6e$nin!s in $nd 5or th$t ulture.<For $ 5uller disussion o5 odes in se6iotis see Fis*e 1983 or @D(ulli$n et al$ 1983. =Codes $re lin*s bet#een produers, te:ts, $nd $udienes, $nd $re the $!ents o5interte:tu$lity throu!h #hih te:ts interrel$te in $ net#or* o5 6e$nin!s th$t onstitutesour ultur$l #orld. +hese odes #or* in $ o6ple: hier$rhi$l struture th$t Fi!ure 1.1oersi6pli5ies 5or the s$*e o5 l$rity. n p$rtiul$r, the $te!ories o5 odes $re $rbitr$ry$nd slippery, $s is their l$ssi5i$tion into leels in the hier$rhy 5or inst$ne, h$e putspeeh $s $ soi$l ode, $nd di$lo!ue <i.e. sripted speeh= $s $ tehni$l one, but in pr$tie the t#o $re $l6ost indistin!uish$ble soi$l psyholo!ists suh $s erne <19;4=h$e sho#n us ho# di$lo!ue in Jre$l li5eK is 5reGuently sripted 5or us by theinter$tion$l onentions o5 our ulture. (i6il$rly, h$e $lled $stin! $ onention$l

represent$tion$l ode, $nd $ppe$r$ne $ soi$l one, but the t#o di55er only inintention$lity $nd e:pliitness. eopleDs $ppe$r$ne in Jre$l li5eK is $lre$dy enoded inso 5$r $s #e 6$*e sense o5 people by their $ppe$r$ne #e do so $ordin! toonention$l odes in our ulture. +he $stin! diretor is 6erely usin! these odes 6oreonsiously $nd 6ore onention$lly, #hih 6e$ns 6ore stereotypi$lly.



+he point is th$t Jre$lityK is $lre$dy enoded, or r$ther the only #$y #e $n pereie $nd6$*e sense o5 re$lity is by the odes o5 our ulture. +here 6$y be $n ob?etie, e6piriistre$lity out there, but there is no uniers$l,

-4-

Figure 1.1 The codes of television

n eent to be teleised is $lre$dy enoded by social codes suh $s those o5

Leel one

“REALIT!

$ppe$r$ne, dress, 6$*e-up, eniron6ent, beh$ior, speeh, !esture, e:pression, sound,et.

these $re enoded eletroni$lly by technical codes suh $s those o5

Leel t#o

RE"RESE#TATI$#

$6er$, li!htin!, editin!, 6usi, sound

#hih tr$ns6it the con'entional representational codes, #hih sh$pe the represent$tionso5, 5or e:$6ple n$rr$tie, on5lit, h$r$ter, $tion, di$lo!ue, settin!, $stin!, et.

Leel three

I%E$L$&

#hih $re or!$nied into oherene $nd soi$l $ept$bility by the ideological codes(suh $s those o5 indiidu$lis6, p$tri$rhy, r$e, l$ss, 6$teri$lis6, $pit$lis6, et.

ob?etie #$y o5 pereiin! $nd 6$*in! sense o5 it. 'h$t p$sses 5or re$lity in $ny ultureis the produt o5 th$t ultureDs odes, so Jre$lityK is $l#$ys $lre$dy enoded, it is neerJr$#. K 5 this piee o5 enoded re$lity is teleised, the tehni$l odes $ndrepresent$tion$l onentions o5 the 6ediu6 $re brou!ht to be$r upon it so $s to 6$*e it<$= tr$ns6itt$ble tehnolo!i$lly $nd <b= $n $ppropri$te ultur$l te:t 5or its $udienes.

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(o6e o5 the soi$l odes #hih onstitute our re$lity $re rel$tiely preisely de5in$ble inter6s o5 the 6ediu6 throu!h #hih they $re e:pressed - s*in olor, dress, h$ir, 5$i$le:pression, $nd so on.

--

@thers, suh $s those th$t 6$*e up $ l$nds$pe, 5or e:$6ple, 6$y be less e$sy to spei5ysyste6$ti$lly, but they $re still present $nd #or*in! h$rd. i55erent sorts o5 trees h$edi55erent onnot$tie 6e$nin!s enoded into the6, so do ro*s $nd birds. (o $ treere5leted in $ l$*e, 5or e:$6ple, is 5ully enoded een be5ore it is photo!r$phed $ndturned into the settin! 5or $ ro6$nti n$rr$tie.

(i6il$rly the tehni$l odes o5 teleision $n be preisely identi5ied $nd $n$lyed. +hehoies $$il$ble to the $6er$ person, 5or e:$6ple, to !ie 6e$nin! to #h$t is bein! photo!r$phed $re li6ited $nd spei5i$ble they onsist o5 5r$6in!, 5ous, dist$ne,6oe6ent <o5 the $6er$ or the lens=, $6er$ pl$in!, or $n!le $nd lens hoie. ut theonention$l $nd ideolo!i$l odes $nd the rel$tionship bet#een the6 $re 6uh 6oreelusie $nd 6uh h$rder to spei5y, thou!h it is the t$s* o5 ritiis6 to do ?ust th$t. Forinst$ne, the onentions th$t !oern the represent$tion o5 speeh $s Jre$listi di$lo!ueKin sene 1 <pp. 2-3= result in the heroine $s*in! Guestions #hile the hero proides the$ns#ers. +he represent$tion$l onention by #hih #o6en $re sho#n to l$* *no#led!e#hih 6en possess $nd !ie to the6 is $n e:$6ple o5 the ideolo!i$l ode o5 p$tri$rhy.(i6il$rly the onention$l represent$tion o5 ri6e $s the5t o5 person$l property is $nenodin! o5 the ideolo!y o5 $pit$lis6. +he Jn$tur$lnessK #ith #hih the t#o 5it to!etherin the sene is eidene o5 ho# these ideolo!i$l odes #or* to or!$nie the other odesinto produin! $ on!ruent $nd oherent set o5 6e$nin!s th$t onstitute the common sense o5 $ soiety. +he proess o5 6$*in! sense inoles $ onst$nt 6oe6ent up $nddo#n throu!h the leels o5 the di$!r$6, 5or sense $n only be produed #hen Jre$lity, Krepresent$tions, $nd ideolo!y 6er!e into $ oherent, see6in!ly n$tur$l unity. (e6ioti or

ultur$l ritiis6 deonstruts this unity $nd e:poses its Jn$tur$lnessK $s $ hi!hlyideolo!i$l onstrut.

se6ioti $n$lysis $tte6pts to ree$l ho# these l$yers o5 enoded 6e$nin!s $restrutured into teleision pro!r$6s, een in $s s6$ll $ se!6ent $s the one #e $re #or*in!#ith. +he s6$ll sie o5 the se!6ent enour$!es us to per5or6 $ det$iled $n$lyti$lre$din! o5 it, but preents us t$l*in! $bout l$r!er-s$le odes, suh $s those o5 then$rr$tie. ut it does proide $ !ood st$rtin! point 5or our #or*.

□ CA'ERA ($R)

+he $6er$ is used throu!h $n!le $nd deep 5ous to !ie us $ per5et ie# o5 the sene,$nd thus $ o6plete underst$ndin! o5 it. Muh o5 the ple$sure o5 teleision re$lis6 o6es5ro6 this sense o5 o6nisiene th$t it !ies us. Ch$pter 2 deelops this point in 6oredet$il. C$6er$ dist$ne is used to s#in! our sy6p$thies $#$y 5ro6 the ill$in $ndill$iness, $nd to#$rds the hero $nd heroine. +he nor6$l $6er$ dist$ne in teleision is6id-shot to lose-up, #hih brin!s the ie#er into $n inti6$te, o65ort$ble rel$tionship#ith the h$r$ters on the sreen. ut the ill$in $nd ill$iness $re $lso sho#n in e:tre6elose-up <%CN=. +hrou!hout this #hole episode o5 !art to !art there $re only three



senes in #hih %CNs $re used they $re used only to represent heroIine $nd ill$inIess,$nd o5 the t#enty-one %CNs, ei!hteen $re o5 the ill$inIess $nd only three o5 the heroIine.%:tre6e lose-ups beo6e $ odi5ied #$y 5or representin! ill$iny.

-;-

+his enodin! onention is not on5ined to 5ition$l teleision, #here #e 6i!ht thin*th$t its #or* upon the $li!n6ent o5 our sy6p$thies, $nd thus on our 6or$l ?ud!6ent, is ?usti5ied. t is $lso used in ne#s $nd urrent $55$irs pro!r$6s #hih present the6seles $s brin!in! re$lity to us Job?etiely. K +he ourt $tion resultin! 5ro6 ener$l'est6orel$ndDs libel suit $!$inst the C( in 198 ree$led these odes 6oreGuestion$bly $t #or* in teleision reportin!. le: /ones reounts their use in his report o5the tri$l 5or the )ew *or+ Times

6on! the 6ore ontroersi$l tehniGues is pl$in! $n interie#ee in p$rti$l sh$do# inorder to lend dr$6$ to #h$t is bein! s$id. lso deb$ted is the use o5 e:tre6e lose-upsth$t tend to e6ph$sie the tension 5elt by $ person bein! interie#ed ie#ers 6$y$ssoi$te the $ppe$r$ne o5 tension #ith lyin! or !uilt.

+he e:tre6e lose-up $n be espei$lly d$6$!in! #hen $n interie# is $re5ully sripted$nd $ $6er$6$n is instruted to 5ous ti!htly on the personDs 5$e $t the point #hen thetou!hest Guestion is to be $s*ed. (o6e dou6ent$ry 6$*ers #ill not use suh lose-ups$t $ll in interie#s be$use they $n be so 6isle$din!.

+he C( dou6ent$ry ont$ined both $ sh$do#ed interie# o5 $ 5riendly #itness $ndJti!ht shotsK o5 ener$l 'est6orel$nd. (uh tehniGues h$e been used in dou6ent$ries by other net#or*s $s #ell.

%en the #$riest ie#er is li*ely to 5ind it di55iult to detet so6e other o66on

tehniGues. J $nDt i6$!ine $ !ener$l ie#er !ettin! so sophisti$ted #ith tehniGuesth$t they ould disount the6, K s$id Reuen Fr$n*, $ 5or6er president $t "C "e#s#ho h$s been 6$*in! dou6ent$ries 5or $bout 30 ye$rs.

< )*T , Febru$ry 17, 198 8%=

+here $re t#o possible soures o5 the onentions th$t !oern the 6e$nin!s !ener$ted bythis ode o5 $6er$ dist$ne. @ne is the soi$l ode o5 interperson$l dist$ne in #esternultures the sp$e #ithin $bout 24 inhes <;0 6= o5 us is enoded $s pri$te. nyoneenterin! it is bein! either hostile, #hen the entry is un#elo6e, or inti6$te, #hen it isinited. %CNs repli$te this, $nd $re used 5or 6o6ents o5 teleisu$l inti6$y or hostility,

$nd #hih 6e$nin!s they oney depends on the other soi$l $nd tehni$l odes by#hih they $re onte:tu$lied, $nd by the ideolo!i$l odes brou!ht to be$r upon the6.Aere, they $re used to oney hostility. +he other soure lies in the tehni$l odes #hihi6ply th$t seein! losely 6e$ns seein! better - the ie#er $n see into the ill$in, seethrough his #ords, $nd thus !$ins po#er oer hi6, the po#er $nd the ple$sure o5Jdo6in$nt speul$rityK <see h$pter 2=. +hese tehni$l $nd soi$l odes 6$ni5est theideolo!i$l enodin! o5 ill$iny.



-7-

Most o5 the other tehni$l odes $n be de$lt #ith 6ore Gui*ly, #ith only brie5o66ents.

□ LI&*TI#&

+he heroDs $bin is lit in $ so5t, yello#ish li!ht, th$t o5 the ill$ins in $ h$rsh, #hiter one.< $6 re6inded o5 Ao!benDs <1982= $nedote $bout the o$sion #hen he #$s !ien $hostile tre$t6ent in $ teleision interie#. Ae did, ho#eer, 6$n$!e to onine theinterie#er th$t his point o5 ie# desered 6ore sy6p$thy, #hereupon the interie#erinsisted they reord the interie# $!$in, but this ti6e #ithout the !reenish-#hite studioli!htin!. =

□ E%ITI#&

+he heroes $re !ien 6ore ti6e <72 ses= th$n the ill$ins <49=, $nd 6ore shots <10 $s$!$inst 7=, thou!h both h$e $n $er$!e shot len!th o5 7 seonds. t is re6$r*$ble ho#onsistent this is $ross di55erent 6odes o5 teleision <see Fis*e 198;b= it h$s beo6e $onention$l rhyth6 o5 teleision o66on to ne#s, dr$6$, $nd sport.

□ '+SIC

+he 6usi lin*in! the t#o senes st$rted in $ 6$?or *ey, $nd h$n!ed to 6inor $s thesene h$n!ed to the ill$ins.

□ CASTI#&

+his tehni$l ode reGuires $ little 6ore disussion. +he $tors $nd $tresses #ho $re$st to pl$y heroIines, ill$inIesses $nd supportin! roles $re re$l people #hose $ppe$r$neis $lre$dy enoded by our soi$l odes. ut they $re eGu$lly 6edi$ people, #ho e:ist 5orthe ie#er interte:tu$lly, $nd #hose 6e$nin!s $re $lso interte:tu$l. +hey brin! #ith the6not only residues o5 the 6e$nin!s o5 other roles th$t they h$e pl$yed, but $lso their6e$nin!s 5ro6 other te:ts suh $s 5$n 6$!$ines, sho#bi !ossip olu6ns, $nd teleisionritiis6. L$ter on in the boo* #e #ill disuss interte:tu$lity $nd h$r$ter portr$y$l in!re$ter depth here #e need to note th$t these di6ensions o5 6e$nin! $re it$l in the odeo5 $stin!, $nd th$t they $re 6ore i6port$nt in the $stin! o5 heroIines th$n o5ill$inIesses.

-8-

Ch$r$ters on teleision $re not ?ust represent$tions o5 indiidu$l people but $reenodin!s o5 ideolo!y, Je6bodi6ents o5 ideolo!i$l $luesK <Fis*e 1987$=. erbnerDs<1970= #or* sho#ed th$t ie#ers #ere le$r $bout the di55erent h$r$teristis o5teleision heroes $nd ill$ins on t#o di6ensions only heroes #ere 6ore $ttr$tie $nd6ore suess5ul th$n ill$ins. +heir $ttr$tieness, or l$* o5 it, is p$rtly the result o5 the#$y they $re enoded in the tehni$l $nd soi$l odes - $6er$ #or*, li!htin!, settin!,$stin!, et., but the ideolo!i$l odes $re $lso i6port$nt, 5or it is these th$t 6$*e sense



out o5 the rel$tionship bet#een the tehni$l ode o5 $stin! $nd the soi$l ode o5$ppe$r$ne, $nd th$t $lso rel$te their teleisu$l use to their bro$der use in the ulture $tl$r!e. n his $n$lysis o5 iolene on teleision, erbner <1970= 5ound th$t heroes $ndill$ins $re eGu$lly li*ely to use iolene $nd to initi$te it, but th$t heroes #ere suess5ulin their iolene, #here$s ill$ins 5in$lly #ere not. erbner #or*ed out $ *illers-to-*illedr$tio $ordin! to di55erent $te!ories o5 $!e, se:, l$ss, $nd r$e. +he *illers $te!oryinluded heroes $nd ill$ins, but the *illed $te!ory inluded ill$ins only. Ae 5ound th$t$ h$r$ter #ho #$s #hite, 6$le, 6iddle l$ss <or l$ssless= $nd in the pri6e o5 li5e #$sery li*ely, i5 not ert$in, to be $lie $t the end o5 the pro!r$6. Conersely h$r$ters#ho dei$ted 5ro6 these nor6s #ere li*ely to be *illed durin! the pro!r$6 in proportionto the e:tent o5 their dei$ne. 'e 6$y use erbnerDs 5indin!s to theorie th$t heroes $resoi$lly entr$l types #ho e6body the do6in$nt ideolo!y, #here$s ill$ins $nd iti6s$re 6e6bers o5 dei$nt or subordin$te subultures #ho thus e6body the do6in$ntideolo!y less o6pletely, $nd 6$y, in the $se o5 ill$ins, e6body ideolo!ies th$t opposeit. +he te:tu$l opposition bet#een heroIine $nd ill$inIess, $nd the iolene by #hih thisopposition is o66only dr$6$tied, beo6e 6et$phors 5or po#er rel$tionships insoiety $nd thus $ 6$teri$l pr$tie throu!h #hih the do6in$nt ideolo!y #or*s. <+histheory is disussed 6ore 5ully in Fis*e $nd A$rtley 1978 $nd in Fis*e 1982. =

+he ill$in in this se!6ent h$s hints o5 non-6eri$nness so6e ie#ers h$e l$ssed his$ent, 6$nner, $nd speeh $s ritish, 5or others his $ppe$r$ne h$s see6ed Aisp$ni.ut the hero $nd heroine $re both le$rly 6iddlel$ss, #hite 6eri$ns, $t ho6e $6on!the '(s <'hite n!lo-($:on rotest$nts=. +he ill$iness is ry$n, blonde, pretty, $ndyoun!er th$n the ill$in. erbnerDs #or* #ould le$d us to predit th$t his h$nes o5suriin! the episode $re sli6, #here$s hers $re 6uh better. +he predition is orret.(he 5in$lly h$n!es sides $nd helps the heroIine, #here$s he is *illed hints o5 this $reont$ined in her onde6n$tion o5 the ill$inDs !reed, #hih positions her 6ore entr$llyin the ideolo!i$l disourse o5 eono6is <see belo#=.

-9-

+hese tehni$l odes o5 teleision tr$ns6it, $nd in so6e $ses 6er!e into, the soi$lodes o5 leel 1. Let us loo* $t ho# so6e o5 the6 $re #or*in! to !ener$te 6e$nin!s $ndho# they e6body the ideolo!i$l odes o5 leel 3.

□ SETTI#& A#% C$ST+'E

+he heroIineDs $bin is l$r!er th$n th$t o5 the ill$inIess it is hu6$nied, 6$de 6ore$ttr$tie by dr$pes $nd 5lo#ers, #here$s the other is $ll sh$rp $n!les $nd h$rd lines. +heill$in #e$rs $ uni5or6 th$t pl$es hi6 $s $ ser$nt or e6ployee $nd the ill$inessDs dress

is less t$ste5ul, less e:pensie th$n the heroineDs. +hese physi$l di55erenes in the soi$lodes o5 settin! $nd dress $re $lso be$rers o5 the ideolo!i$l odes o5 l$ss, o5 herois6$nd ill$iny, o5 6or$lity, $nd o5 $ttr$tieness. +hese $bstr$t ideolo!i$l odes $reondensed into $ set o5 6$teri$l soi$l ones, $nd the 6$teri$lity o5 the di55erenes o5 thesoi$l odes is used to !u$r$ntee the truth $nd n$tur$lness o5 the ideolo!i$l. 'e 6ustnote, too, ho# so6e ideolo!i$l odes $re 6ore e:pliit th$n others the odes o5herois6, ill$iny, $nd $ttr$tieness $re #or*in! 5$irly openly $nd $ept$bly. ut underthe6 the odes o5 l$ss, r$e, $nd 6or$lity $re #or*in! less openly $nd 6ore



Guestion$bly their ideolo!i$l #or* is to n$tur$lie the orrel$tion o5 lo#er-l$ss, non-6eri$n #ith the less $ttr$tie, less 6or$l, $nd there5ore ill$inous. Conersely, the6iddlel$ss $nd the #hite 6eri$n is orrel$ted #ith the 6ore $ttr$tie, the 6ore6or$l $nd the heroi. +his displ$e6ent o5 6or$lity onto l$ss is $ o66on 5e$ture o5our popul$r ulture or56$n $nd M$ttel$rt <197= h$e sho#n ho# '$lt isney$rtoons onsistently e:press ill$iny throu!h h$r$teristis o5 #or*in!-l$ss $ppe$r$ne$nd 6$nner indeed they $r!ue th$t the only ti6e the #or*in! l$ss $ppe$r in the 6iddle-l$ss #orld o5 u*sille it is $s ill$ins. Fis*e <1984= h$s 5ound the s$6e te:tu$lstr$te!y in the r ,ho teleision series.

□ 'A)E+"

+he s$6e 6er!in! o5 the ideolo!i$l odes o5 6or$lity, $ttr$tieness, $ndherois6Iill$iny, $nd their ondens$tion into $ 6$teri$l soi$l ode, $n be seen inso6ethin! $s $pp$rently insi!ni5i$nt $s lipsti*. +he ill$iness h$s $ nu6ber o5 si!nsth$t ontr$dit her ill$iny <she is blonde, #hite 6eri$n, pretty, $nd 6ore 6or$l th$nthe ill$in=. +hese predit her eentu$l onersion to the side o5 the hero $nd heroine, butshe $nnot loo* too li*e the6 $t this e$rly st$!e o5 the n$rr$tie, so her lips $re 6$de up

to be thinner $nd less se:u$lly $ttr$tie th$n the 5uller lips o5 the heroine. +he ideolo!yo5 lipsti* 6$y see6 $ strethed onept, but it is in the $!!re!$te o5 $pp$rentlyinsi!ni5i$nt enodin!s th$t ideolo!y #or*s 6ost e55etiely.

-10-

□ ACTI$#

+here $re $ nu6ber o5 si!ni5i$nt si6il$rities $nd di55erenes bet#een the $tions o5 theheroIine $nd the ill$inIess. n both $bins the #o6en $re prettyin! the6seles, the 6en$re pl$nnin!. +his n$tur$lies the 6$nDs e:eutie role <o556$n 1979= o5 insti!$tin!

$tion $nd the #o6$nDs role $s ob?et o5 the 6$le !$e - notie the 6irror in e$h $bin#hih en$bles her to see hersel5 $s Jbe$rer o5 her o#n i6$!eK <er!er 1972= the 5$t th$tthis is o66on to both heroIine $nd ill$inIess puts it beyond the re$l6 o5 on5lit in then$rr$tie $nd into the re$l6 o5 eeryd$y o66on sense #ithin #hih the n$rr$tie isen$ted. +he other $tion o66on to both is the !ettin! $nd *eepin! o5 #e$lth $s $6otie 5or $tion, $nd $s $ 6otor 5or the n$rr$tie this $lso is not p$rt o5 the on5lit-to- be-resoled, but p$rt o5 the ideolo!i$l 5r$6e#or* throu!h #hih th$t on5lit is ie#ed$nd 6$de sense o5.

di55erene bet#een the t#o is th$t o5 ooper$tion $nd loseness. +he hero $nd heroineo-oper$te $nd o6e physi$lly loser to!ether, the ill$in $nd ill$iness, on the other

h$nd, dis$!ree $nd pull $p$rt physi$lly. n $ soiety th$t pl$es $ hi!h $lue on $ 6$n$nd #o6$n bein! $ lose ouple this is $nother be$rer o5 the do6in$nt ideolo!y.

□ %IAL$&+E

+he di$lo!ue $lso is used to $55et our sy6p$thy. +h$t o5 the ill$in $nd ill$iness isrestrited to their ne5$rious pl$ns $nd their 6utu$l dis$!ree6ent, #here$s the hero $ndheroine $re $llo#ed $ ?o*e <#indo#IportholeIl$undro6$t=, $n e:tended 6et$phor <honey



$nd the bees=, $nd the n$rr$tie ti6e to est$blish $ #$r6, o-oper$tie rel$tionship. oththe heroIine $nd ill$inI ess $re $llo#ed irony, the use o5 #hih #ill be theoried $nd$n$lyed in h$pter ;.

□ I%E$L$&ICAL C$%ES

+hese odes $nd the teleisu$l odes #hih brin! the6 to the ie#er $re both deeplye6bedded in the ideolo!i$l odes o5 #hih they $re the6seles the be$rers. 5 #e $doptthe s$6e ideolo!i$l pr$tie in the deodin! $s the enodin! #e $re dr$#n into the position o5 $ #hite, 6$le, 6iddle-l$ss 6eri$n <or #esterner= o5 onention$l 6or$lity.+he re$din! position is the soi$l point $t #hih the 6i: o5 teleisu$l, soi$l, $ndideolo!i$l odes o6es to!ether to 6$*e oherent, uni5ied sense in 6$*in! sense o5 the pro!r$6 in this #$y #e $re indul!in! in $n ideolo!i$l pr$tie ourseles, #e $re6$int$inin! $nd le!iti6$tin! the do6in$nt ideolo!y, $nd our re#$rd 5or this is the e$sy ple$sure o5 the reo!nition o5 the 5$6ili$r $nd o5 its $deGu$y. 'e h$e $lre$dy beo6e $Jre$din! sub?etK onstruted by the te:t, $nd, $ordin! to lthusser <1971=, theonstrution o5 sub?ets-in-ideolo!y is the 6$?or ideolo!i$l pr$tie in $pit$listsoieties.

-11-

+his ideolo!i$l pr$tie is #or*in! $t its h$rdest in three n$rr$tie deies in thisse!6ent. +he 5irst is the #indo#IportholeIl$undro6$t ?o*e, #hih, $s #e h$e seen, isused to 6$rsh$l the ie#erDs $55etie sy6p$thy on the side o5 the heroIine. ut it does6ore th$n th$t. Freud tells us th$t ?o*es $re used to reliee the $n:iety $used byrepressed, un#elo6e, or t$boo 6e$nin!s. +his ?o*e reoles $round the J5e6inineK <$sde5ined by our do6in$nt ulture= in$bility to underst$nd or use tehni$l l$n!u$!e, $ndthe eGu$lly J5e6inineK tendeny to 6$*e sense o5 eerythin! throu!h $ do6estidisourse. JortholeK is tehni$l disourse - 6$suline J#indo#-l$undro6$tK is

do6esti-nurturin! disourse - 5e6inine. +he $n:iety th$t the ?o*e reliees is th$t $used by the 5$t th$t the heroine is $ detetie, is inoled in the $thin! o5 ri6in$ls -$tiities th$t $re p$rt o5 the tehni$l #orld o5 6en in p$tri$rhy. +he ?o*e is used toreuper$te ontr$ditory si!ns b$* into the do6in$nt syste6, $nd to s6ooth oer $nyontr$ditions th$t 6i!ht disrupt the ideolo!i$l ho6o!eneity o5 the n$rr$tie. +he$ttr$tieness o5 the heroine 6ust not be put $t ris* by $llo#in! her h$llen!e to p$tri$rhy to be too st$r* - 5or $ttr$tieness is $l#$ys ideolo!i$l, neer 6erely physi$lor n$tur$l.

+he 6et$phor th$t e:presses the se:u$l $ttr$tieness o5 #o6en 5or 6en in ter6s o5 the$ttr$tion o5 honey $nd 5lo#ers 5or the bees #or*s in $ si6il$r #$y. t n$tur$lies this

$ttr$tion, 6$s*in! its ideolo!i$l di6ension, $nd then e:tends this n$tur$lness to itse:pl$n$tion o5 the $ttr$tieness o5 other peopleDs ?e#elry 5or lo#er-l$ss non-6eri$nill$insO +he 6et$phor is #or*in! to n$tur$lie ultur$l onstrutions o5 !ender, l$ss,$nd r$e.

+he third deie is th$t o5 ?e#elry itsel5. s #e h$e seen, the !ettin! $nd *eepin! o5#e$lth is the 6$?or 6otor o5 the n$rr$tie, $nd ?e#elry is its 6$teri$l si!ni5ier. +hree



ideolo!i$l odes interset in the use o5 ?e#elry in this n$rr$tie they $re the odes o5eono6is, !ender, $nd l$ss.

n the ode o5 eono6is, the ill$in $nd ill$iness stress the ?e#elryDsinest6entIe:h$n!e 5untion it is J#orth $t le$st 5i5ty thous$nd #holes$le, K it 5or6s J$retire6ent 5und. K For the hero $nd heroine $nd 5or the l$ss they represent this 5untionis le5t unst$ted ?e#elry, i5 it is $n inest6ent, is one to hold, not $sh in. t is used r$ther$s $ si!n o5 l$ss, o5 #e$lth, $nd o5 $estheti t$ste.

+he $estheti sense, or !ood t$ste, is typi$lly used $s $ be$rer $nd n$tur$lier o5 l$ssdi55erenes. +he heroine deliber$tely oerdoes the ?e#elry, 6$*in! it ul!$r $nd t$stelessin order to $ttr$t the lo#er-l$ss ill$in $nd ill$iness. +hey, in their turn, sho# theirdeb$sed t$ste, their $estheti insensitiity, by li*enin! it to the iin! on $ up$*e. sourdieu <19;8= h$s sho#n us, the 5untion o5 $esthetis in our soiety is to 6$*e l$ss- b$sed $nd ulture-spei5i di55erenes o5 t$ste $ppe$r uniers$l $nd there5ore n$tur$l. +het$ste o5 the do6in$nt l$sses is uniers$lied by $estheti theory out o5 its l$ss ori!inthe 6et$phor o5 Jt$steK #or*s in $ si6il$r #$y by displ$in! l$ss di55erenes onto the physi$l, $nd there5ore n$tur$l, senses o5 the body.

-12-

+he 6e$nin! o5 ?e#elry in the ode o5 !ender is le$r. /e#els $re the oins by #hih the5e6$le-$s-p$tri$rh$l-o66odity is bou!ht, $nd #e$rin! the6 is the si!n both o5 her possession by $ 6$n, $nd o5 his eono6i $nd soi$l st$tus. nterestin!ly, in the ode o5!ender, there is no l$ss di55erene bet#een heroIine $nd ill$inIess the eono6is o5 p$tri$rhy $re the s$6e 5or $ll l$sses, thus 6$*in! it $ppe$r uniers$l $nd n$tur$l th$t6$n proides 5or his #o6$n.

+his $n$lysis h$s not only ree$led the o6ple:ity o5 6e$nin!s enoded in #h$t is

5reGuently t$*en to be sh$llo# $nd super5ii$l, but it $lso i6plies th$t this o6ple:ity $ndsubtlety h$s $ po#er5ul e55et upon the $udiene. t i6plies th$t the #ide $riety o5 odes$ll ohere to present $ uni5ied set o5 6e$nin!s th$t #or* to 6$int$in, le!iti6$te, $ndn$tur$lie the do6in$nt ideolo!y o5 p$tri$rh$l $pit$lis6. +heir ideolo!i$l e55etiity$ppe$rs irresistible. +he resistibility o5 ideolo!y is one o5 the the6es th$t runs throu!hthis boo*, $nd l$ter on, in h$pters $nd ;, #e #ill return to this $n$lysis, o6pli$te it,$nd ontr$dit its 6$in i6pli$tions. For the 6o6ent, ho#eer, it seres to de6onstr$teth$t popul$r teleision is both o6ple: $nd deeply in5used #ith ideolo!y.

□ Some terminology

+his boo* is not onerned #ith teleision $s $n industri$l pr$tie or $s $ pro5it-6$*in! produer o5 o66odities, thou!h it is obiously both o5 these, but $tte6pts to underst$ndit 5ro6 the perspetie o5 its $udienes. For our purposes, then, teleision onsists o5 the pro!r$6s th$t $re tr$ns6itted, the 6e$nin!s $nd ple$sures th$t $re produed 5ro6 the6,$nd, to $ lesser e:tent, the #$y it is inorpor$ted into the d$ily routine o5 its $udienes.'e #ill onentr$te on Jtypi$lK teleision - the 6ost popul$r, 6$instre$6,intern$tion$lly distributed pro!r$6s, 5or these $re the ones o5 !re$test si!ni5i$ne in popul$r ulture.



+o underst$nd teleision in this #$y #e need to see it $nd its pro!r$6s $s potenti$ls o56e$nin! r$ther th$n $s o66odities. pro!r$6 is $ le$rly de5ined $nd l$beled 5r$!6ento5 teleisionDs output. t h$s le$r bound$ries, both te6por$l $nd 5or6$l, $nd it rel$tes toother pro!r$6s in ter6s o5 !eneri si6il$rity $nd, 6ore essenti$lly, o5 di55erene. 'e*no# th$t $n $d is not p$rt o5 $ pro!r$6, #e *no# #hen one pro!r$6 5inishes $nd$nother st$rts. ro!r$6s $re st$ble, 5i:ed entities, produed $nd sold $s o66odities, $ndor!$nied by shedulers into distribution p$*$!es. allas is the s$6e pro!r$6 #hether itis bro$d$st in the N(, "orth 5ri$, or ustr$li$.

-13-

te:t is $ di55erent 6$tter $lto!ether. ro!r$6s $re produed, distributed, $nd de5ined bythe industry te:ts $re the produt o5 their re$ders. (o $ pro!r$6 beo6es $ te:t $t the6o6ent o5 re$din!, th$t is, #hen its inter$tion #ith one o5 its 6$ny $udienes $ti$tesso6e o5 the 6e$nin!sIple$sures th$t it is $p$ble o5 proo*in!. (o one pro!r$6 $nsti6ul$te the prodution o5 6$ny te:ts $ordin! to the soi$l onditions o5 its reeption.

$ll$s is $ di55erent te:t in the N(, in "orth 5ri$, $nd in ustr$li$, indeed, it is 6$nydi55erent te:ts in the N( $lone. +e:ts $re the site o5 on5lit bet#een their 5ores o5 prodution $nd 6odes o5 reeption. +he $n$lysis #e h$e ?ust per5or6ed sho#s ho# thedo6in$nt ideolo!y is strutured into popul$r te:ts by the disourses $nd onentions th$tin5or6 the pr$ties o5 prodution $nd th$t $re $ p$rt o5 their reeption. ut #h$t it h$snot sho#n is ho# other disourses, other onentions $n be brou!ht to be$r upon it th$t6$y on5lit #ith the do6in$nt ones strutured into it. te:t is the site o5 stru!!les 5or6e$nin! th$t reprodue the on5lits o5 interest bet#een the produers $nd onsu6ers o5the ultur$l o66odity. pro!r$6 is produed by the industry, $ te:t by its re$ders.

+o underst$nd both the prodution o5 pro!r$6s $nd the prodution o5 6e$nin!s 5ro6

the6, #e need to underst$nd the #or*in!s o5 disourse. +his is, in itsel5, $6ultidisursie ter6 th$t is, its us$!e $ries $ordin! to the disourse in #hih it issitu$ted. t its si6plest, disourse is the or!$ni$tion o5 l$n!u$!e $boe the leel o5 thesentene it is thus $n e:tensie use o5 l$n!u$!e. y e:tension it $n oer nonerb$ll$n!u$!es so th$t one $n t$l* o5 the disourse o5 the $6er$ or o5 li!htin!. +his5or6$listi use does not !et us ery 5$r, 5or it i!nores the soi$l $nd ideolo!i$ldi6ension. isourse is $ l$n!u$!e or syste6 o5 represent$tion th$t h$s deelopedsoi$lly in order to 6$*e $nd irul$te $ oherent set o5 6e$nin!s $bout $n i6port$nttopi $re$. +hese 6e$nin!s sere the interests o5 th$t setion o5 soiety #ithin #hih thedisourse ori!in$tes $nd #hih #or*s ideolo!i$lly to n$tur$lie those 6e$nin!s intoo66on sense. Jisourses $re po#er rel$tionsK <@D(ulli$n et $l. 1983 74=. isourse

is thus $ soi$l $t #hih 6$y pro6ote or oppose the do6in$nt ideolo!y, $nd is thus o5tenre5erred to $s $ Jdisursie pr$tie. K ny $ount o5 $ disourse or $ disursie pr$tie6ust inlude its topi $re$, its soi$l ori!in, $nd its ideolo!i$l #or* #e should not,there5ore, thin* $bout $ disourse o5 eono6is, or o5 !ender, but o5 $ $pit$list <orsoi$list= disourse o5 eono6is, or the p$tri$rh$l <or 5e6inist= disourse o5 !ender.(uh disourses 5reGuently beo6e institution$lied, p$rtiul$rly by the 6edi$ industries,in so 5$r $s they $re strutured by $ soi$lly produed set o5 onentions th$t $re t$itly$epted by both industry $nd onsu6ers. n this sense #e $n t$l* $bout the disourse o5



ne#s, or o5 $dertisin! these disourses still e:hibit our three de5inin! h$r$teristis - $topi $re$, $ soi$l lo$tion, $nd the pro6otion o5 the interests o5 $ p$rtiul$r soi$l!roup.

-14-

isourses 5untion not only in the prodution $nd re$din! o5 te:ts, but $lso in 6$*in!sense o5 soi$l e:periene. p$rtiul$r disourse o5 !ender, 5or e:$6ple, #or*s not onlyto 6$*e sense o5 $ teleision pro!r$6 suh $s Charlie-s .ngels( but $lso to 6$*e $ p$rtiul$r p$ttern o5 sense o5 !ender in the 5$6ily, in the #or*pl$e, in shool, in soi$llubs - in 5$t, in our !ener$l soi$l rel$tions. (oi$l e:periene is 6uh li*e $ te:t its6e$nin!s depend upon the disourses th$t $re brou!ht to be$r upon it. /ust $s t#odi55erently soi$lly situ$ted people 6$y 6$*e $ di55erent sense o5 the s$6e te:t, so they6$y 6$*e $ di55erent sense o5 the s$6e soi$l e:periene.

+his brin!s us to $nother h$r$teristi o5 disourse disourses $re not produed by theindiidu$l spe$*er or $uthor, they $re soi$lly produed the 6e$nin!s th$t they be$r

pree:ist their use in $ny one disursie pr$tie. t is o5ten s$id, so6e#h$t eni!6$ti$lly,th$t #e do not spe$* our disourse bur our disourse spe$*s us. +his 6e$ns th$t disoursenot only 6$*es sense o5 its topi $re$, it $lso onstruts $ sense, or soi$l identity, o5 us$s #e spe$* it. 'e $ll o5 us h$e $n e:tensie repertoire o5 disourses th$t #e need inorder to 6$*e sense o5 the $riety o5 te:ts $nd soi$l e:perienes th$t onstitute ourulture. +he $n$lysis o5 $ pro!r$6 $n identi5y the 6$in disourses out o5 #hih it isstrutured, but it $nnot o5 itsel5 identi5y the disourses th$t the ie#er #ill brin! to be$rupon it to 6$*e it into $ te:t th$t be$rs 6e$nin!s 5or hi6 or her. +he disourses o5 the pro!r$6 $tte6pt to ontrol $nd on5ine its potenti$l 6e$nin!s the disourse o5 the re$der6$y resist this ontrol.

(o te:ts $re unst$ble, unon5ined. +he $d $nd the pro!r$6 6$y be p$rt o5 the s$6e te:t intheir inter$tion in the prodution o5 6e$nin! $nd ple$sure. Me$nin!s $re not on5ined by produersD bound$ries bet#een pro!r$6s, but $re p$rt o5 the J5lo#K o5 teleision $se:periened by its $udienes. "either is the teleision te:t on5ined by the bound$ries o5its 6ediu6 re$din! $nd t$l*in! $bout teleision $re p$rt o5 the proess o5 6$*in! $ te:tout o5 it $nd $re deter6in$nts o5 #h$t te:t is $tu$lly 6$de. (o, too, is our e:periene o5other ultur$l 6edi$ - boo*s, 5il6s, ne#sp$pers, son!s, $nd so on. +he te:tu$lity o5teleision is essenti$lly interte:tu$l.

n essenti$l h$r$teristi o5 teleision is its polyse6y, or 6ultipliity o5 6e$nin!s. pro!r$6 proides $ potenti$l o5 6e$nin!s #hih 6$y be re$lied, or 6$de into $tu$lly

e:periened 6e$nin!s, by soi$lly situ$ted ie#ers in the proess o5 re$din!. +his polyse6i potenti$l is neither boundless nor strutureless the te:t deline$tes the terr$in#ithin #hih 6e$nin!s 6$y be 6$de $nd pro55ers so6e 6e$nin!s 6ore i!orously th$nothers. +he $n$lysis o5 the !art to !art se!6ent h$s sho#n ho# the onention$l use o5teleisu$l odes h$s pre5erred $ set o5 6e$nin!s th$t, $nd this is typi$l, 5it #ell #ith the$lues o5 the do6in$nt ideolo!y. ut other 6e$nin!s 6$y be 6$de <see h$pter ;= thete:tDs polyse6y or 6e$nin! potenti$l 6$y be re$lied di55erently. #hite #o6$n, 5ore:$6ple, 6$y 5ind the #indo#I portholeIl$undro6$t ?o*e o55ensie, $nd 6$y re$d the



heroineDs onern 5or her $ppe$r$ne $s eidene o5 her leerness in bein! $ble to out#itthe ill$in $nd ill$iness. +he point to 6$*e here is th$t the 6oti$tion to e:ploit the polyse6y o5 the pro!r$6 is soi$l the polyse6y o5 the te:t is neess$ry i5 it is to be popul$r $6on!st ie#ers #ho oupy $ $riety o5 situ$tions #ithin the soi$l struture.+his $riety o5 soi$l situ$tions is no h$r6onious rel$tionship o5 rou!hly eGu$l !roups $s6odeled by liber$l plur$lis6, but 6ust $l#$ys be understood in ter6s o5 do6in$tion $ndsub?u!$tion. +he uneGu$l distribution o5 po#er in soiety is the entr$l struturin! priniple in underst$ndin! the rel$tionship o5 $ny one !roup to others, or to the soi$lsyste6 $s $ #hole. s soi$l !roups $re neither $utono6ous nor eGu$l, so too the6e$nin!s they produe 5ro6 the te:t $re neither sel5-ont$ined nor eGu$l. +he 6ore positie, 5e6inine re$din! o5 the heroineDs e55orts to inre$se her $ttr$tieness is not $sel5-ont$ined, sel5-su55iient one $n essenti$l p$rt o5 its 6e$nin! is its rel$tionship #ith,$nd di55erene 5ro6, the do6in$nt 6e$nin!s o5 5e6$le $ttr$tieness in p$tri$rhy. s the#o6$n re$der is soi$lly positioned in $ po#er rel$tionship #ith p$tri$rhy, so herre$din!s o5 $ te:t enter $ po#er rel$tionship #ith those pre5erred by the ideolo!i$lstruture o5 the odes th$t o6prise it. olyse6y is $l#$ys bounded $nd strutured, 5or polyse6y is the te:tu$l eGui$lent o5 soi$l di55erene $nd diersity.

-1-

te:tu$l study o5 teleision, then, inoles three 5oi the 5or6$l Gu$lities o5 teleision pro!r$6s $nd their 5lo# the interte:tu$l rel$tions o5 teleision #ithin itsel5, #ith other6edi$, $nd #ith oners$tion $nd the study o5 soi$lly situ$ted re$ders $nd the proesso5 re$din!.

+he ter6 Jre$dersK 6$y see6 in$ppropri$te 5or the #$thers o5 teleision, but it is theter6 use 6ost 5reGuently in this boo*. $lso use the rel$ted ter6s o5 Jie#ers, KJ$udienes, K $nd J$udieneK to re5er in di55erent #$ys to the people #ho #$thteleision. Judiene, K in the sin!ul$r, is the e$siest ter6 to underst$nd - $nd dis6iss. t

i6plies th$t teleision re$hes $ ho6o!eneous 6$ss o5 people #ho $re $ll essenti$llyidenti$l, #ho reeie the s$6e 6ess$!es, 6e$nin!s, $nd ideolo!ies 5ro6 the s$6e pro!r$6s $nd #ho $re essenti$lly p$ssie. +he in$bility o5 the ter6 J$udieneK to $ount5or soi$l di55erenes $nd onseGuent di55erenes o5 6e$nin!s 6e$ns th$t it $sribes !re$tentr$liin!, ho6o!eniin! po#er to teleision $nd its produers. ConseGuently it seesthe $udiene $s rel$tiely po#erless $nd undisri6in$tin!, $t the 6ery o5 the b$rons o5the industry. t sees ie#ers, in (tu$rt A$llDs <1982= produtie phr$se, $s Jultur$ldopesK #ho $re un$ble to pereie the di55erene bet#een their interests $nd those o5 the produers. (uh $ ie# o5 the teleision $udiene is surprisin!ly #idely held, o5ten by people #ho, on other topis, $re $p$ble o5 thin*in! Guite le$rly.

-1;-

lur$liin! the ter6 into J$udienesK $t le$st reo!nies th$t there $re di55erenes bet#een the ie#ers o5 $ny one pro!r$6 th$t 6ust be t$*en into $ount. t reo!niesth$t #e $re not $ ho6o!eneous soiety, but th$t our soi$l syste6 is rissrossed by $:eso5 l$ss, !ender, r$e, $!e, n$tion$lity, re!ion, politis, reli!ion, $nd so on, $ll o5 #hih produe 6ore or less stron!ly 6$r*ed di55erenes, $nd th$t these soi$l di55erenes rel$te$6on! e$h other in $ o6ple:ity o5 #$ys th$t $l#$ys inoles the di6ension o5 po#er.



(oi$l po#er is uneGu$lly distributed in soiety, so $ny set o5 soi$l rel$tions neess$rilyinoles po#er $nd resist$ne, do6in$tion $nd subordin$tion. +he ter6 J$udienesKreo!nies the hetero!eneity o5 soiety $nd $llo#s 5or th$t hetero!eneity to be understoodin ter6s o5 po#er rel$tions.

+he ter6s Jie#erK $nd Jre$derK $re 6ore $tie th$n either J$udieneK or J$udienesK use the6 #ith $ onsider$ble oerl$p o5 6e$nin!, $nd thus, $t ti6es, interh$n!e$bly. utthere $re di55erenes o5 e6ph$sis bet#een the6. Jie#erK is so6eone #$thin!teleision, 6$*in! 6e$nin!s $nd ple$sures 5ro6 it, in $ soi$l situ$tion. +his soi$lsitu$tion is o6pounded o5 both the soi$l rel$tionsIe:periene o5 the ie#er <l$ss,!ender, et. = $nd o5 the 6$teri$l, usu$lly do6esti, situ$tion <#hih is $lso $ produt o5hisIher soi$l rel$tions= #ithin #hih teleision is #$thed. +he teleision ie#ere:perienes $ 5$r !re$ter $riety o5 6odes o5 #$thin! th$n does the ine6$ spet$tor.JBie#in!, K then, is $n $tie proess th$t brin!s to teleision the soi$l rel$tions o5 theie#er <herIhis point o5 ie#= $nd the 6$teri$l situ$tion ie#in! teleision ne#s #ill beGuite di55erent 5or the #o6$n #ho is oo*in! the 5$6ily 6e$l th$n 5or the 6$n slu6pedin $n $r6h$ir in 5ront o5 the set. ie#er is en!$!ed #ith the sreen 6ore $riously,$tiely, $nd seletiely th$n is $ spet$tor.

JBie#in!K is spei5i to teleision, Jre$din!K is o66on to $ll te:ts. (o the ter6 Jre$derK6e$ns Jthe produer o5 te:ts, the 6$*er o5 6e$nin!s $nd ple$sures. K +his produtie$bility is the result o5 soi$l e:periene or tr$inin!, #hether 5or6$l or in5or6$l. t is not$n inn$te !i5t, but $n $Guired $bility. t is $ soi$l pr$tie, is ideolo!i$l, $nd is the6e$ns by #hih soioultur$l e:periene, the te:t in Guestion, $nd its interte:tu$lrel$tionships, $re brou!ht to!ether in $ produtie 6o6ent o5 inter$tion. +he Jre$derK isless onretely situ$ted th$n the Jie#erK $nd is r$ther the e6bodi6ent o5 th$t entr$lultur$l proess - the prodution o5 6e$nin!.

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Cultur$l proesses $re o5ten re5erred to 6et$phori$lly $s thou!h they #ere eono6iones. ourdieuDs <1980= 6et$phor o5 ultur$l $pit$l is typi$l. y this he 6e$ns th$t $soietyDs ulture is $s uneGu$lly distributed $s its 6$teri$l #e$lth $nd th$t, li*e 6$teri$l#e$lth, it seres to identi5y l$ss interests $nd to pro6ote $nd n$tur$lie l$ss di55erenes.+hus, those ultur$l 5or6s #hih $ soiety onsiders to be Jhi!h, K 5or e:$6ple, l$ssi$l6usi, 5ine $rt, liter$ture, or b$llet, oinide #ith the t$stes o5 those #ith soi$l po#er,#here$s lo#bro# or 6$ss ultur$l 5or6s $ppe$l to those r$n*ed lo# on the soi$lstruture. +he point o5 this is th$t ulture $nd l$ss $re losely interrel$ted but thedisourse o5 ulture dis!uises its onnetion #ith l$ss. y usin! #ords li*e Jt$ste, K $ndJdisri6in$tion, K $nd by $ppe$lin! to $pp$rently uniers$l $lues suh $s those o5

$esthetis, the disourse o5 ulture !rounds ultur$l di55erenes in uniers$l hu6$n n$tureor in uniers$l $lue syste6s. t pretends th$t ulture is eGu$lly $$il$ble to $ll, $sde6or$ti $pit$lis6 pretends th$t #e$lth is eGu$lly $$il$ble to $ll. +he 5$t th$t 5e#$Guire either ulture or #e$lth is e:pl$ined by re5erene to n$tur$l di55erenes bet#eenindiidu$ls, #hih $re e:pressed $s di55erenes in their n$tur$l t$lents or t$ste thise:pl$n$tion hides the role o5 soi$l l$ss. +he upshot o5 this is th$t n$tur$lly JbetterK people <i.e. those #ith JbetterK t$ste= $pprei$te JbetterK $rt <i.e. th$t #hih isJinherentlyK 6ore uniers$l, $estheti= $nd there5ore the $lue syste6 th$t $lid$tes



Jhi!hK $rt $nd deni!r$tes Jlo#K $rt is b$sed in n$ture, $nd not in the uneGu$l distributiono5 po#er in $ l$ss-diided soiety. ourdieuDs $ount o5 ultur$l $pit$l ree$ls the$tte6pt o5 the do6in$nt l$sses to ontrol ulture 5or their o#n interests $s e55etiely $sthey ontrol the irul$tion o5 #e$lth. +he onsistent deni!r$tion o5 popul$r ulture, suh$s teleision, $s b$d 5or people indiidu$lly $nd b$d 5or soiety in !ener$l is entr$l to thestr$te!y.

+his theory o5 ultur$l $pit$l e:pl$ins the soi$l 5untion o5 ulture $s the proision o5 $syste6 o5 6e$nin!s $nd ple$sures th$t under#rites the soi$l syste6 strutured $roundeono6i, l$ss, $nd other 5or6s o5 soi$l po#er. Cultur$l $pit$l under#rites eono6i$pit$l. ut the 6et$phor o5 the ultur$l eono6y 6ust not be on5ined to its si6il$rities#ith the 6$teri$l eono6y. +he irul$tion o5 6e$nin!s $nd ple$sures in $ soiety is not,5in$lly, the s$6e $s the irul$tion o5 #e$lth. Me$nin!s $nd ple$sures $re 6uh h$rder to possess e:lusiely $nd 6uh h$rder to ontrol po#er is less e55etiely e:erted in theultur$l eono6y th$n it is in the 6$teri$l.

'e need to e:tend the 6et$phor o5 ultur$l $pit$l to inlude th$t o5 $ popul$r ultur$l$pit$l th$t h$s no eGui$lent in the 6$teri$l eono6y. opul$r ultur$l $pit$l is $n

$u6ul$tion o5 6e$nin!s $nd ple$sures th$t seres the interests o5 the subordin$ted $nd po#erless, or r$ther the dise6po#ered, 5or 5e# soi$l !roups $re utterly #ithout po#er.opul$r ultur$l $pit$l onsists o5 the 6e$nin!s o5 soi$l subordin$tion $nd o5 thestr$te!ies <suh $s those o5 $o66od$tion, resist$ne, opposition, or e$sion= by #hih people respond to it. +hese 6e$nin!s o5 subordin$tion $re not 6$de $ordin! to thedo6in$nt $lue syste6, they $re not ones th$t 6$*e $ o65ort$ble sense o5 subordin$tion$nd thus #or* to 6$*e people ontent #ith their soi$l situ$tion. R$ther they $re6e$nin!s 6$de by $ $lue syste6 th$t opposes or e$des the do6in$nt ideolo!y they $re6e$nin!s th$t $lid$te the soi$l e:periene o5 the subordin$te but not theirsubordin$tion.

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+his popul$r ultur$l $pit$l reGuires $ set o5 ultur$l o6petenies to Jre$dK it. runsdon<1981=, 5or e:$6ple, $r!ues th$t #o6en 5$ns o5 so$p oper$ $re hi!hly Jo6petentKre$ders. Cultur$l o6petene inoles $ riti$l underst$ndin! o5 the te:t $nd theonentions by #hih it is onstruted, it inoles the brin!in! o5 both te:tu$l $nd soi$le:periene to be$r upon the pro!r$6 $t the 6o6ent o5 re$din!, $nd it inoles $ onst$nt$nd subtle ne!oti$tion $nd rene!oti$tion o5 the rel$tionship bet#een the te:tu$l $nd thesoi$l. Cultur$l $pit$l $nd ultur$l o6petene $re both entr$l to peopleDs $bility to6$*e soi$lly pertinent $nd ple$sur$ble 6e$nin!s 5ro6 the se6ioti resoures o5 the te:t.

le$sure results 5ro6 $ p$rtiul$r rel$tionship bet#een 6e$nin!s $nd po#er. le$sure 5orthe subordin$te is produed by the $ssertion o5 oneDs soi$l identity in resist$ne to, inindependene o5, or in ne!oti$tion #ith, the struture o5 do6in$tion. +here is no ple$surein bein! $ Jultur$l dopeK there is, ho#eer, re$l ple$sure to be 5ound in, 5or e:$6ple,so$p oper$s th$t $ssert the le!iti6$y o5 5e6inine 6e$nin!s $nd identities #ithin $nd$!$inst p$tri$rhy. le$sure results 5ro6 the prodution o5 6e$nin!s o5 the #orld $nd o5sel5 th$t $re 5elt to sere the interests o5 the re$der r$ther th$n those o5 the do6in$nt. +hesubordin$te 6$y be dise6po#ered, but they $re not po#erless. +here is $ po#er in



resistin! po#er, there is $ po#er in 6$int$inin! oneDs soi$l identity in opposition to th$t proposed by the do6in$nt ideolo!y, there is $ po#er in $ssertin! oneDs o#n subultur$l$lues $!$inst the do6in$nt ones. +here is, in short, $ po#er in bein! di55erent. +hesee:ertions o5 po#er $re $ll $$il$ble to the subordin$te $nd $s suh $re $ll potenti$lsoures o5 popul$r ple$sure. le$sure reGuires $ sense o5 ontrol oer 6e$nin!s $nd $n$tie p$rtiip$tion in the ultur$l proess. @ne o5 the entr$l $r!u6ents o5 this boo* isth$t teleision is so popul$r, th$t is, it is $p$ble o5 o55erin! suh $ $riety o5 ple$sures tosuh $ hetero!eneity o5 ie#ers, be$use the h$r$teristis o5 its te:ts $nd o5 its 6odeso5 reeption en$ble $n $tie p$rtiip$tion in th$t sense-6$*in! proess #hih #e $llJulture. K

+eleision $nd its pro!r$6s do not h$e $n Je55etK on people. Bie#ers $nd teleisioninter$t. (o in this boo* sh$ll not t$l* $bout teleisionDs Je55et, K thou!h sh$ll re5er toits Je55etiity. K +his r$ther u!ly 5or6 o5 the #ord 6$*es it 6ore di55used $nd!ener$lied, less spei5i. n p$rtiul$r it t$*es it out o5 $ny diret rel$tionship #ith $J$use. K +eleision does not J$useK identi5i$ble e55ets in indiidu$ls it does, ho#eer,#or* ideolo!i$lly to pro6ote $nd pre5er ert$in 6e$nin!s o5 the #orld, to irul$te so6e6e$nin!s r$ther th$n others, $nd to sere so6e soi$l interests better th$n others. +his

ideolo!i$l #or* 6$y be 6ore or less e55etie, $ordin! to 6$ny soi$l 5$tors, but it is$l#$ys there, $nd #e need to thin* o5 it in ter6s o5 its e55etiity in soiety $t l$r!e, noto5 its e55ets upon spei5i indiidu$ls or !roups. J%55etiityK is $ soio-ideolo!i$lter6, Je55etK $n indiidu$lbeh$ioristi one.

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nd 5in$lly, in this preie# o5 so6e o5 the ter6s used in this boo*, #e o6e to th$t 6osti6port$nt $nd slippery onept o5 $ll - Julture. K Culture is onerned #ith 6e$nin!s$nd ple$sures our ulture onsists o5 the 6e$nin!s #e 6$*e o5 our soi$l e:periene $ndo5 our soi$l rel$tions, $nd there5ore the sense #e h$e o5 our Jseles. K t $lso situ$tes

those 6e$nin!s #ithin the soi$l syste6, 5or $ soi$l syste6 $n only be held in pl$e bythe 6e$nin!s th$t people 6$*e o5 it. Culture is deeply insribed in the di55erenti$ldistribution o5 po#er #ithin $ soiety, 5or po#er rel$tions $n only be st$bilied ordest$bilied by the 6e$nin!s th$t people 6$*e o5 the6. Culture is $ stru!!le 5or6e$nin!s $s soiety is $ stru!!le 5or po#er.

+his boo* is strutured into t#o uneGu$l setions. +he ne:t t#o h$pters, li*e the 5irsth$l5 o5 this one, inesti!$te the 5ores o5 ultur$l do6in$tion. +hey e:pl$in ho# thedo6in$nt ideolo!y $nd the soi$l !roups th$t it 5$ors h$e their politi$l $nd ultur$linterests pro6oted by teleision. +he rest o5 the boo* e:plores the #$ys in #hihteleision $n sere the interests o5 subordin$ted $nd oppressed !roups. For teleision is $

o6ple: ultur$l 6ediu6 th$t is 5ull o5 ontr$ditory i6pulses #hih en$ble it, on theone h$nd, to 6$*e pro5its 5or, $nd pro6ote the ideolo!y o5, the 5e#, but, on the otherh$nd, to pro6ote $n opposition$l, intr$nsi!ent, or, $t le$st, different ultur$l $pit$l 5or thesubordin$ted !roups th$t onstitute the 6$?ority o5 our diided soiety.

-20-

Chapter -



Realism

+he !art to !art se!6ent is Jre$listi, K not be$use it reprodues re$lity, #hih itle$rly does not, but be$use it reprodues the do6in$nt sense o5 re$lity. 'e $n thus $llteleision $n essenti$lly re$listi 6ediu6 be$use o5 its $bility to $rry $ soi$llyoninin! sense o5 the re$l. Re$lis6 is not $ 6$tter o5 $ny 5idelity to $n e6piri$lre$lity, but o5 the disursie onentions by #hih $nd 5or #hih $ sense o5 re$lity isonstruted.

+he 6ost obious is th$t it presents itsel5 $s $n un6edi$ted piture o5 e:tern$l re$lity.+his ie# o5 teleision re$lis6 is o5ten e:pressed by the 6et$phors o5 tr$nsp$reny orre5letion - teleision is seen either $s $ tr$nsp$rent #indo# on the #orld or $s $ 6irrorre5letin! our o#n re$lity b$* to us. t is si!ni5i$nt th$t both these 6et$phors ino*e $sheet o5 !l$ss $s $n i6person$l, nonultur$l 6ediu6 o5 reprodution - the hu6$n orultur$l $!eny in the proess is 6$s*ed this 6e$ns th$t the 5inished represent$tion isn$tur$lied, th$t it is 6$de to $ppe$r the result o5 n$tur$l r$ther th$n ultur$l proesses, itis t$*en $#$y 5ro6 the re$l6 o5 history $nd ulture $nd 6oed to#$rds th$t o5 uniers$ltruth. +$*in! the 6et$phors to their lo!i$l e:tre6e li*e this ree$ls their obious

in$deGu$y to e:pl$in the #$y th$t teleision !ies us represent$tions o5 the #orld, butso6e pro5ession$ls still lin! to #h$t 6edi$ theorists $ll Jthe tr$nsp$reny 5$ll$yK <the5irst o5 our 6et$phors=, $nd the use o5 the re5letion one is Guite o66on een inrel$tiely thou!ht5ul disussions o5 the 6ediu6. +he #$y th$t phr$sed it $t the be!innin! o5 this p$r$!r$ph does $llo# it so6e $lidity, 5or it does $ssu6e th$t it is ourre$lity, not the re$lity, th$t is re5leted in other #ords it $d6its th$t re$lity is the produto5 people, $nd not $ uniers$l ob?et th$t people 6erely obsere 5ro6 the outside. 'h$t #ish to do in this h$pter is to study the #$ys by #hih teleision produes Jre$lityKr$ther th$n re5lets it.

Re$lis6 $n be de5ined in $ nu6ber o5 #$ys, 5or it is $tu$lly $ 5$irly slippery onept

$p$ble o5 $ $riety o5 in5letions. $n '$tt <197= $nd R$y6ond 'illi$6s <1977= tend tode5ine it by its ontent. '$tt tr$es its ori!ins to the rise o5 the noel in the seenteenth$nd ei!hteenth enturies. Re$lis6 deeloped $lon!side e6piriis6, indiidu$lis6,hu6$nis6, $nd the bour!eoisie, so it is not surprisin! th$t it should sh$re h$r$teristis#ith $ll o5 the6. For '$tt re$lis6 depends on the belie5 in $n ob?etie re$lity th$t $n be$ur$tely e:periened by the hu6$n senses this re$lity is 6$de up o5 $n in5inity o5uniGue ob?ets, people, pl$es, $nd $tions. (o 5or hi6 re$lis6 h$r$teristi$llyrepresents p$rtiul$r eents h$ppenin! to indiidu$lied people in spei5ied pl$es $ndti6e sp$ns. +he senses $nd e:periene o5 the indiidu$l $re seen $s the pri6e #$y o56$*in! sense o5 this unierse o5 pheno6en$, $nd i5 soi$l, 6or$l, reli!ious, or politi$lide$s intrude, they 6ust $l#$ys be e:pressed #ithin the 5or6s o5 indiidu$l e:periene.

-21-

R$y6ond 'illi$6s <1977=, #hose histori$l perspetie oers the nineteenth $ndt#entieth enturies, lists three 6$in h$r$teristis o5 re$lis6 in dr$6$ he 5inds th$t ith$s $ onte6por$ry settin!, th$t it onerns itsel5 #ith seul$r $tion - th$t is, #ith hu6$n$tion desribed in e:lusiely hu6$n ter6s - $nd th$t it is Jsoi$lly e:tended. K y thishe 6e$ns th$t it de$ls #ith the lies $nd e:perienes o5 ordin$ry people, not *in!s $nd



soi$l le$ders in p$rtiul$r, th$t in5letion o5 re$lis6 #hih #e 6$y $ll Jsoi$l re$lis6K$nd #hih 'illi$6sDs de5inition is inlinin! to#$rds de$ls #ith the #or*in! l$ssDse:periene o5 subordin$tion in $n industri$l soiety. n so 5$r $s this is portr$yedsy6p$theti$lly <thou!h not unriti$lly=, 'illi$6s is $ble to $dd $ 5ourth h$r$teristio5 re$lis6, th$t it onsiously interprets this e:periene 5ro6 $ p$rtiul$r politi$l point o5ie#, nor6$lly 5ro6 the le5t. +he 5irst three h$r$teristis e:pl$in re$lis6Ds p$rtiul$rsuit$bility 5or teleision teleisionDs $udiene, li*e re$lis6Ds ontent, is soi$llye:tended, unli*e the 6ore seletie $udienes o5 the$ter or 6$ny ine6$ 5il6s teleisionis p$rtiul$rly #ell suited to representin! hu6$n $tion in hu6$n ter6s - its s6$ll sreen$nd o6p$r$tiely poor de5inition le$d it to onentr$te on 6idshots $nd lose-ups o5 people $tin!, re$tin!, $nd inter$tin!. ts repetition $nd its ori!ins in studios r$ther th$ne:terior lo$tions le$d it to rely on 5$6ili$r interior settin!s o5 $ hu6$n do6esti s$leth$t 5it o65ort$bly into the 5$6ily roo6 #ithin #hih it is usu$lly ie#ed. +eleisiontypi$lly de$ls #ith the onte6por$ry - this holds !ood $s $ !ener$li$tion despite the popul$rity o5 histori$l dr$6$ $s $ !enre. ndeed, ritis li*e Feuer <1983= $nd Ae$th $nd(*irro# <1977= h$e identi5ied $s one o5 the de5inin! h$r$teristis o5 teleision itsJno#ness, K the sense o5 bein! $l#$ys JlieK #hih it onst$ntly tries to pro6ote. Fil6 presents itsel5 $s $ reord o5 #h$t h$s h$ppened, teleision presents itsel5 $s $ rel$y o5

#h$t is h$ppenin!. %en $t the 6iro leel this sense o5 the present is oneyed byteleisionDs tehni$l proesses. Che$ply produed dr$6$s, suh $s so$ps $nd sito6s,$re nor6$lly shot #ith 6ultiple $6er$s in the studio $nd h$e li6ited or no postprodution editin!. +his 6e$ns th$t the ti6e t$*en to per5or6 $n $tion on teleisionoinides preisely #ith the ti6e t$*en to per5or6 it in Jre$l li5eK - de$d ti6e in the6iddle $nnot be edited out $s it is on 5il6. +his $bsene o5 $uthori$l <or editori$l=interention $dds subtly to the sense o5 re$listiness, the sense th$t the $6er$ is 6erelyreordin! #h$t h$ppened, $nd to the sense o5 lieness, th$t it is h$ppenin! no# - the s$6e per5et 6$th bet#een represented teleision ti6e $nd the lied Jre$lK ti6e o5 the ie#eris, $5ter $ll, h$r$teristi o5 !enuinely lie teleision, suh $s sport.

-22-

M$rion /ord$n <1981=, in her e:ellent disussion o5 the soi$l re$lis6 o5 the %n!lishso$p oper$ Coronation "treet( lists h$r$teristis th$t $re per5etly o6p$tible #ith thoseo5 '$tt $nd 'illi$6s

rie5ly the !enre o5 (oi$l Re$lis6 de6$nds th$t li5e should be presented in the 5or6 o5 $n$rr$tie o5 person$l eents, e$h #ith $ be!innin!, $ 6iddle $nd $n end, i6port$nt to theentr$l h$r$ters onerned but $55etin! others in only 6inor #$ys th$t thou!h theseeents $re ostensibly $bout social proble6s they should h$e $s one o5 their entr$lonerns the settlin! o5 people in li5e th$t the resolution o5 these eents should $l#$ys be

in ter6s o5 the e55et o5 person$l interentions th$t h$r$ters should be either #or*in!-l$ss or o5 the l$sses i66edi$tely isible to the #or*in! l$sses <shop*eepers, s$y, or thet#o-6$n business= $nd should be redibly $ounted 5or in ter6s o5 the Jordin$rinessK o5their ho6es, 5$6ilies, 5riends th$t the lo$le should be urb$n $nd proini$l <pre5er$blyin the industri$l north= th$t the settin!s should be o66onpl$e $nd reo!nis$ble <the pub, the street, the 5$tory, the ho6e $nd 6ore p$rtiul$rly the *ithen= th$t the ti6eshould be Jthe presentK th$t the style should be suh $s to su!!est $n un6edi$ted,



unpre?udied $nd o6plete ie# o5 re$lity, to !ie, in su66$ry, the i6pression th$t there$der, or ie#er, h$s spent so6e ti6e $t the e:pense o5 the h$r$ters depited. <p. 28=

'illi$6sDs e6ph$sis on soi$l e:tension $nd /ord$nDs on the #or*in! l$ss should $lertus to the 5$t th$t 6ost 6eri$n teleision re$lis6 is not Jsoi$l re$lis6K #ith itsi6plied ritiis6 o5 Jdo6in$ntK re$lis6. +eleisionDs #orld is 6uh 6ore entered on the6iddle l$ss #hih proides its typi$l ontent $nd ie#in! position.

@ur disussion o5 re$lis6 so 5$r h$s onentr$ted on its ontent $nd the de5inition o5 thesoi$l #orld #hih it proides. 'e h$e loo*ed $t its 5or6 only to stress its so-$lledtr$nsp$reny. ut 5or6 is ?ust $s 6uh $ be$rer o5 6e$nin! $nd ulture $s is ontent, $nd6$ny #ould $r!ue th$t, $s $ be$rer o5 ideolo!y, 5or6 is onsider$bly 6ore e55etie th$nontent. @biously the de5inition o5 the #orld $nd the $!end$ th$t onstitutes the #orld$re i6port$nt, but it is the 5or6 th$t they $re !ien th$t produes the point o5 ie# 5ro6#hih #e loo* $t the6, $nd thus the sense #e 6$*e o5 the6, $nd, p$r$do:i$lly, the sensethey 6$*e o5 us. For 6$*in! sense is $l#$ys $ t#o-#$y proess underst$ndin! the ob?etneess$rily inoles de5inin! the sub?et #ho is doin! the underst$ndin!.

-23-

+he 5or6 o5 re$lis6

(o re$lis6 $n be de5ined by its 5or6, $s #ell $s by its ontent. +his rel$tes it to #h$t itdoes r$ther th$n to #h$t it is or #h$t it sho#s <its ontent=. Re$lis6 does not ?ustreprodue re$lity, it 6$*es sense o5 it - the essene o5 re$lis6 is th$t it reprodues re$lityin suh $ 5or6 $s to 6$*e it e$sily underst$nd$ble. t does this pri6$rily by ensurin! th$t$ll lin*s $nd rel$tionships bet#een its ele6ents $re le$r $nd lo!i$l, th$t the n$rr$tie5ollo#s the b$si l$#s o5 $use $nd e55et, $nd th$t eery ele6ent is there 5or the purpose

o5 helpin! to 6$*e sense nothin! is e:tr$neous or $ident$l. +hus the 5lo#ers in theA$rtsD $bin $re not ?ust $ident$l deor$tion, they si!ni5y the A$rtsD l$ss, t$ste, $nd#e$lth, $nd they $lso $rry the $lues o5 bein! $ popul$r heroIine, those th$t onstitute$ttr$tieness.

h$e $ssu6ed th$t re$lis6 is typi$lly n$rr$tie in 5or6, $nd this $ssu6ption holds!ood indeed so6e, suh $s $rthes <197$=, i6ply th$t re$lis6 is $l#$ys n$rr$ti$l een$ photo or $ re$listi p$intin! is $ 5roen 6o6ent in $ n$rr$tie, $nd underst$ndin! itinoles reonstrutin! the n$rr$tie on either side o5 the 6o6ent presented to us.

+his de5inition o5 re$lis6 is p$rtiul$rly rele$nt 5or teleision be$use it $d6its o5

5$nt$sy. 'onder#o6$n or the (i: Million oll$r M$n $re Jre$listiK be$use theirJ5$nt$stiK $tions $nd $bilities on5or6 to the l$#s o5 $use $nd e55et, they $re rel$tedlo!i$lly to other ele6ents o5 the n$rr$tie, $nd #or* $ordin! to #h$t elsey <1980=$lls $ Jreo!ni$ble syste6. K

$ies <1978I9= deelops this point in her $r!u6ent th$t Aolly#ood ine6$ $ppe$ls $s#idely $s it does not be$use it is $ isu$li$tion o5 the nineteenth-entury re$list noel, but be$use its re$lis6 is $ble to e6body $ $riety o5 popul$r 5or6s



'h$t #e h$e in Aolly#ood ine6$ is not so 6uh $ tr$ns5erene onto the sreen o5 thedo6in$nt re$list n$rr$tie 5or6 <#hih #$s prinip$lly onerned #ith interior 6or$l li5e= but $ 5usin! o5 popul$r 5or6s <6elodr$6$, ro6$ne, $denture, othi thriller, detetiestory, et. = #ith $ re$list politiGue. <p. ;1=

Aer use o5 the #ord JpolitiGueK is si!ni5i$nt 5or it i6plies th$t the 6ode o5 re$lis6 itsel5is politi$l, is ideolo!i$l. +he politis lie in the #$y it Jont$insK the #orld #ithinelseyDs Jreo!ni$ble syste6. K Re$lis6 is thus de5ined by the #$y it 6$*es sense o5 there$l, r$ther th$n by #h$t it s$ys the re$l onsists o5. '$tt <197= re5ers to this #$y o5underst$ndin! re$lis6 #hen he points to its histori$l on?unture #ith e6piriis6,indiidu$lis6, hu6$nis6 <or seul$ris6=, $nd bour!eois $pit$lis6. +he #$y #e 6$*esense o5 $ re$listi te:t is throu!h the s$6e bro$d ideolo!i$l 5r$6e $s the #$y #e 6$*esense o5 our soi$l e:periene in the industri$lied #est <the $rt o5 non- or pre-$pit$listsoieties is r$rely re$listi=, $nd both inole the #$y #e 6$*e sense o5 ourseles, orr$ther, the #$y #e $re 6$de sense o5 by the disourses o5 our ulture.

-24-

@ne #$y in #hih #e $re 6$de sense o5 is desribed in sreen theory by the phr$se Jthe positionin! o5 the re$din! <or ie#in!= sub?et. K 'e #ill be e:plorin! the issuesinoled in the Guestion o5 sub?etiity in h$pter 4 5or the 6o6ent #e need to note th$tthe te:t produes $ soi$lly lo$ted position th$t it inites the ie#er to oupy in order tounderst$nd it e$sily $nd unproble6$ti$lly. +hus the !art to !art se!6ent inites theie#er to JbeK #hite 6eri$n, 6$le, $nd 6iddle-l$ss. Re$lis6 $hiees this positionin! o5 the re$din! sub?et throu!h its 5or6.

M$C$be <1981$= l$i6s $n essenti$l 5or6$l h$r$teristi o5 re$lis6 is th$t it is $l#$ys

strutured by $ Jhier$rhy o5 disourses. K y this he 6e$ns th$t $ re$listi n$rr$tie #illont$in $ r$n!e o5 di55erent $nd o5ten ontr$ditory disourses, #hih $re usu$llye:pliitly reo!nied $s suh, but th$t these $re lo# do#n in the disursie hier$rhy.+$*in! preedene oer the6 is $n Jun#rittenK $nd there5ore unreo!nied disourse#hih tells the Jtruth, K th$t is, it proides us <the re$der-spet$tor= #ith $ position o5 $ll-*no#in!ness 5ro6 #hih #e $n underst$nd $nd e$lu$te the $rious disourses o5 then$rr$tie. n 5ition, this is proided by the i6plied $uthor, in 5il6 $nd teleision by the5il6iIteleisu$l disourse throu!h #hih the story is told this o6es do#n 5in$lly toho# the $6er$ $nd the 6irophone represent the re$l $nd ho# the editor puts the resultsto!ether. +hus in the !art to !art se!6ent there is $ disourse o5 heroes $nd $ disourseo5 ill$ins, but the teleisu$l disourse <#hih #e h$e $lre$dy $n$lyed into its ele6ents

o5 settin!, li!htin!, di$lo!ue, 6usi, et. = !ies us the 6e$ns to underst$nd $nd e$lu$te both disourses $nd set the6 in $ sense-6$*in! rel$tionship to e$h other. +his unspo*en,unreo!nied disourse #hih M$C$be $lls the J6et$disourseK !ies us $ 6ore priile!ed position th$n either the heroIine or the ill$ins. +his position o5 spet$tori$l priile!e 5ro6 #hih the #orld 6$*es per5et re$listi sense M$C$be $lls Jdo6in$ntspeul$rity. K





198;=, $nd its essenti$l o6ponents, the shotIreerse shot tehniGue $nd the 180P rule, theeyeline 6$th $nd the $tion 6$th.

Moti$ted editin!, #hih deeloped $s the l$ssi Aolly#ood re$list style, tries to 6$*ethe #or* o5 the editor $nd diretor $s inisible $s possible. t does this by !iin! thei6pression th$t the edits $re $l#$ys reGuired or 6oti$ted by the eents in the Jre$lityKth$t the $6er$ is reordin! they $re neer the result o5 the desire to tell $ story in $ p$rtiul$r #$y. +his produes the e55et o5 se$6lessness, o5 $ ontinuous 5lo#, #ith no6$nu5$tured ?oins or ed!es. @5 ourse this is, in pr$tie, $ll nonsense - teleision ishe$ily edited, #ith uts ourrin! on $er$!e $bout eery seen or ei!ht seonds. +his6$int$ins $ hi!h de!ree o5 isu$l sti6ul$tion - onst$ntly h$n!in! si!ni5iers is $teleisu$l h$r$teristi - $nd see6s to be reGuired by teleisionDs less th$n i6posin!isu$l i6$!e $nd its typi$l 6ode o5 reeption.

-2;-

+he shotIreerse shot <or shotIountershot= is $ typi$l stylisti deie o5 6oti$tededitin!, $nd it is #orth loo*in! $t in so6e det$il to #or* out ho# it produes this Jre$lis6e55et. K Let us t$*e $ spei5i, but typi$l, e:$6ple, $ short seGuene 5ro6 $n episode o5Cagney and Lacey$

s C$!ney repl$es the phone $5ter $ $ll 5ro6 $ 6$n she h$s ?ust 6et, the $6er$ holdsL$ey $nd her in $ t#o-shot, est$blishin! the sp$ti$l rel$tionship bet#een the6. t is shot6ore 5ro6 C$!neyDs point o5 ie# th$n L$eyDs, $nd thus h$s L$ey in $l6ost 5ull 5$e.+his is J6oti$tedK $s it is she #ho opens the oners$tion, $nd C$!neyDs ie# o5 the phone $ll th$t #e $re 6ost interested in

Camera ialogue

"hot #/ +#o-shot, 5ousedon L$ey

LC%) (o heDs !or!eous $nd heDs not $ polie6$n. id he$s* you outH 0cut0

"hot / CN o5 C$!ney C"%) Ae !$e 6e his nu6ber. @H 0cut0

"hot 1/ CN o5 L$eyLC%) 'ell, did you tell hi6 you #ould !o out #ith hi6H 0cut0

"hot 2/ CN o5 C$!neyC"%) id you he$r the #ord JyesK p$ss these lipsH 0cut0

"hot 3/ CN o5 L$ey LC%) didnDt he$r the #ord JnoK either. 0cut0

<Cu Q Close Np=

-27-

%$h ut oinides preisely #ith $ h$n!e o5 spe$*er, so the editin! $nd $6er$ #or*$ppe$r to be deter6ined by the $tion it dis!uises its hi!hly onention$l, pl$nned 5or6in 5$our o5 $n $ppe$r$ne o5 n$tur$lness. C$u!hie <1981= distin!uishes use5ully bet#eenthe types o5 $6er$ #or* th$t $re $ppropri$te to the t#o styles o5 re$lis6 th$t he $lls thedr$6$ti loo* $t the re$l $nd the dou6ent$ry loo*. y the dr$6$ti loo* he re5ers to



the syste6 o5 loo*s $nd !l$nes #hih is 5$6ili$r 5ro6 5ition$l 5il6, $nd #hih #or*s to produe the onsisteny $nd 6oe6ent o5 the n$rr$tie, pl$in! the spet$tor in rel$tionto it - the rhetori, th$t is, o5 n$rr$tie re$list 5il6 eye-line 6$th, 5ieldIreerse-5ield, point-o5-ie#. +his rhetori entres the n$rr$tie it est$blishes, #ithin $ #orld o5 eents,senes, h$r$ters, $nd little n$rr$ties, the line $nd the onnetions #hih $re to be priile!ed. t orders the #orld into $ re$d$ble hier$rhy. <p. 342=

+his Cagney and Lacey seGuene e:e6pli5ies his de5inition preisely. +heshotIountershot <or 5ieldIreerse 5ield= p$ttern is #or*in! here to position the spet$torin M$C$beDs do6in$nt speul$rity. +he est$blishin! t#o-shot !ies us *no#led!e o5 the#hole sene #e then see e$h spe$*er 5ro6 ne$rly the point o5 ie# o5 the listener. 'e*no#, in shots 2 to , throu!h the onentions o5 eyeline 6$th $nd the 180P rule, e:$tly#ho6 e$h spe$*er is loo*in! $t $nd t$l*in! to, een thou!h she is not sho#n on thesreen. +his *no#led!e !ien by the 6et$disourse o5 $6er$ #or* $nd editin! issuperior to th$t possessed by either o5 the h$r$ters #e JseeK into e$h, under their#ords, $nd into the rel$tionship bet#een the6 6ore le$rly th$n either o5 the6 $n. +husit is i6port$nt th$t the $6er$ does not repl$e one o5 the h$r$ters, does not position use:$tly in her position, 5or this #ould position us $s one o5 the6 $nd deny us this

superiority. More i6port$ntly, it #ould $lso 6e$n th$t the spe$*er #ould $ppe$r to$ddress the $udiene diretly $nd #ould thus $ppe$r to reo!nie our presene. +heo6nisiene !ien us by this do6in$nt disourse o5 the $6er$ depends $lso upon our position $s $n inisible e$esdropper-oyeur #ho $n he$r, see, $nd underst$nd $ll#ithout the h$r$tersD *no#led!e. JRe$lityK is l$id b$re be5ore us.

nother e55et o5 these onentions o5 shotIreerse shot $nd 6oti$ted editin! is #h$t is$lled Jsuture. K +his liter$lly 6e$ns Jstithin!, K $nd #or*s in t#o di6ensions. +he 5irstis #ithin the 5il6 <or pro!r$6= itsel5 #here it re5ers to the #$y th$t the onstrution o5 the5il6, the #$y it is stithed to!ether, is 6$de inisible by these onentions so th$t oure:periene o5 it is one o5 Jse$6lessness. K +he seond is the #$y th$t it stithes the

spet$tor into the n$rr$tie by $llo#in! the spet$tor to see $nd underst$nd the $tion5ro6 <ne$rly= the points o5 ie# o5 the h$r$ters it 6$int$ins the i6pression th$t thesreen !ies us diret un6edi$ted $ess to the $tion, $nd thus $llo#s the5il6iIteleisu$l 6et$disourse to re6$in inisible, unspo*en.

-28-

+his $tte6pt $t se$6lessness is not on5ined to 5ition$l re$lis6. n ne#s or urrent$55$irs pro!r$6s lo$tion interie#s $re nor6$lly shot #ith $ sin!le $6er$ tr$ined on theinterie#ee. 5ter the interie# is 5inished, the $6er$ is then turned onto the interie#er#ho $s*s so6e o5 the Guestions $!$in $nd !ies $ series o5 Jnoddies, K th$t is, re$tion

shots, nods, s6iles, or e:pressions o5 sy6p$theti listenin!. +hese $re used to dis!uisel$ter edits in the interie#eeDs speeh. 'hen $ setion o5 this speeh is edited out, the utis dis!uised by insertin! $ Jnoddy, K thus hidin! the 5$t th$t $ny editin! o5 the spe$*erDs#ords h$s ourred. 'ithout the Jnoddy, K the isu$ls #ould sho# $n obious J?u6pKth$t #ould ree$l the edit.

+he $6er$ #or* $nd editin! in this Cagney and Lacey seGuene h$e produed $Jhier$rhy o5 disourses. K +he lo#er positions in the hier$rhy $re oupied by the



disourses o5 C$!ney $nd L$ey #hih o6e 5ro6 the soi$l b$ses o5 the tr$dition$l#o6$n #ho beliees th$t $ #o6$nDs h$ppiness depends upon her h$in! $ J6e$nin!5ulKrel$tionship #ith $ 6$n, $nd th$t o5 the ne#er Jliber$tedK #o6$n #ho h$llen!es this.+hese $re both #h$t M$C$be <1981$= $lls J#rittenK or Jspo*enK be$use they $ree:pliitly p$rt o5 the dr$6$. +he inisible 6et$disourse, ho#eer, #hih t$*eshier$rhi$l preedene oer the6, is not it is the 5il6iIteleisu$l disourse #hih, bye:pl$inin! $nd 6$*in! sense o5 the lo#er disourses, on5ers upon the ie#er the position o5 o6nisiene. Fro6 here the ie#er $n underst$nd the p$rti$lity o5 e$h#o6$nDs disourse, $nd thus $n see th$t in Jre$lityK the JtruthK lies so6e#here bet#eenthe t#o.

C$u!hie <1981= ontr$sts these onentions o5 dr$6$ti re$lis6 #ith those o5dou6ent$ry re$lis6

y the Jdou6ent$ry loo*K 6e$n the syste6 o5 loo*s #hih onstruts the soi$l sp$eo5 the 5ition, $ soi$l sp$e #hih is 6ore th$n si6ply $ b$*!round, but #hih, in $sense, onstitutes #h$t the dou6ent$ry dr$6$ #ishes to be $bout, the Jdou6entK #hihis to be dr$6$tised. +hus, Cathy Come !ome $nd The "pongers #ish to be $bout the

soi$l eniron6ent o5 setions o5 the o66unity $nd the bure$ur$y #hih oppressesthe6 ays of !ope l$i6s $s its sub?et the #hole o5 the l$bour 6oe6ent 5ro6 rur$lo66unity to or!$nised l$bour. +his $ttention to the soi$l eniron6ent $nd to theo66unity is #h$t onnets dou6ent$ry dr$6$ #ith the ideolo!y o5 n$tur$lis6. <p.342=

Ae !oes on to !ie $ !ood e:$6ple o5 this dou6ent$ry loo*

t $nother, $nd thin* 6ore 5und$6ent$l leel, the dou6ent$ry loo* 5inds itsonsisteny in the rhetori o5 the Junpl$nnedK or Junpre6edit$tedK shot the $6er$surprised by the $tion. n the l$st episode o5 ays of !ope( ($r$h $nd hilip $re in $ pub

($r$h r$ises her pint o5 beer $nd proposes $ to$st to the suess o5 the ener$l (tri*e $oie o55-$6er$ responds, JDll drin* to th$tK ($r$h, still in 6id lose-up, $*no#led!esthe spe$*er, still o55-$6er$ $nd only then does the $6er$ p$n round to loo* 5or the person #ho h$d t$*en it by surprise. +he little sene denies $ sript, denies pl$nnin!,denies rehe$rs$l, $nd est$blishes in their pl$e $ o6plete #orld #hih the $6er$ $nonly $pture, $nnot h$e onstruted, $ #orld #hih !oes on beyond the 5ition. . . . t isspont$neous, there5ore true. <p. 344=

-29-

@ther di55erenes th$t C$u!hie notes bet#een dr$6$ti $nd dou6ent$ry re$lis6 inlude

the dr$6$tiDs reli$ne on $n inisibility o5 5or6 $nd on $ spet$tor #ho 5or!ets the$6er$, #here$s the dou6ent$ry $ppe$rs to use $n ob?etie, but reo!nied $6er$,$nd thus uses onentions li*e the h$ndheld $6er$, the r$6ped shot, $nd Jn$tur$lKli!htin!, o5ten supported by unle$r or in$udible <$nd there5ore Jn$tur$lK= sound. +hedou6ent$ry onentions $re desi!ned to !ie the i6pression th$t the $6er$ h$sh$ppened upon $ piee o5 unpre6edit$ted re$lity #hih it sho#s to us ob?etiely $ndtruth5ully the dr$6$ti onentions, on the other h$nd, $re desi!ned to !ie thei6pression th$t #e $re #$thin! $ piee o5 un6edi$ted re$lity diretly, th$t the $6er$



does not e:ist. +his 6$y see6 p$r$do:i$l in ie# o5 the $re5ul 6$thin! o5 $6er$sriptin! to di$lo!ue $nd $tion, but the onentions o5 dr$6$ti re$lis6 $bound #ithsuh p$r$do:es, $ll $re5ully dis!uised.

+he onentions o5 the dr$6$ti loo* $re ide$lly suited to the l$ssi re$lis6 th$t 6$*esthe indiidu$lDs e:periene the Jn$tur$lK #$y o5 underst$ndin! re$lity. +hose o5 thedou6ent$ry, ho#eer, shi5t the e6ph$sis onto the eniron6ent o5 the prot$!onists, ontosoi$l 5$tors, $nd $#$y 5ro6 the indiidu$l. +hey $re thus better suited to the politi$lly$#$re soi$l re$lis6 th$t 'illi$6s <1977= 5inds in The Big Flame( $nd th$t 6$y be $lledJpro!ressieK i5 not Jr$di$lK <see p. 4;-7= they $re onseGuently less o66on in typi$l pri6e-ti6e teleision.

+here is $nother sene, l$ter in the s$6e episode o5 Cagney and Lacey( #hen theonentions o5 6oti$ted editin! $nd shotIreerse shot $re used di55erently. +he seneopens #ith $ shot o5 Christine C$!ney $t $ rest$ur$nt t$ble. +he 6$n she is #$itin! 5or<#ho is the one #ho h$d phoned her in the e$rlier sene= is seen throu!h the #indo# behind her. Ae enters the rest$ur$nt o55-$6er$, spe$*s his 5irst lines o55-$6er$, $nd thenenters the 5r$6e to ?oin C$!ney $t her t$ble. s he does so the $6er$ pulls b$* to !ie

the est$blishin! t#o-shot

Camera ialogue

"hot #/ %st$blishin! shotC$!ney #$its, the 6$n entersthe 5r$6e, $nd 5or6s $ t#o-shot

M" <off camera= Ai Christine,

C"%) @h, sorry, ?ust #ent $he$d $nd ordered, hope you donDt 6ind, D6 *ind$ pressed 5or ti6e.

M" @h no, oh no, itDs 5ine, hope thereDs no proble6.

C"%) "o, h$e si: $nd one h$l5 6inutes. esides, #$nted to see you. 0cut0

"hot / %CN o5 6$n

"hot 1/ CN o5 C$!neyDsre$tions his shoulder is isible

M" @h !ood, listen, donDt re6e6ber i5 told you but 0cut0 l$st ni!ht #$s . . . di55erent.

C"%) 'ell the rest$ur$nt #$s $ny#$y.

M" o you *no# #h$t D6 s$yin!, ChristineH

"hot 2%CN o5 6$n

"hot 3/ CN o5 C$!ney, ti!hterth$n shot 3

C"%) )es do 0cut0 4she pauses5 0cut0 $s s$id, #ent $he$d $nd ordered b$si$lly #h$teer they h$d prep$red, be$use - er - the truth is donDt *no# #h$t

you li*e to e$t.

M" D6 $n $denturer, re6e6berH

C"%) +h$tDs ri!ht, #here did you s$y you #ent toshoolH 0cut0

"hot 6/ %CN o5 6$n M" Nniersity o5 ennsyl$ni$. 0cut0

"hot 7/ CN o5 C$!ney C"%) Ri!ht, in hil$delphi$.



M" Nhu6.

C"%) Ri!ht . . . )ou #ent on $ b$s*etb$llshol$rshipH

M" Nhu6.

C"%) Ri!ht.

M" s eerythin! @H

C"%) tDs per5et. 'hyH

M" )ou ?ust see6 $ little nerous.

C"%) @h no, D6 ?ust interested, #ould li*e to !etto *no# you. 0cut0

"hot 8/ %CN o5 6$n M" thin* #e *no# e$h other pretty #ell. 0cut0

"hot 9/ CN o5 C$!ney <Cagney loo+s at him$= 0cut0

"hot #:/ +#o-shot, $s shot 1C"%) @h th$n* you <to waitress bringing theirmeal =.

-30-

<CN Q Close-up, %CN Q %:tre6e Close-Np=

Aere the n$rr$tie e6ph$sis $nd ie#er interest 5ous upon C$!neyDs suspiion o5 the6$n $nd o5 her o#n $ttr$tion to hi6, so this 6oti$tes the editin! to *eep the $6er$ onher $nd her re$tions een #hen he is spe$*in!, thus *eepin! her in shot 5or 6uh lon!erth$n hi6. Aer suspiion o5 hi6 is oneyed to us by her tone o5 oie $nd di$lo!ue theunspo*en teleisu$l 6et$disourse o5 the editin!, $6er$ #or*, $nd li!htin! JtellsK usth$t her suspiion is ?usti5ied. +he JtruthK o5 the sene lies in her e:periene o5 it, not inhis. +he editin! #e h$e $lre$dy 6entioned, but it is #orth notiin! ho# the $6er$ usesthe $ri$nts o5 the lose-up sho#n in shots 2, 3, $nd . +he 6$n <shots 2, 4, ;, 8= is$l#$ys shot in ti!hter lose-up th$n C$!ney is, $nd in h$pter 1 #e h$e noted th$te:tre6e lose-up is 6ore li*ely to be used to portr$y ill$ins th$n heroes this is not tosu!!est th$t the 6$n is $ ill$in, but to s#in! our sy6p$thy $#$y 5ro6 hi6, to see hi6

5ro6 C$!neyDs point o5 ie#. C$!ney, $t the be!innin! $nd endin! o5 the sene <shots 3,9=, is shot in Jnor6$lK lose-up. n shots $nd 7, ho#eer, she is 6ore #orried $bout hi6$nd $bout her 5eelin!s onernin! hi6, so the $6er$ 6oes in sli!htly to oney this$n:iety, but not 5$r enou!h 5or the shot to beo6e $n $lien$tin! e:tre6e lose-up. +he$6er$Ds $tte6pt to position us physi$lly $nd e6otion$lly #ith C$!ney is supported bythe li!htin! the 6$nDs 5$e is sli!htly less #ell lit th$n C$!neyDs, $nd her h$ir h$s b$*-li!htin! to !ie her $ Jh$loK e55et. oth o5 these $re st$nd$rd onentions o5 re$listili!htin! used to position the ie#er J#ithK one h$r$ter $nd J$!$instK the other.



-31-

+he 6et$disourse o5 teleision re$lis6 is !iin! C$!neyDs disourse hier$rhi$l preedene oer the 6$nDs, $nd 6$*es the sene e$sily re$d$ble by us in our position o5do6in$nt speul$rity. t #or*s to de5use the ontr$ditions in C$!neyDs e:periene byJe:pl$inin!K to us her suspiions o5 the 6$n $nd o5 her 5eelin!s 5or hi6. @urunderst$ndin! o5 the sene is o6nisient, $nd there5ore hier$rhi$lly superior een toC$!neyDs.

□ Realism and radicalism

+he theory o5 re$lis6 th$t #e h$e been 5ollo#in! so 5$r is le$din! us to the onlusionth$t re$lis6 is ineit$bly re$tion$ry, it 5in$lly represents the #orld to us in $ #$y th$tn$tur$lies the st$tus Guo. +his proides us #ith $ point o5 entry to the deb$te th$t h$sl$sted 5or $t le$st the l$st t#enty ye$rs $bout teleisionDs role in $n industri$lied soiety.+his deb$te 5ouses $round the Guestion o5 #hose interests does teleision sere, $nd#hose, i5 $ny, $re dis$d$nt$!ed by it. t is $ deb$te th$t, in one 5or6 or $nother, underliesthe #hole o5 this boo*.

For the 6o6ent #ish to on5ine it to the rel$tionship bet#een re$lis6 $nd r$di$lis6,$nd by r$di$lis6 6e$n $ riti$l interro!$tion o5 the do6in$nt ideolo!y $nd o5 thesoi$l syste6 #hih it h$s produed $nd underpins this ent$ils $n $#$reness o5 theineGu$lities $nd o5 the $rbitr$riness o5 l$te $pit$lis6, #hih in turn produes the desireto h$sten soi$l h$n!e $nd the #illin!ness to #or* 5or it.

n$lyti$lly it is onenient to identi5y t#o 6$in 5oi o5 this de5inition o5 r$di$lis6,#hih orrespond rou!hly to our t#o #$ys o5 theoriin! re$lis6 - i$ its ontent $nd i$its 5or6.

+he le$rest e:$6ple o5 the deb$te is th$t entered $round the ritish teleision 6ini-series ays of !ope in "creen in the l$te 1970s. +he 6$in p$rtiip$nts #ere M$C$be $ndMrthur, thou!h +ribe $nd C$u!hie $lso 6$de $lu$ble ontributions. +heir $rtilesh$e been olleted in ennett et al ., 1981 pp. 28-32. ays of !ope #$s $ series o55our teleision pl$ys th$t told the story o5 the rise o5 the ritish l$bor 6oe6ent 5ro6191; to the ener$l (tri*e o5 1928 throu!h the e:perienes o5 three 6$in 5ition$lh$r$ters. t proo*ed nu6erous publi o6pl$ints, #hih 5ell into t#o 6$in $te!ories -those ob?etin! to the CDs sreenin! o5 Jle5t-#in! prop$!$nd$K $nd those Guestionin!the histori$l $ur$y o5 its det$ils, #hether o5 dress, settin!, or $tion. t is si!ni5i$ntth$t the o6pl$ints brou!ht to!ether Guestions o5 ideolo!i$l truth or 5$lsity $nd ones o5re$listi $ur$y or in$ur$y. deolo!y $nd re$lis6 $re insep$r$ble.

-33-

+ribe <1981= 6$*es the point th$t the letters 5ro6 the publi onernin! the er$ity o5the i6$!e - the lothes, the buttons, #hether the $r6y 6$rhed in threes or 5ours in 191;- #ere not ?ust onerned #ith histori$l $ur$y, but th$t this onern #$s itsel5 $nideolo!i$l pr$tie $nd rel$ted to the ideolo!i$l #or* o5 the te:t



t $n be su!!ested th$t this er$ity o5 the i6$!e is the ehile 5or the er$ity o5 thehistory th$t it onstruts. +his history is itsel5 oneied $s the truth o5 $ p$st, $ set o5 politi$l eents th$t #e $n dr$# lessons 5ro6. +he pro?et o5 ays of !ope is thus$ssoi$ted #ith the #ritin! o5 $ popul$r history $lon! historiist lines. +his history isho#eer reo!nised $s +ruth by the ie#er not by irtue o5 the J5$tsK bein! orret, but be$use the i6$!e loo*s ri!ht. +he reo!nition e55et Jth$tDs the #$y it #$sK is $ produtnot o5 the historiity o5 the plot but o5 the 6$nipul$tion o5 the i6$!e. <p. 324=

+he re$listiness o5 the i6$!e diretly $55ets its belie$bility $nd thus is $ it$l p$rt o5the ultur$l 5or6 throu!h #hih the ideolo!i$l pr$tie oper$tes.

@biously, ays of !ope #$s $ potenti$lly r$di$l teleision dr$6$, $nd #$s seen $sun$ept$bly so by <presu6$bly= ri!ht-#in! 6e6bers o5 its $udienes. ts r$di$lis6 l$yin the #$y it proided $ re$listi ie# o5 reent history 5ro6 $ sel5-onsiously le5t-#in! politi$l ie#point it thus on5or6ed per5etly to 'illi$6sDs <1977= de5inin!h$r$teristis o5 re$lis6 - it #$s onte6por$ry <or ne$rly=, seul$r, soi$lly e:tended,$nd e:pliitly politi$l. t #$s bro$d$st in $ $pit$list soiety, $nd it $tte6pted to present$ le5t-#in!, riti$l ie# o5 th$t soiety. (o its ontent h$llen!ed the do6in$nt ideolo!y

o5 the ti6e, $nd een its h$rshest politi$l ritis, o5 #ho6 M$C$be #$s the 6ost$rtiul$te, $llo#ed th$t it #$s Jpro!ressieK i5 not r$di$l. ts pro!ressieness l$y in the#$y th$t its ontent opposed the do6in$nt ideolo!y $nd its ono6it$nt soi$l syste6.ut, $ordin! to M$C$be, it 5$iled to $hiee the st$tus o5 the r$di$l be$use its 5or6#$s th$t o5 onention$l dr$6$ti re$lis6. M$C$be $d6its the pro!ressieness o5 theontent o5 ays of !ope( but 5in$lly onde6ns it politi$lly be$use its potenti$l isde5used by the #$y it is 6$de sense o5 $nd understood #ithin the ideolo!i$l 5r$6e o5 bour!eois $pit$lis6 $s it is $ti$ted by the dr$6$Ds re$listi 5or6.

-34-

+his 6$y see6 $ tortuous $r!u6ent, $nd to underst$nd its 6ore !ener$l theoreti$li6pli$tions #e need to !o b$* to the notions o5 the hier$rhy o5 disourses, o5do6in$nt speul$rity, o5 ontr$ditions, $nd o5 tr$nsp$reny. Re$lis6 5or M$C$be isneess$rily re$tion$ry be$use it proposes $ notion o5 the JtruthK th$t is seen $s 5$tu$l,not $s $ onstrut o5 disourse $nd ulture. +his J5$tu$l truthK is oneyed by theunspo*en disourse $t the top o5 the hier$rhy, #hih he $lls the 6et$disourse, $nd#hih positions the ie#er $t the point 5ro6 #hih this truth is 6$de to see6 ob?etie,$deGu$te, $nd there5ore n$tur$l

+he si6ple $ess to truth #hih is !u$r$nteed by the 6et$-disourse depends on $repression o5 its o#n oper$tions $nd this repression on5ers $n i6$!in$ry unity o5

position on the re$der 5ro6 #hih the other disourses in the 5il6 $n be re$d.

<M$C$be 1981$ 310=

t is the tr$nsp$reny o5 the 6et$disourse <the Jrepression o5 its o#n oper$tionsK= th$t!u$r$ntees its truth5ulness be$use it dis!uises its $rbitr$riness $nd there5ore its politi$le55etiity. t positions the ie#er in J$n i6$!in$ry unity o5 positionK #hih is $ rui$l point in M$C$beDs $r!u6ent, 5or it is this th$t denies ontr$ditions, or r$ther proides $



6e$ns o5 resolin! ontr$ditions th$t 6$y be e:pressed lo#er in the disursiehier$rhy. +he point is th$t re$lis6 resoles ontr$ditions $nd does not le$e the6unresoled $nd reerber$tin! in the re$der. Nnresoled, $tie ontr$ditions #or*in! inthe re$derDs onsiousness #ould destroy the uni5ied position o5 do6in$nt speul$rity,$nd the o6pl$ent $ept$ne o5 o6nisiene th$t !oes #ith it, $nd produe inste$ddiso65ort, unert$inty, $nd $n $tie desire to thin* throu!h these ontr$ditions not ?ustin te:tu$l ter6s but in ter6s o5 the re$derDs soi$l e:periene. +his is the r$di$l 5r$6e o56ind th$t is the neess$ry ondition 5or the desire 5or soi$l h$n!e. +he rui$ldistintion is the one bet#een ontr$ditions in the te:t <#hih re$lis6 $n h$ndleo65ort$bly #ithout disturbin! its re$tion$ry entrenh6ent= $nd ontr$ditions in there$der <#hih $re $ preondition 5or r$di$lis6, $nd #hih the 5or6 o5 re$lis6 $n neer produe=.

n h$pter ; #e #ill disuss $n $ltern$tie, $nd 6ore produtie, theory o5 ontr$ditionsin the te:t, one th$t e6ph$sies the i6possibility o5 resolin! the6 5in$lly. M$C$beDstheory stresses the po#er o5 re$lis6, een #hen de$lin! #ith r$di$l ontent, to le$eie#ers $l#$ys in $ re$tion$ry 5r$6e o5 6ind be$use its 5or6 en$bles the6 to use thedo6in$nt ideolo!y to 6$*e do6in$nt sense o5 $ r$di$l 6oe6ent $nd thus to de5use its

r$di$lis6.

-3-

Re$lis6, in this ie#, is $ re$tion$ry 6ode o5 represent$tion th$t pro6otes $ndn$tur$lies the do6in$nt ideolo!y. t #or*s by 6$*in! eerythin! $ppe$r Jre$listi, K $ndJre$listinessK is the proess by #hih ideolo!y is 6$de to $ppe$r the produt o5 re$lityor n$ture, $nd not o5 $ spei5i soiety $nd its ulture. +hus, i5 the Aisp$ni ill$in in !art to !art h$d triu6phed oer the #hite hero, it #ould, in our soiety, h$e $ppe$redJunre$listi. K (i6il$rly, thou!h di55erently, i5 the shipDs $bin h$d h$d sGu$re #indo#sinste$d o5 portholes it #ould h$e $ppe$red Junre$listi. K Re$lis6 inoles $ 5idelity

both to the physi$l, sensu$lly pereied det$ils o5 the e:tern$l #orld, $nd to the $lueso5 the do6in$nt ideolo!y. n this #$y ideolo!y is 6$pped onto the ob?etie #orld o5Jre$lity, K $nd the $ur$y o5 re$lis6Ds represent$tion o5 the det$ils o5 this Jre$lK #orld beo6es the $lid$tion o5 the ideolo!y it h$s been 6$de to be$r - $nd use the ter6J6$de toK in both its senses o5 Jonstruted in order toK $nd JreGuired to. K Re$lis6Dsdesire to J!et the det$ils ri!htK is $n ideolo!i$l pr$tie, 5or the belie$bility o5 its5idelity to Jthe re$lK is tr$ns5erred to the ideolo!y it e6bodies. +he onentions o5re$lis6 h$e deeloped in order to dis!uise the onstrutedness o5 the Jre$lityK it o55ers,$nd there5ore o5 the $rbitr$riness o5 the ideolo!y th$t is 6$pped onto it. roundin!ideolo!y in re$lity is $ #$y o5 6$*in! it $ppe$r unh$llen!e$ble $nd unh$n!e$ble, $ndthus is $ re$tion$ry politi$l str$te!y.

-3;-

Chapter .

Realism and ideology

□ "op/larity



+here $re $ nu6ber o5 Guestions r$ised by the preious h$pterDs disussion o5 re$lis6$nd the onstrution o5 the ie#in! sub?et, p$rtiul$rly ones $bout its pertinene toteleision. For its ori!in is in 5il6 theory, $nd $lthou!h 5il6 $nd teleision sh$re 6$nyh$r$teristis, they $lso h$e rui$l di55erenes. +he 6ost i6port$nt o5 these luster$round the di55erent onditions o5 ie#in!, but there $re $lso rel$ted di55erenes in then$ture o5 the te:t, $nd in the onditions o5 prodution. +hese 5or6 the subst$ne o5 l$terh$pters in this boo*. For the 6o6ent #ish to disuss the rele$ne o5 the onept o5 $r$di$l te:t to 6$instre$6 bro$d$st teleision.

+eleision is, $boe $ll else, $ popul$r ultur$l 6ediu6. +he eono6is th$t deter6ine its prodution $nd distribution de6$nd th$t it re$hes $ 6$ss $udiene, $nd $ 6$ss $udienein #estern industri$lied soieties is o6posed o5 nu6erous subultures, or sub$udienes,#ith $ #ide $riety o5 soi$l rel$tions, $ $riety o5 soioultur$l e:periene $nd there5ore$ $riety o5 disourses th$t they #ill brin! to be$r upon the pro!r$6 in order tounderst$nd $nd en?oy it. For its o#n purposes teleision $tte6pts to ho6o!enie this$riety so th$t the one pro!r$6 $n re$h $s 6$ny di55erent $udienes $s possible. t triesto #or* #ithin #h$t these di55erent $udienes h$e in o66on, but it $lso h$s to le$e $sp$e 5or their di55erenes to o6e into pl$y in their re$din!s o5 the pro!r$6. 'e #ill !o

into this 6ore 5ully in h$pter , but 5or the 6o6ent #e should note th$t the #$y th$tM$C$be !ies the te:t $l6ost tot$l po#er to position the ie#in! sub?et denies thedi55erenes bet#een di55erent $udienes $nd bet#een the 6e$nin!s they $n, $nd do,onstrut 5ro6 the s$6e pro!r$6.

ut these di55erenes oper$te in $ onst$nt tension #ith ultur$l ho6o!eneity. +hiso66on !round is to be 5ound 5irstly in $ sh$red do6in$nt ideolo!y $nd seondly in $ seto5 te:tu$l onentions th$t produers $nd re$ders sh$re be$use they $re p$rt o5 $o66on history $nd e:periene. +eleision is $ onention$l 6ediu6 - its onentionssuit both the $udienes #ith their needs 5or 5$6ili$rity $nd routini$tion $nd the produers, 5or est$blished onentions not only *eep the osts o5 prodution do#n, they

$lso 6ini6ie the ris*s in the 6$r*etpl$e. +he eono6i di6ension o5 teleision !ies it$ onention$l 5or6, een #hen its ontent is 6ore pro!ressie.

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+hus Cagney and Lacey $n represent the soi$l #orld 5ro6 $ 5e6inine or een 5e6inist point o5 ie# in $ 5or6 <the onention$l polie series= #hih is onention$lly6$suline in its ideolo!y. d6ittedly this 6$suline 5or6 is te6pered #ith ele6ents5ro6 the 6ore 5e6inine 5or6 o5 the so$p oper$, but the pri6e onentions, $nd there5orethe do6in$nt ideolo!y, $re those o5 the p$tri$rh$l bour!eois 5or6 o5 the polie series.

s #e h$e seen, the e55et o5 puttin! $ soi$lly interro!$tie ie# o5 the #orld into $onention$l 5or6 is deb$t$ble. M$C$be $lso $r!ues th$t the onention$lity o5 the 5or6#ill $l#$ys, 5in$lly, de5use $ny r$di$lis6. For hi6, the un#ritten disourse $t the top o5the hier$rhy, the 6et$disourse, 6$*es suh per5et $nd o65ort$ble sense th$t it deniesthe need 5or $ny 5urther interro!$tion on the p$rt o5 the ie#er by produin! $ 5r$6e o56ind, th$t o5 o6nisiene, th$t 6$*es 5urther soi$l interro!$tion not ?ust unneess$ry, but $tu$lly i6possible.



+his $r!u6ent ends in $ si6il$r pl$e, $lthou!h it !ets there by $ ery di55erent route, toth$t o5 the pessi6isti M$r:is6 o5 the Fr$n*5urt (hool. +heir ie# #$s th$t the ultureindustry o5 $pit$lis6 ho6o!enied people into $ 6$ss, $nd deindiidu$lied the6 bydeb$sin! their t$ste into th$t o5 the lo#est o66on deno6in$tor. +he o6bin$tion o5eono6is $nd ideolo!y #$s so po#er5ul th$t $ny opposition$l or r$di$l 6oe6ent #$si66edi$tely s#$llo#ed up or inorpor$ted into the do6in$nt ideolo!y. +hus $ sho# li*eCharlie-s .ngels( popul$r in the l$te 1970s, ould be s$id to h$e $n ele6ent o5r$di$lis6 in th$t it sho#ed three 5e6$le deteties in roles th$t #ere nor6$lly on5inedto 6en. ut the 5$t th$t they #ere $st $nd photo!r$phed to 5ore!round their se:u$l$ttr$tieness ould be seen $s $ deie o5 inorpor$tion th$t is, their r$di$lis6 #$sinorpor$ted into the do6in$nt se:ist ideolo!y throu!h the 5or6 o5 their represent$tion insuh $ #$y $s to sho# th$t p$tri$rhy $n $o66od$te Jthe ne# #o6$nK into its ie#o5 the #orld #ithout h$in! to 6$*e $ny $d?ust6ents o5 priniple, only 6inor ones o5det$il. (i6il$rly, the 5e6$le #indo#IportholeIl$undro6$t ?o*e in our !art to !artse!6ent $n be seen $s $n inorpor$tin! deie.

n both $ses the e55et o5 inorpor$tin! si!ns o5 Jthe ne# #o6$nK into p$tri$rhy is tode5use $ny thre$t it 6i!ht ont$in $nd to de6onstr$te p$tri$rhyDs $bility to $o66od$te

potenti$lly r$di$l 6oe6ents #ithin the e:istin! po#er struture. n this #$y its !rip onour soi$l 6e$nin!s o5 !ender is $tu$lly stren!thened.

@ne o5 the e55ets o5 inorpor$tion th$t is rele$nt here is its $bility to rob the r$di$l o5its oie $nd thus o5 its 6e$ns o5 e:pressin! its opposition. 'hen the iono!r$phy o5 the pun* style o5 dress #$s inorpor$ted into J5$shionK by the industry, the pun* subulture#$s robbed o5 one o5 its 6$in 6e$ns o5 e:pressin! its opposition to the do6in$nt order.(o, too, the inorpor$tion o5 $ le5t-#in! or 5e6inine disourse into bour!eois p$tri$rhy$n rob these disourses o5 their r$di$l Gu$lities. norpor$tion is $ po#er5ul ideolo!i$lde5ense 6eh$nis6.

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$rthes <1973= uses the 6et$phor o5 inoul$tion to e:pl$in $ si6il$r ideolo!i$l proess

@ne i66unies the ontents o5 the olletie i6$!in$tion by 6e$ns o5 $ s6$llinoul$tion o5 $*no#led!ed eil one thus protets it $!$inst the ris* o5 $ !ener$liedsubersion. <p. 10=

+hus teleision ne#s #ill o5ten inlude r$di$l oies, spo*espeople 5ro6 tr$de unions,5ro6 pe$e de6onstr$tors, or 5ro6 eniron6ent$lists, but these #ill be ontrolled doses#hose e:tent $nd positionin! in the ne#s story #ill be hosen by the $!ents o5 the

do6in$nt ideolo!y. (i6il$rly, bour!eois re$lis6 $n ont$in r$di$l $nd subersiedisourses, but it pl$es the6 lo# do#n in the hier$rhy o5 disourses $nd thus en$blesthe6 to Jinoul$teK the do6in$nt ideolo!y $!$inst the r$di$lis6 #hih it is $pp$rently$llo#in! to spe$*. +he i6pli$tion o5 this 6et$phor is th$t the do6in$nt ideolo!ystren!thens its resist$ne to $nythin! r$di$l by in?etin! itsel5 #ith ontrolled doses o5the Jdise$se. K +he inorpor$tion theory o5 the Fr$n*5urt (hool #or*s the s$6e #$y -$pit$lis6 is stren!thened by the ele6ents it inorpor$tes 5ro6 the opposition$l, $nd bythe oies it h$s robbed 5ro6 the r$di$l.



+his position ends up by i6plyin! th$t $ll popul$r ulture ineit$bly seres the interestso5 the do6in$nt ideolo!y, 5or it is this th$t proides the o66on !round bet#een produers $nd $udiene-seen-$s-onsu6ers, $nd bet#een di55erent $udiene !roups#hose di55erenes $re thus 6ini6ied. t then produes the onention$l 5or6 o5 the popul$r #or* o5 $rt #hih per5or6s its #or* o5 positionin! the ie#er $s $ sub?et o5 $ndin the do6in$nt ideolo!y so e55etiely th$t $ny r$di$lis6 o5 the ontent is neess$rilyde5used by the onention$lity o5 the 5or6.

+his opens up the Guestion o5 the n$ture o5 the ie#in! proess by #hih sense is 6$deo5 both the pro!r$6 $nd the ie#er. +his 5or6s the subst$ne o5 the ne:t h$pter here si6ply #ish to point to one i6pli$tion o5 MrthurDs position th$t M$C$be denies -this is the $bility $nd 5reedo6 o5 the ie#er to brin! e:tr$-te:tu$l e:periene $nd$ttitudes to be$r upon the re$din! o5 the pro!r$6. +hus #o6en h$e told 6e ho# 6uhthey en?oyed Charlie-s .ngels #hen it $ppe$red on their sreens in the 1970s, $nd th$ttheir ple$sure in seein! #o6en t$*in! $tie, ontrollin! roles #$s so !re$t th$t itoerrode the inorpor$tin! deies th$t #or*ed to reuper$te the 5e6inist ele6ents in itsontent b$* into p$tri$rhy. +he ideolo!i$l tension bet#een p$tri$rhy $nd 5e6inis6#$s not resoled $s le$rly or o6pletely $s the theory o5 the hier$rhy o5 disourses

#ould h$e us beliee #hile the hier$rhy is undoubtedly there in the pro!r$6, it 6$y#ell be th$t its ideolo!i$l e55etiity #$s on5ined to those ie#ers #ho lied their liesthrou!h the do6in$nt ideolo!i$l pr$tie, or $ lose in5letion o5 it, #here$s those #ho5ound th$t the do6in$nt ideolo!y did not en$ble the6 to 6$*e $deGu$te sense o5 theirsoi$l e:periene, $nd #ho thus turned to $n opposition$l or $ltern$tie one, #ere $ble to brin! this di55erent ideolo!i$l 5r$6e to be$r upon the pro!r$6 $nd still 6$*e $ sense outo5 it $nd 5ind $ ple$sure in it th$t #$s their sense, their ple$sure, not the one proposed bythe pro!r$6. n other #ords, the pro!r$6 $n 6e$n di55erent thin!s to di55erent people - $6$le re$din! 6$y di55er 5ro6 $ 5e6$le, 5e6$le ple$sure 5ro6 6$le ple$sure. n l$terh$pters #e #ill e:plore the i6pli$tions o5 this 6ore 5ully. For the 6o6ent #e need tonote th$t there is so6e eidene th$t the teleision pro!r$6 is $ rel$tiely open te:t <th$t

is, $ $riety o5 6e$nin!s $n be, $nd $re, 6$de 5ro6 it=, th$t these 6e$nin!s 6$y besoi$lly deter6ined r$ther th$n te:tu$lly deter6ined, $nd th$t it is throu!h this openness$nd polyse6y th$t the s$6e pro!r$6 $n be popul$r #ith $ $riety o5 $udienes.

-39-

+he 5in$l in$bility o5 the te:t to i6pose its J6e$nin!K upon its re$ders reGuires us toreonsider the e:tent o5 the po#er th$t lthusser !r$nts to ideolo!y. +his po#er toonstitute people $s sub?ets-in-ideolo!y $ppe$rs to be so !re$t th$t resist$ne is $l6osti6possible, yet #ithout resist$ne to ideolo!y, resistin! or opposition$l re$din!s o5 te:ts#ould be unli*ely, i5 not i6possible. r$6siDs theory o5 he!e6ony !r$nts resist$ne $

5$r 6ore i6port$nt role th$n does lthusserDs theory o5 ideolo!y. rie5ly, he!e6ony 6$y be de5ined $s th$t proess #hereby the subordin$te $re led to onsent to the syste6 th$tsubordin$tes the6. +his is $hieed #hen they JonsentK to ie# the soi$l syste6 $ndits eeryd$y e6bodi6ents $s Jo66on sense, K the sel5-eidently n$tur$l. itlinDs <1982=se6in$l $ount o5 the he!e6ony o5 teleision 5or6s !ies due stress to the role o5resist$ne, but his $n$lysis $ppe$rs to de6onstr$te th$t this he!e6ony is $l6ostirresistible. Ao#eer, he does ite lu6Ds <19;4= 5indin!s th$t bl$* $udienes 5reGuently



put do#n teleision pro!r$6s #hile #$thin! the6 $s eidene th$t the onsent o5 thesubordin$te is neer o6pletely nor 5in$lly $hieed.

Merer <198;$= $r!ues th$t this Guestion o5 onsent is one th$t h$s been in$deGu$telyinesti!$ted. Consent h$s been $ssu6ed to t$*e one o5 t#o 5or6s

either this onsent is - p$r$do:i$lly; forced by 6e$ns o5 $ le!iti6isin! Jdo6in$ntultureK or the 5ore is consented to i$ $ liber$l oneption #hih holds th$t the6$insprin! o5 onsent resides in the soerei!n $nd le!$l $te!ory o5 the indiidu$l. %ither#$y the site o5 onsent is redued to $ $uous ti6idity $nd its ousins Jple$sureK $nd theJpopul$rK $re si6il$rly $ssi6il$ted to either ideolo!i$l e55ets or person$l pre5erenes.<p. 0=

-40-

Merer $r!ues th$t suh si6plisti notions o5 onsent 5$il to lo$te it #ithin $ o6ple:,el$bor$ted ulture suh $s those o5 industri$lied soieties. Consent $n t$*e $s 6$nydi55erent 5or6s $s there $re di55erent soi$l $nd histori$l 6o6ents o5 its ne!oti$tion. ndonsent $n only be ne!oti$ted #ithin strutures o5 do6in$tion, subordin$tion, $ndresist$ne.

Ae!e6ony is $ onst$nt stru!!le $!$inst $ 6ultitude o5 resist$nes to ideolo!i$ldo6in$tion, $nd $ny b$l$ne o5 5ores th$t it $hiees is $l#$ys pre$rious, $l#$ys inneed o5 re-$hiee6ent. Ae!e6onyDs JitoriesK $re neer 5in$l, $nd $ny soiety #illeidene nu6erous points #here subordin$te !roups h$e resisted the tot$l do6in$tionth$t is he!e6onyDs $i6, $nd h$e #ithheld their onsent to the syste6.

($id <1984= lin*s r$6siDs notion o5 he!e6ony to th$t o5 el$bor$tion Jel$bor$tion is theense6ble o5 p$tterns 6$*in! it 5e$sible 5or soiety to 6$int$in itsel5K <p. 171=. n

el$bor$ted ulture is dense, o6ple:, $nd $boe $ll dierse Jthe re$l depth in the stren!tho5 the 6odern 'estern st$te is the stren!th $nd depth o5 its ulture, $nd ultureDs stren!this its $riety, its hetero!eneous plur$lityK <p. 171=. n el$bor$ted ulture is one th$t isstrutur$lly opposed to the ho6o!eniin! 5ore o5 the do6in$nt oneption o5 #h$t $soiety $nd its sub?ets ou!ht to be li*e, $nd its el$bor$tion onsists o5 $ #ide diersity o55or6s o5 resist$ne.

r$6siDs insi!ht is to h$e reo!nied th$t subordin$tion, 5r$turin!, di55usion,reproduin!, $s 6uh $s produin!, re$tin!, 5orin!, !uidin!, $re $ll neess$ry $spetso5 el$bor$tion. <($id 1984 171, ited in Merer 198 1=

Ae!e6ony h$r$teries soi$l rel$tions $s $ series o5 stru!!les 5or po#er. Cultur$lstudies ie# te:ts si6il$rly, $s the site o5 $ series o5 stru!!les 5or 6e$nin!. +he do6in$ntideolo!y, #or*in! throu!h the 5or6 o5 the te:t, $n be resisted, e$ded, or ne!oti$ted#ith, in $ryin! de!rees by di55erently soi$lly situ$ted re$ders.

□ Realism and disco/rse





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"o# $ re6$r*$ble pheno6enon ours in the 6$tter o5 n$6in! this re!i6e $s $neono6i 5$t, the bour!eoisie is named #ithout $ny di55iulty $pit$lis6 is openly pro5essed. s $ politi$l 5$t, the bour!eoisie h$s so6e di55iulty in $*no#led!in! itsel5there $re no Jbour!eoisK p$rties in the Ch$6ber. s $n ideolo!i$l 5$t, it o6pletelydis$ppe$rs the bour!eoisie h$s obliter$ted its n$6e in p$ssin! 5ro6 re$lity torepresent$tion, 5ro6 eono6i 6$n to 6ent$l 6$n. t o6es to $n $!ree6ent #ith the5$ts, but does not o6pro6ise $bout $lues, it 6$*es its st$tus under!o $ re$l e<;nominating oper$tion the bour!eoisie is de5ined $s the social class which does not wantto be named$ <p. 138=

%:no6in$tion 6$s*s the politi$l ori!in o5 disourse, $nd thus 6$s*s l$ss, !ender,r$i$l, $nd other di55erenes in soiety. t est$blishes its sense o5 the re$l $s the commonsense $nd, #hen it $hiees this, inites <$rthes $nd M$C$be #ould s$y JreGuiresK= thesubordin$te subultures to 6$*e sense o5 the #orld, o5 the6seles, $nd o5 their soi$lrel$tions, throu!h the do6in$nt, e:no6in$ted disourse, $nd thus, $ordin! to $rthes,to identi5y ideolo!i$lly #ith their oppressor

y spre$din! its represent$tions oer $ #hole $t$lo!ue o5 olletie i6$!es 5or petit- bour!eois use, the bour!eoisie ounten$nes the illusory l$* o5 di55erenti$tion o5 thesoi$l l$sses it is $s 5ro6 the 6o6ent #hen $ typist e$rnin! t#enty pounds $ 6onthrecogni=es herself in the bi! #eddin! o5 the bour!eoisie th$t bour!eois e:-no6in$tion$hiees its 5ull e55et, <p. 141=

n preisely the s$6e #$y, re$lis6 inites <or reGuires= !roups subordin$ted by l$ss,!ender, $nd r$e to <6is=reo!nie the6seles in the e:no6in$ted 6et$disourse o5 the !art to !art se!6ent. isourses lo#er do#n the hier$rhy $n be n$6ed, $nd this initsel5 beo6es $ si!n o5 their lo#er disursie st$tus. +o n$6e $ disourse, s$y, J5e6inistK

or JM$r:istK is to i6ply th$t other disourses, other points o5 ie#, $re possible. @nlyth$t #hih is not n$6ed $ppe$rs to h$e no $ltern$tie, only th$t #hih is not n$6ed $n$hiee the st$tus o5 the n$tur$l, o5 o66on sense. n M$C$beDs theory, the Jun#rittenK6et$disourse #or*s so #ell be$use it is Je:no6in$ted. K t h$s been one o5 the$hiee6ents o5 M$r:ist ultur$l ritiis6 in the thirty ye$rs sine $rthes 5irst proposedthis theory th$t $pit$lis6 $n be n$6ed in the ultur$l $nd disursie do6$ins $s #ell $sin the eono6i 5e6inis6 h$s $hieed the n$6in! o5 p$tri$rhy in $ ery 6uh shorter period.

+he repression o5 the role o5 disourse in de5inin! the re$l le$ds to t$utolo!y - the re$l is#h$t is re$l, not the re$l is #h$t s$y is re$l. +eleision re$lis6 $rtiul$tes J$ l$ssi

rel$tion bet#een n$rr$tie $nd ision in #hih #h$t #e see is true $nd this truth on5ir6s#h$t #e seeK <M$C$be 1981 31=. $rthes <1973= desribes t$utolo!y $t #or* in 6oredet$il

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+$utolo!y is the indi!n$nt Jrepresent$tionK o5 the rights o5 re$lity oer $nd $boel$n!u$!e. (ine it is 6$!i$l, it $n o5 ourse only t$*e re5u!e behind the $r!u6ent o5



$uthority thus p$rents $t the end o5 their tether reply to the hild #ho *eeps on $s*in!Guestions because that-s how it is$ <p. 13=

+hose !roups #ith $uthority <those th$t onstitute #h$t $rthes $lls the bour!eoisie= tryto preent $ stru!!le oer 6e$nin! by n$tur$liin! their 6e$nin! - their eono6i $ndsoi$l po#er is 6obilied disursiely, ideolo!i$lly, $nd ultur$lly to e:no6in$te itsel5 beyond the re$l6 o5 potenti$l opposition. M$C$beDs $ount o5 the oper$tion o5 the6et$-disourse in re$lis6 is identi$l. s those #ith soi$l po#er $re, $6on!st otherthin!s, #hite, 6$le, 6iddle-l$ss, o5 onser$tie reli!ion, 6iddle$!ed, $nd liin! in $neono6i$lly $nd politi$lly po#er5ul re!ion, #e 6$y e:pet the 6et$disourse o5teleision re$lis6 to ori!in$te 5ro6 th$t soi$l point #here these disourses interset, $ndthere5ore to n$tur$lie th$t point o5 ie# $nd to #or* to#$rds est$blishin! it $s theo66on-sense onsensus o5 the n$tion. t denies the subordin$te <those !roups th$t$rthes $lls the oppressed= the 6e$ns o5 $rtiul$tin! $nd underst$ndin! theirsubordin$tion by denyin! the6 $ disourse #ith #hih to spe$* $nd thin* theiropposition. s $rthes <1973= puts it

+he oppressed is nothin!, he h$s only one l$n!u$!e, th$t o5 his e6$nip$tion the

oppressor is eerythin!, his l$n!u$!e is rih, 6ulti5or6, supple, #ith $ll the possiblede!rees o5 di!nity $t its dispos$l he h$s $n e:lusie ri!ht to 6et$-l$n!u$!e. +heoppressed ma+es the #orld, he h$s only $n $tie, tr$nsitie <politi$l= l$n!u$!e theoppressor onseres it, his l$n!u$!e is plen$ry, intr$nsitie, !estur$l, the$tri$l it isMyth. +he l$n!u$!e o5 the 5or6er $i6s $t tr$ns5or6in!, o5 the l$tter $t etern$liin!. <p.149=

'h$t is i6port$nt here is $rthesDs su!!estion th$t the oppressed 6ust h$e onedisourse th$t deries 5ro6 their 6$teri$l soi$l e:istene, the disourse o5 e6$nip$tionth$t $i6s $t tr$ns5or6in! the #orld, #hih no $6ount o5 soi$l, eono6i, or ultur$l po#er $n deny the6. +here is thus $l#$ys $ point 5ro6 #hih he!e6ony $n be resisted

$nd soi$l h$n!e 6oti$ted. M$C$be see6s to deny the possibility o5 this point preserin! its e:istene #ithin or in spite o5 the strutures o5 po#er $nd do6in$tionr$n!ed $!$inst it.

-44-

□ Television and social change

+he $r!u6ents th$t teleision is $l#$ys $n $!ent o5 the st$tus Guo $re oninin!, but nottot$lly so. (oi$l h$n!e does our, ideolo!i$l $lues do shi5t, $nd teleision is p$rt o5this 6oe6ent. t is #ron! to see it $s $n ori!in$tor o5 soi$l h$n!e, or een to l$i6th$t it ou!ht to be so, 5or soi$l h$n!e 6ust h$e its roots in 6$teri$l soi$l e:istene

but teleision $n be, 6ust be, p$rt o5 th$t h$n!e, $nd its e55etiity #ill either h$sten ordel$y it. +hus series li*e Charlie-s .ngels $nd Police ,oman in the 1970s, despite theirnu6erous inorpor$tin! deies, #ere p$rt o5 the h$n!in! st$tus o5 #o6en in oursoiety, $nd ould not h$e been popul$r in $ period #hen #o6en #ere 5ir6ly on5inedto do6esti $nd tr$dition$l 5e6$le roles. +he tension in the pro!r$6s bet#een the portr$y$l o5 the liber$ted, $tie, stron! #o6$n $nd the inorpor$tin! deies o5 p$tri$rhy #$s neer #holly resoled to p$tri$rhyDs $d$nt$!e, ho#eer 6uh te:tu$ltheorists 6i!ht point to te:tu$l eidene th$t Jde6onstr$tesK th$t it #$s. "ot $ll ie#ers



re$d teleision pro!r$6s $ordin! to the te:tu$l str$te!ies enoded in the6. +he proble6 #ith 6uh tr$dition$l te:tu$l $n$lysis, #hether its i6pulse h$s been ideolo!i$lor $estheti, is th$t it h$s tended to produe $n $uthorit$ri$n, een Jorret, K re$din! o5 $te:t, $nd h$s tended to $sribe to the te:t the po#er to i6pose this re$din! on the ie#er.'e $re only ?ust be!innin! to produe $ theory o5 the te:t $nd onseGuent 6ethods o5$n$lysis th$t $n $ter 5or the $tiity o5 the $riety o5 ie#ers to 6$*e $ $riety o56e$nin!s out o5 the s$6e te:t. si6il$r proble6 on5ronts theorists, li*e M$C$be $nd$pl$n, #ho $ll 5or $ r$di$l te:t. $pl$n <1983$=, #ho is pri6$rily onerned #ith!ender politis r$ther th$n l$ss politis, 5inds 5our 6$in h$r$teristis in r$di$l5e6inist 5il6s her list su66$ries the str$te!ies th$t r$di$l theorists in !ener$l $ll 5orto de5e$t re$lis6 $s the do6in$nt 6ode o5 p$tri$rh$l $pit$lis6, $nd $s suh is e$sily$d$pted to $pply to teleision $nd 5il6 in !ener$l, r$ther th$n to 5e6inist 5il6 spei5i$lly.+he 5irst o5 her 5our 5e$tures o5 r$di$l te:ts is

1. +hey 5ous on the 6ode o5 represent$tion, on 5il6 or teleision $s $ 6$hine produin! illusions o5 the re$l, they dr$# $ttention to the <teleisu$l= proess $nd usetehniGues to bre$* the illusion th$t #e $re not #$thin! teleision, but Jre$lityK <p.138=.

+his ehoes M$C$beDs l$i6 th$t p$rt o5 the sub?et 6$tter o5 $ny r$di$l 5il6 orteleision pro!r$6 6ust be the proess o5 6$*in! the pro!r$6. Cl$ire /ohnston <1973=,Guoted by $pl$n, 6$*es $ si6il$r point in her $ll 5or $ r$di$l 5e6inist ine6$

-4-

ny reolution$ry 6ust h$llen!e the depition o5 re$lity it is not enou!h to disuss theoppression o5 #o6en #ithin the te:t o5 the 5il6 the l$n!u$!e o5 the ine6$Idepition o5re$lity 6ust $lso be interro!$ted, so th$t $ bre$* bet#een ideolo!y $nd te:t is e55eted. <p.28= (i6il$rly, C$u!hieDs <1981= Jdou6ent$ry loo*K $t le$st $lls $ttention to the role $nd presene o5 the $6er$ - it re6inds us th$t #e $re #$thin! $ represent$tion o5 the re$l.

!$inst this, #e 6ust note th$t it does not 6$*e e:pliit the soi$l point o5 ori!in o5 its6et$disourse, but inste$d presents this 6et$disourse $s one o5 ob?etie 5$tiity, o5 theJtruth. K +his 6$y be #hy its tehniGues $ppe$r to be 6ore suited to pro!ressie soi$lre$lis6 th$n to r$di$lis6. $pl$nDs other 5e$tures o5 r$di$l te:ts $re

2. +hey re5use to onstrut $ 5i:ed spet$tor, but position the spet$tor so th$t sIheh$s to be inoled in the proesses o5 the 5il6, r$ther th$n p$ssiely bein! $ptured by it. ist$ni$tion tehniGues ensure the diore o5 spet$tor 5ro6 te:t.3. +hey r$ther deliber$tely re5use the ple$sure th$t usu$lly o6es 5ro6 the6$nipul$tion o5 our e6otions. . . . +hey try to repl$e ple$sure in reo!nition #ith ple$sure in le$rnin! - #ith o!nitie proesses, $s $!$inst e6otion$l ones.4. ll 6i: dou6ent$ry $nd 5ition either <$= $s p$rt o5 the belie5 th$t the t#o $nnot

ulti6$tely be distin!uished $s 5il6i 6odels or <b= to re$te $ ert$in tension bet#een the soi$l 5or6$tion, sub?etiity, $nd represent$tion. <p. 138=

+his sort o5 i6plied $ll to $tion on the p$rt o5 the produers deries 5ro6 $ belie5 in the po#er o5 the te:t to produe $ r$di$l 5r$6e o5 6ind in the spet$tor $nd thus to e55et, i5not ori!in$te, soi$l h$n!e. +his see6s to 6e to oeresti6$te the po#er o5 the te:t, to6ispl$e the ori!ins o5 r$di$lis6 $nd o5 soi$l h$n!e, $nd to underesti6$te the role o5the re$der in the onstrution o5 6e$nin!. n the rest o5 this boo* sh$ll $r!ue th$t



teleision inherently h$s the 5irst t#o o5 $pl$nDs h$r$teristis o5 $ r$di$l te:t, $nd th$ttheir oe:istene #ith the opposin! h$r$teristis o5 $ re$tion$ry re$list te:t is there$son #hy teleision $n be popul$r #ithout bein! tot$lly re$tion$ry. $pl$n $ndM$C$be both h$e doubts $bout #hether the sort o5 r$di$l 5il6 or teleision pro!r$6they #$nt #ould be popul$r, but neither o5 the6 $ddresses the proble6 o5 popul$rity $ndits rel$tionship to r$di$lis6 or pro!ressieness. +he r$di$l te:t, in its re?etion o5 thedo6in$nt onentions 5or representin! re$lity, tries to e:lude the do6in$nt ideolo!y5ro6 $ny role in the prodution o5 6e$nin!s 5ro6 the te:t. ut in $ 6$ss-industri$liedsoiety, #here our ultur$l li5e is do6in$ted by the produts o5 industri$lied ultur$l prodution $nd distribution, the onentions o5 th$t ulture industry, #ith theirneess$rily lose rel$tionship to the do6in$nt ideolo!y, h$e beo6e the $!ents o5 popul$rity, $essibility, $nd underst$nd$bility, $nd thus h$e to be t$*en into $ount in$ theory o5 popul$r 6e$nin!s #ithin $ 6$ss ulture.

-4;-

(oi$l h$n!e in industri$l de6or$ies r$rely ours throu!h reolution, #hih is thesoiopoliti$l eGui$lent o5 the r$di$l te:t. R$ther it ours $s $ result o5 $ onst$nt

tension bet#een those #ith soi$l po#er, $nd subordin$te !roups tryin! to !$in 6ore po#er so $s to shi5t soi$l $lues to#$rds their o#n interests. +he te:tu$l eGui$lent o5this is the pro!ressie te:t, #here the disourses o5 soi$l h$n!e $re $rtiul$ted inrel$tionship #ith the 6et$disourse o5 the do6in$nt ideolo!y. Cagney and Lacey is $ pro!ressie te:t be$use the disourses o5 5e6inis6 $re $rtiul$ted in $ onst$nt tension#ith those o5 the do6in$nt ideolo!y o5 p$tri$rhy. +he presene o5 the do6in$nt ideolo!y$nd the onention$l 5or6 o5 re$lis6 throu!h #hih it #or*s $re neess$ry to ensure the pro!r$6Ds popul$rity $nd $essibility, but do not neess$rily deny the pro!ressie,opposition$l disourses $ sp$e 5or the6seles. R$ther they proide $ 5r$6e #ithin #hihsuh opposition$l disourses $n be he$rd $nd their opposition$lity 6$de p$rt o5 thesubst$ne o5 the dr$6$.

+he $bility o5 the re$listi 5or6 to ont$in opposition$l disourses #ithout de5usin! the6o6pletely is predi$ted on the $bility o5 the ie#er to re$d r$di$lly, $nd to !ie thesedisourses se6ioti priority oer the do6in$nt ideolo!i$l 5r$6e#or*. +his is the onerno5 h$pter #ish to lose this one on $ note o5 doubt th$t re$listi teleision isneess$rily re$tion$ry.

-47-

Chapter 0

S/2ectivity and address

+he role o5 the sub?et $s the entr$l site o5 the sense-6$*in! proess h$s been !ien $ loto5 $ttention in reent riti$l theory in !ener$l $nd sreen theory in p$rtiul$r. t is not $ne$sy onept to !r$sp, 5irst be$use the #ord itsel5 h$s suh $ lon! history o5 $ried $nd$bstr$t us$!es $nd seond be$use the onept is in on5lit #ith th$t o66onsensi$lnotion th$t is the b$si $ssu6ption o5 so 6uh $pit$list $nd e6piriist thou!ht, thenotion o5 the indiidu$l. +heories deriin! 5ro6 both strutur$lis6 $nd M$r:is6 reGuireus to repl$e the notion o5 the indiidu$l #ith th$t o5 the sub?et. +his is not to deny th$t#e $re $ll indiidu$ls, th$t is, th$t #e inh$bit di55erent bodies #ith di55erent $nd uniGue



!eneti strutures, but it is to s$y th$t th$t p$rt o5 us #hih 5or6s our indiidu$lity isessenti$lly biolo!i$l, p$rt o5 n$ture, $nd does not, there5ore, 5or6 $ 6$?or p$rt o5 thestudy o5 ulture. 'h$t ultur$l studies $re onerned #ith, o5 ourse, is the sense th$t$rious ultures 6$*e o5 Jthe indiidu$l, K $nd the sense o5 sel5 th$t #e, $s indiidu$ls,e:periene. +his onstruted sense o5 the indiidu$l in $ net#or* o5 soi$l rel$tions is#h$t is re5erred to $s Jthe sub?et. K @D(ulli$n et al$ <1983 231-2= tr$e three 6$inus$!es o5 the #ord sub?et

<1= sub%ect as in political theory ; the itien $s sub?et o5 the st$te or l$#. +his sensei6plies the sub?etDs l$* o5 5reedo6 o5 $tion #ith respet to the po#er to #hihsIhe is sub?eted.<2= sub%ect as in idealist philosophy ; the thin*in! sub?et the site o5 onsiousness.+his sense i6plies $ diision bet#een sub?et $nd ob?et, bet#een thou!ht $ndre$lity, or bet#een sel5 $nd other. Aene sub?etiity in this sense is therepresent$tion o5 th$t #hih $ppe$rs to the sel5 $s opposed to th$t #hih is t$*en toe:ist in 5$t.<3= sub%ect as in grammar ; the sub?et o5 $ sentene <$s in sub?et-erb-predi$te=,$nd hene the sub?et o5 $ disourse or te:t th$t #hih the $tion is $bout ordeter6ined by.

-48-

+he 5irst us$!e o5 the #ord o5ten $rries the i6pli$tions o5 bein! sub?et to 5ores o5soi$l po#er - #e $re sub?et <or sub?eted= to the l$#, 5or inst$ne, or to p$rent$l$uthority. +he phr$se Jloy$l sub?et o5 the GueenK is $n e:$6ple o5 this us$!e #ith itsonnot$tions not ?ust o5 soi$lly deter6ined beh$ior $nd the $ttitudes th$t !o #ith it, but$lso o5 $ sense o5 identity th$t ori!in$tes 5ro6 outside, r$ther th$n inside, the indiidu$l.+his l$st is i6port$nt 5or it points to the 6$?or di55erene bet#een sub?etiity $ndindiidu$lity sub?etiity is the produt o5 soi$l rel$tions, #here$s indiidu$lity is seen$s the produt o5 n$ture, or biolo!y.

@D(ulli$n et al$ <1983= dis6iss the seond us$!e r$ther brusGuely on the !rounds th$t

in this sense, sub?etiity is the site o5 onsiousness but it su!!ests $ 5ree-5lo$tin!onsiousness or unit$ry identity #hih then $ppe$rs $s the source o5 $tion $nd 6e$nin!r$ther th$n their produt. +he i6pliit indiidu$lis6 o5 this philosophi$l position 5$ils to$ount 5or the role pl$yed by soi$l rel$tions $nd l$n!u$!e in deter6inin!, re!ul$tin!$nd produin! #h$t $ny one Jthin*in! sub?etK $n be. <p. 232=

+heir dis6iss$l o5 ide$list philosophy is ?usti5ied, but they ould h$e pointed out th$t thetheories o5 Freud $nd L$$n h$e produed $ rel$tion bet#een the indiidu$l $nd

sub?etiity th$t stresses the soi$l $nd lin!uisti di6ensions, $nd thus ontr$sts #ith theindiidu$lis6 o5 ide$list philosophy.

+he third us$!e brin!s the role o5 l$n!u$!e, o5 disourse, $nd there5ore o5 te:ts into thedisussion. +he theory here is th$t $ piee o5 disourse is not only uttered or reeied bythe sub?etiity, but $lso produes it. @ur sub?etiity is the site o5 the sense th$t #e 6$*e#hen #e $re spe$*in! or listenin! but the sense th$t #e 6$*e is not only $ sense o5 thete:t or disourse, but is $lso $ sense o5 our sel5, o5 our sub?etiity itsel5.



@ur sub?etiity, then, is the produt o5 soi$l rel$tions th$t #or* upon us in three 6$in#$ys, throu!h soiety, throu!h l$n!u$!e or disourse, $nd throu!h the psyhi proessesthrou!h #hih the in5$nt enters into soiety, l$n!u$!e, $nd onsiousness. @ursub?etiity is not inherent in our indiidu$lity, our di55erene 5ro6 other people, r$ther itis the produt o5 the $rious soi$l $!enies to #hih #e $re sub?et, $nd thus is #h$t #esh$re #ith others. +hese soi$l $!enies $re so nu6erous $nd inter$t #ith e$h other $nd#ith the soi$l e:periene or history o5 e$h o5 us in so 6$ny di55erent #$ys th$t thetheory does not le$d us to $ redutionist, on5or6ist ie# o5 soiety - le$rly $ll sub?etso5 #hite, p$tri$rh$l $pit$lis6 do not thin* in the s$6e #$y, nor do they onstrutidenti$l senses o5 their o#n identities but eGu$lly le$rly, $ll suh sub?ets do h$eso6ethin! in o66on th$t distin!uishes the6 5ro6 sub?ets o5 other soi$l syste6s. +hissep$r$tion o5 the sub?et 5ro6 the indiidu$l $llo#s us to underst$nd #hy biolo!i$l5e6$les, 5or inst$ne, $n h$e $ 6$le sub?etiity, #hy bl$*s $n 6$*e #hite sense o5the #orld, $nd #hy 6e6bers o5 the #or*in! l$ss $n underst$nd the6seles $nd theirsoi$l e:periene in #$ys th$t sere the interests o5 the 6iddle l$sses. +he theory o5 thesub?et $lso denies the unity o5 the indiidu$l $nd herIhis e:periene indiidu$lis6te$hes th$t our e:periene $nd history $re uni5ied by our unh$n!in! sel5 into $oherent, uni5ied deelop6ent throu!h ti6e <i5 there $re disord$nt bits th$t re5use

uni5i$tion, there is $ #hole industry o5 psyhother$py to help ure the proble6=. +hetheory o5 the sub?et, ho#eer, proposes th$t $s there $re ontr$ditions bet#een the$!enies o5 soiety, so there #ill be ontr$ditions in the sub?et. 'e 6$y, 5or inst$ne,h$e !ro#n up in $n unh$llen!ed p$tri$rhy, but h$e been sub?et to 5e6inistdisourses $nd $!enies, $nd thus h$e ontr$ditions built into our sub?etiity #hihen$ble us to #$th $nd !$in ple$sure 5ro6 sho#s $s di55erent $s !art to !art $nd Cagneyand Lacey$ s @D(ulli$n et al$ <1983= put it, J?ust $s #e $re sub?ets o5 $nd sub?eted tothese $rious $!enies, so our sub?etiity is $ ontr$ditory 6i: o5 on5ir6in! $ndontendin! identitiesDK <p. 232=.

-49-

□ The social s/2ect

Let us loo* 5irst $t the #$y th$t our sub?etiity is onstruted on the soi$l di6ension.A$rtley <1983= lists seen types o5 sub?etiity <#hih he de5ines $s $ Jstruture o5$essed identi5i$tionsK=

Dll su!!est seen o5 the 6ore i6port$nt identi5i$tions th$t $re $$il$ble or enour$!ed.+hey $re #h$t D6 te6pted to $ll the seen types o5 sub?etiity n$6ely self , gender ,age;group, family, class, nation, ethnicity. +he list is both $bstr$t $nd $n$lyti$l < donDth$e $ te:tu$l #$rr$nt 5or it=, $nd in the onrete inst$ne o5 teleision it is not een $

list, sine the seen $te!ories !et ery 6i:ed up, $nd so6e $re enour$!ed 6ore th$nothers <5$6ily 6ore th$n l$ss=, #hilst others donDt o-e:ist ery pe$e5ully <so6enotions o5 n$tion #ith so6e types o5 ethniity=. <pp. ;9-70=

'h$t A$rtley is loo*in! 5or here is #h$t he $lls te:tu$l proesses $nd represent$tionsth$t 6$y enour$!e re$der identi5i$tions. n order to 6$*e sense o5 the !art to !artse!6ent, the ie#er is enour$!ed to identi5y #ith #hite, 6$le 6eri$ns, 5$6ily-oriented <the A$rts $re $ lose 6$rried ouple, the ill$in $nd ill$iness $ diided p$ir=, in



the pri6e o5 li5e <#hih is $ 6i: o5 hi!h physi$l $nd se:u$l $ttr$tieness to!ether #ith$ de!ree o5 e:periene, 6$turity, $nd #isdo6=. +hese $bstr$t soi$l $lues or $!enies$re !ien onrete represent$tion in the pro!r$6, $nd to!ether produe $ uni5ied sub?et position th$t the re$der is inited to oupy in order to 6$*e e$sy, obious sense o5 thete:t. +he unity o5 this sub?et position is #h$t 6$*es it so $ept$ble in $n indiidu$listideolo!y <in #hih the indiidu$l is seen $s both uniGue $nd uni5ied= $nd this unity is theineit$ble e55et o5 re$lis6 #hih, $s M$C$be <1981$= e:pl$ins, is in$p$ble o5 h$ndlin!ontr$ditions. +his uni5ied sub?et position denies $ny possible ontr$ditions $6on!these seen soi$l $!enies, $nd brin!s the6 to!ether in $ oherent #hole #ithin #hihe$h supports the others. (o, 5or inst$ne, there $re no ontr$ditions bet#een #hiteness$nd 6$sulinity <despite the 6yth o5 bl$* irility=, there $re no ontr$ditions bet#een#hiteness $nd 6eri$nness <despite the 6$teri$l e:istene o5 6illions o5 non-#hite6eri$ns= $nd there $re no ontr$ditions $6on! l$ss, !ender, $nd $!e <despite the 5$tth$t they distribute po#er ery di55erently in soiety=. A$rtleyDs list o5 seen is proo$tie $nd illustr$tie r$ther th$n e:h$ustie he ould #ell h$e $dded soi$l$!enies suh $s edu$tion, reli!ion, politi$l $lle!i$ne, re!ion, urb$n or rur$l, $nd soon. +hus #e so6eho# J*no#K <there is no #$rr$nt 5or it in the te:t= th$t the A$rts $re, 5orinst$ne, better edu$ted th$n the ill$ins, th$t they $re urb$n, 5ro6 the north <there is $

te:tu$l #$rr$nt 5or this, /enni5er $dopts $n e:$!!er$ted southern $ent to s$y J+h$tDs theutest thin! youDe eer s$id to 6e, su!$rK in $ #$y th$t onstruts the south $s dei$nt,the north $s nor6$l=. 'e J*no#K $ll this be$use o5 the uni5yin!, 6utu$lly supportin!#$y in #hih these $!enies #or*.

-0-

+his support is or!$nied by the ideolo!i$l odes on the third leel o5 Fi!ure 1.1 theyor!$nie the soi$l $!enies $nd their 6e$nin!s into oherene #ith e$h other, $nd theninsert this te:tu$l oherene into the 6uh bro$der $nd e:tr$-te:tu$l ideolo!i$l pr$tieo5 6$*in! $nd pro6otin! common sense.

+he point to 6$*e here is th$t these soi$l $!enies $re not on5ined to teleision indeed,they #or* so e$sily in teleision re$lis6 only be$use they $re represent$tions o5$!enies $tiely $t #or* in soiety. +eleision is $ble to onstrut $ sub?et position 5orus only be$use these soi$l $!enies h$e been #or*in! $ll our lies to onstrut oursub?etiities in eGui$lent #$ys. deolo!y in !ener$l $nd teleision in p$rtiul$r try todeny ontr$ditions bet#een these $!enies $nd to uni5y the6 into $ 6utu$lly supportiestruture, but our soi$l e:periene is 6uh 6ore li*ely to 6$*e us $#$re o5ontr$ditions, tensions, $nd di55erenes.

+eleision tries to onstrut $n ide$l sub?et position #hih it inites us to oupy, $nd, i5

#e do, re#$rds us #ith the ideolo!i$l ple$sure th$t is proided by e:perienin!, one$!$in, th$t our do6in$nt ideolo!i$l pr$tie, $pp$rently, wor+s the 6e$nin!s o5 the#orld $nd o5 our sub?etiities th$t it produes $ppe$r to 6$*e sense. t is, there5ore, the ple$sure o5 reo!nition. @5 ourse, the de!ree o5 5it bet#een these 6e$nin!s $ndteleisionDs pre5erred ones #ill be deter6ined by ho# losely the ideolo!i$l pr$ties o5our eeryd$y li5e 5it #ith the do6in$nt ideolo!y. 5 our sub?etiity on5or6s e$sily to thedo6in$nt ideolo!y #e #ill 5ind little str$in in $doptin! the sub?et position th$t teleisiononstruts 5or us but so6e 5e6inists, 5or inst$ne, #ho oppose p$tri$rhyDs de5inition o5



!ender di55erene, 6$y 5ind it i6possible to 6$th their sub?etiities to the ide$l sub?et position o5 the te:t, $nd thus #ould 5ind the pro!r$6 un#$th$ble <unless they #$thed ittheoreti$lly $nd politi$lly, re$din! it $s $nother e:$6ple o5 p$tri$rhy $t #or*, 5ro6#hih they ould derie $ #ry, opposition$l ple$sure=. deolo!y 6$y #or* h$rd throu!hsoi$l $nd te:tu$l $!enies to produe on5or6in! sub?ets, but it $n neer be tot$llysuess5ul $nd in the ne:t h$pter #e sh$ll reie# #or* th$t ree$ls the po#er peopleh$e to resist the #or*in!s o5 ideolo!y.

-1-

□ The disc/rsive s/2ect

ut 5or the 6o6ent #e need to loo* 5urther $t the #$y our lin!uisti or sy6boli syste6s#or* to#$rds onstrutin! our sub?etiities. L$n!u$!e does not represent the #orld, but6$*es sense o5 it, 5or the #orld is not $lre$dy diided up into ne$t $te!ories th$tl$n!u$!e n$6es. ut i5 l$n!u$!e 6$*es sense o5 the #orld, it 6$*es th$t sense 5ro6 $ p$rtiul$r point o5 ie#. ny syste6 o5 represent$tion is ine:tri$bly lin*ed to the soi$lsyste6 in #hih it oper$tes, $nd this lin*$!e is $tie, not re5letie. s A$ll <1984= s$ys,J$ set o5 soi$l rel$tions obiously reGuires 6e$nin!s $nd 5r$6e#or*s #hih underpinthe6 $nd hold the6 in pl$e. K

Li*e $ll $te!ori$tions, our diision o5 the onstrutors o5 sub?etiity into the soi$l, thelin!uisti, $nd the psyholo!i$l is use5ul 5or $n$lysis only in pr$tie the $te!ories le$*into e$h other, so th$t l$n!u$!e $nd soiety $re re6$r*$bly h$rd to sep$r$te out. %$h o5A$rtleyDs <1983= seen types o5 sub?etiity h$s its disourse throu!h #hih 6uh o5 itsin5luene is e:erted. teleision ne#s report on t#o #hite ustr$li$ns sentened to de$thin M$l$ysi$ #$s #orded J+he t#o ustr$li$ns #ill be the 5irst #esterners to die under

M$l$ysi$Ds strit $nti-dru! l$#sK <Ch$nnel 9, /$nu$ry 8, 198=. Aere the oert disourseo5 n$tion$lity displ$es the soi$lly t$boo one o5 r$e the report inites us to 6$*e senseo5 the situ$tion by usin! the $te!ories o5 #hiteInon-#hite r$ther th$n M$l$ysi$nInon-M$l$ysi$n, despite the #$y th$t J#hitenessK h$s been dis!uised by the less politi$llylo$ded ter6 J#esterner. K

n the seond Cagney and Lacey sene <see pp. 30-2= the disourse o5 !ender is #or*in!in subtler #$ys, 5or it under#rites $ nu6ber o5 odes to disour$!e us 5ro6 $doptin! the6$suline point o5 ie# th$t is nor6$l in p$tri$rh$l teleision. +he n$rr$tie ode !iesthe 5e6$le the $tie role in the e:h$n!e, she ontrols the 5lo# o5 *no#led!e $ndunderst$ndin!. +he $6er$ onentr$tes on her, but di55erently 5ro6 the #$y th$t

$ttr$tie blonde #o6en $re nor6$lly represented in p$tri$rhy it inter$ts #ith theodes o5 $tin!, li!htin!, 6$*e-up, dress so $s to deliber$tely 6$*e C$!ney see6di55erent 5ro6 the p$ssie be$rer o5 the 6$le se:u$l loo*. nste$d, she is represented $s $ontrollin!, $tie person upon #ho6 the $6er$ d#ells not in order to displ$y herse:u$l $ttr$tieness 5or the ie#er-oyeur, but to e:plore $nd oney the 6$nner in#hih she is ontrollin! the sene.

-2-



lthusser <1971= pl$es !re$t i6port$ne on th$t $spet o5 disourse #hih he $llsJinterpell$tionK $nd #hih orresponds rou!hly #ith #h$t lin!uists $ll J6ode o5$ddress. K oth these ter6s re5er to the 5$t th$t $ny disourse is neess$rily p$rt o5 $rel$tionship bet#een $ddresser $nd $ddressee, $nd th$t $ny suh interperson$lrel$tionship is, in turn, neess$rily p$rt o5 #ider soi$l rel$tions. nterpell$tion re5ers tothe #$y th$t $ny use o5 disourse Jh$ilsK the $ddressee. n respondin! to the $ll, inreo!niin! th$t it is us bein! spo*en to, #e i6pliitly $ept the disourseDs de5inition o5Jus, K or, to put it $nother #$y, #e $dopt the sub?et position proposed 5or us by thedisourse. +he ne#s story $bout the t#o #hite ustr$li$ns sentened to de$th in M$l$ysi$interpell$tes us $s #hite, post-Christi$n hu6$nists #ith $ history o5 oloni$l superiority,$nd, in 6$*in! sense o5 the ite6 in this #$y, #e $dopt th$t sub?et position $nd thus, inthe $t o5 ie#in!, onstitute ourseles $s ontributin! to the onst$nt proess #hihonstitutes us $s sub?ets-in-ideolo!y.

+eleision $dopts $ $riety o5 e:pliit 6odes o5 $ddress besides the indiret ones o5 thene#s report or the denied ones o5 dr$6$ti re$lis6. +hese interpell$tie str$te!iesinlude, $t the other e:tre6e, 6odes o5 diret $ddress suh $s J+hereDs nothin! you $nDtdo in your Aolden ?$*$rooK <$ o66eri$l 5or $ 5our-#heel-drie ehile=, or

#onder i5 you re6e6ber this dr$6$ti piture #e sho#ed you $ 5e# #ee*s $!o o5 Mrs$rb$r$ C$rter o5 A$leso#en. (he #$s $tt$*ed by lions in the 'est Midl$nds ($5$ri$r*. 'ell $5ter $n e:periene li*e th$t youDd h$rdly e:pet Mrs C$rter to be *een on uhseein! lions $!$in. ut tod$y she isited $ 5$r6 ne$r (tr$t5ord on on to do ?ust th$t. report 5ro6 l$n +o#ers . . . .

<Guoted by runsdon $nd Morley 1978 47=

+his lin!uisti reo!nition o5 the ie#erDs presene h$s its isu$l ounterp$rt in the #$yth$t teleision person$lities <ne#s re$ders, hosts $nd hostesses, et. = loo* $t the $6er$

$nd $ddress it diretly. +his nonerb$l diret $ddress #or*s throu!h eyes, tone o5 oie,5$i$l e:pression, $nd !esture in the s$6e #$y $s diret erb$l $ddress to onstrut $ninti6$te, e:pliit ie#in! rel$tionship. runsdon $nd Morley <1978= $nd Feuer <1983= intheir studies o5 ritish $nd 6eri$n ne#s 6$!$ine pro!r$6s note ho# the inti6$y o5this 6ode o5 $ddress #or*s to onstrut $ o6pliity bet#een presenter $nd ie#er th$t proides $ teleisu$l #$y o5 liin! the ideolo!y o5 the 5$6ily it reo!nies $ndonstruts the do6estiity o5 the ie#in! sub?et $s the $ppropri$te site #here 6e$nin!s$re 6$de $nd thus $s $ seletor o5 the disourses #hih onstitute those 6e$nin!s.

-3-

+hus, the rel$tionships #hih $re est$blished bet#een pro!r$66e $nd $udiene, #hihset the ie#er in pl$e in $ ert$in rel$tion to the disourse - here, $ rel$tion o5 identity$nd o6pliity - $re sust$ined in the 6eh$nis6s $nd str$te!ies o5 the disourses o5 popul$r teleision the6seles, but $lso by the presenters, #ho h$e $ *ey role in$nhorin! those positions $nd in i6person$tin! - personi5yin! - the6. +helin*in!I5r$6in! disourse . . . re-positions JusK into - inside - the speeh o5 the pro!r$66e itsel5, $nd sets us up in $ p$rtiul$r position o5 J*no#led!eK to the pro!r$66e by <$lso= positionin! us #ith Jthe te$6K i6pli$tin! JusK in #h$t the te$6



*no#s, #h$t it $ssu6es, in the te$6Ds rel$tionships #ith e$h other, $nd the te$6Dsrel$tion to Jth$t other, it$l p$rt o5 )ationwideK - us, the $udiene.

<runsdon $nd Morley 1978 22=

)ationwide-s te$6 o5 presenters #or* to est$blish $n inti6$te rel$tionship #ith theie#er th$t $tte6pts to oero6e the ontr$ditions inherent in the ineGu$lity o5 th$trel$tionship. @n the one h$nd they #or* to#$rds $n identi5i$tion bet#een JusK $ndJthe6K into the J#eK o5 the pro!r$6-plus-$udiene. n this they $ssu6e the position o5JourK represent$ties $s*in! the Guestions $nd 6$*in! the o66ents th$t they $ssu6ederie 5ro6 our <$nd their= o66on sense. ut, on the other h$nd, J#eK $n neer beeGu$l to Jthe6K 5or the presenters ontrol the te:tu$l disourse $nd propose the re$din!str$te!ies $ppropri$te to the ite6

M nd #hile #e 6oe on #ith ob up rier to "or#ih $nd the studio letDs he$r 5ro6$nother p$rt o5 %$st n!li$, 5ro6 (u55ol* this ti6e $lthou!h you 6i!ht thin* it #$s $ bito5 6eri$. n ientenni$l ye$r $ report 5ro6 Lu*e C$sey in Lei!hton Ae$th

LC +his is p$rt o5 $ ery polite in$sion. +hree ti6es $ #ee* $n 6eri$n $irr$5tourteously deposits its $r!o o5 Nnited (t$tes itiens onto this se$soned soil o5 rit$in.For 6ost, %$st n!li$ is their 5irst, ?et-l$!!ed loo* $t Little @ld %n!l$nd, #here een thel$n!u$!e is di55erent. (oon theyDll be h$ppily, i5 predit$bly, pithin! into the b$ttle bet#een to6$toes $nd to6atoes, $nd the 6ystery o5 'or cester shire ($ue. ut 5irst, theyle$rn o5 our 6ore pressin! eentriities.

<runsdon $nd Morley 1978 0=

-4-

+his inites us to re$d the presene o5 N( $ir6en in %$st n!li$ in ter6s o5 do6estiity$nd touris6. +hey $re indiidu$ls sli!htly be6used by their 5irst step on JLittle @ld%n!l$nd, K not 6e6bers o5 5orei!n $r6ed 5ores here to 5ly nule$r bo6bers. +he lin*$tte6pts to rule out $ politi$l disourse $s $ re$din! str$te!y.

(uh lin*$!es #or* $lso to onstrut $ unity in $riety th$t is the h$ll6$r* o5 the pro!r$6, $nd #hih, indeed, ould be $r!ued to be the h$ll6$r* o5 teleision itsel5. +he preedin! ite6 h$d been $bout $ trip on $ s$ilin! bo$t on the "or5ol* ro$ds $nd thelin*$!e used !eo!r$phi$l pro:i6ity, touris6, $nd $ tone o5 ?o*ey do6estiity toonstrut $ unity bet#een the t#o di55erent $nd potenti$lly ontr$ditory ite6s. t is e$syto i6$!ine the di55erent 5r$6in! th$t ould h$e been !ien to ?u:t$posed ite6s on %$st

n!li$ $s $ holid$y pl$y!round, $nd %$st n!li$ $s $ 5rontline nule$r b$se.

□ Addressing the s/2ect

+his onstrut o5 unity in the pro!r$6 $lso #or*s to onstrut $n eGui$lent unity in theie#in! sub?et. s the presenters e6body the unity o5 the pro!r$6, so #e, in identi5yin!#ith the6, $re interpell$ted $s uni5ied sub?ets repressin! $ny diso65ortin!ontr$ditions in the sense th$t #e 6$*e o5 the pro!r$6 $nd o5 ourseles.



/$ne Feuer <1983= 5inds th$t $id A$rt6$nDs 6ode o5 $ddress in Good Morning( .merica #or*s si6il$rly to identi5y ie#ers #ith hi6 in $ #$y th$t produes $o6prehensie unity in diersity

For - $t le$st in the $se o5 Good Morning( .merica ; the 6ode o5 $ddress is to $ !re$te:tent its ideolo!i$l proble6$ti. t #ould not be $ur$te to s$y th$t the sho# J$rriesKert$in ideolo!ies #hih the ie#er 6$y then $ept or re?et. Good Morning( .merica- s6ode o5 $ddress both produes $nd reprodues its ideolo!i$l proble6$ti o5 5$6ily unity$nd n$tion$l unity-#ithin-diersity. ordin! to $n ( ie-president, J+he i6$!e o5$id . . . is one o5 tr$dition$l $lues heDs pereied $s $ 5$6ily 6$n. K t does not t$*e $ psyho$n$lyti re$din! to see the 6e6bers o5 the sho#Ds 5$6ily $re 6e$nt $s $n ide$l5$6ily 5or us, $n ide$lied bour!eois nule$r 5$6ily #ith $ d$ddy $nd <$rious=6o66ies, brothers $nd sisters, 5r$!6ented by sp$e but to!ether in ti6e throu!h the po#er o5 the teleision i6$!e itsel5. t is $ 5$6ily si6il$r to 6$ny 6eri$n 5$6ilies inits 5r$!6ent$tion, its 6obility, its $lien$tion, yet the Good Morning( .merica 5$6ily isuni5ied $s $ diret <it is i6plied= onseGuene o5 teleision tehnolo!y. +h$t is to s$y,teleision brin!s 5$6ilies to!ether $nd *eeps the6 to!ether. <pp. 19, 20=

--

%llis <1982= pl$es si6il$r e6ph$sis on teleisionDs interpell$tion o5 the ie#er $s $5$6ily 6e6ber, but, use5ully, be!ins to Guestion teleisionDs po#er to uni5y. Ae $r!uesth$t shedulin! is p$rt o5 teleisionDs 6ode o5 $ddress to the do6esti ie#er. t is b$sedupon the pre6ise o5 the #i5eI 6other bein! $t ho6e durin! the d$y $nd then bein! ?oined by the hildren ho6e 5ro6 shool $t $bout 4.30. +his shi5t is 6$r*ed eGu$lly le$rly by $h$n!e in both pro!r$6 type $nd $dertise6ents. +hen, $t $bout ;.00, the 5$ther o5 thehousehold is e:peted to return 5ro6 #or*, so the e$rly eenin! ne#s is bro$d$st to!$ther hi6 into the $udiene. +his is typi$lly 5ollo#ed by $ Jso5terK lo$l ne#s $nd ne#s6$!$ine pro!r$6 $i6ed $t brin!in! the 6other b$* $nd onsolid$tin! the 5$6ily

$udiene 5or the pri6e-ti6e ie#in! to 5ollo#. n rit$in $nd ustr$li$, hildren $re$ssu6ed to !o to bed $t 7.30, so sli!htly r$unhier pro!r$6s $n be sreened then. ri6eti6e dri5ts to $ lose $s the Jnor6$lK 5$6ily !ets re$dy 5or bed $t $bout 9.30-10.00 p.6.,le$in! the $ir#$es 5or 6ore 6inority or serious <or he$p= pro!r$6s. @nly those #ith $ p$rtiul$r interest or oddb$lls suh $s inso6ni$s $re predited to #$th l$te-ni!htteleision, those th$t 5$ll outside the onsensu$l J$er$!eK 5$6ily.

A$rtley <198= in $ sti6ul$tin! $rtile t$*es the ide$ o5 the ie#er $s 5$6ily 6e6ber een5urther. Ae $r!ues th$t teleision $tte6pts to spe$* to its $udiene $s hildren J+B is $ p$edor$ti re!i6e th$t is, the $udiene is i6$!ined $s h$in! hild-li*e Gu$lities $nd$ttributes, +B $ddresses its $udiene $s hildren, $nd is h$r$teried by hild-li*e pre-

oup$tions $nd $tionsK <p. 9=.

+here $re bene5its to the industry in suh $ onstrution o5 the $udiene $s it proides $*ind o5 benh 6$r* $!$inst #hih produers $n 6e$sure their pr$tie. Ae !ies $nu6ber o5 e:$6ples o5 produers spe$*in! o5 the $udiene $s hildren <5ro6 itlin 1983138, 188, 324=. +he ustr$li$n pro!r$6 6$n$!er Guoted by +ulloh $nd Mor$n <198;=#$s een 6ore e:pliit in the eono6is o5 this str$te!y Jet the *ids in $t ;, 7, or 7.30$nd the p$rents #ill #$th too. @lder people #ill #$th sho#s 5or youn!er people, but



not ie ers$K <p. 198=. +he hu!e, dierse $udiene is, by these institution$l onstruts,6$de *no#$ble $nd sin!ul$r.

+his oneptu$li$tion is sh$red by institutions other th$n those o5 the produers. +henet#or*s pr$tie their soi$l responsibility by $tin! in loco parentis, $nd re!ul$tory bodies $nd odes o5 industri$l pr$tie de5ine st$nd$rds o5 speeh $nd beh$ior $ordin!to $ 5$6ilyDs onern 5or the 6or$l #el5$re o5 its hildren. n the nn$n Report, 5orinst$ne, een #here $dults $re spei5ied $s ie#ers, they $re identi5ied $s 6e6bers o5 $5$6ily by their rel$tionship to hildren

-;-

eople #$th $nd listen in the 5$6ily irle, in their ho6es so th$t iol$tions o5 thet$boos o5 l$n!u$!e $nd beh$iour, #hih e:ist in eery soiety, $re #itnessed by the#hole 5$6ily - p$rents, hildren $nd !r$ndp$rents - in e$h otherDs presene.

<p. 24; Guoted in A$rtley 198 11=

n FeuerDs <1983= e:tended 5$6ily o5 Good Morning( .merica, teleision beo6es theonerned $nd responsible p$rent, the ie#ers the sheltered $nd osseted hildren.

+his e6ph$sis on the 5$6ily ie#er h$s so6e 5urther onseGuenes 5or teleision. +he5$6ily ie#er o5 teleision is Guite di55erent 5ro6 the isol$ted indiidu$l spet$tor o5ine6$ posited by sreen theory. +he 5$6ily ie#er does not $l#$ys !ie the sreen suhonentr$ted $ttention, but #$thes 6ore spor$di$lly in bet#een or #hile re$din! the p$per, e$tin!, or holdin! sn$thes o5 oners$tions. +eleision then h$s to #or* h$rderth$n ine6$ to dr$# the ie#er in its 6ode o5 $ddress reo!nies $ 5or6 o5 ie#in!resist$ne or e$sion in $ #$y th$t ine6$Ds h$s no need to. +he teleision ie#erDsresponse to interpell$tion is p$rti$l, not tot$l the po#er o5 the te:t to position the re$din!

sub?et is 6uh less th$n ine6$Ds.

%llis su!!ests th$t teleision #or*s to onstrut $ Jo6pliityK #ith the ie#er th$t is6ore th$n the onstrution o5 the ide$l 5$6ily out o5 the J+B 5$6ilyK $nd the Jre$lKie#in! 5$6ily o5 Feuer. Ae $r!ues th$t teleision uses this o6pliity to #in theie#erDs onsent to teleisionDs role $s herIhis JeyeK on the #orld. +he rui$l Jloo*K 5orine6$ is th$t o5 the spet$tor $t the sreen, in teleision it is th$t o5 teleision upon the#orld. +he loo* o5 the ie#er is one o5 !l$nes r$ther th$n the ontrolled !$e o5 theine6$ spet$tor. +his h$s so6e si!ni5i$nt onseGuenes.

Firstly it sets up Jthe #orld out thereK in opposition to Jthe 5$6ily in here. K

+he position 5ro6 #hih +BDs inesti!$tions o5 the #orld, both 5ition$l $nd 5$tu$l, $nt$*e pl$e is deter6ined by the re$tion o5 o6pliity. +B $ssu6es th$t it h$s ert$in*inds o5 ie#ers $nd th$t it spe$*s 5or the6 $nd loo*s 5or the6. nterie#ers b$se theirGuestions on J#h$t the ie#ers $t ho6e #$nt to *no#K, dr$6$ b$ses itsel5 on the notiono5 the 5$6ily.

<%llis 1982 1;4-=



J+he #orldK beo6es so6ethin! th$t is potenti$lly disruptie to the 5$6ily, so the ne#sonstruts essenti$lly ne!$tie $nd thre$tenin! ersions o5 Jout there, K sito6s en$t the#ee*ly ontest bet#een the 5ores th$t $tte6pt to disrupt the 5$6ily $nd the Jn$tureK th$tholds the 5$6ily to!ether, so$p oper$s e:plore the intern$l stresses o5 the 5$6ily $!$instthe r$rely $hieed but po#er5ul ide$l o5 the Jnor6$lK 5$6ily. %llis $r!ues th$tteleisionDs e55et is to Jisol$teK the 5$6ily ie#er 5ro6 the #orld, to enter hi6Iher inthe ho6e, $nd to onstrut $ sub?etiity th$t is entirely 5$6ili$l

-7-

ro$d$st +B on5ir6s the nor6$lity $nd s$5ety o5 the ie#erDs presu6ed do6estisitu$tion. +he ie#er dele!$tes the $tiity o5 inesti!$tory loo*in! to +B itsel5. +Breturns $ p$rtiul$r oer$ll sense o5 the outside #orld to the ie#er $!$inst #hih thenor6$lity o5 the do6esti is on5ir6ed.

<%llis 1982 1;7=

ut $!$inst this, %llis $r!ues th$t teleision does not tot$lie its ie#s o5 the #orld into $oherent piture ie#ed 5ro6 $n unontr$ditory ie#point, be$use to do so #ouldJs$ri5ie the !ener$lied do6esti $ddressK #hih is neess$ry i5 teleision is to re$hthe #ide $riety o5 people #ho $n be spo*en to throu!h the !ener$l interpell$tion $sJ6e6ber-o5-$-5$6ily. K +he ie#er #ho J!l$nesK is $ 6uh 6ore diersi5ied sub?et#ith $ 6ore dierse set o5 rel$tions to the sreen th$n is the ine6$ spet$tor #ho Jloo*sKor J!$es. K +eleisionDs thrust to#$rds unity in diersity neer tot$lly $hiees its ob?etthe diersity is $l#$ys there, both in Jthe #orldK th$t teleision loo*s $t 5ro6 the loun!eroo6 $nd in the rel$tionships th$t its ie#ers t$*e up #ith the sreen.

A$rtleyDs <198= $ount o5 the oneptu$l str$te!ies by #hih teleision institutionsonstrut 5or the6seles $n i6$!e o5 the $udiene-$s-hild, $nd the proble6s th$t it

ent$ils, h$s si6il$rities #ith %llis suh $ sin!ul$r 5ous #or*s $lso to Juni5yK the$udiene. ut the oneniene o5 this oneptu$l str$te!y 5or the institutions does not6e$n th$t the $udienes the6seles h$e to sh$re it, $nd le$rly they do not. +he ple$sures th$t Prisoner <see h$pter = or The .;Team <see h$pter 11= o55er hildrenliber$te the6 5ro6 their role o5 subordin$tion in the 5$6ily. (i6il$rly 6usi ideos 5orteen$!ers $nd sport 5or 6en o55er e:tr$-5$6ili$l re$din! positions $nd ple$sures. 'hileteleision sport 6$y $ddress 6en $s e:tr$-5$6ili$l 6$tes in 6$le-bondin!, Morse <1983=h$s sho#n th$t its erotii$tion o5 the 6$le body $n $ddress #o6en $s 5e6inine se:u$lsub?ets, not $s 6other-#i5e-onsu6er. A$rtley <198= !oes on to $r!ue th$t teleision is$u!ht bet#een o6petin! needs - the need to $ppe$l to $nd #in oer $ #ide diersity o5$udienes $nd the need to disipline $nd ontrol those $udienes so th$t they $n be

re$hed by $ sin!le, industri$lly produed, ultur$l o66odity. n order to $hiee this,teleision h$s to reo!nie th$t $ diersity o5 $udienes reGuires $ diersity o5 6odes o5$ddress

F$r 5ro6 see*in! to 5i: ?ust one sub?et position <le$st o5 $ll th$t o5 %llisDs Jnor6$litienK=, teleision h$s deeloped $ hetero!eneity o5 6odes o5 $ddress, o5 points o5 ie#,o5 pro!r$6 !enres, o5 styles o5 present$tion. t is h$r$teried, in short, by e:ess, proidin! its $udiene #ith $n e:ess o5 JpositionsK #hih neertheless $n be e$sily



reo!nied, $nd o55erin! $n e:ess o5 ple$sures #hih neertheless $n be disiplinedinto 5$6ili$r, predit$ble 5or6s. <A$rtley 198 1;=

-8-

□ "sychoanalysis and the s/2ect

+he inter$tion bet#een l$n!u$!es, their 6ode o5 $ddress, $nd other soi$l $!enies is theone th$t best $ounts 5or the role o5 the sub?et in the teleision ie#in! ho#eer, #e6ust not i!nore the rel$tionship bet#een l$n!u$!e $nd psyho$n$lysis in the onstrutiono5 6e$nin!s, $nd in the 5or6$tion o5 the sub?etiity #hih is the site o5 the 6e$nin!-6$*in! proess. +his h$s been p$rtiul$rly in5luenti$l in the deelop6ent o5 sreentheory, but less help5ul in deelopin! $ theory o5 teleision $nd teleision ritiis6.

t the he$rt o5 this $ppro$h lies L$$nDs belie5 th$t the unonsious is strutured li*e $l$n!u$!e $nd th$t the in5$ntDs $Guisition o5 onsiousness is in 5$t the $Guisition o5l$n!u$!e, or r$ther o5 the 6e$ns o5 6$*in! 6e$nin!. n e$rly in5$ny, the hild does notdistin!uish bet#een inside $nd outside, bet#een sel5 $nd not-sel5 his or her pereptionso5 the e:tern$l #orld t$*e the s$6e 5or6 $s the pereptions o5 hisIher intern$l st$tes. +he$#$reness th$t sel5 is di55erent 5ro6 not-sel5, or the other, is the 5irst 6e$nin! th$t thehild 6$*es $nd the 5irst onstrution o5 di55erene upon #hih $ll 6e$nin!s depend.+his $#$reness o5 di55erene is $t the he$rt o5 L$$nDs ie# o5 in5$ny $s the period in#hih the hild si6ult$neously deelops the $bility to 6$*e 6e$nin! $nd enters into the6e$nin! syste6 $l#$ys $lre$dy $#$itin! her or hi6. +he t#o proesses $re re$lly one,5or the hild $nnot, to use $n inst$ne entr$l to 5e6inist thin*in!, onstrut th$t 6ost b$si 6e$nin! o5 sel5, the one b$sed on !ender di55erenti$tion, #ithout enterin! into thesyste6 o5 !ender di55erenes $nd the po#er rel$tions bet#een the6 th$t the ulture$lre$dy uses $nd #hih $#$its the entry o5 the ne# $rri$l.

L$$nDs $ount o5 the 6irror ph$se is $lso b$sed upon di55erene. n this, the in5$nt seesherIhi6sel5 re5leted in $ 6irror $nd, in the re$li$tion th$t re5letion $nd sel5 $redi55erent but rel$ted, enters the #orld o5 the sy6boli, the #orld #here ob?ets $re notessenes, but be$rers o5 6e$nin!. ut the re5letion is neer 6erely th$t, 5or th$t #ouldi6ply th$t it #$s in5erior to the re$l, $nd L$$n $r!ues th$t the re5letion is 6ore th$n there$l $nd Ji6proesK on it. +he 6irror ph$se ours #hen the hildDs body is stillin$deGu$te $nd ine55etie, $nd #h$t the hild sees re5leted is hisIher i6$!in$ry body,shorn o5 its physi$l li6it$tions, so the sy6boli is o6posed o5 both the i6$!in$ry $ndthe re$l. +hus $ photo!r$ph o5 $ sene <#hih 6$y be understood $s $ J5i:edK re5letion=is o5ten 6ore ple$sur$ble to loo* $t th$n the sene itsel5, 5or it $n lose the !$p bet#eenthe i6$!in$ry $nd the re$l, $nd ple$sure deries 5ro6 the e:tent to #hih this unity is

$hieed, this !$p is losed.

-9-

+hus $ hild !ets ple$sure 5ro6 hisIher re5letion to the e:tent th$t the $t o5 loo*in!$llo#s the sy6boli sel5 in the 6irror to 6er!e the i6$!in$ry sel5 #ith the pereied re$lsel5. (i6il$rly i6$!es o5 #o6en $nd 6en on the teleision or 5il6 sreen produe ple$sure in the ie#er in so 5$r $s they $llo# the i6$!in$ry to be !rounded in the



represent$tion o5 the re$l $nd thus to !$in the !u$r$ntee th$t the i6$!in$ry is $deGu$te be$use o5 its lose rel$tion to, i5 not tot$l identi5i$tion #ith, the re$l.

'e 6ust not $llo# this theory to i6ply th$t the i6$!in$ry depends upon $n essenti$l ide$lo5 the sel5 th$t is p$rt o5 $ uniers$l, unh$n!in! hu6$n n$ture. +he 5$t th$t the uni5iedi6$!in$ry #orld preedes the entry into the sy6boli i$ di55erene 6e$ns th$t the desireto re!$in this unity 6$y #ell be $ uniers$l p$rt o5 hu6$n n$ture, but the 5or6 o5 thisunity $nd there5ore the #$ys in #hih the desire is e:pressed $nd s$tis5ied $re deter6ined by ulture $nd $re there5ore ideolo!i$l. +he hildDs e:periene o5 the re$l ours only$5ter its entry into the sy6boli $nd is deter6ined by the sy6boli syste6 into #hih sIheh$s entered. 5 both the sy6boli $nd the re$l $re ultur$lly deter6ined, $s $ny syste6 o5di55erene 6ust be, the 5or6 th$t the i6$!in$ry t$*es in its stru!!le to unite the6 6ust$lso be the produt o5 ulture, not n$ture.

+his is i6port$nt, be$use it 6e$ns th$t the i6$!in$ry, the subonsious, ple$sure, $nddesire $re $ll ultur$l onstruts, or $t le$st ultur$lly in5leted, $nd $re not unh$n!in!$nd unh$n!e$ble $spets o5 hu6$n n$ture. n essenti$list re$din! o5 Freud $nd L$$n is politi$lly unprodutie in th$t it 6isrepresents onstruts o5 $ p$tri$rh$l soiety, suh $s

ph$lloentri l$n!u$!e $nd the L$# o5 the F$ther, $s hu6$n n$ture $nd thus e:ludesthe6 5ro6 the $!end$ o5 soi$l h$n!e. (uh $n essenti$l ie# o5 the sub?etiity #ould5irst deny the po#er o5 di55erent soi$l e:perienes to produe di55erent sub?etiities $ndthus di55erent #$ys o5 underst$ndin!, $nd seond, #ould see the l$n!u$!e syste6, p$rtiul$rly $s 6$ni5est in $ 5il6 te:t, $s neess$rily rein5orin! the sub?etiity th$t h$s$lre$dy been produed by the sy6boli syste6 th$t both produer $nd re$der o5 the te:tsh$re. L$$nDs $nd FreudDs theories on the re$tion o5 the sub?etiity <$nd o5 theunonsious= in the in5$nt need to be !ien $ ultur$l r$ther th$n $n essenti$list in5letion,5or only then $n they $o66od$te the role o5 soi$l e:periene in the onstrution o5the sub?et, $nd the deelop6ent o5 ontr$ditions #ithin the sub?etiity, $nd its $bilityto h$n!e oer ti6e.

+eleision is e:periened by, $nd onstruts, $ $riety o5 soi$l sub?ets r$ther th$n $sin!ul$r psyho$n$lyti one, $nd the L$$ni$n $ount o5 the onstrution o5 sub?etiity#hih h$s proed 5ruit5ul in the study o5 ine6$ is not so $ppli$ble to teleision. Feuer<198;= su!!ests th$t the Jindiidu$lK spet$tor posited by ine6$ is pre-@edip$l $nd thusis $ppropri$tely understood by $ L$$ni$n 6odel, but the 5$6ily teleision ie#ers $re post-@edip$l, soi$lied, $nd thus reGuire $ soi$lly deried theory o5 sub?etiity r$therth$n $ psyho$n$lyti one. +his reGuires us to deelop $ 6odel o5 the re$din! sub?et $ndhisIher rel$tionships to the te:t th$t $n $ount 5or di55erenes $6on!st soi$llyonstruted sub?etiities. (reen theory, #ith its e6ph$sis on the te:t th$t is o66on to$ll re$ders, $nd on psyho$n$lyti proesses #hih $re eGu$lly o66on, h$s produed $

6odel o5 sin!ul$r te:tu$l e55etiity $nd sin!ul$r re$din! sub?ets. n the ne:t threeh$pters #e #ill diersi5y our $ount o5 $udienes, o5 the 6e$nin!s proposed by thete:t, $nd o5 the re$din! rel$tions throu!h #hih te:t $nd re$din! sub?et interonnet.

-;0-

Chapter 3

Active a/diences



□ Te4t and social s/2ects

'hen $udienes $re understood $s te:tu$l sub?ets, $s in M$C$beDs #or*, they $re seen$s rel$tiely po#erless $nd in$tie $nd M$C$be $nd others suh $s Ae$th deelopedthis ie# into the orthodo:y o5 sreen theory. ut $ 5e# dissentin! notes #ere stru* inthe p$!es o5 "creen $nd $ nu6ber o5 #riters suh $s Morley <1980b=, 'ille6$n <1978=,$nd "e$le <1977= be!$n to h$llen!e this ie# o5 the sub?et, p$rtiul$rly by insistin! onthe di55erene bet#een the soi$lly $nd the te:tu$lly produed sub?ets. +he soi$l sub?eth$s $ history, lies in $ p$rtiul$r soi$l 5or6$tion <$ 6i: o5 l$ss, !ender, $!e, re!ion,et. =, $nd is onstituted by $ o6ple: ultur$l history th$t is both soi$l $nd te:tu$l. +hesub?etiity results 5ro6 Jre$lK soi$l e:periene $nd 5ro6 6edi$ted or te:tu$le:periene. +he $tu$l teleision ie#er is $ pri6$rily soi$l sub?et. +his soi$lsub?etiity is 6ore in5luenti$l in the onstrution o5 6e$nin!s th$n the te:tu$lly produed sub?etiity #hih e:ists only $t the 6o6ent o5 re$din!.

'ille6$n <1978= #rites

+here re6$ins $n unbrid!e$ble !$p bet#een Jre$lK re$dersI$uthors $nd JinsribedK ones,onstruted $nd 6$r*ed in $nd by the te:t. Re$l re$ders $re sub?ets in history, liin! insoi$l 5or6$tions, r$ther th$n 6ere sub?ets o5 $ sin!le te:t. +he t#o types o5 sub?et $renot o66ensur$te. ut 5or the purposes o5 5or6$lis6, re$l re$ders $re supposed tooinide #ith the onstruted re$ders. <p. 48, Guoted in Morley 1980$ 19=

Morley <1980$= #ent on to inesti!$te e6piri$lly this di55erene. Ae too* the issue o5 )ationwide th$t runsdon $nd he <1978= h$d $n$lyed $nd sho#ed it to !roups o5 bet#een 5ie $nd ten ie#ers. Ae $lso sho#ed $ l$ter issue to $nother !roup. +he !roups#ere de5ined pri6$rily by oup$tion, thou!h he $lso noted their !ender $nd r$e. +heoup$tions inluded $pprenties, b$n* 6$n$!ers, te$her-tr$inin! students, $rts students, bl$* !irls, tr$de unionists, $nd so on. +he sreenin! o5 the pro!r$6s #$s 5ollo#ed by $n

open disussion, usu$lly o5 $bout thirty 6inutes reordin!s o5 these disussions $re the pri6e d$t$ #ith #hih he #or*ed.

-;2-

Ae hose !roups be$use he #$nted to tr$e the responses o5 soi$lly produed sub?ets,$nd the soi$l di6ension #ould e6er!e 5ro6 #h$t !roups h$d in o66on. @up$tion#$s the pri6e de5iner o5 the !roup be$use it is $ pri6e de5iner o5 l$ss, $nd l$ss,$ordin! to $r*in <1972= $nd A$ll <1980$=, is the 6ost i6port$nt 5$tor in produin!soi$lly 6oti$ted di55erenes o5 re$din!.

'h$t Morley 5ound #$s th$t A$ll, in 5ollo#in! $r*in <1972=, h$d oere6ph$sied therole o5 l$ss in produin! di55erent re$din!s $nd h$d underesti6$ted the $riety o5deter6in$nts o5 re$din!s. +hus the re$din!s sho#ed so6e interestin! $nd une:petedross-l$ss si6il$rities b$n* 6$n$!ers $nd $pprenties, 5or e:$6ple, produed bro$dlysi6il$r re$din!s despite their l$ss di55erenes so, too, did so6e uniersity students $ndtr$de unionists. 'e ould e:pl$in these $pp$rent $no6$lies by su!!estin! th$t the$pprenties $nd b$n* 6$n$!ers #ere si6il$rly onstruted $s sub?ets o5 $ $pit$listideolo!y in th$t they #ere both insertin! the6seles into the do6in$nt syste6 <$lbeit $t



di55erent points= $nd thus h$d $ sh$red interest in its suri$l $nd suess. Nniersitystudents $nd tr$de unionists, ho#eer, #ere in institutions th$t proided the6 #ith #$yso5 ritiiin! the do6in$nt syste6 $nd they thus produed si6il$r $nd 6ore opposition$lre$din!s.

+his #or* o5 Morley helped to est$blish ethno!r$phy $s $ $lid 6ethod o5 studyin!teleision $nd its ie#ers. +he ob?et o5 ethno!r$phi study is the #$y th$t people lietheir ulture. ts $lue 5or us lies in its shi5t o5 e6ph$sis $#$y 5ro6 the te:tu$l $ndideolo!i$l onstrution o5 the sub?et to soi$lly $nd histori$lly situ$ted people. tre6inds us th$t $tu$l people in $tu$l situ$tions #$th $nd en?oy $tu$l teleision pro!r$6s. t $*no#led!es the di55erenes bet#een people despite their soi$lonstrution, $nd plur$lies the 6e$nin!s $nd ple$sures th$t they 5ind in teleision. tthus ontr$dits theories th$t stress the sin!ul$rity o5 teleisionDs 6e$nin!s $nd itsre$din! sub?ets. t en$bles us to $ount 5or diersity both #ithin the soi$l 5or6$tion$nd #ithin the proesses o5 ulture. %thno!r$phi study 6$y t$*e the obser$tion$l 5or6o5 AobsonDs <1980, 1982= #or* in #hih she #ent into ho6es to see ho# #o6eninte!r$ted teleision into their do6esti $nd 5$6ily lies. @r li*e MorleyDs <1980$, 198;=or n!Ds <198= #or*, it 6$y use ie#ersD erb$li$tions o5 their responses to teleision,

in #hih $se it 6oes to $n ethno!r$phy o5 disourse. @5 ourse, Aobson t$l*ed #ith hersub?ets, too, $nd their disourses $bout the 6edi$ in their lies $re $n i6port$nt p$rt o5her d$t$. $l6er <198;= o6bined obser$tions o5 hildren ie#in! in their ho6es #ithinterie#s $nd Guestionn$ires. ll these studies, in one #$y or $nother, tr$e di55erenes$6on!st ie#ers, 6odes o5 ie#in!, $nd the 6e$nin!s or ple$sures produed. +hisre$lu$tion o5 the ie#er reGuires $ si6il$r re$lu$tion o5 the te:t. +e:tu$l studies o5teleision no# h$e to stop tre$tin! it $s $ losed te:t, th$t is, $s one #here the do6in$ntideolo!y e:erts onsider$ble, i5 not tot$l, in5luene oer its ideolo!i$l struture $ndthere5ore oer its re$der. n$lysis h$s to p$y less $ttention to the te:tu$l str$te!ies o5 pre5erene or losure $nd 6ore to the !$ps $nd sp$es th$t open teleision up to6e$nin!s not pre5erred by the te:tu$l struture, but th$t result 5ro6 the soi$l e:periene

o5 the re$der.

-;3-

A$llDs <1980$= pre5erred re$din! theory #$s $n e$rly $tte6pt to $ount 5or thistheoreti$lly. rie5ly, he $r!ued th$t ie#ers #hose soi$l situ$tion, p$rtiul$rly theirl$ss, $li!ned the6 o65ort$bly #ith the do6in$nt ideolo!y #ould produe do6in$ntre$din!s o5 $ te:t th$t is, they #ould $ept its pre5erred 6e$nin!s $nd their lose 5it#ith the do6in$nt ideolo!y. @ther ie#ers, #hose soi$l situ$tion pl$ed the6 inopposition to the do6in$nt ideolo!y, #ould oppose its 6e$nin!s in the te:t $nd #ould produe opposition$l re$din!s. +he 6$?ority o5 ie#ers, ho#eer, $re prob$bly situ$ted

not in positions o5 on5or6ity or opposition to the do6in$nt ideolo!y, but in ones th$ton5or6 to it in so6e #$ys, but not others they $ept the do6in$nt ideolo!y in !ener$l, but 6odi5y or in5let it to 6eet the needs o5 their spei5i situ$tion. +hese ie#ers #ould,A$ll $r!ued, produe ne!oti$ted re$din!s o5 the te:t these $re re$din!s th$t in5let the6e$nin!s pre5erred by the do6in$nt ideolo!y, to t$*e into $ount the soi$l di55ereneso5 di55erent ie#ers.



+hus $ do6in$nt re$din! o5 the !art to !art se!6ent in h$pter 1 #ould be 6$de by $#hite, 6iddle-l$ss, urb$n, northern 6$le, $nd #ould on5or6 to the do6in$nt ideolo!y$s it is enoded in the te:t. n opposition$l re$din! 6i!ht be 6$de by $ Aisp$ni 6e6bero5 the #or*in! l$sses, #ho #ould re?et the do6in$nt 6e$nin!s $nd ple$sures o55ered bythe pro!r$6 be$use they opposed his interests he 6i!ht support the ri6es o5 theAisp$ni ill$in $s reolution$ry $ts $!$inst #hite $pit$lis6. #o6$n, ho#eer, 6i!ht produe $ ne!oti$ted re$din!, #hih $epted the ideolo!i$l 5r$6e#or* o5 the n$rr$tie, but ne!oti$ted #ithin it $ spei$l si!ni5i$ne 5or the heroine, her $tions, $nd the $luesshe e6bodies. (he #ould thus see the heroineDs $pit$li$tion on her loo*s $nd her ?e#elry $s 6e$ns o5 e:erisin! 5e6$le po#er #ithin, but not $!$inst, p$tri$rhy.

+he li6it$tions o5 this theory $re th$t it oere6ph$sies l$ss in rel$tion to other soi$l5$tors $nd th$t it i6plies th$t the three types o5 re$din! $re rou!hly eGu$l. n pr$tie,there $re ery 5e# per5etly do6in$nt or purely opposition$l re$din!s, $nd onseGuentlyie#in! teleision is typi$lly $ proess o5 ne!oti$tion bet#een the te:t $nd its $riouslysoi$lly situ$ted re$ders. +he $lue o5 the theory lies in its 5reein! the te:t 5ro6 o6pleteideolo!i$l losure, $nd in its shi5t $#$y 5ro6 the te:t $nd to#$rds the re$der $s the siteo5 6e$nin!.

-;4-

/ust ho# 5$r this shi5t !oes is, o5 ourse, $ 6$tter o5 deb$te. A$ll $r!ues th$t #hileteleision pro!r$6s $llo# $ $riety o5 ne!oti$ted or opposition$l 6e$nin!s, theirstruture $l#$ys pre5ers $ 6e$nin! th$t !ener$lly pro6otes the do6in$nt ideolo!y. t isthe ideolo!y in this 6e$nin! th$t is ne!oti$ted #ith or opposed. t is 6ore produtie tothin* not so 6uh o5 $ sin!ul$r pre5erred 6e$nin!, but o5 strutures o5 pre5erene in thete:t th$t see* to pre5er so6e 6e$nin!s $nd lose others o55. +his is $n el$bor$tion o5A$llDs 6odel, not $ re?etion o5 it, 5or it still sees the te:t $s $ strutured polyse6y, $s $ potenti$l o5 uneGu$l 6e$nin!s, so6e o5 #hih $re pre5erred oer, or pro55ered 6ore

stron!ly th$n, others, $nd #hih $n only be $ti$ted by soi$lly situ$ted ie#ers in $ proess o5 ne!oti$tion bet#een the te:t $nd their soi$l situ$tion.

%oDs <1972= theory o5 $berr$nt deodin! is essenti$lly si6il$r. n this %o $r!ues th$t#heneer there $re si!ni5i$nt soi$l di55erenes bet#een the enoders $nd deoders o5 $te:t, then deodin! #ill neess$rily be J$berr$nt. K y this he 6e$ns th$t the te:t #ill bedeoded by $ di55erent set o5 odes $nd onentions 5ro6 those oper$tin! durin! itsenodin! or prodution, $nd the resultin! 6e$nin!s #ill thus be deter6ined 6ore by thesoi$l situ$tion o5 the deoder th$n by th$t o5 the enoder. Ae onludes th$t 5or 6$sso66uni$tion, #hose te:ts by de5inition $re deoded by $ #ide $riety o5 soi$l !roups,$berr$nt deodin!s $re, p$r$do:i$lly, the nor6.

n the rest o5 this h$pter sh$ll det$il so6e reent ethno!r$phi studies o5 teleisionie#ers, $nd the eidene they proide o5 the ie#ersD $bility to 6$*e their o#n soi$lly pertinent 6e$nin!s out o5 the se6ioti resoures proided by teleision. +hese studies6$*e this h$pter $ piot$l one in the boo*. +he preedin! h$pters h$e $n$lyedteleisionDs po#er to onstrut its pre5erred re$din!s $nd re$ders. (ubseGuent ones #ille:plore teleisionDs openness, its init$tions to its ie#ers to onstrut their 6e$nin!s out



o5 its te:ts, $nd #ill thus reGuire us to ree$lu$te the rel$tie po#er o5 te:ts $nd ie#ersin the prodution o5 6e$nin! $nd ple$sure.

□ 'a5ing meanings

Morley <1980$= #$s the 5irst to put this se6ioti $nd ultur$l theory throu!h $n e6piri$linesti!$tion. Ais #or* $lls into Guestion *ey $spets o5 the sreen theory o5 l$ssire$lis6, $nd its ie# o5 the rel$tionship bet#een the te:t $nd the re$din! sub?et, 5or itre5utes the $r!u6ent th$t the ideolo!y in the struture o5 the te:t #or*s $l6ost irresistiblyto position $nd onstrut the sub?etiity o5 the re$der $s $ sub?et in ideolo!y. $n*6$n$!ers $nd $pprenties $re already positioned to#$rds the do6in$nt ideolo!y, so too$re students $nd tr$de unionists. Re$din! the teleision te:t is $ proess o5 ne!oti$tion bet#een this e:istin! sub?et position $nd the one proposed by the te:t itsel5, $nd in thisne!oti$tion the b$l$ne o5 po#er lies #ith the re$der. +he 6e$nin!s 5ound in the te:t shi5tto#$rds the sub?et position o5 the re$der 6ore th$n the re$derDs sub?etiity is sub?etedto the ideolo!i$l po#er o5 the te:t.

-;-

+o be popul$r, the teleision te:t h$s to be re$d $nd en?oyed by $ diersity o5 soi$l!roups, so its 6e$nin!s 6ust be $p$ble o5 bein! in5leted in $ nu6ber o5 di55erent #$ys.+he teleision te:t is there5ore 6ore polyse6i $nd 6ore open th$n e$rlier theorists$llo#ed 5or. s Aobson <1982= puts it J+he 6ess$!e is not solely in the Jte:tK, but $n be h$n!ed or J#or*ed onK by the $udiene $s they 6$*e their o#n interpret$tion o5 $ pro!r$66eK <p. 10;=.

+his 6e$ns th$t re$din! is not $ !$rnerin! o5 6e$nin!s 5ro6 the te:t but is $ di$lo!ue<Bolosino 1973= bet#een te:t $nd the soi$lly situ$ted re$der. s Morley <1980$= s$ys

+hus the 6e$nin! o5 the te:t 6ust be thou!ht in ter6s o5 #hih set o5 disourses itenounters in $ny p$rtiul$r set o5 iru6st$nes, $nd ho# this enounter 6$y re-struture both the 6e$nin! o5 the te:t $nd the disourses #hih it 6eets. +he 6e$nin! o5the te:t #ill be onstruted di55erently $ordin! to the disourses <*no#led!es, pre?udies, resist$nes, et. = brou!ht to be$r on the te:t by the re$der $nd the rui$l5$tor in the enounter o5 $udieneIsub?et $nd te:t #ill be the r$n!e o5 disourses $t thedispos$l o5 the $udiene. <p. 18=

+he !art to !art e:tr$t in h$pter 1 proides us #ith $n e:$6ple o5 $ disourse in $ te:tth$t $n be re$d di55erently by the disursie pr$ties o5 di55erent re$ders. +he#indo#IportholeIl$undro6$t ?o*e ours #ithin the disourse o5 !ender. ts soi$l

do6$in is !ender di55erene, its lo$tion is the 6$suline position. t s$ys th$t #o6en $nonly 6$*e sense o5 the tehni$l #orld by reduin! it to the do6esti. t there5ore 6$*essense o5 the 5e6inine in $ #$y th$t seres the interests o5 the 6$suline, be$use itreseres o6petene in the tehni$l, publi #orld 5or 6en. t is there5ore $ be$rer $nd produer o5 $ p$tri$rh$l ideolo!y. ut it 6$y 6eet $ nonp$tri$rh$l sub?et, $nd 6ust be$p$ble o5 bein! re$d 5ro6 this sub?et position.



@ne #$y o5 underst$ndin! our sub?etiity is th$t it is o6posed o5 the $riety o5disourses th$t #e use to 6$*e sense o5 the soi$l do6$ins th$t onstitute our soi$le:periene. e$use our soi$l e:periene h$s $ried, $nd does $ry, so 6uh, oursub?etiities $re li*ely to be o6posed o5 $ nu6ber o5 di55erent, possibly ontr$ditorydisourses, e$h be$rin! tr$es o5 $ di55erent spei5i ideolo!y. < disourse be$rs $spei5i ideolo!y $nd throu!h th$t rel$tes to the do6in$nt ideolo!y or ideolo!y in!ener$l. = (tu$rt A$ll <1983= $r!ues persu$siely 5or the ontr$ditoriness o5 the spei5iideolo!ies $nd disourses th$t o6prise our sub?etiity #hih reGuires us to see thesub?etiity $s disunited, $s $ site o5 stru!!le, not $s $ uni5ied site o5 ideolo!i$lreonili$tion

-;;-

s r$6si s$id $!$in, our person$lities $re not $t $ll $s #e i6$!ine the6, $s sort o5uni5ied bo:es, but $re 5ull o5 ery ontr$ditory ele6ents - pro!ressie ele6ents $ndstone-$!e ele6ents. +here is $ true do6esti #o6$n inside the #o6$n #ho is stru!!lin!to be $ liber$ted 5e6inist, there is the reli!ious tr$e inside those o5 us #ho thin* #e $re5ully seul$ried 6odern itiens, #e $re 5ull o5 the r$!-b$! $nd debris o5 $nient

ideolo!ies #hih h$e lost their syste6$ti 5or6, but still h$n! $bout. %en #hen #edonDt thin* #ith these bits, #e 5eel #ith the6, #hih is one o5 the re$sons #hy people inthe 6odern #orld, #ho *no# th$t, 5or inst$ne, se:u$l ?e$lousy is one o5 the 6oste:tr$ordin$ry #$ys o5 dispensin! #ith e6otion$l ener!y . . . one it h$ppens !et into $n$bsolutely pri6itie r$!e. . . . +he notion th$t #e $re t$l*in! $bout $ *ind o5 r$tion$lly$lul$tie syste6 $nd 5i!ures o5 thou!ht th$t ?ust orrespond to $ r$tion$lly !ieneono6i interest does not desribe the 6$elstro6 o5 potenti$l ideolo!i$l sub?ets th$t#e $re.

+he re$der o5 the #indo#IportholeIl$undro6$t ?o*e is not reGuired to re$d it in the #$y pre5erred by the te:t. 5 the te:tDs onser$tie p$tri$rh$l disourse o5 !ender 6eets

either $ 6ore liber$l or 6ore r$di$l one in the re$der, the ?o*e #ill be deoded erydi55erently <see h$pter ;=. ut A$ll i6plies th$t suh $ ?o*e 6$y be deoded in t#o #$yssi6ult$neously by the s$6e ie#er. one-ti6e se:ist #ho is no# liber$ted #ill be $ble torespond doubly $ordin! to both !ender disourses #hih still e:ist, een i5 uneGu$lly,in his or her sub?etiity.

oth the te:t $nd the sub?etiity $re disursie onstruts $nd both ont$in si6il$ro6petin! or ontr$ditory disourses. t is out o5 these ontr$ditions th$t the polyse6yo5 the te:t $nd the 6ultipliity o5 re$din!s $rise.

Aod!e $nd +ripp <198;= proide !ood e:$6ples o5 6ultiple or ontr$ditory re$din!s

6$de by ie#ers. +hey did not $s* #h$t e55et teleision h$s on its $udiene, nor #h$tuse does the $udiene 6$*e o5 teleision r$ther they $s*ed ho# $ p$rtiul$r teleisionte:t, seen $s $ polyse6i potenti$l o5 6e$nin!s, onnets #ith the soi$l li5e o5 theie#er or !roup o5 ie#ers. +hey #ere onerned #ith ho# $ teleision te:t is re$d, #ithho# 6e$nin!s $re 6$de by the $tie re$din! o5 $n $udiene, $nd ho# this $tiity o5re$din! $n be e:pl$ined in ter6s o5 $ theory o5 ulture, th$t is, the proess o5 6$*in!o66on sense out o5 soi$l e:periene. +heir re$ders #ere shool hildren $nd their#or* is b$sed on $n $ssu6ption $bout hildren th$t needs spellin! out, be$use it di55ers



5ro6 th$t #hih underlies so 6uh o5 the rese$rh in this $re$ Aod!e $nd +ripp $ssu6eth$t hildren $re not 5ools or p$ssie dupes $ble to be $55eted $!$inst their #ill $nd$!$inst their interests by the #i*ed step6other $lled teleision. R$ther, they $ssu6eth$t hildren $re en!$!ed in $ onst$nt $tie stru!!le to 6$*e sense out o5 their soi$le:periene, $nd th$t teleision pl$ys $n i6port$nt role in th$t stru!!le.

-;7-

M$r*et rese$rh h$d 5ound th$t one o5 the 6ost popul$r pro!r$6s #ith ustr$li$nshool hildren #$s risoner, $ so$p oper$ set in $ #o6enDs prison, $nd sreened in theN( under the title risoner Cell lo* A. +his $ppe$red, on the 5$e o5 it, to be $surprisin! hoie 5or ?unior hi!h shool students. Aod!e $nd +ripp disoered th$t 6$nyo5 the hildren 5ound, $t $ryin! leels o5 onsiousness, $nd #ere $ble to $rtiul$te #ith$ryin! de!rees o5 e:pliitness, use5ully si!ni5i$nt p$r$llels bet#een the prison $nd theshool. +hey pereied the 5ollo#in! 6$in si6il$rities bet#een prisoners $nd shoolstudents

1. pupils $re shut in

2. pupils $re sep$r$ted 5ro6 their 5riends

3. pupils #ould not be there i5 they #ere not 6$de to be

4. pupils only #or* be$use they $re punished i5 they do not, $nd it is less borin!th$n doin! nothin! $t $ll

. pupils h$e no ri!hts they $n do nothin! $bout $n un5$ir te$her

;. so6e te$hers iti6ie their pupils

7. there $re !$n!s $nd le$ders $6on!st the pupils

8. there $re silly rules #hih eeryone tries to bre$*, <p. 49=

n their disussions the hildren sho#ed th$t they 6$de 6e$nin!s out o5 risoner th$tonneted the pro!r$6 to their o#n soi$l e:periene. te:tu$l study ree$led 6$ny p$r$llels bet#een prison $nd shool. n both there #ere reo!ni$ble role types $6on!stst$55 $nd prisoners th$t 5or6ed reo!ni$ble $nd us$ble $te!ories #ith #hih studentsould Jthin*K their shool e:periene - the h$rd-bitten old #$rdenIte$her, the so5t ne#one, the one you $n t$*e $d$nt$!e o5, the one you $nDt, $nd so on. (i6il$rly there #ere prisoners #ho resisted the institution $nd 5ou!ht it in $ll #$ys, those #ho pl$yed $lon!#ith it $nd #ere the !oody !oodies, those #ho pl$yed $lon! #ith it on the sur5$e, butopposed it underne$th, $nd so on. +here #ere $lso str$te!ies o5 resist$ne th$t $pplied to both prisoners used $ seret l$n!u$!e, so6eti6es o5 spei$l pri$te #ords, but 6ore



o5ten o5 nud!es, #in*s, !l$nes, $nd doubles entendres to o66uni$te $6on!stthe6seles under the noses o5 $nd in resist$ne to the #$rdensIte$hers. +here #$s $nopposition$l subulture o5 the publi $re$s o5 the prison, p$rtiul$rly the l$undry #here6$ny o5 the6 #or*ed, th$t p$r$lleled the opposition$l shool subulture o5 the l$$tories,the lo*er roo6s, $nd spei$l orners o5 the y$rd. nd in both institutions there #$s $onsistent $tte6pt by the o55ii$l ulture to olonie $nd ontrol these $re$s, #hih #$sresisted $nd resented by the in6$tes #ho stru!!led to *eep the6 #ithin their o#n ultur$lontrol.

-;8-

$l6er <198;= 5ound $ !roup o5 11- $nd 12-ye$r-old !irls #ho re!ul$rly reen$ted the preious ni!htDs episode o5 Prisoner in the shooly$rd, so6eti6es een ooptin! $5riendly te$her to pl$y one o5 the #$rdens

""%++% <11= 5 #e pl$yed Prisoner , #ell, Miss #ould be one o5 the o55iers, li*e, be$use she h$d the loudh$iler $nd she used to sre$6 $t us throu!h it.

"+%RB%'%R id she #$th Prisoner H

""%++% donDt thin* so, but #eDd tell her #h$t to s$y.

"+%RB%'%R 'hih #$rden did you 6$*e her intoH

""%++% 'e 6$de her one o5 the re$l b$d ones, @55ier o#ell, sheDs $ re$l b$ddie butsheDs $ll ri!ht no# be$use thereDs $ #orse one th$n her, Miss Fer!uson. <p. 111=

t is si!ni5i$nt th$t the te$her, #ith her sy6bol o5 $uthority <the loudh$iler=, #$s $st $sJ$ re$l b$ddie. K +he te$herDs !ood-hu6ored inole6ent in the !$6e is $ 6$r* o5 her popul$rity, yet the !irlsD $ept$ne o5 this indiidu$l te$her oe:isted #ith $ resist$neto the $uthority she represented. $l6er o66ents

Fro6 the !irlsD desription, it see6s there #$s 6uh !ood hu6our !ener$ted on bothsides by the te$herDs p$rtiip$tion in suh $ #$y. oth hildren $nd te$her #ere$*no#led!in! the disp$rity in their o#n positions in the shool by pl$yin! it out but they#ere $lso enterin! into $ *ind o5 5riendly onspir$y to l$u!h $bout it. <p. 111=

Prisoner proided ustr$li$n shool students #ith $ l$n!u$!e, $ set o5 ultur$l $te!orieso6plete #ith onnot$tions, $lue syste6s, $nd ideolo!i$l in5letion #ith #hih to thin*throu!h their e:periene o5 shool 5ro6 their o#n position, to 6$*e $ *ind o5 sense o5shool th$t suited their soi$l interests in th$t it en$bled the6 to $rtiul$te their po#erlessness $nd o55ered the6 positie #$ys o5 underst$ndin! it. +hese inluded $r$n!e o5 $te!oried $nd there5ore us$ble oneptu$l str$te!ies to $dopt in underst$ndin!institution$l $nd soi$l po#er rel$tions, oneptu$l str$te!ies #hih r$n!ed 5ro6 the



opposition$l, throu!h de!rees o5 $o66od$tion, to 6odes o5 $ept$ne. +he hildreninserted the 6e$nin!s o5 the pro!r$6 into their soi$l e:periene o5 shool in $ #$y th$tin5or6ed both - the 6e$nin!s o5 shool $nd the 6e$nin!s o5 Prisoner #ere e$hin5luened by the other, $nd the 5it bet#een the6 ensured th$t e$h $lid$ted the other.

-;9-

+urnbull <1984= h$s 5ound th$t youn! !irl 5$ns o5 the pro!r$6 5ind in it 6e$nin!s th$tthey $n use to produe $ sense o5 subultur$l identity $nd estee6 5or the6seles. 6$!eso5 stron!, $tie #o6en 5i!htin! the syste6, !$inin! 6inor itories <$lthou!h 5in$llysuu6bin! to it=, !ie the6 ple$sure <in the resist$ne= $nd $ 6e$ns o5 $rtiul$tin! $disourse o5 resist$ne to the do6in$nt ideolo!y th$t p$r$lleled the disourse <o5ten$lled rebelliousness= th$t they used to 6$*e sense o5 their soi$l e:istene. +heontr$ditions $nd stru!!le bet#een $uthority $nd resist$ne to it e:isted in both the pro!r$6 $nd their sub?etiities, $nd the 6e$nin!s th$t #ere $ti$ted $nd the ple$suresth$t #ere !$ined #ere the ones th$t 6$de soi$l sense to the subordin$te $nd the po#erless.

(hool hildren h$e 5ound $nd used $ potenti$l disourse o5 resist$ne in the pro!r$6$nd, interestin!ly, $ nu6ber o5 te$hers h$e o6pl$ined to the produers th$t the pro!r$6 te$hes insubordin$tion. (i6il$rly, R$d#$y <1984= h$s 5ound th$t so6e #o6enre$ders o5 ro6$nes h$e been $ble to be 6ore $ssertie to#$rds their husb$nds $s $result o5 their re$din!. +his 6$y h$e resulted 5ro6 the $t o5 re$din! itsel5 - it #$sso6ethin! they did 5or the6seles, in opposition to their ideolo!i$l role o5 onst$ntly$rin! 5or others $nd the ho6e - or it 6$y h$e resulted 5ro6 their re$din!s o5 the te:tsthe6seles. +hese re$din!s s$# the pro!ress o5 the n$rr$tie $s one o5 the 5e6ini$tion o5the hero $t the st$rt he #$s ruel, un5eelin!, re6ote <$ 5e6inine ie# o5 6$sulinity=, but by the end he h$d beo6e sensitied enou!h to the heroineDs 5iner 5e6inine sensibility 5orhi6 to be 5it 5or her to 6$rry.

+here is so6e eidene th$t 5indin! $ disourse in $ te:t th$t 6$*es sense o5 oneDse:periene o5 soi$l po#erlessness in $ positie #$y is the it$l 5irst step to#$rds bein!$ble to do so6ethin! to h$n!e th$t po#erlessness.

Aod!e $nd +rippDs <198;= study o5 the #$ys th$t ustr$li$n bori!in$l hildren 6$desense o5 teleision is o5 si!ni5i$ne here. +hey 5ound th$t the hildren onstruted $ultur$l $te!ory th$t inluded 6eri$n bl$*s, 6eri$n ndi$ns, $nd the6seles. +hisultur$l $te!ory, $ tool to thin* #ith, oneptu$lied the politi$l $nd n$rr$tie po#erlessness o5 non-#hites in #hite soiety, $nd #$s used in 6$*in! sense both o5teleision $nd o5 soi$l e:periene. p$rtiul$rly popul$r pro!r$6 $6on! these hildren

#$s iff-rent "tro+es( #hose le$din! h$r$ter, $n 6eri$n bl$* hild $dopted by $#hite 5$6ily, they s$# $s bori!in$l. @ne $n i6$!ine the sort o5 sense they 6$de o5 hiss6$ll sie, his etern$l hildishness, $nd the onsisteny #ith #hih he is J6isunderstoodK$nd set ri!ht by his #hite J5$therK $nd Jelder sister, K p$rtiul$rly #hen #e re6e6ber th$t6eri$n ndi$ns $re p$rt o5 the s$6e ultur$l $te!ory.

'h$t the bori!in$l re$ders #ere de6onstr$tin! #$s the $bility o5 $ subulture to 6$*eits o#n sense out o5 $ te:t th$t le$rly be$rs the do6in$nt ideolo!y. +he disourses o5





+he 6other is (ue %llen, o5 ourse, $nd the brother o5 $6 le5t, 6$ybe heDs the 5$ther . . . see theyDre $l6ost $ll b$st$rds. <p. 31=

□ 'odes of reception

+he study o5 ulture 6ust not be on5ined to the re$din!s o5 te:ts, 5or the onditions o5 $te:tDs reeption neess$rily beo6e p$rt o5 the 6e$nin!s $nd ple$sures it o55ers theie#er. +eleision ethno!r$phers h$e be!un to study the #$ys in #hih teleision isinte!r$ted #ith the ulture o5 the ho6e.

For teleision is essenti$lly $ do6esti 6ediu6, the routines o5 ie#in! $re p$rt o5 thedo6esti routines by #hih ho6e li5e is or!$nied. Aobson <1982= #ent into the ho6eso5 ie#ers o5 the e$rly eenin! so$p oper$ Crossroads, #$thed it #ith the #o6en $ndtheir 5$6ilies, $nd t$l*ed #ith the6 $bout the role the pro!r$6 pl$yed in their lies. Aerobser$tions en$ble us to tr$e $ nu6ber o5 #$ys in #hih the pro!r$6, $s $n e:$6ple o5teleision in !ener$l, is inte!r$ted into the routines o5 the ho6e. @ne proble6 5$in! thehouse#ies #ho #ere AobsonDs 6$in sub?ets #$s th$t Crossroads #$s sreened $t $boutthe ti6e o5 the 5$6ily te$, $nd the prep$r$tion $nd serin! o5 this #$s, in the ulture o5the ho6es she isited, p$rt o5 #o6enDs #or*, p$rt o5 the de5inition o5 !ender roles $ndthe 6e$nin!s o5 !ender di55erene. n this ulture, then, it #$s i6possible 5or the 6$n to prep$re the te$ #hile the #o6$n #$thed teleision. (o6e #o6en or!$nied te$ to o6eeither be5ore or $5ter Crossroads, but 5or others the l$sh see6ed ineit$ble. (o6eti6esthis #$s the result o5 $ re$litr$nt husb$nd #ho insisted th$t his te$ be sered $t the ti6ehe 5ound onenient, so6eti6es the #o6$n $ppe$red not to Guestion the need o5 her5$6ily to h$e te$ $t this ti6e, she $epted her ideolo!i$lly !ien position $snurturerIser$nt #hose needs $l#$ys too* seond pl$e to those o5 her husb$nd $ndhildren. +he #o6en eoled t#o opin! str$te!ies one #$s to listen to the teleision inthe liin! roo6 $s they #or*ed in the *ithen, $nd the other #$s to h$e $ bl$* $nd#hite set in the *ithen 5or the6 to #$th #hile they #or*ed. n both $ses the olored

teleision in the liin! roo6 #$s the ultur$l enter, the *ithen one #$s seond$ry $ndthe #o6en used to nip into the liin! roo6 i5 there #$s $nythin! th$t the sound tr$* orthe bl$* $nd #hite dre# their $ttention to. For those #ith bl$* $nd #hite sets, this #$s6ost 5reGuently the olor o5 so6eoneDs lothes or h$t, 5or teleision is $n i6port$nt p$rto5 the ulture o5 5$shion, $s the produers o5 sho#s li*e ynasty #ell *no#.

For these #o6en, ho#eer 6uh they 6$y h$e #ished teleision to oupy the pri6$ry pl$e in their ulture, it #$s, in 5$t, seond$ry, $nd its seond$riness #$s p$rt o5 the6e$nin! o5 their subordin$te position in the p$tri$rh$l 5$6ily. For other #o6en,ho#eer, suh $s those #ith 6ore $o66od$tin! husb$nds, or those #ho lied $lone,Crossroads #$s their pri6$ry ultur$l $tiity $t its ti6e o5 sreenin!, $nd they #$thed

it #ith undiided $ttention.

-72-

$l6er <198;= in her ethno!r$phi study o5 ho# hildren inter$t #ith teleision reportedsi6il$r 5indin!s. ChildrenDs reports on their teleision-#$thin! sho#ed ho# theyinte!r$ted it into the household routine



n the $5ternoon #$th "imon Townsend-s ,onder ,orld $nd $5ter th$t #$th Matchmates $nd then ?ust !o $nd do so6ethin!, 6$ybe ho6e#or* or so6ethin!, $nd#hen o6e b$* #$th Family Feud $nd then The )ew Price >s Right , $nd #$thso6e ne#s $nd in th$t $se h$e to do the #$shin! up $nd #$th "ons and aughters$nd on Mond$y $t 7.30 #$th !art to !art $nd $5ter th$t #$th Prisoner $nd then !oto bed.

<p. 48=

(he $lso 5ound th$t hildren #$thed #ith $ #ide $riety o5 6odes o5 $ttention th$t$ried 5ro6 r$pt, tot$l $bsorption o5ten #ith the hild #ithin $ ouple o5 5eet o5 thesreen, to $ ery loose J6onitorin!, K #hen, 5or inst$ne, $ hild #ould pl$y $rds #ithherIhis b$* to the sreen $nd #ould turn round to loo* only #hen so6ethin! on thesound tr$* <o5ten l$u!hter= $u!ht hisI her $ttention. eriods o5 r$pt $ttention r$relyl$sted 5or 6ore th$n ten 6inutes $t $ ti6e, $nd the r$n!e o5 $tiities th$t hildreno6bined #ith their #$thin! o5 teleision #$s re6$r*$bly #ide. $l6er <198; ;3= listst#enty di55erent o66on $tiities th$t r$n!e 5ro6 doin! ho6e#or*, throu!h buildin!6odels or doin! r$5t #or*, to sin!in!, d$nin!, t$l*in!, ?u6pin!, $nd 5i!htin!. '$thin!

#ith pets #$s ery o66on, een the 5$6ily !old5ish #hih #ere repe$tedly reported tosh$re the hildrenDs ie#in! by s#i66in! on the side o5 the t$n* ne$rest to the teleisionsetO 'hile suh studies do not tell us $bout the 6e$nin!s th$t ie#ers 6$*e o5 teleision,they do sho# us ho# ie#ers inorpor$te teleision into their d$ily lies $nd $re r$relydo6in$ted or ontrolled by it $s so 6$ny o5 its ritis #ould l$i6.

+eleision, to be popul$r, 6ust not only ont$in 6e$nin!s rele$nt to $ #ide $riety o5soi$l !roups, it 6ust $lso be $p$ble o5 bein! #$thed #ith di55erent 6odes o5 $ttention,#h$t A$rtley <1984b= $lls Jre!i6es o5 #$thin!. K Bie#ers 6$y #$th teleision $s $ pri6$ry $tiity #hen they $re J!lued to the sreenK they 6$y, li*e so6e o5 AobsonDshouse#ies, relut$ntly !ie it seond pl$e in their $ttention #hile they do so6ethin!

else or they 6$y h$e it on $s b$*!round #hile they re$d the p$per, onerse, or doho6e#or* it !$ins their 5ull $ttention only #hen $n ite6 6$*es $ stron! $nd suess5ul bid 5or their interest. 198 study o5 ritish ie#ers by the 5ound th$t 6ost people#ere doin! so6ethin! else #hile they #ere #$thin! teleision - uddlin!, *nittin!,t$l*in! to e$h other $nd to the teleision set, espei$lly #hen $lone in the roo6. +ulloh$nd Mor$n <198;= 6$*e the point #ell

-73-

+o sit $nd #$th $ pro!r$6 li*e . Country Practice #ith $ household is to be re6inded#h$t $n intensely soi$l $tiity teleision is. Bie#ers t$l* to e$h other #hile the

pro!r$6 is in pro!ress. +hey 6oe in $nd out o5 the roo6 in the ourse o5 doin!household t$s*s or ho6e#or*. +he +B set $nd the pro!r$6 $re ?ust p$rt o5 $ !ener$leniron6ent in #hih ie#in! ours. <p. 23;=

(o6e 6$y listen to it r$ther th$n #$th - MEu$il, lu6ler, $nd ro#n <1972= 5ound th$t6$ny #o6en $lone in the house durin! the d$y h$d the teleision on be$use the soundo5 its oies 6$de the6 5eel less lonely $nd +ulloh $nd Mor$n <198;= $nd Aobson<1982= h$e both sho#n ho# i6port$nt this o6p$nionship is 5or the elderly. +he ne:t



h$pter #ill e:plore the e55ets th$t this $riety o5 re!i6es o5 #$thin! h$s upon then$ture o5 the teleision te:t 5or the 6o6ent #e need to note th$t teleision is not thedo6in$tin! 6onster it is o5ten thou!ht to be ie#ers h$e onsider$ble ontrol, not onlyoer its 6e$nin!s, but oer the role th$t it pl$ys in their lies.

+his is $nother #$y in #hih teleision di55ers 5ro6 5il6, #hih h$s to $ter 5or only $sin!le 6ode o5 #$thin! $nd does not h$e to o6pete 5or the ie#erDs $ttention. (reentheoryDs e6ph$sis on the po#er o5 the te:t oer the re$der is 6ore ?usti5i$ble 5or ine6$th$n 5or teleision, $nd the ine6$ $udiene 6$y #ell be rel$tiely 6ore po#erless th$nthe teleision $udiene. +eleision is nor6$lly ie#ed #ithin the do6esti 5$6ili$rity o5the liin! roo6, #hih ontr$sts si!ni5i$ntly #ith the publi, i6person$l pl$e o5ine6$. n !oin! out to ine6$ #e tend to sub6it to its ter6s, to beo6e sub?et to itsdisourse, but teleision o6es to us, enters our ultur$l sp$e, $nd beo6es sub?et toour disourses. +he liin! roo6 $s ultur$l sp$e be$rs di55erent 6e$nin!s 5or di55erent6e6bers o5 the 5$6ily - $ 5ullti6e housep$rent 6$y #$th d$yti6e teleision $s p$rt o5the ulture o5 do6esti l$bor, $nd ni!htti6e teleision $s p$rt o5 the ulture o5 5$6ilyrel$tionships, #here$s $ 5ullti6e #$!e e$rner 6$y insert teleision ie#in! into theulture o5 leisure. +hese di55erent 6e$nin!s o5 the ultur$l sp$e o5 ie#in! result in

di55erent soi$l disourses bein! brou!ht to be$r upon teleision, $nd thus in di55erentre$din!s o5 it.

ut teleisionDs si!ni5i$ne is not on5ined to the #$y it is #$thed, nor to the 6e$nin!sth$t $re 5ound #ithin it. (o6eti6es the $t o5 #$thin! teleision $nd o5 hoosin! #h$t is#$thed $n itsel5 pl$y $n i6port$nt role in the ulture o5 the ho6e, #hih is, $s #e h$eseen, !ener$lly p$tri$rh$l. +he p$rt th$t teleision pl$ys #ithin this ulture $n $ry$ordin! to the ie#erDs position to#$rds this ideolo!y. Aobson <1982= h$s sho#n usho# house#ies #ho $ept their subordin$tion in p$tri$rhy $llo# their teleisioninterests only $ seond$ry role. ut other o5 AobsonDs house#ies $re $#$re o5 $ndso6eti6es *i* $!$inst p$tri$rh$l do6in$tion, $nd teleision $n beo6e p$rt o5 their

resist$ne. M$ny #o6en *ne# th$t their husb$nds despised Crossroads $nd disli*ed their#$thin! it. '$thin! it be$6e 5or the6 $ <6inor= $t o5 de5i$ne, $ l$i6in! o5 $ pieeo5 5e6inine ultur$l territory #ithin the 6$suline he!e6ony. Li*e R$d#$yDs <1984=ro6$ne re$ders, this re$tion o5 their o#n ultur$l sp$e en$bled $ sel5-!ener$ted senseo5 5e6inine identity the pro!r$6 be$6e $ piee o5 popul$r ultur$l $pit$l <see h$pter1= th$t #o6en possessed, but 6en did not. +he #o6enDs sense o5 ultur$l possession o5the pro!r$6, th$t it #$s their ulture, #$s pro5oundly outr$!ed by h$n!es 6$de to it bythe produers in 1981. +hese inluded h$n!in! its slot in the shedule, reduin! it 5ro65our to three episodes $ #ee*, $nd, 6ost e6ph$ti$lly o5 $ll, deidin! to #rite out the6$in 5e6$le h$r$ter. +his outr$!e #$s onsistently e:pressed in ter6s o5 #h$t ri!ht h$dthey !ot to do this to usH nd the they #$s seen $s 6en $nd $uthority in !ener$l $tin!

$!$inst the interests o5 #o6en. Crossroads, in opposition to the J5$tsK o5 its prodution,#$s 6$de into #o6enDs ulture, by the #o6en ie#ers the6seles.

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+he pro!r$6 $nd the #$thin! o5 it <5or the t#o $re insep$r$ble= $n onstitute $ piee o5ultur$l $pit$l 5or #o6en. (o6eti6es this #o6enDs ulture #$s e:pressed in diretopposition to th$t o5 6en Crossroads #$s o5ten ontr$sted #ith the ne#s, #hih either







(o 6uh riti$l $nd theoreti$l $ttention h$s been deoted to the mass 6edi$ in $ masssoiety th$t #e h$e tended to i!nore the 5$t th$t our urb$nied, institution$lied soiety5$ilit$tes or$l o66uni$tion $t le$st $s #ell $s it does 6$ss o66uni$tion. 'e 6$yh$e onentr$ted 6uh o5 our leisure $nd entert$in6ent into the ho6e <see $rnh$61987, A$rtley $nd @DRe!$n, 1987= but #e $ttend l$r!e shools $nd uniersities, 6$ny o5us #or* in l$r!e or!$ni$tions, $nd 6ost belon! to or $ttend so6e sort o5 lub or soi$lor!$ni$tion. nd #e lie in nei!hborhoods or o66unities. nd in $ll o5 these soi$lor!$ni$tions #e t$l*. Muh o5 this t$l* is $bout the 6$ss 6edi$ $nd its ultur$lo66odities $nd 6uh o5 it is per5or6in! $ si6il$r ultur$l 5untion to thoseo66odities - th$t is, it is representin! $spets o5 our soi$l e:periene in suh $ #$y $sto 6$*e th$t e:periene 6e$nin!5ul $nd ple$sur$ble to us. +hese 6e$nin!s, these ple$sures $re instru6ent$l in onstrutin! soi$l rel$tions $nd thus our sense o5 soi$lidentity.

-77-

Fe6inists <e.!. Aobson 1982, ro#n 1987$, ro#n $nd $r#i* 198;= h$e be!un tore$lu$te !ossip $s p$rt o5 #o6enDs or$l ulture $nd to $r!ue th$t it $n be both re$tie

$nd resistie to p$tri$rhy. +ulloh $nd Mor$n <198;= $lso 5ind positie $lue 5or #o6enin !ossip

$r!u$bly it is 6$lesD re5us$l to be open in their e6otions, $nd to !ossip, #hih is $ 6$?orre$son 5or their put do#n o5 so$ps. +hey displ$e their o#n in$deGu$ies onto theie#in! h$bits o5 #o6en. nd in $ssertin! the $lue o5 !ossip $nd e6otion$l rele$se,#o6en $re insistin! on their o#n $deGu$y, their o#n person$l $nd soi$l sp$e, in the5$e o5 6$le do6in$ted ulture. <pp. 247-8=

+he 5$t th$t 6en onsistently deni!r$te !ossip is $t le$st $ sy6pto6 th$t they reo!nieit $s $ ultur$l 5or6 th$t is outside their ontrol. +he di55iulty o5 ontrollin! or$l ulture

$nd its potenti$l $s $ site $nd 6e$ns o5 resist$ne #$s 6ore 5or6$lly reo!nied in thehistory o5 %n!lish i6peri$lis6 oer (otl$nd, rel$nd, $nd '$les one o5 the 5irst $ts o5the %n!lish onGuerors #$s to outl$# the n$tie l$n!u$!e 5or they #ell *ne# th$t politi$l ontrol reGuired lin!uisti ontrol, $nd onersely, th$t politi$l resist$nedepended upon $ l$n!u$!e o5 the oppressed #ith #hih to thin* $nd t$l* th$t resist$ne.

@r$l ulture is responsie to $nd is p$rt o5 its i66edi$te o66unity. t resistsentr$li$tion $nd the ideolo!i$l ontrol th$t !oes #ith it, $nd it pro6otes ultur$ldiersity. Li*e 6$ss ulture, it is hi!hly onention$l - t$l* $nd !ossip $re $s le$rly5or6ul$i $s $ny +B ri6e-buster series - but the onentions o5 t$l* $ry $s #idely $sthe soi$l situ$tions or soi$l !roup #ithin #hih th$t t$l* oper$tes. +een$!e !irl t$l*

di55ers 5ro6 6$le #or*er t$l*, loun!e roo6 t$l* di55ers 5ro6 publi b$r t$l*, $nd thedi55erenes $re in the onentions. 'hen this t$l* is $bout teleision it #or*s to $ti$te$nd irul$te 6e$nin!s o5 the te:t th$t reson$te #ith the ultur$l needs o5 th$t p$rtiul$rt$l* o66unity.

$t $nd Liebes <1984, 198= in their study o5 ethni $udienes o5 allas 5ound th$t

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Aobson <1982= h$s sho#n ho# the ie#ers o5 Crossroads #ere oer#hel6in!lyonerned #ith the pro!r$6Ds re$listiness they h$d $n intern$lied set o5 soi$l nor6sth$t en$bled the6 to e$lu$te ho# Jre$lK $n inident, $ re$tion, or $ piee o5 di$lo!ue$ppe$red to be, $nd the 6ore re$l, the better. +he nor6s the6seles $nd their $ppli$tionto the pro!r$6 #ere in5luened by !ossip. +$l*in! $bout teleision is $ proess o5 brin!in! out the 6e$nin!s th$t J#or*K 5or $ p$rtiul$r $udiene !roup, #hih then, inturn, 5untions to $ti$te those 6e$nin!s in the ne:t ie#in!. n this #$y solit$ryie#in! $n be e:periened $s !roup ie#in!, be$use the ie#er *no#s #ell th$t other6e6bers o5 herIhis !roup $re ie#in! $t the s$6e ti6e. ossip #or*s $tiely in t#o#$ys it onstruts $udiene-drien 6e$nin!s $nd it onstruts $udiene o66unities#ithin #hih those 6e$nin!s irul$te.

+he Jtre**iesK <the 5$ns o5 "tar Tre+ = $re $ p$rtiul$rly $tie $nd re$tie +B $udiene<see /en*ins 198;=. +hey publish $ nu6ber o5 ne#sletters in #hih 5$ns i6$!ine theontinuin! lies o5 the h$r$ters in the seri$l. (o6e o5 these i6$!inin!s h$e !ro#n tonoel len!th $nd there $re een so5t-porn noels o5 (po* $nd his se: li5e in irul$tion.+hose pri$tely produed $nd irul$ted publi$tions $re e:pliit $nd e:tre6e6$ni5est$tions o5 the $udiene $tiity in #hih ie#ers, p$rtiul$rly o5 seri$ls, #rite

5uture JsriptsK in their he$ds $nd then he* these sripts $!$inst the bro$d$st ones.+hey $re $lso !ossip #hih h$s h$d to reert to the type#riter in order to oero6e the proble6s o5 $ !eo!r$phi$lly dispersed $udiene o66unity. Co66eri$lly publishedso$p oper$ 6$!$ines sere $ si6il$r 5untion they pro6ote $nd irul$te !ossip #ithin $o66unity th$t is de5ined not !eo!r$phi$lly but by $ o66on$lity o5 t$ste deriin!5ro6 $ sh$red soi$l situ$tion.

Children, too, h$e $ dyn$6i or$l ulture th$t inter$ts #ith the ulture o5 teleision.+hey 5reGuently inorpor$te teleision into their !$6es, son!s, $nd sl$n!, $nd, indeed,use teleision $s the r$# 6$teri$l out o5 #hih to re$te ne# !$6es $nd ne# son!s. ll o5this su!!ests th$t $ 5ol*, or$l ulture still lies despite the dislo$tions o5 6$ss soiety,

$nd th$t teleision is not only re$dily inorpor$ble into this, but th$t it is $tu$lly essenti$lto its suri$l. For teleision proides $ o66on sy6boli e:periene $nd $ o66ondisourse, $ set o5 sh$red 5or6$l onentions th$t $re so i6port$nt to $ 5ol* ulture. nd$n or$l or 5ol* ulture proides the teleision ie#er #ith $ set o5 re$din! rel$tions th$t$re essenti$lly p$rtiip$tory $nd $tie, $nd th$t reo!nie only 6ini6$l di55erenti$tion bet#een per5or6er $nd $udiene or produer $nd onsu6er.

□ The social determinations of meanings

Me$nin!s $re deter6ined soi$lly th$t is, they $re onstruted out o5 the on?unture o5the te:t #ith the soi$lly situ$ted re$der. +his does not 6e$n th$t $ re$derDs soi$l

position 6eh$nisti$lly produes 6e$nin!s 5or hi6 or her in $ #$y th$t #ould p$r$llelthe $uthorit$ri$n #$y th$t te:ts used to be thou!ht to #or*. +he #ord Jdeter6ineK doesnot re5er to suh $ 6eh$nisti, sin!ul$r, $use $nd e55et proess r$ther it 6e$ns todeli6it or set the bound$ries. t #ould be ridiulous to su!!est th$t $ll 6e6bers o5 the#or*in! l$ss or $ll #o6en #ould onstrut identi$l 6e$nin!s th$t #ere deter6ineddiretly by their soi$l situ$tion. Ao#eer, it #ould be eGu$lly ridiulous to su!!est th$tthere is no suh thin! $s $ #or*in!-l$ss re$din! or $ 5e6inine re$din!. +he bound$rieso5 #or*in!-l$ss e:periene or o5 5e6$le e:periene le$e plenty o5 roo6 5or di55erent



in5letions, 5or $ny one person is sub?eted to $ #ide $riety o5 soi$l deter6in$tions. (o,to t$*e $n e:$6ple, $ C$tholi tr$de unionist #or*in! in $ etroit $r pl$nt #ill in5let#or*in!-l$ss soi$l e:periene Guite di55erently 5ro6, s$y, $ rotest$nt, Jnonpoliti$l, K$!riultur$l #or*er in 'isonsin. +he r$n!e o5 in5letions o5 5e6$le soi$l e:periene in$ p$tri$rhy is prob$bly een #ider, $nd in the l$st h$pter #e loo*ed $t so6e o5 the$riety o5 soi$l 5ores th$t #or* to deelop $ soi$l sub?etiity. +he $r!u6ent th$t peopleDs sub?etiities, their onsiousness o5 sel5, $nd their soi$l rel$tions $re produedsoi$lly r$ther th$n !eneti$lly or n$tur$lly, does not 6e$n th$t $ll people $re lones o5e$h other, the 6$ss produts o5 $n identi$l soi$l 6old. +he soi$l histories o5 people insoieties $s dierse $s #estern $pit$list de6or$ies $re onstruted out o5 suh $ $rietyo5 soi$l e:perienes $nd soi$l 5ores $s to proide 5or $l6ost $s 6uh indiidu$ldi55erene $s $ny n$tur$l !ene b$n*. theory o5 soi$l deter6in$tion not only le$esroo6 5or indiidu$l $nd other di55erenes, it e6ph$sies the6 but it $lso e6ph$sies th$tthe si!ni5i$nt di55erenes $re produed soi$lly r$ther then !eneti$lly, $nd th$t thesedi55erenes e:ist #ithin $nd $!$inst $ 5r$6e#or* o5 si6il$rity.

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+his diersity o5 soi$l histories neess$rily inoles ontr$ditions #ithin the sub?et. sMorley <198;= puts it

the s$6e 6$n 6$y be si6ult$neously $ produtie #or*er, $ tr$de union 6e6ber, $supporter o5 the (oi$l e6or$ti $rty, $ onsu6er, $ r$ist, $ ho6e o#ner, $ #i5e be$ter $nd $ Christi$n. <p. 42=.

Morley t$*es p$ins to point out th$t these ontr$ditory sub?et positions $re not $lleGui$lently e55etie, but th$t so6e #ill be 6ore po#er5ul th$n others, $nd so6edependent on others. Ais $ount o5 ho# these di55erent soi$l positions, intersetin! in $histori$l <thou!h hypotheti$l= ie#er, $n produe ontr$ditory re$din!s o5 the s$6e

pro!r$6 is so le$r $nd e:e6pl$ry th$t $n do no better th$n Guote it $t len!th

erh$ps this issue $n be 6$de le$rer i5 #e t$*e $ hypotheti$l #hite 6$le #or*in!-l$ssshop ste#$rd <identi5ied in the )ationwide pro?et= $nd 5ollo# hi6 ho6e, $nd loo* $tho# he 6i!ht re$t to $nother )ationwide pro!r$66e, this ti6e in his ho6e onte:t.First, it #ould see6 li*ely th$t in his do6esti onte:t, $#$y 5ro6 thesupportieIre!ul$tie 6ores o5 the !roup o5 5ello# shop ste#$rds #ith #ho6 he ie#edthe J"e#sK t$pe in the )ationwide interie#, the intensity o5 his Jopposition$lK re$din!s#ill be li*ely to di6inish. ut let us $lso loo* $t ho# he 6i!ht respond to $ 5e# ite6s inthis hypotheti$l )ationwide on di55erent topis. (o, his #or*in!-l$ss position h$s ledhi6 to be inoled in tr$de union disourses $nd thus, despite the #e$*er 5r$6e supplied

by the do6esti onte:t, he 6$y #ell still produe $n opposition$l re$din! o5 the 5irstite6 on the l$test round o5 redund$nies. Ao#eer, his #or*in!-l$ss position h$s $lsotied hi6 to $ p$rtiul$r 5or6 o5 housin! in the inner ity, #hih h$s, sine the #$r, beentr$ns5or6ed be5ore his eyes ultur$lly by si$n i66i!r$nts, $nd the "$tion$l Front o6elosest to e:pressin! his lo$l h$uinist 5e$rs $bout the tr$ns5or6$tion o5 JhisK $re$ sohe is inlined to r$is6 #hen he he$rs on the ne#s o5 bl$* youth street ri6es - th$t is tos$y, he is !ettin! lose to $ do6in$nt re$din! $t this point. ut then $!$in his o#ne:periene o5 li5e in $n inner ity $re$ inlines hi6 to beliee the polie $re no $n!els. (o



#hen the ne:t ite6 on the pro!r$66e turns out to be on the ri:ton riots he produes $ne!oti$ted re$din!, suspiious both o5 bl$* youth $nd $lso o5 the polie. y no# he tireso5 )ationwide, $nd s#ithes oer to $ situ$tion o6edy in #hih the 6$n $nd #o6$noupy tr$dition$l positions, $nd his insertion #ithin $ #or*in!-l$ss ulture o56$sulinity inlines hi6 to 6$*e $ do6in$nt re$din! o5 the pro!r$66e. <pp. 42-3=

-81-

+he $bility o5 #h$t rossber! <5ortho6in!= h$s $lled Jthe no6$di sub?etiityK to produe 6e$nin!s th$t sp$n the #hole r$n!e 5ro6 the do6in$nt to the opposition$l iseidene o5 the $tiity o5 the ie#er in produin! 6e$nin!s $nd o5 the soi$ldeter6in$tions th$t underlie this $tiity. "e!oti$tin! 6e$nin!s #ith the teleision te:t is$ disursie, $nd there5ore soi$l, proess, $nd not $n indiidu$listi one, but it still$llo#s the soi$lly situ$ted ie#er $n $tie, se6i-ontrollin! role in it. Morleyo66ents on his hypotheti$l ie#er

Ae is indeed $ Jsub?et rossed by $ nu6ber o5 disoursesK, but it is he, the p$rtiul$r person <#ho represents $ spei5i o6bin$tion o5Iintersetion o5 suh disourses=, #ho6$*es the re$din!s, not the disourses #hih Jspe$*K to hi6 in $ny si6ple sense. R$ther,they proide hi6 #ith the ultur$l repertoire o5 resoures #ith #hih he #or*s. <p.43=

+he prodution o5 6e$nin! 5ro6 $ te:t 5ollo#s 6uh the s$6e proess $s theonstrution o5 sub?etiity #ithin soiety. +he re$der produes 6e$nin!s th$t derie5ro6 the intersetion o5 hisIher soi$l history #ith the soi$l 5ores strutured into thete:t. +he 6o6ent o5 re$din! is #hen the disourses o5 the re$der 6eet the disourses o5the te:t. 'hen these disourses be$r di55erent interests re$din! beo6es $ reonili$tiono5 this on5lit. For M$C$be $nd e$rly sreen theorists, this reonili$tion inoled thesurrender o5 the soi$l interests o5 the re$der to those o5 the te:t. For Aod!e $nd +ripp<198;=, ho#eer, e:$tly the opposite is the $se. +heir studies Jonstitute $ o6pellin!

$r!u6ent 5or the pri6$y o5 !ener$l soi$l rel$tions in deelopin! $ re$din! o5 teleision,r$ther th$n the other #$y $boutK <p. 18=.

-82-

+his is be$use soi$l rel$tionships $rry Ji66edi$te re#$rds $nd s$ntionsK <p. 18=#hih 6$*e the6 6uh 6ore po#er5ul in their e55etiity th$n $ny teleision pro!r$6.Children, $s #ell $s $dults, $re $#$re o5 the !$p bet#een teleisionDs represent$tions $ndre$lity, $ !$p th$t does not $ppe$r to e:ist in the e:periene o5 soi$l rel$tions. +hee55etiity o5 soi$l rel$tionships in the onstrution o5 sub?etiity $nd 6e$nin!s is!re$ter th$n th$t o5 teleision to the e:tent th$t these soi$l rel$tionships $ppe$r 6ore

Jre$l. K J'e 6ust be prep$red to 5ind th$t non-teleision 6e$nin!s $re po#er5ul enou!hto s#$6p teleision 6e$nin!sK <Aod!e $nd +ripp 198; 144=.

+hese Jnon-teleision 6e$nin!s, K th$t is, those th$t derie 5ro6 the disourses o5 there$der r$ther th$n those o5 the te:t, $re ones th$t $re 5reGuently pro6oted $nd irul$tedor$lly. 5 the teleision pro!r$6 5$ils to $llo# sp$e 5or these non-teleision 6e$nin!s to be !ener$ted 5ro6 it, it is unli*ely to be popul$r. Morley <1980$= 5ound th$t bl$*#o6en, 5or e:$6ple, si6ply re?eted )ationwide be$use it held nothin! 5or the6 it



5$iled to proo*e the6 to produe 6e$nin!s $nd 5$iled to proide the sp$es #ithin#hih suh 6e$nin!s ould be in5leted to represent their soi$l interests.

+o be popul$r #ith $ diersity o5 $udienes teleision 6ust both proo*e its re$ders tothe prodution o5 6e$nin!s $nd ple$sures, $nd 6ust proide the te:tu$l sp$e 5or these6e$nin!s $nd ple$sures to be $rtiul$ted #ith the soi$l interests o5 the re$ders. Re$ders#ill only produe 6e$nin!s 5ro6, $nd 5ind ple$sures in, $ teleision pro!r$6 i5 it $llo#s5or this $rtiul$tion o5 their interests. +he te:tu$l $nd interte:tu$l h$r$teristis by #hihthis is $hieed 5or6 the sub?et 6$tter o5 the ne:t t#o h$pters.

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Chapter 6

Activated te4ts

+he l$st h$pter $r!ued t#o 6$in propositions th$t the teleision $udiene is o6posedo5 $ #ide $riety o5 !roups $nd is not $ ho6o!eneous 6$ss $nd th$t these !roups$tiely re$d teleision in order to produe 5ro6 it 6e$nin!s th$t onnet #ith theirsoi$l e:periene. +hese propositions ent$il the oroll$ry th$t the teleision te:t is $ potenti$l o5 6e$nin!s $p$ble o5 bein! ie#ed #ith $ $riety o5 6odes o5 $ttention by $$riety o5 ie#ers. +o be popul$r, then, teleision 6ust be both polyse6i $nd 5le:ible. nthis h$pter sh$ll h$r$terie the teleision te:t $s $ st$te o5 tension bet#een 5ores o5closure, #hih $tte6pt to lose do#n its potenti$l o5 6e$nin!s in 5$or o5 its pre5erredones, $nd 5ores o5 openness, #hih en$ble its $riety o5 ie#ers to ne!oti$te $n$ppropri$te $riety o5 6e$nin!s. +he l$st h$pter dre# $ttention to the soi$l 5ores th$t#or*ed to open the te:t up to this proess o5 ne!oti$tion in this one sh$ll e:plore the6$in te:tu$l deies th$t onstitute this openness.

+his reGuires $ 5le:ible de5inition o5 the teleision te:t. t one leel there is no proble6

the pri6$ry teleision te:t is th$t p$ttern o5 si!ni5iers on the sreen $nd in the $ir#$es $t$ny one ti6e. ut no te:t is si6ply $ p$ttern o5 si!ni5iers $ te:t is $ be$rer o5 6e$nin!s,$nd rel$tin! si!ni5iers to 6e$nin!s is not ?ust $ 6$tter o5 supplyin! the6 #ith $ppropri$tesi!ni5ieds. R$ther, they identi5y $nd li6it the $ren$ #ithin #hih the 6e$nin!s 6$y be5ound. 5ition$l i6$!e o5 $ #hite hero shootin! $ Aisp$ni ill$in $n neer 6e$n$nythin! outside those ter6s. ut #ithin those ter6s there is onsider$ble sp$e 5or thene!oti$tion o5 6e$nin! the re$der $n brin! le5t- or ri!ht-#in! politis to be$r, r$ist ornonr$ist ideolo!ies, teleision J*no#led!esK either o5 preious episodes o5 the s$6eseries $nd thus the $u6ul$ted J6e$nin!sK o5 the hero, or o5 other si6il$r series $ndthus o5 $ !eneri +B hero $nd iti6s or ill$ins. @r re$ders 6$y, onsiously orunonsiously, brin! to be$r e:tr$-!eneri teleision 6e$nin!s - $ ne#s ite6 $bout N(

$tion in "i$r$!u$, 5or e:$6ple, 6$y #ell 5or6 p$rt o5 the 6e$nin!s o5 ourhypotheti$l, but not untypi$l, inident.

+hese teleision *no#led!es $re not on5ined to teleision itsel5. +here is $ #hole publiity industry produin! seond$ry te:ts, #ritin! $bout teleision in $ #ide $riety o55or6s - ?ourn$listi ritiis6, !ossip $bout the st$rs, spei$list 6$!$ines 5or 5$ns<p$rtiul$rly o5 so$p oper$=, Jnoeli$tionsK o5 the teleision sripts <e.!. ones o5 r



,ho, or The .;Team=, $dertise6ents, posters, $nd teleision pro6os. +hese 6$y beseond$ry te:ts, but they $n be re$d b$* into the pri6$ry te:t, the tr$ns6itted i6$!e.

-84-

+here is $lso $ third leel o5 te:t - the re$din!s th$t people 6$*e o5 teleision, the t$l*$nd !ossip they produe these too $re p$rt o5 this #eb o5 interte:tu$l rel$tions th$t 6ust be t$*en into $ount #hen #e #ish to study teleision $s $ irul$tor o5 6e$nin!s in theulture.

□ The polysemy of the television te4t

ut #e h$e to st$rt so6e#here. propose to ontinue the lose $n$lysis o5 the t#osenes 5ro6 !art to !art th$t opened h$pter 1. @ur initi$l re$din! sho#ed ho# thedo6in$nt ideolo!y is strutured into the te:t $nd, by i6pli$tion, ho# the te:t est$blishesthe bound$ries o5 the $ren$ #ithin #hih the stru!!le 5or 6e$nin! $n our. 'e 6ustno# e:tend the $n$lysis to ree$l so6e o5 the te:tu$l deies #hih open it up to polyse6i re$din!s, #hih there5ore #or* $!$inst the $tte6pted ideolo!i$l losure, $nd#hih 6$*e it $essible to, $nd popul$r #ith, its $riety o5 $udienes.

□ IR$#

@ne o5 these deies is irony. +he l$ssi $nd si6ple de5inition o5 irony is $ st$te6entth$t $ppe$rs to s$y one thin! #hile $tu$lly 6e$nin! $nother.

+hus #hen the ill$in s$ys, J'ell 6$ybe $ 5e# !ood inest6ents $nd #e $n pith the#hole bloody business. ut #e $re !oin! to need $ bit 6ore 5or our retire6ent 5und. K his#ords $re tre$ted by the te:t ironi$lly. +he %CN o5 his 5$e, the he$y irony in his%n!lish $ent, $nd the 5$t th$t the pretty 6eri$n ill$iness h$s ?ust h$r$teried his

$ttitude $s !reed o6bine to le$d the ie#er not to t$*e his #ords $t 5$e $lue. 'eJ*no#K th$t he is t$l*in! $bout ri6e $nd not $ pension 5und. n other #ords, #e *no#th$t this is irony, $nd th$t the unst$ted 6e$nin!s t$*e preedene oer the st$ted ones.ut our spet$tori$l on5idene 6$y not be $s seure $s this $ount su!!ests. For the position o5 o6nisiene !r$nted us by the irony in this re$list te:t 6$y be h$llen!ed bythe soi$l disourses brou!ht to be$r on it. subordin$te non-#hite or non-6eri$n,#hether in the N( or the rest o5 the #orld, ould re$d this to be $ subersie use o5 thedisourse $nd ethis o5 $pit$lis6 #hih turns the syste6 b$* on itsel5.

-8-

+he irony brin!s to!ether the disourses o5 $pit$list eono6is #ith those o5 r$e $nd o5ri6e, $nd this ollision o5 disourses $nnot be tot$lly ontrolled by the te:t or by thedo6in$nt ideolo!y. t ould be re$d to 6e$n th$t the only #$y in #hih $ 6$le 6e6bero5 $ subordin$te r$e or l$ss $n p$rtiip$te in the $lid$ted $tiities o5 p$tri$rh$l$pit$lis6 <loo*in! $5ter his #o6$n $nd proidin! 5or their old $!e= is by #h$t thedo6in$nt l$ss $lls Jri6e. K (uh $ re$din! #ould shi5t the responsibility 5or the ri6e$#$y 5ro6 the <eil= indiidu$l $nd pl$e it 5ir6ly onto the soi$l syste6, $nd thus 6$*e



$ sense seriin! the interests o5 $n opposition$l subulture by ontestin! the do6in$ntsense proposed by the irony.

rony, $s $ rhetori$l deie, is $l#$ys polyse6i $nd is $l#$ys open to $pp$rentlyJpererseK re$din!s be$use it neess$rily #or*s by si6ult$neously opposin! 6e$nin!s$!$inst e$h other. (reen theory, li*e the pre5erred re$din! one, #ould pl$e these6e$nin!s in $ hier$rhi$l rel$tionship #ith e$h other - #e J*no#K th$t the do6in$ntone <this 6$n is eil= t$*es preedene oer, $nd is used to e:pl$in, the 6$ni5estJ6e$nin!K o5 the #ords <he is beh$in! responsibly=. n this $se irony pre5ers one6e$nin! oer the other, $nd is seen to #or* in the s$6e #$y $s the per5et $6er$ie#point does it !ies the re$derIspet$tor priile!ed *no#led!e #e underst$nd theill$inDs #ords better th$n he does, #e h$e $ priile!ed insi!ht into hi6, $nd ourunderst$ndin! is o6plete $nd $deGu$te. rony is, in this re$din!, $l#$ys p$rt o5M$C$beDs <1981$= Jhier$rhy o5 disoursesK th$t onstrut 5or the re$der this position o5Jdo6in$nt speul$rity. K ut the te:t $nnot en5ore its pre5erred 6e$nin!. nopposition$l re$der 6$y #ell $ti$te those 6e$nin!s lustered $round Jthis-6$n-is- beh$in!-responsibly. K +his shi5t o5 the 6or$l ?ud!6ent o5 the irony $#$y 5ro6 theindiidu$l to#$rds the soi$l syste6 reerses the politis o5 the 6e$nin!. rony $n neer

be tot$lly ontrolled by the struture o5 the te:t it $l#$ys le$es se6ioti sp$e 5or so6ere$ders to e:ploit.

+here is irony, too, in the #$y th$t the heroine $ssu6es $ southern $ent to respond to $o6pli6ent J@h, th$tDs the utest thin! youDe eer s$id to 6e, su!$r. K +he p$tri$rh$l6e$nin! o5 this is borne by its re5erene to the tr$dition$l 6yth o5 the southern belle $sthe 6ost ontentedly $nd seerely subordin$te o5 $ll 5e6$le stereotypes the irony lies inthe tension bet#een our liber$ted, northern heroine $doptin! this role $nd the sel5-$#$re, p$rodi #$y in #hih she does it. +his ould be re$d $s 5ore!roundin! the !ender politiso5 the 6yth $s she tri!!ers it in #hih $se the irony #ould use the disourse o5 thenorthern liber$ted #o6$n to o66ent riti$lly upon the 6yth o5 the southern belle. +his

$ppe$rs to be the pre5erred re$din!, but $ se:u$l h$uinist ould #ell reerse the pre5erene $nd re$d her ironi tone o5 oie $s $ 5or6 o5 se:u$l pl$y5ulness th$t #ould!ie the Jsubordin$teK disourse preedene oer the pre5erred, Jliber$tedK one.

-8;-

□ 'ETA"*$R

+he heroineDs ironi response is to $ o6pli6ent ouhed in 6et$phori$l ter6s. Li*eirony, 6et$phor neess$rily inoles t#o disourses, 5or it $l#$ys desribes one thin! inter6s o5 so6ethin! else. !$in, $ hier$rhi$l rel$tionship bet#een these t#o disourses

$n be pre5erred, but it $n neer be en5ored. +he 6et$phor th$t e:pl$ins $ #o6$nDs$ttr$tieness to $ 6$n in ter6s o5 bees, honey, $nd 5lo#ers obiously #or*s to !round $ p$tri$rh$l ie# o5 !ender rel$tions in n$ture $nd thus, liter$lly, to n$tur$lie it. ut the6et$phor is spo*en in $n e:$!!er$ted tone o5 oie th$t dr$#s $ttention to its6et$phori$l n$ture $nd thus its $rti5ii$lity. t ould #ell #or* to de6ysti5y theonentions by #hih 6en $nd #o6en $re soi$lied into rel$tin! to e$h other in oursoiety, $nd ould there5ore be re$d $s $ riti$l o66ent on the ideolo!y insribed in the pr$tie.



+he ollision o5 disourses in irony $nd 6et$phor produes $n e:plosion o5 6e$nin! th$t$n neer be tot$lly ontrolled by the te:t $nd 5ored into $ uni5ied sense produin! $uni5ied $nd sin!ul$r position 5or the re$din! sub?et. +he ontr$ditions $re $l#$ys le5treerber$tin! enou!h 5or subultures to ne!oti$te their o#n in5letions o5 6e$nin!.

□ 7$)ES

/o*es, li*e irony, li*e 6et$phor, #or* throu!h $ ollision o5 disourses. +he l$st h$pterh$s sho#n ho# the #indo#IportholeIl$undro6$t ?o*e $tte6pts to !ie the 6$sulinetehni$l disourse hier$rhi$l preedene oer the 5e6inine do6esti one it #$nts usto l$u!h $t the in$deGu$y o5 the #o6$n. ut its o55ensieness to #o6en $n be re$d $s $ p$rodi displ$y o5 p$tri$rhy $t #or*, or een $s $ o66ent on the in$bility o5 p$tri$rhyto ope #ith the h$n!in! de5initions o5 !ender. Ao#eer h$rd it 6$y try, the te:t $nneer 5in$lly ontrol the 6e$nin!s th$t 6$y be !ener$ted #hen the disourse o5 p$tri$rh$l ontrol ollides #ith th$t o5 5e6inine liber$tion.

□ C$#TRA%ICTI$#

Contr$dition, liter$lly Jspe$*in! $!$inst, K 6ust be $deGu$tely $ounted 5or in $nytheory o5 teleisionDs popul$rity in $ hetero!eneous soiety, 5or ontr$ditions $re $nother$!ent o5 polyse6y. M$C$be <1981$= $r!ues th$t t#o o5 the de5inin! h$r$teristis o5 bour!eois re$lis6 $re its in$bility to tre$t the re$l $s ontr$ditory, $nd the #or* o5 its6et$disourse in resolin! $ny lo#-leel ontr$ditions in the te:t. Ais $ount does $tle$st sho# us th$t ontr$dition is $n issue in both Jthe re$lK $nd the te:t, or r$ther, in theunderst$ndin! o5 both.

-87-

deolo!y, $s theoried by lthusser, #or*s to iron out ontr$ditions bet#een its sub?etsD

re$l $nd i6$!in$ry soi$l rel$tions. t onstruts $ JonsensusK $round the point o5 ie#o5 the bour!eoisie $nd e:ludes the onsiousness o5 l$ss on5lit. Con5lit o5 interest$n only be e:pressed throu!h contradiction, spe$*in! $!$inst, so the repression o5ontr$ditions in Jthe re$lK is $ re$tion$ry ideolo!i$l pr$tie 5or it 6obilies $onsensus $round the st$tus Guo $nd thus 6ilit$tes $!$inst soi$l h$n!e.

+e:tu$l $nd re$din! str$te!ies $re si6il$rly ideolo!i$l $nd #or* in $ si6il$r #$y. +e:tu$lstr$te!ies <suh $s th$t o5 M$C$beDs J6et$disourseK= th$t propose $ unit$ry, 5in$lJtruthK o5 the te:t #or* by resolin! ontr$ditions $nd thus deny the 5ore 5or soi$lh$n!e, or $t le$st soi$l interro!$tion, th$t is e6bedded in the6. re$din! str$te!y th$tooper$tes #ith this te:tu$l str$te!y is si6il$rly re$tion$ry its $ept$ne o5 $ 5in$l

JtrueK 6e$nin! o5 the te:t $n only be $hieed by the $doption o5 the s$tis5iedre$tion$ry re$din! position o5 Jdo6in$nt speul$rityK <M$C$be 1981$=.

Conersely, 6ore r$di$l soi$l $nd te:tu$l theories see* to e:pose the #or* o5 thedo6in$nt ideolo!y in n$tur$liin! $ bour!eois resolution o5 ontr$ditions, $nd #or* toreoer $nd re$ti$te the6. +his need not be $ onsious theoreti$l pro?et. Aod!e $nd+rippDs <198;= shool hildren $ti$ted the ontr$ditions in Prisoner $nd used the6 toJspe$* $!$instK their subordin$tion by the shool syste6. 5 te:ts th$t be$r the do6in$nt



ideolo!y $re to be popul$r $6on!st those #ho $re oppressed or subordin$ted by th$tideolo!y, they 6ust ont$in ontr$ditions, ho#eer repressed, th$t opposition$l re$ders$n $ti$te to sere their ultur$l interests. 'ithout the6, the te:t ould be popul$r only$6on!st those #ho $o66od$te the6seles 6ore or less o65ort$bly #ith thedo6in$nt ideolo!y.

ellner <1982= $lso sees ontr$ditions $s entr$l to teleisionDs $bility to $ppe$l to $diersity o5 soi$l !roups. Ais ontr$ditions #or* on $ l$r!er s$le, 5or they $re to be5ound bet#een di55erent pro!r$6s #here they our #ithin $ pro!r$6 they $re resoled by the n$rr$tie #or*in! throu!h M$C$beDs 6et$disourse

+eleision 6ytholo!ies o5ten $tte6pt to resole soi$l ontr$ditions. For inst$ne, theop sho# "tars+y and !utch de$ls #ith the 5und$6ent$l 6eri$n ontr$dition bet#eenthe need 5or on5or6ity $nd indiidu$l initi$tie, bet#een #or*in! in $ orpor$tehier$rhy $nd bein! $n indiidu$l. (t$rs*y $nd Auth $re $t one onention$l $nd hipthey do polie #or* $nd #e$r 5l$shy lothes and h$e lots o5 !ood ti6es. +hey sho# th$tit is possible to 5it into soiety $nd not lose oneDs indiidu$lity. +he series 6ythi$llyresoles ontr$ditions bet#een the #or* ethi $nd the ple$sure ethi, bet#een duty $nd

en?oy6ent. +eleision 6ytholo!y speiously resoles on5lits to en$ble indiidu$ls to$d?ust. <p. 400=

-88-

"e#o6b <1984= turns to the theories o5 $*htin <1981= to disuss teleisionDs6ultio$lity, its oll$!e o5 disourses #hih 6ust neess$rily inlude ontr$ditoryones. $*htinDs distintion bet#een $ Jhetero!lotK te:t, th$t is, one o6posed o5 6$nyoies, $nd $ J6ono!lotK one #hih is sin!ul$r in its disourse $nd ie# o5 the #orld, 5its#ell the theory o5 $rthes <197$=, #ho su!!ests th$t $ll n$rr$ties $re o6posed o5 $ninter#e$in! o5 oies th$t $nnot 5in$lly be strutured into $ny ontrollin! hier$rhy

<see h$pter 8 $nd 1=. s $ soiety ont$ins 6$ny oies $ll striin! to be he$rd oer theothers, so too 6ust te:ts th$t irul$te popul$rly in th$t soiety.

$*htin <1981= e:pl$ins hetero!lossi$ in ter6s th$t see it $s #or*in! eGu$lly e55etielyin both soiety $nd te:ts the hetero!lossi$ o5 soiety is strutured in the disourse

$*htinDs b$si sen$rio 5or 6odellin! $riety is t#o $tu$l people t$l*in! to e$h otherin $ spei5i di$lo!ue $t $ p$rtiul$r ti6e $nd in $ p$rtiul$r pl$e. ut these persons#ould not on5ront e$h other $s soerei!n e!os $p$ble o5 sendin! 6ess$!es to e$hother throu!h the *ind o5 unluttered sp$e enisioned by the $rtists #ho illustr$te 6ostreeier-sender 6odels o5 o66uni$tion. R$ther, e$h o5 the t#o persons #ould be $

onsiousness $t $ spei5i point in the history o5 de5inin! itsel5 throu!h the hoie it h$s6$de - out o5 $ll the possible e:istin! l$n!u$!es $$il$ble to it $t th$t 6o6ent - o5 $disourse to tr$nsribe its intention in this specific e<change$

<p. ::, in "e#o6b 1984 40=

$*htin is $re5ul to set this hetero!lossi$ #ithin $ onte:t o5 po#er rel$tions. %$hsoi$l !roup rel$tes di55erently to the lin!uisti o66unity, $nd e$h is in $ onst$nt





□ E8CESS

+he h$r$teristis o5 e:ess h$e been #idely noted in reent ritiis6, p$rtiul$rly by5e6inist #riters on 5il6 $nd teleision. %:ess $n t$*e t#o 5or6s, both o5 #hih $re polyse6i. +he 5irst is e<cess as hyperbole, #hih is $ spei5i te:tu$l deie, $ 5or6 o5e:$!!er$tion #hih 6$y $ppro$h the sel5-*no#in!ness o5 J$6pK $s in ynasty or sel5- p$rody $s in M$donn$Ds 6usi ideos. +he other is $ 6ore !ener$l semiotic e<cess #hihis $ h$r$teristi o5 $ll teleision, not ?ust o5 p$rtiul$r pro!r$6s.

'hen the heroine o5 !art to !art dresses up $s b$it 5or the ri6in$ls, she deliber$tely#e$rs e:essie ?e#elry. +his is e<cess as hyperbole, $nd #or*s p$rtly to oney l$ss- b$sed 6e$nin!s - lo#er-l$ss t$stelessness is e:essie, 6iddle-l$ss t$ste is restr$ined,or so the do6in$nt disourse #ould h$e us beliee. ut its 5untion does not stop here.%:essie ?e#elry dr$#s $ttention to the role o5 ?e#elry in p$tri$rhy $nd interro!$tes it.

-90-

(i6il$rly, the e:$!!er$ted hi$lry o5 the hero $s he s$ys Jthey 6$y not be $ble to see thehoney 5or the 5lo#ersK $nd the e:$!!er$ted southern $ent o5 the heroine $s she replies$n both be re$d $s e:essie. +heir e:ess en$bles the6 to $rry ontr$ditory6e$nin!s there is $ str$i!ht 6e$nin! #hih is borne by the 5$e $lue o5 the #ords $nd5its the do6in$nt ideolo!y, $nd there is $n e:ess o5 6e$nin! le5t oer one this do6in$nt6e$nin! h$s been 6$de th$t is $$il$ble 5or ie#ers to use to underut the str$i!ht6e$nin!. +he o6pli6ent $nd response $n be seen $s $n e:$6ple o5 Jn$tur$lK !enderrel$tions in p$tri$rhy, or $s $ p$rodi e:posure o5 the $rti5ii$lity o5 the onentions th$t!oern those rel$tions $nd there5ore o5 the ideolo!y insribed in the6.

?<cess as hyperbole #or*s throu!h $ double $rtiul$tion #hih is $p$ble o5 be$rin! boththe do6in$nt ideolo!y $nd $ si6ult$neous ritiGue o5 it, $nd opens up $n eGui$lent du$l

sub?et position 5or the re$der. +he re$der $n both en?oy the o6pli6ent $nd response$nd $t the s$6e ti6e be <sli!htly= riti$l o5 herIhi6sel5 5or doin! so. (o$p oper$s $reo5ten derided 5or their e:ess, yet it is preisely this h$r$teristi th$t $llo#s theo6ple: re$din! positions $ssu6ed by 6$ny 5$ns. +hese 5$ns tre$t the oper$s $s i5 they#ere re$l $nd so6eti6es rel$te to their h$r$ters $s thou!h they #ere their o#n 5$6ily.)et they *no# #h$t they $re doin!, they *no# th$t their ple$sure in re$din! so$p oper$ $sre$l li5e is illusory $nd th$t they $re, $ordin! to their 6ore nor6$l st$nd$rds, bein!so6e#h$t silly in doin! so. +he ie#er o5 so$ps $n be si6ult$neously n$ie $nd*no#in! ?ust $s $n the hero o5 !art to !art $s he e:$!!er$tes the hi$lry o5 hiso6pli6ent.

%:ess $llo#s 5or $ subersie, or $t le$st p$rodi, subte:t to run ounter to the 6$in te:t$nd both Jte:tsK $n be re$d $nd en?oyed si6ult$neously by the ie#er, $nd hisIherdisunited sub?etiity.

"emiotic e<cess 5untions si6il$rly, but di55ers 5ro6 hyperboli e:ess in th$t it is not $spei5i te:tu$l deie, but $ h$r$teristi o5 teleision in !ener$l there is $l#$ys too6uh 6e$nin! on teleision to be ontroll$ble by the do6in$nt ideolo!y. +here $re



$l#$ys tr$es o5 o6petin! or resistin! disourses $$il$ble 5or $ltern$tie re$din!s. sA$rtley <1983=, o6p$rin! teleision #ith the press, points out

@n teleision the 6ore o6ple: 6odes o5 represent$tion !ener$te $n een !re$ter e:esso5 6e$nin!5ulness, sine +B si!ni5ies by olour, 6otion, sound $nd ti6e $s #ell $s by pitures, #ords $nd o6position. ll these $re $riously $55eted by their intern$l ?u:t$positions $nd their e:tern$l rel$tions #ith disourses $nd soi$l rel$tions o55-sreen.t is h$rdly surprisin!, then, to 5ind teleision itsel5 h$r$teried by $ #ill to li6it its o#ne:ess, to settle its si!ni5i$tions into est$blished, t$*en 5or !r$nted, o66on senses,#hih ie#ers $n be disiplined to identi5y with$ isiplinin! is done p$rtly byteleisionDs onention$lised odes o5 o6position, li!htin!, 6oe6ent, n$rr$tie, !enre,et., $nd p$rtly by Je:tern$lK li6its suh $s those pro5ession$l, le!$l $nd other e:lusiondeies #hih li6it #ho $nd #h$t !ets on $ir.

-91-

Ao#eer, #ould $r!ue th$t teleision $n neer sueed in its #ill to li6it its o#ne:esses o5 6e$nin!5ulness. <pp. 7-;=

+his Je:ess o5 6e$nin!5ulnessK $n be le$rly tr$ed in the o6pli6ent $nd response inour e:tr$t 5ro6 !art to !art$ Aere $ nu6ber o5 odes $re ?u:t$posed in $ $riety o5$ssoi$tie rel$tions th$t $n there5ore produe $ $riety o5 6e$nin!s 5or di55erent$udienes. +hus $ 6$le h$uinist ould $ssoi$te the 6$*e-up, the ?e#elry <not seen $se:essie=, $nd the bees-honey-5lo#ers 6et$phor in $ 6utu$lly supportie rel$tionshipth$t #ould then deny the irony o5 the o6pli6ent $nd its response, $nd #ould re$d thee:$!!er$ted southern $ent $s se:u$l pl$y5ulness. n $nti-p$tri$rh, on the other h$nd,6i!ht $ti$te the ontr$ditions bet#een the odes, suh $s those bet#een the e:ess o5the ?e#elry, the nor6$ly o5 the 6$*e-up, $nd the #$y th$t both o5 these $re in$ssoi$tion #ith $n $ssu6ed southern $ent, to 5ore!round their ideolo!i$l ori!in, $nd

the $6ount o5 ideolo!i$l l$bor th$t is reGuired to 6$*e the6 5it to!ether #ell enou!h todeny their 6utu$l ontr$ditions. (uh $ re$din! #ould $lso o66ent riti$lly on the ple$sure 5elt by the se:ist #ith #hih hisIher ideolo!i$l l$bor is re#$rded. +he point to6$*e here is th$t the on?untion o5 these 6ultiple odes $nd te:tu$l deies !ener$tes5$r 6ore 6e$nin!5ulness th$n the te:t $n ontrol. nd this is typi$l o5 teleision. sA$rtley <1983= puts it

+eleisionDs si!ni5yin! pr$ties $re necessarily ontr$ditory - they 6ust produe 6oreth$n they $n polie. Cono6it$ntly, 5or the ie#er, the disipline o5 the Jpre5erredre$din!K 6ust be disrupted ontinuously by the presene o5 the ery $6bi!uities it is produed out o5.

t see6s then th$t the si!ni5yin! practice o5 6$instre$6, bro$d$st net#or* teleision isnot so 6uh to e:ploit $s to ontrol teleisionDs se6ioti potenti$l. <pp. 7;-7=

n the di$lo!ue $bout the porthole, the heroine s$ys, J *no# they $re supposed to beh$r6in!, but they $l#$ys re6ind 6e o5 $ l$undro6$t. K +he pre5erred re$din!, $s #es$# e$rlier, 6$y #ell be #or*in! to de5use $ny potenti$l thre$t th$t $ 5e6$le detetie6i!ht pose to 6$suline do6in$tion by sho#in! her h$in! to tr$nsl$te the tehni$l



disourse o5 portholes into the do6esti one o5 #indo#s $nd l$undro6$ts. ut in thiso66ent she dist$nes hersel5 5ro6 the tr$dition$l, senti6ent$l 5e6inine ie# o5 portholes $s ro6$nti this dist$ne 6$y #ell be !re$t enou!h, 5or so6e re$ders, to resisther te:tu$lly pre5erred reuper$tion into p$tri$rhy. %nou!h o5 the 6odern 5e6ininedisourse es$pes #h$t A$rtley $lls the Jpoliin!K o5 6e$nin! by p$tri$rhy to disruptthe s6ooth sur5$e o5 the pre5erred re$din!. 'hen the heroineDs dis6issie tone o5 oieis t$*en into $ount $s #ell, the disruptie re$din! is stren!thened so th$t the ?o*e ould6e$n, to so6e ie#ers, th$t #o6en $re not the senti6ent$l 5ools th$t they $re 6$de outto be, $nd th$t there is no need 5or the6 to ?oin in 6enDs !$6es o5 usin! tehni$l ?$r!onin order to proe it. +his sort o5 disruptie re$din! is not only 6$de possible by the polyse6y o5 the teleision te:t, it is 6$de neess$ry by the diersity o5 the $udienes$6on!st #ho6 teleision 6ust be popul$r.

-92-

+he teleision te:t is, li*e $ll te:ts, the site o5 $ stru!!le 5or 6e$nin!. +he struture o5 thete:t typi$lly tries to li6it its 6e$nin!s to ones th$t pro6ote the do6in$nt ideolo!y, butthe polyse6y sets up 5ores th$t oppose this ontrol. +he he!e6ony o5 the te:t is neer

tot$l, but $l#$ys h$s to stru!!le to i6pose itsel5 $!$inst th$t diersity o5 6e$nin!s th$tthe diersity o5 re$ders #ill produe. ut this polyse6y is not $n$rhi $nd unstruturedthe 6e$nin!s #ithin the te:t $re strutured by the di55erenti$l distribution o5 te:tu$l po#er in the s$6e #$y th$t soi$l !roups $re rel$ted $ordin! to the di55erenti$ldistribution o5 soi$l po#er. ll 6e$nin!s $re not eGu$l, nor eGu$lly e$sily $ti$ted, but$ll e:ist in rel$tions o5 subordin$tion or opposition to the do6in$nt 6e$nin!s proposed by the te:t.

nterestin!ly, teleisionDs eono6is, #hih de6$nd th$t it $n be 6$de popul$r by $#ide $riety o5 soi$l !roups, #or* $!$inst its $pp$rent $bility to e:ert ideolo!i$l ontroloer the p$ssie ie#er. +he 5e$rs o5 the pessi6isti M$r:is6 th$t h$r$teries in

di55erent #$ys both the Fr$n*5urt (hool $nd the sreen theorists $re ontr$dited by thisultur$list $nd ethno!r$phi $ppro$h to the underst$ndin! o5 teleision. (o, too, $re the5e$rs o5 the 6or$lists, suh $s M$ry 'hitehouse or the Re. Fred "ile teleisionDs e:esso5 6e$nin!5ulness 6$y $ount 5or their terror o5 its e55ets, but their terror is 6ispl$ed5or it is b$sed upon $ 5$ll$ious 6odel o5 the $udiene $s p$ssie $nd helpless be5ore thisse6ioti po#er, r$ther th$n one o5 $tie ie#ers e:ploitin! this e:ess 5or their o#n purposes. +he po#er o5 the people to 6$*e their ulture out o5 the o55erin!s o5 the ultureindustry is !re$ter th$n either o5 these shools o5 thou!ht re$lied, $nd so too is their po#er to re?et those o55erin!s o5 the ulture industry #hih do not o55er the6 th$topportunity. t is the $udienes #ho 6$*e $ pro!r$6 popul$r, not the produers.

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□ $pen, 9riterly te4ts

+eleisionDs need to be popul$r in $ soiety o6posed o5 $ $riety o5 !roups #ithdi55erent, o5ten on5litin! interests, reGuires its te:ts to be #h$t %o <1979= $lls Jopen. Ky this he 6e$ns te:ts th$t do not $tte6pt to lose o55 $ltern$tie 6e$nin!s $nd n$rro#their 5ous to one, e$sily $tt$in$ble 6e$nin!, but r$ther ones th$t $re open to $ rihness



$nd o6ple:ity o5 re$din!s th$t $n neer be sin!ul$r. +he open te:t resists losure,#hether this losure be e:erted by the do6in$nt ideolo!y #or*in! throu!h its disursiestruture or by the $uthor e:ertin! his or her $uthority oer the re$der. %o !oes on to$r!ue th$t open te:ts $re !ener$lly $ssoi$ted #ith liter$ture $nd hi!hbro#, or 6inority,t$stes, #here$s the 6$ss 6edi$ h$r$teristi$lly produe losed te:ts. +his #ould see6to ontr$dit his e$rlier $ssertion <%o 1972= th$t $berr$nt deodin!s $re the nor6 in 6$sso66uni$tion, $nd is ert$inly ontr$dited by the studies o5 the ultur$lists $nd theethno!r$phers. "eertheless the onepts o5 open $nd losed te:ts $re use5ul, p$rtiul$rly#hen #e $lly the6 #ith the notion o5 $ stru!!le 5or 6e$nin!. 'e $n then h$r$teriethe teleision te:t $s $ site o5 stru!!le bet#een the do6in$nt ideolo!y #or*in! to produe$ losed te:t by losin! o55 the opportunities it o55ers 5or resistie re$din!s, $nd thediersity o5 $udienes #ho, i5 they $re to 6$*e the te:t popul$r, $re onst$ntly #or*in! toopen it up to their re$din!s.

$rthesDs <197$= $te!ori$tion o5 te:ts into the re$derly $nd the #riterly h$s so6esi6il$rities #ith %oDs into the losed $nd open. re$derly te:t is one th$t $ppro:i6$testo #h$t M$C$be $lls $ Jl$ssi re$list te:t, K th$t is, one #hih Jre$dsK e$sily, does not5ore!round its o#n n$ture $s disourse, $nd $ppe$rs to pro6ote $ sin!ul$r 6e$nin! #hih

is not th$t o5 the te:t, but o5 the re$l. s (iler6$n <1983= s$ys

+he re$derly te:t thus $tte6pts to one$l $ll tr$es o5 itsel5 $s $ 5$tory #ithin #hih $ p$rtiul$r soi$l re$lity is produed throu!h st$nd$rd represent$tions $nd do6in$ntsi!ni5yin! pr$ties. <p. 244=

+he #riterly te:t, on the other h$nd, is 6ultiple $nd 5ull o5 ontr$ditions, it 5ore!roundsits o#n n$ture $s disourse $nd resists oherene or unity. "one o5 its odes is !r$nted priority oer others, it re5uses $ hier$rhy o5 disourses. +he re$derly te:t is $ losed one,the #riterly te:t $n open one. (iler6$n <1983= desribes the #riterly te:t $s one th$trepl$es the onepts o5 JprodutK $nd JstrutureK #ith those o5 JproessK $nd

Jse!6ent$tion. K (e!6ent$tion is one o5 the b$si priniples o5 the teleision te:t <see belo#= $nd #or*s to 5r$!6ent its unity $nd destroy its tr$nsp$reny it #or*s $!$inst thel$ssi re$list, or re$derly, te:t. n "0@ $rthes se!6ents $l$Ds noell$ "arrasine intoits s6$llest units or Jle:i$s, K so6eti6es $ sin!le #ord, so6eti6es $ phr$se, r$rely 6oreth$n $ sentene. +his se!6ent$tion 5ores the le:i$s to ree$l their ultur$l onstrution,their enodedness, $nd denies the6 the lu:ury o5 $ppe$rin! Jre$lK or n$tur$l. $rthesDsre$din! o5 "arrasine is $n el$bor$tion o5 the #$y th$t teleision h$s to be re$d by 6$nyo5 its ie#ers. +he #riterly te:t, #hih the teleision te:t o5ten is $nd $l#$ys $n be,reGuires us, its re$ders, to p$rtiip$te in the prodution o5 6e$nin! $nd thus o5 our o#nsub?etiities, it reGuires us to spe$* r$ther th$n be spo*en $nd to subordin$te the 6o6ento5 prodution to the 6o6ent o5 reeption.

-94-

□ "rod/cerly te4ts

'hile teleision e:hibits 6$ny o5 the h$r$teristis o5 open or #riterly te:ts, it $lsodi55ers 5ro6 the6 in one 5und$6ent$l h$r$teristi teleision is popul$r, #here$s open,#riterly te:ts <in the #$y th$t %o $nd $rthes ori!in$lly theoried the6= $re typi$lly



$$nt-!$rde, hi!hbro# ones #ith 6inority $ppe$l. +eleision, $s $ popul$r 6ediu6, needsto be thou!ht o5 $s Jproduerly. K produerly te:t o6bines the teleisu$lh$r$teristis o5 $ #riterly te:t #ith the e$sy $essibility o5 the re$derly. Nnli*e the#riterly $$nt-!$rde te:t, teleision does not #or* #ith $n $uthori$l oie th$t usesun5$6ili$r disourse in order to dr$# $ttention to its disursiity. +he $$nt!$rde $uthor-$rtist #ill sho* the re$der into reo!nition o5 the te:tDs disursie struture $nd #illreGuire the re$der to le$rn ne# disursie o6petenies in order to p$rtiip$te #ith it in $#riterly #$y in the prodution o5 6e$nin! $nd ple$sure. +he produerly te:t, on the otherh$nd, relies on disursie o6petenies th$t the ie#er $lre$dy possesses, but reGuiresth$t they $re used in $ sel5-interested, produtie #$y the produerly te:t $n, there5ore, be popul$r in $ #$y th$t the #riterly te:t $nnot.

(i6il$rly, the produerly te:t sho#s 6$ny o5 the h$r$teristis th$t $pl$n <1983b= $lls5or in the r$di$l te:t <see h$pter 3= it dr$#s $ttention to its o#n te:tu$lity, it does not produe $ sin!ul$r re$din! sub?et but one th$t is inoled in the proess o5represent$tion r$ther th$n $ iti6 o5 it, it pl$ys #ith the di55erene bet#een therepresent$tion $nd the re$l $s $ produerly eGui$lent o5 the #riterly 6i:in! o5dou6ent$ry $nd 5ition$l 6odes, $nd it repl$es the ple$sures o5 identi5i$tion $nd

5$6ili$rity #ith 6ore o!nitie ple$sures o5 p$rtiip$tion $nd prodution. ut it does notdo this in $ so-$lled Jr$di$lK #$y it does not e6ph$sie di55erenes bet#een itsel5 $nd6ore 5$6ili$r 6odes o5 represent$tion, it does not $ddress itsel5 to $ 6inority, $lien$ted!roup in soiety. R$ther it tre$ts its re$ders $s 6e6bers o5 $ se6ioti de6or$y, $lre$dyeGuipped #ith the disursie o6petenies to 6$*e 6e$nin!s $nd 6oti$ted by ple$sureto #$nt to p$rtiip$te in the proess.

Nnderst$ndin! teleision $s $ produerly te:t lo!i$lly reGuires us to plur$lie the ter6$nd spe$* only o5 its te<ts #hih $re produed by the ie#ers $t the 6o6ents o5 ie#in!,or o5 its te<tuality, the 6ore $bstr$t se6ioti potenti$l 5ro6 #hih these te<ts $re produed. +his distintion bet#een teleisionDs te:tu$lity $nd its te:ts deries 5ro6

$rthesDs <1977b= bet#een $ wor+ $nd $ te<t$ #or* o5 liter$ture is $ li5eless ob?et, $5i:ed p$ttern o5 si!ni5iers on the p$!es o5 $ boo* this only beo6es $ te:t #hen the boo*is opened up $nd re$d. #or* is potenti$lly 6$ny te:ts, $ te:t is $ spei5i re$li$tion o5th$t potenti$l produed by the re$der.

-9-

+he produerly te:t, then, needs to be understood $s $ $te!ory th$t need not bedeter6ined only by the struture o5 the #or*, but one th$t $n be entered by the str$te!yo5 re$din!. +hus h$pter 1 tre$ted the episode o5 !art to !art on its o#n ter6s $s $re$derly te:t, but e$rlier in this h$pter #e brou!ht di55erent re$din! str$te!ies to be$r th$t

$ti$ted its polyse6i potenti$l $nd tre$ted it 6ore produerly. +he J#riterK does not put6e$nin! into the te:t, but r$ther $sse6bles $ 6ultitude o5 oies #ithin it, #h$t $*htin<1981= $lls hetero!lossi$. +hese oies $nnot 5in$lly be pinned do#n in $ Jhier$rhy o5disourses, K 5or di55erent re$ders $n JlistenK 6ore or less $ttentiely to di55erent oies.+he re$der 6$*es his or her te:t out o5 this J#e$in! o5 oiesK by $ proess th$t is5und$6ent$lly si6il$r to th$t o5 the #riter #hen sIhe re$ted the #or* out o5 the6ultitude o5 oies $$il$ble in the ulture.



+eleisionDs Jno#nessK inites the ie#er to $dopt $ produerly st$ne to#$rds the te:t,so6eti6es $l6ost liter$lly. runsdon <1984= tells ho# she, $s $ so$p oper$ 5$n, J#ritesKin $d$ne the sript 5or the so$p oper$ Broo+side

t the 6o6ent, donDt re$lly thin* th$t (heil$ r$nt is !oin! to h$e the b$by th$t she is pre!n$nt #ith. My re$sons $re p$rtly !eneri - *no# th$t $ ery hi!h proportion o5 so$poper$ pre!n$nies o6e to little 6ore th$n $ 5e# 6onthsD story. +hey $re p$rtly #h$t e:periene $s JintuitieK - she is in her 5orties, she h$s $lre$dy !ot three hildren, thehouse isnDt bi! enou!h. $rtly yni$l - sheDs the only h$r$ter o5 hild-be$rin! $!e onthe Close #ho #ouldnDt h$e $n $bortion <Ae$ther, $ren, Mihelle <H== or h$snDt $lre$dy!ot youn! hildren <M$rie=, so sheDs the only one th$t pre!n$ny #ill be $ bi! issue 5or. 5D6 ri!ht, #h$t donDt *no# is ho# she is not !oin! to h$e it. (o 6y ple$sure <r$therunple$s$ntly, in this $se= is in ho# 6y predition o6es true. <p. 83=

Aere the ie#er $ssu6es the role o5 $uthor $nd sets her JsriptK $!$inst the one to be bro$d$st in the 5uture. +his Jsript produtionK is re6$r*$bly si6il$r to the $tu$lsript#ritin! proess in th$t both $re #ritin! proesses #hih dr$# upon the s$6e*no#led!e o5 the onentions o5 so$p oper$ in !ener$l $nd the struture o5 h$r$ter

rel$tionships #ithin this one in p$rtiul$r. +hey $lso sh$re $ sense o5 #h$t #ould beJre$listiK in $ #$y th$t on5l$tes te:tu$l *no#led!e #ith soi$l *no#led!e. +his sort o5J#ritin!K is only 6$de possible be$use o5 teleisionDs sense o5 h$ppenin! in the presentin the s$6e ti6e s$le $s th$t o5 its ie#ers. +he 5uture o5 $ teleision seri$l $ppe$rs to beJun#ritten, K li*e the re$l 5uture, but unli*e th$t in $ boo* or 5il6, #hose re$ders *no#th$t the end h$s $lre$dy been #ritten $nd #ill eentu$lly be ree$led to the6.

-9;-

+he suspense in teleision, its resolution o5 unert$inty, en!$!es the ie#er 6oreintensely be$use its eni!6$s $ppe$r to be unresoled $nd the ie#er is inited to

e:periene their resolution, not 6erely to le$rn o5 it. (o6eti6es this en!$!e6ent $n beso stron! $s to le$d the ie#er to $tte6pt to interene in the $tu$l sript#ritin!. +ulloh$nd Mor$n <198;= 5ound th$t 5$ns o5 . Country Practice 5reGuently #rote to the produers $tte6ptin! to in5luene 5uture sripts. @ne 5$n, 5or e:$6ple, h$in! he$rd!ossip th$t Bi*y #$s !oin! to die on her honey6oon, #rote desper$tely tryin! to preentthe sript bein! #ritten. Aer $r!u6ents sh$re the s$6e sort o5 *no#led!e o5 ie#ersD ple$sures $nd identi5i$tions th$t the pro5ession$l sript#riters need to #or* #ith

$6 14 $nd $ re!ul$r ie#er o5 . Country Practice $nd h$e he$rd th$t Bi*y #hilst onher honey6oon, is to be *illed. 5 this is true thin* you #ill lose 6$ny ie#ers be$usethe youn!er 6e6bers o5 the $st $re the 6$in re$son #hy 6$ny o5 the ie#ers #$th it.

%en 6ore, Bi*y $nd (i6on h$e $ttr$ted ie#ers.

5 Bi*y does die beliee the r$tin!s 5or .$ C$ P$ #ill drop dr$6$ti$lly $nd you #ill loseie#ers $nd there #ill be no #$y you #ill be $ble to 5ind $ repl$e6ent 5or Bi*y.

For the s$*e o5 .$ C$ P$ $nd Ch$nnel 7 hope th$t this is not true. 5 this is true hope $6 not too l$te in 5or#$rdin! this i6port$nt letter.



<p. 232=

+he ie#er en!$!e6ent ent$iled by teleisionDs Jno#nessK is obiously e:ploited byne#s, by sport, $nd by Gui sho#s. Eui $nd !$6e sho#s !o to !re$t len!ths to dis!uisethe 5$t th$t they $re prereorded, $nd the #inners $re *no#n, in order to !ie the ie#ersthe ple$sures o5 en!$!in! #ith the unert$inty, o5 preditin! $nd then e:perienin! itsresolution.

+eleision produers reo!nie ho# i6port$nt this J#ritin!K by the ie#er is. +ulloh$nd Mor$n <198;= Guote one #ho h$s $ 6ore respet5ul $nd, #ould $r!ue, 6ore$ur$te, ie# o5 the $udienes th$n those interie#ed by itlin <1983= $nd Guoted inh$pter 4. Jntiip$tion is $ ery i6port$nt thin! 5or teleision ie#ers. +eleision . . .needs to $llo# people to be s6$rter th$n the sript#riters. K <p. 200=.

-97-

+his J#ritin!K by the ie#er is 5reGuently p$rt o5 the !ossip disussed in the l$st h$pter,$nd is enour$!ed by the 5$nines th$t #e #ill disuss in the ne:t.

+eleision h$s in the p$st been tre$ted by 6ost ritis $s $ re$derly or losed te:t. +his$ppro$h 5$ils to $ount not only 5or 6$ny o5 its te:tu$l h$r$teristis, but $lso 5or its$rious 6odes o5 reeption $nd its hetero!eneous $udienes. 'hile #e $n ert$inly seein it 5ores o5 losure, these $re 6et by the opposin! desires o5 its $udienes to e:ploit its#riterly potenti$l by 6$*in! their Jte:tsK out o5 its J#or*. K

+his s$6e stru!!le bet#een openness $nd losure $n be seen in the l$r!er struture o5the teleision te:t, $s #ell $s $t the 6iro leel o5 our re$din! o5 the !art to !art e:tr$t.+#o opposin! #$ys o5 or!$niin! te:ts $nd there5ore 6e$nin!s $re rele$nt here. +he5irst is one b$sed upon lo!i $nd $use $nd e55et. +his is essenti$lly $ str$te!y o5 losure

be$use it $tte6pts to spei5y rel$tions bet#een inidents or ele6ents in $ n$rr$tie$ordin! to uniers$l l$#s o5 lo!i th$t $re the s$6e 5or eeryone $nd there5ore 6$*e<liter$lly= common sense. Cl$ssi re$lis6 is $ pri6e e:$6ple o5 this priniple in pr$tiein it $ll $tions h$e both $ $use $nd $ onseGuene, $ll n$rr$ties st$rt #ith $ disruptionto the st$tus Guo #hih is then #or*ed throu!h to $ resolution th$t o6pletes <or loseso55= the h$in o5 inidents $nd le$es both the n$rr$tie $nd the ie#er in $ st$te o5 5in$leGuilibriu6. +here $re no une:pl$ined irrele$nies in $ l$ssi re$list te:t, eerythin! islo!i$lly rel$ted to eerythin! else, $nd eerythin! ontributes to the sense o5 then$rr$tie. Re$lis6Ds onstrution o5 $ #eb o5 r$tion$lly e:pli$ble onnetions bet#een$ll its ele6ents lies behind its sel5-present$tion $s the n$tur$l, o66on-sense #$y o56$*in! sense o5 the #orld in $ sienti5i, e6piriist, r$tion$list soiety suh $s

onte6por$ry #estern soiety. t sh$res #ith siene the $tte6pt to lose o55 the6e$nin!s o5 the #orld to $ uni5ied, uniers$l set $nd to e:lude $s Junre$listiK orJunsienti5iK those $spets o5 e:periene th$t disrupt or de5y the she6$. Re$lis6 $nde6piriis6 $re both $!ents o5 ideolo!i$l losure, but neither is tot$lly e55etie.

+he seond or!$niin! priniple is one b$sed upon the l$#s o5 $ssoi$tion r$ther th$nthose o5 $use $nd e55et. +his is $ 6uh 6ore JopenK priniple 5or it $llo#s o5 $ 5$r!re$ter $riety o5 $ssoi$tie rel$tions $nd thus 6e$nin!s to be 6$de. t is $lso 6ore



typi$l o5 the #or*in!s o5 the subonsious th$n the onsious 6ind, $nd thus #or*sdi55erently, not to s$y disruptiely, to the disipline o5 re$son $nd lo!i. %$rlier in thish$pter #e noted so6e o5 the te:tu$l deies <irony, 6et$phor, ?o*es, ontr$ditions=#hih re$te the possibility 5or resistie re$din!s $ll o5 these #or* by the l$#s o5$ssoi$tion, $nd, $s #e s$#, they $re un$ble to spei5y #ith $ny 5in$l $uthority therel$tions th$t the re$der should 6$*e bet#een their di55erent ele6ents or disourses. +here$der o5 $n $ssoi$tie te:t is less JdisiplinedK th$n the re$der o5 $ lo!i$l te:t. @5ourse, no te:t is either purely $ssoi$tie or purely lo!i$l, $ll te:ts ont$in both priniples $nd the tension bet#een the6 is p$rt o5 the te:tu$l stru!!le bet#een openness$nd losure, bet#een do6in$tion $nd resist$ne. +eleision e:hibits the ontr$ditions bet#en these on5litin! priniples 6ore st$r*ly th$n $ny other 6ediu6. s #e s$# inh$pter 2, its typi$l 6ode is re$lis6, #hih is $ lo!i$l #$y o5 or!$niin! ourrepresent$tion o5 the #orld yet, $s %llis <1982= $nd 'illi$6s <1974= h$e pointed out, itstypi$l #$y o5 or!$niin! its te:ts $t the 6$ro leel is essenti$lly $ssoi$tie. 'illi$6suses the ter6 J5lo#K to e:press this priniple, %llis the ter6 Jse!6ent$tion, K $nd thedi55erene bet#een the t#o #ords indi$tes the di55erene bet#een the t#o $ppro$hes to#h$t is essenti$lly the s$6e priniple, th$t o5 $ssoi$tion.

-98-

□ Segmentation and flo9

'hen 'illi$6s t$l*s $bout the teleision e:periene $s bein! one o5 J5lo#K he 6e$nsth$t teleision is $ ontinuous suession o5 i6$!es #hih 5ollo#s no l$#s o5 lo!i or$use $nd e55et, but #hih onstitutes the ultur$l e:periene o5 J#$thin! teleision. KAe !losses the phr$se by ontr$stin! it to the #$y #e nor6$lly spei5y the title o5 $ boo*or $ 5il6 boo*s $nd 5il6s $re spei5i te:ts, teleision is $ !ener$lied te:tu$l e:periene.M$r <1984= 6$*es $ si6il$r point. (u66$riin! $ t#o-ye$r rese$rh pro!r$6 by $n$udiene rese$rh 5ir6 he #rites th$t Jthe ie#er does not turn on the set so 6uh to

ie# this or th$t pro!r$6 $s to 5ul5ill $ desire to #$th teleisionD. K Ae Guotes JMost o5us si6ply sn$p on the set r$ther th$n selet $ sho#. +he 5irst 5ie 6inutes $re spent prospecting h$nnels, loo*in! 5or !rippin! i6$!esK <p. 31=.

+he onept o5 5lo# su!!ests t#o 6$in h$r$teristis o5 teleision, both o5 #hihontribute to its te:tu$l openness. +he 5irst is this $ssoi$tie seGuene o5 i6$!es in#hih $ny re$listi seGuene #ithin 5il6s or pro!r$6s is onst$ntly interrupted byo66eri$ls, by ne#s bre$*s, by pro6os. 'illi$6s, used to the 6ore or!$ni$llyor!$nied liter$ry #or* $nd to the less interrupted 5lo# o5 ritish teleision, #$s initi$llyon5used by his 5irst e:periene o5 6eri$n teleisu$l 5lo#

@ne ni!ht in Mi$6i, still d$ed 5ro6 $ #ee* on $n tl$nti liner, be!$n #$thin! $ 5il6$nd $t 5irst h$d so6e di55iulty in $d?ustin! to $ 6uh !re$ter 5reGueny o5 o66eri$lJbre$*sK. )et this #$s $ 6inor proble6 o6p$red to #h$t eentu$lly h$ppened. +#oother 5il6s, #hih #ere due to be sho#n on the s$6e h$nnel on other ni!hts, be!$n to be inserted $s tr$ilers. ri6e in ($n Fr$niso <the sub?et o5 the ori!in$l 5il6= be!$n tooper$te in $n e:tr$ordin$ry ounterpoint not only #ith the deodor$nt $nd ere$lo66eri$ls but #ith $ ro6$ne in $ris $nd the eruption o5 $ prehistori 6onster #hol$id #$ste "e# )or*. $n still not be sure #h$t too* 5ro6 th$t #hole 5lo#. beliee



re!istered so6e inidents $s h$ppenin! in the #ron! 5il6, $nd so6e h$r$ters in theo66eri$ls $s inoled in the 5il6 episodes, in #h$t $6e to see6 - 5or $ll theo$sion$l bi$rre disp$rities - $ sin!le irresponsible 5lo# o5 i6$!es $nd 5eelin!s.

-99-

<1974 91-2=

'illi$6sDs use o5 the #ord JirresponsibleK see6s to derie 5ro6 his liter$ry desire 5or $n$6ed $uthor to be responsible 5or $ te:t, $nd 5or this responsibility to be e:erised in the prodution o5 $ oherent, uni5ied te:t. @5 ourse, no indiidu$l is responsible 5orteleisionDs 5lo# in this sense, but th$t does not 6e$n th$t the 5lo# is r$ndo6 orunstrutured. ndeed, 'illi$6s !oes on to proide t#o leels o5 $n$lysis o5 this 5lo# inorder to unoer its struture. Ais 5irst leel he $lls $ Jlon!-r$n!e $n$lysis o5 seGuene$nd 5lo#K <pp. 97-8= #hih onsists o5 $ disussion o5 $n eenin!Ds typi$l shedules 5orsi: h$nnels. Ais $n$lysis is rel$tiely super5ii$l. p$rt 5ro6 so6e !ener$li$tions $boutho6o!eneity $nd ontr$st he h$s little to s$y $bout ho# the shedulin! poliy does, in5$t, $t $s $n J$uthorK $t this leel o5 5lo#, $nd, unli*e 6ost liter$ry $uthors, h$s $ne:pliit $nd st$ted intention - to build $n identi5i$ble $udiene #hih $n then be JsoldKto $dertisers. +his institution$l, $nony6ous $uthor, o5 ourse, *no#s $ll too #ell theli6its o5 his or her $uthority - the ie#er is 5ree to onstrut his or her o#n 5lo# bys#ithin! bet#een h$nnels, $nd thou!h Jh$nnel loy$ltyK e:ists, it is only $ tendeny$nd is neer tot$l.

'illi$6sDs J6ediu6-r$n!e $n$lysis o5 5lo# $nd seGueneDK <pp. 100-4= is 6oreinterestin!. Ae lists 5orty onseutie se!6ents o5 $ ne#s pro!r$6 inludin! itso66eri$ls $nd pro6os 5or pro!r$6s l$ter in the eenin!. Ae notes, 5or e:$6ple, thel$* o5 e:pliit onnetions bet#een $ ne#s report $bout 5$lse l$i6s in dru! $dertisin!$nd t#o dru! o66eri$ls l$ter on in the bulletin. Ae points to $ si6il$r l$* o5

onnetion bet#een pro6os 5or $ #estern 5il6 $nd ne#s stories $bout the ndi$n protest$tion $t 'ounded nee, $nd bet#een ne#s stories $bout $ C $!ent bein! rele$sed5ro6 Chin$ $nd 6eri$n soldiers bein! rele$sed 5ro6 Jti!er-$!esK in Bietn$6. Aisre!ret o5 this l$* o5 e:pliit or intention$l onnetions in #h$t he $lls Jundisri6in$tin!seGueneK is eidene not only o5 his liter$ry b$*!round, but $lso o5 his l$* o5sy6p$thy #ith the n$ture o5 teleision $nd the re$din! rel$tions it sets up #ith its$udienes. ut he does disern under this seGuene

$ re6$r*$bly onsistent set o5 ultur$l rel$tionships $ 5lo# o5 onsu6$ble reports $nd produts, in #hih the ele6ents o5 speed, $riety $nd 6isell$neity $n be seen $sor!$nisin! the re$l be$rers o5 $lue. <p. 10=

-100-

'h$t he does not see is th$t the l$* o5 onnetions opens the te:t up - the rel$tionship bet#een the 'ounded nee ite6 $nd the pro6o 5or the #estern, 5or inst$ne, $n be re$d5ro6 $ pro!ressie or $ re$tion$ry position. +he te:tu$l ontr$ditions re5letontr$ditory positions in soiety $bout the Jproble6K o5 the 6eri$n ndi$ns $nd theirrel$tionship to #hite po#er.



udd, Cr$i!, $nd (tein6$n <198= $lso 5ind $ deep strutur$l oherene underlyin!$pp$rently disonneted se!6ents o5 teleisionDs 5lo#, $nd their $n$lysis ineit$blyJlosesK the te:t do#n to its ideolo!i$l, o66eri$l 6e$nin!. +hey $n$lye the$dertise6ents inserted into $n episode o5 Fantasy >sland $nd tr$e le$r lin*s bet#eenthe 5irst $d o5 e$h o66eri$l bre$* $nd the preedin! n$rr$tie seGuene. For inst$ne,$ n$rr$tie seGuene de$lin! #ith $ 6otherDs onern 5or her hildDs h$ppiness isi66edi$tely 5ollo#ed by $ o66eri$l 5or $ ere$l #hih 6$*es hildren h$ppy.(i6il$rly, the seGuene in #hih $ 6other pereies $ proble6 is 5ollo#ed by $o66eri$l 5or $n oint6ent #hih soles $n ithin! proble6, $nd $ seGuene in #hihthe 6other reunites the 5$6ily $ross !ener$tions is 5ollo#ed by t#o o66eri$ls, one o5#hih sho#s ho# Cre$6 o5 'he$t reunites old 5riends $nd !ener$tions, $nd the other in#hih . +. &+. does the s$6e. +hey onlude th$t

o66eri$ls respond 5$irly diretly to the proble6s, desires $nd 5$nt$sies $rtiul$ted inthe pro!r$6Ds n$rr$tie by pro6isin! !r$ti5i$tion throu!h produts. <p.297=

+he lin*s they desribe 6$y #ell be there, but they $re lin*s o5 $ssoi$tion, not o5 $use$nd e55et, $nd so6e o5 the6, 5or inst$ne the seond, $re ontr$ditory r$ther th$n

o6ple6ent$ry.

e$use seGuene $nd 5lo# $re or!$nied $ordin! to $ssoi$tie r$ther th$n lo!i$lrel$tions, the onnetions $re not 6$de e:pliitly in the te:t, but $re deoled to theie#er #here their $ssoi$tie n$ture #ill $llo# the6 to be 6$de subonsiously. +heseonnetions #ill then not neess$rily #or* to uni5y the se!6ents o5 the te:t <$s 'illi$6s#ishes the6 to= but 6$y le$e the ontr$ditions bet#een se!6ents $tie $ndunresoled. +e:tu$l unity is $n $!ent o5 ideolo!i$l losure, $nd resistin! th$t uni5i$tionresists th$t losure.

+he other h$r$teristi su!!ested by the #ord J5lo#K is th$t teleision should be

ontinuous $nd should not end. t is o66onpl$e in the N( 5or teleision to be bro$d$st t#enty-5our hours $ d$y, but this is still o6p$r$tiely unusu$l else#here,#here there is o5ten pressure 5ro6 the publi <$nd the bro$d$sters= to e:tend the hours o5tr$ns6ission. +his does not neess$rily 6e$n th$t people #$nt to #$th t#enty-5our hours$ d$y, but r$ther th$t they #ish to deide 5or the6seles #hen to stop #$thin!, $nd notto h$e th$t deision 6$de 5or the6 by !oern6ent re!ul$tion or by the eono6ionerns o5 the net#or*s.

-101-

lt6$n <198;= rel$tes the e:tent o5 the 5lo# o5 teleision to its eono6i onte:t $nd

use5ully re6inds us th$t 5lo# pro6otes $nd is e:ploited by the o66eri$l interests o5teleision. y dis!uisin! the bound$ries bet#een pro!r$6s, it dis!uises potenti$l s#ith-o55 points

roision$lly, #ould su!!est the 5ollo#in! hypothesis 5lo# repl$es disrete pro!r$66in! to the e:tent th$t 1= o6petition 5or spet$tors is $llo#ed to !oern the bro$d$st situ$tion, $nd 2= teleision reenues inre$se #ith inre$sed ie#in!. <p. 40=



n support o5 this he $r!ues th$t teleision pro!r$66in! is 6ost disrete in e$stern bloountries, but th$t in Gu$si-st$te ontrolled, Gu$si-independent syste6s, suh $s those o5Fr$ne $nd rit$in, $ 6e$sure o5 5lo# $ppe$rs in the shedulin!, #here$s net#or* N(teleision is do6in$ted by $ he$ily pro6oted 5lo# o5 i6$!es. N( publi $ble h$nnels,on the other h$nd, $ppro:i6$te 6ore to the ritish $nd Frenh situ$tions.

n the N( t#o sorts o5 str$te!y h$e eoled to pro6ote 5lo# $nd enour$!e h$nnelloy$lty, one o5 shedulin!, $nd one o5 pro6otion. (hedulin! str$te!y desi!ns theseGuene $nd hoie o5 pro!r$6s in $n $tte6pt to build $nd hold $ l$r!e pri6e-ti6e$udiene #hose de6o!r$phis $re desired by $dertisers. t #ill typi$lly use $ stron!Jle$d-inK pro!r$6 to be!in pri6e ti6e $nd $ttr$t the $udiene th$t 6ust then be held.+hen t#o $ltern$tie, or $ltern$tin!, str$te!ies $re used. J+ent-polin!K onsists o5 pl$in!$ stron!, popul$r pro!r$6 $t the pe$* o5 pri6e ti6e $nd Jh$n!in!K less popul$r ones oneither side o5 it. JA$66o*in!K onsists o5 suspendin! $ #e$*er or ne#er pro!r$6 bet#een t#o stron!, #ell-est$blished ones. oth str$te!ies, $s their 6et$phori$l n$6essu!!est, $i6 to tie pro!r$6s to!ether into $n unbro*en 5lo# $nd to produe eGui$lentlyunbro*en ie#in! in the $udiene. +his shedulin! str$te!y is then supported by the pro6otion$l, in #hih Jpro6osK 5or pro!r$6s l$ter in the eenin! $re inserted e$rly into

the 5lo#, so th$t l$ter pro!r$6s $re tied in to e$rlier ones. (i6il$rly, pro!r$6s $reonsistently $dertised in ?ourn$ls suh $s TA Guide $s lin*ed p$irs, threes, or !roups. (o-!ara, 8.00 p.6., $nd "penser for !ire, 9.00 p.6., sh$re the s$6e TA Guide$dertise6ent under the he$dline J+op unsK <pril ;-10, 1987=, $nd in the s$6e issueC( t$*es $ p$!e to $dertise its Mond$y ni!htDs 5lo# o5 #o6enDs sito6s, ate and .llie, 7.00 p.6., My "ister "am, 7.30 p.6., )ewhart , 8.00 p.6. $nd esigning ,omen,8.30 p.6.

(uh $n $ount o5 the eono6i purpose o5 teleisu$l 5lo# should not blind us to itste:tu$l h$r$teristis. t is e55etie in the eono6i sphere only be$use its te:tu$lity$ppe$ls to popul$r t$stes $nd 6odes o5 ie#in!.

+hou!h 'illi$6s does not use the #ord Jse!6ent, K his $n$lysis ree$ls ho# se!6entedthe teleision 5lo# is. %llis <1982= $r!ues th$t it is h$r$teristi o5 teleision to bro$d$stits te:t in rel$tiely disrete se!6ents, Js6$ll, seGuenti$l unities o5 i6$!es $nd sounds#hose 6$:i6u6 dur$tion see6s to be $bout 5ie 6inutesK <p. 112=. +hese se!6ents $reor!$nied into !roups li*e ne#s stories, o66eri$ls, or senes o5 $ n$rr$tie, $nd the5lo# ours $ross these se!6ents. +hese se!6ents typi$lly 5ollo# e$h other #ith noneess$ry onnetions, $nd indeed, %llis $r!ues, ne#s $nd urrent $55$irs pro!r$6s h$e6$de $ irtue o5 this neessity by deliber$tely 6i:in! ite6s. +itle seGuenes 5reGuentlye:ploit this se!6ent$tion by editin! to!ether shots 5ro6 the 5ortho6in! or p$st pro!r$6sin $ r$pid, hi!hly eni!6$ti #$y. Musi ideo is $nother e:$6ple o5 e:$!!er$ted

se!6ent$tion. %en dr$6$ series $nd seri$ls, #here the n$rr$tie reGuires the prinipleso5 lo!i $nd $use $nd e55et, 6$y be se!6ented into short senes #ith lo!i$l lin*so6itted. +he s#ithin! bet#een one n$rr$tie str$nd $nd $nother in 6ultin$rr$tie pro!r$6s suh $s so$p oper$s is 5reGuently r$pid $nd un6oti$ted.

-102-





Aisual Aoice;o'er

%CN o5 bottle - #o6$nDs h$nd - rubbin! it on6$nDs ?$#, h$nd slippin! do#n 6$nDs hest, pl$yin! #ith the button on his deni6 ?$*et.

'hen $ #o6$n puts M$ne!e on $ 6$n he*no#s th$t the 6ore she puts on . . . <lon! p$use= . . . the 6ore li5e #ill t$*e o55.

+he lon! p$use inites the ie#er to Jo6plete the irle, K to #rite JsheK inste$d o5 Jli5e.

K +he Jne#ly #rittenK ie#er-sript, #hih s$ys #h$t the o55ii$l one d$re not, e:ploitsthe polyse6y o5 l$n!u$!e in its pun, 5or it 6e$ns si6ult$neously Jthe 6ore o5 his lothesshe t$*es o55K <supportin! the isu$l 6ess$!e=, Jthe 6ore o5 her lothes she t$*es o55K<the s$nd$lous, unspe$*$ble 6ess$!e=, $nd Jthe 6ore she 5lies hi!hDK <$s in the erb$l6ess$!e=. +he #ritin! by the ie#er e:eeds th$t o5 the o55ii$l sript, 5or it ont$insthree, $s opposed to t#o, p$tterns o5 6e$nin! $nd it i6pli$tes the ie#er into the proesso5 6$*in! 6e$nin!s 5or the produt. @biously the $dertiser hopes th$t this i6pli$tion#ill en!$!e the desires o5 the ie#er $nd tr$ns5er the6 to the produt. ut, $s sh$ll$r!ue in h$pters 13 $nd 1;, the ie#ersD ple$sures o5 6$*in! 6e$nin!s, o5 J#ritin!, K$re not neess$rily tr$ns5erred to the interests o5 the $dertiser 6$ny 6ore ie#ers !$in ple$sure 5ro6 $dertise6ents th$n buy the produts bein! pro6oted.

(e!6ent$tion $llo#s $nother 5or6 o5 J#ritin!K by the $tie ie#er - $ppin!. U$ppin!onsists o5 5li*in! throu!h the h$nnels #$thin! sn$thes o5 e$h, $nd 6oin! on $ssoon $s $ttention or ple$sure is lost. Co66eri$l bre$*s o5ten tri!!er the 5in!er on theh$nnel s#ither $nd the N( net#or*s pl$n their shedules so th$t their $d bre$*s our$t the s$6e ti6e in $n $tte6pt to ensure both th$t their $udiene #$thes the $ds #hih proide the net#or*sD ino6e $nd th$t they JholdK their $udiene throu!h the $ds. +he$dent o5 $ble h$s nulli5ied $ny e55etieness this str$te!y 6$y h$e h$d. +he teleisionie#er $n #$th $ pro!r$6 under rou!hly si6il$r onditions to the #$thin! o5 $ 5il6,or $ teleisu$lly liter$te ie#er <$nd 6$ny youn!er ie#ers $re p$rtiul$rly liter$te= $n#$th t#o pro!r$6s si6ult$neously by $ppin! b$* $nd 5orth bet#een the6, usin! hisor her teleisu$l liter$y to 5ill in the enl$r!ed synt$!6$ti !$ps produed by the pr$tie#hih $l6er <198; 79= $lls Jsyste6$ti s#ithin!K in order to distin!uish it 5ro6 the6ore r$ndo6 h$nnel se$rhes o5 $ppin!.

-104-

U$ppin! $llo#s the ie#er to onstrut $ ie#in! e:periene o5 5r$!6ents, $ post6odernoll$!e o5 i6$!es #hose ple$sures lie in their disontinuity, their ?u:t$positions, $nd theirontr$ditions. +his is se!6ent$tion t$*en to the e:tre6e o5 5r$!6ent$tion $nd 6$*es o5teleision the 6ost open produerly te:t 5or it e$des $ll $tte6pts $t losure. t is $ 5or6o5 sr$th ideo th$t produes $n indiidu$lied teleision te:t out o5 its 6$ss-produed#or*s.

+he teleision te:t, then, is o6posed o5 $ r$pid suession o5 o6pressed, iidse!6ents #here the priniple o5 lo!i $nd $use $nd e55et is subordin$ted to th$t o5$ssoi$tion $nd onseGuene to seGuene. Flo#, #ith its onnot$tions o5 $ l$n!uid rier,is perh$ps $n un5ortun$te 6et$phor the 6oe6ent o5 the teleision te:t is disontinuous,interrupted, $nd se!6ented. ts $tte6pts $t losure, $t $ unit$ry 6e$nin!, or $ uni5iedie#in! sub?et, $re onst$ntly sub?eted to 5r$turin! 5ores.



□ Television and oral c/lt/re

+eleisionDs distintie te:tu$l h$r$teristis, Guite di55erent 5ro6 those o5 liter$ture or5il6, h$e deried 5ro6 $nd $re inserted into $ popul$r ulture in #hih or$lity pl$ys $entr$l role. +eleision is so o5ten tre$ted $s $n in5erior ultur$l 6ediu6 #ith in5eriorte:tu$l h$r$teristis be$use our ulture is one th$t $lid$tes the liter$ry, or r$ther theliter$te, $nd onseGuently de$lues the or$l. Fis*e $nd A$rtley <1978= list so6e o5 the6$in di55erenes bet#een or$l $nd liter$te 6odes o5 o66uni$tion

ral modes Literate modes

dr$6$ti n$rr$tie

episodi seGuenti$l

6os$i line$r

dyn$6i st$ti

$tie $rti5$t

onrete $bstr$t

ephe6er$l per6$nent

soi$l indiidu$l6et$phori$l 6etony6i

rhetori$l lo!i$l

di$leti$l unio$lIJonsistentK

-10-

+he list o5 or$l h$r$teristis needs to be e:tended to inlude Jne#ness, K $ sense o5 the5uture th$t !oes #ith $n Jun#rittenK te:t, $nd $ diret, person$lied $ddress $nd its prodution o5 $ te:tu$l or ultur$l e<perience, r$ther th$n o5 sep$r$te, l$beled #or*s o5

$rt.

+he 5or6$l h$r$teristis o5 teleision $re essenti$lly those o5 or$l r$ther th$n liter$te6odes o5 o66uni$tion. +his does not 6e$n th$t teleision is $n or$l ulture, but th$t its popul$rity is due, in p$rt, to the e$se #ith #hih its pro!r$6s $n be inserted into those5or6s o5 or$l ulture #hih h$e suried in $ 6$ss, industri$lied soiety.

@n! <1982= su!!ests th$t $n JeletroniK soiety produes $ 5or6 o5 seond$ry or$lity#hih is b$sed upon $nd deried 5ro6 liter$y, r$ther th$n ie ers$

#ith telephone, r$dio, teleision $nd $rious *inds o5 sound t$pe, eletroni tehnolo!y

h$s brou!ht us into the $!e o5 Jseond$ry or$lityK. +his ne# or$lity h$s stri*in!rese6bl$nes to the old in its p$rtiip$tory 6ystiGue, its 5osterin! o5 $ o66un$l sense,its onentr$tion on the present 6o6ent, $nd een its use o5 5or6ul$s <@n! 1971, 284-303 1977, 1;-49, 30-41=. ut it is essenti$lly $ 6ore deliber$te $nd sel5-onsiousor$lity, b$sed per6$nently on the use o5 #ritin! $nd print, #hih $re essenti$l 5or the6$nu5$ture $nd oper$tion o5 the eGuip6ent $nd 5or its use $s #ell. <p. 13;=



@n! ri!htly e6ph$sies the p$rtiip$tory n$ture o5 this Jseond$ry or$lityK butoere6ph$sies its dependene upon the #ritten #ord. +he or$lity o5 teleision is not ?ust$ spo*en ersion o5 $ liter$te ulture its te:tu$l 5or6s, not ?ust its Jspo*enness, K $re or$l,$nd, 6ore si!ni5i$ntly, it is treated $s or$l ulture by 6$ny o5 its ie#ers. +hey enterinto $ Jdi$lo!ueK #ith it, they !ossip $bout it, they shi5t $nd sh$pe its 6e$nin!s $nd ple$sures.

@r$l ulture is e6bedded in eeryd$y li5e unli*e #ritin! #hih produes $n $bstr$t*no#led!e th$t is disen!$!ed 5ro6 i66edi$te soi$l e:periene

5or $n or$l ulture le$rnin! or *no#in! 6e$ns $hiein! lose, e6p$theti, o66un$lidenti5i$tion #ith the *no#n <A$elo* 19;3, 14-;=, J!ettin! on #ith itK. 'ritin!sep$r$tes the *no#er 5ro6 the *no#n $nd thus sets up onditions 5or Job?etiityK, in thesense o5 person$l disen!$!e6ent or dist$nin!.

<@n! 1982 4-;=

+he J*no#in!K or Jle$rnin!K o55ered by allas or Prisoner is deeply e6bedded in thesoi$l onte:t o5 their reeption $nd use. +he J*no#led!eK is essenti$lly or$l. ts6e$nin!s $re deter6ined 6ore by the onte:ts o5 its re$din!s th$n by the entr$l syste6o5 teleision $nd $n thus t$*e $n opposition$l st$ne #ith little sense o5 str$in. s$*htin <1981= $r!ues, or$l ulture, espei$lly in liter$te soieties, is typi$lly $ssoi$ted#ith subersie or s$nd$lous 6oe6ents $nd st$nes. t is the essenti$lly or$l 5or6s o5teleision th$t $llo# it to be e6bedded so 5ir6ly in the soi$l-ultur$l li5e o5 its ie#ers$nd th$t en$ble suh $n $tie, p$rtiip$tory, seletie set o5 re$din! rel$tions.

-10;-

+his 6e$ns th$t teleision is $ble to pl$y in industri$l soieties $ si6il$r role to th$t

pl$yed by 5ol* ulture in 6ore ho6o!eneous ones. +his is not to ro6$ntiie teleision,nor to ho6o!enie it, 5or teleision is le$rly not Jo5 the 5ol*. K )et the 6e$nin!s 6$de5ro6 it $re re$dily inorpor$ted into the ultur$l lies o5 $rious soi$l 5or6$tions in suh$ #$y th$t they #or* $s 5ol* ulture. (e$l <198;= lists 5our riteri$ 5or de5inin! $ 5ol*ulture $nd it is re6$r*$ble ho# losely #$thin! $nd t$l*in! $bout teleision $n 6eetthe6. +hey $re

1. Fol*lore de5ines $nd identi5ies the 6e6bership o5 $ !roup 5or its 6e6bers, o5tenin opposition to other !roups.2. Fol*lore is tr$ns6itted in5or6$lly, either or$lly or by e:$6ple, $nd onseGuentlydoes not distin!uish le$rly bet#een tr$ns6itters $nd reeiers.3. Fol*lore oper$tes outside est$blished soi$l institutions suh $s the hurh, the

edu$tion$l syste6 or the 6edi$, $lthou!h it $n inter$t #ith the6 $nd tr$ersethe6.4 +here is no st$nd$rd ersion o5 $ 5ol* te:t - it e:ists only $s p$rt o5 $ proess.

+here 6$y be $ bro$d$st ersion o5 $ teleision pro!r$6, but the te:t th$t $ p$rtiul$rsubulture 6$y 6$*e o5 it e:ists only $s p$rt o5 the ultur$l proess o5 th$t $udiene theshool studentsD Prisoner is p$rt o5 their proess o5 6$*in! sense o5 their e:periene o5subordin$tion $nd o5 their resistie st$ne to it.



+eleisionDs openness, its te:tu$l ontr$ditions $nd inst$bility, en$ble it to be re$dilyinorpor$ted into the or$l ulture o5 6$ny $nd dierse !roups in 6$ny $nd dierse #$ysso th$t, #hile it 6$y not in its bro$d$st 6ode be $ 5or6 o5 5ol*lore, it is $t le$st $ble tosere 5ol*lori 5untions 5or so6e o5 its $udienes. ts popul$rity $6on! its diersity o5$udienes depends upon its $bility to be e$sily $nd di55erently inorpor$ted into $ $rietyo5 subultures popul$rity, $udiene $tiity, $nd polyse6y $re 6utu$lly ent$iled $ndinterdependent onepts.

-107-

Chapter :

Interte4t/ality

+he theory o5 interte:tu$lity proposes th$t $ny one te:t is neess$rily re$d in rel$tionshipto others $nd th$t $ r$n!e o5 te:tu$l *no#led!es is brou!ht to be$r upon it. +heserel$tionships do not t$*e the 5or6 o5 spei5i $llusions 5ro6 one te:t to $nother $nd thereis no need 5or re$ders to be 5$6ili$r #ith spei5i or the s$6e te:ts to re$d interte:tu$lly.nterte:tu$lity e:ists r$ther in the sp$e between te:ts. M$donn$Ds 6usi ideo MaterialGirl proides us #ith $ $se in point it is $ p$rody o5 M$rilyn MonroeDs son! $nd d$nenu6ber Ji$6onds $re $ irlDs est FriendK in the 6oie Gentlemen Prefer Blondes/suh $n $llusion to $ spei5i te:t is not $n e:$6ple o5 interte:tu$lity 5or its e55etienessdepends upon spei5i, not !ener$lied, te:tu$l *no#led!e - $ *no#led!e th$t,inident$lly, 6$ny o5 M$donn$Ds youn! !irl 5$ns in 198 #ere unli*ely to possess. +heideoDs interte:tu$lity re5ers r$ther to our ultureDs i6$!e b$n* o5 the se:y blonde st$r#ho pl$ys #ith 6enDs desire 5or her $nd turns it to her $d$nt$!e. t is $n elusie i6$!e,si6il$r to $rthesDs notion o5 6yth, to #hih M$donn$ $nd M$rilyn Monroe ontributeeGu$lly $nd 5ro6 #hih they dr$# eGu$lly. +he 6e$nin!s o5 Material Girl depend upon

its allusion to Gentlemen Prefer Blondes $nd upon its interte:tu$lity #ith all te:ts th$tontribute to $nd dr$# upon the 6e$nin! o5 Jthe blondeK in our ulture. nterte:tu$l*no#led!es pre-orient the re$der to e:ploit teleisionDs polyse6y by $ti$tin! the te:t inert$in #$ys, th$t is, by 6$*in! so6e 6e$nin!s r$ther th$n others. (tudyin! $ te:tDsinterte:tu$l rel$tions $n proide us #ith $lu$ble lues to the re$din!s th$t $ p$rtiul$rulture or subulture is li*ely to produe 5ro6 it.

'e $n enis$!e these interte:tu$l rel$tions on t#o di6ensions, the horiont$l $nd theerti$l. Aoriont$l rel$tions $re those bet#een pri6$ry te:ts th$t $re 6ore or lesse:pliitly lin*ed, usu$lly $lon! the $:es o5 !enre, h$r$ter, or ontent. Berti$linterte:tu$lity is th$t bet#een $ pri6$ry te:t, suh $s $ teleision pro!r$6 or series, $nd

other te:ts o5 $ di55erent type th$t re5er e:pliitly to it. +hese 6$y be seond$ry te:ts suh$s studio publiity, ?ourn$listi 5e$tures, or ritiis6, or terti$ry te:ts produed by theie#ers the6seles in the 5or6 o5 letters to the press or, 6ore i6port$ntly, o5 !ossip $ndoners$tion.

-108-

□ *ori;ontal interte4t/ality



+he 6ost in5luenti$l $nd #idely disussed 5or6 o5 horiont$l interte:tu$lity is th$t o5!enre, $nd it is this th$t #e #ill onentr$te on 5irst. ut there $re other $:es o5 horiont$linterte:tu$lity suh $s h$r$ter . ., 5or inst$ne, one o5 the h$r$ters o5 the$denture series The .;Team( is $lso $ hero o5 $ $rtoon series, $nd the $tor #ho pl$yshi6, Mr +, not only introdues the $rtoon series but $lso $ppe$rs on teleision $s $#restler or $ !uest on t$l* sho#s. +he 6e$nin! o5 Mr +I. . <5or the h$r$ter $nd $tor$re $l6ost indistin!uish$ble= does not reside in $ny one o5 his sreen $ppe$r$nes but inthe interte:tu$lity #hih is the $!!re!$te o5 $ll $nd $n essenti$l p$rt o5 the re$din! o5 $nyone. @5 ourse, di55erent ie#ers #ill h$e di55erent interte:tu$l $!!re!$tes o5 Mr +I. .$ordin! to the $ri$tions in their interte:tu$l e:periene o5 hi6. dult ie#ers o5 The .;Team 6$y #ell not see the $rtoon series $nd so JtheirK . . #ill di55er 5ro6 th$t o5their hildren #ho do #$th it. M$donn$ is si6il$rly $ #eb o5 interte:tu$l 6e$nin!srossin! 6edi$ bound$ries, JsheK is $ si!n 5or6ed by teleision, 5il6, reords, the press,$nd the publiity industry.

'illi$6sDs <1974= $n$lysis o5 teleisionDs flow h$s sho#n ho# interte:tu$l rel$tions o5ontent $n e$sily ross !enre bound$ries the 6e$nin! o5 $ tr$dition$l #estern isinterte:tu$lly in5leted by its ?u:t$position #ith $ ne#s ite6 $bout 6eri$n ndi$ns

protestin! their pl$e in $ #hite-do6in$ted soiety. denture 5il6s t$*in! pl$e inunspei5ied +hird 'orld ountries run by orrupt re!i6es rel$te $ll too re$dily #ith ne#sreports 5ro6 5ri$ or L$tin 6eri$. ut despite the e$se #ith #hih interte:tu$lrel$tions ross !enre bound$ries, !enre still or!$nies interte:tu$l rel$tions in p$rtiul$rlyin5luenti$l #$ys.

□ &enre

enre is $ ultur$l pr$tie th$t $tte6pts to struture so6e order into the #ide r$n!e o5te:ts $nd 6e$nin!s th$t irul$te in our ulture 5or the oneniene o5 both produers $nd$udienes. +eleision pro!r$6s $ppe$r to 5$ll JobiouslyK into le$r !eneri $te!ories -

op sho#s, so$p oper$s, sito6s, hospit$l dr$6$s, Gui $nd !$6e sho#s, $nd so on.+eleision is $ hi!hly J!eneriK 6ediu6 #ith o6p$r$tiely 5e# one-o55 pro!r$6s 5$llin!outside est$blished !eneri $te!ories. %en sin!le dr$6$s typi$lly h$e their !enerih$r$teristis e6ph$sied on ritish teleision, 5or e:$6ple, they $re sreened under!eneri titles suh $s Play for Today #hose title seGuene onsists o5 $ r$pid 6ont$!e o5stills 5ro6 preious pl$ys in the series - $ sort o5 interte:tu$l 6e6ory ?o!!er.

-109-

+hin*in! o5 teleision !eneri$lly reGuires us to prioritie the si6il$rities bet#een pro!r$6s r$ther th$n their indiidu$l di55erenes. +he onentions sh$red bet#een

di55erent pro!r$6s or series in $ !enre $re o5ten disp$r$!ed by bein! re5erred to $s J$5or6ul$, K $nd popul$r $rt is then l$beled J5or6ul$ $rt. K

C$#elti <1970= opposes 5or6ul$ $rt to $rt #ith inented or ori!in$l strutures

Li*e the distintion bet#een onention $nd inention, the distintion bet#een 5or6ul$$nd struture $n be enis$!ed $s $ ontinuu6 bet#een t#o poles one pole is th$t o5 $o6pletely onention$l struture o5 onentions - $n episode o5 the Lone R$n!er or one



o5 the +$r$n boo*s o6es lose to this pole the other end o5 the ontinuu6 is $o6pletely ori!in$l struture #hih orders inentions - Finnegans ,a+e is perh$ps theulti6$te e:$6ple. <p. 29=

+he distintion is not ?ust bet#een the poles o5 onention $nd inention, but bet#eenhi!hbro# $nd lo#bro# $rt #ith $ll the $lue ?ud!6ents th$t those 6et$phors i6ply.Ai!hbro#, elitist #or*s o5 $rt $re typi$lly $lued 5or their uniGue Gu$lities, $nd $ #holeriti$l pr$tie is deoted to det$ilin! $nd pr$isin! these ele6ents th$t di55erenti$te one p$rtiul$r #or* o5 $rt 5ro6 others, 5or it is in its uniGueness th$t its $lue is belieed toreside. Nnderst$ndin! #or*s o5 $rt !eneri$lly, ho#eer, lo$tes their $lue in #h$t theyh$e in o66on, 5or their sh$red onentions 5or6 lin*s not only #ith other te:ts in the!enre, but $lso bet#een te:t $nd $udienes, te:t $nd produers, $nd produers $nd$udienes. eneri onentions $re so i6port$nt in teleision be$use they $re $ pri6e#$y o5 both underst$ndin! $nd onstrutin! this tri$n!ul$r rel$tionship bet#een produer,te:t, $nd $udiene.

Conentions $re the strutur$l ele6ents o5 !enre th$t $re sh$red bet#een produers $nd$udienes. +hey e6body the rui$l ideolo!i$l onerns o5 the ti6e in #hih they $re

popul$r $nd $re entr$l to the ple$sures $ !enre o55ers its $udiene. Conentions $re soi$l$nd ideolo!i$l. 5or6ul$, on the other h$nd, is $n industri$l $nd eono6i tr$nsl$tion o5onentions th$t is essenti$l to the e55iient prodution o5 popul$r ultur$l o66odities$nd should not be e$lu$ted by $estheti riteri$ th$t dis6iss it $s 6ere l$* o5i6$!in$tion. ettin! the ri!ht 5or6ul$ th$t tr$ns5or6s the ri!ht onentions into $ popul$r $rt 5or6 is no e$sy t$s*, but !ien the hi!h ost o5 ultur$l prodution $nd theunpredit$bility o5 the ultur$l 6$r*etpl$e, 5or6ul$ $rt is $n inte!r$l p$rt o5 the ultureindustries $nd needs to be inesti!$ted, not dis6issed.

Feuer <1987= su!!ests there $re three 6$in str$te!ies 5or onstrutin! !eneri $te!ories.+he 5irst is the aesthetic, #hih on5ines itsel5 to te:tu$l h$r$teristis. +he seond she

$lls the ritual , #hih sees !enre $s $ onention$l repe$ted Je:h$n!e bet#een industry$nd $udiene, $n e:h$n!e throu!h #hih $ ulture spe$*s to itsel5. K enerionentions $llo# the ne!oti$tion o5 sh$red ultur$l onerns $nd $lues $nd lo$te!enres 5ir6ly #ithin their soi$l onte:t. +he third $ppro$h she $lls ideological $nd thisis her 6ost proble6$ti one. t one leel, this ie# o5 !enre $ounts 5or the #$y th$t!enres $n be $lled upon to delier $udienes to $dertisers, $nd struture the do6in$ntideolo!y into their onentions. More produtiely, ho#eer, Feuer su!!ests th$t the6e$nin!s o5 pro!r$6s 5or ie#ers $re in5luened, een 6$nipul$ted, by the !enres they$re 5itted into.

-110-

+he le$st produtie is the $estheti or te:tu$l

enres $re not to be seen $s 5or6s o5 te:tu$l odi5i$tions, but $s syste6s o5 orient$tions,e:pet$tions $nd onentions th$t irul$te bet#een industry, te:t $nd sub?et.

<"e$le 1981 ;=



enres $re interte:tu$l or een pre-te:tu$l, 5or they 5or6 the net#or* o5 industri$l,ideolo!i$l, $nd institution$l onentions th$t $re o66on to both produer $nd$udienes out o5 #hih $rise both the produerDs pro!r$6 $nd the $udienesD re$din!s. serr <1981 73= points out, !enres predeter6ine te:ts $nd re$din!s.

+he di55iulty #ith $ purely te:tu$l de5inition o5 !enre is th$t it tends to 5i: h$r$teristis#ithin !enre bound$ries in $ #$y th$t r$rely 5its $ny spei5i inst$ne. +he h$r$teristiso5 the ri6e thriller listed by err <1981= $re $ !ood distill$tion o5 the !enre, but $ny oneri6e thriller is unli*ely to e:hibit $ll o5 the6, $nd is eGu$lly li*ely to inlude others

rie5ly the re$list ri6e thriller is o6prised o5 $ net#or* o5 onention$l pr$tiesinludin! $ teleolo!i$l $nd 5or6ul$i n$rr$tie struture <$n eGuilibriu6 posed, 5r$tured by ill$iny $nd reoered by herois6= redible h$r$teris$tion <$ 5$6ily $lle!ory peopled by oherent, pl$usibly 6oti$ted, r$i$l, se:u$l $nd l$ss stereotypes, ruder inthe b$*!round th$n the 5ore!round= identi5i$ble iono!r$phi ele6ents <$s illustr$ted,5or e:$6ple, by the disussion in both studies o5 the i6$!ery o5 the title seGuene,e6ph$sisin! ostu6e, deor $nd the tools o5 the heroDs tr$de= 6ilieu <the use o5J$uthentiK lo$tions, the ontr$st bet#een l$ss settin!s, et. = $nd 5in$lly the 5il6 $nd

ideo onentions 5or the onstrution o5 these 5itions <onentions o5 5r$6in!,shootin!, li!htin!, editin!, sound reordin!, o6posin!, n$rr$tin!, plottin!, $stin!,$tin!, #ritin! $nd diretin!=. <p. 74=

!enre seen te:tu$lly should be de5ined $s $ shi5tin! proision$l set o5 h$r$teristis#hih is 6odi5ied $s e$h ne# e:$6ple is produed. ny one pro!r$6 #ill be$r the 6$inh$r$teristis o5 its !enre, but is li*ely to inlude so6e 5ro6 others $sribin! it to one!enre or $nother inoles deidin! #hih set o5 h$r$teristis $re the 6ost i6port$nt. !ill "treet Blues $nd Cagney and Lacey $re either op sho#s #ith h$r$teristis o5 so$poper$, or ie ers$. Remington "teele $nd "carecrow and Mrs ing $re op sho#s #ithh$r$teristis o5 the sito6, Miami Aice $ op sho# #ith h$r$teristis o5 6usi ideo.

%$h ne# sho# shi5ts !enre bound$ries $nd deelops de5initions. +here is $n inter!enerinet#or* o5 onentions #ith $rious points o5 oner!ene th$t 5or6 the 5oi but not the bound$ries o5 the $rious !enres #hen de5ined te:tu$lly.

-111-

+he di55iulty o5 tyin! do#n the te:tu$l di6ension o5 !enre le$ds us to predit th$t $!re$ter $lue #ill lie in the ritu$l $ppro$h #hih sp$ns the re$l6s o5 the produersIdistributors $nd o5 the $udienes here !enre $ts $s $n $!reed ode th$t lin*sthe t#o. For the produers its $d$nt$!es $re pri6$rily eono6i. +he 6$r*et response to$ ultur$l o66odity is notoriously h$rd to predit, $nd upd$tin! or 6odi5yin! $

preiously suess5ul !enre $n 6ini6ie this unpredit$bility. enres rise $nd 5$ll in popul$rity $s popul$r t$ste shi5ts #ith soi$l $nd histori$l h$n!es. +he rise o5Re$!$nis6 $nd the reh$bilit$tion o5 the N( e:periene in Bietn$6 h$s 6odi5ied the opsho# $nd re$sserted its popul$rity. "ot only do 6$ny sho#s h$e heroes #ho le$rnedtheir ideolo!i$lly $lid$ted s*ills in Bietn$6 <e.!. Magnum p$i$( The .;Team( "imon and"imon5 but the n$rr$ties ontinu$lly reen$t the ri!ht o5 those in ontrol o5 J+he L$#K toi6pose th$t l$# upon others. 'hen this l$# is rel$ted to L$$nDs JL$# o5 the F$ther, K



the lin*s bet#een Re$!$nis6, 6$sulinity, the e:erise o5 soi$l po#er, $nd the 5or6 o5the !enre in the 1980s beo6e le$rer <see h$pter 11=

Miami Aice $nd its 6o6ent in 6eri$n +B history o6es $t the end o5 $ de$de o5$tte6pts to reonstrut the redibility o5 6$le institution$l $uthority 5ro6 the $uu6re$ted by Bietn$6 - $ proess o5 reonstrution th$t h$s, in $ sense, been ono6it$nt#ith the re#ritin! o5 the history o5 th$t #$r.

<Ross 198; 10=

enres $re popul$r #hen their onentions be$r $ lose rel$tionship to the do6in$ntideolo!y o5 the ti6e.

+he oerl$p bet#een the ritu$l $nd ideolo!i$l $ppro$hes to dr$6$ should not le$d us tothe ie# th$t h$n!es in soioultur$l onditions produe h$n!es in !eneri onentionsdiretly. +he industry pl$ys $ it$l 6edi$tin! role in identi5yin! potenti$l shi5ts in theulture $nd Jtestin!K the6 #ith $ ne# in5letion o5 $ !enre. Feuer <1987= !ies $ !ood$ount o5 ho# M+M %nterprises in the 1970s produed sito6s th$t pi*ed up $nddeeloped ultur$l onerns #ith shi5tin! de5initions o5 5e6ininity, $nd produed sho#sli*e The Mary Tyler Moore "how( Rhoda( $nd The Bob )ewhart "how$

+his hi!her pro5ile !ien to the ri!hts o5 #o6en $lso be!$n to in5luene op sho#s, $nd6odi5ied the !enre #ith the introdution o5 5e6$le op heroines <Charlie-s .ngels( Police,oman=, $nd the 6$leI5e6$le hero ouple o5 MacMillan and ,ife/ the 6$suline ontrolo5 the L$# #$s ?oined by 6ore 5e6inine $lues, but by the 1980s, the s#in! to the ri!ht$nd the re$ssertion o5 6$sulinity be!$n to stress the ontr$ditions 6ore le$rly.

-112-

+hese ontr$ditions o$sion$lly resulted in sho#s li*e Cagney and Lacey #here they#ere de$lt #ith seriously $s $ 6$insprin! o5 the dr$6$, but 6ore o5ten in sho#s th$t de$lt#ith the6 hu6orously li*e Remington "teele or "carecrow and Mrs ing$ +heideolo!i$l ontr$ditions bet#een the rise o5 5e6inis6 $nd the re$ssertion o5 6$suline po#er reGuired the 6i:in! o5 !enres <op sho# #ith so$p oper$ or op sho# #ithsito6= the !enre 6i: #$s $lso $ !ender 6i: - op sho#s $re $ 6$inly 6$suline !enre,sito6s $nd so$p oper$s $re 6ore 5e6inine. <(ee h$pters 10 $nd 11. =

+his 6$r*et-drien desire to predit $nd produe popul$rity lies behind shedulin! pr$tie $s #ell. y $ $re5ul 6i: o5 !enres - ne#s, so$p oper$, op sho#s, $nd sito6s -the sheduler hopes to build $n $udiene 5or the net#or* or h$nnel th$t is o5 6$:i6u6

sie $nd th$t ont$ins the ri!ht 6i: o5 soi$l !roups to be sold to $dertisers.

+he shedulin! o5 Cagney and Lacey proides $ !ood e:$6ple not only o5 its $bility to build $n $udiene, but $lso to $55et 6e$nin!s $nd popul$rity by in5luenin! $ sho#Ds!eneri $55ili$tions. 'hen C( sheduled Cagney and Lacey $5ter Magnum on $+hursd$y eenin!, it r$ted poorly. ut #hen resheduled on $ Mond$y to 5ollo#"carecrow and Mrs ing( ate and .llie $nd )ewhart it topped the r$tin!s. Mond$y be$6e *no#n $s J#o6enDs ni!htK $nd Cagney and Lacey #$s shi5ted $#$y 5ro6 the



6$suline !eneri rel$tions #ith Magnum $nd to#$rds 6ore 5e6inine ones. e$useCagney and Lacey sho#s $ p$rtiul$rly een 6i: o5 !eneri h$r$teristis, its pri6e!enre #$s in so6e doubt, $nd so shedulin! #$s $ble to tip the b$l$ne $#$y 5ro66$suline op sho# to#$rds so$p oper$ or #o6$nDs sho#. +he ultur$l pr$ties o5 produers $nd $udienes $re 5in$lly 6ore in5luenti$l th$n te:tu$l h$r$teristis indeter6inin! !enre.

6ore e:tre6e e:$6ple o5 !enre-shi5tin! is !ien by /en*ins <198;= in his study o5 the5$ns o5 "tar Tre+$ +he nu6erous 5$n lubs onsist 6$inly o5 #o6en #ho run $ #holeseond$ry publi$tion industry o5 ne#sletters $nd 5$nines, $nd /en*ins 5inds $6pleeidene in these publi$tions th$t the 5$ns h$e h$n!ed "tar Tre+- s !enre to th$t o5 thero6$ne. +he popul$rity o5 the sho# 5or its 5e6$le 5$ns is entered $round the person$l,espei$lly ro6$nti, rel$tionships o5 the sp$eshipDs re# $nd the #o6en 5$ns #eree:pliitly riti$l o5 the #$y th$t the 6$suline !eneri onentions o5 siene 5itionne!leted this 5e6inine 5ous. Re$sribin! the !enre o5 $ te:t is $ t$ti o5 popul$rre$din! th$t t$*es ple$sure in its $bility to e$de or rediret the ultur$l str$te!y th$tseres the interests o5 the do6in$nt eono6i or !ender po#er strutures.

-113-

(ho#s $re onention$lly 6$r*eted to net#or*s $nd $dertisers, $nd presented toreie#ers $nd the publi, $s ne# in5letions o5 $ popul$r !enre. enre seres the du$lneeds o5 $ o66odity on the one h$nd st$nd$rdi$tion $nd 5$6ili$rity, $nd on the other, produt di55erenti$tion.

ut the #or* o5 !enre is 6ore th$n eono6i, it is ultur$l $s #ell, $nd this is $nother$spet o5 FeuerDs <1987= ideolo!i$l $ppro$h. enre spells out to the $udiene the r$n!eo5 ple$sures it 6i!ht e:pet $nd thus re!ul$tes $nd $ti$tes 6e6ory o5 si6il$r te:ts $ndthe e:pet$tions o5 this one.

For $ies <1978I9= !enre *no#led!e is rui$l to the ple$sure o5 the6ysteryIthrillerI$denture 5il6, 5or it #or*s to o6pens$te 5or potenti$l unple$sures inthe plot struture

+he 6ysteryIthrillerI$denture plot #or*s throu!h otherness. 'e h$e less *no#led!e$nd ontrol $s the n$rr$tie pro!resses $nd the 6ystery is o6pounded #ith 5urther6ystery. 'hy, then, $re #e not deeply disturbed by suh $ n$rr$tie p$tternH . . . n suh plots the re$der 5inds !eneri r$ther th$n psyholo!i$l points o5 re5erene. +hedisturbin! e55et o5 6ystery $nd suspense is b$l$ned by $ on5idene in the ineit$bilityo5 !enre. <p. ;2=

enre #or*s to pro6ote $nd or!$nie interte:tu$l rel$tions, p$rtiul$rly $6on!st pri6$ryte:ts.

t $lso #or*s #ithin the pr$tie o5 re$din!. "e$le <1981= $r!ues th$t it li6its $ndonditions the $udiene response, $nd #or*s to ont$in the possibilities o5 re$din!. enreis p$rt o5 the te:tu$l str$te!ies by #hih teleision $tte6pts to ontrol its polyse6i potenti$l. s A$rtley <198= puts it



udienesD di55erent potenti$l ple$sures $re h$nneled $nd disiplined by !enres, #hihoper$te by produin! reo!nition o5 the $lre$dy *no#n set o5 responses $nd rules o5en!$!e6ent. udienes $renDt supposed to ?ud!e $ #estern 5or not bein! 6usi$l enou!h,$ 6usi$l 5or not bein! ery horri5i, or $ sito6 5or not bein! su55iiently eroti.

(uh is the Jontr$tK o5 !enre. t ent$ils $ loss o5 5reedo6 o5 desire $nd de6$nd in orderto $hiee e55iieny $nd properly l$beled p$*$!in!.

<p. 18=

enre is $ 6e$ns o5 onstrutin! both the $udiene $nd the re$din! sub?et its #or* inthe eono6i do6$in is p$r$lleled by its #or* in the do6$in o5 ulture th$t is, its #or*in in5luenin! #hih 6e$nin!s o5 $ pro!r$6 $re pre5erred by, or pro55ered to, #hih$udienes. t does this by pre5errin! so6e interte:tu$l rel$tions $nd their $ssoi$ted6e$nin!s oer others $nd in so 5$r $s the rel$tions it pre5ers $re those proposed by theindustry, its #or* is li*ely to be re$tion$ry. Re$din! the pro!ressie 6e$nin!s o5 !ill"treet Blues or Cagney and Lacey reGuires the re$der to dist$ne the6 5ro6 their$pp$rent !enre o5 op sho#, $nd to re$d the6 $s $ ontr$ditory 6i: o5 the 6$suline $nd5e6inine, o5 the op sho# $nd so$p oper$, o5 bour!eois re$lis6 $nd soi$l re$lis6.

-114-

□ Inescapale interte4t/ality

eneri$lly drien interte:tu$lity is 5in$lly onstr$inin! $nd does little to open the te:t upto the re$der si6il$rly, it does little to $d$ne our underst$ndin! o5 the ineit$bility o5interte:tu$lity, o5 the interte:tu$l $s the pri6e site o5 ulture. +his is the ie# proposed by $rthes <197$= #ho $r!ues th$t interte:tu$l rel$tions $re so per$sie th$t our ultureonsists o5 $ o6ple: #eb o5 interte:tu$lity, in #hih $ll te:ts re5er 5in$lly to e$h other

$nd not to re$lity. "one o5 the 5ie odes th$t struture $ll n$rr$ties $nd ourunderst$ndin! o5 the6 re5er to Jthe re$lK or rel$te the n$rr$tie to it <see h$pter 8=. For$rthes Jthe re$lK is neer $essible in its o#n ter6s, $nd is there5ore not p$rt o5 thestudy o5 6e$nin! or o5 n$rr$tie. Ae repl$es the notion o5 the re$l #ith th$t o5 ultureDsonstrution o5 the re$l, #hih $n be 5ound only in ultur$l produts <suh $s te:ts= $ndnot in re$lity itsel5. %ery te:t, in this theory, re5ers not to re$lity but to $ll the other te:tsin $ ulture 5or the sense th$t it 6$*es, een i5 this sense is $ sense o5 re$lity. Codes $rethe brid!es bet#een te:ts th$t en$ble this onst$nt interte:tu$l interpl$y to t$*e pl$e. For$rthes, then, the *no#led!e o5 re$lity, $nd there5ore, 5or pr$ti$l purposes, re$lity itsel5,is interte:tu$l it e:ists only in the interrel$tions bet#een $ll th$t $ ulture h$s #ritten,spo*en, isu$lied $bout it. n this sense, $ll te:ts re5er to J#h$t h$s been #ritten, i.e. to

the oo* <o5 ulture, o5 li5e, o5 li5e $s ulture=, it <the ode= 6$*es the te:t into $ prospetus o5 this boo*K <pp. 20-1=. n this ie#, $ teleision pro!r$6 $n only beunderstood by its rel$tionship to other teleision pro!r$6s, not by $ny rel$tionship to there$l. (o $ represent$tion o5 $ $r h$se only 6$*es sense in rel$tion to $ll the others #eh$e seen - $5ter $ll, #e $re unli*ely to h$e e:periened one in re$lity, $nd i5 #e did, #e#ould, $ordin! to this 6odel, 6$*e sense o5 it by turnin! it into $nother te:t, #hih #e#ould $lso underst$nd interte:tu$lly, in ter6s o5 #h$t #e h$e seen so o5ten on oursreens. +here is then $ ultur$l *no#led!e o5 the onept J$r h$seK th$t $ny one te:t is





re$din!s $n be ?ud!ed. 'h$t is unprodutie, ho#eer, is the belie5 in the i6possibilityo5 $ 6e$nin!, be$use 6e$nin! is neess$rily in5initely elusie $nd thus the se$rh 5or itis 6isdireted. +o ounter$t this #e need to shi5t our 5ous 5ro6 the te:t to its 6o6entso5 re$din! points o5 st$bility $nd $nhored 6e$nin!s <ho#eer te6por$ry= $re to be5ound not in the te:t itsel5, but in its re$din! by $ soi$lly $nd histori$lly situ$ted ie#er.(uh $ 6e$nin! is, o5 ourse, not 5i:ed in $ uniers$l, e6piri$l Jre$lity, K but in thesoi$l situ$tion o5 the ie#er. i55erent re$din!s 6$y st$bilie te:ts di55erently $nd6o6ent$rily, but they do $hiee 6o6ents o5 st$bility, 6o6ents o5 6e$nin!.

-11;-

□ <ertical interte4t/ality= reading the secondary te4t

enyin! $ny 5in$l te:tu$l 6e$nin! $nhored in re$lity is only pushin! the notion o5 polyse6y to its e:tre6e. t is p$rt o5 the s$6e ie# o5 the te:t #hih stresses its in$bilityto polie or 5i: its o#n 6e$nin!s. olyse6y #or*s throu!h te:tu$l deies #hih $d6ito5 $ $riety o5 re$din!s. +his $riety is not $n$rhi, but is deli6ited by the struture o5the te:t, $nd the re$din!s th$t o6prise it $re $l#$ys 6$de in rel$tion to those pre5erred by the te:t itsel5. e$use teleision is institution$l $rt #ith $ stron! eono6i 6otie,this pre5erred re$din! #ill nor6$lly be$r the do6in$nt ideolo!y, $nd the rel$tion o5 $nyone subultureDs re$din! to the pre5erred re$din! reprodues the rel$tion o5 th$tsubulture to the do6in$nt ideolo!y. Re$din! rel$tions $nd soi$l rel$tions reproduee$h other.

Ch$pter h$s sho#n so6e o5 the #$ys in #hih the soi$l situ$tion o5 ie#ers in5luenesthe re$din!s they 6$*e o5 teleision, $nd thus ho# they 6obilie its polyse6y to seretheir ultur$l interests. Mobiliin! its polyse6y inoles $ti$tin! one set o5 6e$nin!sr$ther th$n $ny o5 the others, or respondin! to so6e ontr$ditions r$ther th$n others.+his seletion is r$rely $ onsious or intention$l proess, but it is none the less $n $tie

one, so the phr$se J$ti$tin! $ set o5 6e$nin!sK is $pt. ut besides bein! polyse6i, theteleision te:t h$s le$*y bound$ries, $nd ie#ers brin! to be$r on it not only their6$teri$l soi$l e:istene, but $lso their ultur$l e:periene o5 other te:ts into #hih itle$*s.

Berti$l interte:tu$lity onsists o5 $ pri6$ry te:tDs rel$tions #ith other te:ts #hih re5erspei5i$lly to it. +hese seond$ry te:ts, suh $s ritiis6 or publiity, #or* to pro6otethe irul$tion o5 seleted 6e$nin!s o5 the pri6$ry te:t. +he terti$ry te:ts $re the 5in$l,rui$l st$!e o5 this irul$tion, 5or they our $t the leel o5 the ie#er $nd hisIher soi$lrel$tions. (tudyin! the6 !ies us $ess to the 6e$nin!s th$t $re in irul$tion $t $ny oneti6e.

+his erti$l interte:tu$lity #or*s not only to proide the $n$lyst #ith eidene o5 ho#teleisionDs polyse6i potenti$l is spei5i$lly 6obilied, but $lso to sere $s $n $!ent o5this 6obili$tion 5or the ie#er. s Aod!e $nd +ripp <198;= s$y

-117-



isourse $bout teleision is itsel5 $ soi$l 5ore. t is $ 6$?or site o5 the 6edi$tion o5teleision 6e$nin!s, $ site #here teleision 6e$nin!s 5use #ith other 6e$nin!s into $ne# te:t to 5or6 $ 6$?or inter5$e #ith the #orld o5 $tion $nd belie5. <p. 143=

n essenti$l ele6ent o5 teleision is its interte:tu$lity #ith #h$t is #ritten $nd spo*en$bout it.

(eond$ry te:ts pl$y $ si!ni5i$nt role in in5luenin! #hih o5 teleisionDs 6e$nin!s 6$y be $ti$ted in $ny one re$din!. +eleisionDs per$sieness in our ulture is not duesi6ply to the 5$t th$t so 6uh o5 it is bro$d$st $nd th$t #$thin! it is our 6ost popul$rleisure $tiity, but be$use it per$des so 6uh o5 the rest o5 our ultur$l li5e -ne#sp$pers, 6$!$ines, $dertise6ents, oners$tions, r$dio, or style o5 dress, o5 6$*e-up, o5 d$ne steps. ll o5 these enter interte:tu$l rel$tions #ith teleision. t is i6port$ntto t$l* $bout their rel$tions #ith teleision, $nd not to desribe the6 $s spin-o55s 5ro6 it,5or the in5luene is t#o-#$y. +heir 6e$nin!s $re re$d b$* into teleision, ?ust $s produtiely $s teleision deter6ines theirs.

+o illustr$te this #ish to onentr$te on the role pl$yed by ?ourn$listi #ritin! $boutteleision. t 6$y be help5ul to i6$!ine e:$6ples o5 this #ritin! $rr$n!ed on $ s$le#hose t#o ends represent the produersD interests $nd the ie#ersD interests. t the produersD end lie pro!r$6 publiity $nd $rtiles he$ily dependent on studio pressrele$ses. t the ie#ersD end, there is independent ritiis6 #hih see*s to sere theinterests o5 the ie#er, either by helpin! hi6 or her to hoose $nd disri6in$te, or by proidin! $ response to $ pro!r$6 to on5ir6 or h$llen!e his or hers. (o6e#here in the6iddle o6e the 5$n 6$!$ines th$t purport to be independent o5 the studios, butobiously rely on studio press rele$ses $nd ooper$tion 5or their 6$teri$l $nd $ess tothe pl$yers 5or interie#s. (tudio !ossip, o66ent$ry, interie#s in 6$!$ines #hose6$in sub?et 6$tter is other th$n teleision #ill $lso 5$ll so6e#here to#$rds the 6iddleo5 the s$le.

ennett <1982, 1983b= $nd ennett $nd 'ooll$ott <1987= h$e theoried the role th$tseond$ry te:ts 5ro6 the produersD end o5 the s$le pl$y in helpin! to pro6ote ert$inre$din!s o5 the pri6$ry te:t. n their $se, the pri6$ry te:t #$s th$t interte:tu$l pheno6enon, /$6es ond. +hey sho# ho# pro6otion$l 6$teri$l h$s in5leted the6e$nin!s o5 ond di55erently in the di55erent periods o5 his popul$rity. +heir e6ph$sisdier!es sli!htly 5ro6 ours, be$use their interest lies in ho# the do6in$nt or pre5erredre$din!s $n h$n!e oer ti6e, #here$s ours, 6ore $ppropri$te to the tr$nsiene o5teleision th$n to the 6ore per6$nent 5or6s o5 noel $nd 5il6, is onerned #ith ho# the pri6$ry te:t $n si6ult$neously !ie rise to di55erent re$din!s, orrespondin! to thedi55erent $udiene !roups. ut their #or* still sho#s ho# seond$ry te:ts $n $ti$te the

pri6$ry te:t in di55erent #$ys. +hus, in the l$te 190s $nd e$rly 19;0s, ond #$s seen $sthe Cold '$r #$rrior - the publiity $nd boo*?$*ets 5ore!rounded !uns $nd p$r$phern$li$ o5 spyin! - but $ de$de l$ter ond be$6e the de5iner o5 the ne#se:u$lity. n this period the publiity 5or the 5il6s $nd noels e6ph$sied the ond !irl,$nd the i6port$nt eni!6$ o5 the n$rr$tie be$6e i5, or ho#, ond #ould #in the !irlr$ther th$n de5e$t the ill$in. ond, $t this ti6e, liber$ted the b$helor 5ro6 the ide$l o56$rri$!e, $nd the !irl liber$ted the ne# #o6$n 5ro6 the restrition o5 se:u$lity to6$rri$!e.



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Critiis6 $nd publiity $re, $ordin! to ennett, $n ideolo!i$l syste6 o5 bids $ndounterbids 5or the 6e$nin!s o5 te:ts they $t $s te:tu$l shi5ters 5or Jond, K #ho h$s nost$ble set o5 6e$nin!s disernible in the pri6$ry te:ts the6seles. @ne o5 the 6ostin5luenti$l o5 these seond$ry te:ts #$s (e$n Connery hi6sel5 <the st$r o5 the e$rly ond5il6s=, #hose Jre$lK bio!r$phy $nd opinions #ere re$d into the pri6$ry te:ts to 5lesh outthe h$r$ter o5 the 5ition$l ond. 'e #ill disuss the notion o5 h$r$ter 6ore 5ully inh$pter 9, but it is i6port$nt to note here ho# 6uh $ttention these seond$ry te:tsdeote to the lies $nd opinions o5 the $tors $nd $tresses #ho pl$y the h$r$ters inteleision dr$6$, $nd ho# these re$l-li5e bio!r$phies $re 6obilied to 6$*e the 5ition$lh$r$ters $ppe$r 6ore re$l.

+he onern o5 AobsonDs <1982= sub?ets #ith the re$listiness o5 Cross;roads 5oused pri6$rily on the belie$bility o5 the h$r$ters $nd their $tions or re$tions. n!Ds<198= ie#ers o5 allas e:pressed $ si6il$r onern in their e$lu$tion o5 $rioush$r$tersD J!enuineness. K +he #$y th$t ie#ers rel$te to h$r$ters is not $sstr$i!ht5or#$rd $s the Jultur$l dopeK 5$ll$y #ould h$e us beliee, $nd #ill be

disussed in 6ore det$il in h$pter 9, but it is ert$inly $ o66on desire o5 ie#ers th$th$r$ters should $ppe$r Jre$l. K (o it is no surprise to 5ind in so$p oper$ 5$nines, 5ore:$6ple, photo!r$phs th$t $re $6bi!uously o5 the pl$yer or the h$r$ter, $s thou!h thet#o #ere indistin!uish$ble. n Fi!ure 7.1 <$=, 5or e:$6ple, it is not le$r i5 the photo!r$phs $re o5 the $tors or o5 their h$r$ters. +he odes o5 dress, e:pression, $nd6$*e-up $re $6bi$lent only the ode o5 the $6er$ indi$tes th$t these i6$!es $re prob$bly o5 the $tors. tors, #ho $re Jre$lK people, onention$lly $*no#led!e the presene o5 the $6er$ $nd there5ore o5 the spet$tor, by loo*in! $t the lens, h$r$tersr$rely do. <+his onention, li*e $ll others, is neer iniol$ble Fi!ure 7.1 <b= sho#sh$r$ters $*no#led!in! the still $6er$ $s they #ould neer $*no#led!e theteleision one. = ut the he$dline ontr$dits the $6er$ ode it is, $5ter $ll, the

h$r$ters $nd not the $tors #ho lie in ine B$lley.

+his pro6otion o5 $ re$din! str$te!y th$t pl$ys #ith the bound$ry bet#een the 5ition$l$nd the re$l ours in the #ords o5 these seond$ry te:ts $s #ell

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Figure 7.1 Amig/o/s photographs= actors or characters>

<$=

hoto!r$phs $re $6bi!uously o5 the h$r$ter or o5 the pl$yer. n <$=, the dress, settin!s,$nd he$dline su!!est they $re o5 the h$r$ter, but the $ption $nd the loo* $t the $6er$su!!est the opposite. n <b=, the photo!r$ph is 6ore le$rly o5 the h$r$ters, yet theyloo* $t the $6er$ $s thou!h they #ere Jre$lK people. Mer!in! pl$yer #ith h$r$ter is$nother inst$ne o5 h$in! 5un #ith the bound$ry bet#een the 5ition$l $nd the re$l.




<b=

-120-

t see6s odd, doesnDt it, th$t one d$y $ A$rdy boy #ould end up 6$rryin! $ Bul$nH tDsnot re$lly $s str$n!e $s it sounds, but it is entirely trueO A$ndso6e $r*er (teenson, theeil $nd dirty /oel MC$rthy o5 Falcon Crest , h$s 5ound h$ppiness in the $r6s o5 $n$lien. +he e:-A$rdy boy <he st$rred #ith (h$un C$ssidy= 6et his #i5e-to-be #hile she#$s 5il6in! the 5e$ture "tar Tre+/ the ,rath of han$

< aytime0)ighttime "oap "tars "o. 7, Febru$ry 198 7=

+he l$n!u$!e slips e$sily, #ith no sense o5 str$in, bet#een th$t o5 represent$tion, #hihsep$r$tes pl$yer 5ro6 h$r$ter - Jst$rred, K J5il6in!K - $nd th$t #hih identi5ies pl$yer#ith h$r$ter - J$ A$rdy boy 6$rryin! $ Bul$n, K J$r*er (teenson, the eil $nd dirty

/oel MC$rthy. K aytimers <M$y 198= $rried $n $rtile J#rittenK by the h$r$ter$bout the pl$yer, #hih is only $rryin! to its lo!i$l e:tre6e the o66on pr$tie o5h$in! the pl$yer t$l* $bout his or her h$r$ter $s i5 it #ere $ re$l person. +his sort o5seond$ry te:t, $ordin! to ennett <1983b=, onstruts J$ series o5 6iro-n$rr$ties in#hih the re$lD bio!r$phies, ie#s $nd $lues o5 the st$rs 5ill out, but $re $lso 5illed out by, the h$r$ter o5 the hero <or heroine=K <p. 21;=. 'e 6ust be $re5ul not to let theJultur$l dopeK 5$ll$y le$d us to beliee th$t the so$p 5$ns $re in$p$ble o5distin!uishin! bet#een h$r$ter $nd pl$yer the ?o*ey tone o5 the piee $bout the A$rdy boy 6$rryin! $ Bul$n is typi$l, $nd indi$tes th$t this is $n intention$l illusion, $onspir$y entered into by ie#er $nd ?ourn$list in order to inre$se the ple$sure o5 the pro!r$6. si6il$r sense o5 sel5-delusion lies behind the photo!r$phs $nd their he$dlines

o5 Fi!ure 7.1.

+his deliber$te sel5-delusion is 5un it inoles pl$yin! #ith the bound$ry bet#een therepresent$tion $nd the re$l, $nd pl$yin! #ith the du$lity o5 the ie#ersD re$din! position$s it s#ithes bet#een inole6ent $nd det$h6ent. oth Aobson <1982= $nd n! <198=5ound this to be $ o66on re$din! str$te!y #hih $llo#ed ie#ers to en?oy the ple$sureo5 the illusion #ithout surrenderin! the6seles tot$lly to it.

+he n$ture o5 teleision $s represent$tion is neer lost si!ht o5 despite the deliber$tedeni$l. +hese seond$ry te:ts $re eGu$lly onerned to elebr$te the h$rd #or* $nd the pro5ession$lis6 o5 the $tors $nd $tresses. +hey 5reGuently t$*e the re$der on to the set

to sho# ho# the pro!r$6 is 6$de, they 5reGuently tr$e the person$l history o5 the $toror $tors throu!h $ nu6ber o5 di55erent roles in di55erent so$p oper$s, $nd they 5reGuentlydr$# $ttention to the $tin! s*ills reGuired to produe this illusion o5 the re$l <see Fi!ure7.2=.

+hese seond$ry te:ts, then, $re no 6ore unio$l th$n the pri6$ry ones. +hou!h they pro6ote $ re$listi re$din! o5 teleision, they $re shot throu!h #ith le$r re5erenes to




teleision $s $ syste6 o5 represent$tion. 'hen #e $re re6inded #hih h$r$ter $ p$rtiul$r pl$yer pl$ys the tone is 5$tu$l $nd

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ob?etie in ontr$st to the e:essieness o5 the l$n!u$!e #hen the 5ition$l is tre$ted $sthou!h it #ere the re$l. +hese 6$!$ines enour$!e the re$der to enter into the delusiono5 re$lis6 not ?ust to inre$se the ple$sure o5 th$t delusion, but $lso to inre$se the$tieness $nd sense o5 ontrol th$t !o #ith it. +he $rtile th$t #$s he$ded by Fi!ure 7.1 be!ins

Co6petition. tDs so6ethin! .ll My Children- s Mih$el ni!ht $nd (tee C$55rey h$e been lo*ed into 5or oer $ ye$r no#. @n-sreen their popul$r h$r$ters, pl$yboy +$dM$rtin $nd 6$n-$bout-to#n ndre# reston, $re in hot pursuit o5 the s$6e ine B$lleyutie - ottie +hornton. @55-sreen Mih$el $nd (tee #ere reently yin! 5or the s$6ed$yti6e %66y $#$rd . . . .

ut #hen you !et do#n to b$sis, ?ust #hih one o5 these .MC heroes is re$lly thehottest !uy in to#nH erh$ps $n indepth loo* $t both these 5ine $tors $nd #h$t 6$*esthe6 ti* $n help you deide.

< aytime TA( "oe6ber 198 1;=

+his is Guite typi$l - the bio!r$phies o5 the $tors, in re$l o6petition, $re 6obilied to$uthenti$te the 5ition$l o6petitieness o5 the h$r$ters, so e$lu$tin! the se:iness o5the h$r$ter inoles $n in-depth study o5 the $tor. +here is $lso $n $tte6pt to 6obiliethe $tiity o5 the re$der. +hese 6$!$ines $bound #ith Guestions $ddressed to the re$der

$s*in! his or her opinion on h$r$ters, on plotlines, or on inidents. F$ns $re $s*ed bothto e$lu$te $nd predit J'ill (h$n$Ds <(us$n elly= loe 5or F$ther /i6 <eter $ies=ruin $ny h$ne o5 h$ppiness she 6$y h$e #ith Mi*e </$6es ilberd=HK 4"oap pera igest , u!ust 27, 198 71=. +hese opinions $re 5reGuently 5or6$lied into polls, so th$t5$ns $n o6p$re their opinions #ith those o5 others. +hus the $rtile $bout the ri$l .MC heroes Guoted $boe ends #ith $ b$llot 5or6 so th$t eery re$der $n ontribute to$ns#erin! the Guestion J'ho is the se:iest !uy in ine B$lleyHK. F$ns $re enour$!ed both to J!ossipK $nd to J#riteK their o#n sripts

+he identity o5 the 6ysterious priest <pl$yed by en @lin= in Falcon Crest ne:t se$son is$ seret, but #e suspet he #ill turn out to be /uli$Ds <bby $lton= ille!iti6$te son.

+hin* o5 the possibilities.

<"oap pera igest , u!ust 27, 198 73=

olls $n be used to 6$*e this solit$ry i6$!in$tie $tiity into $ olletie publi one$nd thus use it to help onstrut $ sense o5 the o66unity o5 ie#ers. +hese 6$!$inesdo not re$te this $tiity, but they *no# it is there, enour$!e it, $nd !ie it $ publist$tus in their letter olu6ns $nd polls in order to enh$ne the ple$sures o5 the $tie



ie#er. +hey $lso enh$ne the produerly $tiity o5 the ie#er, 5or the industri$l produers do re$d the6 $nd do t$*e $ount o5 the6 in their deisions $bout thedeelop6ent o5 plotlines.

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□ The tertiary te4t

+his le$ds us on to the third leel o5 the interte:tu$lity o5 teleision. +hese $re the te:tsth$t the ie#ers 6$*e the6seles out o5 their responses, #hih irul$te or$lly or inletters to the press, $nd #hih #or* to 5or6 $ olletie r$ther th$n $n indiidu$lresponse. +his is then re$d b$* into the pro!r$6 $s $ te:tu$l $ti$tor. +hese third-leelte:ts 5or6 6uh o5 the d$t$ 5or the ethno!r$phi study o5 $udienes, they $re Jethno-se6iolo!i$l d$t$K <$t $nd Liebes 198 189=. +hey $n be publi, suh $s letters to the p$pers or the results o5 opinion polls, or pri$te, suh $s the oners$tion bet#een6e6bers o5 the 5$6ily, or !ossip bet#een 5riends <see h$pter =. @r they $n beso6e#here in bet#een suh $s the responses !ien to rese$rhers li*e Morley <1980$=,Aobson <1982=, n! <198=, $t $nd Liebes <1984, 198=, Aod!e $nd +ripp <198;=, or+ulloh $nd Mor$n <198;=. (tudyin! the6 $n !ie us insi!hts into ho# the pri6$ry $ndseond$ry te:ts $re re$d $nd irul$ted in the ulture o5 the ie#ers.

+he 5ollo#in! letter !ies us so6e lues $s to ho# $ General !ospital 5$n re$ds her5$orite pro!r$6

+hey $re the shinin! st$rs o5 General !ospital $nd ouldnDt i6$!ine the sho# #ithoutthe6. @n the other h$nd, #hen Lu*e $nd L$ur$ le5t ort Ch$rles, their dep$rture see6edli*e the n$tur$l onlusion to $ p$ir o5 preiously beloed h$r$ters #ho, 5or #h$teerre$son, h$d be!un to 5ile out. $d6it 6issed +ony e$ry $nd enie Fr$nis $t 5irst, but D6 !l$d they !ot out be5ore their h$r$ters be$6e suh oerpo#erin! bores th$t #e

5or6er 5$ns #ould be!in to despise the6 on si!ht. +hey h$d so 6$ny unre$l $dentures,#h$t else #$s le5t 5or the6 to do or s$yH Aolly $nd Robert, by o6p$rison, h$e their5eet pl$nted 5ir6ly on the !round. 'e ie#ers $n e:periene their true ro6$ne. +heirhe6istry is so ri!ht-on $nd their loe senes so belie$ble th$t re$lly eny %66$($66s. ne'er #$nted to step into enie Fr$nisD shoesO ll she eer !ot #$s !rie5.

< aytimers( /une 198 ;=

+his letter sho#s the 5$6ili$r desire to see the 5ition$l $s re$l, $ desire th$t both pri6$ry$nd seond$ry te:ts pl$y on, $nd is $n e:$6ple o5 $ tendeny noted by both Aobson $ndn! in #hih #h$t is li*ed is seen $s re$l, $nd #h$t is disli*ed $s unre$l. ut it $lso

sho#s $n $#$reness o5 the represent$tion$l onentions o5 so$p oper$ re$lis6, th$th$r$ters $nd stories h$e only so 6uh li5e or interest in the6, th$t they $re, in other#ords, re$ted to entert$in the ie#ers r$ther th$n to represent the re$l in $ tr$nsp$rent orob?etie #$y.

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+he ple$sure o5 General !ospital , 5or this 5$n $t le$st, is the ple$sure o5 Ji6pli$tionK<see h$pter 9=, $ ontrolled identi5i$tion #ith h$r$ters th$t neess$rily inolesJbelie$bilityK $nd Jtruth. K +he t#o #ords $re $l6ost interh$n!e$ble, but the riteri$upon #hih their $lues $re ?ud!ed $re not the ob?etie ones o5 e6piriis6 but thesub?etie ones o5 intern$lied nor6s o5 5eelin! $nd beh$ior. +hese nor6s derie pri6$rily 5ro6 the onentions o5 so$p oper$ re$lis6 #hih reGuire, 5or inst$ne, th$t#hen $ p$ir o5 h$r$ters be!in to J5ile outK their plotline should re$h $ Jn$tur$lonlusion. K +hese onentions produe $n i6pression o5 JtruthK resultin! in $Jbelie$bilityK th$t 6$y #ell be stron!er th$n th$t produed by $tu$l soi$l e:periene, be$use the soi$l nor6s $re 6ore le$rly enoded in the onentions th$n in soi$le:periene. 'here the onentions dei$te 5ro6 soi$l e:periene is $ point o5 possibleinterro!$tion o5 th$t e:periene, or o5 the nor6s, or o5 other, possibly 6ore do6in$nt $ndless Jpopul$r, K $lues.

%thno!r$phi studies proide us #ith nu6erous e:$6ples o5 these terti$ry te:ts, butethno!r$phy typi$lly tends to re$d these te:ts $s responses, th$t is, $s the result o5ie#in! it does not see the6 $s bein! re$d b$* into the pro!r$6 $nd $ti$tin! its6e$nin!s in $ p$rtiul$r #$y. ny $tiity it 5inds in the6, $ny $bility to initi$te

onseGuenes, is on5ined to soi$l e:periene, not teleision. )et the #$y th$t Aod!e$nd +rippDs <198;= shool hildren, 5or e:$6ple, re$d Prisoner 6ust h$e #or*ed upontheir ontinuous ie#in! o5 the pro!r$6 ?ust $s 6uh $s it did upon their e:periene o5shool, $nd $t $nd Liebes <1984, 198= 5ound 6$ny e:$6ples o5 !ossip helpin!ie#ers to $ti$te ert$in 6e$nin!s o5 allas in pre5erene to others.

n $ study o5 the ultur$l 6e$nin!s o5 M$donn$ <Fis*e 1987$=, used t#o sorts o5 terti$ryte:ts $s eidene o5 youn! !irl 5$nsD $bility to 6$*e their subultur$l 6e$nin!s out o5 the pri6$ry te:t o5 M$donn$ hersel5. n $ disussion bet#een 5$ns, one 14-ye$r-old !irl s$id

(heDs t$rty $nd sedutie . . . but it loo*s $lri!ht #hen she does it, you *no# #h$t 6e$n,

i5 $nyone else did it, it #ould loo* ri!ht t$rty, $ ri!ht t$rt you *no#, but #ith her itDs @,itDs $ept$ble . . . #ith $nyone else it #ould be $bsolutely outr$!eous, it sounds silly, butitDs @ #ith her, you *no# #h$t 6e$n.

n this #e $n see her stru!!le to e:press her 6e$nin!s o5 M$donn$ th$t ontr$dit thedo6in$nt p$tri$rh$l ones o5 t$rtiness $nd to 5ind ones J$ept$bleK to the !irl 5$ns,#hose interests $re le$rly di55erent 5ro6 those o5 the do6in$nt p$tri$rhy, but #ho l$* $5or6$l l$n!u$!e in #hih to e:press the6 the te:ts o5 M$donn$ 5ill this l$* 5or the6.

-12-

less diret terti$ry te:t th$t seres the s$6e purpose, is the #ords o5 other M$donn$5$ns Guoted in Time <M$y 27, 198 47=

(heDs se:y $nd she doesnDt need 6en . . . sheDs *ind o5 there $ll by hersel5

or

(he !ies us ide$s. tDs re$lly #o6enDs lib, not bein! $5r$id o5 #h$t !uys thin*.



+he ontr$ditions in the pri6$ry te:ts o5 M$donn$, her 6usi ideos, $re e:pressed inthe opposition bet#een these 5$nsD o66ents $nd th$t o5 Playboy <(epte6ber 198 122=on beh$l5 o5 its re$ders <$ ery di55erent subultur$l !roup=

est o5 $ll, her onst$!e ontortions $nd oy +oy oie h$e put soppin! se: #here it belon!s - 5ront $nd enter in the li6eli!ht.

□ Interte4t/ality and polysemy

t is the polyse6y o5 M$donn$ th$t $llo#s her to $ppe$l to suh di55erent $udienes $syoun! !irls $nd Playboy re$ders, the 5irst $ resistie subulture, the seond one th$t$o66od$tes e$sily $nd e:$tly to the do6in$nt p$tri$rh$l ideolo!y. nterte:tu$lritiis6 sho#s ho# the one pri6$ry te:t $n be $rtiul$ted <A$ll 198;= #ith others, or#ith other ultur$l do6$ins, to e:ploit its polyse6y. A$ll uses the ter6 J$rtiul$tionK inits du$l senses o5 Jspe$*in!K $nd Jlin*$!eK <see belo#, h$pter 14=. 'hen M$donn$Ds pri6$ry te:ts $re Jlin*edK to the subordin$te ulture o5 youn! !irls in p$tri$rhy theyJspe$*K Guite di55erently 5ro6 #hen they $re Jlin*edK #ith the se:ist 6$suline ulture o5 Playboy$ Re$din! the seond$ry $nd terti$ry te:ts $n help us see ho# the pri6$ry te:t$n be $rtiul$ted into the !ener$l ulture in di55erent #$ys, by di55erent re$ders indi55erent subultures.

+he plur$lity o5 these 6e$nin!s $nd $rtiul$tions is not, o5 ourse, $ strutureless plur$lis6, but is ti!htly or!$nied $round te:tu$l $nd soi$l po#er. +he 5$t th$t allash$s 6ore 6e$nin!s th$n Aolly#ood $n ontrol or $ny one $udiene !roup $n $ti$te,does not ne!$te teleisionDs stru!!le to ontrol its 6e$nin!s, $nd pre5er so6e oer others.+he pre5erred 6e$nin!s in teleision $re !ener$lly those th$t sere the interests o5 thedo6in$nt l$sses other 6e$nin!s $re strutured in rel$tions o5 do6in$ne-subordin$tionto those pre5erred ones $s the soi$l !roups th$t $ti$te the6 $re strutured in $ po#errel$tionship #ithin the soi$l syste6. +he te:tu$l $tte6pt to ont$in 6e$nin! is the

se6ioti eGui$lent o5 the e:erise o5 soi$l po#er oer the diersity o5 subordin$tesoi$l !roups, $nd the se6ioti po#er o5 the subordin$te to 6$*e their o#n 6e$nin!s isthe eGui$lent o5 their $bility to e$de, oppose, or ne!oti$te #ith this soi$l po#er. "otonly is the te:t polyse6i in itsel5, but its 6ultitude o5 interte:tu$l rel$tions inre$ses its polyse6i potenti$l.

-12;-

Chapter ?

#arrative

+he n$rr$ties o5 the #orld $re nu6berless. "$rr$tie is 5irst $nd 5ore6ost $ prodi!ious$riety o5 !enres, the6seles distributed $6on!st di55erent subst$nes - $s thou!h $ny6$teri$l #ere 5it to reeie 6$nDs stories. ble to be $rried by $rtiul$ted l$n!u$!e,spo*en or #ritten, 5i:ed or 6oin! i6$!es, !estures, $nd the ordered 6i:ture o5 $ll thesesubst$nes n$rr$tie is present in 6yth, le!end, 5$ble, t$le, noell$, epi, history, tr$!edy,dr$6$, o6edy, 6i6e, p$intin! <thin* o5 C$rp$ioDs "aint Drsula=, st$ined-!l$ss#indo#s, ine6$, o6is, ne#s ite6s, oners$tion. Moreoer, under this $l6ost in5initediersity o5 5or6s, n$rr$tie is present in eery $!e, in eery pl$e, in eery soiety it



be!ins #ith the ery history o5 6$n*ind $nd there no#here is nor h$s been $ people#ithout n$rr$tie. ll l$sses, $ll hu6$n !roups, h$e their n$rr$ties, en?oy6ent o5#hih is ery o5ten sh$red by 6en #ith di55erent, een opposin!, ultur$l b$*!rounds.C$rin! nothin! 5or the diision bet#een !ood $nd b$d liter$ture, n$rr$tie is intern$tion$l,tr$nshistori$l, tr$nsultur$l it is si6ply there, li*e li5e itsel5.

<$rthes 1977$ 79, 1982 21=

"$rr$tie $nd l$n!u$!e $re t#o o5 the 6$in ultur$l proesses sh$red by $ll soietiesthey $re Jsi6ply there, li*e li5e itsel5. K Li*e l$n!u$!e, n$rr$tie is $ b$si #$y o5 6$*in!sense o5 our e:periene o5 the re$l, $nd strutur$lists h$e $r!ued th$t it sh$res 6$ny o5l$n!u$!eDs properties, th$t it is strutured $lon! the t#in $:es o5 the p$r$di!6$ti $ndsynt$!6$ti, th$t there 6$y be $ uniers$l n$rr$tie struture, the eGui$lent o5 langue, o5#hih spei5i n$rr$ties $re the paroles, $nd th$t its si!ni5i$tion neess$rily #or*s $tdenot$tie $nd onnot$tie leels. Further6ore it is li*e l$n!u$!e in th$t its denot$tierel$tionship #ith the re$l is illusory $nd its si!ni5yin! $bility deries 5ro6 its syste6in$ture $nd its intern$rr$tie <interte:tu$l= rel$tions th$t is, its $te!oriin! $ndstruturin! proesses si!ni5y not be$use o5 their oper$tion upon re$lity, but be$use o5

their rel$tionship to these proesses in other n$rr$ties $nd other si!ni5yin! 5or6s.

ien th$t n$rr$tie is suh $ 5und$6ent$l ultur$l proess, it is not surprisin! th$tteleision is predo6in$ntly n$rr$tion$l in its 6ode. +eleision dr$6$ is obiouslyn$rr$tie, but so too is ne#s dou6ent$ries i6pose $ n$rr$tie struture upon theirsub?et 6$tter sport $nd Gui sho#s $re presented in ter6s o5 h$r$ter, on5lit, $ndresolution. M$ny o66eri$l $nd ro* ideos $re 6ini-n$rr$ties $r!u$bly only 6usil$*s $ n$rr$tie struture, $nd een th$t h$s si6il$rities in its $bility to struture ti6e.

-128-

"$rr$tie #or*s $s $ sense-6$*in! 6eh$nis6 pri6$rily throu!h t#o di6ensions. +hesynt$!6$ti is the di6ension upon #hih it lin*s eents r$tion$lly, $ordin! to the l$#so5 $use $nd e55et or to those o5 $ssoi$tion. 'hiheer priniple it e6ploys, it lin*seents to!ether so $s to 6$*e their rel$tionship 6e$nin!5ul $nd there5ore underst$nd$ble.+his re5us$l o5 r$ndo6ness re$tes onseGuene out o5 seGuene $nd in so doin! proidesthe 6e$ns o5 underst$ndin! th$t 6ost elusie di6ension - ti6e. n the p$r$di!6$tidi6ension, n$rr$tie t$*es h$r$ter $nd settin!s $nd 6$*es $ non-te6por$l sense o5the6 th$t seres $s $n $ddition$l uni5yin! $!eny upon the synt$!6$ti h$in o5 eents. "$rr$tie struture de6onstr$tes th$t people $nd pl$es $re not $n$rhi $nd r$ndo6, but sensible, $nd then o6bines the p$r$di!6$ti sense o5 pl$es $nd people #ith thesynt$!6$ti sense o5 eents $nd ti6e into $ !r$nd si!ni5yin! p$ttern <Ch$t6$n 1978=.

LVi-(tr$uss 5inds $ deep struture o5 6e$nin!s in 6ythi n$rr$ties th$t $n only be!r$sped by t$*in! h$r$ters, settin!s, $nd $tions out o5 the synt$!6$ti 5lo#, $nd by$n$lyin! their p$r$di!6$ti rel$tions o5 si6il$rity $nd di55erene, usu$lly in ter6s o5 bin$ry oppositions. For hi6, the h$in o5 eents is sur5$e struture $nd is thus lesssi!ni5i$nt th$n the deep struture th$t he ree$ls bene$th it. +his deep struture is sh$red#ith other 6yths, other n$rr$ties, 5or LVi-(tr$uss is 5in$lly interested only in n$rr$tielangue, not indiidu$l paroles$



Re$listi n$rr$tie is, $s #$s $r!ued in h$pter 2, the do6in$nt 6ode o5 represent$tion onteleision, but re$listi n$rr$tie #$s deeloped essenti$lly throu!h the noel $nd 5il6,$nd teleision re$lis6 dep$rts si!ni5i$ntly 5ro6 $ nu6ber o5 the onentions th$t $reentr$l to liter$ry $nd ine6$ re$lis6.

'ords li*e Jre$listiK th$t $re used to de5ine $nd $te!orie n$rr$ties #or* on t#odi6ensions. First they $lert us to ert$in te:tu$l h$r$teristis o5 the n$rr$tie $nepisode o5 !art to !art is le$rly !eneri$lly di55erent to the %s*i6o 6yth o5 the $ptureo5 the south #ind. ut seondly, these #ords $lert us $lso to re$din! str$te!ies, #hih, $s #ill $r!ue in the ne:t h$pter, $re $s ideolo!i$lly drien $s si!ni5yin! pr$ties. 'e $nre$d !art to !art $s $ re$list n$rr$tie or $s onte6por$ry urb$n 6yth. Re$din! itre$listi$lly reGuires us to !ie pri6e $ttention to suh 5$tors $s the psyholo!i$lre$lis6 o5 its h$r$ters $nd their indiidu$lity, $nd to the oherene o5 its spei5i h$ino5 eents $nd their belie$bility $ordin! to the Jn$tur$lK l$#s o5 $use $nd e55et. nother #ords, #e re$d it $s $ uniGue represent$tion o5 uniGue indiidu$ls $nd eents th$t isstrutured $ordin! to uniers$l n$tur$l l$#s not ultur$l onentions.

-129-

Re$din! it strutur$lly, ho#eer, reGuires us to 5ous on the onentions by #hih thissense o5 the re$l is est$blished. t reGuires us to see th$t h$r$ter $ts pri6$rily $s $5untion o5 the plot only then is it !ien indiidu$liin! h$r$teristis $s $n ideolo!i$lhoo* 5or the $udiene. %en these indiidu$liin! h$r$teristis $re best understood notin their uniGueness, but in ter6s o5 the oer$ll struture o5 soi$l $lues th$t $ree6bodied in the struture o5 h$r$ters <hero W heroine W ill$in W ill$iness=. Re$din! it6ythi$lly #ill le$d us to#$rds its JdeeperK 6e$nin!. n LVi-(tr$ussi$n ter6s, e$hepisode o5 $ series #ould be $ tr$ns5or6$tion o5 $ o66on deep struture, #hih 6$y#ell, 5in$lly, be sh$red #ith other series in the s$6e !enre. (o !art to !art #ould sh$re $deep struture #ith Remington "teele, "carecrow and Mrs ing $nd MacMillan and ,ife,

to n$6e $ 5e# e:$6ples o5 the op sho# #ith $ 6$le $nd 5e6$le hero p$ir.

ut the point to 6$*e $t this st$!e is th$t l$bels suh $s Jre$listiK or J6ythiK $re not ?ust desriptors o5 te:tu$l h$r$teristis but $re $tie they pro6ote p$rtiul$r re$din!str$te!ies #hih $ti$te p$rtiul$r 6e$nin!s in the te:t.

□ Realism revisited

Cl$ssi re$list n$rr$tie $nd its pre5erred re$din! str$te!y try to onstrut $ sel5-ont$ined, intern$lly onsistent #orld #hih is re$l-see6in!. y this, 6e$n not th$t it is$n ob?etie reprodution o5 the re$l #orld, but th$t it $ppe$rs to be, $nd this $ppe$r$ne

is !oerned by the e:tent to #hih the o66on-sense onentions th$t struture ourunderst$ndin! o5 the re$l #orld $ppe$r $deGu$te to deode the 5ition$l #orld, th$t o5 thedie!esis. Berisi6ilitude is b$sed not on ioni represent$tion, but upon repli$tin! theonentions by #hih sense is 6$de. t is thus $n ideolo!i$l pr$tie. 'e $ppro$h the5ition$l #orld o5 re$lis6 #ith the s$6e e$sy 5$6ili$rity #ith #hih #e $ppro$h the#orld o5 our soi$l e:periene the t#o #orlds $re eGui$lent in th$t they $re open to thes$6e ideolo!i$l re$din! pr$ties. ut the dis!uised o66on sense upon #hih these pr$ties rest 6$s*s the di55erenes bet#een the t#o #orlds.



Re$lis6 i6poses oherene $nd resolution upon $ #orld th$t h$s neither. n $ re$listn$rr$tie, eery det$il 6$*es sense, it ontributes to th$t 5in$l oer$ll underst$ndin!!r$nted to the re$der in hisIher position o5 Jdo6in$nt speul$rityK <M$C$be 1981$=.+his intern$l oherene reGuires th$t the die!eti #orld 6ust $ppe$r sel5-su55iient $ndunbro*en eerythin! th$t #e need to *no# in order to underst$nd it 6ust be inluded,$nd $nythin! th$t ontr$dits or disturbs this underst$ndin! 6ust be e:ised. +he die!eti#orld 6ust not reGuire the re$der to turn beyond it to 5ind the 6e$ns to underst$nd it, butit 6ust, li*e the re$l #orld, $ppe$r to 6$*e its o#n sense $ordin! to the Jl$#s o5n$ture, K not the onentions o5 ulture.

-130-

+hese Jl$#s o5 n$tureK $re those o5 $use $nd e55et, those o5 the psyholo!y o5 hu6$nn$ture, $nd those o5 n$tur$l $nd physi$l siene, $nd $ll $re tre$ted $s uniers$l l$#s th$treGuire e:plor$tion but not interro!$tion. uhn <198= su66$ries the 5e$tures o5 thel$ssi re$list n$rr$tie thus

1 line$rity o5 $use $nd e55et #ithin $n oer$ll tr$?etory o5 eni!6$ resolution2 $ hi!h de!ree o5 n$rr$tie losure

3 $ 5ition$l #orld !oerned by sp$ti$l $nd te6por$l erisi6ilitude4 entr$lity o5 the n$rr$tie $!eny o5 psyholo!i$lly rounded h$r$ters.

<p. 21;=

□ Str/ct/ralist approaches to narrative

Re$lis6 is $ tr$nsp$rent 6ode th$t $tte6pts to hide its n$ture $s disourse. (trutur$lis6$nd its deelop6ents $re onerned to ree$l $nd inesti!$te the disursie n$ture o5 $llultur$l onstruts, so strutur$list theories o5 n$rr$tie h$e sou!ht to e:pl$in the l$#sth$t !oern its struture, not the $ur$y o5 its represent$tion o5 the re$l.

%$rly strutur$lis6 $tte6pted to 5ind $ uniers$l n$rr$tie struture, the eGui$lent o5langue, $nd #hile this drie h$s no# been spent it did proide so6e use5ul b$si priniples - p$rtiul$rly it sho#ed us th$t n$rr$ties h$e 6uh in o66on $nd need to be studied in ter6s o5 their rel$tionship to others $ n$rr$tie, ho#eer re$listi, is not $uniGue set o5 eents #hose only $lid rel$tionship is th$t o5 its erisi6ilitude to the re$l#orld.

□ 'ythic narrative

@ne o5 the #$ys in #hih strutur$lis6 h$s sou!ht to e:pl$in #h$t $ r$n!e o5 $pp$rently

dierse n$rr$ties h$e in o66on is throu!h the onept o5 6yth. +#o #riters h$e been 6ost in5luenti$l here, LVi-(tr$uss, $ strutur$l $nthropolo!ist, $nd $rthes, $M$r:ist se6iotii$n. +heir t#o $ppro$hes h$e little in o66on e:ept 5or theirinsistene th$t 6yth-6$*in! is $ uniers$l ultur$l proess $nd th$t the deeper JtruerK6e$nin!s o5 6yths $re not i66edi$tely $pp$rent but $n only be ree$led by theoreti$l$n$lysis.



For LVi-(tr$uss 6yth is $n $n:iety-reduin! 6eh$nis6 th$t de$ls #ith unresol$bleontr$ditions in $ ulture $nd proides i6$!in$tie #$ys o5 liin! #ith the6. +heseontr$ditions $re usu$lly e:pressed in ter6s o5 bin$ry oppositions, $nd 5or6 the deepstruture o5 $ nu6ber o5 $pp$rently unrel$ted 6yths. +hese bin$ry oppositions $re l$r!e$bstr$t !ener$li$tions suh $s !oodeil, n$tureulture, or hu6$n*ind!ods. Myths#or* 6et$phori$lly to tr$ns5or6 these oppositions into onrete represent$tions by $ proess th$t LVi-(tr$uss $lls the Jlo!i o5 the onrete. K +hus in the #estern !enre,ulturen$ture is tr$ns5or6ed into indoorsoutdoors $nd is strutur$lly $ssoi$ted #ith$lues suh $s l$# $nd order l$#lessness, #hite ndi$n, hu6$neinhu6$ne, $nd so on. (o$ sene o5 ndi$ns $tt$*in! $ #hite ho6este$d is $ onrete 6et$phori$l tr$ns5or6$tiono5 the opposition bet#een n$ture $nd ulture, $nd the n$rr$tie is $n $r!u6ent, i$ Jthelo!i o5 the onrete, K $bout the h$r$teristis $nd onseGuenes o5 this opposition.

-131-

n LVi-(tr$ussDs ter6s the deep struture o5 !art to !art $n be 6odeled $s in Fi!ure8.1.

Figure 8.1 The deep str/ct/re of Hart to Hart

!ood eil

hero ill$in (+RC+

metaphorically transformed into concreterepresentations

6eri$n non-6eri$n 6et$phori$l

6iddle l$ss lo#er l$ss tr$ns5or6$tion

$ttr$tie un$ttr$tie

li!ht <$bin= d$r* <$bin=

so5tened, indiidu$lied <$bin= h$rd, i6person$l<$bin=

lose ouple sep$r$ted ouple

hu6orous hu6orless

lose-up e:tre6e lose-up C@"CR%+%

+he opposed $lues $re then !ien the n$rr$tie onseGuenes o5 suess5ulunsuess5ul.lon!side this is $nother deep struture

6$suline 5e6inine

$tie p$ssie

thin*in! ob?et o5 loo*

ontroller ontrolled

oth these deep strutures $re eidene o5 ultur$l inseurity $bout the 6e$nin!s $ndonseGuenes o5 the opposed $lues the 6yths do not sole this unert$inty <5ore:$6ple, th$t o5 !ender di55erene= but they proide $n i6$!in$tie struture by #hih





the ontr$ditions $n be thou!ht throu!h the struture 6$*es the ontr$ditionsoneptu$lly $nd ultur$lly $p$ble o5 bein! h$ndled $nd thus not dys5untion$l.

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A$rtley <1982= $n$lyes in si6il$r ter6s $ ne#s story $bout $ dispute inolin! he$lthserie #or*ers. +he story onentr$ted on the e55ets o5 $ #ithdr$#$l o5 l$bor uponhospit$l p$tients, p$rtiul$rly hildren. 5ter $n$lyin! the present$tion o5 the story,A$rtley onludes

+his is not $n industri$l dispute $t $ll. t is $ politi$l dispute bet#een

hildren publi serie #or*ers

!oern6ent stri*ers

deent tr$de unionists irresponsible 6inority

us the6 <p. 127=

+he !$p bet#een suh le$rly opposed $te!ories o5ten see6s so st$r* $s to beunbrid!e$ble $nd the ontr$ditions too iolent to be oped #ith. n these $ses, 6ytho5ten produes $ hero or heroine #ith h$r$teristis 5ro6 both $te!ories. +he hero thush$s e:essie 6e$nin!, e:tr$ordin$ry se6ioti po#er, $nd $ts $s $ 6edi$tor bet#een theopposin! onepts. n trib$l 6yth suh $ 5i!ure is desi!n$ted either s$red or t$boo $s $#$y o5 si!ni5yin! or ontrollin! hisIher e:ess o5 6e$nin!. +hus the heroes o5 6$nyri6e sho#s dr$# h$r$teristis 5ro6 both the $lue syste6 o5 soiety $nd th$t o5 theri6in$ls. +hey $Guire the st$ture o5 heroi 5i!ures be$use o5 this e:ess o5 6e$nin!.ddition$lly, in the 6ythi n$rr$tie, they $t $s 6edi$tors, $s e6bodied resolutions o5the on5lit bet#een the 5ores o5 order $nd those o5 disorder. Cro*ett $nd +ubbs, o5 Miami Aice, 6oe liter$lly bet#een the #orlds o5 the ie sGu$d $nd the dru! runners,

$nd, in e6bodyin! ert$in $lues o5 both, they $t 6ythi$lly $s 6edi$tors bet#een bothsides o5 the opposition. +heir e6bodi6ent o5 the $lues $nd li5estyle o5 bothde6onstr$tes $n i6$!in$tie #$y o5 opin! #ith the on5lit, #hih is $ rui$l 6ythi5untion, 5or the on5lit itsel5 $n neer be resoled. +he JsuessK o5 the ie sGu$d $tthe end o5 e$h episode is only te6por$ry $nd in no #$y o55ers $ per6$nent resolution o5the on5lit. t is only the hero 5i!ures o5 Cro*ett $nd +ubbs #ho de6onstr$te th$tsoiety h$s #$ys o5 liin! #ith $nd opin! #ith the opposition, een i5 not o5 resolin! it.

For LVi-(tr$uss, ulture is $ ho6o!eneous onept his theory does not $d6it th$t so6el$sses 6$y h$e di55erent 6ythi needs 5ro6 others, or th$t 6yths 6$y #or*he!e6oni$lly. +his 6$y #ell be be$use his theories #ere deried 5ro6 his #or* on

trib$l soieties #hih $re 6ore e$sily oneied $s ho6o!eneous.

$rthes <1973=, on the other h$nd, #$s onerned #ith the role o5 6yth in industri$lied$pit$list soieties 6$r*ed by l$ss on5lit r$ther th$n ho6o!eneity. Ais theory o5 6yth,then, is ery di55erent 5ro6 LVi-(tr$ussDs.

For $rthes 6yth #or*s to n$tur$lie $nd uniers$lie the l$ss interests o5 the bour!eoisie. t is not $ n$rr$tie but $n $ssoi$tie h$in o5 onepts th$t #or*s belo# the



threshold o5 onsiousness. +he users o5 LVi-(tr$ussDs 6yths 6$y not *no# the deeper6e$nin!s o5 the6, but they do *no# th$t they $re he$rin! or tellin! $ 6yth the user o5$rthesDs 6yths, on the other h$nd, is un$#$re een th$t he or she is h$ndlin! $ 6yth.Myths 5or $rthes $re ideolo!i$l $nd p$rt o5 the po#er-l$ss struture o5 $pit$listsoieties.

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Myths #or* to n$tur$lie history. Aistory is the $u6ul$ted soi$l e:periene th$t h$s produed the diisions $nd di55erenti$l po#er rel$tions in our soiety, $nd thus 5or6s $nessenti$l b$se 5or underst$ndin! th$t soiety. Myth oerrides this. For inst$ne, the A$rtto A$rt episode $n$lyed in h$pter 1 is typi$l in h$in! $ ill$in #ith Aisp$ni 5e$tures.+his depends, in p$rt, upon the #hite 6yth th$t Aisp$nis $re deious, untrust#orthy, $ndri6in$lly inlined. +he history o5 the #hite oloni$tion $nd oppression o5 L$tin6eri$ $nd the interr$i$l rel$tions it h$s produed $re e55$ed in the 6yth. Cri6est$tistis 6$y #ell sho# th$t Aisp$nis in the N( $re 6ore li*ely to o66it ri6es th$n#hite 6iddle-l$ss 6eri$ns, but the 6yth 5inds the re$son 5or this in their r$i$lh$r$teristis, not in the history o5 #hite oppression. +he 6yth tre$ts the belie5 th$t6iddle-l$ss n!lo-($:ons $re trust#orthy, #here$s s#$rthy lo#er-l$ss 6$les $re not,$s obious o66on sense $nd n$tur$l. (i6il$rly, the typi$l teleision pr$tie o5 !iin!ri6in$ls #or*in!-l$ss or ethni $ents is not $ st$te6ent $bout the st$tisti$l prob$bility th$t 6e6bers o5 lo#er soioeono6i !roups $re 6ore li*ely to turn to ri6e, be$use it does not reGuire us to thin* throu!h the rel$tionships bet#een soi$l position$nd ri6in$lity. R$ther it is $ si!n o5 $ 6iddle-l$ss 6yth th$t denies the history o5 l$ssrel$tions $nd n$tur$lies the e:pl$n$tion o5 l$ss di55erenes into the J5$tsK o5 hu6$n

n$ture.

$rthes beliees th$t in $pit$list soieties $ll 6yth is bour!eois, th$t is, it $l#$ys pro6otes the interests o5 the do6in$nt l$sses by 6$*in! the 6e$nin!s th$t sere theseinterests $ppe$r n$tur$l $nd uniers$l. R$di$l 6yth is i6possible e:ept in the li6itedsphere o5 politis #here r$di$lis6 h$s $hieed $ de!ree o5 institution$li$tion $nd so$n be t$*en 5or !r$nted, $nd thus $n #or*, #ithin its o#n sphere, to n$tur$lie theinterests o5 the po#er5ul. le5t-#in! 6yth o5 union solid$rity is, there5ore, possible,#here$s $ le5t-#in! 6yth o5, 5or inst$ne, the 5$6ily is not. R$di$l #$ys o5

underst$ndin! the 5$6ily need to be onsious $nd r$tion$lly $r!ued $!$inst the st$tusGuo the only ie#s th$t need no e:pl$n$tion or de5ense $re those th$t h$e beenn$tur$lied or e:no6in$ted into o66on sense by the oper$tion o5 6yth. For $rthesthen, A$rt to A$rt #or*s 6ythi$lly to pro6ote the point o5 ie# o5 the #hite, 6$le6iddle l$sses $s the Jn$tur$lK point 5ro6 #hih to 6$*e sense o5 e:periene, $nd todis!uise the setion$l n$ture o5 this proess by uniers$liin! it.



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$rthesi$n $n$lysis $n $ll too e$sily stop $t the identi5i$tion $nd n$6in! o5 the bour!eois 6yths th$t $re pro6oted by teleision. +his sho#s $n ino6pleteunderst$ndin! o5 $rthesDs theory, 5or he insists th$t 6yth is $ 5or6 o5 speeh, th$t it is $syste6 by #hih 6e$nin!s $re 6$de $nd irul$ted. +he ontent o5 6yths $n h$n!er$pidly, but the 6ytholo!iin! proess is onst$nt $nd uniers$l. n this respet, he issi6il$r to LVi-(tr$uss #ho $lso 5ound $ uniers$l ultur$l proess in the #$y th$t 6ythithou!ht #$s strutured. $rthesDs e:plor$tion o5 this priniple, ho#eer, is $rtiul$ted inhistori$lly $nd ultur$lly spei5i ter6s, p$rtiul$rly those o5 6id-t#entieth-entury$pit$lis6, #here$s LVi-(tr$uss e6ph$sies his se$rh 5or hu6$n uniers$ls. Mythi$ppro$hes to n$rr$tie $re essenti$lly p$r$di!6$ti in th$t they e6ph$sie the ultur$l-ideolo!i$l syste6 th$t underlies the synt$!6$ti 5lo# o5 the n$rr$tie.□ #arrative str/ct/res

roppDs #or* <19;8= proides the 6ost e:tre6e e:$6ple o5 synt$!6$ti strutur$list$n$lysis. Ae $n$lyed one hundred Russi$n 5ol* t$les $nd 5ound $n identi$l n$rr$tie

struture in e$h o5 the6. Ae desribed this struture $s $ seGuene o5 thirty-t#o n$rr$tie5untions, diided into si: setions. 'e $n su66$rie the6 thus Preparation

1 6e6ber o5 $ 5$6ily le$es ho6e.2 prohibition or rule is i6posed on the hero.3 +his prohibitionIrule is bro*en.4 +he ill$in 6$*es $n $tte6pt $t reonn$iss$ne. +he ill$in le$rns so6ethin! $bout his iti6.; +he ill$in tries to deeie the iti6 to !et possession o5 hi6 or his belon!in!s.7 +he iti6 un*no#in!ly helps the ill$in by bein! deeied or in5luened by theill$in.

Complication

8 +he ill$in h$r6s $ 6e6ber o5 the 5$6ily.8$ 6e6ber o5 the 5$6ily l$*s or desires so6ethin!.

9 +his l$* or 6is5ortune is 6$de *no#n the hero is !ien $ reGuest or o66$nd,$nd he !oes or is sent on $ 6issionIGuest.10 +he see*er <o5ten the hero= pl$ns $tion $!$inst the ill$in.

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Transference11 +he hero le$es ho6e.12 +he hero is tested, $tt$*ed, interro!$ted, $nd, $s $ result, reeies either $

6$!i$l $!ent or $ helper.13 +he hero re$ts to the $tions o5 the 5uture donor.14 +he hero uses the 6$!i$l $!ent.1 +he hero is tr$ns5erred to the !ener$l lo$tion o5 the ob?et o5 his 6issionIGuest.

"truggle1; +he hero $nd ill$in ?oin in diret o6b$t.17 +he hero is br$nded.18 +he ill$in is de5e$ted.



19 +he initi$l 6is5ortune or l$* is set ri!ht. Return

20 +he hero returns.21 +he hero is pursued.22 +he hero is resued 5ro6 pursuit.23 +he hero $rries ho6e or else#here $nd is not reo!nied.24 5$lse hero 6$*es 5$lse l$i6s.2 di55iult t$s* is set 5or the hero.2; +he t$s* is $o6plished.

Recognition27 +he hero is reo!nied.28 +he 5$lse heroIill$in is e:posed.29 +he 5$lse hero is tr$ns5or6ed.30 +he ill$in is punished.31 +he hero is 6$rried $nd ro#ned.

ropp $lled these thirty-t#o n$rr$tie 6orphe6es J5untionsK be$use he #$nted toe6ph$sie th$t #h$t they do to $d$ne the n$rr$tie is 6ore i6port$nt th$n #h$t they

are$ +he 5untion o5 the 6$!i$l $!ent, 5or e:$6ple, $n be per5or6ed by $ lo$*, $s#ord, or $ purse. n teleision n$rr$tie this 5untion 6$y be per5or6ed by, 5or inst$ne,the super-tehnolo!i$l li6bs o5 the "i< Million ollar Man, the o6puteried $r o5 night Rider , or the <$l6ost= superhu6$n 6eh$ni$l $bility o5 The .;Team. +hen$rr$tie 5untions $re, $ordin! to ropp, $l#$ys in the s$6e seGuene $nd they $reo66on to $ll 5$iry t$les, thou!h not eery t$le #ill h$e eery 5untion.

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(i6il$rly, roppDs $ount o5 h$r$ter is onerned only #ith #h$t $ h$r$ter does inthe n$rr$tie struture, not #ith #ho6 he or she is $s $n indiidu$l. Ch$r$ter is de5ined

in ter6s o5 $ Jsphere o5 $tionK thus the ill$in 5i!hts, opposes, or pursues the hero $ndo66its $ts o5 ill$iny. i55erent indiidu$l h$r$ters 6$y per5or6 the 5untion <orh$r$ter role= o5 ill$in $t di55erent ti6es in the s$6e n$rr$tie. +his le$ds ropp to theonlusion th$t Jthe 5untions o5 h$r$ters $re st$ble onst$nt ele6ents in $ t$le,independent o5 ho# $nd by #ho6 they $re 5ul5illed. +hey onstitute the 5und$6ent$lo6ponents o5 $ t$le. K

+here $re ei!ht Jh$r$ter rolesK #hih $re lo$ted in seen Jspheres o5 $tionK

Character Role "phere of .ction

1 Bill$in Bill$iny, 5i!htin!, $tion

2 onor <proider= iin! 6$!i$l $!ent or helper

3 AelperMoes the hero, 6$*es !ood $ l$*, resues 5ro6 pursuit, solesdi55iult t$s*s, tr$ns5or6s the hero.

4 +he priness $ndher 5$ther

sou!ht-5or person $ssi!ns di55iult t$s*s, br$nds, e:poses,reo!nies, punishes.

+he disp$ther (ends hero on GuestI6ission.

; +he hero <see*er or ep$rts on se$rh, re$ts to donor, $tte6pts di55iult t$s*s,



iti6= 6$rri$!e.

7 +he 5$lse hero Nn5ounded l$i6s to heroDs sphere o5 $tion

+his 6orpholo!y o5 5untions $nd h$r$ters h$s been $pplied in det$il to onte6por$ry5il6s $nd teleision <e.!. 'ollen 1982, (ilerstone 1981= $nd 6ost popul$r teleisionn$rr$ties on5or6 6ore or less preisely to this struture. t ti6es the on5or6ity is

$stonishin! in its preision. tested the struture on $n episode o5 Bionic ,oman $nd5ound th$t the pre-title seGuene on5or6ed to Jrep$r$tion. K JCo6pli$tionK too* then$rr$tie to the ne:t o66eri$l bre$* $nd so on. (o6e setions $nd 5untions $re 6oree6ph$sied in teleision n$rr$tie th$n others, 5or inst$ne J(tru!!leK $n be lon! $ndel$bor$te, JReturnK $nd JReo!nitionK $n be ery r$pid. (o6eti6es 5untions 1; to 19$re repe$ted to e6ph$sie $tion $nd so6eti6es the 5untions o5 the 5$lse hero $re ery6uted. ut in !ener$l the struture underlies the typi$l teleision n$rr$tie #ithre6$r*$ble onsistene.

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+he h$r$ter roles, too, reeie di55erent de!rees o5 e6ph$sis. +h$t o5 the priness <o5ten$ pri$te eyeDs lient, #ho 6$y be 6$le or 5e6$le but is $l#$ys o6p$r$tiely po#erless=is 5reGuently per5or6ed by the s$6e h$r$ter $s her 5$ther. +he disp$ther is o5ten thehero or $ 6e6ber o5 the hero te$6. +he iti6 is one o5 the 6ost 6ultiple o5 theseh$r$ter roles #hose 5untion $n be 5ul5illed by $ h$r$ter #ho else#here in then$rr$tie pl$ys the hero, the helper, the priness, the disp$ther, or $ny role th$t opposesth$t o5 the ill$in.

@n the eidene o5 ropp $nd his suessors, there $ppe$rs to be so6ethin! lose to $uniers$l struture o5 popul$r n$rr$tie <$ n$rr$tie eGui$lent o5 langue= o5 #hihindiidu$l stories $re tr$ns5or6$tions or paroles$ +he ultur$l spei5iity or ideolo!y o5 $n$rr$tie lies in the #$y this deep struture is tr$ns5or6ed into $pp$rently di55erentstories, th$t is, in #hih $tions $nd indiidu$ls $re hosen to per5or6 the 5untions $ndh$r$ter roles.

+he possibility o5 $ uniers$l n$rr$tie struture r$ises so6e intr$t$ble theoreti$l proble6s. LVi-(tr$uss #$s $ble to !round his uniers$l priniple o5 6$*in! 6e$nin!s by bin$ry oppositions in the #or*in! o5 the hu6$n br$in $nd thus e:pl$in its uniers$lity. tis di55iult to enis$!e the physiolo!y o5 the hu6$n br$in produin! thirty-t#o 5untionsin seGuene. t is s$5er not to t$l* in ter6s o5 hu6$n uniers$ls, ori!in$tin! in hu6$nn$ture, but r$ther to see* the ori!ins o5 $ o66on struture in hu6$n soiety, 5or $llhu6$ns lie in soi$l or!$ni$tions. "$rr$tie $n then be seen $s the 6e$ns o5$rtiul$tin! the pro5ound $nd unert$in rel$tionship o5 the indiidu$l #ith the soi$l.nthropolo!i$lly, roppDs n$rr$tie she6$ tells the $rhetyp$l story o5 the youn!6$leDs $ept$ne into 6$turity $nd soiety 6$rri$!e is the $hiee6ent o5 indiidu$l6$turity $nd the insertion o5 th$t 6$ture person into $ net#or* o5 soi$l roles $ndobli!$tions. The .;Team, $s #ill $r!ue in h$pter 11, en$ts 6$sulinityI6$turity $nd itson5litI$o66od$tion #ith soi$l responsibility <The .;Team episodes 5ollo# roppDsstruture p$rtiul$rly le$rly $nd losely. =



n suh $n e:pl$n$tion o5 roppDs struture, the stru!!le bet#een the hero $nd ill$in is $6et$phori$l tr$ns5or6$tion o5 th$t bet#een the 5ores o5 order $nd those o5 disorder,!ood $nd eil, or ulture $nd n$ture. (uh $ stru!!le is 5und$6ent$l to $ll soieties, $ndthe n$rr$tie e:plores the role o5 hu6$n $nd soi$l $!ents in it.

+odoroDs <1977= 6odel o5 n$rr$tie $lso e6ph$sies the soi$l oer the indiidu$l. Forhi6, n$rr$tie be!ins #ith $ st$te o5 eGuilibriu6 or soi$l h$r6ony. +his is disrupted,usu$lly by the $tion o5 $ ill$in. +he n$rr$tie h$rts the ourse o5 this diseGuilibriu6$nd its 5in$l resolution in $nother, pre5er$bly enh$ned or 6ore st$ble, st$te o5eGuilibriu6. J+he seond eGuilibriu6 is si6il$r to the 5irst, but the t#o $re neeridenti$lK <p.11=. n roppDs she6$, Jrep$r$tionK $nd JCo6pli$tionK h$rt the 5oreso5 disruption th$t h$e disturbed the ori!in$l h$r6ony. J+r$ns5ereneK $nd J(tru!!leKh$rt the heroDs 5i!ht $!$inst these 5ores in this 5i!ht the hero e6bodies the soi$l $luesth$t st$bilie soiety. +he ill$in e6bodies the 5ores o5 disruption $nd the on5lit bet#een the6 is the on5lit bet#een eGuilibriu6 $nd diseGuilibriu6. JReturnK $ndJReo!nitionK resole the on5lit $nd #or* to restore $ ne# h$r6ony. "$rr$tie here isless the $o66od$tion o5 the indiidu$l #ith the soi$l, $nd 6ore the e:plor$tion,#ithin the soi$l, o5 the opposin! 5ores o5 st$bility $nd disruption. +he ideolo!i$l #or*

o5 the n$rr$tie $n, in this 6odel, be diserned in t#o #$ys the 5irst is the o6p$risono5 the openin! $nd losin! st$tes o5 eGuilibriu6, $nd the seond is in identi5yin! #h$tonstitutes $ 5ore o5 disruption, $nd #h$t $ 5ore o5 st$bility.

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+odoroDs 6odel is p$rtiul$rly use5ul 5or its $bility to e:pl$in ne#s stories $nd to 6odelne#s $s the soi$l n$rr$tie o5 the on5lit bet#een the soi$l order $nd disruptie 5ores<see h$pter 1=. +odoro spei5ies t#o *inds o5 ele6ents in n$rr$tie, $ st$te <either o5eGuilibriu6 or diseGuilibriu6= $nd $ p$ss$!e 5ro6 one st$te to $nother, usu$lly throu!h$n eent or h$in o5 eents. "e#s#orthy eents, then, $re those th$t disrupt or restore

eGuilibriu6. +he st$te o5 eGuilibriu6 is not itsel5 ne#s#orthy $nd is neer desribede:ept i6pliitly in its opposition to the st$te o5 diseGuilibriu6 #hih, typi$lly, isdesribed in det$il. Aere, the ideolo!i$l #or* is $t its le$rest in the seletion o5 whicheents $re onsidered to disrupt or restore which eGuilibriu6 $nd in the desription o5#h$t onstitutes diseGuilibriu6. +hus the eent onention$lly seleted $s $ $use o5 $nindustri$l dispute is $n $tion o5 $ #or*er or union, #here$s the eent seleted to restoreorder is eGu$lly onention$lly $n $t o5 6$n$!e6ent or !oern6ent $!eny. n then$rr$tie struture this puts unions into the role o5 ill$ins $nd 6$n$!e6ent into th$t o5heroes. (i6il$rly, the desription o5 the diseGuilibriu6 #ill usu$lly be in ter6s o5 thedisputeDs e55et upon onsu6ers, $nd r$rely in ter6s o5 the h$rdships under!one by thestri*in! unionists. +his $!$in seres to position the re$der #ith the heroIiti6 <i.e.

6$n$!e6ent-onsu6er= $nd in hostility to the ill$in <union=. ell <1983= sho#s ho#these h$r$ter roles o5 hero-helper-iti6-ill$in 5or6 the underlyin! struturin! priniple o5 dru!s stories in the ne#s 6edi$ <see h$pter 1=.

+his sort o5 6odel $n $lso ree$l si6ply the ideolo!y $t #or* in 5ition$l stories. n the !art to !art episode $n$lyed in h$pters 1 $nd ; the disruptie eent is the ?e#el the5t,the restor$tie eent is the $thin! o5 the thiees. isruption $nd restor$tion our $t theleel o5 indiidu$l or uniGue eents, $nd thus the soi$l syste6 underlyin! the st$te o5



eGuilibriu6 is sho#n $s opin! #ith disruption $nd there5ore $s $deGu$te. notherersion o5 the story, ho#eer, ould present the disruptie eent $s $n $tte6pt by $6e6ber o5 $ dis$d$nt$!ed 6inority to proide 5or his #i5e $nd his retire6ent. n this$se the restor$tie eent ould be the ne!oti$tion o5 $ 6ini6u6 #$!e $nd n$tion$l pension ri!htsO ut th$t #ould be $ ery di55erent story $nd $ ery di55erent ideolo!y.

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+odoroDs 6odel does not i6ply th$t n$rr$tie in itsel5 is either r$di$l or re$tion$ry. utin popul$r ulture the n$rr$tie struture is li*ely to be used in 5$or o5 the st$tus Guo. nre$list n$rr$tie the eGuilibriu6 is $ reprodution o5 the $lues o5 the urrent soi$l orderth$t is r$rely represented diretly, but only indiretly in ter6s o5 its disruption. t is,there5ore, 6ytholo!ied into the t$*en-5or-!r$nted, the o66on-sense ie# o5 ho#thin!s re$lly $re, #hih is neess$rily supportie o5 the st$tus Guo. +o present $ riti$lie# o5 the soi$l order, it #ould be neess$ry to t$*e it out o5 the re$l6 o5 the t$*en-5or-!r$nted, to Jno6in$teK it, to represent it diretly $nd riti$lly, $nd thus to de6ytholo!ieit. Most teleision n$rr$tie does not do this.

5 the n$rr$tieDs ori!in$ry st$te o5 eGuilibriu6 is $ssu6ed to be 5$ir $nd !ood, then the5ores o5 disruption <#hih inlude 5ores 5or soi$l h$n!e= neess$rily t$*e the role o5the ill$in $nd the restor$tie eent is neess$rily per5or6ed by the soioentr$l hero #horestores the st$tus Guo, or pre5er$bly $n enh$ned ersion o5 it. +he Jre#ritin!K o5 the !art to !art episode <$boe= posits $n un?ust st$te o5 eGuilibriu6 $t the st$rt in #hihst$bility is 6$int$ined only by the e:erise o5 l$ss $nd eono6i po#er. +herepresent$tion o5 suh $n eGuilibriu6 in $ bour!eois soiety ould not be o66on-sensi$l r$ther it #ould need to be e:pliitly represented in opposition to onention$lrepresent$tions $nd their 5urther$ne o5 the do6in$nt ideolo!y. 5 $n un$ept$ble st$te o5eGuilibriu6 e:ists $t the be!innin! o5 the n$rr$tie, then le$rly the 5ores o5 disruption$n pl$y the hero role, $nd the restor$tie eent produes $ o6pletely ne# eGuilibriu6.

+he onser$tie drie o5 the n$rr$tie struture 6$y be undeni$ble, but its e55etiity is5$r 6ore open to doubt. t #or*s to enter the 6e$nin!s #ithin the do6in$nt ideolo!y $ndto lose o55 $ltern$tie ones. ut, $s h$pter h$s sho#n, $ltern$tie $nd resist$ntre$din!s $re possible #ithin $nd $!$inst $ny do6in$nt te:tu$l struture. te:tu$lstruture is $ he!e6oni line o5 5ore th$t 6$y, $t $ny ti6e, 6eet $n eGui$lent line o5resist$ne.

+he strutur$list $ounts o5 n$rr$tie th$t #e h$e loo*ed $t so 5$r tend, throu!h theire6ph$sis on struture, to i6ply $ unity #ithin e$h n$rr$tie $s #ell $s bet#eenn$rr$ties. $rthesDs e$rly #or* Jn ntrodution to the (trutur$l n$lysis o5 "$rr$tieK

<197;= sh$res this onern #ith struture $s $ produer o5 6e$nin!, but his l$ter #or* " I @<S1970T 197= brin!s $ o6pletely di55erent perspetie to be$r.

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n The "tructural .nalysis of )arrati'e $rthes uses the lose $n$lo!y bet#een l$n!u$!e$nd n$rr$tie to $r!ue th$t n$rr$tie is open to the s$6e sort o5 desriptie $n$lysis $sl$n!u$!e, #hih $n be $hieed $t di55erent Jleels o5 desriptionK <$rthes 1977$ 8=.



L$n!u$!e $n be desribed 5irst $t the leel o5 phone6es $nd 6orphe6es, then thedesription $n 6oe JupK $ leel to th$t o5 #ords, then to th$t o5 phr$ses, then to thesentene, the p$r$!r$ph, $nd so on. roppDs 5untions $re, $ordin! to his theory, theeGui$lent o5 6orphe6es - the s6$llest si!ni5yin! units. $rthes t$*es this $n$lysis $st$!e 5urther by l$ssi5yin! the 5untions into di55erent types, not by rel$tin! the6synt$!6$ti$lly.

Ais 5irst leel o5 l$ssi5i$tion is th$t bet#een 5untions $nd indies. Functions $re eentsth$t $re strun! to!ether to 5or6 the seGuene o5 the n$rr$tie. >ndices $re the onst$ntsth$t $re inoled in this seGuene, but do not $d$ne it - h$r$ters, settin!s,$t6osphere, $nd so on. Funtions $re distribution$l $nd synt$!6$ti, #here$s indies $reinte!r$tion$l $nd p$r$di!6$ti. ll n$rr$ties ont$in both, but in so6e the 5untions predo6in$te $nd in others the indies. +hus 5ol* t$les $re predo6in$ntly 5untion$l, psyholo!i$l noels predo6in$ntly indii$l. opul$r teleision series, espei$lly op $nd$denture sho#s $i6ed $t 6en $nd hildren, tend to#$rds the 5untion$l, #here$s seri$ls,suh $s so$p oper$s, o5ten $i6ed $t #o6en, tend to put 6ore stress on the indii$l.

Funtions $re then subdiided into t#o types - nuclei <or cardinal functions= #hih $re

essenti$l to the pro!ress o5 the n$rr$tie, $nd cataly=ers #hih J5ill inK bet#een the nulei$nd ould, lo!i$lly, be dispensed #ith. +his does not 6e$n th$t they $re redund$nt, butth$t they $re not rui$l to $d$nin! the n$rr$tie. nste$d they $eler$te it or slo# itdo#n, they $n su66$rie, $ntiip$te, re$ll, or een 6isle$d. "ulei h$e $nteedents$nd onseGuenes, $t$lyers do not. +hus in the !art to !art sene the heroineDs puttin!on the ostent$tious ?e#elry is $ nuleus, it h$s the onseGuene o5 $ttr$tin! the thiees.+he heroDs disussion o5 the robbery is $ $t$lyer, it su66$ries $nd slo#s the n$rr$tie.

ndies $re diided into indices proper , #hih $re the n$rr$tie $!ents, $t6osphere,6ood, $nd informants, #hih identi5y or lo$te in ti6e $nd sp$e. 'e h$e loo*ed$lre$dy $t the indies #hih indi$te #hih t#o h$r$ters $re pl$yin! the role o5 the

hero, $nd #hih t#o the role o5 the ill$in. >nformants $re those 5untions th$t indi$tethe settin! on $ ship, the onte6por$ry ti6e period, the lo$tion in 6eri$. n5or6$nts$re $lso $lled by $rthes Jre$lis6 oper$torsK $nd #or* to 6$*e the #orld o5 then$rr$tie $ppe$r to rel$te losely to the Jre$lK #orld o5 our e:periene. +hey per5or6 thei6port$nt ideolo!i$l 5untion o5 erisi6ilitude.

+hese 5untions $re then, $ordin! to $rthes, strutured into JseGuenes, K $s #ords $restrutured into phr$ses. seGuene is $ Jlo!i$l suession o5 nulei bound to!ether by $rel$tion o5 solid$rityK #hih $n be Jn$6ed, K usu$lly by $ erb$l noun th$t desribes$tion - Fr$ud, etr$y$l, (edution, Contr$t, reetin!, et. +he !art to !art sene is p$rt o5 the seGuene J(ettin! the (n$re. K +hese seGuenes or phr$ses $n be o6bined

into l$r!er seGuenes or sentenes $nd so on.

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□ #arrative codes

+his $tte6pt to proide $ strutur$l lin!uistis o5 n$rr$tie is use5ul in so 5$r $s it proides $ o$bul$ry 5or the lose $n$lysis o5 n$rr$tie seGuenes it is $ 6iro-



!r$66$r. $rthesDs l$ter #or* " I @ <197$= onentr$tes on the disourse o5 n$rr$tie, th$tis, its struture $boe the leel o5 the sentene, $nd this h$s produed $ 6ore #idely used6odel.

" I @ is $ ery det$iled $n$lysis o5 $l$Ds short noel "arrasine 5ro6 #hih $rthesderies 6$?or onlusions $bout n$rr$tie in !ener$l. Nnli*e his e$rlier #or*, $nd th$t o5ropp, $rthesDs $i6 here is to ree$l not $ struture, but $ Jstrutur$tion, K the proess by #hih 6e$nin! is strutured into n$rr$tie by the #riter-re$der, 5or i5 there is $uniers$l in n$rr$tie it lies in this strutur$tion in #hih the #riter $nd re$der en!$!e oneGu$l ter6s. $rthesDs shi5t in e6ph$sis is $#$y 5ro6 the 5or6$l struture o5 the te:t $ndto#$rds the re$din!I#ritin! proess th$t re$tes 6e$nin! 5ro6 th$t struture $nd itsinterte:tu$l rel$tions. For the struture o5 the te:t is, 5in$lly, $n inter#e$in! o5 oies#hih $re sh$red by re$der $nd #riter $nd #hih ross the bound$ries o5 the te:t itsel5 tolin* it to other te:ts $nd to ulture in !ener$l.

+hese oies $re, $ordin! to $rthes, or!$nied into 5ie odes.

+he symbolic code or!$nies the 5und$6ent$l bin$ry oppositions th$t $re i6port$nt in $ p$rtiul$r ulture. +hese inlude 6$suline5e6inine, !oodeil, n$tureulture, $nd so onthey $re the $ntitheses upon #hih the n$rr$tie is 5ounded. +his is the ode th$t LVi-(tr$uss #ould prioritie $boe $ll others.

+he semic code, or the oie o5 the person, #or*s in $ si6il$r #$y to onstrut the6e$nin! o5 h$r$ter, ob?ets, or settin!s. $rthes onentr$tes on its oper$tion inonstrutin! h$r$ter to e:pl$in the #$y it #or*s. J(e6es, K or b$si units o5 6e$nin! inthe te:t, $re repe$tedly $tt$hed to $ proper n$6e in order to re$te $ h$r$ter. +hey be$rthe 6e$nin!s o5 speeh, lothin!, !esture, $tion, $nd $re the 6e$ns by #hih $ J5i!ureKis indiidu$lied into $ Jh$r$ter. K J5i!ureK is $ ultur$l stereotype o66on to 6$nyn$rr$ties - Jthe distr$u!ht 6other, K Jthe 6isunderstood son, K Jthe ruel *in!I5$ther. K

+hese J5i!uresK $re si6il$r to roppDs h$r$ter roles in th$t they e:ist be5ore $ndindependent o5 $ny notion o5 the indiidu$l, but they di55er in th$t they $re deter6inednot by the needs o5 the n$rr$tie struture, but by the needs o5 the ulture o5 #hih th$tn$rr$tie is $ p$rt. +hey $re $ LVi-(tr$ussi$n r$ther th$n $ roppi$n onept.

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+his JultureK #or*s 6ost diretly, $nd p$r$do:i$lly, throu!h #h$t $rthes $lls thereferential code$ +his is the ode throu!h #hih $ te:t re5ers out beyond itsel5, but thisre5erene is not, $s in so 6$ny other theories <e.!. those o5 /$*obson $nd eire, see Fis*e1982=, to Jre$lityK in $n ob?etie, e6piri$l sense, but r$ther to ultur$l *no#led!es.

J+he re$lK is the o66on sto* o5 $ ulture $s it is e:pressed in the J$lre$dy #rittenK*no#led!es o5 6or$lity, politis, $rt, history, psyholo!y, $nd so on. +hese *no#led!es,$s they per$de the te:ts o5 our ulture, onstitute our sense o5 Jli5e, K o5 Jre$lity. K +hey$re the o66onpl$es o5 $ ulture to #hih $ #riter re5ers or #hih sIhe Guotes, in orderto produe $ sense o5 re$lity. JRe$lityK is Jthe produt o5 disourseK <@D(ulli$n et al$1983=, $nd in so 5$r $s its *no#led!es $re $lre$dy #ritten, Jre$lityK is interte:tu$l <seeh$pter 7=.



+he code of actions <the pro$ireti ode= is si6il$rly interte:tu$l $nd is the one #hihrel$tes 6ost diretly to $rthesDs e$rlier strutur$list ende$ors. t su!!ests th$t #eunderst$nd $ny $tion in $ n$rr$tie by our e:periene o5 si6il$r $tions in othern$rr$ties, $nd th$t our n$rr$tie e:periene is $n $!!re!$tion o5 det$ils $rr$n!ed in!eneri $te!ories o5 $tions - 6urder, rendeous, the5t, perilous 6ission, 5$llin! in loe,et.

$rthesDs 5in$l ode is the hermeneutic$ +his ode sets $nd resoles the eni!6$s o5 then$rr$tie $nd is 6oti$ted by the desire 5or losure $nd Jtruth. K t ontrols the p$e $ndstyle o5 the n$rr$tie by ontrollin! the 5lo# o5 in5or6$tion th$t is desired by the re$derto sole the eni!6$ or 6$*e !ood $ l$*. t 5irst proposes the eni!6$ or 6ystery, 5in$llyresoles it, but in bet#een #or*s by del$yin! our $ess to the desired in5or6$tion. t isthus the 6otor o5 the n$rr$tie. $rthes su!!ests th$t it #or*s throu!h ten 6orphe6es#hih 6$y our si6ply, in $ny o6bin$tion or in $ny order. (iler6$n <1983=su66$ries the6 $s Jthe6$ti$tion, propos$l o5 the eni!6$, 5or6ul$tion o5 the eni!6$,reGuest 5or $n $ns#er, sn$re, eGuio$tion, ?$66in!, suspended $ns#er, p$rti$l $ns#er$nd dislosureK <p. 27=.

$rthesDs $hiee6ent in " I @ #$s to dest$bilie the notions o5 te:t $nd re$der so th$tneither is seen $s $n entity or essene, but r$ther $s interdependent proesses by #hih6e$nin!s $re onstruted $nd irul$ted, $nd by #hih, p$r$do:i$lly, Jre$lityK isre$ted. +he te:t #or*s in t#o di6ensions, the intr$-te:tu$l $nd the interte:tu$l. s/ohnston <198= e:pl$ins

+he $rious . . . deies identi5ied in " I @ $s 5or6in! the intr$-te:tu$l syste6 illustr$te thehi!hly r$5ted $nd seletie n$ture o5 the proedures throu!h #hih the re$list #orld is built up. @n the other h$nd, the #or* depends upon $ set o5 e:tern$l rel$tionships, its position #ithin $ !rid o5 other ultur$l te:ts its interte<tuality$ Re$lis6, $rthes $r!ues,Jonsists not in opyin! the re$l, but in opyin! $ depited opy o5 the re$lK 4" I @ pp. 4-

;=. <p. 239=

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$rthesDs desription o5 the #riterly n$rr$tie $s $ Jli6ited plur$lityK ehoes MorleyDs<1980$= desription o5 $ te:t $s Jstrutured polyse6yK $nd both $re $tte6ptin! to 6odelho# $ te:t $n $llo# 5or $ 6ultipliity o5 6e$nin!s #ithin bound$ries th$t its struturesets. For Morley, the 6otor o5 polyse6y is the diersity o5 soi$l situ$tions o5 the te:tDsre$ders #hih produes the 6ultipliity o5 disourses they brin! to be$r on the te:t. For$rthes, the Jli6ited plur$lityK o5 $ te:t is $ result o5 oll$psin! the role o5 the re$der intoth$t o5 the #riter in the onstrution o5 $ te:t 5ro6 $ #or*. ode is $ brid!e bet#een

te:ts, $nd 6e$nin! is enoded i$ interte:tu$lity. nterte:tu$lity is not $ syste6 o5$llusions bet#een spei5i te:ts, or o5 re5erenes bet#een one te:t $nd spei5ied othersr$ther it is lo$ted in th$t sp$e bet#een te:ts to #hih $ll te:ts $nd re$dersI#riters re5er6ore or less eGu$lly, but #hih $ll $ti$te di55erently.

%$rly strutur$list $ounts o5 n$rr$tie tended to see it $s $ losed syste6. $rthes in " I @h$s de6onstr$ted th$t een the 6ost $pp$rently losed n$rr$tie, $ re$list one #ith its



losin! reli$ne upon Jtruth to re$lityK $s its 5in$l ple$sure, is $$il$ble to open,J#riterlyK re$din!s $nd, indeed, reGuires the6.

□ Televis/al narrative

Feuer <198;= $r!ues th$t teleision h$s produed $nd deeloped distintie 5or6s o5n$rr$tie th$t inite #h$t h$e $lled JproduerlyK rel$tions #ith the te:t. +he series$nd the seri$l, #hih she h$r$teries $s teleisionDs do6in$nt n$rr$tie 5or6s, $re, she$r!ues, inherently 6ore open te:ts th$t the one-o55, o6pleted, losed n$rr$ties typi$lo5 the noel $nd 5il6.

+he teleision seri$l, typi5ied by the so$p oper$ <see h$pter 10=, dep$rts 5ro6 tr$dition$ln$rr$tie struture in $ nu6ber o5 #$ys, the 6ost obious bein! the #$y th$t its 6$ny plots neer re$h $ point o5 losure, $nd its $bsene o5 $ny ori!in$ry st$te o5 eGuilibriu65ro6 #hih they dep$rted. ut Feuer <198;= does point out th$t there is $n un#ritten $ndun$hieed ide$l o5 the st$ble, h$ppy 5$6ily $!$inst #hih $ll the disruptions $re plotted.

(he $lso 6$*es the point th$t tr$dition$l n$rr$tie theories $re better $t desribin!J6$sulineK n$rr$tie, suh $s the opI$denture sho#, th$n J5e6inineK n$rr$tie, suh $sthe so$p oper$. %en so, the series, #hile re$hin! $ resoundin! onlusion to e$hepisode, neer resoles the on!oin! situ$tion. +he polie 5ore is en!$!ed in $ onst$nt#$r $!$inst ri6e, The .;Team h$s $ onst$nt supply o5 Jlittle peopleK #ho need its help be$use o5 the li6it$tions o5 the o55ii$l $!enies o5 l$# $nd order. (i6il$rly %$ton<1981= $r!ues th$t in teleision sito6s, the o6edy 6$y be resoled e$h #ee*, but thesitu$tion neer is. +he synt$!6$ti h$in o5 eents 6$y re$h $ losure, but the p$r$di!6$ti oppositions o5 h$r$ter $nd situ$tion neer $n. t is $ reGuire6ent o5teleisionDs routine repetition th$t its stories $n neer be 5in$lly resoled $nd losed o55.(i6il$rly, h$pter 1 $r!ues th$t the onention$l, repetitious n$ture o5 the ne#s 6e$nsth$t its stories, ho#eer 5or6$lly they 6$y be losed o55, neer re$lly end there #ill

$l#$ys be 6ore terrorists, 6ore politi$l on5erenes, 6ore 6urders, 6ore dis$sters,6ore *ittens in trees, to6orro#, ne:t #ee*, or ne:t 6onth. +he n$rr$tie tension bet#eeneGuilibriu6 $nd disruption is $l#$ys there.

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+eleisionDs sense o5 ti6e is uniGue in its 5eel o5 the present $nd its $ssu6ption o5 the5uture. n so$p oper$, the n$rr$tie ti6e is $ 6et$phori$l eGui$lent o5 re$l ti6e, $nd the$udienes $re onst$ntly en!$!ed in re6e6berin! the p$st, en?oyin! the present, $nd preditin! the 5uture. n series, the 5uture 6$y not be p$rt o5 the die!eti #orld o5 then$rr$tie, but it is insribed into the institution o5 teleision itsel5 the h$r$ters 6$y not

$t $s thou!h they #ill be b$* #ith us ne:t #ee*, but #e, the ie#ers, *no# th$t they#ill. +he sense o5 the 5uture, o5 the e:istene o5 $s yet un#ritten eents, is $ spei5i$llyteleisu$l h$r$teristi, $nd one th$t #or*s to resist n$rr$tie losure.

t $lso 6$*es the her6eneuti ode #or* di55erently. +eleisionDs Jne#nessK 6$*essuspense see6 re$l, not 6$nu5$tured, $nd inites the ie#er to JlieK the e:periene o5solin! the eni!6$, r$ther th$n be told the proess o5 its $lre$dy $hieed $nd reordedresolution. +he story $ppe$rs to be h$ppenin! now, its 5uture to be still un#ritten. (o in



so$p oper$, in sport, in Gui sho#s, the her6eneuti ode is 6ore i6per$tie, theen!$!e6ent it reGuires is 6ore JeGu$l, K 5or both n$rr$tie $nd ie#er $ppe$r to beeGu$lly l$*in! in *no#led!e $s they lie throu!h the eni!6$Ds resolution. +his is $ 6oreen!$!ed $nd e6po#erin! re$din! rel$tion th$n th$t o55ered by the noel or by 5il6.

Ch$pter ; $r!ued th$t the teleision te:t #$s typi$lly se!6ented. %llis <1982= s$ys th$t$n e55et o5 this is suession, r$ther th$n onseGuene. +he ineit$ble seGuene o5 $use$nd e55et th$t 6$r*s the pro!ression o5 the tr$dition$l n$rr$tie to its point o5 resolutionis onst$ntly interrupted in teleision by $dertise6ents, pro6os, spot $nnoune6ents,$nd so on. +he sel5-su55iieny o5 the sin!le die!eti #orld o5 tr$dition$l re$list n$rr$tie$n neer be 6$int$ined in teleision. @n si6il$r lines Feuer <198;= $r!ues th$t teleisionh$s three die!eti #orlds th$t onst$ntly interset $nd interrupt e$h other - th$t o5 theteleision pro!r$6, th$t o5 the $ds $nd pro6os, $nd th$t o5 the ie#in! 5$6ily.

+hese interruptions o5 the n$rr$tie th$t 5r$ture its die!eti #orld $re h$r$teristi o5the $pp$r$tus o5 teleision, th$t is, o5 its o66eri$l 6i: o5 pro!r$6s $nd $dertise6ents$nd o5 its do6esti 6ode o5 reeption, #hih 6e$ns th$t it 6$y be #$thed eitherontinuously or interruptedly, $ordin! to the #$y the ie#er inserts it into herIhis

do6esti routine. t is $r!u$ble th$t #o6enDs do6esti routine is the 6ost insistent $ndinterruptie <see h$pter 10= so the 5e6inine n$rr$tie o5 the so$p oper$ is le$st li*e thetr$dition$l losed n$rr$tie $nd 6ost $6en$ble to bein! ie#ed #ith di55erenti$l 6odes o5$ttention. ts die!eti #orld is not only 5r$!6ented into its 6ultiple plots, but isinterrupted by its $dertise6ents in $ #$y th$t Flitter6$n <1983= $r!ues is uniGue. (hesu!!ests th$t the $ds $i6ed $t #o6en $nd inserted in the d$yti6e so$ps $re 6ini-n$rr$ties th$t be$r $n inerse rel$tionship to the n$rr$tie struture o5 the pro!r$6s. +he$ds $re losed n$rr$ties th$t re$h $ suess5ul, i5 te6por$ry, losure. +he proble6 o5st$ined shirts, 5$i$l #rin*les, or 6uddy 5loors #hih disrupts the Jnor6$lK st$te o5eGuilibriu6 <ideolo!i$lly proposed $s $ st$te o5 per5et hy!iene, be$uty, $nd$!elessness= is soled by the hero-produt #hih restores $n enh$ned order. ut, li*e the

episodi sito6, the resolution is te6por$ry $nd 5r$!ile, $nd in no #$y touhes the b$sisitu$tion o5 dirt-be$rin! hildrenIhusb$nds or the p$ss$!e o5 ti6eIyouthIbe$uty #hihonstitutes the on!oin! proble6s o5 the house#i5e. +he $ds, Flitter6$n $r!ues,o6ple6ent the pro!r$6 by proidin! $ li6ited sense o5 $hiee6ent $nd s$tis5$tion#hih is onst$ntly de5erred in the n$rr$tie o5 the pro!r$6 itsel5. ut they do 6ore th$nthis, they 5reGuently $ddress the ie#er diretly, $*no#led!in! the brid!e$ble !$p bet#een their die!eti #orld $nd th$t o5 the ie#in! house#i5e. +hey 6$*e e:pliit thesense o5 inti6$y bet#een the teleisu$l #orld $nd th$t o5 the ie#er in $ #$y th$t bre$*sthe sel5-ont$inedness o5 teleisionDs die!esis by presentin! it not $s $ sep$r$te #orld<li*e th$t o5 $ 5il6 or $ boo*= but $s $ p$rt o5 the Jre$lK #orld o5 the ie#er. +he ie#er#illin!ly enters into this illusion to inre$se her ple$sure <see h$pters $nd 9= $nd in so

doin! inter$ts #ith the #orld o5 teleision in order to re$te $ 6e$nin!5ul rel$tionship bet#een it $nd her #orld. (he uses $rthesDs re5erenti$l $nd se6i odes positiely inorder to onstrut brid!es bet#een her Jli5e $s ultureK $nd the represent$tion$l #orld onteleision. (he is $ #riterly ie#er o5 $ #riterly te:t.

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M$suline n$rr$ties, suh $s The .;Team( $lso inter$t #ith their $ds in $ si6il$r #$y,thou!h here the rel$tionship is reersed. +he 6$suline pro!r$6 loses #ith suess5ul$hiee6ent, but the $ds o5ten e6ph$sie the 6e$ns to th$t $hiee6ent r$ther th$n the$hiee6ent itsel5. ds 5or $rs $nd po#er tools e6ph$sie the 6eh$ni$l e:tensions o5the 6$suline body, $nd beer $ds pro6ise 6$le bondin! $nd the J5eelK o5 6$sulinity<see h$pter 11=. ut the e55et is the s$6e, the $ds 6edi$te bet#een the die!eti #orld o5the pro!r$6 $nd the #orld o5 the ie#er - they sho# th$t the die!eti #orld is noto6plete #ithin itsel5, but th$t its bound$ries $n be bro*en #here it intersets #ith theJre$lK #orld o5 the ie#er.

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Reent 6$suline n$rr$ties, suh $s Miami Aice $nd, o$sion$lly, !unter , do not #$it5or the $ds to 5r$ture their die!eti #orld, but use pop son!s in the sound tr$* to rel$teout o5 the #orld o5 the n$rr$tie $nd into the ultur$l li5e o5 the ie#erDs preiouse:periene o5 the son! or, interte:tu$lly, to ro* ideo or M+B <see h$pter 13=. +hedie!esis is 5r$tured by e6ph$siin! $nd e:ploitin! the ultur$l #or* o5 $rthesDsre5erenti$l ode.

+he interte:tu$lity o5 teleision #hih rosses die!eti #orlds is typi$lly 6ore e:pliitth$n th$t o5 the noel or 5il6. Feuer <198;= notes so6e e:$6ples o5 deliber$tee:ploit$tion o5 this, suh $s #hen $ tr$u6$ dr$6$ on teen$!e suiide is 5ollo#ed by $disussion pro!r$6 on the proble6. (i6il$rly Threads, $ 5ition$l tele6oie on thee55ets o5 $ nule$r #$r $nd the nule$r #inter, #$s 5ollo#ed by e:pert o66ent bysientists $nd politii$ns on the Jre$l #orldK proble6. Co66eri$lly the interdie!etire5erenes $re e:ploited by insertin! $ds sho#in! rystleILind$ %$ns e:tollin! her br$nd o5 os6etis in ynasty, in #hih she is $ 6$?or h$r$ter. ds in #hih sports6enor sports#o6en endorse $ produt $re 5reGuently inserted into sports bro$d$sts in #hihthey $re per5or6in!. less intention$l, but no less si!ni5i$nt, ustr$li$n e:$6ple

ourred in $ o66eri$l bre$* th$t ont$ined $ st$tion identi5i$tion 5or Ch$nnel "ine$nd $ pro6o 5or The Flying octors, $ pro!r$6 to be sreened l$ter in the eenin!. +he pro6o preie#ed one o5 the plotlines #hih onerned the dr$6$ o5 $ pre!n$nt #o6$n in$ re6ote rur$l $re$ needin! the series o5 the Flyin! otorsD te$6. Ch$nnel "ineDsidenti5i$tion onsisted o5 $ r$pid series o5 portr$its o5 typi$l Jre$lK 'est ustr$li$ns,one o5 #hih sho#ed $ pre!n$nt #o6$n bein! helped into $ Jre$lK Flyin! otorsD$irr$5t. +his blurrin! o5 the distintions bet#een the 5ition$l $nd re$l repli$tes thedeni$l o5 !enre di55erenes bet#een 5ition, 5$t, $nd $dertise6ent, $nd redues the po#er o5 the te:t to onstrut $ ie#in! sub?et position. +he te:t $n only su!!est th$tthe $rious die!eti #orlds $re rel$ted, not sel5-ont$ined it $nnot spei5y the lin*s th$tthe ie#er 6$*es bet#een the6.

+eleision ie#in! is 6ore inter$tie th$n either ine6$ spet$tin! or noel re$din! $ndonseGuently its n$rr$ties $re 6ore open to ne!oti$tion. +he se!6ented, 5r$tured n$tureo5 teleision, its produerly te:ts, $nd its $tie $udienes, o6e to!ether to oppose $ny5ores o5 losure #ithin its n$rr$tie strutures.

+he strutur$list theories o5 n$rr$tie h$e outlined here h$e deeloped l$r!ely 5ro6studies o5 5ol* t$les or le!ends the 6ore sophisti$ted n$rr$tie 5or6s o5 so6e noels





Ch$r$ter represent$tion on teleision di55ers si!ni5i$ntly 5ro6 the ine6$ or the$ter,$nd this di55erene $rises 5ro6 t#o pri6e teleisu$l h$r$teristis its series or seri$l5or6, $nd its Jne#nessK or Jlieness. K +eleision relies on re!ul$rity o5 shedulin! toest$blish $ routine. +he o66eri$l intentions o5 this $re obious - it !ets people into theh$bit o5 ie#in! $ p$rtiul$r pro!r$6 $t $ p$rtiul$r ti6e e$h d$y or #ee*, it $llo#s 5or proper pl$nnin! o5 prodution resoures, it en$bles $n $udiene to be predited in$d$ne $nd thus sold to $dertisers, $nd so on. +hus prodution houses li*e produin!series $nd seri$ls. series h$s the s$6e le$d h$r$ters in e$h episode, but e$h episodeh$s $ di55erent story #hih is onluded. +here is Jde$d ti6eK bet#een the episodes, #ithno 6e6ory 5ro6 one to the other, $nd episodes $n be sreened or repe$ted in $ny order.+he le$d h$r$ters $ppe$r to h$e $ li5e only in e$h episode, not bet#een the6, $nd donot !ro# or h$n!e $s episode 5ollo#s episode. (eri$ls, on the other h$nd, h$e the s$6eh$r$ters, but h$e ontinuous storylines, nor6$lly 6ore th$n one, th$t ontinue 5ro6episode to episode. +heir h$r$ters $ppe$r to lie ontinuously bet#een episodes, they!ro# $nd h$n!e #ith ti6e, $nd h$e $tie J6e6oriesK o5 preious eents. +he ne:tt#o h$pters #ill e:plore in 6ore det$il the di55erenes bet#een series $nd seri$ls $nd#hy one $ppe$ls to $ pri6$rily 6$suline $udiene $nd the other to $ 5e6inine. For the6o6ent #ish to o66ent on their si6il$rity, #hih lies in their onst$nt use o5 the

s$6e h$r$ters $nd o5 their on5l$tion o5 pl$yer #ith h$r$ter.

-149-

+he onst$nt repetition o5 $ h$r$ter 6e$ns th$t h$r$ters JlieK in si6il$r ti6e s$lesto their $udiene. +hey h$e $ p$st, $ present, $nd $ 5uture th$t $ppe$r to e:eed theirte:tu$l e:istene, so th$t $udiene 6e6bers $re inited to rel$te to the6 in ter6s o55$6ili$rity $nd identi5i$tion <$ proble6$ti ter6 th$t #ill be e:$6ined 6ore 5ully l$terin this h$pter=. +B h$r$ters h$e $ 5uture they #ill return to6orro#, or ne:t #ee*, $ndthe end o5 e$h episode h$s built into it the e:pet$tion o5 the ne:t, either e:pliitly inseri$ls or i6pliitly in series. +his o55ers the ie#er $ Guite di55erent rel$tionship to the

h$r$ter 5ro6 th$t o55ered by 5il6, #here the end o5 the 5il6 is nor6$lly the end o5 theh$r$ter. n this respet, popul$r ine6$ rese6bles teleision in its prodution o56ini$ture series, #hih it $lls JseGuelsK - Roc+y > , >> , >>> , $nd >A , Mad Ma< > , >> , $nd >>> , Rambo > $nd >> , the /$6es ond 5il6s, $nd so on.

yer <1979= h$s sho#n ho# tr$dition$l ine6$ st$rs brin! the ontinuity o5 their preseneto the $rious h$r$ters they pl$y - the /ohn '$yne #estern hero is $l6ost the s$6e5ro6 5il6 to 5il6 despite the di55erent Jh$r$terK 5illin! the hero role. ut they $re stars; the ontinuity lies in their Jre$l li5eK presene, not in th$t o5 the h$r$ters they portr$y.

L$n!er <1981= 6$*es the point th$t +B de$ls not #ith st$rs but #ith person$lities - st$rs

h$e $ !l$6or th$t sets the6 $p$rt 5ro6 $nd $boe their 5$ns person$lities h$e $5$6ili$rity th$t o55ers their 5$ns $ 6uh 6ore inti6$te, eGu$l rel$tionship. Cl$ssiAolly#ood st$rs #ere bi!!er th$n their roles, $nd #ere re6e6bered or pro6oted by theiro#n n$6es not those o5 their h$r$ters. +eleision person$lities 6er!e into theirh$r$ters or $re sub6er!ed by the6. /. R. %#in! $nd L$rry A$!6$n $re $l6ostindistin!uish$ble. +o6 (elle* is M$!nu6 or M$!nu6 is +o6 (elle*. Mr + $nd . .$re so on5used th$t so6e 5$ns $re unert$in #hih is the $tor $nd #hih is the h$r$ter.'here ine6$ produes series o5 5il6s, $nd thus #here it 6ost losely rese6bles



teleision, the s$6e 6er!in! ours - (ilester (t$llone is Ro*y, Clint %$st#ood is irtyA$rry the trend #$s st$rted, $s #ere so 6$ny, by the /$6es ond 5il6s - ($n Connery#$s 6ore o6pletely $nd o6ple:ly /$6es ond <see ennett 1983b, $nd ennett $nd'ooll$ott 1987= th$n $l6ost $ny other st$r-h$r$ter on5l$tion.

-10-

+he Jre$lnessK !ien to the h$r$ter by its 6er!in! #ith the pl$yer, o6bined #ith its5$6ili$rity $nd its Jne#ness, K !ie teleision h$r$ters $ uniGue rel$tionship #ith their5$ns. +hese h$r$teristis $lso blur the di55erene bet#een 5$t $nd 5ition hilonohue, '$lter Cron*ite, Robin $y, $nd $ll the hosts $nd hostesses o5 h$t $nd !$6esho#s, the ne#s re$ders, the reporters, $nd the o66ent$tors use their o55-sreen or re$l-li5e person$lities to 6$*e their on-sreen roles $ppe$r 6ore Jre$lK in preisely the s$6e#$y th$t the pl$yers do in series $nd seri$ls. Aobson <1982= h$s sho#n ho# the pl$yers inthe %n!lish so$p oper$ Crossroads hoose their o#n ostu6es - ostu6in! the h$r$ter beo6es the s$6e $s dressin! the6seles $nd their t$ste !u$r$ntees the $uthentiity o5the h$r$terDs $ppe$r$ne.

ll this su!!ests th$t h$r$ter portr$y$l on teleision #or*s to deny the di55erene bet#een the re$l $nd the represent$tion in both the prodution $nd the reeption proesses. +his ie# $ords #ell #ith the theory o5 re$lis6 outlined in h$pter 2 #hih$r!ues th$t denyin! or dis!uisin! the di55erene bet#een the re$l $nd its represent$tionh$s $ nu6ber o5 ideolo!i$l e55ets. +hese e55ets ste6 5ro6 the #$y th$t Jthe re$lK isused to $uthenti$te the represent$tion #hih is thus !r$nted $n ob?etie st$tus - the re$l$ppe$rs to e:ist in its o#n ri!ht $nd the represent$tion is ?ud!ed $ordin! to ho# loselyit $ppro:i6$tes to it the represent$tion is seen $s re5letie, not produtie.(trutur$lis6, #ith its e6ph$sis on disourse, reerses this $nd uses the represent$tion to

Guestion #h$t is $epted $s the re$l. n its e:pl$n$tion o5 represent$tion $nd, $s #e sh$lltr$e in this h$pter, in its re$din! str$te!ies, strutur$lis6 thus opposes re$lis6.

□ Realist and str/ct/ral approaches

'hen studyin! the represent$tion $nd reeption o5 h$r$ter on teleision #e $nuse5ully be!in by usin! theories o5 re$lis6 $nd strutur$lis6 $s opposin! pol$rities,#hih $tu$lly onstitute di55erent ideolo!i$l re$din! str$te!ies. <t is, by no#, #idely$epted th$t the prodution o5 i6$!es is $n ideolo!i$l proess, but 5e#er reo!nie th$tJre$din!K is eGu$lly ideolo!i$l. =

t one end o5 the s$le, then, #e h$e #h$t sh$ll $ll the re$listi theory o5 h$r$ter, $tthe other the strutur$l or disursie. Re$lis6 proposes th$t $ h$r$ter represents $ re$l person. +he te:t proides us #ith $ur$te $nd $deGu$te 6etony6i pointers to theh$r$teristis o5 the person bein! portr$yed #e, the ie#ers, then $ll upon our li5ee:periene o5 underst$ndin! re$l people <5or soi$l e:periene $lso !ies us only6etony6i pointers o5 #h$t so6eone is Jre$llyK li*e= to 5ill out these h$r$teristis inour i6$!in$tion so th$t #e 6$*e the h$r$ter into $ Jre$lK person #ho6 #e J*no#K $nd#ho h$s $ Jli5eK outside the te:t.



-11-

'h$t n! <198= $lls the Jideolo!y o5 popul$r ultureK inites us to e$lu$te this proess in t#o #$ys. n liter$ture or hi!hbro# dr$6$, it is the 6$r* o5 the s*ill $nd $rt o5the $uthor to re$te suh h$r$ters, the ones th$t %. M. Forster $lls round, $s opposed to5l$t. Ch$t6$n <1978= #rites

'e re6e6ber Sround h$r$tersT $s re$l people. +hey see6 str$n!ely 5$6ili$r. Li*e re$lli5e 5riends $nd ene6ies it is h$rd to desribe #h$t they $re e:$tly li*e. . . . Roundh$r$ters 5untion $s open onstruts, suseptible o5 5urther insi!ht. @ur Jre$din!s outK$re not li6ited to the $tu$l period o5 i66edi$te ont$t #ith the te:t. +he h$r$ter 6$yh$unt us 5or d$ys or ye$rs. <p. 132=

r$dleyDs <1904= #or* on (h$*espe$reDs tr$!edies is o5ten seen $s the one th$test$blished $nd $lid$ted this tr$dition in it he tre$ts (h$*espe$reDs heroes $nd heroines$s i5 they #ere re$l people #ith independent lies outside the pl$ys, $nd uses this psyholo!i$l re$lis6 to proe (h$*espe$reDs !enius.

'hen this on5usion bet#een $ h$r$ter $nd $ re$l person ours, ho#eer, in 5or6s th$tthe ideolo!y o5 popul$r ulture de$lues, suh $s so$p oper$, its e55ets $re derided, not pr$ised. +he so$p oper$ 5$ns #ho 5$nt$sie h$r$ters into re$l people <so6eti6es to thee:tent o5 #ritin! the6 letters= $re derided 5or their stupidity #hile ritis suh $sCh$t6$n or r$dley $re pr$ised 5or their insi!ht. n 5$t, the 5$ns $nd the liter$ry ordr$6$ti ritis both ret$in, een i5 in $ suppressed 5or6, the $#$reness o5 the di55erene bet#een $ h$r$ter $nd $ person the illusion o5 re$lis6 is only $s o6plete $s #e $llo#or #ish it to be.

Nsin! psyholo!i$l re$lis6 $s $ #$y o5 underst$ndin!, respondin! to, $nd e$lu$tin!h$r$ter portr$y$l is $s #idespre$d $s it is $nd $ppe$rs $s n$tur$l $nd $s o66onsensi$l

$s it does, be$use it 5its so #ell into the ideolo!y o5 indiidu$lis6 #ith its insistene onthe uniGueness $nd onsisteny o5 the sel5. Li*e re$lis6, indiidu$lis6 sees the sel5 $s the pri6e site 5or uni5yin! $nd 6$*in! sense o5 e:periene $ uni5ied sense o5 e:periene produes $nd is produed by $ uni5ied sense o5 the sel5. +his sel5 is uniGue $nd di55erent5ro6 other seles its ori!ins $re r$rely e:$6ined but $re $ssu6ed to be n$tur$l, or biolo!i$l, r$ther th$n soi$l. +he uniGueness $nd n$tur$lness o5 the hu6$n body $reo5ten used $s $ dis!uised 6et$phor to $uthenti$te the uniGueness o5 the sel5. +hus theuniGue physi$l h$r$teristis $nd bio!r$phies o5 $tors $nd $tresses $re used to$uthenti$te the uniGue JselesK o5 the h$r$ters they portr$y. +his 5ore!roundin! o5 thesel5 pushes the soi$l or politi$l di6ension into the b$*!round, #hih is #hy this 5or6o5 l$ssi re$lis6 is o5ten ritiied 5or its tendeny to depolitiie soi$l issues $nd to

resole the6 throu!h indiidu$li$tion. +hus, the proble6 o5 $ soi$lly depriedhildhood $n be JsoledK by $ h$ppy 6$rri$!e the solution is 5ound in the re$l6 o5 theindiidu$l #here$s the proble6 is lo$ted in the soi$l. ndiidu$lis6 dierts $ttention$#$y 5ro6 $ny Guestionin! o5 the soi$l syste6, 5or indiidu$l JsolutionsK to soi$l proble6s $re $l#$ys possible, $nd this, #hen oupled #ith the belie5 in the pri6$y o5the sel5, 5its #ith $nd underpins the role o5 re$lis6 in n$tur$liin! bour!eois ideolo!y.

-12-



n ontr$st to re$lis6, strutur$lis6 $nd disourse theory 5ous on the 6ode $nd 6e$ns o5represent$tion. n this $ppro$h h$r$ter is seen $s $ te:tu$l deie, onstruted, li*eother te:tu$l deies, 5ro6 disourse. @n teleision the physi$l presene o5 the pl$yer isused, not to $uthenti$te the indiidu$l sel5, but to e6body <liter$lly= disourse $ndideolo!y. n the strutur$list in5letion o5 this position, $ h$r$ter $nnot be understood$s $n indiidu$l e:istin! in his or her o#n ri!ht, but only $s $ series o5 te:tu$l <$ndinterte:tu$l= rel$tions. +he 6ost obious o5 these $re the rel$tionships #ith otherh$r$ters. (ue %llen in allas $n only be understood in ter6s o5 her sub?etion to /. R.$nd in her rel$tionship to $6el$ $nd $6el$Ds loin! rel$tionship to obby. (ue %llen isde5ined in p$rt by her rel$tionship o5 si6il$rity $nd di55erene to $6el$ - both $re#o6en 6$rried to 6$r*edly p$tri$rh$l %#in!s, but both e:hibit di55erent 5e6inineh$r$teristis #ithin the p$tri$rh$l p$r$di!6 one is #h$t the other is not $nd the6e$nin!s o5 one $re e:pli$ble only in ter6s o5 the 6e$nin!s o5 the other. +he 5$nsstudied by n! <198= $re $#$re o5 this - thou!h they try to desribe e$h #o6$n $s $nindiidu$l, they onst$ntly 5$ll b$* on her di55erene 5ro6 the other, they eer bet#eenre$list $nd disursie re$din! str$te!ies

$6el$ $ nie !irl < 5ind her $ #o6$n o5 h$r$ter she $n be nie, but n$sty too=. (ue

%llen h$s h$d b$d lu* #ith /. R., but she 6$*es up 5or it by bein! $ 5lirt. donDt li*e her6uh. nd sheDs too sh$rp-ton!ued. < Letter 1=

'hy do #$th allas eery +uesd$yH M$inly be$use o5 $6el$ $nd th$t #onder5ulloe bet#een her $nd obby. 'hen see those t#o 5eel #$r6th r$di$tin! 5ro6 the6. . .. $lso 5ind the rel$tionship bet#een Miss %llie $nd /o* nie, but D6 s$rely interested$t $ll in /. R. $nd (ue %llen. < Letter 8=

(ue %llen ?ust fantastic, tre6endous ho# th$t #o6$n $ts, the 6oe6ents o5 her 6outh,h$nds, et. +h$t #o6$n re$lly enters into her role, loo*in! 5or loe, snobbish, in short $re$l #o6$n. $6el$ $ $rbie doll #ith no 5eelin!s, o6es oer $s 5$lse $nd

unsy6p$theti <$ #$:en robot=. < Letter #=

-13-

(ue %llen is de5initely 6y 5$ourite. (he h$s $ psyholo!i$lly belie$ble h$r$ter. sshe is, $6 6ysel5 to $ lesser de!ree <J*no*in! oneDs he$d $!$inst $ #$ll one tooo5tenK= $nd #$nt to be S$ttr$tieT. . . . $6el$ pouts, $nd is too s#eet. < Letter #7 =<p.124=

+he ide$ o5 h$r$ter $s $ disursie, te:tu$l struture 5its #ith the notion o5 the sub?etr$ther th$n the sel5. +he sub?et is itsel5 $ soi$l $nd disursie struture, #hih ont$ins

ontr$ditions $s our soi$l e:periene ont$ins the6. +hese ontr$ditions 6$y besuppressed, but they $re neer resoled, $nd $re $l#$ys there #$itin! to be re$ti$ted.Re$lis6, #ith its n$rr$tie losure $nd stress on the unity o5 the sel5, #or*s to denyontr$ditions in both the te:t $nd the re$din! sub?et disourse theory $nd l$terdeelop6ents o5 strutur$lis6, on the other h$nd, #or* to e:ploit these ontr$ditions$nd $ti$te the6. +his disursie ie# o5 h$r$ter $lso sees h$r$ter $s h$in! $soiopoliti$l di6ension thus (ue %llenDs drin*in! $n be re$d $s $ 6et$phor, ordispl$ed $rtiul$tion, o5 #o6enDs helplessness in the 5$e o5 their subordin$tion in



p$tri$rhy it is less $n insi!ht into her person$lity th$n $ te:tu$l e:pression o5 her po#erlessness in the 5$e o5 /. R. Ds se:u$l $nd eono6i politis. @5 ourse, the te:t $n be re$d either #$y, or both #$ys, (ue %llenDs drin*in! $n be either $n insi!ht into herh$r$ter or $n en$ted 6et$phor o5 5e6inine helplessness in the 5$e o5 p$tri$rh$l po#er, or both the point is th$t it is the re$der $nd his or her ideolo!y o5 re$din! th$t$ti$tes either the indiidu$l psyholo!i$l re$din!, or the disursie soio-politi$l one,or both in $ryin! proportions o5 e6ph$sis.

Re$lis6 inites us to re$d h$r$ter psyholo!isti$lly $s the represent$tion o5 $ uniGueindiidu$l this init$tion is li*ely to be $epted by those #ho $o66od$te the6seleso65ort$bly to the do6in$nt ideolo!y $nd the indiidu$lis6 th$t is so entr$l to it. utthose #ho $re positioned 6ore opposition$lly $re 6ore li*ely to re$d h$r$terdisursiely, $s $n e6bodi6ent o5 soi$l $lues $nd their 5untions in the n$rr$tie.isursie re$din! str$te!ies disour$!e identi5i$tion $nd pro6ote $ rehti$n riti$l$lien$tion bet#een ie#er $nd h$r$ter <see belo#=. isursie re$din!s e6ph$sie thesoi$l, re$listi re$din!s the indiidu$l disursie re$din!s $re thus 6ore r$di$l, re$listiones 6ore re$tion$ry. +he onentions by #hih h$r$ter is represented on teleision$re open enou!h to $llo# either re$din! str$te!y, or $ o6bin$tion o5 or $ltern$tion

bet#een the6, $ordin! to the politi$l orient$tion o5 the ie#er.

-14-

□ Reading character from the primary te4t

+hese di55erent re$din! str$te!ies $nd the ideolo!ies th$t underlie the6 #ill beo6ele$rer #ith $n $n$lysis o5 5our senes 5ro6 $ double episode o5 Cagney and Lacey. +he6$in plot onerns L$eyDs possible bre$st $ner $nd her re$tions to it, the 6$insubplot is $bout the dis$ppe$r$ne o5 $n 8-ye$r-old boy $nd the $bility o5 his bl$* sin!le p$rent, Mrs +$!!$rt, to $re 5or hi6 $deGu$tely. (enes 1 $nd 2 in the tr$nsript #ere

sep$r$ted in the pro!r$6 5ro6 3 $nd 4 by $ o66eri$l bre$*, ne#s he$dlines, $nd threeother senes l$stin! $ tot$l o5 si: 6inutes

"cene #

Mrs Taggart-s +itchen( she is pouring a cup of tea for Lacey$

LC%) 'eDll h$e 5liers 6$de up #ith th$t piture you !$e us o5 ein - theuni5or6ed o55iers $re !oin! to h$nd th$t out, plus #e $lso put his n$6e $nd desriptionin the n$tion$l o6puter 5ile. +h$n*s. <"he ta+es cup. =

+R+ #$l*ed $ll oer the nei!hborhood yesterd$y. #$l*ed 5or blo*s.

LC%) *no#, itDs $ hopeless 5eelin!.

+R+ 'hy #ould he #$nt to do so6ethin! li*e this to 6eH )ou *no# 6issed t#od$ys out o5 #or* $lre$dy $nd t$l*ed to 6y superisor $nd she tells 6e th$t 6i!ht noth$e $ ?ob to o6e b$* to.





C"%) . . . the one told you $bout. M$ry eth, heDs $ $ner spei$list $nd thin*you should see hi6 no#. . . . Listen to 6e, *no# youDre 5ri!htened, Dll !o #ith you i5you #$nt 6e to. . . . M$ry eth, #ill you t$l* to 6eH

LC%) +$l*H

C"%) )es.

LC%) )ou #$nt to t$l* $bout ho# #e 5eel in $se 6$ybe h$e bre$st $ner . . . @ .. . in $se 6$ybe h$e bre$st $ner. )ou !o 5irst. . . . +h$n*s 5or the h$t, Christine. tDs best i5 only one o5 us $pplies 5or the #$rr$nt, so Dll !o do#n to#n $nd you 5ind out#hether or not the 5liers $re re$dy.

<"he wal+s off lea'ing Cagney. =

C"%) <"houts down the street after her . = t doesnDt 6$tter ho# 5eel $bout it, it6$tters ho# you 5eel.

<Two passing blac+ youths turn and loo+ at her . =

"cene 1

Mrs Taggart-s +itchen$

+R+ (o th$tDs it. +h$tDs $ll youDre !oin! to do to try to 5ind hi6.

LC%) eliee 6e, Mrs +$!!$rt, i5 #e ould be doin! $nythin! else #eDd be doin! it.

+R+ tDs been $l6ost three d$ys. !uess you donDt send ops out there to loo* 5or$ lo# ino6e hild.

-1;-

LC%) M$D$6, een i5 #e h$d the personnel, #e donDt *no# #here else to loo* 5orhi6. Ae ould be $ny#here.

+R+ Loo*, i5 he #$s rih $nd #hite tell you #here heDd be. AeDd be ho6e be$use youDd 6oe he$en $nd e$rth to try to 5ind hi6.



C"%) Aey l$dy, D6 !ettin! re$l tired o5 your $ttitude. 'eDre doin! eerythin! #e$n, #eDe !ot nothin! else to !o on. "obody *no#s #here your son !oes or #h$t . . . .

LC%) Chris

C"%) . . . he does $5ter shool . . . .

+R+ (o #h$t $re you tryin! to s$y to 6e, you thin* ne!let hi6H

C"%) ?ust donDt underst$nd ho# you ould le$e $ hild . . . .

+R+ "o, youDre d$6n ri!ht you donDt underst$nd. )ou 6$*e $ nie s$l$ry p$idyou by the City, you $n $55ord $ b$bysitter or pri$te d$y $re. 6$*e 80 ents $boe

6ini6u6 #$!e $nd t$*e ho6e less th$n X130 $ #ee* $nd !ot $ hoie, ri!ht, bi!hoie, $n either p$y 5or d$y $re or p$y 6y rent.

LC%) Mrs +$!!$rt, thereDs City $!enies th$t . . . .

+R+ h. Ch$rity. 'el5$re. +he C $nd 5ood st$6ps is the s$6e $s 6$*e 5or 40hours . . . didnDt #$nt ein to !ro# up on h$ndouts, so #ent out $nd !ot 6ysel5

tr$ined $nd !ot $ ?ob so he ould see so6ebody st$ndin! on their o#n t#o 5eet. nd#h$t did it !et 6eH eople !oin! $round here tellin! 6e D6 $ b$d 6other be$use donDt

#$nt to st$y ho6e on #el5$re. 'ell, you $s* yoursel5, l$dy, #h$t #ould you do i5 you#ere 6eH

(ene 4



+he steps outside Mrs +$!!$rtDs $p$rt6ent buildin!.

C"%) er5et end to $ per5et d$y.

LC%) 'h$t do you e:petH (heDs in $ hell o5 $ bind tryin! to do it $ll by hersel5eeryd$y.

C"%) Co6e on, eeryoneDs !ot proble6s. t shouldnDt 6$tter to you . . . .

< youn! !irl runs p$st, h$sed by $ boy. = 'ho$, loo* outO

LC%) <!r$bs the boy by the l$pels $nd sh$*es hi6 iolently. = Aey, you le$e her$loneO

C"%) M$ry ethO

Let us use the disursie re$din! str$te!y 5irst. A$6on <1977=, Guoted in Fro# <198;=,de5ines h$r$ter $s

-17-$ bundle o5 rel$tions o5 si6il$rity, opposition, hier$rhy $nd disposition <itsdistribution= #hih it enters into, on the pl$ne o5 the si!ni5ier $nd si!ni5ied, suessiely$ndIor si6ult$neously, #ith other h$r$ters or ele6ents o5 the #or*.

+he rel$tions o5 si6il$rity, in this $se those o5 !ender, n$tion, pl$e, ti6e, $nd $!e, 5or6the soi$l 5r$6e th$t is not $lled into Guestion by the n$rr$tie but r$ther 5or6s theo66on ideolo!i$l !round upon #hih the di55erenes pl$y out their oppositions in then$rr$tie.

Fro# !oes on to e:pl$in th$t the si!ni5ied o5 h$r$ter is onstituted not only byrepetition, $u6ul$tion, $nd tr$ns5or6$tion, but $lso by its opposition$l rel$tion to otherh$r$ters.



+here $re three #o6en in these senes. +#o o5 the6 $re the onst$nt h$r$ters in theseries #ho h$e $u6ul$ted, by repetition, $ set o5 h$r$ter tr$its #ith #hih there!ul$r ie#er is 5$6ili$r. (o C$!neyDs sp$ti$l dist$ne $s she st$nds $p$rt 5ro6 L$ey$nd +$!!$rt is e$sily re$d $s her oldness, $loo5ness, #here$s L$eyDs physi$l pro:i6ityto +$!!$rt is re$d $s her h$r$teristi o5 #$r6th. +$!!$rt, on the other h$nd, is $onstrution o5 this episode, so she h$s 6ore li6ited $nd less 6$r*ed h$r$ter tr$its, $ndthose th$t she h$s $re !ener$l r$ther th$n indiidu$lied ones li*e the distr$u!ht 6other,the eono6i$lly depried, the sin!le p$rent, the bl$*. (he is #h$t $rthes <197$= $lls$ 5i!ure r$ther th$n $ h$r$ter, th$t is, $n e6bodi6ent o5 $lre$dy enoded ultur$lJse6esK <in this $se Jthe #o6$n iti6, K Jthe robbed 6otherK= upon #hih the 6oreindiidu$liin! se6es o5 h$r$ter $re oerl$id.

+$ble 9.1 6odels the rel$tions o5 opposition $nd si6il$rity $6on! the #o6en <the p$renthesied h$r$teristis 5or +$!!$rt $re te:tu$lly un6$r*ed $nd thus rel$tielyunsi!ni5yin! they $re the se6es th$t, i5 6$r*ed, #ould help to li5t her 5ro6 5i!ure toh$r$ter=.

'h$t is stri*in! $bout this list is the preponder$ne o5 tr$its th$t $re not deried 5ro6 the

n$ture o5 the indiidu$l, but $re soi$l, politi$l, or eono6i in ori!in. nd, in the $seo5 +$!!$rt, #ith its $bsene o5 $u6ul$tion $nd repetition, they $re $l6ost e:lusielyso. +his disursie or strutur$list re$din! str$te!y ree$ls ho# e$sily h$r$ter in +Bdr$6$ 6$y be re$d not $s the represent$tion o5 psyholo!i$lly l$yered $nd 6oti$tedindiidu$ls but $s $ 6etony6i represent$tion o5 soi$l positions $nd the $luese6bodied in the6. +hese $lues $re deeply enoded in the Jsy6boli odesK <$rthes197$= o5 the ulture, the odes th$t or!$nie our underst$ndin!s $round suh5und$6ent$l oppositions $s 6$le5e6$le, 6$rriedsin!le, or 5$6ily $reer. +hese $re thethe6$ti eGui$lent o5 the pre-psyholo!i$l, ultur$l odin!s th$t $rthes $lls J5i!ure. K+hey $re tr$ns5or6ed 5irst #hen they $Guire soi$l $nd politi$l $lues $nd then #henthey $re !ien the tr$ppin!s o5 indiidu$li$tion th$t $rthes $lls Jh$r$ter. K +his

sur5$e is #h$t the psyholo!isti, re$listi re$din! str$te!y re$ds. +he disursiere$din!, ho#

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Tale @1 The value structure of characters

Character trait Cagney Lacey Taggart

"imilarities

ender Fe6$le Fe6$le Fe6$le

"$tion N( N( N(

l$e Nrb$n <")= Nrb$n <")= Nrb$n <")=+i6e "o# "o# "o#

!e ri6e <plus= ri6e <plus= ri6e <plus=

ifferences

(oi$l

R$e 'hite 'hite <ethni= l$*

Cl$ss Middle Lo#er Lo#est



Character trait Cagney Lacey Taggart

Ao6e +rendy +r$dition$l hetto <not slu6=

Money Co65ort$ble +i!ht oor

ro5ession$l

+ype o5 ?ob otenti$l detetie ser!e$nt etetie (eret$ry

/ob 6oti$tion 6bition ($tis5$tion (el5-su55iieny

/ob re#$rd C$reer utyI(erie Money(oio-(e:u$l

+ype o5 #o6$n Modern +r$dition$l Biti6

M$rit$l st$tus (in!le M$rried (ep$r$ted

Loe st$tus "ot yet n loe Lost

$rent$l st$tus "o hildren Children Lost hild

hysi$l

ody (li6 ud!y <(li6=

A$ir londe runette <l$*=

F$e retty Ao6ely <retty=

erson$l (tyleo5 ressin! M$nnish-trendy Motherly-5ru6pish <Fe6$le=

o5 C$rin! +ou!h, so5t-entered (o5t, tou!h-entered %6otion$l, ino6petent

nterperson$l et$hed noled <roud=

n$lyti$l %:peri6ent$l <%6otion$l=

/ud!e6ent$l (y6p$theti <ependent=

"$6e +ou!h, 6$suline (o5t, 5e6inine o#n to e$rth

eer, p$sses throu!h this $ttr$tie sur5$e to see h$r$ter $s $n e6bodi6ent o5 $bstr$tsoi$l $nd politi$l $lues, $nd on5lit bet#een h$r$ters $s $n en$t6ent o5 soi$l

on5lit.

+he h$r$ter tr$its o5 C$!ney, L$ey, $nd +$!!$rt $ll 5or so6e *ind o5 $te!ori$tion, but resist it. +here is $ di55erene bet#een soi$l 6$r*ers o5 h$r$ter di55erene suh $sr$e, l$ss, 6$rit$l st$tus, $nd 6ore psyholo!i$lly presented ones suh $s the one h$e $lled Jstyle o5 $rin!K in order not to 5ore!round too stron!ly its psyholo!istidi6ension. +here is $lso $ potenti$l $te!ory o5 physi$l $ppe$r$ne $nd 6$nneris6s.+here $re $ nu6ber o5 proble6s th$t our #ith $ny $te!oriin! syste6. +he hoie o5$te!ories is neer sel5-eident, nor is the $sription o5 $ de5ined unit to its $ppropri$te$te!ory 5or inst$ne, J$ttitude to #or*K $n be, dependin! on the str$te!y o5 the re$der,$ psyholo!i$l tr$it or $ soi$l one. syholo!i$lly, C$!neyDs $6bition $n be seen $s $

5untion o5 her h$r$ter, but disursiely, it is re$d $s the politi$l re$tion o5 $ #o6$nto p$tri$rh$l subordin$tion. ut een #hen $ $te!ori$tion h$s been o6pleted,ho#eer $rbitr$rily, #e $re still no 5urther to#$rds underst$ndin! the rel$tionship bet#een the $te!ories, 5or 6e$nin! deries 5ro6 rel$tionship, not 5ro6 essenes. Forinst$ne, do #e re$d C$!neyDs 6$rit$l st$tus $s $n e55et o5 her $reer $6bitions, or $$use o5 the6H nd ho# do both rel$te to her physi$l h$r$teristisH

-19-



+he $te!ories $nd their rel$tionships $re not inherent in the te:t, but $re #$ys o5thin*in! they $re 6e$nin!-6$*in! proesses o5 the re$der, not p$rt o5 the physi$lstruture o5 the te:t, $nd e:pl$n$tion 5or the6 6ust be sou!ht in the soi$l rel$tions o5re$din!.

+he disursie theory o5 underst$ndin! o5 h$r$ter is polyse6i, be$use te:ts $re. h$r$ter is $ p$r$di!6$ti set o5 $lues th$t $re rel$ted throu!h strutures o5 si6il$rity$nd di55erene to other h$r$ters h$r$ter is $ on?unture o5 soi$l disourses held in $6et$phori$l rel$tionship to notions o5 indiidu$lity $nd e6bodied in the $ppe$r$ne $nd6$nneris6s o5 $n indiidu$l $tor or $tress. Ch$r$ter, then, is $n e6bodied ideolo!y,$nd is used to 6$*e sense o5 the #orld by the rel$tions o5 disourses $nd ideolo!y th$t ite6bodies.

+he re$listi re$din! o5 h$r$ter, on the other h$nd, proposes th$t the #orld is 6$desense o5 throu!h the pereptu$l $nd o!nitie proesses o5 the indiidu$l <ori!in$lly theh$r$ter $s indiidu$l, but 5in$lly the indiidu$l ie#er=. tions $nd eents $re #h$th$ppen to indiidu$ls $nd #h$t indiidu$ls do, $nd 6$*in! sense o5 the6 is essenti$lly5indin! $ oherene into #hih to uni5y the6. Nni5yin! 6e$ns losin! o55 $ltern$ties

$nd 5indin! JtheK <s$tis5$tory= 6e$nin!.

(o, in this str$te!y, the onnetions bet#een senes 1 $nd 2 #ould be 6$deJpsyholo!i$lly, K #ithin the oherene $nd onst$ny o5 the h$r$ters. L$eyDsin$bility to de$l #ith +$!!$rtDs soi$l $nd p$rent$l proble6 is p$rt o5 the Je:pl$n$tionK o5her in$bility to o6e to ter6s #ith her o#n physi$l proble6 $nd si6il$rly, C$!neyDsriti$l ie# o5 +$!!$rtDs person$l responsibility 5or her pli!ht Je:pl$insK her h$rshdeter6in$tion to 6$*e L$ey $#$re o5 her person$l responsibility to $t. C$!neyDs6is?ud!6ent o5 +$!!$rt $n be e:pl$ined in person$l ter6s - be$use she is sin!le, #ello55, $nd not $ p$rent she $nnot e6p$thie #ith +$!!$rtDs position in the #$y th$t L$ey$n. +he te:t $nnot tell us ho# to $ti$te it, the di55erene in re$din! deries 5ro6 $

di55erene o5 riti$l $nd ideolo!i$l pr$tie.

+he disursie re$din! o5 h$r$ter loo*s $lso to#$rds its uni5yin! po#er, but $ounts5or this di55erently. +hese t#o p$irs o5 senes $re rel$ted intern$lly $nd #ith e$h other be$use C$!ney $nd L$ey $re in e$h, $nd it is their o66on presene th$t rel$tes thesoiopoliti$l risis o5 the bl$*, sin!le 6other $nd her delinGuent hild in $ !hetto to the!ender-politi$l risis o5 the #or*in! 6other-#i5e #ith bre$st $ner.

-1;0-

Ch$r$ter still rel$tes $tions $nd eents, but not intern$lly. R$ther it proides $

5r$6e#or* o5 $lues by #hih to 6$*e sense o5 the6, it proides the 6e$ns o5 6$*in!sense r$ther th$n the site o5 th$t sense. +he $pp$rently unrel$ted eents in senes 1 $nd 2$re, in 5$t, rel$ted by the onsistent 5r$6e o5 $lues proided by the h$r$ter strutureo5 the three #o6en inoled. +hus the t#o bl$*s #ho, $t the end o5 (ene 2 loo* in$6$e6ent $s C$!ney shouts her onern 5or L$ey $re not ?ust lo$l olor, or #h$t$rthes <1977$= $lls Jre$lis6 oper$tors, K but inite us to 6$*e sense o5 L$eyDs terroro5 bre$st $ner by $ set o5 $lues #hih inlude 6$suline5e6inine, #hite bl$*,$d$nt$!eddis$d$nt$!ed, $nd #hih, throu!h their bl$*ness, rel$te to +$!!$rt. Nsin!



the s$6e set o5 $lues $s $ 6e$ns o5 oherene en$bles us to see $ si!ni5i$nt rel$tionship bet#een +$!!$rtDs physi$l he$lth but eono6i, soi$l, $nd 6$rit$l si*ness $nd L$eyDs physi$l si*ness but eono6i, soi$l, $nd 6$rit$l he$lth. +$!!$rtDs bl$*ness $nd poerty enter $ rel$tionship #ith L$eyDs physi$l si*ness th$t is 6utu$lly $lid$tin!.

re$st $ner $nd possible 6$steto6y $re physi$l si!ns o5 the iti6i$tion o5 #o6enin p$tri$rhy +$!!$rtDs po#erlessness is $ soi$l si!n o5 the s$6e iti6i$tion. %$h is $6et$phor 5or the other. +yne $ly, #ho pl$ys L$ey, is #ell $#$re o5 this onnetion

'hen $ly 5irst le$rned 5ro6 the sript#riters th$t she #ould h$e to pl$y $ $nerousL$ey, she #$s upset.

J didnDt #$nt to see the iti6i$tion o5 M$ry eth, K she s$ys. J si!ned on to pl$y thehero not the iti6. nd sort o5 $s $ !ener$l rule o5 thu6b, donDt #$nt to pl$y iti6s.D6 not 6$d 5or #o6en-in-?eop$rdy $s $n $rt 5or6. K

(he s$ys the sho#Ds #riters thou!ht the bre$st $ner story line #$s Jso ?uiy. #ish it#$snDt so ?uiy. ?ust #ish it #$snDt ?uiy $ny6ore in our soiety to see #o6enthre$tened. . . . D6 #e$ry o5 th$t, not only $s $n $tress but $s $n 6eri$n itien. K

<D". Today, Febru$ry 11, 198 3=

+his sense-6$*in! rel$tionship bet#een the physi$l $nd soi$l iti6i$tion o5 #o6enoper$tes only #hen h$r$ter is re$d $s $ disursie onstrut it is not p$rt o5 the pereptu$l $nd o!nitie li5e o5 the h$r$ters 5or it 5or6s no p$rt o5 the sense th$t they6$*e o5 their e:periene. R$ther it is sense th$t is 6$de #hen the disourses by #hihthe re$der 6$*es sense o5 herIhis soi$l e:periene $re used to Jre$dK the te:t, $nd thus tore$d the h$r$ters $s p$rt o5 th$t te:t. +he disourses <o5 !ender, r$e, eono6is, he$lth=th$t 6$*e sense o5 the inidents $nd settin!s $lso 6$*e sense o5 the h$r$ters.

+he h$r$ters uni5y disp$r$te $tions not throu!h their person$l e:periene o5 the6, butthrou!h their disursie struture $s $n e6bodi6ent o5 $n $bstr$t $lue syste6 by #hihsense is 6$de o5 the inidents. For $rthes <1977$= Jh$r$ters 5or6 $ neess$ry pl$ne o5desription outside o5 #hih the sli!htest reported $tionsD e$se to be intelli!ibleK <p.10=. +he h$r$ters not only uni5y senes #ithin $n episode, but episodes #ithin theseries, they $re the Jh$r$terK o5 the series in so 5$r $s they be$r its distintie 5e$tures,its ideolo!i$l pr$tie, $nd $re the 6$in $!ents 5or Jh$ilin!K $nd then interpell$tin! the prospetie $udiene. t is h$r$ters #ho turn settin!s into $tions $nd eents, $nd in sodoin! oper$tion$lie the ideolo!i$l $lues o5 settin!s into the on5lits $nd losures o5the plot. Fi!ure 9.1 6odels this bro$d rel$tionship bet#een settin!s, $lues, $nd

h$r$ters.

-1;1-

Figure 9.1 Settings, val/es, and characters

http://www.questia.com/reader/action/prev/ib1496760g162001vpp.fpx







pro6ote the indiidu$listi, re$listi re$din! str$te!y. People <Febru$ry 11, 198= !ies$n $ount o5 the shootin! o5 this episode

Bisitin! +yne $ly in her tr$iler is li*e enterin! $ si*roo6. For $ #ee* she h$s beenliin! #ith the ert$inty o5 i6pendin! doo6. J+yne is $ ery intelletu$l $tress, K s$ys$rney Rosen#ei!, the e:eutie produer. s $ 6ethod $tress, she intern$lies the proble6s $nd $ttitudes o5 her role, $nd h$n!s on to the6 #ith $ terrierDs ten$iousness,6$*in! the6 her o#n 5or $s lon! $s she needs the6. Je5ore this episode st$rted, K(h$ron less s$ys, J+yne $6e to 6e $nd s$id, "o# listen, ho#eer tre$t you, donDtt$*e it person$lly. h$e $ner. D (he 5eels th$t she is liin! #ith this dise$se. e$use#e *no# her $nd #e loe her, #eDre !entle ri!ht no#. (heDs Guite 5r$!ile. K <p. 9=

-1;4-

tin! is $s 6uh $n ideolo!i$l pr$tie $s re$din! is. JMethodK $tin! is h$r$teristio5 $ bour!eois ideolo!y th$t e6ph$sies the indiidu$l rehti$n $tin! styles, ho#eer,6ini6ie indiidu$lis6 $nd stress the soi$l $nd politi$l di6ension o5 h$r$ter, $nd $rethus typi$l o5 $ le5t-#in! or 6ore r$di$l ideolo!i$l st$ne. t is not surprisin!, then,th$t 6ethod $tin! is $ h$r$teristi$lly 6eri$n shool, in th$t it 6ini6ies thedi55erene bet#een h$r$ter $nd pl$yer, 6obilies the psyholo!y o5 the pl$yer toonstrut $ re$l-see6in! psyholo!i$l e:istene 5or the h$r$ter, $nd in so doin! 6$*esthe body o5 the pl$yer deny the te:tu$lity o5 the h$r$ter

M$ry eth L$ey tr$ns6its the p$in throu!h her 5$e, her eyes, her #$l*, her oie, eery p$th o5 her body e:ept, perh$ps, her h$ir. For $ #ee* no# she h$s *no#n she h$s$ner, $nd the $#5ul truth h$s rede5ined her li5e. t h$s li*e#ise possessed $nd re6$dethe li5e o5 +yne $ly, the #o6$n #hose body she sh$res. t the C & L studios in %$stLos n!eles, M$ry eth h$s ?ust 5inished t$pin! $ sene in #hih she tries to sub6er!eher $n:iety $bout the lu6p in her bre$st #hile ounsellin! $ #o6$n #hose 8-ye$r-old son

h$s beo6e inoled #ith dru! de$lers. t is M$ry eth, not +yne $ly, #ho 6$*es her#$y b$* to the st$rDs tr$iler durin! $ bre$* in the t$pin!.

< People, Febru$ry 11, 198 94=

+he l$n!u$!e is interestin! here, 5or $t one point it su!!ests th$t the h$r$ter onstrutsthe $tress Jt h$s li*e#ise possessed $nd re6$de the li5e o5 +yne $ly, the #o6$n#hose body she sh$res. K +he body beo6es the 6et$phori$l ont$iner o5 the eGu$lidentities o5 M$ry eth L$ey $nd +yne $ly, the site o5 their o6plete identi5i$tion.

+horburn <1982= pro6otes the s$6e ideolo!i$l ie# o5 $tin! $lthou!h 5ro6 $n $estheti

position

+he teleision-$tor < sic= re$tes $nd ontrols the 6e$nin! o5 #h$t #e see on the sreen. .. . +eleision h$s $l#$ys h$llen!ed the $tor. . . . ts el$bor$te, en5ored obediene to$rious 5or6ul$s 5or plot $nd h$r$teri$tion irtu$lly reGuire hi6 to reoer 5ro6#ithin hi6sel5 $nd 5ro6 his bro$dly stereotyped $ssi!n6ent nu$nes o5 !esture,in5letion $nd 6oe6ent th$t #ill $t le$st hint $t indiidu$l or idiosynr$ti Gu$lities, <p.34=



-1;-

(eond$ry te:ts $t, $s ennett <1983b= puts it, $s Jultur$l oper$tors #hih be$r diretlyon those <pri6$ry= te:ts $nd preorient$te their re$din! by ultur$lly $ti$tin! the6 in p$rtiul$r #$ys. K ut these Jultur$l oper$torsK do not ori!in$te, but typi5y, the do6in$ntre$din! pr$tie. 'e do not need to h$e re$d either People or +horburn in order to re$dthe h$r$ter o5 L$eyI$ly in the #$y they propose, 5or both the do6in$nt re$din!str$te!y $nd the $rtile in People $re produts $nd produers o5 the s$6e do6in$ntideolo!y. +here5ore, si6il$r re$din! str$te!ies $re pro6oted een in p$pers #ith $s#idely di55erin! re$derships $s The )ew *or+ Times, M" , $nd People$ The )ew *or+Times <pril 3, 1984= Guotes $ly re!rettin! the $nell$tion o5 $n e$rly series o5 thesho# J+he h$r$ter h$dnDt stopped t$l*in! to 6e. K M" <pril 1984= Guotes her onresu6in! t$pin! $5ter $ bre$* JM$ry eth L$ey #$s still inside o5 her. re6e6ber this#o6$n, D she 5ound hersel5 thin*in! #hen she #$l*ed onto the set the 5irst d$y. KCh$r$teriin! the sho# $s $n e:$6ple o5 $ p$rtiul$r !enre $n $lso #or* $s $ ultur$loper$tor, 5or, $s #e s$# in h$pter 7, !enres $lso $ti$te re$din! str$te!ies. +he #$y th$tteleision ?ourn$lists $sribe Cagney and Lacey $riously to Jop sho#sK or J#o6enDssho#sK #ill $ti$te di55erent re$din!s. (hedulin! #or*s si6il$rly $s #ell. +he sho#

r$ted b$dly #hen sheduled $t 9.00 p.6. $5ter Magnum p$i$ #hih i6plied $ !eneril$ssi5i$tion $s J$tion dr$6$K sho#, but #hen 6oed to 10.00 p.6. on $ Mond$y, #ithth$t !eneri $sription o5 J$dultK or J#o6enDsK sho#, it topped the r$tin!s <thou!h$d6ittedly in $ period o5 reruns=.

+he 6ethodolo!i$l point here is th$t ennettDs notion o5 Jultur$l oper$torsK #hih$ti$te the te:t in $rious #$ys !ies us $ use5ul #$y o5 #$thin! re$din! str$te!ies $t#or*.

Most o5 these seond$ry te:ts pro6ote re$din!s th$t support the do6in$nt ideolo!y.+here $re, ho#eer, $ 5e# e:$6ples th$t $ti$te 6ore politi$lly interro!$tie re$din!s

o5 the sho# $nd its h$r$ters. +hus TA Guide tells us th$t $rney Rosen#ei!, the produer, #$s re$din! $ 5e6inist boo* #hen the ide$ 5or the series stru* hi6

A$in! ?ust 6et the ery 6odern #o6$n #ho #$s eentu$lly to beo6e his #i5e, $rneyRosen#ei! #$s pl$yin! onsiousness $thup by re$din! From Re'erence to Rape,Molly A$s*ellDs $n$lysis o5 #o6en in 5il6. n the boo* he $6e upon the notion th$tJneer in the history o5 Aolly#ood 6oies or teleision h$e t#o #o6en rel$ted to e$hother li*e "e#6$n $nd Red5ord in Butch Cassidy and the "undance id$K t sounded li*e$ !ood ide$, $nd C$!ney $nd L$ey #$s the result.

<Febru$ry 1;, 198 2;=

oth (h$ron less $nd +yne $ly $re $#$re o5 the politi$l i6port$ne o5 the sho# 5or#o6en, thou!h it is si!ni5i$nt th$t the 6edi$ typi$lly pl$e the eidene o5 this$#$reness in Guot$tion 6$r*s, so th$t it $ppe$rs to be si6ply the opinion o5 $n indiidu$l.+his ontr$sts 6$r*edly #ith the #$y th$t the 6ore bour!eois re$din!s $re !ien $superior position in the Jhier$rhy o5 disoursesK <M$C$be 1981$= by not bein! $sribedto $ n$6ed indiidu$l $nd thus bein! tre$ted $s Jo66on sense. K +he bour!eois oie is,one $!$in, e:no6in$ted. (o the politi$l i6port$ne o5 the sho# to #o6en is no#here



st$ted ob?etiely in the Jo66on senseK disourse o5 ?ourn$lis6, but is $l#$ys$ttributed to $ n$6ed, usu$lly 5e6$le, indiidu$l. +hus (h$ron less is Guoted

-1;;-

J'e #ere told $ lot #$s ridin! on the suess o5 the sho#, K less s$ys. J+h$tDs #hy #e5elt b$dly #hen it #$s $nelled - 5or teleision, 5or the 5uture o5 #o6en in teleision. K

<,ashington Post , pril 23, 1984=

6ore inisie politi$l $#$reness #$s sho#n by +yne $ly on le$rnin! th$t L$ey #$sto su55er 5ro6 bre$st $ner <Guoted $boe=. Aer #ish th$t Jit #$snDt ?uiy $ny6ore in oursoiety to see #o6en thre$tened. . . . D6 #e$ry o5 th$t, not only $s $n $tress but $s $n6eri$n itien, K preorients the re$der to eGu$te the politi$l iti6i$tion o5 #o6en in p$tri$rhy #ith L$eyDs physi$l iti6i$tion by bre$st $ner.

(h$ron less, too, is $#$re o5 the #$y th$t di55erent !ender politis $n produe di55erentre$din!s o5 C$!neyDs h$r$terIlessDs body. 'hen she too* oer the role o5 C$!ney,

the press didnDt 6$*e her ?ob $ny e$sier, b$d!erin! her $bout #hether she #ould brin!6ore Jse:inessK to the sho#. J+h$t bothered 6e $ lot be$use it su!!ested there #$s no femininity on the sho# be5ore her. 6$de sure to 6$*e her $ re$l stron! l$dy. K

<,ashington Post , pril 23, 1984=

lessDs le:i$l shi5t 5ro6 Jse:inessK throu!h femininity to J$ re$l stron! l$dyK is $disursie shi5t $nd there5ore h$s $ soiopoliti$l di6ension. J(e:inessK is 5ro6 $ne:pliitly p$tri$rh$l disourse, J5e6ininityK is 5ro6 $ disourse th$t $tte6pts ton$tur$lie !ender onstrution $nd di55erene in ter6s o5 the st$tus Guo $nd is there5orei6pliitly p$tri$rh$l, #here$s Jre$l stron! l$dyK is 5ro6 $ disourse th$t onsiouslyopposes $nd e:poses both the e:pliit $nd i6pliit p$tri$rhy o5 Jse:inessK $ndJ5e6ininity. K

ut not $ll the seond$ry te:ts pro6ote $ politi$l re$din! o5 the pro!r$6. ndeed, 6$nysho# ho# it is possible to Jre$d $!$instK its potenti$lly interro!$tie politis, $ndne!oti$te its 6e$nin!s b$* into the do6in$nt ideolo!y by l$belin! it J5e6inistK $nd so proidin! it #ith $ no6in$ted, $nd thus ont$in$ble, rel$tionship to the do6in$ntideolo!y. +he ?<aminer Guotes M$rtin oe, #ho pl$ys the p$rodi$lly 6$ho Bitorsbe*i JtDs re$lly $ 5e6inist sho# th$t 6$*es $ll the 6en loo* li*e #i6ps or stupid or ?ust pl$in b$d . . . itDs $pp$llin! ho# 6$ny ti6es De been e6$sul$ted on the sho#. K

+he $rtile is he$dlined JC$!ney $nd L$ey re (h$6in! the Men o5 6eri$K $nd ends#ith the 5e$r o5 $ <6$le= psyhother$pist th$t the sho# Jould $lter the ie# th$t the resto5 the #orld h$s $bout the N(K <pril 2, 198=.

-1;7-



+he rel$tionship bet#een the !ender politis o5 h$r$ter $nd the bro$der soi$l politiso5 the sho# is only r$rely 6entioned, $nd then sneerin!ly Penthouse $lls it $ op sho#5or the Jsoi$lly orretK <M$rh 198=, $nd Aogue #rites

+he t#o deteties ro$6 "e# )or* City s$yin!, J$$hhh *iss o55OK $nd Jutton it, #illy$HK $s they 5i!ht ri6e. ut the ri6e they 5i!ht is not ordin$ry ri6e. tDs soi$llysi!ni5i$nt ri6e. (pei5i$lly, itDs ri6e rel$tin! to #o6$n. . . . C$!ney $nd L$ey, $edeteties bu*in! the pre?udies o5 6$le ops, $re re$lly ?ust +BDs upd$ted p$*$!in!5or th$t old 5e6inist $n$the6$ the J#o6$nDs piture. K

<u!ust 1984=

+he politi$l si6il$rity o5 the re$ders o5 Aogue $nd Penthouse is obiously !re$ter th$ntheir !ender di55erene. Re$din! ri6e politi$lly inste$d o5 indiidu$lly is p$rt o5 thes$6e re$din! str$te!y $s the disursie re$din! o5 h$r$ter, $nd is 6oti$ted by the s$6eideolo!i$l st$ne in the ie#er. t is in the interests o5 the st$tus Guo to re$d h$r$ter $sthe represent$tion o5 $ re$l person r$ther th$n $s $ bundle o5 soi$l disourses $nd ri6e$s indiidu$lly, r$ther th$n soi$lly, 6oti$ted be$use this $llo#s the soi$l syste6 toes$pe interro!$tion, $nd $llo#s 5or $n indiidu$l solution to $ soi$l proble6. n this$se, +$!!$rtDs loe 5or her son JsolesK the proble6 o5 poor, bl$*, sin!le 6others $nddenies the need to Guestion the syste6 in #hih they stru!!le to surie.

yer <1981= 6$*es the point #ell #hen he l$i6s th$t the psyholo!isti theory o5h$r$ter represent$tion is essenti$lly bour!eois

+he peuli$rities o5 the bour!eois oneption o5 the indiidu$lIh$r$ter $re, 5irst, th$t thestress on p$rtiul$rity $nd uniGueness tends to b$r, or render in5erior, represent$tion o5either olletiity $nd the 6$sses or the typi$l personIh$r$ter <types bein! rele!$ted to$ 6erely 5untion$l role in pro6otin! the entr$l h$r$ter= $nd seond, th$t the onern

#ith interior 6oti$tion rein5ores $ 6odel o5 history $nd soi$l proess in #hihe:pl$n$tion is rooted in the indiidu$l onsiene $nd $p$ity r$ther th$n in olletie$ndIor strutur$l $spets o5 soi$l li5e. <p. 242=

-1;8-

□ Identification, implication, and ideology

+he ideolo!i$lly do6in$nt re$din! $nd $tin! str$te!ies $re those o5 re$lis6. +hey #or*to suppress the soiopoliti$l 6e$nin!s o5 the te:t in 5$or o5 the indiidu$listi, $nd in sodoin! pro6ote $ p$rtiul$r rel$tionship o5 the ie#er to the te:t. +his rel$tionship is o5ten

$lled Jidenti5i$tion. K reht, in his theories on the$ter, #$s $6on! the 5irst to point outth$t the identi5i$tion o5 $udiene #ith per5or6er #$s $ re$din! rel$tion o5 $pit$lis6. Aesou!ht to 5r$ture this #ith $ style o5 #ritin!, $tin!, $nd prodution th$t #$s desi!ned to$lien$te $udiene 5ro6 per5or6$ne. +he $lien$ted $udiene #$s one th$t #$s $#$re o5the per5or6$ne $s $n $rbitr$ry onstrution o5 the re$l, o5 the di55erene bet#een pl$yers$nd h$r$ters, $nd #$s there5ore $#$re th$t the people $nd inidents on st$!e #ere thereto per5or6 soi$l $nd ideolo!i$l $tions th$t ould only be understood in ter6s o5 their



rel$tionship to the do6in$nt ideolo!y. lien$tion produed $ thin*in!, interro!$tie,soi$lly $#$re $udiene.

@n the other h$nd, identi5i$tion $s $ rel$tionship o5 $udiene to per5or6$ne dis!uisedthe $rbitr$rily onstruted n$ture o5 the per5or6$ne $nd enour$!ed the $udiene toe<perience the represent$tion $s thou!h it #ere the re$l, $nd, in p$rtiul$r, to seeh$r$ters $s indiidu$lly re$l people. +his blurrin! o5 the distintion bet#een therepresent$tion $nd the re$l dis!uised the 5$t th$t people $nd inidents #ere on st$!e to per5or6 ideolo!i$lly deter6ined $tions $nd 6$de the6 $ppe$r $s innoent, ob?etiere5letions o5 re$lity. t 6$de the6 $ppe$r produts o5 n$ture, not o5 ulture.denti5i$tion enour$!ed the $udiene to sh$re the e:perienes $nd e6otions o5 theh$r$ters $nd thus produed $ 5eelin! $udiene, not $ thin*in! one, $n $eptin! not $ninterro!$tie one, $nd one th$t understood inidents $nd $tions throu!h indiidu$le:periene r$ther th$n throu!h $ soiopoliti$l 5r$6e#or*. denti5i$tion, 5or reht, #$s,li*e the re$lis6 th$t pro6oted it, $l#$ys $n $!ent o5 the st$tus Guo.

(uh $n $ount 6$y 5ore!round the i6port$ne o5 ho# $n $udiene rel$tes torepresented h$r$ters, but it oersi6pli5ies the o6ple:ity o5 the pheno6enon. n order

to thin* throu!h so6e o5 its i6pli$tions, propose to disuss it under the three he$din!so5 psyholo!i$l identi5i$tion, i6pli$tion, $nd ideolo!y.

□ "SC*$L$&ICAL I%E#TIBICATI$#

denti5i$tion 5or Freud #$s the pro?etion o5 person$l h$r$teristis onto $n e:tern$l body or ob?et in order to underst$nd the6 better. t #$s $ psyholo!i$l pr$tie en!$!edin by the sub?et 5or the sub?etDs o#n bene5it, 5ro6 $ 6oti$tion buried in thesubonsious. 'hen $pplied to teleision it i6plies both $n underst$ndin! o5 the ie#er$s $ uni5ied indiidu$l $nd o5 h$r$ter $s the represent$tion o5 $n eGui$lent re$l $nduni5ied indiidu$l. +he t#o $re 6er!ed, by this 6eh$nis6 o5 pro?etion, into e$h other

in $n $t o5 re$din! th$t is the eGui$lent o5 6ethod $tin!. +he pro?etion o5 the ie#erinto the h$r$ter $ppe$rs to be inolunt$ry, $s thou!h he or she is sedued by the$ttr$tieness o5 the te:t to sub6er!e his or her o#n identity into th$t o5 $ 5ition$lh$r$ter. Centr$l to this proess is $ *ind o5 #ish 5ul5ill6ent, 5or the seduin! h$r$teris l$i6ed to e6body 6$ny o5 the uns$tis5ied desires <e.!. 5or !l$6or, #e$lth, suess= o5the ie#er.

-1;9-

+hese desires $re $6bi!uously indiidu$l or soi$l in ori!in $nd $re $ssu6ed to be entr$lto the $ppe$l o5 the pro!r$6 5or 6ost, i5 not $ll, o5 its $udiene. denti5i$tion then

beo6es $ proess o5 i6$!in$tie #ish 5ul5ill6ent #hih $n be, $nd is, ritiied 5ro6 $tle$st t#o points o5 ie#. +he 6or$lists ritiie it on the !rounds th$t it is 6ere es$pis6,$nd in enour$!in! people to i6$!ine $ better e:istene 5or the6seles disour$!es the65ro6 #or*in! to $hiee it in re$lity. t the other end o5 the spetru6, the ideolo!ists$r!ue th$t identi5i$tion is the proess #hereby the $lues o5 the do6in$nt ideolo!y $ren$tur$lied into the desires, $l6ost the instints, o5 the indiidu$l, $nd $re thus endlesslyreprodued $nd perpetu$ted.



+he re#$rd 5or identi5i$tion is ple$sure. +his is not ?ust the ideolo!i$lly deried ple$sure o5 seein! oneDs $lues $nd those o5 the do6in$nt ideolo!y onst$ntlyre$lid$ted, but one th$t inoles $ !re$ter sense o5 ontrol o5 the rel$tionship bet#eenie#er $nd h$r$ter.

M$ny ie#ers report th$t one o5 the 6$in soures o5 the ple$sure o5 teleision is theopportunities it o55ers to identi5y #ith ert$in h$r$ters, to sh$re their e6otions $nde:perienes

ut allas ould re$lly h$ppen. . . . For e:$6ple, $n sit ery h$ppy $nd 5$sin$ted#$thin! so6eone li*e (ue %llen. +h$t #o6$n $n re$lly !et round us, #ith her proble6s$nd troubles. (he is re$lly hu6$n. ould be so6eone li*e th$t too. n $ 6$nner o5spe$*in!. <n! 198 44=

+his sort o5 identi5i$tion en$bles $ ie#er to enter the h$r$terDs s*in in $ #$y th$t isi6possible #ith re$l people 5or h$r$ters $re neer 5ully represented in the te:t - they $re6etony6s th$t inite the ie#er to 5ill in the rest. ut ie#ers J*no#K $t so6e leel th$th$r$ters $re not re$l, $nd th$t identi5yin! #ith the6 is $ 5or6 o5 intention$l sel5-delusion. +he thro#n-$#$y phr$se, Jin $ 6$nner o5 spe$*in!, K is eidene th$t thisie#er, $t le$st, is $#$re o5 #h$t she is doin! $s she Jidenti5iesK #ith (ue %llen. +his proess $n $lso be re$tie, or i6$!in$tie, p$rtiul$rly #hen it inoles $ pro?etion o5the sel5 into #h$t the h$r$ter #ill do in the 5uture or 6i!ht h$e done h$d thin!s beendi55erent. +his pro?etion 5reGuently t$*es the 5or6 o5 the ie#er i6$!inin! ho# he or she#ould h$e beh$ed h$d they been in $ h$r$terDs shoes $t $ p$rtiul$r 6o6ent, $n$tie identi5i$tion th$t h$s the re$der sh$rin! the role o5 #riter, 5or re$din! re$tessense in $ #$y th$t p$r$llels the $t o5 #ritin! J try to 5ind 6ore $nd 6ore in the $rioush$r$ters. 5ter e$h sho*in! eent try to i6$!ine #h$t theyDll doK <n! 198 0=.+his sort o5 identi5i$tion is Guite di55erent 5ro6 th$t in #hih the ie#erDs identity isJlostK in the h$r$ter. t is $tie $nd inoles the ie#er in o6pletin! the 6e$nin! o5

h$r$ter or inident 5ro6 his or her *no#led!e o5 hi6- or hersel5. +he ie#er is less $sub?et o5 the do6in$nt ideolo!y $nd 6ore in ontrol o5 the proess o5 identi5i$tion $ndthus o5 his or her o#n 6e$nin!s. +his is $ppro$hin! #h$t sh$ll $ll l$ter onJi6pli$tion. K Aobson <1982 133-= !ies 5urther e:$6ples o5 ie#ers ontributin! tothe 6e$nin! o5 $ p$rtiul$r inident by pro?etin! the6seles into the h$r$tersinoled. (he o66ents $pproin!ly on t#o o5 her sub?etsD re$tions to $ 5ition$linident

-170-

thin* this is $ #onder5ul e:$6ple o5 the supre6$y o5 the $udieneDs o#n pereption o5

the re$lity o5 the pro!r$66e. t is so 5ir6ly b$sed in the #o6enDs o#n 5eelin!s o5 #h$tthey 6i!ht do in the s$6e situ$tion $s i$ne. <p. 134=

n! <198= Guotes one o5 her sub?ets #ho is eGu$lly deserin! o5 AobsonDs $ppro$l

thin* itDs 6$rellous to pro?et 6ysel5 into allas $nd in 6y 6ind to !ie /. R. $ !oodhidin! #hen heDs ?ust pulled o55 yet $nother dirty tri*, or $d6ire Miss %llie be$use she$l#$ys tries to see the best in eeryone, or to brin! it out in the6. <p. 2=



+his $tie en!$!e6ent o5 the ie#er in brin!in! her o#n li5e e:periene to the re$din!o5 the h$r$ter is Guite di55erent to the ie# th$t the h$r$ter or the pro!r$6oer#hel6s the helpless ie#er #ith its re$l-see6in!ness, so th$t he or she is renderedin$p$ble o5 distin!uishin! bet#een represent$tion $nd re$lity.

@5 ourse, stories $bound o5 ie#ers tre$tin! h$r$ters $s i5 they #ere re$l people.+ypi$l is one e:$6ple 5ro6 Crossroads, Guoted by Aobson <1982=

$thy (t$55, #ho pl$ys Miss Lu*e, t$l*ed $bout this $spet o5 the letters #hih shereeies

( +here $re people #ho re$lie th$t you $re $n $tress $nd $re doin! $ ?ob, then you do!et the others th$t re$lly beliee in you $s $ h$r$ter $nd they #rite to you $s orisLu*e. For inst$ne, #hen, $ ouple o5 ye$rs $!o, enny #$s h$d up - #ell, the polie#ere loo*in! 5or enny 5or 6urder $nd it #$snDt enny $t $ll. @5 ourse it #$s the6$n$!er o5 the !$r$!e th$t pushed the !irl do#n $nd then #hipped o55 $nd enny $6ein $nd 5ound her. nd 6e$n, the letters !ot tellin! 6e #h$t h$ppened, J)ou !o, MissLu*e, you !o to the polie $nd tell the6, s$# it on 6y teleision. t #$snDt enny $t $ll.K nd 6e$n they re$lly belieed it $nd they #ere #ritin! to 6e $s ennyDs best 5riend,$nd li*e $ 6other h$r$ter, to !et hi6 out o5 trouble. <p. 14=

-171-

+his sort o5 JdeludedK beh$iour is #idely belieed to be o66on, i5 not typi$l, $nd$pp$rent inst$nes o5 it $re 5reGuently Guoted in the press $nd in oners$tion. ut #h$t issi!ni5i$nt is th$t none o5 AobsonDs nor n!Ds sub?ets reported bein! duped by therepresent$tion in this n$ie #$y. R$ther they pl$yed !$6es #ith its rel$tionship to there$l. Aobson <1982= tells o5 oerhe$rin! 5our old people tre$tin! !ossip $bout their re$l5$6ilies in the s$6e ter6s $s !ossip $bout so$p oper$ h$r$ters, $s thou!h there #ere no

distintion. (he o66ents

)et 5ro6 the oners$tion it #$s obious th$t the spe$*ers #ere pl$yin! $ !$6e #ith theseries. +hey did not $tu$lly beliee th$t the h$r$ters e:isted, they #ere si6ply sh$rin!$ 5$nt$sti interest in the h$r$ters outside the seri$l. <p. 12=

n! <198= o6es to $ si6il$r onlusion. @ne o5 her sub?ets e:pl$ins the ple$sure she!ets 5ro6 allas

+he re$son li*e #$thin! it is th$t itDs nie to !et diy on their proble6s. nd you*no# $ll $lon! th$t eerythin! #ill turn out $ll ri!ht. n 5$t itDs $ 5li!ht 5ro6 re$lity.

6ysel5 $6 $ re$listi person $nd *no# th$t re$lity is di55erent. (o6eti6es too re$llyen?oy h$in! $ !ood old ry #ith the6. nd #hy notH n this #$y 6y other bottled-upe6otions 5ind $n outlet.

<p. 49=

n! o66ents



+he J5li!htK into $ 5ition$l 5$nt$sy #orld is not so 6uh $ deni$l o5 re$lity $s pl$yin!#ith it. !$6e th$t $llo#s one to pl$e the li6its o5 the 5ition$l $nd the re$l underdisussion, to 6$*e the6 5luid, $nd in th$t !$6e $n i6$!in$ry p$rtiip$tion in the5ition$l #orld is e:periened $s ple$sur$ble.

<p. 49=

(o the ie#ers o5 Crossroads #ho reportedly #rote to the $tress $thy (t$55 $s thou!hshe #ere the h$r$ter Miss Lu*e 6$y not h$e been duped by the re$lis6 o5 theh$r$ter portr$y$l, or by the ideolo!i$l #or* o5 seond$ry te:ts, but 6$y #ell h$e been ontributin! to their o#n ple$sure by deciding to beliee in the represent$tion $sthou!h it #ere the re$l. +ulloh $nd Mor$n <198;= o66ent on $ si6il$r 5$nDs letter

-172-

tDs i6possible to tell 5ro6 suh $ letter #hether the #riter $epts Bi*y, +erene, (i6on$nd so on $s re$l people or #hether he < sic= is deliber$tely $nd onsiously reellin! inthe open-endedness o5 the seri$l. <p. 227=

+he letter $ppe$red to tre$t the h$r$ters $s thou!h they #ere re$l, yet the #riter si!nedit J 6ost deoted 5$n 5or $ll ti6e <espei$lly enny Coo* $nd r$nt od#ell=. K ennyCoo* $nd r$nt od#ell pl$y Bi*y $nd (i6on, so it #ould $ppe$r th$t the #riter #$s$#$re o5 the sel5-delusion inoled in this ple$sur$ble identi5i$tion. Consistently, #hen5$ns t$l* $s i5 they belieed in the re$lity o5 the h$r$ters they !ie so6e indi$tion th$tthey *no# th$t they $re p$rtiip$tin! in their o#n sel5-delusion

M 'ell, 6e$n /ill h$d her ups $nd do#ns, didnDt she, $nd so did Me!, $nd #h$tsit #ithher *iddie #ho she #$nts 5ro6 6eri$, 6e$n th$t $n h$ppen in re$l li5e, $nDt it. +o6e itDs thin!s in there th$t $n h$ppen in re$l li5e. tDs not 5ition to 6e. +o 6e itDs $ re$l

5$6ily story.

A "o#, #hen you s$y th$t, you donDt 6e$n you thin* theyDre re$l, do youH

M "o, they portr$y th$t $nd they do it #ell.

<Aobson 1982 122=

+he e55etiity o5 the re$lis6 in the pri6$ry te:t $nd o5 the re$din! str$te!ies pro6oted by the seond$ry te:ts is neer tot$l i5 it #or*s, it #or*s be$use the ie#er deides to!o $lon! #ith it in order to inre$se his or her ie#in! ple$sure. ut this ooper$tion #ith

the re$list te:t inoles $ du$l positionin! o5 the re$der, 5or it inoles $ si6ult$neous$#$reness o5 the deeption o5 re$lis6 th$t is #illin!ly sub6itted to.

□ I'"LICATI$#

+ot$l identi5i$tion, in #hih the ie#er is lost in the represented h$r$ter or #orld,r$rely, i5 eer, ours. 'h$t is 6ore typi$l is #h$t ro#n <1987$=, $5ter $ies <1984b=,$lls Ji6pli$tion. K ro#n su66$ries $ies





$ies <1984b= $r!ues th$t een i6pli$tion #ith $ p$in5ul situ$tion or $n unli*e$bleh$r$ter $n be $ soure o5 ple$sure in th$t it $n 6$*e the re$l situ$tion o5 the ie#ersee6 better by o6p$rison

+he splittin! o5 Jidenti5i$tionK into i$rious s$tis5$tion in the J!ood bitsK <$nd theillusion o5 po#er= on the one h$nd, $nd into sel5-sust$inin! o6p$risons in the Jb$d bitsK<$nd the re$lity o5 po#erlessness= on the other, h$ppens irtu$lly inst$nt$neously.

ie#er i6pli$tes hi6- or hersel5 #ith $ h$r$ter #hen th$t h$r$ter is in $ si6il$rsoi$l situ$tion or e6bodies si6il$r $lues to the ie#er, $nd #hen this i6pli$tion o55ersthe re#$rd o5 ple$sure. ut it is $l#$ys $o6p$nied by the *no#led!e th$t i6pli$tion is$ #illin! $t o5 the ie#er $nd th$t e:tri$tion is inst$ntly possible. Nsin! the ter6Ji6pli$tion-e:tri$tionK 5ore!rounds the ie#erDs $tiity $nd #ill the hoie o5i6pli$tin! onesel5 or not is $n i6port$nt soure o5 the ple$sure o5 i6pli$tion bein!indued by $ te:t to 6$*e $ 5ool o5 onesel5 $n brin! ple$sure to 5e#, i5 $ny.

-174-

+he si6ult$neous or seGuenti$l proesses o5 i6pli$tion $nd e:tri$tion $re re$din!rel$tions th$t $ti$te the ontr$ditions in $ te:t $nd th$t neer tot$lly lose si!ht o5 itste:tu$lity. +hey $llo# sp$e 5or the ie#er to re$d h$r$ter $nd inident $s be$rers o5soi$l $lue, $nd thus to ne!oti$te re$din!s th$t rel$te to his or her soi$l position.

(eiter et al$ <1987= h$e ree$led $n i6port$nt soio-eono6i di6ension to this proess.(o6e o5 the #or*in!-l$ss so$p oper$ 5$ns in their study #ere $ble to 5ind points o5identi5i$tion on the person$l leel #ith the 6iddle-l$ss, pro5ession$l h$r$ters in theird$yti6e so$p oper$s, but #ere si6ult$neously $#$re o5 the l$ss, $nd p$rtiul$rly theeono6i, di55erenes bet#een the6 $nd their o#n soi$l situ$tion.

+he e:periene o5 #or*in!-l$ss #o6en le$rly on5lits in subst$nti$l #$ys #ith theso$p oper$Ds represent$tion o5 $ J#o6$nDs proble6, K proble6s so6e #o6en identi5ied$s upper or 6iddle l$ss.

<(eiter et al$ 1987 28=

(i6il$rly, $t $nd LiebesDs study <198, 1987= sho#s th$t non-6eri$n ethni !roupsie#in! allas $n 5reGuently 5ind the ple$sures o5 identi5i$tion #ith the %#in!s in thedo6$in o5 *inship, #hile si6ult$neously dist$nin! the6seles 5ro6 the %#in!s $s be$rers o5 6eri$nness.

Muh o5 the ple$sure o5 teleision ie#in! deries 5ro6 this o6ple: ie#in! position in#hih the ie#er is si6ult$neously sel5-i6pli$ted in, $nd sel5-e:tri$ted 5ro6, the te:t.+he ie#erDs hoie o5 ert$in points o5 identi5i$tion does not prelude the $bility to$hiee $n $tiely riti$l dist$ne 5ro6 other points, $nd these du$l rel$tionships #iththe te:t $n be en!$!ed in si6ult$neously. +here is no ple$sure in bein! JdupedK by thete:t into $ helpless ie#er, but there is onsider$ble ple$sure in seletiely ie#in! thete:t 5or points o5 identi5i$tion $nd dist$ne, in ontrollin! oneDs rel$tionship #ith therepresented h$r$ters in the li!ht o5 oneDs o#n soi$l $nd psyholo!i$l onte:t.



ro#n <198;=, in her study o5 ho# #o6en !ossip $bout so$p oper$s, identi5ies three6$in #$ys in #hih they t$l* $bout h$r$ter $nd e6ph$sies ho# the s$6e ie#er $nslip e$sily 5ro6 one to the other. +he 5irst is one th$t sees h$r$ter le$rly $s $ 6ode o5represent$tion it typi$lly inoles t$l* $bout ho# so$ps $re produed, !oin!s-on on theset, $nd e$lu$tions o5 the st$nd$rd o5 $tin!. n the seond $te!ory, the bound$ry bet#een the re$l $nd the represent$tion beo6es 5luid, $nd h$r$ters or pl$yers $ret$l*ed $bout $s thou!h they #ere eGu$lly re$l or eGu$lly 5ition$l. ut the h$r$ters stilllie, ho#eer re$lly or 5ition$lly, in the sep$r$te die!eti #orld o5 the so$p oper$. +hethird type o5 t$l* bro*e this sep$r$tion in it the h$r$ters #ere !ossiped $bout $s thou!hthey #ere p$rt o5 the #orld o5 the ie#er.

-17-

(uh or$l 6e$nin!s e:ist only in the inti6$y o5 person$l rel$tionships bet#een ie#ers$nd in the deliber$te reprodution o5 this inti6$y in the #illed identi5i$tion o5 ie#er#ith h$r$ter. ossip is not only eidene o5 $ re$din! str$te!y, it is the 6e$ns by #hihth$t str$te!y is put into pr$tie to enh$ne the ple$sure o5 the ie#er.

$t $nd Liebes <1984= report si6il$r di55erenes in their sub?etsD $ssess6ent o5 theJre$lityK o5 allas, but in their $se the di55erenes #ere bet#een !roups, not bet#eendi55erent re$din!s in the s$6e !roup

+hus so6e !roups #ill J!ossipK $bout the h$r$ters $s i5 they #ere re$l people,$n$lyin! their 6oti$tions in eeryd$y ter6s. t the other e:tre6e, ert$in !roups #illdisuss $ttributes or $tions $s J5untionsK in $ dr$6$ti 5or6ul$, !ropin!, $s ritis do,to#$rds $ de5inition o5 the !enre to #hih allas belon!s. <p. 29=

ut the point re6$ins, the re$din! str$te!ies $re p$rt o5 the ideolo!i$l pr$tie o5ie#in! they $re not $ 5untion o5 the te:t $lone.

+he seond$ry te:ts, not surprisin!ly in ie# o5 their 5untion $s published !ossip,e:hibit the s$6e three #$ys o5 t$l*in! $bout h$r$ters $s did ro#nDs sub?ets <seeh$pter 7=. +hey $lso 6$de the 5irst t#o types o5 !ossip possible by proidin!in5or6$tion $bout prodution proesses, $nd bio!r$phies o5 pl$yers. +his sort o5 6$teri$l$nnot, obiously, be p$rt o5 the pri6$ry te:ts the6seles but is $n i6port$nt p$rt o5 theirreeption 5or 6$ny ie#ers. n the !ener$tion $nd irul$tion o5 the 6e$nin!s o5teleision #ithin $n or$l ulture, it is o5ten di55iult, $nd perh$ps pointless, to deide#hih o5 the pri6$ry, seond$ry, or terti$ry te:ts h$s the !re$test e55et. t is the ie#er#ho is the site o5 this interte:tu$lity $nd #ho deter6ines the 5or6 it should t$*e in $nyone inst$ne.

□ I%E$L$&ICAL I%E#TIBICATI$#

Re$din! is $ soi$lly deter6ined $tiity, $nd the ie#er 6ust not be understood $s $5ree-5lo$tin! indiidu$l, but $s $ sub?et in ideolo!y. lthusser <1979= $r!ues stron!ly theneed 5or $ popul$r dr$6$ <$nd by e:tension teleision= th$t is not onstr$ined by thedo6in$tin! notion o5 the indiidu$l sel5, either in the portr$y$l o5 h$r$ter or in the



onsiousness o5 the ie#er or the$ter spet$tor. (uh $ do6in$tion, he $r!ues, dis!uisesthe ideolo!i$l rel$tion o5 people to their soi$l e:periene

+his rel$tion is neess$rily l$tent in so 5$r $s it $nnot be e:h$ustiely the6$tied by $nyJh$r$terK #ithout ruinin! the #hole riti$l pro?et th$t is #hy, een i5 it is i6plied bythe $tion $s $ #hole, by the e:istene $nd 6oe6ents o5 $ll the h$r$ters, it is theirdeep 6e$nin!, beyond their onsiousness - $nd thus hidden 5ro6 the6 isible to thespet$tor in so 5$r $s it is inisible to the $tors - $nd there5ore isible to the spet$tor inthe 6ode o5 $ pereption #hih is not !ien, h$s to be diserned, onGuered $nd dr$#n5ro6 the sh$do# #hih initi$lly enelops it, $nd yet produed it. <pp. 14-;=

-17;-

@ne #$y to pereie this rel$tion #hih onstitutes the politi$l di6ension o5 the te:t is by $ re$din! str$te!y #hih underst$nds Jthe e:istene $nd 6oe6ents o5 $ll theh$r$tersK r$ther th$n by $n identi5i$tion #ith $ny one or 6ore o5 the6. +his $n beseen in the disursie rel$tionship bet#een C$!ney, L$ey, $nd +$!!$rt <see +$ble 9.1=. tis this struture #hih is Jisible to the spet$torK but Jinisible to the $torsK $nd #hihh$s to be JdisernedK by $ disursie re$din! str$te!y #hih $n dr$# it 5ro6 theJsh$do#K o5 re$lis6 $nd into the li!ht o5 d$y. +his strutur$l 6i: o5 ideolo!i$l, soi$l,$nd person$l $lues is the te:tu$l eGui$lent o5 the re$din! sub?et th$t does not re5letthe unity o5 the sel5 but the diersity o5 soi$l e:periene, $nd #hih there5oredisour$!es $ny identi5i$tion bet#een $ uni5ied spet$tor $nd $n indiidu$liedh$r$ter. lthusser <1979= re?ets $s in$deGu$te this proess o5 identi5i$tion by #hihthe ie#er-spet$tor pro?ets hi6sel5 or hersel5 onto $ h$r$ter, p$rtiul$rly the hero

ut it 6ust be s$id th$t the pheno6en$ o5 pro?etion, subli6$tion, et., th$t $n beobsered, desribed $nd de5ined in ontrolled psyholo!i$l situ$tions $nnot bythe6seles $ount 5or o6ple: beh$iour $s spei5i $s th$t o5 the spet$tor-$ttendin!-$-

per5or6$ne. +his beh$iour is pri6$rily soi$l $nd ultur$l-$estheti, $nd $s suh it is$lso ideolo!i$l. . . . 5 the onsiousness $nnot be redued to $ purely psyholo!i$lonsiousness, i5 it is $ soi$l, ultur$l $nd ideolo!i$l onsiousness, #e $nnot thin* itsrel$tion to the per5or6$ne solely in the 5or6 o5 $ psyholo!i$l identi5i$tion. ndeed, be5ore <psyholo!i$lly= identi5yin! itsel5 #ith the hero, the spet$tori$l onsiousnessreo!nies itsel5 in the ideolo!i$l ontent o5 the pl$y, $nd in the 5or6s h$r$teristi o5this ontent. e5ore beo6in! the o$sion 5or $n identi5i$tion <$n identi5i$tion #ithsel5 in the speies o5 $nother=, the per5or6$ne is, 5und$6ent$lly, the o$sion 5or $ultur$l $nd ideolo!i$l reo!nition. <p. 149=

lthusser re5uses to $ept psyholo!i$l identi5i$tion $s $n $deGu$te $ount o5

$udiene $tiity, but he reo!nies ho# stron!ly it is pro6oted $s $ re$din! str$te!y 5or$n $udiene #hose Jideolo!i$l $nd soi$l rel$tions o5 re$din!K <ennett 1983b= $re so6uh $ pr$tie o5 the ideolo!y o5 indiidu$lis6 $s ours $re. ut een #ithin thisideolo!y, it is 6ore produtie to use $ notion o5 6ultiple identi5i$tion, #hih $t le$st$n $llo# 5or $ disuni5ied spet$tin! sel5. ny one spet$tor 6$y 5ind in herIhi6sel5 $nu6ber o5 points o5 rel$tionship #ith th$t struture o5 ideolo!i$l-soi$l-person$l $luesth$t is C$!ney-L$ey-+$!!$rt.



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y i6pli$tion-e:tri$tion the ie#er $n seletiely identi5y #ith, or insert hi6Ihersel5into, this struture o5 h$r$ters, $nd 6$int$in so6e ontrol o5 the proess $nd there5oreo5 the 6e$nin!s #hile doin! so.

lthusser <1979= stresses th$t $ny psyholo!isti identi5i$tion, #hether 6ultiple or not,6ust be preeded by $n ideolo!i$l identi5i$tion. n the 5our senes o5 Cagney and Lacey, this identi5i$tion #ould not be 6$de bet#een the indiidu$l ie#er $nd one or6ore o5 the h$r$ters represented but #ould r$ther be $n eGu$lly ple$sur$bleidenti5i$tion $t the leel o5 disourse. +his is $n identi5i$tion #ith the disursiestruture o5 the te:t th$t reo!nies th$t its pl$y o5 si6il$rity $nd di55erene $lon! the$:es o5 n$tion, r$e, l$ss, !ender, po#er, #or*, et., 5its #ith the disursie struture o5the re$din! sub?et. +he ple$sure depends not on $!ree6ent #ith the sense th$t is 6$de, but on the $!ree6ent #ith the way th$t it is 6$de, #ith the $deGu$y o5 our disourses$nd their ultur$l $te!ories $s $ 6e$ns o5 orderin! our pereption o5 both te:t $nd #orld.

Ch$r$ter in $ re$listi dr$6$ is $ o6ple: 5or6 o5 represent$tion 5or it is onstruted5ro6 one diretion by the te:t $nd the n$rr$tie, $nd 5ro6 the other by the body $nd per5or6$ne o5 the pl$yer. Re$din! h$r$ter reGuires the ie#er to ne!oti$te #ith !re$tdeli$y th$t bound$ry bet#een the represent$tion $nd the re$l $nd the ideolo!i$lrel$tionship bet#een the6. +his ne!oti$tion 6ust be onduted in t#o 6odes, therel$tionship bet#een the re$l #orld o5 the pl$yer $nd the represented one o5 the h$r$ter,$nd th$t bet#een the re$l #orld o5 the ie#er $nd the o6bined re$l-represented #orld o5the pl$yer-h$r$ter. n this h$pter h$e outlined so6e o5 the 6e$ns by #hih theie#er onduts these ne!oti$tions, the $ltern$te or $ltern$tie re$din! str$te!ies, $nd the$riety o5 5or6s o5 identi5i$tion or $lien$tion th$t $re both $$il$ble $nd $dopted.l$yers $n $lso use $tin! str$te!ies $nd 5or6s o5 identi5i$tion th$t $re the eGui$lent o5those $$il$ble to the ie#ers, 5or their role in the represent$tion o5 h$r$ter is the 6irror

i6$!e o5 the ie#ersD. oth 6$int$in $ rel$tiely unst$ble b$l$ne bet#een the 6odes o5represent$tion or re$din! th$t h$e $lled the re$listi or the disursie, theindiidu$listi or the soiopoliti$l. M$*in! sense o5 h$r$ter is $ pre$rious $nd s*ill5ulre$din! proess th$t reGuires hi!hly deeloped ultur$l o6petenies #hih en$bleie#ers to ontrol their rel$tionships to the te:t so $s to 6$:i6ie the ple$sure they $n!ener$te 5ro6 it.

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Chapter 1

&endered television= femininity

+he ie#erDs po#er to 6$*e the 6e$nin!s th$t suit his or her soi$l e:periene is not, o5ourse, unli6ited. +e:ts see* to pre5er ert$in 6e$nin!s, $nd #hile o55erin! sp$e 5oropen or resistie re$din!s, si6ult$neously $tte6pt to li6it th$t sp$e to $ryin! de!rees.(o6e te:ts $re 6ore open th$n others, $nd this openness is ontrolled by di55erent te:tu$lstr$te!ies. ddin! these 5or6$l h$r$teristis o5 te:ts to their 6$ni5estly di55erent sub?et6$tter en$bles us to see so6e onnetions bet#een the $riety o5 teleisionDs pro!r$6s$nd the diersity o5 its $udienes. ut si6ply, di55erent pro!r$6s $re desi!ned <usu$lly5$irly suess5ully= to $ttr$t di55erent $udienes. n these ne:t t#o h$pters #ish to





ulture. (o $ n$rr$tie #ith no endin! l$*s one o5 the 5or6$l points $t #hih ideolo!i$llosure is 6ost po#er5ully e:erted. @5 ourse, indiidu$l plotlines $n end, o5ten #ith thedep$rture or de$th o5 the h$r$ters entr$l to the6, but suh endin!s h$e none o5 thesense o5 5in$lity o5 noel or 5il6 endin!s. ep$rted h$r$ters $n, $nd do, return, $ndeen $pp$rently de$d h$r$ters $n return to li5e $nd the pro!r$6 - 5our did so #ithint#o ye$rs on $ys o5 @ur LiesO ut een #ithout physi$l presene, the dep$rtedh$r$ters lie on in the 6e6ory $nd !ossip both o5 those th$t re6$in, $nd o5 theirie#ers.

isruption

+his in5initely e:tended 6iddle 6e$ns th$t so$p oper$s $re neer in $ st$te o5eGuilibriu6, but their #orld is one o5 perpetu$l disturb$ne $nd thre$t. +he eGuilibriu6 o5$ h$ppy, st$ble 5$6ily is onst$ntly there in the b$*!round, but is neer $hieed. %en $so$p oper$ 6$rri$!e, $nd 6$rri$!es $re ritu$l hi!h points to be !re$tly s$ored, is not thes$6e $s $ 6$rri$!e in $ tr$dition$l ro6$ne in #hih the ouple $re e:peted to lieh$ppily eer $5ter. ll so$p oper$ 6$rri$!es h$e #ithin the6 the seeds o5 their o#ndestrution. @n one leel the 5$ns *no# th$t this is be$use $ h$ppy, unthre$tened

6$rri$!e is borin! $nd in$p$ble o5 produin! !ood plotlines. ut these !enerionentions h$e not !ro#n 5ro6 so6e 5or6$list ide$l #orld o5 J!ood plotlinesK theyh$e $ soi$l b$se. M$rri$!e is not $ point o5 n$rr$tie $nd ideolo!i$l losure be$useso$p oper$s interro!$te it $s they elebr$te it. uildin! the thre$t into the elebr$tionopens 6$rri$!e up to re$din!s other th$n those pre5erred by p$tri$rhy. +his doublee$lu$tion is !eneri to so$p oper$, $nd is p$rt o5 the re$son 5or its openness. #i5eDse:tr$-6$rit$l se:, 5or inst$ne, is e$lu$ted both p$tri$rh$lly $s un5$ith5ulness, but $lso,6ore resistin!ly, $s $ #o6$nDs independene $nd ri!ht to her o#n se:u$lity. (uh $55$irso5ten sprin! 5ro6 the 6$nDs, or the 6$rri$!eDs, in$bility to s$tis5y her. #i5eDsJun5$ith5ulness, K then, is $p$ble o5 bein! re$d by both 6$suline $nd 5e6inine $luesyste6s si6ult$neously.

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s (eiter et al$ <1987= 5ound in their study o5 so$p oper$ 5$ns,

#o6en openly $nd enthusi$sti$lly $d6itted their deli!ht in 5ollo#in! so$p oper$s $sstories o5 5e6$le tr$ns!ressions #hih destroy the ideolo!i$l nuleus o5 the te:t the priority $nd s$redness o5 the 5$6ily. <p. 27=

+#o o5 the #o6en to #ho6 they t$l*ed e:pressed their ple$sure in seein! 6$rri$!edisrupted $nd one #ent so 5$r $s to use this in $ pl$y5ul, but $tu$l, h$llen!e to the po#ero5 her husb$nd $s it is insribed in the onentions o5 6$rri$!e

(' ut thereDs lots o5 ti6es #hen you #$nt the person to du6p the husb$nd $nd !o on#ith this . . . .



/( @h rue Sher husb$ndT !ets so $n!ry #ith 6e #hen D6 #$thin! the sho# $ndtheyDre 6$rried $nd D6 $ll 5or the $55$ir. < Laughter . = tDs li*e, itDs li*e <'oice changed = JdonDt li*e this. donDt *no# $bout you. K < Laughter . = u6p hi6. <p. 27=

+he do6in$nt ideolo!y is insribed in the st$tus Guo, $nd so$p oper$s o55er theirsubordin$ted #o6en ie#ers the ple$sure o5 seein! this st$tus Guo in $ onst$nt st$te o5disruption. isruption #ithout resolution produes openness in the te:t. t $n be re$ddo6in$ntly <p$tri$rh$lly= suh re$din!s #ould produe 5$ns #ho return to their 6oreJnor6$lK 6$rri$!es #ith $ sense o5 relie5. ut disruption $n $lso sere to interro!$te thest$tus Guo. s #e sh$ll see in our disussion o5 so$p oper$ h$r$ters, the po#er5ul#o6en #ho disrupt 6enDs po#er $re both loed $nd h$ted, their $tions pr$ised $ndonde6ned.

+he 6$rit$l rel$tionship is not the only one bein! si6ult$neously $55ir6ed $ndGuestioned. @ne o5 the o66onest plot the6es is th$t o5 5$6ily ties $nd rel$tionships.+his onern to l$ri5y rel$tionships #ithin the disrupted $nd unst$ble 5$6ily 6$y beseen $s J#o6enDs 6$tters, K th$t is, $s $ do6$in #here p$tri$rhy !r$nts #o6en $ position o5 so6e po#er. ut i5 it is, its represent$tion $nd the ple$sure it o55ers oerspill

these ideolo!i$l onstr$ints. +he $bility to underst$nd, 5$ilit$te, $nd ontrolrel$tionships is o5ten sho#n $s $ soure o5 #o6enDs po#er, used disruptiely by the bithes $nd 6ore onstrutiely by the 6$tri$rhs. Men $re o5ten sho#n $s de5iient inthese $bilities $nd *no#led!es, $nd $use 6$ny proble6s by this 6$suline l$*. +his seto5 $bilities $nd *no#led!es, nor6$lly de$lued by p$tri$rhy, is !ien $ hi!h $lu$tion$nd le!iti6$tion in so$p oper$s, $nd $n sere $s $ soure o5 sel5-estee6 5or the 5$ns $nd$s $n $ssertion o5 #o6enDs $lues $!$inst the pl$e $ssi!ned to the6 in p$tri$rhy.

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+his onern #ith rel$tionships o5ten 6$ni5ests itsel5 in $n e:tre6e 5or6 in the the6e o5

inest. %:plorin! the bound$ries o5 per6itted se:u$l $nd 5$6ily rel$tionships in this #$y6$y #or* not only to l$ri5y those bound$ries, but $lso to interro!$te the6 $nd thesyste6 th$t est$blished the6. 5 LVi-(tr$ussDs theory o5 *inship syste6s is $epted, theinest t$boo is $n $!ent o5 p$tri$rhy, 5or it de5ines #hih #o6en $n, or $nnot, be !ienin 6$rri$!e to #hih 6en. Centr$l to it is the onstrution o5 #o6en $s ob?ets o5e:h$n!e, $nd o5 the *inship syste6 $s bein! p$tri$rh$lly deter6ined. FreudDs @edipustheory is onerned #ith $ si6il$r $re$, $nd o55ers $n eGu$lly p$tri$rh$l e:pl$n$tion o5se:u$lity, desire, $nd e55et upon 5$6ily rel$tionships. +he o66onness o5 inest $s $topi in so$p oper$s, $nd its $bsene 5ro6 6ore J6$sulineK teleision !enres, su!!ests,$t the ery le$st, th$t #o6en 5ind 6ore ple$sure in interro!$tin! the bound$ries th$t it$ssu6es, $nd thus in interro!$tin! the syste6 th$t h$s set the6 in pl$e.

□ %eferment and process

isruption is not the only e55et o5 the in5initely e:tended J6iddleK de5er6ent is $neGu$lly i6port$nt h$r$teristi. s Modles*i <1982 88= puts it, so$p oper$ Jby pl$in!eer 6ore o6ple: obst$les bet#een desire $nd 5ul5il6ent, 6$*es $ntiip$tion o5 $n end$n end in itsel5. K so$p oper$ n$rr$tie str$nd h$s no li6$: to lose it o55, no point $t#hih it is seen to h$e 5inished indeed, the outo6e o5 6ost plotlines is rel$tiely



uni6port$nt, $nd o5ten not re$lly in doubt. 'h$t 6$tters is the proess th$t people h$eto !o throu!h to $hiee it. s runsdon <1984= $r!ues, the ple$sure in so$p oper$ lies inseein! ho# the eents our r$ther th$n in the eents the6seles. ndeed, the so$p oper$ press o5ten su66$ries 5uture plotlines the re$der *no#s the eents be5ore they our,her interest lies in ho# the h$r$ters beh$e $nd 5eel $s they re$t to the eents. %$heent $l#$ys h$s onseGuenes, 5in$l outo6es $re inde5initely de5erred, $nd n$rr$tieli6$: is r$rely re$hed. nste$d there is $ suession o5 obst$les $nd proble6s to beoero6e $nd the n$rr$tie interest enters on peopleDs 5eelin!s $nd re$tions $s they liethrou!h $ onst$nt series o5 disruptions $nd di55iulties. "o solutions $re 5in$l, s6ooth p$thes $re neer 5ree 5ro6 the sense o5 i6pendin! dis$sters. +he triu6phs $re s6$ll-s$le $nd te6por$ry, but 5reGuent. +hey proide $ 6und$ne, $l6ost routine, set o5s$tis5$tions o5 desire <#h$t $rthes 197b #ould $ll J plaisir K Ssee h$pter 12T=, but the5in$l li6$ti %ouissance <$rthes 197b= o5 desire s$tis5ied is onst$ntly de5erred.ndeed, the 6ini-li6$:es o6pli$te $s 6uh $s they resole. +his 6i!ht #ell be seen $she!e6ony $t #or* the so$p oper$s te$h #o6en by e:$6ple to 5or!o the re$l, 5in$ls$tis5$tion o5 desire in 5$or o5 $ series o5 unre$l, 6inor ple$sures. +hese 6inor ple$sures JbuyK the ie#ers, $nd #in their $pp$rently #illin! onsent to the syste6 th$tsubordin$tes the6. 'o6en, this $r!u6ent runs, h$r6 the6seles $s $ l$ss by their

ple$sure $s indiidu$ls.

-182-

ut this endless de5er6ent need not be seen si6ply $s $ te:tu$l tr$ns5or6$tion o5#o6enDs po#erlessness in p$tri$rhy. t $n be seen 6ore positiely $s $n $rtiul$tion o5$ spei5i 5e6inine de5inition o5 desire $nd ple$sure th$t is ontr$sted #ith the 6$suline ple$sure o5 the 5in$l suess <see h$pter 11=. +he e6ph$sis on the proess r$ther th$n the produt, on ple$sure $s on!oin! $nd yli$l r$ther th$n li6$ti $nd 5in$l, isonstitutie o5 $ 5e6inine sub?etiity in so 5$r $s it opposes 6$suline ple$sures $ndre#$rds. +his 5e6inine sub?etiity $nd the ple$sures #hih re#$rd $nd le!iti6$te it $re

not bound to be understood $ordin! to their do6in$nt onstrution $s in5erior to their6$suline ounterp$rts. ndeed, so$p oper$ n$rr$ties onsistently $lid$te these5e6inine priniples $s $ soure o5 le!iti6$te ple$sure #ithin $nd $!$inst p$tri$rhy.

e5er6ent $nd proess $re en$ted in t$l* $nd 5$i$l e:pression. +he sound tr$* o5 so$poper$s is 5ull o5 #ords, $nd the sreen is 5ull o5 lose-ups o5 5$es. +he $6er$ lin!ers onthe tellin! e:pression, !iin! the ie#ers ti6e not ?ust to e:periene the e6otion o5 theh$r$ter, but to i6$!ine #h$t onstitutes th$t e6otion. orter <1977 78;= su!!ests th$tJ$ 5$e in lose-up is #h$t be5ore the $!e o5 5il6 only $ loer or $ 6other s$#. K

Close-ups $re, $ordin! to Modles*i <1982 99-100=, $n i6port$nt 6ode o5

represent$tion in 5e6inine ulture 5or $ nu6ber o5 re$sons. +hey proide tr$inin! in the5e6inine s*ills o5 Jre$din! people, K $nd $re the 6e$ns o5 e:erisin! the 5e6inine $bilityto underst$nd the !$p bet#een #h$t is 6e$nt $nd #h$t is s$id. L$n!u$!e is used by 6ento e:ert ontrol oer the 6e$nin!s o5 the #orld but #o6en Guestion its e55etiity in this,$nd 5ind ple$sure in the *no#led!es th$t es$pe it. Close-ups $lso enour$!e #o6enDsdesire to be i6pli$ted #ith the lies o5 the h$r$ters on the sreen, $ desire th$t is $lsos$tis5ied by the o6p$r$tiely slo# 6oe6ent o5 so$p oper$ plots #hih $llo# re$tions$nd 5eelin!s to be s$ored $nd d#elt on. s ro#n <1987$= s$ys, Jso$ps $llo# us to



lin!er, li*e the ple$sure o5 $ lon! oners$tion #ith $n old 5riend. K Feuer <1984= su!!eststh$t the $tin! style o5 so$ps is e:essie $nd e:$!!er$tes the hyperintensity o5 e$he6otion$l on5ront$tion. %ditin! onentions #or* in the s$6e #$y

-183-

Follo#in! $nd e:$!!er$tin! $ onention o5 d$yti6e so$ps, allas $nd ynasty typi$llyhold $ shot on sreen 5or $t le$st $ Jbe$tK $5ter the di$lo!ue h$s ended. . . . S+hisT le$es $residue o5 e6otion$l intensity ?ust prior to $ sene h$n!e or o66eri$l bre$*. <pp. 10-11=

n eent, ho#eer 6o6entous or li6$ti, is neer si!ni5i$nt 5or itsel5, but r$ther 5orthe re$tions it #ill $use $nd the e55ets it #ill h$e. %ents ori!in$te or re$ti$te plotsinste$d o5 losin! the6.

□ Se4/ality and empo9erment

s $ies <1984$= $r!ues, so$p oper$ se:u$lity is onerned #ith sedution $nd e6otionr$ther th$n, $s 6$suline se:u$lity is, #ith $hiee6ent $nd li6$:. 5 $ #o6$nDs body$nd se:u$lity $re $ll th$t p$tri$rhy $llo#s her, then, $ordin! to $ies, so$ps sho# herho# to use the6 $s $ #e$pon $!$inst 6en. t h$s been pointed out <e.!. by er$!hty1981= th$t so$ps sho# $nd elebr$te the se:u$lity o5 the 6iddle-$!ed #o6$n, $nd thus$rtiul$te #h$t is repressed else#here on teleision $s in the ulture !ener$lly. n the pri6e-ti6e so$ps the se:u$l po#er o5 the 6iddle-$!ed #o6$n !oes h$nd in h$nd #ith hereono6i po#er in $ si!ni5i$nt reers$l o5 onention$l !ender $sription. For in p$tri$rhy, eono6i $nd se:u$l po#er h$e been losely interdependent h$r$teristiso5 6$sulinity, but #hen reersed into 5e6ininity they under!o $ neess$ry h$n!e o55untion 5ro6 possession to ontrol. +he tr$dition$l p$tri$rh$l eGu$tion o5 possession o5!oods #ith possession o5 #o6en is so o66only represented $s to need no el$bor$tion

#e si6ply need to point out th$t it is $ state to be $hieed. Control, ho#eer, is $ process th$t needs onst$nt stru!!le to e:erise it, it is on!oin!, neer 5in$lly $hie$ble,$nd is thus $n $ppropri$te result o5 the 5e6ini$tion o5 the lin*in! o5 se:u$l #itheono6i po#er. +he po#er5ul #o6en in so$p oper$ neer $hiee $ settled st$te o5 po#er, but $re in $ ontinu$l proess o5 stru!!le to e:erise ontrol oer the6seles $ndothers.

+here is so6e eidene, too, o5 $ si6il$r 5e6ini$tion o5 $ nor6$lly 6$suline ple$sure,th$t o5 porno!r$phy. ll so$ps $re hi!hly se:u$l, $nd

-184-

Figure 10.1 Se4 in the soaps and their press

+he photo!r$phs o5 the hun*s $nd their bodies $ppro:i6$te to $ 5e6$le porno!r$phy, $neroti 5$nt$sy th$t the so$ps $pp$rently $rouse <in so6e=, but le$e to the press to s$tis5y.+he re$l e:ite6ent deries 5ro6 eroti rel$tionships #here the 5$nt$sies $re less e!o-entered, 6ore other-direted, $nd 6ore 5e6inine. -18-





rel$tionship #ith so6e ie#ers $t le$st. +he pri6$ry te:ts onentr$te on the rel$tionship,#here$s the seond$ry te:ts o5ten e6ph$sie the physi$l, o6pens$tin! 5or the so$psDre5us$l to se:u$lie the body o5 the 6$le in $ 5e6inied in5letion o5 oyeuris6. +he so$poper$ press, ho#eer, h$s no suh inhibitions. +he o66onest pin-up photo!r$ph is $lose-up o5 the 5$e, but there $re 5reGuent ones o5 6$le so$p $tors posed #ith b$retorsos in tr$dition$l bee5$*e style <see Fi!ure 10.1= #hih see6 to inite $ 5e6inineeGui$lent o5 the 6$suline porno!r$phi 5$nt$sy. t 6$y be $r!ued th$t suh$ppropri$tions do $t le$st 6$*e $ J6$sulineK ple$sure $$il$ble 5or #o6en, in $dditionto the 6ore 5e6inine erotiis6 o5 the represented rel$tionship, but they do nothin! toGuestion th$t ple$sure, nor to su!!est $ltern$ties to it.

ro#n <1987$=, on the other h$nd, $r!ues th$t so$ps $re positie $nd e6po#erin! in the#$y they h$ndle se:u$lity $nd se:u$l ple$sure

+hus the i6$!e o5 the body $s se:u$l urreny is $bsent, but the spo*en disourse o5 the po#er o5 the 5e6$le body to re$te is !ien rui$l i6port$ne. +here is no need toreiter$te here the nu6ber o5 pre!n$nies, the i6port$ne $tt$hed to p$ternity $ndso6eti6es to 6$ternity or the l$r!e nu6ber o5 se:u$l li$isons bet#een h$r$ters in so$p

oper$s. Ao#eer, ontr$ry to the disourse #hih pl$es the pre!n$nt #o6$n $s po#erless oer n$tur$l eents, o5ten #o6en in so$ps use pre!n$ny $s po#er oer the5$ther o5 the unborn hild. +he 5$ther #ill usu$lly 6$rry the 6other o5 his hild, #hetheror not he loes her <or #hether or not the pre!n$ny is re$l=, thereby $hiein! the#o6$nDs 5elt need to be t$*en $re o5 in the only #$y th$t is $$il$ble to her in thedo6in$nt syste6. 'o6en h$r$ters, then, use their bodies to $hiee their o#n ends.<pp. 19-20=

#o6$nDs se:u$lity does not, in so$p oper$, result in her ob?eti5i$tion 5or the 6$le.R$ther it is $ positie soure o5 ple$sure in $ rel$tionship, or $ 6e$ns o5 here6po#er6ent in $ p$tri$rh$l #orld. +he #o6$nDs po#er to in5luene $nd ontrol the

6$le $n neer be 5in$lly $hieed but is onst$ntly in proess. t is $ 5or6 o5 po#er notle!iti6$ted by the do6in$nt ideolo!y, $nd $n thus e:ist only in the ontinuous stru!!leto e:erise it. 6$nDs JonGuestK o5 $ #o6$n, his possession o5 her, 6$y be s$id to h$e been $hieed $t the 6o6ent o5 se:u$l li6$: $ #o6$nDs ontrol oer $ 6$n, ho#eer,h$s no suh 5in$l $hiee6ent. +he e6ph$sis on sedution $nd on its ontinuous ple$sure$nd po#er is $ppropri$te to $ onte6por$ry 5e6inine sub?etiity, 5or th$t sub?etiityh$s neess$rily been 5or6ed throu!h $ onst$nt e:periene o5 po#erlessness $ndsubordin$tion.

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$ies <1984$= !oes on to sho# ho# $dertise6ents in so$p oper$ 6$!$ines lendsupport to the theory th$t #o6enDs bodies $nd se:u$lity $re the 6$in 6e$ns open to the6to $hiee po#er in $ p$tri$rhy. +he o66onest type o5 $dertise6ent is 5or produts toi6proe the se:u$l po#er o5 the 5e6$le body - losin! #ei!ht, enl$r!in! bre$sts,i6proin! s*in or h$ir, sh$pin! butto*s - the list is li6ited only by the p$rts o5 the5e6$le body th$t $n be onstituted $s $ proble6 5or $ produt to sole. +hese$dertise6ents $re obiously p$tri$rh$l $pit$lis6 e:ploitin! the l$* o5 sel5-estee6 th$tthe syste6 produes in #o6en, but they $re not ?ust th$t. +hey e:ist $lon!side $nother



$te!ory o5 $ds #hih $lso pl$y on #o6enDs desire to i6proe their situ$tion $nd thustheir po#er in soiety. +hese $re 5or ourses to i6proe their Gu$li5i$tions, 5or ide$s tost$rt $nd run $ business 5ro6 ho6e, or een 5or lu*y h$r6s. +hese 6$!$ines $re 5or#o6en in #ho6 p$tri$rhy h$s produed $ lo# sel5-estee6 but #ho h$e $ desire 5or thesoi$l po#er th$t is denied the6 but #hih they l$i6 is ri!ht5ully theirs. +he$dertise6ents $pit$lie on this #ith $ r$n!e o5 e:ploit$tie produts the so$p oper$sthe6seles, ho#eer, sho# ho# suh $ po#er 6$y be $hieed by 5e6inine $lues r$therth$n the produts o5 p$tri$rh$l $pit$lis6.

ut this desire 5or 5e6inine po#er is neer si6ple, be$use it is $ desire born in p$tri$rhy $nd 6ust ont$in those ontr$ditions #ithin it. n $rtile in aytimers, /une198, #ith the title J+hose M$n-ipul$tors onh$ Loe 'o6en 'ho Control +heirMenHK, e:plores these ontr$ditory ple$sures

+hese $re $ 5e# o5 the 6$n-ipul$tors, those #o6en #ho ontrol 6en $nd o5ten 6$*ethe6 loo* 5oolish.

'o6en #ho ontrol their 6$n.

'o6en #ho ontrol all 6en.

'o6en #e #ish #e ould be 6ore li*e.

@r do #eH

o #e re$lly #$nt to ontrol the 6en in our liesH o #e $tu$lly desire they do #h$t #e#$nt, ho# #e #$nt $nd #hen #e #$ntH o #e truly ye$rn 5or their o6plete obedieneunder $ny $nd $ll iru6st$nesH . . .

o #e, $s $er$!e #o6en, re$lly #$nt $ll this ontrolH

)ouDre d$6n ri!ht #e do.

nd th$tDs #hy #e prob$bly $d6ire those 6$n-ipul$tors #e see on the tube. d6ire $nd5$nt$sie $bout bein! $s 6$n-ipul$tie $s they $re.

(till . . . $ ontr$dition. onDt #e 6utter $t the +B set #hen #itnessin! $ 6$n-ipul$tor6$n-ipul$tin!, J sure hope she !ets #h$tDs o6in! to herOKH

+he subordin$tion o5 #o6en in p$tri$rhy is h$llen!ed by the po#er o5 their 6$n-

ipul$tion, but re$sserted in the $ept$ne o5 the punish6ent th$t is its $pp$rentlyineit$ble 5in$l outo6e. +he ontr$ditory $ppe$l o5 these h$r$ter roles $nd ie#in! positions produes the ontr$ditory proess o5 i6pli$tion-e:tri$tion o5 the ie#in!rel$tions.

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'ith these $utopsies o5 the 6$n-ipul$tors, itDs h$rd to i6$!ine $nyone 5eelin! eny 5orthe6. ut #e o5ten do 5eel $ t#in!e o5 $d6ir$tion $nd $ Gui* surey ree$ls #e #ish #eould be 6ore li*e the 6$n-ipul$tors only #hen theyDre suess5ully pullin! so6e 6$nDsstrin!s. 'hen theyDre !ettin! the tou!h end o5 li5e, #hen their she6es 5$il $nd theyDreout in the blo#in! sno#, #e donDt 5eel th$t 6uh eny or $d6ir$tion.

(till . . . to ontrol the 6en in our lies does sound li*e it #ould be 5un - i5 only 5or $#hile.

aytimers /une 198

+he proess o5 i6pli$tion-e:tri$tion is here desribed seGuenti$lly, thou!h, $s #e h$eseen <h$pter 9=, it is 6ore h$r$teristi$lly $nd o6ple:ly si6ult$neous. +his double$rtiul$tion o5 $ re$din! position h$llen!es the po#er o5 the te:t to prop$!$te thedo6in$nt ideolo!y i$ its onstrution o5 $ uni5ied re$din! sub?et. +he ple$sure o5i6pli$tion #ith the h$r$ter #hen she is e:ertin! po#er 6$y #ell be stron!er th$n th$to5 e:tri$tion #hen she is bein! punished. +he di55erene in #h$t Freud $lls J$55et, K inthe intensity o5 the e:periene, 6$y #ell be !re$t enou!h to preent the ideolo!i$le55etiity o5 the punish6ent.

For inst$ne, Charlie-s .ngels, 5irst sreened in the e$rly 1970s, 5e$tured three be$uti5ul#o6en deteties in $n $!eny run by JCh$rlie, K #ho #$s neer seen, but only he$rd onthe intero6 $s $ ontrollin! 6$le oie. %$h #ee* the #o6en #ould sole the $se,een i5 they JneededK 6$suline help 5ro6 Ch$rlieDs $!ent, osney, $nd, $5ter then$rr$tie li6$:, #ould $l#$ys return to the $!eny $nd the ontrol o5 Ch$rlieDs oie.$tri$rhy #$s deeply insribed in the series, p$rtiul$rly by this 6$suline losure o5e$h episode $nd in the oyeuristi $6er$ #or* on the three heroines. ut it #$sh$llen!ed by the $!!ressieness $nd suess o5 the #o6en deteties, $nd, $s 6entionede$rlier, 6$ny #o6en h$e reported to 6e th$t their ple$sure in this #$s stron! enou!h to

oer#hel6 the p$tri$rh$l 5r$6e $nd blo* the e55etiity o5 the ideolo!i$l losure.

"either Charlie-s .ngels nor the so$p oper$ Jman;ipulatorsK is $ 5e6inine te:t in $nessenti$list sense. +hey $re histori$lly $nd ultur$lly produed, #hih 6e$ns th$t the5e6inine re$din!s they o55er $re #ithin $nd $!$inst p$tri$rhy. +he stru!!le o5 #o6enie#ers to re$te $ 5e6inine sp$e #ithin p$tri$rhy is p$r$lleled by the stru!!le in thesete:ts bet#een 5e6inine ple$sure $nd po#er on the one h$nd, $nd p$tri$rh$l ontrol onthe other.

uhn <1984= tr$es $ si6il$r du$lity #hih she ter6s th$t bet#een 6$stery $nd6$sohis6. +he ple$sure o5 6$stery is proided not only by the 5reGuent represent$tion

o5 stron! #o6en, but $lso by the po#er o5 the 5e6inine spet$tor to JsoleK the eni!6$so5 the plots. M$sohis6, ho#eer, is $ spet$tin! position or ple$sure produed by J5oreer $ntiip$tin! $n endlessly held o55 resolutionK <uhn 1984 27=. 'o6enDs <$nd6enDs= su55erin! is $s entr$l $ the6e $s #o6enDs po#er. uhn !oes on to su!!est th$tthe 6i: o5 6$stery $nd 6$sohis6 produes in the ie#er $n Jinterpl$y bet#een6$suline $nd 5e6inine sub?et positions. K Aer $ount is l$r!ely psyho$n$lyti $ 6oreultur$lly in5leted one 6i!ht e:pl$in this interpl$y $s $n e:$6ple o5 the proess o5



i6pli$tion-e:tri$tion or o5 the doubly $rtiul$ted re$din! position th$t #o6en h$ele$rned to $dopt.

-189-

Modles*iDs <1982= $ount o5 the so$p oper$ ill$iness ree$ls si6il$r ontr$ditions. (he$r!ues th$t the ill$iness is $ ne!$tie i6$!e o5 the ie#erDs ide$l sel5, #hih isonstruted by the so$ps $s the ide$l 6other, $ble to sy6p$thie #ith $nd underst$nd $llthe 6e6bers o5 her <$nd the so$p oper$Ds= e:tended 5$6ily. (uh $ 6other role is, o5ourse, spei5i to the p$tri$rh$l 5$6ily, 5or it denies the 6other $ny l$i6s on hersel5,$nd reGuires her to 5ind her s$tis5$tion in helpin! her hildren to o6e to ter6s #ith $ndresole their 6ultiple di55iulties. (he is other-direted $nd deentered.

Modles*iDs $ount deries 5ro6 te:tu$l $nd psyho$n$lyti $n$lysis $nd thus $nidenti5y only the ideolo!i$l thrust o5 the te:t, but #e $n be h$ry o5 $ssu6in! itse55etieness in $ll situ$tions. (eiter et al$ <1987=, 5or inst$ne, 5ound th$t 6$ny o5 theirsub?ets e:pliitly re?eted this te:tu$lly onstruted role

'hile this position Sthe de$l MotherT #$s p$rti$lly t$*en up by so6e o5 our 6iddle-l$ss, edu$ted in5or6$nts, it #$s $lso onsiously resisted $nd ehe6ently re?eted by6ost o5 the #o6en #e interie#ed, espei$lly by #or*in!-l$ss #o6en. <p. 24=

+he ill$iness turns tr$dition$l 5e6inine h$r$teristis <#hih $re o5ten seen $s#e$*nesses ensurin! her subordin$tion= into $ soure o5 stren!th. (he uses pre!n$ny<re$l or $lle!ed= $s $ #e$pon, she uses her insi!ht into people to 6$nipul$te the6, $ndshe uses her se:u$lity 5or her o#n ends, not 5or 6$suline ple$sure. (he reerses 6$le$nd 5e6$le roles <#hih prob$bly e:pl$ins #hy le:is in ynasty is popul$r #ith the !$yo66unity= $nd, $boe $ll, she e6bodies the 5e6$le desire 5or po#er #hih is both produed $nd 5rustr$ted by the soi$l rel$tions o5 p$tri$rhy. +he 5in$l ontrol th$t the

ill$iness stries 5or is, Modles*i $r!ues <p. 97=, ontrol not oer 6en, but oer 5e6inine p$ssiity.

(eiter et al$ <1987= 5ound le$r eidene o5 the $ppe$l o5 the stron! ill$iness 5or #o6enh$5in! $!$inst their sub?etion in p$tri$rhy

ll o5 these #o6en o66ented on their pre5erene o5 stron! ill$inesses the youn!errespondents e:pressed their ple$sure in $nd $d6ir$tion 5or the po#er5ul 5e6$le h$r$ters#hih #ere $lso disussed in ter6s o5 tr$ns!ressin! the bound$ries o5 $ tr$dition$l p$tterno5 resist$ne 5or #o6en #ithin p$tri$rhy

-190-

L )e$h, they $n be ery iious <laughs= the 5e6$les $n be ery iious.

/( (ee6s li*e 5e6$les h$e 6ore o5 $n i6p$t th$n the 6$les $nd they h$e suh $ 66 .. . onniin! . .

(' br$inO )e$hO < Laughter$=



L +heyDre sne$*yOOO )e$hO

(' +hey use their br$in 6ore <laughter = inste$d o5 their bodyO +hey 6$nipul$te, you*no#O <pp. 2-;=

ut there #$s little eidene o5 $ny h$tred 5or the ill$iness, r$ther the respondentsdespised the #o6$n #ho su55ered despite her 6iddle-l$ss priile!es, $ h$r$ter typethey $lled the J#hiner, K or Jthe #i6py #o6$nK <pp. 24-=.

ut, in the portr$y$l o5 the ill$iness, so$p oper$s set these JpositieK 5e6inineh$r$teristis in $ 5r$6e#or* o5 6or$l dis$ppro$l, $nd 5ollo# the6 $t #or* throu!h $repe$ted n$rr$tie struture th$t denies their ulti6$te suess. +he #o6$n ie#er loes$nd h$tes the ill$iness, sides #ith her, $nd desires her do#n5$ll. +he ontr$ditions inthe te:t $nd its re$din! position re5let the ontr$ditions inherent in the $tte6pt to $ssert5e6inine $lues #ithin $nd $!$inst $ p$tri$rh$l soiety.

+he te:t $nnot $nd does not resole these ontr$ditions. t $n be $r!ued th$t de$luedrepresent$tions o5 5e6inine ontrol le$e p$tri$rhy unh$llen!ed, so th$t the ill$iness$ts $s $ 6ere s$5ety $le 5or 5e6inine $n!er, or $s $ 6ere 5$nt$sy o5 5e6inine po#er.ut

i5 the ill$iness neer sueeds, i5, in $ord$ne #ith the spet$torsD on5litin! desires,she is doo6ed to etern$l repetition, then she obiously neer per6$nently 5$ils either. . . .nd i5 the ill$iness onst$ntly su55ers be$use she is $l#$ys 5oiled, #e should re6e6berth$t she su55ers no 6ore th$n the !ood h$r$ters, #ho donDt een try to inter5ere #iththeir 5$tes.

<Modles*i 1982 98=

+he ontr$ditions in the ill$iness th$t en$ble her to be$r 6e$nin!s th$t $riously ?usti5yor h$llen!e 5e6$le po#erlessness $re typi$l o5 the openness o5 so$p oper$ te:ts.Represent$tions o5 6$rri$!e $nd the 5$6ily $re shot throu!h #ith si6il$r ontr$ditions. "either is eer st$ble, both $re onst$ntly in tur6oil, thre$tened by iness$nt disruptie5ores th$t ste6 l$r!ely 5ro6 indiidu$lsD desires or de5iienies. +he di55iultye:periened by suh do6in$nt institutions $s 6$rri$!e $nd the 5$6ily in opin! #ith peopleDs desires $nd beh$ior is le$rly not $n uneGuio$l $ssertion o5 their $lue, butsets the6 up, r$ther, $s $ site o5 ontest$tion #ithin #hih person$l on5lit $n $Guire $soiopoliti$l di6ension. +he ide$l o5 $ h$ppy 6$rri$!e $nd $ st$ble 5$6ily 6$y neer bee:pliitly $tt$*ed, but it is brou!ht into Guestion by the $pp$rent i6possibility o5$hiein! it.

-191-

□ E4cess

'e h$e noted <h$pter ;= th$t e:ess is $ h$r$teristi o5 teleision in !ener$l th$t#or*s to open the te:t to $ltern$tie re$din!s. Feuer <1984= reie#s $ nu6ber o5 riti$l$ounts o5 6elodr$6$ <Muley $nd A$llid$y 1972, our!et 1977I8, 'ille6$n 1978,



%ls$esser 1973, "o#ell-(6ith 1977, Muley 1977-8, leinh$ns 1978= #hih $r!ue th$t#h$t h$e $lled hyperboli e:ess is espei$lly si!ni5i$nt in the ideolo!y o56elodr$6$ 5or its $bility to open up J$ te:tu$l sp$e #hih 6$y be re$d $!$inst thesee6in!ly he!e6oni sur5$eK <Feuer 1984 8=. Feuer $r!ues th$t 6elodr$6$ <$nd so$poper$s $re the pri6e teleisu$l e:$6ple o5 the !enre= produes t#o te:ts. +he 5irst or6$in te:t is th$t pre5erred by the do6in$nt ideolo!y, $nd is $essible $t the super5ii$l,JobiousK leel. +he seond te:t, ho#eer, is 6$de $$il$ble by the Je:essK #hihoerspills the ontrol o5 the 6$in te:t $nd suberts the do6in$nt ideolo!y.

ro#n <1987$= in her disussion o5 (ho#$lter <198b= $lso r$ises the notion o5 $ doublete:t, but rel$tes it spei5i$lly to 5e6inine ulture. (he $r!ues th$t #o6en in p$tri$rhyneess$rily le$rn to use $ double-oied disourse #hih $llo#s the6 to p$rtiip$te in both the do6in$nt disourse <(ho#$lterDs J6$le resentK= $nd $ 5e6inine disourse#hih (ho#$lter $lls Jthe #ild one. K +he J6$le resentK is #here ideolo!i$l ontrolis $sserted, the J#ild oneK #here 6e$nin!s es$pe th$t ontrol $nd #here <$l6ost=$nythin! $n h$ppen. Melodr$6$ti e:ess onstitutes this #ild one in so$p oper$.Aod!e $nd +rippDs <198;= ethno!r$phi #or* proides so6e eidene in support o5 this.+hey 5ound th$t !irls tended to identi5y #ith both 6$le $nd 5e6$le hero 5i!ures on

teleision, #here$s boys identi5ied #ith 6$le heroes only. +he !irls #ere le$rnin! e$rly toh$ndle $ Jdouble-oied disourseK the boys 5elt no suh neessity $nd thus deeloped $6uh 6ore li6ited disursie repertoire.

Muley <1977-8= $lso 5inds so6e positie $lue in 6edodr$6$Ds e:ess $nd su!!ests th$tit $n #or* to $ti$te ideolo!i$l ontr$ditions in notions o5 the ho6e $nd 5$6ily. ut,she !oes on to $r!ue, it 5in$lly 5untions $s $ Js$5ety $leK #hose e55et is he!e6oni.Feuer <1984= dis$!rees #ith this, $r!uin! th$t the e:ess o5 teleision 6elodr$6$s !iesthe6, $t le$st, $ r$di$l potenti$l

-192-

+he e6er!ene o5 the 6elodr$6$ti seri$l in the 1980s represents $ radical response to$nd e:pression o5 ultur$l ontr$ditions. 'hether th$t response is interpreted to theRi!ht or to the Le5t is not $ Guestion the te:ts the6seles $n $ns#er. <p. 1;=

Feuer is onerned 6$inly #ith pri6e-ti6e so$ps, but $r!ues th$t her onlusions $reeGu$lly $ppli$ble to the d$yti6e ones. %:ess 6$y be o6p$r$tiely e$sy to theorie, but it is not $l#$ys e$sy to oper$tion$lie the theory $nd $pply it to $ spei5i e:$6ple.nn$Ds 6is$dentures in ays of ur Li'es proide $ typi$l e:$6ple o5 e:ess. (he h$s been $#$y 5or 5ie ye$rs, $nd on her return #e le$rn th$t she h$s been *idn$pped $nd held$ptie in $ bo$t #here she h$d been dru!!ed, prob$bly 5ored into prostitution, st$red

ne$rly to de$th $nd #hipped so th$t her b$* is still s$rred. (he h$s 6ultiple slerosis$nd is o55erin! Ro6$n, her husb$nd, $ diore so th$t he #ill be 5ree to 6$rry M$rlene,the #o6$n he 5ell in loe #ith durin! her $bsene. @n her return, she is ne$rly $rrested by Ro6$n, $ polie6$n, 5or un*no#in!ly h$in! thous$nds o5 doll$rs hidden in $ 5$lseo6p$rt6ent in her suit$se. (uh $ $t$lo!ue o5 si!ns o5 #o6$n-$s-iti6 6$y see6 to push e:ess into the ludirous, but #e le$rn o5 the det$ils slo#ly oer $ nu6ber o5 senes$nd episodes. +he proess o5 reel$tion builds horror $nd sy6p$thy #hih $nnot beon5ined to 6$sohisti identi5i$tion #ith the su55erin! o5 the #o6$n-iti6, but $n



oerspill into $n $#$reness o5 the 6$le po#er th$t produes the iti6i$tion. +he e:tentto #hih nn$Ds su55erin!s e:eed the iti6i$tion 6ore nor6$lly e:periened by#o6en in p$tri$rhy opens up $ !$p th$t $n #or* in $ nu6ber o5 #$ys. Lo!i$lly, it#ould $ppe$r th$t it ould produe the ideolo!i$l losure o5 re$lis6, but 5or the 5$n, thisdoes not h$ppen. t ould eGu$lly #ell le$d to de6ysti5i$tion o5 those nor6s o5iti6i$tion #hih $re usu$lly n$tur$lied $nd unnotied, but #hih e:ess 5ore!rounds,thus ree$lin! their p$tri$rh$l $rbitr$riness.

+he te:t itsel5 $nnot resole these doubts. %:ess does not neess$rily le$d to subersieor interro!$tie re$din!s it $llo#s 5or $n oerspill o5 6e$nin! th$t es$pes ideolo!i$lontrol $nd th$t 6$*es $ltern$tie re$din!s possible.

Feuer <1984= h$s si6il$r doubts $bout #hether the isu$l opulene o5 allas $nd ynasty#or*s $s $ 5or6 o5 subersie e:ess. (he points out th$t the h$r$ters e:eed the nor6so5 their ie#ers both 6or$lly $nd eono6i$lly, but $r!ues th$t this e:ess is not 5in$llysubersie be$use the te:t itsel5 !ies no indi$tion th$t it is to be used $s $ ounterte:t.Ao#eer, suh $ te:tu$l indi$tor 6$y not be neess$ry.

runsdon <1981= $r!ues th$t #$thin! $ so$p suess5ully de6$nds $ de!ree o5 ultur$l$pit$l onstituted by the *no#led!e o5 this p$rtiul$r seri$l $s #ell $s the onentions o5the !enre. (he $lso $r!ues th$t the sub?et position o55ered by the te:t 6$y not 6$th the position o5 the ie#er $s $ Jsoi$l sub?et, K $nd th$t in suh $ $se the ie#er 6$y not$ept the sub?et position produed by the te:t. +he ontr$ditions bet#een the soi$ldisourses th$t onstitute the ie#er $s Jsoi$l sub?etK $nd those in the te:t th$tonstitute her $s Jre$din! sub?etK 6$y #ell be used to interro!$te the nor6s o5 the te:t.+he e:tent by #hih allas e:eeds the 6or$l $nd eono6i nor6s o5 its ie#ers 6$y ?ust $s #ell put those nor6s under Guestion $s rein5ore the6 indeed, it 6$y do bothsi6ult$neously. +he desire 5or 6$teri$l #e$lth 6$y be sti6ul$ted $t the s$6e ti6e $s there$li$tion th$t it #ill not brin! the h$ppiness or s$tis5$tion it pro6ises. +he nor6s o5

5$6ily 6or$lity 6$y be upheld $s the ple$sure $nd neessity o5 bre$*in! the6 ise:periened.

-193-

□ "lenit/de and polysemy

(o$p oper$s $re h$r$teried by $ 6ultipliity o5 h$r$ters $nd plotlines, $nd this plenitude opens the6 up to $ $riety o5 re$din!s $nd re$din! positions. +horburn <1982=e6ph$sies the e55et o5 this J6ultipliity prinipleK in openin! the te:t up be$use o5 it,J5$6ili$r h$r$ter-types $nd situ$tions beo6e 6ore su!!estie $nd less i6prisonin!K

<p. 39=. +he Jpopul$tionsK o5 d$yti6e so$ps $n nu6ber $s 6$ny $s 5orty, #hih produes #h$t llen <198= re5ers to $s p$r$di!6$ti o6ple:ity. +he h$r$ters in this popul$tion $re re$d <see h$pter 9= both $s indiidu$ls o55erin! opportunities 5oridenti5i$tion, $nd $s be$rers o5 soi$l or 6or$l $lues. +he net#or* o5 rel$tionships by#hih $ re$der underst$nds J#ho $ h$r$ter isK is i66ensely o6ple: $nd i6possible5or the n$rr$tie struture to ontrol, $nd its o6ple:ity resists the sort o5 strutur$l$n$lysis #e #ere $ble to per5or6 on C$!ney, L$ey, $nd +$!!$rt in h$pter 9. llen$r!ues th$t so$p oper$Ds repetitiousness, its synt$!6$ti redund$ny o5 repe$ted t$l*





<1974 44= su!!ests th$t the 5e6inine sub?etiity is less entered th$n the 6$suline. tsl$* o5 enter produes $n inseure bound$ry to the 5e6inine e!o

in $ny !ien soiety, 5e6inine person$lity o6es to de5ine itsel5 in rel$tion $ndonnetion to other people 6ore th$n 6$suline person$lity does <in psyho$n$lytiter6s, #o6en $re less indiidu$ted th$n 6en they h$e 6ore 5le:ible e!o bound$ries=.Moreoer, issues o5 dependeny $re h$ndled $nd e:periened di55erently by 6en $nd#o6en. For boys $nd 6en, both indiidu$tion $nd dependeny issues beo6e tied up#ith the sense o5 6$sulinity, or 6$suline identity. For !irls $nd #o6en, by ontr$st,issues o5 5e6ininity, or 5e6inine identity, $re not proble6$ti in the s$6e #$y. +hestrutur$l situ$tion o5 hild re$rin!, rein5ored by 5e6$le $nd 6$le role tr$inin!, produesthose di55erenes, #hih $re repli$ted $nd reprodued in the se:u$l soiolo!y o5 $dultli5e.

-19-

<Guoted in ro#n 198;=

'hether this is $n inherent, n$tur$l di55erene bet#een 5e6$les $nd 6$les or $ soi$lly produed one is $ sub?et o5 onsider$ble deb$te. 'h$t is not $t issue, ho#eer, is th$t theultur$l 5or6$tions o5 p$tri$rhy onst$ntly reprodue $nd re$lid$te these di55erenes,$nd so$p oper$s #or* 6ore e:pliitly th$n 6ost $rt 5or6s to onnet #ith #o6enDsdeentered sub?etiity, their soi$l rel$tions in p$tri$rhy, $nd the struture o5 te:ts th$t$re popul$r #ith the6.

+he deenteredness o5 the so$p oper$ 5or6 #ith its 6ultiple re$din! positions is $r!ued by theorists suh $s Modles*i <1982= to be the te:tu$l eGui$lent o5 #o6$nDs role in the p$tri$rh$l 5$6ily. Aere she is deentered, 5indin! her identity only in her rel$tionships#ith hildren $nd husb$nd, onst$ntly reonstitutin! hersel5 to $o66od$te the

h$n!in! de6$nds o5 these rel$tionships.

(i6il$rly, the onst$nt repetition o5 plot the6es <'iebel 1977, in Modles*i 1982, listsei!ht $s the 6ost 5reGuent= $nd the ineit$bility o5 their outo6es $n be seen $s $ 5or6$leGui$lent o5 the do6esti routine i6posed upon house#ies. n this ie# the6ultipliity o5 h$r$ters $nd plots is eGui$lent to the 6ultipliity o5 si6ult$neous t$s*sth$t 6$*e up house#or*. +he 5reGuent interruptions o5 the teleision te:t <o5 one plotline by $nother, o5 pro!r$6 by o66eri$l= $re the te:tu$l eGui$lent o5 the onst$ntinterruptions o5 house#or*, $nd the l$* o5 n$rr$tie losure p$r$llels the unendin!n$ture o5 house#or*.

+he di55erene bet#een #o6enDs $nd 6enDs 6odes o5 ie#in! in the 5$6ily 5ollo#s $si6il$r p$ttern. Morley <198;= h$s sho#n ho# #o6en typi$lly ie# #hile doin!so6ethin! else, o5ten house#or*, #hile 6en tend to ie# 6ore onentr$tedly. Fe6inine#or*, 5e6inine ie#in! pr$ties, $nd 5e6inine te:ts o6bine to produe deentered,5le:ible, 6ulti5oused 5e6inine sub?etiities. ll o5 these ele6ents $re ontr$sted #ith6$le #or*, 6$suline te:ts, $nd $ 6$suline sub?etiity.





+his is not to s$y th$t 6en do not e:periene proble6s #ith p$tri$rhyDs onstrution o56$sulinity they ert$inly do, $nd the popul$rity o5 pro!r$6s li*e The .;Team depends,to $ !re$ter or lesser e:tent, on the de!ree to #hih they o55er 6e$nin!s th$t $re o5 use ino6in! to ter6s #ith the di55erenes bet#een the e:perienes o5 6en in their $rioussoi$l positions $nd the ideolo!i$l onstrution o5 6$sulinity #hih is o55ered $s the#$y to 6$*e sense o5 those e:perienes.

□ The str/ct/re of the masc/line ATeam

The .;Team $nd 6$sulinity, then, $re both ultur$l onstruts #or*in! to set up6e$nin!s $ordin! to $ struture o5 si6il$rities $nd di55erenes. +he -+e$6 onsists o55our 6en <there #$s ori!in$lly $ #o6$n in the te$6 but she #$s #ritten out $5ter the 5irstse$son=. +hey $re Bietn$6 eter$ns, 6e6bers o5 $ r$* o66$ndo unit #ron!ly$used o5 $ #$r ri6e. +hey es$ped $nd oper$te no#, outside the o55ii$l l$#, helpin! po#erless but #orthy people to de5end the6seles $!$inst ri6in$l $nd eil 5ores in$re$s #here the o55ii$l syste6 o5 l$# $nd order is ine55etie. %$h o5 the JlientsK h$sto 6eet t#o riteri$ - they 6ust be $ble to p$y, $nd they 6ust h$e the initi$tie $nddeter6in$tion to 5ind the -+e$6. +here is ert$inly no soi$list 6oti$tion o5 helpin!

the #e$* $s $ l$ss - only those #ho e:hibit the o6petitie, indiidu$listi, $ndeono6i 6oti$tions $ppropri$te to $pit$lis6.

-198-

+he te$6 is led by A$nnib$l (6ith <pl$yed by eor!e epp$rd=, $ 6$n in l$te 6iddle$!e, s$rdoni, $ 6$ster o5 dis!uise, physi$lly 5it, #ho is prone to li!htin! $ ph$lli i!$r$t 6o6ents o5 $hiee6ent $nd s$tis5$tion. Ais seond in o66$nd is +e6pletonJF$eK e* <ir* enedit=, $ !ood-loo*in!, h$r6in! 6$n, !ood $t $doptin! $ $rietyo5 soi$l roles in order to on his #$y into soi$l !roups $nd situ$tions. Ais #e$*ness is#o6en he o5ten 5$lls 5or 5e6$le lients $nd h$s to be torn $#$y 5ro6 the $r6s o5 $ pretty

!irl $t the end o5 $n episode. . . $rr$us <pl$yed by Mr += is the J6usleK o5 the te$6.Ae is $ hu!e bl$* #ith $ Mohi$n h$irut #ho #e$rs l$r!e Gu$ntities o5 !old h$ins$round his ne* $nd b$n!les on his #rists. Ae is the drier o5 the te$6Ds $n, theiren!ineerin! $nd e:plosies e:pert. +he 5in$l 6e6ber is JAo#linD M$dK Murdo*<#i!ht (hult=, #ho lies in $ 6ent$l hospit$l <presu6$bly $s $ result o5 the Bietn$6tr$u6$= 5ro6 #hih he h$s to be sprun! 5or e$h 6ission. Ais 6ent$l inst$bility is o5ten6$ni5est in hildish beh$ior $nd e:pressions, but he is $n e:pert heliopter pilot $nd $!ood b$*-up drier.

+he struture o5 si6il$rities $nd di55erenes underlyin! the -+e$6 $nd 6$sulinity $n be 6odeled $s sho#n in Fi!ure 11.1.

Figure 11.1 Str/ct/re of masc/linity in The A-Team

-199-

+he te$6 $s $ #hole $n be seen $s $ o6posite struture e6bodyin! those ontr$ditionso5 6$sulinity th$t proble6$tie it 5or 6en liin! in p$tri$rhy. Let us $n$lye thisstruture in so6e det$il to ree$l ho# it #or*s $s $ struture o5 6$sulinity.



@ne $spet o5 6$sulinity in our ulture is its onnetion #ith 6$turity. Je $ 6$nK is $5reGuent $d6onition to youn! boys th$t reGuires the6 to beh$e 6ore 6$turely th$n their physi$l $!e. M$ny popul$r n$rr$ties dr$6$tie the Jbound$ry ritu$lsK #hereby $ youthrosses into 6$nhood. n The .;Team, the di$hroni proess o5 6$tur$tion is presentedsynhroni$lly. Murdo*, unsoi$lied $nd so6e#h$t #ild, represents the in5$ntinstintu$l 6$le. . . $rr$us is the youn! boyDs 5$nt$sy o5 6$sulinity $s physi$lstren!th <inludin! its 6eh$ni$l e:tension into !uns, $rs, $nd 6$hinery=. . . is p$rtiul$rly popul$r #ith boys $t the $!e $t #hih they h$e le$rnt th$t their 6$sulinityreGuires the6 to be do6in$nt, but #ho h$e neither the physi$l stren!th nor the soi$l position to 6eet this reGuire6ent.

A$nnib$l $nd F$e, on the other h$nd, represent $dult 6$sulinity. +heir po#er ise:erised 6ore by soi$l 6e$ns th$n physi$l they pl$n $nd she6e #here$s Murdo*$nd . . $t. +hey $re the br$ins o5 the Murdo*-. . body. A$nnib$l is the 6ore6$ture $nd h$s the $uthority o5 his e:periene $nd $bility to pl$n suess5ully. F$e is theyoun! $dult, #ho i6poses his #ill on others by soi$l 6e$ns suh $s h$r6 or role pl$yin!, but #hose ro6$nti #e$*ness sho#s $ p$rti$l loss o5 sel5-ontrol th$t 6$*es hi6Jyoun!erK th$n A$nnib$l $nd loser to Murdo*. Ae is lose to the bound$ry bet#een the

$dolesent $nd the 6$ture $dult. A$nnib$l, on the other h$nd, is the 6$ture 5$ther 5i!ure.A$nnib$lDs sel5-ontrol is $uthenti$ted by the 5reGuent press $ounts o5 eor!eepp$rdDs preious reput$tion $s $ h$rd-drin*in! hell-r$iser $ JMurdo*i$nK #ildnessth$t h$d to be ontrolled be5ore he ould be $llo#ed to pl$y A$nnib$l (6ith.

A$nnib$l, $s le$der o5 the te$6, e:hibits 6ost o5 our ultureDs onstruts o5 6$sulinity.s (here Aite <1981= disoered, in her surey o5 #h$t 6en thou!ht 6$sulinityonsisted o5, J$ 6$n should be sel5-$ssured, un$5r$id, in ontrol $nd $utono6ous orsel5su55iient, not dependentK. @ther Gu$lities th$t e6er!ed #ere those o5 le$dership, the$bility to t$*e h$r!e, $nd depend$bility. Root <1984 1;= desribes $ si6il$r study in#hih inesti!$tors

$s*ed dotors, psyhi$trists $nd soi$l #or*ers 5or de5initions o5 Jnor6$l $dultsK,Jnor6$l he$lthy 6enK $nd Jnor6$l he$lthy #o6enK. +he lists in the 5irst t#o $te!ories,$dults $nd 6en, #ere $l6ost identi$l, #ith independene, sel5-reli$ne $nd resilienestron!ly 5e$tured. Jnor6$l he$lthy #o6$nK, ho#eer, turned out to be $l6ost theopposite o5 $ Jnor6$l he$lthy personK, $nd #$s desribed $s ulner$ble, dependent $nd in6$ny #$ys hildish.

-200-

M$turity $nd 6$sulinity o6e to!ether in $ on5ident de5inition #hih 6$s*s $ host o5ontr$ditions. n order to lie up to it in $pit$lis6 6en 6ust under!o $ o6ple: set o5e:perienes inolin! repressions, !uilt, $nd ontr$ditory 5eelin!s. +hese $re enteredon the roles o5 #o6en $nd 6$rri$!e, $nd the or!$ni$tion o5 #or* $nd soiety $nd theyinole the onst$nt rede5inition o5 6$suline identity in $ $pit$list p$tri$rhy. (o6e o5the ter6s #e #ill use to e:plore these $re$s $re psyholo!i$l ones, but the ontr$ditionsin the 6$suline psyhe $re l$r!ely soi$lly produed $nd ert$inly reprodued in soi$l





M$sulinity in p$tri$rh$l $pit$lis6 is shot throu!h #ith ontr$ditions $nd repressions.Freud $r!ues th$t the 6$le hild !ies up $ se:u$l desire 5or his 6other 5ro6 5e$r o5ri$lry #ith the 5$ther $nd the thre$t o5 $str$tion #hih this #ould brin!. For, in psyho$n$lyti theory, one o5 $n in5$ntDs 5irst onstrutions o5 identity is th$t o5 !ender,$nd 6$le in5$nts le$rn Gui*ly th$t 6$sulinity brin!s #ith it soi$l po#er. ut, in orderto $hiee this po#er, the boy h$s to re?et his 6other $nd suppress both his loe 5or her$nd the 5e6inine in hi6sel5 in order to identi5y #ith the 5$ther $nd the po#er o5 the6$suline. %$sle$ <1983= su!!ests th$t in 6$ny trib$l soieties this inoles $ess to the po#er o5 J6enDs 6$!i. K 'e h$rdly need LVi-(tr$uss to re6ind us th$t in our soietiestehnolo!y $nd siene h$e repl$ed J6$!i, K $s the soi$l 6$ni5est$tions o5 6$le po#er. For boys, !uns $nd 6$hinery $re not ?ust sy6boli o6pens$tions 5or their l$*o5 physi$l stren!th, nor #$ys o5 o6pens$tin! 5or their eny o5 #o6enDs prore$tie po#er, they $re their 6e$ns o5 entry into the 6$suline. Chodoro# <1978= e:pl$ins the boyDs entry into the #orld o5 6$le po#er 6ore psyho$n$lyti$lly

boy !ies up his 6other in order to $oid punish6ent, but identi5ies #ith the 5$ther be$use he $n then !$in the bene5its o5 bein! the one #ho !ies punish6ent, o5 bein!6$suline $nd superior. . . . Co6p$red to $ !irlDs loe 5or her 5$ther, $ boyDs @edip$l loe

5or his 6other, be$use it is $n e:tension o5 the intense 6other-in5$nt unity, is 6oreoer#hel6in! $nd thre$tenin! 5or his e!o $nd sense o5 <6$suline= independene. . . .+his 6other-son loe thre$tens her husb$nd $nd $uses hi6 to resent his son. +heintensity o5 the @edip$l 6other-son bond <$nd the 5$ther-son ri$lry= thus $uses itsrepression in the son. <p. 131=

syho$n$lyti theory tells us th$t the repression o5 the 5e6inine in the 6$le $nd there?etion o5 the 6other #ith its subseGuent @edip$l !uilt $re the ori!ins o5 the 6$ss o5ontr$ditions $nd repressions th$t onstitutes 6$sulinity in p$tri$rhy. t proposes th$t#o6en, $s e6bodi6ents o5 the 5e6inine, thre$ten the 6$suline by brin!in! #ith the6the 6$leDs !uilt $nd 5e$r o5 $str$tion. 'o6en st$nd 5or the repressed in the 6$le $nd the

de$lued in p$tri$rh$l soiety, th$t is, the ulner$ble, the senti6ent$l, e6otion,o66it6ent, nurturin!, $rin!. s Aollo#$y puts it

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S'o6enT h$e $lre$dy been onstruted in suh $ #$y th$t they 6$ni5est the Se6otion$lTh$r$teristis th$t 6en $re suppressin!. Li*e#ise S#o6enT e:periene the6seles $s#$ntin! o66it6ent $nd, 6$teri$lly, $re 6ore li*ely to be in $ position o5 needin! it, be$use this is ho# they h$e been positioned histori$lly.

<in Moye 198 1=

+he repressed 5e6inine is de5ined opposition$lly to the 5ore!rounded 6$suline, $nd "elson <198= h$s olleted so6e o5 the se6ioti $re$s upon #hih this !ender di55ereneis o66only onstruted in our soiety

6$suline 5e6inine

$tie p$ssie



presene $bsene

$lid$ted e:luded

suess 5$ilure

superior in5erior

pri6$ry seond$ry

independent dependent

unity 6ultipliityor!$nied s$ttered

intellet i6$!in$tion

lo!i$l illo!i$l

de5ined unde5ined

depend$ble $priious

he$d he$rt

6ind body

sub?et ob?et

penis $!in$

5ir6 so5ts*y e$rth

d$y ni!ht

$ir #$ter

5or6 6$tter

tr$nsendene inure6ent

ulture n$ture

lo!os p$thos

<Guoted in ro#n 1987b=

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t is i6port$nt to re6e6ber here th$t these h$r$teristis $re ultur$l onstruts o56$sulinity $nd 5e6ininity $nd in no #$y 5or6 $ set o5 n$tur$l di55erenes bet#een 6$les$nd 5e6$les, ho#eer 6uh the physi$l di55erenes bet#een the se:es 6$y be 6obiliedin $n $tte6pt to n$tur$lie the6. espite Jo66on sense, K the !re$ter stren!th o5 the6$le body is not $ re$son 5or the soi$l po#er o5 the 6$suline si6il$rly the 5e6$leDso6p$r$tie #e$*ness does not e:pl$in the J5e6inineK desire 5or o66it6ent, nor doesher $bility to be$r hildren neess$rily produe the J5e6inineK Gu$lities o5 nurturin! $nd$rin!. Cultur$l onstruts, ho#eer n$tur$lied, $re not produed by n$ture.

+hese oppositions $re p$tri$rh$l ones 5or they $rry the onnot$tions deried 5ro6 theirhistory th$t the J6$sulineK h$r$teristis $re po#er5ul $nd $lued #here$s theJ5e6inineK ones $re #e$*er $nd de$lued. @ur ultur$l deelop6ent o5 6$suline $nd5e6inine identities h$s built into it notions o5 6$le superiority.

+hese Jin5eriorK $nd J#e$*K h$r$teristis o5 the 5e6inine $re repressed in the6$suline psyhe $nd e<scribed 5ro6 the 6$suline n$rr$tie. %:sription, the opposite





$nd o5 eroti desire 5or #o6en. Flitter6$n <198= $r!ues th$t Magnum p$i$ h$s, oer itsrun, !r$du$lly pl$ed !re$ter e6ph$sis on the spet$le o5 the st$r, +o6 (elle*, $s $neroti ob?et. (he !oes 5urther th$n "e$le in $r!uin! th$t this is p$rt o5 $ 5e6ini$tion o5the series #hih, by re$din! (elle*IM$!nu6Ds body $s enoded in the s$6e #$y $s thelush, sensuous be$uty o5 the A$#$ii$n senery, opens up the series to nonp$tri$rh$l ple$sures 5or #o6en. Morse <1983= $lso 5inds in teleisionDs displ$y o5 6$le bodies, thisti6e in sport, eidene th$t the $pp$rent !lori5i$tion o5 6$suline pro#ess need not$l#$ys be re$d in th$t #$y. +here is $ re$din! th$t $llo#s #o6en to ob?eti5y the 6$le body $nd subordin$te it to their desires. Miami Aice displ$ys $s 6uh 6$le 5lesh $s5e6$le, i5 not 6ore, $nd the n$rr$ties o5 Magnum p$i$ $re re!ul$rly interrupted by shotso5 (elle*IM$!nu6 in the sur5 or on the be$h, serin! $ n$rr$tie $nd ideolo!i$l5untion th$t p$tri$rhy onention$lly reseres 5or shots o5 the 5e6$le body <see h$pter12=. +he 6$le b$thin! be$uty is $ 6odi5i$tion o5 tr$dition$l represent$tions o56$sulinity, $lbeit $ proble6$ti one.

□ The asence of 9or5 and marriage

'or*, in p$tri$rh$l $pit$lis6, pl$ys $ entr$l role in produin! $ 6$suline identity, but

is not #ithout its ontr$ditions. For 6$ny 6en, i5 not 6ost, the onditions o5 #or* $resuh th$t it sub?ets the6 $nd #or*s to onstrut the6 $s dependent $nd po#erless. )et itis upon the 6$nDs position $s the bre$d-#inner th$t his 6$sulinity $nd po#er in the5$6ily depends. Men typi$lly report <see +olson 1977= th$t unp$l$t$ble #or* is 6$de be$r$ble only be$use it proides the6 #ith the s$tis5$tion o5 proidin! 5or the 5$6ily<$nd #ith the po#er th$t this brin!s=. $tri$rh$l resist$ne to #or*in! #ies is o5tenstron!est in l$sses $nd ethni !roups #here the 6en h$e lo# st$tus, lo# soi$l po#er,$nd lo# ino6es. +he need 5or #o6en to ontribute to the 5$6ily ino6e is o5teneono6i$lly stron!est #hen ideolo!i$lly 6ost thre$tenin! $s it $ppe$rs to underut the6$nDs only re6$inin! soure o5 po#er.

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ut een 6en #ho $re $ble to proide $deGu$te ino6e 5or their 5$6ilies do not es$pethe ontr$ditions o5 6$sulinity. +he Jbre$d#innerK role 6$y be $ soure o5 po#er, butit $lso 5or6s $ prison #hih denies 6$suline independene $nd 5reedo6. +he oneptJbre$d#innerK ont$ins #ithin it the do6$ins o5 #or* $nd o5 the 5$6ily $nd theontr$ditions in both, 5or in it the 6$suline role is e:periened $s $ onst$nt $ill$tion bet#een po#er $nd sub?etion, bet#een 5reedo6 $nd restr$int.

The .;Team is 5ull o5 i6$!es o5 restr$int $nd the 6$suline desire to bre$* the6. Mr +<#ho pl$ys . . = #e$rs !old h$ins $nd b$n!les $s $ re6inder o5 the reent sl$ery o5

bl$* people in 6eri$. +his intended 6e$nin! is not, ho#eer, on5ined to itsintention. +he ontr$ditions in h$in! the sy6bols o5 sl$ery 6$de in !old <the sy6bolo5 suess= $nd 6ultiplied e:essiely <see Fi!ure 11.2= open the6 up to $ $riety o56e$nin!s ne!oti$ble by di55erently situ$ted 6$les #ithin this di$lo!ue bet#een 5reedo6$nd restr$int. +he 6e$nin!s o5 !old 6$y be 6ore i6port$nt 5or #hites th$n bl$*s, the#ei!ht $nd stren!th o5 the h$ins 6$y be 6ore i6port$nt 5or so6e 6$les, theirstylishness 5or others, but $ll 6en $re o55ered the opportunity to ne!oti$te $ppropri$te



6e$nin!s 5or the6seles #ithin the se6ioti e:ess !ener$ted by the on?unture o5 !old,h$ins, style, physi$l stren!th, $nd bl$*ness.

n the sho#Ds title seGuene, . . bursts onto the sreen by s6$shin! throu!h $ door, $nd$rs bre$* throu!h #indo#s $nd #$lls. +he oie-oer tells us th$t the -+e$6 es$ped5ro6 their $r6y $users in Bietn$6. +hese i6$!es o5 6$le po#er bre$*in! 5ree $re6et$phors 5or 6$sulinityDs desire to bre$* throu!h the l$#s $nd the soi$l onstr$ints#ith #hih soiety tries to ont$in it.

M$le se:u$lity is understood to h$e $ Jn$tur$lK #ildness th$t is d$n!erous $nd in needo5 ontrol. +he tension bet#een soiety $s $ syste6 o5 $rti5ii$l restr$ints $nd 6$sulinity$s n$tur$lly #ild $nd i6per$tie produes $ set o5 ontr$ditions th$t $re e6bodied inMurdo*. Ais #ildness reGuires hi6 to be lo*ed up in $n institution 5ro6 #hih he h$sto be 5reed 5or spei$l

-20;-

Figure 11.2 'r T

-207-

pro?ets, in ?ust the s$6e #$y $s Jre$l 6$sulinityK $n only be 5reed 5ro6 its soi$lontrol on spei$l o$sions. +he soi$l de5inition o5 Murdo* $s Jins$neK is ontr$dited by his $lue $nd suess #hen inte!r$ted into the 6$suline struture o5 The .;Team, $ndyet his $lue to the te$6 hin!es on the 5$t th$t he needs to be lo*ed up 5or 6ost o5 theti6e. t is #orth pointin! out here the sy6boli role o5 Cro*ettDs pet $lli!$tor in theeGu$lly, but ery di55erently, 6$suline sho# Miami Aice$ +he $lli!$tor <the #ild

pri6itie side o5 6$n= is *ept h$ined up but o$sion$lly bre$*s 5ree to !o on $ r$6p$!eo5 destrution.

M$sulinity is $ p$r$do: o5 po#er $nd disipline. +he priile!e o5 $uthority is bou!ht bythe disipline o5 duty $nd serie. M$nDs $hiee6ent $t #or* is in the serie o5 his5$6ily, $t #$r in the serie o5 his n$tion, in sport in the serie o5 his te$6 or ountry.+he -+e$6 h$s the priile!e o5 $tion $nd po#er but only in the serie o5 the #e$*, o5those su55erin! in?ustie. s +olson <1977= puts it

n the 5in$l $n$lysis, J6$sulinityK is $ *ind o5 ultur$l bribe. boyDs soi$l o66it6entis #on $t the prie o5 his independene - 5or #hih he is o55ered the e6pty pro6ise o5

J6$nhoodK. +he ery notion o5 J6$nhoodK is intern$lly p$r$do:i$l - o55erin! $ dre$6 o55ul5il6ent on ondition th$t the boy sub6its to $uthority $nd onention. . . . +his p$r$do: points the #$y to #or*, #hih beo6es $ 6$nDs entr$l e:periene. <p. 4;=

n p$tri$rh$l $pit$lis6 6$sulinity is $ proble6 strutured $round notions o5 po#er $ndserie, 5reedo6 $nd disipline, indiidu$tion $nd dependeny. +his proble6 isonst$ntly $ti$ted by the se:u$l soiolo!y o5 $dult li5e in the 5$6ily, in the #or*pl$e,$nd in soiety $t l$r!e, $nd it needs onsistent sy6boli solutions i5 6$sulinity is to



$ppe$r in its o#n eyes $s le$rly de5ined $s the 6en sureyed by Aite <1981= l$i6ed th$tit #$s. +he tension bet#een po#er $nd disipline, 5reedo6 $nd restr$int, $uthoritye:erted $nd sub6itted to, is built into the struture o5 The .;Team <see Fi!ure 11.1= $s itis into our ultur$l de5inition o5 6$sulinity.

+he interte:tu$l rel$tions $ti$te re$din!s $round these ontr$ditions. Mr + h$s beo6e$l6ost indistin!uish$ble 5ro6 . . $rr$us, p$rtly be$use the $ppe$r$ne, dress, $ndstyle $re identi$l in both Jh$r$ters, K $nd p$rtly be$use o5 the e:$tness o5 the 5it bet#een the Jre$lK Mr + $s portr$yed in the seond$ry te:ts, the 5ition$l Mr + in the$rtoon pro!r$6 n$6ed $5ter hi6, $nd the 5ition$l . . in The .;Team$ <(ee Fi!ure11.2. =

t is #idely reported th$t Mr + used to be $ pro5ession$l body!u$rd, usin! his stren!th inthe serie o5 others. Ais stren!th is $lso ont$ined $nd ontrolled by his stron! reli!ious$nd 6or$l onitions. n the $rtoon series he <$6bi!uously Mr + or . . = $ppe$rs in $5il6ed insert $t the st$rt $nd 5inish o5 e$h $denture to point the 6or$l, soi$llyon5or6in! 6ess$!e.

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+his insert is interestin! 5or it not only 6$*es erti$l $nd horiont$l interte:tu$l rel$tions6ore e:pliitly th$n is typi$l, but it $lso on5uses 6od$lities. C$rtoons be$r $Jondition$lK rel$tionship to the sense o5 re$lity they do not #or* in the indi$tie 6odeo5 re$lis6 #hih s$ys J+his is h$ppenin!, K but in the ondition$l 6ode - J+his #ould <orould= h$ppen i5 . . . . K Aod!e $nd +ripp <198;= h$e sho#n ho# Gui*ly youn! ie#erso5 teleision le$rn to deode the $rious 6od$l rel$tionships bet#een the represent$tion$nd the re$l. +hey do not on5use the lo# 6od$lity o5 $rtoons #ith the hi!h 6od$lity o5ne#s. Aenderson <198;= $nd @sborn <1984= h$e 5ound th$t hildren reo!nie theo6p$r$tiely lo# 6od$lity o5 The .;Team, they *no# th$t no one is hurt by the iolene

$nd th$t 6uh o5 the $tion is Ji6possible. K Lo# 6od$lity le$rly inites 5$nt$sy, $ndMr +Ds re$listi, hi!h-6od$lity 5il6 inserts #or* to onnet th$t 5$nt$sy to soi$l re$lity.

Mr +Ds 6$sulinity $lso #or*s throu!h his onnetion #ith sport. n the $rtoon series heruns $ !y6n$siu6 5or hildren $nd teen$!ers #ho $lso $o6p$ny hi6 on his $dentures.+he !y6 is #here physi$l $bilities $re both built up $nd ontrolled. (i6il$rly, Mr + $lsot$*es p$rt in pro5ession$l #restlin!. +his is the teleision spet$le #here the soi$lontrol oer the n$tur$l #ildness $nd $!!ression o5 6$sulinity is $t its 6ost 5r$!ile. +herel$tie i6potene o5 the re5eree <the 6etony6 5or soi$l ontrol= to preent the $re5ullyst$!ed 5i!hts $nd rule bre$*in! is $ entr$l p$rt o5 the spet$le.

For ?ust underne$th $ll o5 Mr +Ds i6$!e $s the protetie, responsible 6$le, lies JAo#linDM$d Murdo*. K Ae is Guoted

re$lly h$e $ split person$lity, so6ethin! li*e r /e*yll $nd Mr Ayde. D6 nie $nd *ind- i5 you le$e 6e $lone. ut i5 D6 rossed, then you $s*ed 5or itO

< Fame, Febru$ry 10, 198;3=



Ae is $s po#er5ul $ 6e$nin! !ener$tor $s he is be$use he e6bodies so pre$riously thetension bet#een the unontroll$ble n$tur$l 5ores o5 6$sulinity $nd the opposin! 5oreso5 soiety.

□ The A-Teamas achievement

M$sulinity $n neer be t$*en 5or !r$nted. oys le$rn to proe it onst$ntly in $rious5or6s o5 o6petition #ith e$h other. +olson <1977= $r!ues th$t 5or 6iddle-l$ss boys,this o6petitie proo5 is o5ten h$nneled into shool $nd sport. For #or*in!-l$ss boys,#ho 6$y 5ind shool $lues $lien, 6$sulinity is 5ound in the peer !roup or !$n!.M$int$inin! their 6e6bership inoles $ onst$nt per5or6$ne o5 $!!ression $ndtou!hness typi5ied by !$6es o5 d$res $nd h$llen!es. !!ression is the b$sis o5 6uh#or*in!-l$ss style, $nd o5 6$le youth style in !ener$l. M$sulinity is per5or6$ne. The .;Team e6bodies ele6ents o5 the 6iddle-l$ss te$6 or soi$l or!$ni$tion $lon! #iththose o5 the $!!ressie #or*in!-l$ss !$n!, #hih 6$*es it se6ioti$lly $essible to $$riety o5 di55erently situ$ted 6$les.

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Men $re $st into e$seless #or* $nd $tion to proe their #orth. +he inseure b$se o56$sulinity 6e$ns th$t it is onst$ntly h$in! to be re$hieed p$rtiul$rly in the eyes o5others. JM$sulinity, K then, is onstruted $s $n $!ent o5 $pit$lis6, be$use it both6oti$tes the 6$n to $hiee in #or*, $nd *eeps hi6 $ prisoner in #or* #hen he 5indsth$t his $hiee6ent is hollo#, th$t it is 5or the bene5it o5 others <his 5$6ily or his boss=,not 5or hi6sel5.

C$pit$list ideolo!y is eGu$lly #ell sered by the ide$ th$t $ 6$n 6ust be $ble to ope#ith $ny situ$tion. M$sulinity beo6es $l6ost $ de5inition o5 the superhu6$n, so it beo6es th$t #hih $n neer be $hieed. C$pit$lis6 needs this !$p bet#een the

6$teri$l e:periene o5 6en $nd the ideolo!i$l onstrution o5 6$sulinity to *eep 6enstriin! 5or 6ore $nd 6ore $hiee6ent in order to 6$int$in the Jn$tur$lnessK o5 theideolo!i$l onept o5 pro!ress, #hih is so entr$l to $pit$lis6.

hiee6ent $nd suess5ul per5or6$ne <the pri6$ry de5iners o5 6$sulinity= $re the5und$6ent$l reGuire6ents o5 $pit$lis6. The .;Team $nd other teleision $denturesho#s pl$y $ it$l p$rt in the irul$tion $nd 6$inten$ne o5 these 6e$nin!s o56$sulinity. +heir reGuire6ent th$t e$h episode ends in suess #hih is $hieed by $onst$nt displ$y o5 6$suline per5or6$ne di55erenti$tes the6 sh$rply 5ro6 the so$poper$s, $nd $ssoi$tes the6 #ith porno!r$phy.

□ The phall/s, the penis, and porn

MoyeDs <198= $ount o5 porno!r$phy $lso stresses the role o5 per5or6$ne.orno!r$phy redues 6$sulinity to penile per5or6$ne uno6pli$ted by $ny 5e6ininenotions o5 $rin! or inti6$y. +he ob?eti5i$tion o5 the #o6$n is $nother #$y o5e:sribin! her 5e6ininity $nd di55erene 5ro6 the 6$le. s the 6yth o5 6$suline tot$lo6petene produes $n ideolo!y o5 the super6$n #hih the $tu$l 6$n $n neer$hiee, so the $tu$l penis $n neer, $s Moye points out, 6e$sure up to the ph$llus. +he



ph$llus is $ ultur$l onstrut it be$rs $ ultureDs 6e$nin!s o5 6$sulinity $nd $tte6pts ton$tur$lie the6 by lo$tin! the6 in the physi$l si!n o5 6$leness - the penis. +his use o5the n$tur$l to dis!uise the $rbitr$riness o5 the ultur$l is $r!ued by LVi-(tr$uss to beo66on to $ll soieties, een thou!h the 6e$nin!s o5 the ultur$l #ill $ry 5ro6 soietyto soiety.

+he use o5 !uns $nd ehiles <or other 6$hinery= $s #h$t $n be $lled Jpenilee:tendersK is $n $tte6pt to lose the !$p bet#een the penis $nd the ph$llus, bet#een there$l $nd the i6$!in$ry, or the 6$teri$l $nd the ideolo!i$l. +hey oper$te in L$$nDs #orldo5 the i6$!in$ry #here $tu$l 6$le per5or6$ne is uni5ied #ith the ideolo!y o56$sulinity $nd the !$p bet#een the6 is er$sed. +hey $tte6pt to deny the 6$sulineinseurity, #hether #e underst$nd this $s psyholo!i$l <e.!. @edip$l !uilt $nd thesuppression o5 the 5e6inine= or soi$l <e.!. the deni$l o5 soi$l po#er to so6e #or*in!-l$ss 6en or to those o5 Jde$luedK r$es, or the l$* o5 physi$l $nd soi$l po#er in boys=.

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M$le per5or6$ne in The .;Team, $s in Magnum, $s in "tars+y and !utch $nd the rest o5the !enre, is $l#$ys e55etie, $nd $l#$ys ideolo!i$lly s$ntioned. t is not $l#$yssoi$lly s$ntioned, ho#eer. The .;Team $re on the run 5ro6 the 6ilit$ry polie, $ndother detetie heroes 5reGuently oper$te outside, or in on5lit #ith, o55ii$l l$#en5ore6ent $!enies. %en polie6en, suh $s (t$rs*y $nd Auth, $re in onst$nton5lit #ith their superiors $nd the bure$ur$y o5 their institutions.

+his is h$rdly surprisin!, 5or soiety is, $s #e h$e $r!ued, in on5lit #ith the 5reedo6$nd #ildness o5 6$sulinity. t is eGu$lly in on5lit #ith th$t losely onneted ideolo!yo5 indiidu$lis6. (o the institution$l $!enies o5 soiety o5ten beo6e the ideolo!i$lene6y. n M$ .$ "$ !$ the re$l ene6y o5 A$#*eye $nd his 5riends is not the "orth

ore$ns, but the $r6y $s $ bure$ur$ti institution. %:essie bure$ur$y is $ o66onsi!n, in $pit$list popul$r ulture, o5 Co66unis6. C$pit$lis6 $s suh is neer n$6ed inthis ulture r$ther it lur*s bene$th 6ore $ept$ble onepts suh $s 5reedo6 $ndde6or$y $nd is $li!ned #ith suh n$tur$lied onepts $s the indiidu$l. +hus /$6esond de5e$ts the ill$in be$use he is $ 5ree indiidu$l, $ble to thin* Gui*ly $nd respond5le:ibly. +he ill$in, on the other h$nd, loses despite his #e$lth, his tehnolo!i$lstren!th, $nd his 6$npo#er be$use he is so bure$ur$ti $nd Jpro!r$66edK th$t he isout#itted by ond. Ae is $ prisoner o5 his soi$l or!$ni$tion, ond is 5ree. Aene ondis $n e6bodi6ent o5 $pit$lis6 <$lled 5ree de6or$y=, the ill$in $n e6bodi6ent o5Co66unis6 <or, $t le$st, o5 the #estDs popul$r onstrution o5 it=.

+he set o5 oppositions th$t strutures this rel$tionship is

indiidu$l soiety

5reedo6 onstr$int

n$tur$l $rti5ii$l

true 5$lse

!ood eil.



t $n be tr$ns5or6ed eGu$lly #ell into

the pri$te eye the polieIle!$l syste6

the -+e$6 the 6ilit$ry polie

de6or$y o66unis6

A$#*eye the $r6y.

-211-

'h$t interests here, o5 ourse, is ho# the $lues on the le5th$nd side o5 the struture beo6e inorpor$ted into 6$sulinity, #here$s those on the ri!ht $re 6$ni5est$tions o5the proble6s $nd oppositions th$t 6$sulinity 5$es in soiety.

+he #$y our ideolo!y 6er!es its onstrution o5 the 6$suline #ith th$t o5 the indiidu$l$nd the n$tur$l underlies yerDs <198= $r!u6ent th$t the penis-#e$pon $bsoles 6$n5ro6 responsibility 5or $ny h$r6 $used in the e:erise o5 his po#er. +he n$tur$l#ildness o5 6$sulinity <typi5ied 6ost i6pressiely $nd 5ri!htenin!ly by the i6$!e o5

Murdo* #ith $ 6$hine !un= reGuires soi$l ontrol or h$nnelin! into the ide$ls o5serie $nd responsibility. . . $nd Murdo* need the soi$l ontrol o5 A$nnib$l (6ith.'hen $ 6$le hero *ills, he h$s $ psyholo!i$l $libi th$t p$r$llels the soi$l $nd 6or$l$libi proided by the plot.

t $n $lso be $r!ued th$t the $libi o5 the penis-#e$pon $n be used to ?usti5y 6enDsse:u$l po#er oer #o6en $nd, 5in$lly, r$pe. +he typi$l p$tri$rh$l $nd $pit$list str$te!yo5 bl$6in! the iti6 is only the reerse o5 the s$6e oin.

+he heroine-in-?eop$rdy $nd the #o6$n-$s-iti6 $re produts o5 the s$6e p$tri$rh$lideolo!y. +he heroine-in-?eop$rdy orresponds to the repressed side o5 6$sulinity,

#hose repression $nd #e$*ness $re thus n$rr$tiely ?usti5ied. ut $lso, $ordin! to yer,in her role $s #o6$n-$s-iti6, she le!iti6$tes 6$le reen!e 5or the thre$t she poses to6$sulinity $nd 5or the !uilt she inspires. ut, p$r$do:i$lly, the 6$le still h$s to s$eher. yer <198= de6onstr$tes ho#, $t the points o5 6$:i6u6 d$n!er or terror 5or theheroine, the $6er$ typi$lly positions the spet$tor $s r$pistIterrorier, #here$s then$rr$tie positions hi6 or her #ith the hero $s s$ior. +he 6$le is thus doubly positioned$s oppressorIr$pist $nd s$ior #hih is $ p$r$llel p$r$do: to the 6uh 6ore o66onlyreo!nied one o5 #o6$n $s ir!in $nd #hore.

+he ontr$ditions bet#een the soi$l $nd the physi$l in The .;Team $re those bet#eenthe 6$le $s oppressor $nd $s s$ior. +he suess5ul per5or6$ne does not #or* si6ply to

lose the !$p bet#een the penis $nd the ph$llus, but to en$t the ontr$ditions bet#eenoppressin! $nd protetin!. +he s$6e Gu$lities th$t en$ble the 6$le to s$e the 5e6$le $rethose th$t en$ble hi6 to oppress <$nd r$pe= her. opul$r n$rr$ties $nd soi$l onditions$re shot throu!h #ith the s$6e ontr$ditions. +he une$siness o5 the resolutions th$t popul$r n$rr$ties $hiee is eidened by the need 5or the6 to be onst$ntly re$hieedni!ht $5ter ni!ht in pri6e-ti6e teleision.

□ 'ale onding and the hero team



+he e:sription o5 #o6en le$ds to $ 6$le bondin! #hih is $ lose rel$tionship proteted5ro6 the thre$t o5 inti6$y. +he bond o5 the -+e$6, o5 M$!nu6 $nd his o-heroes, is!o$l-oriented, not rel$tionship-oriented. +he rel$tionship is there to sere $ o66on !o$l,not the needs o5 the rel$tionship itsel5 it depends on $tion not on 5eelin!. +he need todepend on others is there, but it is e:tern$lied onto $ !o$l, not intern$lied into $ b$sineed o5 the 6$le. +he loseness o5 the ensuin! rel$tionship does not, there5ore, thre$ten6$suline independene, $nd the ?usti5i$tion o5 this inti6$y by the e:tern$l !o$l 6e$nsth$t the rel$tionship $n ont$in ho6ose:u$l desire $nd ple$sure #ithout either the !uiltor the un6$nnin! th$t typi5y represent$tions o5 the ho6ose:u$l in $ heterose:u$lideolo!y.

-212-

(t$rs*y $nd Auth e:hibited 6$ny si!ns o5 $ ho6ose:u$l rel$tionship, but their physi$l$nd e6otion$l inti6$y #$s not, in itsel5, $ soure o5 s$tis5$tion $nd ple$sure to the6.+heir 5ul5ill6ent $6e 5ro6 the !o$ls th$t their rel$tionship en$bled the6 to $hiee, not5ro6 the rel$tionship itsel5.

Chodoro# <1978= su!!ests th$t the #$y th$t 6$les $nd 5e6$les $re brou!ht up in oursoiety te$hes 6$les to 5ind their identity in !o$ls $nd $hiee6ents $nd 5e6$les to 5indtheirs in rel$tionships #ith other people. o$ls $re 6ore sin!ul$r th$n people $nd tend to be 6ore le$rly prioritied, thus 6$les deelop $ 6ore entered sub?etiity th$n do5e6$les. +hus 6$suline n$rr$tie tends to de$l 6ore #ith sin!ul$r !o$ls $nd$hiee6ents, 5e6inine n$rr$tie 6ore #ith people $nd rel$tionships. +he 6ultiple plots$nd 6ultipliity o5 h$r$ters in so$ps $re re5letie o5 $ 5e6inine sub?etiity $nd produtie o5 $ 5e6inine ple$sure. Conersely, the sin!ul$r or le$rly prioritied plotstruture o5 6$suline n$rr$ties is h$r$teristi o5 $ 6$suline sub?etiity $nd produtie o5 $ 6$suline ple$sure.

ut the $oid$ne o5 inti6$y pl$es the 6$le in $ terrible isol$tion, hene his need 5or $!o$l-oriented, nonthre$tenin! 6$le bondin!. +he te$6 hides the inseurity o5 theindiidu$l #ithout thre$tenin! his independene. "o 6$n, despite the 6yth, $n be tot$llyo6petent, unless he h$s J6$!iK $bilities <(uper6$n, the (i: Million oll$r M$n=, butthe hero te$6 $n 6old indiidu$l o6petenies into so6ethin! $ppro$hin! tot$lo6petene. +he -+e$6 loses the !$p bet#een the penis $nd the ph$llus.

ut the hero te$6 does 6ore th$n e6body the need 5or 6$le bondin! th$t ouronstrution o5 !ender de5inition $nd di55erene h$s produed. t $lso proides theie#ers #ith 6ultiple points o5 entry 5or their identi5i$tion #ith the hero.

For those #hose sense o5 6$sulinity see6s to be best $hieed throu!h physi$l or6eh$ni$l po#er, throu!h $n $!!ressie style, . . #ill proide the point o5 entry.+hose #hose sense o5 6$suline identity depends 6ore upon le$dership $nd pl$nnin!, prob$bly di55erent in soi$l situ$tion $nd $!e, #ill 5ind their 6e$ns o5 identi5i$tion inA$nnib$l. (i6il$rly, F$e $nd Murdo* proide other #$ys o5 prioritiin! the onepts$nd $bilities th$t onstitute 6$sulinity 5or di55erently situ$ted 6$les. %lse#here <Fis*e1987$= h$e sho#n ho# the hero te$6 o5 Magnum p$i$ #or*s si6il$rly, #ith, brie5ly, +.C., the bl$*, e6bodyin! physi$l $nd 6eh$ni$l po#er, Ai!!ins, the 6$?ordo6o,



e6bodyin! soi$l onstr$int $nd responsibility, $nd M$!nu6 hi6sel5, e6bodyin!5reedo6, indiidu$lis6, le$dership, $nd po#er in the serie o5 the #e$*.

-213-

+hese hero te$6s, or hero p$irs, $re $l#$ys hier$rhi$l #ith $ distint le$der. +heye6body po#er rel$tions #hih $ppe$r to be so rui$l to 6$sulinity #ithin their o#nstruture. +his po#er di55erenti$l is 5reGuently e:pressed in r$i$l di55erene. +he te$6so5ten inlude $ bl$*, #ho $l6ost ineit$bly is the drier - Mr +, +. C., or M$r* in >ronside (t$rs*y, the urb$n /e#, #$s the drier 5or the br$inier, olle!e-edu$tedAuthinson #ho Jh$ppenedK to be blond $nd ry$n. (uh 6i:ed-r$e hero p$irs h$elon! roots in ultur$l history $nd inlude the Lone R$n!er $nd +onto, C$pt$in h$b $ndEueeGue!, $nd Au* Finn $nd /i6. n 6ore reent series, suh $s Miami Aice, the po#erdi55erenti$l o5 the 6i:ed-r$e p$ir is less 6$r*ed, thou!h the r$e di55erene is still there.+he 6ore 5e6inine dr$6$ o5 Cagney and Lacey presents $ 6uh 6ore eGu$l p$rtnership,thou!h C$!ney is both 6iddle-l$ss $nd blonde n!lo-($:on, #here$s L$ey is #or*in!-l$ss $nd 5ro6 $n t$li$n 5$6ily. n our soiety po#er is distributed $lon! $:es o5 !ender,l$ss, $nd r$e, $nd the orrespondene bet#een the do6$ins $ts to n$tur$lie the st$tus

Guo, $nd the lose rel$tionship #ithin #hih th$t po#er is e:erised #or*s to 6ini6ie!ender, l$ss, $nd r$i$l di55erenes in $ displ$y o5 soi$l ohesion. ut despite theseuni5yin! 5ores in the te:t, the ontr$ditions bet#een the 6ore $nd the less po#er5ul stille:ist, $s they do in soiety, $nd the hero te$6s $re open to this sort o5 re$din!. +hosedenied po#er by their soi$l position $re the 6ore li*ely to $ti$te these sorts o5re$din!s, $nd the seond$ry te:ts 5reGuently $ter 5or the6.

+he o55-sreen dis$!ree6ents bet#een eor!e epp$rd, #ho pl$ys A$nnib$l, $nd Mr +,#ho pl$ys . ., #ere #idely reported in the press in 198 $nd 198;. +hey #or*edinterte:tu$lly to $ti$te the po#er di55erenes in the pri6$ry te:t, $nd to $t $s re$lis6oper$tors th$t blurred the distintion bet#een the represent$tion $nd the re$l by

6obiliin! $n $ount o5 the <$pp$rently= re$l to $uthenti$te the represented rel$tionship.Mr +, in one inident, o6pl$ined e:essiely $bout the serie on $ ship on #hih thete$6 #ere 5il6in!. eor!e epp$rd tried to $l6 hi6 do#n, $nd the $r!u6ent es$l$ted.n it, epp$rd #$s pl$yin! the 5$ther role $nd Mr + th$t o5 the #ill5ul hild bu*in!$!$inst disipline $nd soi$l restr$int. +he po#er di55erenti$l bet#een 5$ther $nd son $ndits onseGuent tension is r$rely $s e:pliit $s this in the 5ition$l -+e$6, but is there $s $subte:t $$il$ble to youn! or bl$* re$ders #hose soi$l interests #ould be sered by$ti$tin! it.

-214-

□ &ender and narrative form

ro#nDs <1987$= h$r$teristis o5 so$p oper$s 5or6 $ use5ul 5r$6e#or* 5or o6p$rin!6$suline dr$6$ suh $s The .;Team $nd 5e6inine dr$6$ suh $s so$p oper$.

1 (o$p oper$s not only l$* narrati'e closure, but $ppe$r to $tiely $oid it The .;Team, on the other h$nd, h$s to lose the te$6Ds n$rr$tie in e$h episode. @5 ourse, thislosure is not $s 5in$l $s th$t o5 $ boo* or $ 5il6, 5or #e *no# th$t the s$6e h$r$ters



#ill return ne:t #ee* in $ si6il$r $denture $nd the ontr$ditions e6bodied in thestruture o5 the te$6 re6$in unresoled.

"one the less they 6ust $hiee their ob?etie, usu$lly in $ li6$: desi!ned to displ$y6$suline per5or6$ne. +he #ord Jli6$:K is si!ni5i$nt 5or it h$s both $ se:u$l $nd $n$rr$tie $ppli$tion. yer <198= su!!ests th$t this is no oinidene, $nd $r!ues th$t thee6ph$sis on the li6$: $nd resolution in 6$suline n$rr$tie p$r$llels the i6port$ne!ien to the li6$: in 6$suline se:u$lity.

2 (o$p oper$s e6ph$sie the proess o5 problem sol'ing( intimate con'ersation( and the feelings th$t people under!o. The .;Team e6ph$sies $tion, di$lo!ue is 6ini6$l $ndo5ten urt <5or urtness onnotes 6$sulinity=. eter6in$tion to sueed repl$es5eelin!s, 6eh$ni$l in!enuity repl$es insi!ht into people, $nd suess in proble6solin! repl$es the proess. yer <198= su!!ests th$t in 6$suline se:u$lity $ndn$rr$tie, sedution $nd 5orepl$y $re 6e$ns to $n end #here$s in the 5e6inine they $resoures o5 ple$sure in their o#n ri!ht. +hey inole, in both n$rr$tie $nd se:u$lity, the5e6inine $lues o5 inti6$y $nd $rin!.

si6ple, i5 not si6plisti, su66$ry o5 this position #ould be th$t 5e6inine se:u$lity $ndn$rr$tie e6ph$sie the proess oer the end produt, #here$s the 6$suline !ies the produt priority oer the proess. Chodoro#, Guoted by Modles*i <1982 99=, su!!eststh$t the di55erenes bet#een 6$le $nd 5e6$le #or* in our soiety reprodue the s$6estruture. MenDs #or* is produt-oriented, #o6enDs house#or* <$nd their lo#er p$id#$!e #or*= is $ repetitie, endless proess. 'or* p$tterns, n$rr$tie 5or6, $nd the6e$nin!s !ien to !ender di55erene $re $ll onstruts o5 the s$6e p$tri$rh$l ulture so itis not surprisin! th$t they $re b$sed on the s$6e strutur$l pl$y o5 si6il$rity $nddi55erene. +heir e55etiity in !ender politis deries 5ro6 their rel$tie $utono6y #ithin$n oerdeter6ined syste6 th$t is, #or*, n$rr$tie, $nd se:u$lity $ppe$r to be sep$r$teultur$l do6$ins, but in 5$t they $re $ll sub?et to the s$6e p$tri$rh$l oerdeter6in$tion

so th$t they $ll tell the s$6e story. +his orrespondene bet#een $pp$rently $utono6ousdo6$ins 6$*es the JstoryK $ppe$r n$tur$l, $nd not $ ultur$l produt, so it beo6es $lltoo e$sy to $ept th$t these !ender di55erenes derie 5ro6 the physi$l di55erenes bet#een 6$le $nd 5e6$le. +his, o5 ourse, is #h$t p$tri$rhy desires 5or it n$tur$lies6$le do6in$tion $nd renders it $pp$rently unh$llen!e$ble.

-21-

$ies <1984b= $r!ues th$t the pri6e se:u$l ple$sure o55ered by so$p oper$s is th$t o5 the

proess o5 sedution, not its suess. +his 5its #ell #ith Modles*iDs <1982= belie5 th$tso$p oper$ ple$sure deries 5ro6 the onst$nt de5er6ent o5 $ !o$l, 5ro6 the e:periene o5obst$le $5ter obst$le to the 5ul5ill6ent o5 desire.

(ho#s li*e Cagney and Lacey $nd !ill "treet Blues $re interestin! 6i:tures o5 6$suline$nd 5e6inine 5or6. n Cagney and Lacey the 6$suline JendK o5 the n$rr$tie is o5tenne!leted in 5$or o5 $ 5e6inine e6ph$sis on the proess by #hih th$t end is $hieed.n one episode onernin! porno!r$phy the n$rr$tie $pp$rently posed 6$suline



Guestions #ill the t#o 5e6$le deteties sueed in oninin! the J6$leK polie 5ore$nd le!$l syste6 th$t porno!r$phy is not $ iti6less ri6e but th$t $ll #ho $re inoledin it $re its iti6sH 'ill they $lso brin! $ suess5ul onition $!$inst the produerIdistributor o5 porno!r$phi 5il6sH +heir $se hin!ed on the eidene o5 $#o6$n st$rIiti6 o5 his 5il6s. (he #$s relut$nt to testi5y $!$inst hi6 be$use she#ould lose her only soure o5 ino6e. n the 5in$l sene she entered the preint $nd 6etC$!ney $nd L$ey the episode ends #ith lose-ups o5 the three #o6en s6ilin! in theirsolid$rity, their $#$reness o5 their o66on interests $s #o6en. +he eni!6$ o5 then$rr$tie h$s been shi5ted 5ro6 the 6$suline - J'ill they n$il the porno!r$pherHK - tothe 5e6inine - Jy #h$t 6e$ns $n #o6en le$rn to identi5y $nd $t on their o66oninterests in p$tri$rhyHK

+he st$te o5 eGuilibriu6 #ith #hih the episode opens is one th$t be$rs the nor6s o5 $soiety th$t dis$pproes o5 porno!r$phy $nd the e:ploit$tion o5 #o6en #hile re6$inin! p$tri$rh$l, but the one on #hih it 5inishes le$es the porno!r$phy proble6 unresoled$nd, inste$d, sho#s the #o6enDs re$li$tion th$t in suh $ #orld they 6ust st$nd to!ether.+he 6is6$th bet#een the t#o st$tes deries 5ro6 the pro!r$6Ds 6i: o5 6$suline $nd5e6inine 5or6s.

$rt o5 the represent$tion o5 the st$te o5 eGuilibriu6 o5 the 6$suline n$rr$tie is $ ?o*eysene #hih turns out to be the eni!6$ o5 the 5e6inine n$rr$tie. n it C$!ney $ndL$eyDs $r bre$*s do#n. C$!ney tries to 5i: it, but 5$ils $nd loudly dre$ds the $rri$l o5the polie 6eh$ni $nd his ineit$ble se:ist re6$r*s $bout #o6enDs 6eh$ni$lino6petene. 'hile they $re #$itin! 5or hi6 they inesti!$te $ shot <#hih turns out to be p$rt o5 the 5il6in! o5 $ porno!r$phi 6oie=. @n their return, they 5ind the le!s o5 the6eh$ni sti*in! out 5ro6 under their $r. +he 6eh$ni slides out, they see th$t she is5e6$le, $nd C$!neyDs 5$e re!isters the on5litin! e6otions o5 relie5 $nd disbelie5. @nseein! th$t the ops $re #o6en, the 6eh$ni r$ises her eyebro#s in 6$suline disd$in$nd sneers, Jt 5i!uresOK +he sene, o5 ourse, is no ?o*e, but sets up the o6ple:ities $nd

ontr$ditions o5 5e6$leness $nd 5e6ininity #ithin p$tri$rhy. t est$blishes the eni!6$o5 the 5e6inine n$rr$tie - $n #o6en $hiee solid$rityH - $nd sets up the eGuilibriu6 o5$ soiety in #hih p$tri$rh$l he!e6ony is l$r!ely suess5ul #o6en li*e the 6eh$niunder#rite the syste6 by sueedin! in it, thou!h their suess is only possible throu!hthe $doption o5 6$suline h$bits o5 thou!ht. +his ensures th$t #o6en $re *ept diided5ro6 e$h other $nd thus un$ble to reo!nie their !ender-l$ss interests.

-21;-

n the inesti!$tion, $s in the openin! o5 the episode, this 5e6inine n$rr$tie pl$ys seond5iddle to the 6$suline one, but the end o5 the episode reerses this priority, le$in! the

6$suline unresoled $nd the 5e6inine $t $ 6o6ent o5 politi$lly pro!ressiereo!nition. +he pro!ressie end is $hieed only by denyin! the losure o5 the J6$inKn$rr$tie. 'e neer le$rn i5 the porno!r$pher is 5ound !uilty, or een i5 he is brou!ht totri$l #e le$rn only o5 the proess throu!h #hih #o6en reo!nie their !ender-l$ssinterests. (i6il$rly, the episode in #hih C$!ney brin!s $ se:u$l h$r$ss6ent $tion$!$inst $ 6$le superior ends #ithout our *no#in! i5 her $tion is suess5ul. +he 5in$lshot is o5 $nother polie#o6$n o6in! 5or#$rd to testi5y $!$inst hi6 despite her preious relut$ne to do so.



3 (o$p oper$s h$e multiple characters and plots, #hile The .;Team $nd other 6$sulinen$rr$ties h$e $ sin!le plot, or $ le$rly de5ined hier$rhy o5 6$in $nd subplots. (o$poper$s $n h$e up to 5orty h$r$ters, o5 #ho6 $ doen or 6ore 6$y be i6port$nt.M$suline n$rr$ties usu$lly h$e $ sin!le hero or $ ti!htly *nit hero p$ir or hero te$6.(o$p oper$s enour$!e 6ultiple identi5i$tion $nd the $bility to see $n eent 5ro6 $nu6ber o5 di55erent points o5 ie# or sh$re $ $riety o5 peopleDs re$tions to the s$6einident. M$suline n$rr$ties $re told 5ro6 $ 6ore sin!ul$r point o5 ie#, they produe $entered re$din! sub?et $s opposed to the deentered re$din! sub?et th$t so$p oper$s produe. Modles*i <1982= su66$ries the issue ne$tly

+he l$ssi <6$le= n$rr$tie 5il6, is, $s L$ur$ Muley <197= points out, struturedJ$round $ 6$in ontrollin! 5i!ure #ith #ho6 the spet$tor $n identi5y. K (o$p oper$sontinu$lly insist on the insi!ni5i$ne o5 the indiidu$l li5e. ie#er 6i!ht $t one6o6ent be $s*ed to identi5y #ith $ #o6$n 5in$lly reunited #ith her loer, only to h$eth$t identi5i$tion bro*en in $ 6o6ent o5 intensity $nd $ttention 5oused on the su55erin!so5 the #o6$nDs ri$l. <p. 91=

+his $n be lin*ed to Chodoro#Ds $ssertion th$t J5e6inine person$lity o6es to de5ine

itsel5 in rel$tion $nd onnetion to other people 6ore th$n 6$suline person$lity does. <n psyho$n$lyti ter6s, #o6en $re less indiidu$ted th$n 6en they h$e 6ore 5le:iblee!o bound$ries. =K

-217-

+o l$ri5y 6y $r!u6ent h$e ouhed it in oerly si6ple bin$ry oppositions, but not $llteleision is !endered $lon! suh le$r !enre lines. !ill "treet Blues, 5or e:$6ple, 6i:es both 6$suline $nd 5e6inine h$r$teristis, $nd $s $ result is $ op sho# th$t is popul$r#ith 6$ny #o6en $nd, si!ni5i$ntly, #ith pro!ressie, i5 not r$di$l, 6en.

+he di55erene bet#een entered $nd deentered re$din! sub?ets is p$rtly e:pl$ined bytheir di55erent rel$tions to the do6in$nt ideolo!y. deolo!y #or*s to produe $ enteredsub?et, $nd $ entered sub?et is thus 6ore li*ely to lie throu!h the pr$tie o5 thedo6in$nt ideolo!y. Conersely, $ deentered sub?et is potenti$lly resistie in th$t it proides 5or $ltern$tie or opposition$l 6e$nin!s.

MorleyDs <198;= #or* h$s sho#n the di55erenes bet#een 6$le $nd 5e6$le 6odes o5ie#in! $nd it is instrutie to lin* these #ith the di55erenes bet#een J6$sulineK $ndJ5e6inineK n$rr$ties. +he 6en in his s$6ple o5 #or*in!-l$ss $nd lo#er-6iddle-l$ssLondon 5$6ilies tended to #$th teleision #ith $ sin!ul$r onentr$tion, hushin! ryin!hildren $nd #o6en #ho #$nted to t$l* or en!$!e in other distr$tin! $tiities. 'o6en,

on the other h$nd, #ere ne$rly $l#$ys doin! so6ethin! else #hile they #$thed theyt$l*ed, *nitted, ironed, or 5olded lothes. +hey #$thed #ith $ dispersed $ttention th$t p$r$lleled the dispersed n$rr$tie struture o5 the J5e6inineK !enres.

+his di55erene, o5 ourse, 6ust not be seen $s indi$tin! essenti$l di55erenes bet#een6en $nd #o6en r$ther it is $ produt o5 the politis $nd pr$ties o5 the 5$6ily in$pit$lis6. For the 6$le, the ho6e is $ pl$e o5 leisure $nd rel$:$tion th$t he h$sJe$rnedK by his #$!e #or* outside. Ae $n there5ore indul!e his ple$sures in it



undistr$tedly $nd !uiltlessly. For the 5e6$le, ho#eer, the ho6e is the pl$e o5 #or*, notleisure, $nd suh leisure $tiities $s #$thin! teleision h$e to be 5itted in #ith theunendin! 5lo# o5 do6esti duties. Aouse#ies in $ nu6ber o5 studies <Morley 198;,(eiter et al$ 1987= report $ 5eelin! o5 !uilt i5 they #$th teleision #hile doin! nothin!else. @n the other h$nd, #o6en #or*in! outside the house 5eel no suh J!uiltK in#$thin! their 5$orite pro!r$6s in $ J6$sulineK 5$shion <(eiter et al$ 1987=.

(i6il$rly, ho6ebound #o6en #ill o5ten use the ideo reorder to ti6e-shi5t their pro!r$6s to their Jo55 dutyK hours - usu$lly ery e$rly or ery l$te in the d$y oro$sion$lly in 6id-$5ternoon - #hen the rest o5 the 5$6ily is not $round. t is the presene o5 husb$nd $nd hildren th$t deter6ines these #o6enDs hours o5 #or* in the5$6ilyDs $bsene they 5eel 5ree to indul!e the6seles in their ultur$l ple$suresundistr$tedly $nd !uiltlessly <Morley 198;, Ro!!e 1987=. +he ideo reorder pl$ys $ni6port$nt role in #o6enDs $bility to $oid r$ther th$n on5ront 6$le po#er, $nd to re$tesp$es, ho#eer 6$r!in$lied, 5or their o#n ultur$l ple$sures.

-218-

4 'e h$e $r!ued $boe th$t teleision in !ener$l 6$int$ins $ loser orrespondene bet#een its ti6e $nd re$l ti6e, th$n do 5il6s or boo*s. ut #ithin teleision, so$p oper$sma+e this correspondence as close as possible, #here$s 6$suline n$rr$ties #or* too6press ti6e. +heir e6ph$sis on $hiee6ent le$ds the6 to onertin$ the proess toonentr$te on the per5or6$ne-li6$: th$t produes the result. +hey do not !ie thes$6e i6pression th$t their h$r$ters $re Jliin!K in the !$p bet#een episodes, $ndont$in little or no J6e6oryK bet#een one episode $nd $ny other. +he 6$sulineh$r$ters $nd n$rr$ties JlieK in their 6o6ents o5 per5or6$ne only, $nd in these6o6ents ti6e is 6$nipul$ted to 6$:i6ie the 6$suline per5or6$ne.

+i6e is not only o6pressed to speed throu!h the non$tion senes, it is e:tended by

slo# 6otion to d#ell on those o5 $tionIper5or6$ne. (o the shots o5 $rs 6$*in! hu!ele$ps or oerturnin! $re $l#$ys enh$ned by lo# $6er$ $n!les $nd slo# 6otion #hih6$!ni5ies the po#er $nd the be$uty o5 the per5or6$ne. (lo# 6otion is used in sport toelebr$te $nd displ$y the 6$le body in $tion, to produe $ sense o5 $#e by 6$*in! the physi$l per5or6$ne $ppe$r be$uti5ul. +he 6$le body in teleision sport does not onsist6erely o5 brutish 6usul$rity, but is $esthetiied $nd thus !ien positie ideolo!i$l$lues <see h$pter 13=. (o in $tion dr$6$, slo# 6otion is used to erotiie po#er, toe:tend the 6o6ent o5 li6$:.

n Aolly#oodDs e:posV o5 its o#n tri*s o5 the tr$de, its onduted tours o5 Nniers$l(tudios, there is $ Jre$l-li5eK displ$y by the -+e$6, or r$ther by st$nd-ins 5or the Jre$lK

-+e$6. ts intention is to !lori5y the te$6Ds pro#ess, but its e55et is the opposite. +her$6ps 5ro6 #hih $rs 5ly throu!h the $ir $re less th$n $ 6eter hi!h, the le$ps $reo6pleted $l6ost $s they be!in, $nd ie#ed 5ro6 $boe on the r$n*ed se$tin!, the #hole per5or6$ne is 6ini6ied. 'ithout the 6$sulinity intensi5iers o5 slo# 6otion, lo#$6er$ $n!le, $nd elebr$tory editin!, the li6$ti per5or6$ne o5 the -+e$6 $ppe$rsdis$ppointin!ly ordin$ry.



"egmentation $lso is $ h$r$teristi o5 teleision in !ener$l, but it is 6ore pronounedin so$p oper$s th$n in 6$suline n$rr$ties. +he $brupt s#ithin! 5ro6 plot to plot is$bsent in the sin!ul$r plotted n$rr$tie, #here the se!6ent$tion is on5ined to r$pids#ithes bet#een senes o5 the s$6e plot. +his se!6ent$tion 5ollo#s 6ore losely theJ6$sulineK l$#s o5 $use $nd e55et #ith their onseGuent n$rr$tie $nd ideolo!i$llosure. +he 5reer se!6ent$tion o5 so$p oper$, ho#eer, eo*es the 6ore openJ5e6inineK l$#s o5 $ssoi$tion. !ill "treet Blues #ith its 6ultiple plots $nd h$r$ters, itsr$pid s#ithin! 5ro6 plot to plot, its sense th$t h$r$ters lie bet#een episodes, itsJ6e6oryK 5ro6 episode to episode o6bines 6$ny o5 the ele6ents o5 so$p oper$ #iththe $tion $nd $hiee6ent h$r$teristi o5 6$suline n$rr$tie. t is, si!ni5i$ntly, oneo5 the 6ost popul$r op sho#s #ith #o6en.

-219-

; $nd 7 n so$p oper$s ma%or male characters are often sensiti'e men $nd ma%or femalecharacters tend to be professionals, or other#ise po#er5ul outside the ho6e. n6$suline n$rr$ties sensitiity is seen $s $ thre$t to 6$sulinity $nd #o6en $re iti6sin need o5 6$le suor. o#er is on5ined to the 6en, sensitiity to the #o6en.

8 n so$p oper$s the setting is home or $ pl$e #hih 5untions $s ho6e, $ pl$e #here people 6eet, t$l*, $nd $re est$blished in their rel$tionships. n 6$suline n$rr$tie the$tion is publi, not do6esti, it is isible $nd e:terior 5or 6$suline suess needs publi$l$i6 $nd isibility. +he issues it de$ls #ith $re publi ones o5 6urder, 6oney, po#er,terroris6, #here$s so$p oper$s de$l #ith do6esti issues o5 rel$tionships $nd J#o6enDsissuesK suh $s hild $buse. Cri6e 6$y be $ re!ul$r in!redient o5 so$p oper$s but it is nottre$ted $s $ proble6 to be soled $nd le$red up, but r$ther $s $ soure o5 re$tions to bee:periened $nd t$l*ed $bout.

Morley <198;= reports le$r !enre pre5erenes bet#een 6en $nd #o6en. Men l$i6 to

pre5er pro!r$6s th$t inre$se their *no#led!e o5 the J#orld out there, K $nd there5ore o5their po#er oer it $nd their $bility to $t in it. +he 6en in his study onsistentlye:pressed pre5erenes 5or the n$tion$l ne#s, dou6ent$ries, $nd sport. 'hen they li*ed5ition, they tended to li*e Jre$listiK 5ition. 'o6en, on the other h$nd, li*ed 5ition$l pro!r$6s, suh $s so$ps, #hih #ere onerned #ith #h$t n! <198= $lls Je6otion$lre$lis6, K sensitiity, $nd e:pressieness, in ontr$st to the Je6piri$l re$lis6K pre5erred by 6en. @ne e:eption to this #$s #o6enDs stron! pre5erene 5or the lo$l ne#s, p$rtiul$rly o5 ri6e

Crime ,atch- th$tDs $ !ood pro!r$6 to #$th be$use it !ies you so6e ide$ o5 #h$t toloo* out 5or - #h$t the *ids should loo* out 5or $s #ell. <Morley 198; 73=

+his 5indin! is supported by Ro!!eDs <1987= #or* in er6$ny. sin!le 6other o5 threereported to hi6

+$*e the polie report, 5or e:$6ple. thin* rene should st$rt to loo* $t th$t, too . . .so6eti6es theyDe !ot to le$rn to t$*e $re.

<Ro!!e 1987 12-13=



Lo$l ne#s, $nd ri6e ne#s, #ith its piture o5 the i66edi$te outside #orld $s $ thre$t,is re$dily inorpor$ted in the 6$tern$l $rin! role th$t #o6en onention$lly 5ill in oursoietyDs ersion o5 the 5$6ily. +he lo$l ne#s is the inter5$e bet#een the do6esti $ndthe publi.

M$suline n$rr$ties use these h$r$teristis to e6body si6ple oppositions to 6$r*!ender di55erene

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sensitie tou!h

do6esti pro5ession$l

pri$te publi

indoors outdoors.

+hey then $dd wea+ / strong $s $n ideolo!i$l $lue ?ud!6ent to the struture. Fe6ininen$rr$ties re5use suh le$r $lue ?ud!6ents. (i6il$rly, they re5use to on5ine 5e6ininity

to the le5th$nd side o5 the struture $nd 6$sulinity to the ri!ht $nd thus deny the $bilityo5 suh oppositions to onstrut 6e$nin!s o5 !ender. M$suline n$rr$ties le$rly pl$e6$sulinity on the ri!ht o5 the struture $nd 5e6ininity on the le5t so$p oper$s deny suh$ si6ple str$te!y o5 !ender de5inition.

Ross <1987= su!!ests th$t this si6plisti represent$tion o5 6$sulinity is bein! 6odi5iedin $ #$y th$t so5tens Jthe ontours o5 $ tr$dition$l i6$!e o5 the redblooded 6$le,o6petitie o6nipotent, irredee6$bly se:ist $nd e6otion$lly illiter$teK <p. 147=.

+his Jso5tenin!K is ourrin! 6ost 6$r*edly outside teleision, in 5$shion 6$!$ines, 5ore:$6ple, but Ross $r!ues th$t in Miami Aice, $s in 6usi ideo, teleision is be!innin! to

6odi5y its tr$dition$l represent$tion o5 6$sulinity. @n one leel, the sho# is $str$dition$lly 6$suline $s $ny other op sho#. Cro*ett $nd +ubbs $re $ typi$l herote$6, #hose di55erenes supply e$h otherDs l$* both $re tou!h, o6petitie, bonded in$ 6$le heterose:u$lity, $nd #o6en $re re!ul$rly e:sribed 5ro6 the n$rr$tie.

ut $!$inst this, Ross $r!ues, $re si!ns o5 $ ne# 6$sulinity

s $n e:pression o5 $ !enre soundly o66itted to delierin! 6ess$!es $bout soi$ldi55erene Miami Aice presents $ 6et$st$te6ent $bout this !eneri i6per$tie #hen, in itsh$bitu$l on5usion $bout the respetie identities o5 underoer polie, deoys, stool pi!eons, $nd ops #ho h$e $tu$lly rossed the line, the entr$l represent$tion$l

proble6 is the di55iulty o5 e:hibitin! di55erene $t $ll. n the $se o5 Cro*ett $nd +ubbs, po#er is $sribed in the 6ost super5ii$l s$rtori$l 5lourishes $nd in the obioussuperiority o5 their !ood loo*s. <p. 12=

+he ide$ th$t 6$sulinity is e:pressed throu!h sur5$e $ppe$r$ne, throu!h the l$n!u$!eo5 p$stel-sh$ded 5$shion, does not subert the tr$dition$l 6$sulinity o5 $tion, but brin!sto it $ potenti$lly ontr$ditory, potenti$lly Jso5tenin!, K di6ension. Miami Aice sho#sthe tr$dition$lly tou!h, bonded, 6$suline hero p$ir $o66od$tin! the ne#er, style-





o55ier l$ss th$t proide the point o5 resolution. +hose to #ho6 . . o55ers $n$rtiul$tion o5 their sense o5 soi$l subordin$tion 6$y #ell 5ind opposition$l or resistin! ple$sures in the i6possibility o5 eer subordin$tin! tot$lly suh $ po#er5ul $ndintr$nsi!ent 5i!ure $s he. ut the !enre does not o55er si6il$r opportunities to interro!$tethe p$tri$rh$l $lues o5 6$sulinity. n the ideolo!y o5 !ender, its losure $ppe$rs to be$l6ost o6plete in the ideolo!ies o5 l$ss, r$e, $nd $!e it o55ers 6uh 6ore open sp$es#ithin #hih to resist or e$de its he!e6oni thrust.

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Chapter 1-

"leas/re and play

'h$teer the ontroersy $bout teleisionDs role in our ulture, there is no doubt th$t people en?oy it, $nd th$t #$thin! it is $ 6$?or soure o5 ple$sure in our lies. +his #ordJple$sureK ours #idely in reent riti$l #ritin!s $nd $ppe$rs to be rui$l to ourunderst$ndin! o5 popul$rity. ut, li*e 6$ny #idely used ter6s, it is re6$r*$bly di55iultto pin do#n $nd de5ine. t is $lso 6ultidisursie, th$t is, it 6e$ns di55erently in di55erentdisourses.

+hus, the psyho$n$lyti use o5 the ter6 tends to rel$te it #ith desire $nd pl$es it $s the6$in 6oti$tor o5 hu6$n $tion. Fe6inist #or* deriin! 5ro6 L$$n su!!ests th$t #hile6$suline $nd 5e6inine ple$sures 6$y be e:periened di55erently in p$tri$rhy, in !ener$lthe ori!in o5 ple$sure $nd unple$sure is lo$ted in the e$rly psyhi proess o66on to$ll hu6$n in5$nts, $nd its essenti$l struture is l$id do#n be5ore soi$l in5luenes suh $s!ender, l$ss, r$e, edu$tion, or reli!ion o6e into the piture. n psyho$n$lyti ter6s,the ple$sure priniple o6es lose to bein! $ hu6$n uniers$l.

$rthes <197b=, ho#eer, uses the #ord J plaisir K to re5er to $ ple$sure #hih is

essenti$lly ultur$l in ori!in, $nd the 6ore est$ti J %ouissanceK to re5er to $ physi$l ple$sure, lo$ted, li*e se:u$l or!$s6, in the senses o5 the body r$ther th$n in the#or*in!s o5 the subonsious. J EouissanceK h$s si6il$rities #ith FreudDs J$55etK in#hih the intensity o5 the e:periene is its i6port$nt di6ension.

+hen there is $ third disursie use, #hih is bro$dly soi$l in e6ph$sis. t see*s the6e$nin! o5 ple$sure in its rel$tionship to the soi$l struture $nd to the soi$l pr$ties o5the sub?ets #ho e:periene it. 'hile the 5irst t#o uses loo* 5or essenti$lly $bstr$t $ndsin!ul$r 6e$nin!s, this third one tends to#$rds 6ore onrete $nd plur$l ones.

+hese three $te!ories, the psyho$n$lyti, the physi$l, $nd the soi$l, onst$ntly le$*

into e$h other, $nd the ple$sure or ple$sures e:periened $t $ny one ti6e $re li*ely toinlude ele6ents o5 $ll. +he $te!ories $re, li*e $ll $te!ories, e:pl$n$tory str$te!ies, theye:ist 5or $ heuristi purpose, not in their o#n ri!ht. ut #hile it is i6port$nt to insist onthe di55erenes bet#een the6, it is eGu$lly i6port$nt to point out th$t $ll o5 the6 depend,to $ !re$ter or lesser e:tent, on the rel$tionship bet#een ple$sure $nd po#er. ro$dly, the psyho$n$lyti ie# o5 ple$sure sees it $s the produt o5 $o66od$tion to the do6in$ntideolo!y. ordin! to Muley <197=, ple$sure is the re#$rd o55ered to the on5or6in!spet$tor by p$tri$rh$l ine6$ it is the pri6e he!e6oni $!ent.



-224-

n both its other disourses, ho#eer, ple$sure $n be $ssoi$ted #ith resist$ne $ndsubersion. For $rthes $s 5or 6$ny o5 the post6odernists, ple$sure $n be the oppositeo5 ideolo!y, not, $s 5or Muley, its re#$rd.

□ "sychoanalysis and pleas/re

Muley <197= in her in5luenti$l $rtile JBisu$l le$sure $nd "$rr$tie Cine6$K turned5or her theoreti$l b$se to FreudDs theory o5 oyeuris6 - the ple$sure $nd po#er o5loo*in!. (he $r!ues th$t the spet$tor o5 6$instre$6 Aolly#ood ine6$ is positioned li*ethe peepin! +o6 the sreen is li*e the #indo# o5 the li!hted roo6 throu!h #hih theinisible, un$*no#led!ed oyeur loo*s. Ais <5or oyeuris6 is $ 6$suline ple$sure=$bility to see the seret, the pri$te lies o5 others, !ies the oyeur $ po#er oer the6.+his oyeuristi ple$sure is produed by the 6$suline loo* $t the 5e6$le body, so thetypi$l pro!ress o5 Aolly#ood n$rr$tie is 6$le $tion th$t $d$nes the plot $ltern$tin!#ith interruptions durin! #hih the 5e6$le body is !$ed $t or possessed by the 6$le prot$!onist. +he 6$le prot$!onist beo6es the e6bodi6ent o5 the 6$suline spet$tor$nd the 6$suline Jloo*K o5 the $6er$ upon the pro-5il6i eent. +he isu$l ple$sure o5loo*in! $t $nd possessin! the 5e6$le is $ re#$rd 5or suess5ul 6$le $tion in the preedin! se!6ent o5 n$rr$tie. +his produes $ 6$suline re$din! sub?et, een thou!hthe ine6$ $udiene 6$y be o6posed o5 both 6$les $nd 5e6$les. n p$tri$rhy, #o6en$n be onstruted $s 6$suline sub?ets $nd $n onseGuently e:periene 6$suline ple$sures. +hey, li*e 6en, $n sub?et the 5e6$le body to $ 6$suline !$e.

lon!side the po#er o5 oyeuris6 !oes the ine6$ti pr$tie o5 the 5etishi$tion o5 the5e6$le. 5etish, $ordin! to Freud, is the oer$lu$tion o5 $ thre$t. +he 6oie $6er$J#orshipsK the 5e6$le 5or6 to e:ess, $s $ #$y o5 de5usin! the $str$tion thre$t $nd@edip$l !uilt th$t the #o6$n be$rs. +his produes the ine6$ti 5r$!6ent$tion o5 the

5e6$le body, $s the $6er$ #orships, in lose-up, the eyes, lips, thi!hs, h$ir, $nd $l6ost$ny p$rt o5 the 5e6$le body.

For Muley, the ple$sures produed by the s$tis5$tion o5 the oyeuristi desire $re per5etly $li!ned #ith the reGuire6ents o5 p$tri$rhy $nd she o6es lose to onstrutin!$n unbre$*$ble rel$tionship $6on! p$tri$rhy, ple$sure, $nd the n$tur$l di55erenes bet#een 6$le $nd 5e6$le. (he $ppe$rs to !round p$tri$rhy in hu6$n n$ture $nd toe:pl$in the ple$sure o5 ine6$ by tre$tin! p$tri$rh$l po#er $s indistin!uish$ble 5ro6 then$ture o5 hu6$n se:u$lity. s $ 5e6inist, she is thus led to $ $ll 5or $ destrution o5 ple$sure $s #e urrently e:periene it, $nd 5or its repl$e6ent by $ ne# ple$sure, the ple$sure o5 de5$6ili$riin! #h$t is t$*en 5or !r$nted $nd in produin! $ ne# #$y o5

seein!.

-22-

ut 6$instre$6 ple$sure results 5ro6 5indin! the strutures o5 in5$nt se:u$lityreprodued in the strutures o5 6$instre$6 ine6$, #hih le$ds the spet$tor to$o66od$te hi6sel5 or hersel5 to the do6in$nt ideolo!y, by $doptin! the te:tu$lly produed sub?et position #ith $ll its sub?etion to the de6$nds o5 p$tri$rhy $nd o5



hu6$n se:u$lity. le$sure is thus re$tion$ry, 5or both the do6in$nt ideolo!y $ndFreudi$n e:pl$n$tions o5 se:u$lity #or* to n$tur$lie the p$tri$rh$l st$tus Guo. Muleydoes, ho#eer, $d6it o5 the possibility o5 $ r$di$l ple$sure, but does not el$bor$te in $nydet$il ho# this 6$y be produed.

MuleyDs $r!u6ent 6$y hold up #ell 5or ine6$, but it tr$nsl$tes less oninin!ly toteleision. +he hu!e, bri!ht ine6$ sreen $nd the $nony6ous d$r*ness o5 the $uditoriu6reprodue 6uh 6ore preisely the situ$tion o5 the peepin! +o6 th$n does the 5$r lessi6per$tie teleision sreen situ$ted in the 5$6ily liin! roo6 in the 6iddle o5 ordin$ry5$6ily li5e. +eleision is 6ore inter$tie th$n oyeuristi. ts re$lis6, #hih ert$inlyh$s $ oyeuristi di6ension, is onst$ntly 5r$tured both by the se!6ent$tion o5 theteleision te:t $nd by its 6ode o5 reeption. ts ie#ers, unli*e ine6$ spet$tors, $re not!r$nted the s$6e oyeuristi po#er oer, $nd ple$sure in, the i6$!e, ?ust $s they $re lesssub?eted to the positionin! o5 the re$list n$rr$tie.

'hile there $re proble6s #ith $pplyin! MuleyDs theory o5 ple$sure to teleision, it stillh$s so6e e:pl$n$tory po#er. +he 5r$!6ent$tion o5 the 5e6$le body into $ 5etish ob?et iso66onpl$e in o66eri$ls, p$rtiul$rly those 5or os6eti produts. +he 6obili$tion

o5 6$suline desire in the 5e6$le ie#er $nd the onstrution 5or her o5 $ 6$sulinere$din! position 5ro6 #hih she $n 6$*e sense o5 her o#n body throu!h 6$suline eyesis $n obious eono6i str$te!y o5 the industry.

(i6il$rly, there $re nu6erous represent$tions o5 the 5e6$le body $s $n ob?et o5 the6$suline !$e $nd $ produer o5 the oyeuristi po#erI ple$sure. +he 6odels th$tdeor$te the pries in !$6e sho#s, or th$t proide 6uh o5 the JseneryK in sho#s li*e Miami Aice or Mi+e !ammer , $re le$r eidene o5 this oyeuristi ple$sure $t #or*. (o,too, is teleisionDs tendeny to on5ine #o6en on the sreen to the $!e o5 6$:i6u6se:u$lity $nd to physi$l types th$t on5or6 to the p$tri$rh$l sense o5 $ttr$tieness $ndnor6$ly 5or the #o6en. F$t #o6en, 5or inst$ne, $ppe$r only r$rely, $s do pre!n$nt

#o6en. n ustr$li$, 198, $ 5e6$le $nnounerIreporter #$s b$rred 5ro6 $ppe$rin! onsreen #hen she #$s isibly pre!n$nt. (he ino*ed the l$# on se:u$l disri6in$tion,#on her $se, $nd #$s $llo#ed to introdue $n oper$. ut the oyeuristi ple$sure o5 the6$le reGuires $n J$$il$bleK #o6$n, so th$t she $n be possessed by the loo* $ pre!n$nt#o6$n, ho#eer se:u$lly $ttr$tie, is not $$il$ble 5or possession in the s$6e #$y.

-22;-

ut this ie# o5 ple$sure $n only $ount 5or some o5 teleisionDs $ppe$l. n p$rtiul$r, it$llo#s 5or no possibility o5 resist$ne to the do6in$nt ideolo!y $nd no possibility o5ie#er-!ener$ted 6e$nin!s, or $t le$st, th$t there is no ple$sure to be !$ined 5ro6 these

possibilities.

□ "leas/re and social control

$rthesDs <197b= t#o5old notion o5 ple$sure proides one #$y o5 $ddressin! thesedi55iulties. Ae uses the #ords plaisir $nd %ouissance to distin!uish bet#een t#o di55erenttypes o5 ple$sure produed in the re$din! o5 $ te:t. Ae stresses th$t ple$sure, o5 eithertype, is not to be 5ound in the te:t itsel5, but in its on?unture #ith the re$der the theory



is onerned not #ith #h$t the te:t is but #ith #h$t it does$ Ae 5reGuently uses the6et$phor o5 the eono6y o5 the te:t, $ 6et$phor th$t li*ens the !ener$tion $ndirul$tion o5 6e$nin!s $nd ple$sures to the !ener$tion $nd irul$tion o5 #e$lth. +he#ords or i6$!es in the te:t $re e:h$n!ed 5or ple$sure, the o66odity th$t the re$der buys is not $ sense o5 the #orld, but ple$sure in the proesses o5 representin! $nd 5i!urin!th$t #orld.

Freud, thou!h not Guoted diretly by $rthes, is lur*in! ?ust belo# the sur5$e o5 histheory, 5irstly in $rthesDs $ssu6ption th$t hu6$n bein!s $l#$ys see* ple$sure $nd $oidunple$sure, $nd seondly in his belie5 th$t ple$sure in our soiety $l#$ys produes t#o polie6en - $ politi$l one $nd $ psyho$n$lyti one. le$sure is, in #estern soieties,typi$lly l$ssed $s $n indul!ene, the e:pression o5 sel5ishness, idleness, $nity $nd thus produtie o5 !uilt. +he ChurhDs onst$nt $tte6pt to urb the Jple$suresK o5 the 5lesh#$s e$!erly t$*en up by $pit$lis6 $nd tr$ns5or6ed into the rotest$nt #or* ethi #ithits $ept$ne o5 only th$t ple$sure #hih h$d been Je$rnedK $nd #hih #$s usedresponsibly <i.e. to prep$re the #or*er 5or 6ore #or*=. ennett <1983$= h$s tr$ed the#$ys in #hih the nineteenth-entury 6iddle l$sses $tte6pted to ontrol $nd h$nnel theleisure o5 the e6er!in! #or*in! l$ss into ideolo!i$lly $ept$ble 5or6s.

+he lon! tr$dition o5 $tt$*s on teleision <preeded by $tt$*s on o6is $nd other popul$r 5or6s= is p$rt o5 this 6oe6ent. +he $tt$*s use the disourses o5 6or$lity,le!$lity, or $esthetis in order to displ$e their $tu$l ori!in in l$ss-b$sed soi$l po#er.+eleision is i66or$l, the $r!u6ents typi$lly run, be$use it sho#s e:tr$6$rit$l se:, orit under6ines l$# $nd order in its !lori5i$tion o5 iolene $nd ri6e, $nd it de!r$des peopleDs $bility to disri6in$te throu!h its rudities, its r$ssness, $nd its $ppe$l to thelo#est o66on deno6in$tor. (i6il$r $r!u6ents #ere used to b$n the popul$r 5$irs $nd5esti$ls in the nineteenth entury <see '$ites, ennett, $nd M$rtin 1982= $nd ste6 5ro6the s$6e unoied 5e$r th$t the ple$sures o5 the subordin$te l$sses $re neess$rilydisruptie be$use they lie outside the ontrol o5 the bour!eoisie. ut l$ss po#er is

obiously open to ontest$tion, so ple$sure $nnot be suppressed openly in the n$6e o5l$ss r$ther $tte6pts to ontrol it h$e to be seen to #or* throu!h 6ore uniers$lly$epted $nd thus less h$llen!e$ble disourses suh $s those o5 6or$lity, the l$#, or$esthetis.

-227-

C$stin! the popul$r $s the de!r$ded, the ille!$l, or the i66or$l ?usti5ies the poliin!$tion o5 the bour!eoisie in their onst$nt $tte6pts to de$lue or urb it. t $lsole!iti6$tes $rthesDs psyho$n$lyti polie6$n $nd the !uilt throu!h #hih he #or*s.+he histories o5 $pit$lis6 $nd o5 Christi$nity sho# ho# their 5e$r o5 ple$sure $s

disruptie, $s hostile to their soi$l po#er, produes the desire to sub?et it to 6or$l,eono6i, $nd politi$l ontrol.

For $rthes ple$sure is opposed to ideolo!i$l ontrol, thou!h plaisir less so th$n %ouissance$ Plaisir is $ 6und$ne ple$sure th$t is essenti$lly on5ir6in!, p$rtiul$rly o5oneDs sense o5 identity. t is $ produt o5 ulture $nd the sense o5 identity produed by th$tulture. 'hile MuleyDs <197= 6$suline ple$sure o5 6$instre$6 ine6$ 6$y be si6il$rto plaisir , $rthes $llo#s, in the #$y th$t Muley does not, 5or $n opposition$l ple$sure.



+he ple$sure e:periened by 6ore liber$l or een r$di$l ie#ers o5 !ill "treet Blues orCagney and Lacey is $ 5or6 o5 plaisir to be 5ound in on5ir6in! their soi$l identity $sone th$t opposes or $t le$st interro!$tes do6in$nt soi$l $lues. $rthes !ieso6p$r$tiely little $ttention to plaisir , yet it is this 6ore 6und$ne, eeryd$y sort o5 ple$sure th$t is prob$bly 6ore typi$l o5 teleision. +he onditions under #hihteleision is nor6$lly #$thed $re not onduie to th$t intensity o5 e:periene #hih isneess$ry 5or %ouissance$ ut plaisir , #ith its stron!er politi$l $nd soi$l di6ension,6$y be $t le$st $s pro!ressie $nd interro!$tie $ 5or6 o5 ple$sure $s %ouissance #hoseroots see6 to lie pri6$rily in ideolo!i$l e$sion. Plaisir , too, is plur$l the $riety o5soi$l identities it on5ir6s reGuires us to thin* o5 $ diersity o5 plaisirs, #here$s there isonly one %ouissance$ nd diersity is, itsel5, both $n $!eny $nd $n e55et o5 resist$ne.

Eouissance is tr$nsl$ted into %n!lish $s bliss, est$sy, or or!$s6, $nd $rthes onst$ntlyuses se:u$l 6et$phors to e:pl$in it. t is $ ple$sure o5 the body, e:periened throu!hhei!htened sensu$lities th$t rel$te it to hu6$n n$ture, r$ther th$n ulture. t is produed by the physi$l si!ni5iers o5 the te:t - the J!r$inK th$t so6e sin!in! oies h$e, butothers, tehni$lly $s per5et, l$*. t is lo$ted in the body o5 the te:t $nd is responded to by the body o5 the re$der - $rthes <197b= uses #ords li*e 5lesh, thro$t, p$tin$,

oluptuousness, to desribe it. t is, he s$ys, $n $rtiul$tion o5 the body, not o5 6e$nin! oro5 l$n!u$!e

-228-

the l$n!u$!e lined #ith 5lesh, $ te:t #here #e $n he$r the !r$in o5 the thro$t, the p$tin$o5 onson$nts, the oluptuousness o5 o#els, $ #hole $rn$l stereophony the $rtiul$tiono5 the body, o5 the ton!ue, not th$t o5 6e$nin!, o5 l$n!u$!e. ert$in $rt o5 sin!in! $n!ie $n ide$ o5 this lo$l #ritin! but sine 6elody is de$d, #e 6$y 5ind it 6ore e$silytod$y $t the ine6$. n 5$t, it su55ies th$t the ine6$ $pture the sound o5 speeh closeup <this is, in 5$t, the !ener$lied de5inition o5 the J!r$inK o5 #ritin!= $nd 6$*e us he$r

in their 6$teri$lity, their sensu$lity, the bre$th, the !uttur$ls, the 5leshiness o5 the lips, $#hole presene o5 the hu6$n 6ule <th$t the oie, th$t #ritin!, be $s 5resh, supple,lubri$ted, deli$tely !r$nul$r $nd ibr$nt $s $n $ni6$lDs 6ule= to sueed in shi5tin!the si!ni5ied $ !re$t dist$ne $nd in thro#in!, so to spe$*, the $nony6ous body o5 the$tor into 6y e$r it !r$nul$tes, it r$*les, it $resses, it !r$tes, it uts, it o6es th$t is bliss < %ouissance=$ <pp. ;;-7=

Eouissance es$pes the ontrol o5 ulture $nd o5 6e$nin! by Jdist$nin! the si!ni5iedK$nd thus 5ore!roundin! the si!ni5ier, p$rtiul$rly the #$y it is 6$teri$lied <the !r$in, the bre$th o5 the oie, the 5leshiness o5 the lips=. t is 5ound in the 6$teri$l body o5 the si!n,in the sensu$lity o5 the body o5 the re$der. n this #$y it is $l#$ys eroti $nd its pe$* is

properly desribed $s or!$s6.

Eouissance ours $t the 6o6ent o5 the bre$*do#n o5 ulture. J"either ulture nor itsdestrution is eroti it is the se$6 bet#een the6, the 5$ult, the 5lo#, #hih beo6es soK<$rthes 197b 7=. (e:u$l or!$s6 is the 6o6ent #hen the body es$pes ulture, or, $tle$st, 6$*es th$t es$pe $ppe$r possible. +he body $nd its sensu$lities opposesub?etiity, they proide $ ple$sure th$t is not to be 5ound in the sub?et $nd itsonstrution in ulture by ideolo!y.





#ithin #hih 5reedo6 $nd ontrol o5 sel5 $re possible. $6es $nd te:ts onstrut ordered#orlds #ithin #hih the pl$yersI re$ders $n e:periene the ple$sures o5 both 5reedo6$nd ontrol in p$rtiu l$r, 5or our purposes, pl$yin! the te:t inoles the 5reedo6 o56$*in! $nd ontrollin! 6e$nin!s.

-230-

Freud dr$#s our $ttention to the in5$ntDs J5ort-d$K !$6e in #hih the hild ontinu$llythro#s $#$y $ loed ob?et only to de6$nd its return. Ais e:pl$n$tion is th$t the !$6e isen$tin! the dis$ppe$r$ne $nd re$ppe$r$ne o5 the 6other, $nd th$t in pl$yin! it thehild is not only sy6boliin! his or her $n:ieties $bout the 6otherDs return, but is $lso be!innin! to use sy6bols to ontrol the 6e$nin!s o5 his or her eniron6ent, $nd in sodoin! is e:plorin! the rel$tionship bet#een the re$l $nd its represent$tion.

$l6er <198;= proides 6$ny e:$6ples o5 hildren pl$yin! #ith teleision. t thesi6plest leel, hildren en?oyed the ontrol th$t the set !$e the6 oer the si!ni5iersthe6seles - they pl$yed #ith the h$nnel s#ithes or tunin! buttons to distort the i6$!eor 6$*e it dis$ppe$r $nd re$ppe$r in $ sort o5 eletroni 5ort-d$ !$6e. (he o66ents onone, not untypi$l, p$ir J$rt o5 the deli!ht o5 6y $nd her brother see6ed to o6e 5ro6 pl$yin! out their 6$stery oer the little bo:K <p. 8=.

+his e6po#erin! pl$y #ith the 6eh$nis6 o5 reprodution e:tended to pl$yin! #ith therepresent$tions the6seles. (o6eti6es this too* the 5or6 o5 5$irly str$i!ht5or#$rdreen$t6ent, $s #hen !irls in the shooly$rd repl$yed senes 5ro6 the preious ni!htDsepisode o5 Prisoner , but so6eti6es these reen$t6ents #ere s$tiri$l - they #ere riti$lre5or6ul$tions o5 represent$tions o5 #hih the hildren dis$pproed. +he 5$t th$thildren e:plored their teleision sho#s 5ro6 inside their e:periene o5 #$thin! the6inste$d o5 $doptin! the $dult riti$l 6ethod o5 tre$tin! the6 $s ob?ets 5or $n$lysis in no#$y in$lid$tes the riti$l proess in #hih they #ere en!$!ed. ndeed, hildrenDs pl$y

6$y be 6ore produtie th$n $dult ritiis6, 5or it $n inole $ re6$*in! o5 the pro!r$6to suit their soi$l e:periene th$t is 6ore re$tie th$n the dis6issie ne!$tiity typi$lo5 so 6$ny $dults. +his Jre6$*in!K is $ soure o5 ple$sure $nd po#er

M$*e-beliee pl$y $nd pretendin! is o66only $ssoi$ted #ith !ood 5eelin!s, #ithJinterest $nd ?oyK. Rese$rhers h$e su!!ested th$t this is be$use pl$y is $ *ind o5Jpo#er tr$ns5or6$tion by #hih the hild . . . reonstitutes $ 6ini$ture #orld #hih5ollo#s his or her rulesK <(in!er $nd (in!er 1980 1=. <$l6er 198; 113=

(i6il$rly, (e$l $r!ues th$t hildrenDs !$6es 5reGuently e:plore the bound$ry bet#een thesy6boli $nd the re$l. +he $r!u6ents bet#een the hild #ho pl$ys $ordin! to the rules

- J)ouDre de$dK - $nd the one #ho brin!s Jre$lityK into it - J"o D6 not - see D6 still bre$thin!K - $re $r!u6ents $bout #ho h$s the po#er to onstrut $ represent$tion o5re$lity th$t is bindin! upon others.

-231-

+his is 5und$6ent$lly si6il$r to the pl$y o5 #o6en ie#ers o5 so$p oper$ th$t both n!<198= $nd Aobson <1982= report. +he ple$sure o5 these ie#ers in pl$yin! #ith the





M$donn$Ds e6ph$sis on style, on Jthe M$donn$ loo*, K is $ deni$l o5 6e$nin! $nd o5 theideolo!y $nd po#er th$t it #ould be$r. t is $n $ssertion o5 the sur5$e - the rui5i: is $sh$pe not $ 6e$nin! - o5 the si!ni5ier, $nd o5 the e$se #ith #hih the po#erless $n pl$y#ith i6$!esIo66odities to !$in the po#er $nd ple$sure o5 6$*in! their o#n person$lied i6$!e-identity.

Rules h$e insribed #ithin the6 both the po#er they oney $nd its ori!in. illi!$n<1982= 6$*es the point th$t 6en in p$tri$rhy thin* $nd #or* throu!h rules, be$userules $llo# the6 to do6in$te the #o6en pl$yin! #ith the syste6 o5 represent$tion inso$p oper$ $re li*e hildren pl$yin! in th$t both subordin$ted Jl$ssesK $re usin! pl$y toGuestion the rules th$t 6$int$in their subordin$tion. Rules, then, #or* in $ si6il$r #$y toideolo!y to 6$int$in the po#er b$se in its urrent lo$tion. Li*e ideolo!y, they e6$n$te5ro6 $ soioentr$l soure $nd $tte6pt to onstrut soi$l identities in rel$tion to thissoioentr$lity.

ut ple$sure is not produed or e:periened entr$lly ple$sure is deentered orentri5u!$l. (o the shool studentsD re$din!s o5 Prisoner <h$pter = #ere ple$sur$ble be$use they #ere entered in their interests, #ere in their ontrol, $nd be$use they

resisted the entered, entripet$l po#er th$t onst$ntly #or*ed to sub?et the6. M$ny o5the pro!r$6s th$t $re 6ost popul$r #ith hildren $re produtie o5 this entri5u!$l ple$sure th$t Guestions the rules $nd the entr$l ontrol o5 the syste6.

$rthesDs shi5t 5ro6 his e$rlier #or* #here he s$# ideolo!y $s entr$l to theunderst$ndin! o5 te:ts in ulture <e.!. Mythologies= to his 5ore!roundin! o5 ple$sure <e.!.The Pleasure of the Te<t = is $ shi5t 5ro6 the entripet$l to the entri5u!$l. +he entri5u!$l6odel o5 ple$sure $llo#s 5or $ diersity o5 ple$sures J$round the iru65ereneK $ndsu!!ests $ line o5 5ore in $tie opposition to the entripet$l 5ore th$t $tte6pts to enterontrol $t $ point o5 ideolo!i$l $nd soi$l unity. (o $rthes 6oes $#$y 5ro6 see*in! toe:pl$in $ te:t by re5errin! to its sin!ul$r ideolo!y to#$rds the plur$lity o5 ple$sures it $n

o55er in its 6o6ents o5 re$din!. le$sure 6$y be pro'o+ed by the te:t, but it $n only bee<perienced by the re$der in the re$din!. t $n thus di55er 5ro6 re$der to re$der, $nd een5ro6 re$din! to re$din!. $rthes su!!ests th$t $ny one re$der re$din! $ny one te:t $tdi55erent ti6es 6$y e:periene di55erent ple$sures, or none, $t e$h re$din!. 'hile thisnotion lo$tes ple$sure in the re$der r$ther th$n the te:t $nd e6ph$sies di55erene r$therth$n ho6o!eneity, it does i6ply $ r$ndo6ness #hih is little help in e:pl$inin! the proess.

-233-

#ould pre5er to su!!est th$t the $riety o5 ple$sures is $ 5untion o5 the $riety o5

soi$lly situ$ted ie#ers. For those in e$sy $o66od$tion #ith the do6in$nt ideolo!y,this ple$sure #ill be on5or6in! $nd re$tion$ry, but it #ill still be e:periened $s sel5-!ener$ted the sub?et #ill 5eel th$t he or she is olunt$rily $doptin! $ soi$l position th$th$ppens to on5or6 to the do6in$nt ideolo!y $nd is 5indin! !enuine ple$sure in it. +his,o5 ourse, is ple$sure $tin! $s the 6otor o5 he!e6ony.

ut 5or those #hose $o66od$tion to the syste6 is less o6plete, $n essenti$lo6ponent o5 ple$sure 6ust be $n e$sion, or $t le$st $ ne!oti$tion, o5 do6in$nt



ideolo!i$l pr$tie, the $bility to sh$*e onesel5 5ree 5ro6 its onstr$ints. +his then opensup sp$es 5or subultures or !roups to 5ind their o#n ple$sures in rel$tionship to theideolo!y they $re e$din!. le$sure, in this subultur$l role, helps to presere $ndle!iti6$te the hetero!eneity o5 soiety $nd is thus properly seen $s opposition$l to theho6o!eniin! 5ore o5 ideolo!y $nd $n be su66ed up $s the ple$sureIpo#er to bedi55erent. +eleision, li*e the soiety it seres, ont$ins both tendenies in $tieontr$dition.

□ "leas/re and r/le rea5ing

@ne o5 the ple$sures o5 pl$y is its $bility to e:plore the rel$tionships bet#een rules $nd5reedo6. Rules $re the 6e$ns by #hih soi$l ontrol is e:erised, $nd result in $ soi$lorder th$t #or*s to ontrol the disruptie, $n$rhi 5ores o5 n$ture. l$y en$ts theopposition bet#een 5reedo6 $nd ontrol, bet#een n$ture $nd ulture.

Auiin!$ <1949= onludes th$t pl$y, or the spirit o5 pl$y, is essenti$l to $ll ultur$l 5or6s,inludin! those o5 l$#, #$r, diplo6$y, business, 6$rri$!e, edu$tion, $nd the $rts. +heessene o5 pl$y is th$t it is olunt$ry $nd there5ore 5ree, $nd th$t it re$tes order. +heorder th$t it re$tes is in the ontrol o5 the pl$yers or, $t le$st, is one olunt$rily $epted by the6, but the orderliness is neer tot$l, 5or it h$s built into it h$niness, thei6possibility o5 *no#in! #h$t #ill h$ppen. +he 6$in struturin! priniple o5 pl$y is thetension bet#een soi$l order $nd the J5reedo6K o5 $n$rhy or h$ne.

n sport this tension is $s ontrolled $s possible, tehni$lly by the re5eree $nd soi$lly bythe surroundin! 6or$l syste6 o5 JresponsibilityK th$t enters sport into the do6in$ntideolo!y. (o JresponsibleK teleision oer$!e $nd o66ent$ry underpins the $uthorityo5 the re5eree $nd the ideolo!y o5 J5$ir pl$yK #hih 6e$ns pl$yin! both #ithin the rules$nd the l$r!er JspiritK o5 the !$6e. ut Jpopul$rK t$ste de6$nds th$t teleision oo6 inon the 6o6ents o5 rule-bre$*in!, the 5ouls $nd 5i!hts, the pro5ession$l Jpl$ysK th$t

oper$te on or beyond the bound$ries o5 the rules.

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n Roc+ -n- ,restling <see h$pter 13=, 5or e:$6ple, the i6potene o5 the re5eree is $6$?or p$rt o5 the ple$sure. +he onst$nt rule bre$*in! o5 the #restlers $nd their o$hesindi$tes their re5us$l to $ept the soi$l roles i6posed upon the6. +his $n be re$dspei5i$lly, $s the on5lit bet#een #ild, Jn$tur$lK 6$sulinity $nd soi$l ontrol, or it$n si!ni5y 6ore !ener$lly the $rbitr$riness o5 rules $nd roles, $nd the Jn$tur$lnessK o5 bre$*in! or e:eedin! the6. (i6il$rly, in TA Bloopers and Practical Eo+es #h$t $ppe$rsto be the Jn$tur$lness o5 the re$lK bre$*s throu!h the roles $nd the rules o5 nor6$l,

onention$l teleision. oth pro!r$6s $re pl$y5ul $nd ple$sur$ble in si6il$r #$ys 5orthey de6onstr$te th$t rule-!oerned syste6s $re both $rbitr$ry $nd 5r$!ile. Rules $re oneo5 the he!e6oni 5ores throu!h #hih the do6in$nt try to #in the onsent o5 thesubordin$te to the ontrol o5 their Junruliness. K +he ple$sures o5 bre$*in! rules ore:posin! their $rbitr$riness $re resistie ple$sures o5 the subordin$te.

M$ny o5 the sho#s th$t !ie ple$sure to hildren pl$y #ith the li6its o5 rule-!oernedsyste6s. (ho#s li*e Ripley-s Belie'e >t or )ot , or .rthur C$ Clar+e-s Mysterious ,orld ,



e:plore the #onders o5 n$ture th$t e:ist on or beyond the 6$r!in o5 r$tion$l sienti5ie:pl$n$tion. +he sho#s de6onstr$te ho# n$ture itsel5 *eeps bre$*in! throu!h the rulesth$t h$e been deised in order to underst$nd $nd 6$ster it. "$tur$l historydou6ent$ries, #hih $re $dult ersions o5 these sho#s, $re 6uh less interro!$tie $nds*epti$l o5 the rules. +hey tend to be either sienti5i $nd edu$tion$l, in #hih $se theye:e6pli5y sieneDs po#er to e:pl$in $nd $ount 5or the #onders o5 n$ture, or they $reun$b$shedly $nthropo6orphi, suh $s 6$ny o5 those produed by '$lt isney. n this$se they either onstrut n$ture $s $ 6iroos6 o5 the 6eri$n suburbs, in #hih ute b$by $ni6$ls $re proteted $nd proided 5or by their h$rd-pressed p$rents until they $reold enou!h to 5end 5or the6seles, or they 6$*e n$ture into so6ethin! 5or hu6$n bein!sto #onder $t, $ #onder th$t elebr$tes $n in!enious $nd intri$te syste6 o5 li5e on e$rtho5 #hih #e $re i6pliitly $ p$rt <see +urner 198=. n either $se they $re rule-bound,$nd their ple$sures $re ideolo!i$lly on5or6ist $nd elebr$tory, $nd $$il$ble 6$inly tothose #ho h$e $o66od$ted, or $re in the proess o5 $o66od$tin!, the6seles tothe soi$l syste6. +his type o5 n$tur$l history pro!r$6 is 5reGuently p$rent$lly $pproedie#in! 5or hildren Ripley-s Belie'e >t or )ot is 6ore li*ely to be p$rent$lly 5ro#nedupon but en?oyed by the hildren.

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□ Empo9ering play

+he pl$y th$t produes this 6ultipliity o5 ple$sures 5or the subordin$te h$s $ nu6ber o5de5inin! h$r$teristis. First, it is strutured $ordin! to rules $nd onentions th$trepli$te, but o5ten inert, those th$t oper$te in soiety. Nnli*e the rules o5 the soi$l#orld, the rules o5 pl$y $re olunt$rily $dopted 5or they deli6it the sp$e #ithin #hihthe pl$yer $n e:erise ontrol oer 6e$nin!s $nd eents. (eond, the pl$yer $dopts $role o5 his or her hoosin! een thou!h the repertoire o5 roles 6$y be li6ited, the senseo5 hoie is 5$r !re$ter th$n in the $doption o5 the $lre$dy #ritten roles th$t soiety

prep$res 5or us. +his olunt$ry $doption o5 pl$yer-hosen roles #ithin pl$yer-hosen rulesis liber$tin! in th$t it inerts the proess o5 soi$l sub?etion. +he pl$yer $n i6pli$tehi6- or hersel5 into $ role in pl$y in $ #$y th$t 6$*es th$t role $ppe$r $s Jre$lK $s theroles pl$yed in soi$l li5e the di55erene lies in the pl$yerDs $bility to i6pli$tehi6Ihersel5 in, or e:tri$te hi6Ihersel5 5ro6, the role $t #ill in $n e6po#erin! $ndontrolled 6oe6ent bet#een the #orld o5 pl$y $nd the #orld o5 the soi$l.

n so 5$r $s pl$y is $ represent$tion o5 ert$in $spets o5 the soi$l #orld, the po#er o5 pl$y inoles the po#er to pl$y #ith the bound$ry bet#een the represent$tion $nd there$l, to insert onesel5 into the proess o5 represent$tion so th$t one is not sub?eted by it, but, onersely, is e6po#ered by it. +he ple$sures o5 pl$y derie diretly 5ro6 the

pl$yersD $bility to e:ert ontrol oer rules, roles, $nd represent$tions - those $!enies th$tin the soi$l $re the $!enies o5 sub?etion, but in pl$y $n be $!ents o5 liber$tion $nde6po#er6ent. l$y, 5or the subordin$te, is $n $tie, re$tie, resistie response to theonditions o5 their subordin$tion it 6$int$ins their sense o5 subultur$l di55erene in the5$e o5 the inorpor$tin! 5ores o5 the do6in$nt ideolo!y. +he ple$sures o5 teleision $re best understood not in ter6s o5 $ ho6o!eneous psyholo!i$l 6odel, but r$ther in thoseo5 $ hetero!eneous, soioultur$l one.



n 6$ny #$ys pl$y is $ 6ore produtie onept th$n ple$sure be$use it $sserts its$tiity, its re$tiity. l$y is $tie ple$sure it pushes rules to the li6its $nd e:plores theonseGuenes o5 bre$*in! the6 entr$lied ple$sure is 6ore on5or6ist. +eleision 6$y#ell produe both sorts o5 ple$sure, but its typi$l one is the pl$y5ul ple$sure th$t deries5ro6, $nd en$ts, th$t soure o5 $ll po#er 5or the subordin$te, the po#er to be di55erent.

□ "leas/re and te4t/ality

+eleisionDs pl$y5ulness is $ si!n o5 its se6ioti de6or$y, by #hih 6e$n itsdele!$tion o5 prodution o5 6e$nin!s $nd ple$sures to its ie#ers. +he re$din! rel$tionsth$t it inites $re ones o5 !re$ter or lesser eGu$lity. ts un#rittenness 6e$ns th$t it doesnot set itsel5 up $s the authority <the pun bet#een J$uthorK $nd J$uthorityK is 5$r 5ro6$ident$l= it h$s no sin!ul$r $uthori$l oie proposin! $ sin!ul$r #$y o5 loo*in! $t the#orld. +he $uthor role is dele!$ted to, or $t le$st sh$red #ith, its ie#ers. +eleision is $ produerly te:t th$t inites $ produerly set o5 re$din! rel$tions the prodution o56e$nin! is sh$red bet#een te:t $nd ie#er so th$t teleision does not presere its$uthori$l po#er $nd priile!e.

-23;-

y 5ore!roundin! its $uthori$l role $nd there5ore its te:tu$lity, it o55ers the ie#er $essto its disursie pr$tie. n sport $nd ne#s, 5or inst$ne, the disursie stru!!le o5 the$uthor 5untion th$t is inoled in 6$*in! sense o5 eents $s they h$ppen is 6$de isible$nd there5ore $essible. (ho#in! eents, or r$ther represent$tions o5 the6, $lon!sidetheir n$rr$tii$tion into o66ent$ry or ne#s story, opens up the proess o5 th$tn$rr$tii$tion, $nd the di55erene bet#een it $nd the JlieK eents di55erently represented by the $6er$ 6$*e the proess o5 represent$tion isible $nd thus p$rt o5 the 6e$nin!s$nd ple$sures o5 the pro!r$6.

n sport the $uthori$l role is pl$yed by the o66ent$tors - but their JstoryK is told $s theie#er #$thes the !$6e Jlie. K +his JlieK !$6e is, o5 ourse, still 6edi$ted but it h$s $hi!her 6od$lity th$n the o66ent$ry, $nd $ny ontr$ditions bet#een the hi!h 6od$lityo5 the <less #ritten= !$6e $nd the lo# 6od$lity o5 the o66ent$torDs story o5 the !$6einite the ie#er to dis$!ree, to produe his or her 6e$nin!s <$nd one h$s only to #$th $5ootb$ll !$6e #ith $ !roup o5 5$ns to see ho# e$!erly this init$tion is $epted=.+eleision sport sets itsel5 up to be dis$!reed #ith, its produerliness inites ie#er-6$de6e$nin!s. +his init$tion to dis$!ree $n be p$rt o5 the $uthori$l 5untion, $s #hen t#o or6ore o5 the on-sreen o66ent$torsIe:perts o55er di55erent JstoriesK o5 eents in the!$6e. More i6port$ntly, ho#eer, teleisionDs o#n disursie repertoire !ies to theie#er $uthori$l *no#led!e $nd the po#er to produe 6e$nin!s th$t !oes #ith it. +he

onst$nt 5lo# o5 b$*!round $nd st$tisti$l in5or6$tion, o5 repl$ys 5ro6 $ll $n!les $nd $t$ll speeds, o5 di$!r$66$ti e:pl$n$tions o5 t$tis, $ll !ie the ie#er the insiderin5or6$tion th$t is nor6$lly the presere $nd priile!e o5 the $uthor, to be rele$sed byhi6Iher in ontrolled doses throu!hout the pro!ress o5 the n$rr$tie. 'e donDt needFou$ult to tell us th$t *no#led!e $nd po#er $re losely lin*ed, thou!h he #$s the 5irst to propose th$t the 6$tri: o5 *no#led!eI po#erIple$sure 5or6ed one o5 the 6ost i6port$nt5ores in soiety. +he sh$rin! o5 $uthori$l *no#led!e $nd $uthori$l po#er is produtieo5 ple$sure.



n teleision ne#s <$s #e sh$ll see in h$pter 1= the $uthor role o5 the studio $nhor isset in $ si6il$r rel$tionship to the eents represented in the $tu$lity 5il6 or interie#s $sth$t o5 the sports o66ent$tors to the !$6e. (o #hen the J$uthorK 6$*es $ J6$n$!e6entsenseK o5 $n industri$l dispute resultin! in po#er uts, but the union spo*esperson on5il6 s$ys th$t it #$s 6$n$!e6ent #ho s#ithed o55 the li!hts <see h$pter 1=, theinit$tion to the ie#er to dis$!ree 6$y be less e:pliit th$n in sport, but it is there nonethe less, $nd is $n essenti$l p$rt o5 the ple$sure o5 #$thin! it. "e#s, li*e sport, $lso useseletroni e55ets $nd !r$phis th$t dr$# $ttention to its o#n te:tu$lity, its o#nonstrutedness.

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+here is $ si6il$r trend, too, in the teleision sho#s th$t $ppe$r to be 6ost Jre$listi, K by#hih 6e$n the ones th$t $re 6ost si6il$r to $ noel or $ 5il6 #ith their inisible$uthors. Cop $nd ri6e sho#s $re inre$sin!ly 5ore-!roundin! their o#n te:tu$lity. n Moonlighting , perh$ps the 6ost sophisti$ted o5 the6, the h$r$ters $id $nd M$ddy6$y suddenly #$l* o55 the set, or in their di$lo!ue bl$6e the #riters 5or its shorto6in!s.n one episode, 5or e:$6ple, M$ddy is depressed $nd re5uses to rise to $idDs te$sin!.

'hen she $s*s #hy they h$e to $r!ue, his reply is, J)ou *no# #e $l#$ys do, you #$ththe sho# on +uesd$y ni!hts. K 'hen $u!ht in $ lo*ed hotel roo6 #ith $ orpse $nd $!un in his h$nd, $id loo*s $t the ops $nd s$ys, J'h$t $ situ$tionO +h$n* od D6 only$n $torOK +his sel5-re5le:iity <#hih M$C$be $nd $pl$n list $s $ reGuire6ent o5 $r$di$l te:t= h$s lon! been $ st$ple o5 o6edy sho#s li*e "aturday )ight Li'e <see M$r1984=, $nd Monty Python-s Flying Circus depend upon their ie#ersD $#$reness o5teleisionDs disursie pr$ties 5or their hu6or. 6ore reent e:$6ple o5 this te:tu$llydeonstrutie o6edy is The *oung nes$ n one episode o5 this, 5or inst$ne, the5ollo#in! di$lo!ue ours

RC <loo+ing out of the window= h, here o6es the post6$n.

BB Ri*, youDre so borin!, #hy do you $l#$ys tell us #h$tDs !oin! to h$ppenH

RC e$use this is $ studio sho# $nd they $nDt $55ord to use lo$tion shots.

+eleisionDs 5ore!roundin! o5 its o#n te:tu$lity is not $l#$ys $s e:pliit $s here or in Moonlighting$ n sho#s li*e Miami Aice $nd others th$t h$e been in5luened by it, suh$s "tingray, or, to $ lesser e:tent, !unter , deies suh $s e:essie stylishness, sel5-onsious $6er$ #or*, un6oti$ted editin!, $nd the o$sion$l bre$*in! o5 the 180Prule, brin! its te:tu$lity 5or#$rd $s $ soure o5 ple$sure in its o#n ri!ht. +he 6ode o5represent$tion is 6$de isible $nd thus the rel$tionship bet#een the represent$tion $nd

the re$l is brou!ht into Guestion.

@5 ourse, the ie#ers #ere $he$d o5 the produers in this. Aobson <1982= $nd n!<198= h$e both sho#n th$t 6uh o5 the ple$sure o5 the ie#ers o5 so$p oper$ lies in pl$yin! #ith the bound$ry bet#een the represent$tion $nd the re$l. +heir po#er to do thish$s been inre$sed by the 5$n 6$!$ines $nd other seond$ry te:ts #hih !ie the6 $ninsider *no#led!e th$t is bro$dly si6il$r to th$t !ien by teleision itsel5 to the sports 5$nor the ne#s ie#er. +his $n, in so6e inst$nes, double the te:tu$l ple$sure by proidin!



$ J!host te:tK li*e the !host i6$!e on $ poorly tuned teleision set. (o the 5$n #ith theinsider *no#led!e o5 the Jre$lK rel$tionship bet#een, s$y, eor!e epp$rd $nd Mr +, $nre$d the !host i6$!e o5 this rel$tionship $s sIhe #$thes A$nnib$l $nd . . inter$t onThe .;Team$ +he presene o5 this !host te:t, o5 ourse, dr$#s $ttention, ho#eer6utedly, to the te:tu$lity o5 the represent$tion.

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+eleisionDs inre$sin!ly sophisti$ted ie#ers $re de6$ndin! $ess to teleisionDs6ode o5 represent$tion. +heir ple$sure in teleision is not e:pl$ined by the e$se #ith#hih they $n $o66od$te the6seles to its ideolo!i$lly produed 6e$nin!s $ndsub?et positions. better e:pl$n$tion o5 the ple$sures o5 teleision lies in underst$ndin!it $s $ te:t o5 ontest$tion #hih ont$ins 5ores o5 losure $nd o5 openness $nd #hih$llo#s ie#ers to 6$*e 6e$nin!s th$t $re subultur$lly pertinent to the6, but #hih $re6$de in resist$ne to the 5ores o5 losure in the te:t, ?ust $s their subultur$l identity is6$int$ined in resist$ne to the ideolo!i$l 5ores o5 ho6o!eni$tion. ut #e need $theory o5 ple$sure th$t !oes beyond 6e$nin!s $nd ideolo!y, $ theory o5 ple$sure th$tenters on the po#er to 6$*e 6e$nin!s r$ther th$n on the 6e$nin!s th$t $re 6$de. +his is

the thrust o5 #h$t h$e $lled teleisionDs Jse6ioti de6or$y, K its openin! up o5 itsdisursie pr$tie to the ie#er. +eleision is $ JproduerlyK 6ediu6 the #or* o5 theinstitution$l produers o5 its pro!r$6s reGuires the produerly #or* o5 the ie#ers $ndh$s only li6ited ontrol oer th$t #or*. +he re$din! rel$tions o5 $ produerly te:t $reessenti$lly de6or$ti, not $utor$ti ones. +he disursie po#er to 6$*e 6e$nin!s, to produe *no#led!es o5 the #orld, is $ po#er th$t both pro!r$6 produers $nd produerlyie#ers h$e $ess to.

+eleisionDs 5ore!roundin! o5 its disursie repertoire, its de6ysti5i$tion o5 its 6ode o5represent$tion, $re the entr$l h$r$teristis o5 its produerliness. +hey reGuire, $nd,6ore i6port$ntly, $re reGuired by, the $tie, sophisti$ted, $nd teleisu$lly liter$te

ie#er. +hey o55er the ie#er t#o sorts o5 produerly ple$sures the one is the ple$sure o56$*in! subultur$lly pertinent 6e$nin!s, but the 6ore i6port$nt one is the ple$sure inthe proess o5 6$*in! 6e$nin!s, th$t is, oer $nd $boe $ny ple$sure in the 6e$nin!sth$t $re 6$de. +he ple$sure $nd the po#er o5 6$*in! 6e$nin!s, o5 p$rtiip$tin! in the6ode o5 represent$tion, o5 pl$yin! #ith the se6ioti proess - these $re so6e o5 the 6ostsi!ni5i$nt $nd e6po#erin! ple$sures th$t teleision h$s to o55er.

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Chapter 1.

Carnival and style

n the l$st h$pter $r!ued th$t popul$r ple$sure neess$rily ont$ined ele6ents o5resist$ne. +he ideolo!i$l ple$sure o5 reo!nition, by #hih the ie#er reo!nies $ndon5ir6s his or her ideolo!i$lly onstruted sub?etiity, is essenti$lly $ lo# leel o5 ple$sure, i5, indeed, it is ple$sur$ble $t $ll. Co65ort $nd ple$sure do not neess$rily !oto!ether. n this h$pter #ish to e:plore #$ys in #hih so6e o5 the popul$r ple$sureso55ered by teleision $n e$de, resist, or s$nd$lie ideolo!y $nd soi$l ontrol. +histendeny $n o5ten be seen 6ost le$rly in Je:tre6eK 5or6s o5 teleision, suh $s



#restlin! or ro* ideo, but #ish to sho# th$t these Je:tre6itiesK $re not $tu$llyuntypi$l, but th$t the s$6e tendenies $n be 5ound in sho#s li*e Miami Aice or ino66eri$ls.

+he line o5 $r!u6ent th$t #ish to 5ollo# to lin* suh $pp$rently disp$r$te sho#s is oneth$t enters on the role o5 the si!ni5ier, on the body, $nd on the sur5$e. ts ore is thenotion th$t ideolo!y #or*s throu!h the si!ni5ieds $nd the sub?etiity to onstrut $ndontrol 6e$nin!s o5 sel5 $nd o5 soi$l rel$tions. +his $n be resisted on its o#n ter6s by produin! ounter-ideolo!ies, ounter-6e$nin!s th$t sere the interests o5 thesubordin$te r$ther th$n those o5 the do6in$nt. ut there is $n $ltern$tie se6ioti str$te!yo5 resist$ne or e$sion th$t re5uses to $ept the terr$in #ithin #hih ideolo!y #or*s so#ell, $nd inste$d substitutes one th$t 5$ors popul$r ple$sures r$ther th$n soi$l ontrol.+his terr$in eno6p$sses the si!ni5ier, the body, $nd physi$l sens$tion. +hese t#oopposin! terr$ins $n be rel$ted in ter6s o5 the 5ollo#in! oppositions

>deology Popular pleasures

si!ni5ied si!ni5ier

6e$nin!s physi$l sens$tionsdepth sur5$e

sub?etiity the body, physi$lity

responsibility 5un

sense non-sense

unity 5r$!6ent$tion

ho6o!eneity hetero!eneity

+A% +%RR" @F C@"+R@L +A% +%RR" @F R%((+"C%IR%FN(L

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+he ter6 Jresist$neK is used in its liter$l sense, not in its 6ore oertly politi$l or eenreolution$ry one o5 $tte6ptin! to oerthro# the soi$l syste6. R$ther it re5ers to there5us$l to $ept the soi$l identity proposed by the do6in$nt ideolo!y $nd the soi$lontrol th$t !oes #ith it. +he re5us$l o5 ideolo!y, o5 its 6e$nin!s $nd ontrol, 6$y not o5itsel5 h$llen!e the do6in$nt soi$l syste6 but it does resist inorpor$tion $nd it does6$int$in $nd stren!then $ sense o5 soi$l di55erene th$t is $ prereGuisite to $ny 6orediret soi$l h$llen!e. +he opposition o5 popul$r ple$sures to soi$l ontrol 6e$ns th$tthey $l#$ys ont$in the potenti$l 5or resist$ne or subersion the 5$t th$t this subersieor resistie $tiity is se6ioti or ultur$l r$ther th$n soi$l or een 6ilit$ry does notdenude it o5 $ny e55etiity. (oiopoliti$l syste6s depend 5in$lly upon ultur$l syste6s,#hih is to s$y th$t the 6e$nin!s people 6$*e o5 their soi$l rel$tions $nd the ple$sures

th$t they see* sere in the l$st inst$ne to st$bilie or dest$bilie th$t soi$l syste6.Me$nin!s $nd ple$sures h$e $ !ener$l $nd dispersed soi$l e55etiity, thou!h 6$ybe not$ diret $nd de6onstr$ble soi$l e55et.

@ne o5 the rui$l Guestions then is #hose $re the 6e$nin!s, #hose $re the ple$suresH$*htin <19;8= $ppro$hed this throu!h his theory o5 $rni$l #hih he deeloped inorder to $ount 5or the popul$rity o5 R$bel$is. +he physi$l e:esses o5 R$bel$isDs #orld$nd their o55ensieness to the est$blished order ehoed ele6ents o5 the 6edie$l $rni$l



both #ere onerned #ith bodily ple$sure in opposition to 6or$lity, disipline, $nd soi$lontrol. +eleisionDs sense o5 the body 6$y be 6ore 6uted th$n #$s R$bel$isDs, but the#orld o5 the $rni$l, $s theoried by $*htin, $n neertheless proide so6e use5ul points o5 o6p$rison #ith the popul$r ple$sures th$t teleision o55ers.

+he $rni$l, $ordin! to $*htin, #$s h$r$teried by l$u!hter, by e:essieness<p$rtiul$rly o5 the body $nd the bodily 5untions=, by b$d t$ste $nd o55ensieness, $nd byde!r$d$tion. +eleision is 5reGuently $used o5, or 6ore r$rely pr$ised 5or, these s$6eies or irtues. +he R$bel$isi$n 6o6ent $nd style #ere $used by $ ollision o5 t#ol$n!u$!es, the hi!h, $lid$ted l$n!u$!e o5 l$ssi$l le$rnin!, $nd the lo#, ern$ul$rl$n!u$!e o5 the 5ol*. si6il$r se6ioti tension e:ists in teleision bet#een its o55ii$l,ideolo!i$l l$n!u$!e, $nd the ern$ul$r, lo# l$n!u$!es it $rries, thou!h ont$ins #ithdi55iulty, $nd th$t 6$y ollide he$lthily #ith its o55ii$l oie. +he $rni$lesGue is theresult o5 this ollision $nd is $ test$6ent to the po#er o5 the Jlo#K to insist upon its ri!htsto $ pl$e in the ulture. +he $rni$l onstruts $ Jseond #orld $nd $ seond li5eoutside o55ii$ldo6K <p. ;=, $ #orld #ithout r$n* or soi$l hier$rhy.

C$rni$l elebr$ted te6por$ry liber$tion 5ro6 the pre$ilin! truth $nd 5ro6 the

est$blished order it 6$r*ed the suspension o5 $ll hier$rhi$l r$n*, priile!es, nor6s $nd prohibitions. <p. 10=

-241-

ts 5untion #$s to liber$te, to $llo# $ re$tie pl$y5ul 5reedo6,

+o onser$te inentie 5reedo6 . . . to liber$te 5ro6 the pre$ilin! point o5 ie# o5 the#orld, 5ro6 onentions $nd est$blished truths, 5ro6 lihVs, 5ro6 $ll th$t is hu6dru6$nd uniers$lly $epted. <p. 34=

n $rni$l li5e is sub?et only to Jthe l$#s o5 its o#n 5reedo6K <p. 7=. C$rni$l is $ne:$!!er$tion o5 pl$y, the sp$e 5or 5reedo6 $nd ontrol th$t !$6es o55er is opened upeen 5urther by the #e$*enin! o5 the rules th$t ont$in it. Li*e pl$y, $rni$l $bides byert$in rules th$t !ie it $ p$ttern, but unli*e pl$y <#hose rules tend to repli$te thesoi$l=, $rni$l inerts those rules $nd builds $ #orld upside do#n, one strutured$ordin! to the lo!i o5 the Jinside outK th$t proides J$ p$rody o5 the e:tr$$rni$l li5eK<p. 7=.

s #e s$# in the l$st h$pter, 6$ny hildrenDs sho#s test the bound$ries o5 the rules $ndsho# $ #orld th$t es$pes their ontrol. C$rtoons $nd o6edies 5reGuently inertJnor6$lK rel$tionships $nd sho# the $dult $s ino6petent, un$ble to underst$nd, $nd the

hildren $s superior in insi!ht $nd $bility. ltern$tiely JinertedK $dults $re onstruted6ore sy6p$theti$lly $nd $re tre$ted $s honor$ry hildren. . . in The .;Team is $$rni$lesGue 5i!ure he is $n inerted $dult, $n honor$ry hild, he is e:essie, is $ll body, $nd er!es on the !rotesGue. Ais bl$*ness spe$*s the Jlo#K l$n!u$!e o5 $rni$l.Ae o55ers, in $ 6uted 5or6, to those #ho identi5y #ith hi6, the init$tion to p$rtiip$te inthe 6o6ent$ry liber$tion 5ro6 the l$#s o5 soi$l ontrol, $s, be5ore hi6, did the!rotesGue !reen torso o5 The >ncredible !ul+$



+he pr$ti$l ?o*es pl$yed on the st$rs in TA Bloopers and Practical Eo+es $nd on the publi in Candid Camera #or* $ordin! to the Jlo!i o5 the inside out. K +hey dependon rules #hih $re inersions o5 the nor6$l $nd #hih the pl$yersIspet$tors *no# butthe Jiti6sK do not. +he Candid Camera l$dy #ho o$sted $ $r #ithout $n en!ine into$ 5illin! st$tion $t the botto6 o5 $ hill $nd $s*ed the $ttend$nt to he* the oil $nd plu!s#$s inertin! the Jpre$ilin! truth, K #$s es$pin! 5ro6 J$ll th$t is hu6dru6 $nduniers$lly $epted. K

llo#in! the ie#er to be Jin the *no#K $nd to p$rtiip$te in the ?o*e reerses the po#errel$tions inoled in #$thin! nor6$l teleision, #hen it is the ie#er #ho l$*s*no#led!e #hih those on the sreen possess $nd i6p$rt. +here is $ si6il$rlye6po#erin! inersion o5 ie#in! rel$tions in the pr$ti$l ?o*es pl$yed on the st$rs inTA Bloopers and Practical Eo+es the ie#er *no#s th$t the pr$t5$ll #ill o6e, theie#er *no#s the sript in $d$ne it is the st$r, the per5or6er, in the position o5i!nor$ne.

+hese 6o6ents ont$in other ele6ents o5 the $rni$lesGue JS+he $rni$lT belon!s tothe borderline bet#een $rt $nd li5e. n re$lity, it is li5e itsel5, but sh$ped $ordin! to $

ert$in p$ttern o5 pl$yK <p.7=.

-242-

JLi5eK eruptin! throu!h $rt, $s st$rs 5or!et their lines or !et the !i!!les, or $s sports6enlose their te6pers $nd bre$* the rules, rosses th$t borderline bet#een re$lity $ndrepresent$tion in the s$6e #$y $s do the ie#ers o5 so$p oper$. +he ple$sure inoled is$rni$lesGue, 5or it is the ple$sure o5 the subordin$te es$pin! 5ro6 the rules $ndonentions th$t $re the $!ents o5 soi$l ontrol. C$rni$l is onerned #ith bodies, notthe bodies o5 indiidu$ls, but #ith the Jbody priniple, K the 6$teri$lity o5 li5e th$tunderlies $nd preedes indiidu$lity, spiritu$lity, $nd soiety. +he st$!e prop th$t re5uses

to #or*, the door th$t intr$nsi!ently re5uses to open, redues the indiidu$l per5or6er to $ body #restlin! #ith $n ob?et it is $ represent$tion o5 the leel o5 6$teri$lity on #hih$ll $re eGu$l, #hih suspends the hier$rhi$l r$n* $nd priile!e th$t nor6$lly !r$nts thest$r po#er oer the ie#er. +he st$r redued to helpless l$u!hter is ?oined in l$u!hter bythe ie#er $nd both beo6e eGu$l l$u!hin! bodies. +he de!r$d$tion o5 $rni$l isliter$lly $ brin!in! do#n o5 $ll to the eGu$lity o5 the body priniple.□ Rock ’’ !restlig

Roc+ -n- ,restling is $ $rni$l o5 bodies, o5 rule-bre$*in!, o5 !rotesGuerie, o5de!r$d$tion $nd spet$le. $rthes <1973= $lerts us to the 5untion o5 #restlin! $s $ popul$r spet$le in ter6s th$t $re re6$r*$ble si6il$r to those used by $*htin todesribe $rni$l. oth $uthors re5er to the commedia dell-arte $s $n institution$lied

5or6 o5 popul$r spet$le th$t $n $t $s $n e:pl$n$tory re5erene point. oth point to theentr$lity o5 the body, to e:ess, e:$!!er$tion, $nd !rotesGueness. oth re5er to thespet$le $s $n i6port$nt priniple, $nd to the #$y th$t #restlin! or $rni$l e:ists on the borderline o5 $rt $nd not-$rt <or li5e=. $*htin <19;8 , 11= 5inds three 6$in ultur$l5or6s o5 5ol* $rni$l

<1= ritu$l spet$les<2= o6i <erb$l= o6positions - inersions, p$rodies, tr$esties, hu6ili$tions, pro5$n$tions, o6i ro#nin!s $nd unro#nin!s



<3= $rious !enres o5 illin!s!$te - urses, o$ths, popul$r bl$ons.

+he spet$ul$r inoles $n e:$!!er$tion o5 the ple$sure o5 loo*in!. t e:$!!er$tes theisible, 6$!ni5ies $nd 5ore!rounds the sur5$e $ppe$r$ne, $nd re5uses 6e$nin! or depth.'hen the ob?et is pure spet$le it #or*s only on the physi$l senses, the body o5 thespet$tor, not in the onstrution o5 $ sub?et. (pet$le liber$tes 5ro6 sub?etiity. tse6ph$sis on e:essie 6$teri$lity 5ore!rounds the body, not $s $ si!ni5ier o5 so6ethin!else, but in its presence$ $rthes $r!ues th$t the physi$lity o5 the #restlers is their6e$nin! +h$uin does not st$nd 5or i!nobility $nd eil, 5or his body, his !esture, his posture are i!nobility $nd eil. ll #restlers in Roc+ -n- ,restling h$e e:essie bodies$nd the ritu$ls they per5or6 $re e:essiely physi$l - the 5ore$r6 s6$sh, the 5lyin! bodysl$6, the h$66er, the pile-drier $re 6oe6ents #hose 6e$nin! is the l$sh o5 5lesh on5lesh the 5or6s they t$*e e6ph$sie the spet$ul$r, the physi$l 5ore, r$ther th$n theire55etiity in J#innin!K the ontest the i66obility o5 $ #restler in $ hold is Jthespet$le o5 su55erin!K <$rthes 1973 20=. For they $re 6oe6ents o5 ritu$l, not thes*ills o5 sport. s $rthes s$ys, the 5untion o5 $ #restler is not to #in or lose, but Jto !oe:$tly throu!h the 6otions #hih $re e:peted o5 hi6K <p. 1;=. +he hu6ili$tion $ndde!r$d$tion o5 de5e$t e:ist only in the body $nd helpless 5lesh o5 the 5$llen #restler, not

in $ struture o5 6or$l $nd soi$l $lues th$t !ies the6 J6e$nin!. K Aene the $udiene,$nd the Jitor, K $re liensed to !lo$t oer $nd !lory in the ru6pled body, $nd indeedthe itor #ill 5reGuently ontinue his $tt$*s on $nd de!r$d$tions o5 the $nGuished body $5ter he h$s been del$red the #inner, $5ter the bout h$s o55ii$lly ended. n de5e$t,Jthe #restlerDs 5lesh is no lon!er $nythin! but $n unspe$*$ble he$p spre$d out on the5loor, #here it soliits relentless reilin! $nd ?ubil$tionK <$rthes 1973 21=

-243-

bout bet#een ndre the i$nt $nd i! /ohn (tud 5inished #ith ndre the J#inner. Kin! on! undi, i! /ohnDs p$rtner in Jt$! #restlin!, K tore into the rin!, $pp$rently in

$n unontroll$ble r$!e. i! /ohn suddenly !r$bbed ndreDs le!s, thro#in! hi6 on to his b$*. undi, $ !ross 5i!ure #ith $ b$ld he$d $nd #ide e:p$nses o5 s6ooth #hite 5lesh,then e:euted $ nu6ber o5 body sl$6s upon the i$nt, brushin! the helpless re5eree outo5 the #$y $s he did so. +he o66ent$tor #$s e:itedly $nd ?oy5ully sre$6in!, J+his isdespi$ble, this is despi$ble . . . o6e on re5eree, do so6ethin! een i5 itDs #ron!.+hereDs no #$y the re5eree . . . no #$y heDs !oin! to stop in! on! undi, #hoDs5oulin! ndre . . . heDs obiously hurt, loo* $t th$t sternu6 bone ?ust sti*in! ri!ht outthereOK.

+he <$pp$rently= bro*en sternu6 bone o5 ndre the i$nt be$6e $n ob?et o5 spet$le,diored 5ro6 the re$l soi$l #orld o5 6or$l $lues $nd l$#, its 6e$nin! #$s its

$ppe$r$ne $s $ s#ellin! on the hu!e hest o5 ndre th$t the $6er$ oo6ed in on, $s itdid in the subseGuent interie#.

%$rlier in the bout, i! /ohn (tudDs 6$n$!er h$d thro#n hi6 $ hu!e p$ir o5 sissors #ith#hih he #$s thre$tenin! to ut ndreDs h$ir. +he t#o 5ou!ht 5or the sissors, #ith ndre5in$lly 5orin! i! /ohn to let the6 !o by sin*in! his teeth into the #rist o5 the h$ndholdin! the6. +he old steel o5 the sissors $!$inst the s#e$tin! 5lesh o5 the #restlers, the



i6$!e o5 sh$rp teeth on yieldin! s*in, $ll hei!htened the physi$lity o5 the ontest, the pl$ne o5 the body on #hih it ourred.

-244-

+he $rni$l 5or6 o5 inersion $nd p$rody is eGu$lly le$rly e:hibited. s #e noted in thel$st h$pter, the 6$in inersion is th$t bet#een ontrol $nd disruption. +he rules o5 theJ!$6eK e:ist only to be bro*en, the re5eree only to be i!nored.

re!ul$r Jh$r$terK on Roc+ -n- ,restling is JLord l5red A$yesK #ho proides one ort#o Jupd$tesK o5 in5or6$tion $bout #restlers $nd the 'orld 'restlin! Feder$tion. Aisn$6e, his dress, $nd his $ent $ll p$rody the tr$dition$l %n!lish $ristor$t he is $$rni$lesGue 6et$phor o5 soi$l po#er $nd st$tus #ho is there to be l$u!hed $t. +hesoi$l rules th$t he e6bodies $re to be bro*en $t the s$6e ti6e $s the in5or6$tion hei6p$rts is $epted.

Rules or!$nie the soi$l $nd the eeryd$y $nd ontrol the sense #e 6$*e o5 it, theydeter6ine not only beh$iors $nd ?ud!6ents, but $lso the soi$l $te!ories throu!h #hih#e 6$*e sense o5 the #orld. n $rni$l $te!ories $re bro*en $s enthusi$sti$lly $s rulesthe #restlersD 6$n$!ers 5i!ht $s o5ten $s the #restlers, #restlers not o55ii$lly inoled ?oin in the bouts, the ropes #hih sep$r$te the rin! <the $re$ o5 ontest= 5ro6 the $udiene$re i!nored $nd the 5i!ht spills into the $udiene #ho beo6e p$rtiip$nts, not onlyerb$lly <see belo#= but physi$lly.

C$rni$l does not *no# 5ootli!hts, in the sense th$t it does not $*no#led!e $nydistintion bet#een $tors $nd spet$tors. . . . C$rni$l is not $ spet$le seen by the people they lie in it, $nd eeryone p$rtiip$tes be$use its ery ide$ e6br$es $ll the people. <$*htin 19;8 7=

+his p$rtiip$tion r$n!es 5ro6 the physi$l - r$inin! <ine55etie= blo#s on one #restler,or helpin! the other to his 5eet - throu!h the erb$l - shoutin! enour$!e6ent $nd $buseor holdin! up pl$$rds - to the sy6boli - #$in! 6$ni*in doll 6odels o5 oneDs 5$orite#restler, or #e$rin! his i6$!e on +-shirts. +he teleision $6er$ pl$ys on the ro#d, #ho per5or6s 5or it $s 6uh $s do the #restlers the $te!ori$l distintion bet#een spet$le$nd spet$tor is $bolished, $ll p$rtiip$te spet$ul$rly in this inerted, p$rodi #orld.

For #restlin! is $ p$rody o5 sport it e:$!!er$tes ert$in ele6ents o5 sport so th$t it $nGuestion both the6 $nd the $lues th$t they nor6$lly be$r. n sport, te$6s or indiidu$lsst$rt eGu$l <see the ne:t h$pter= $nd sep$r$te out into #inners $nd losers. n Roc+ -n-,restling the difference is typi$lly $sserted $t the be!innin! o5 the bout. outs o5ten st$rt

#ith one #restler <or $ p$ir= $lre$dy in the rin!, dressed onention$lly $nd 6ini6$lly inshorts or ti!hts, $nd !ien $n eeryd$y n$6e suh $s +erry ibbs. +he $6er$ then utsto his opponent o6in! throu!h the ro#d, spet$ul$rly dressed in $rni$lesGueostu6e $nd eGuipped #ith $n outl$ndish n$6e suh $s JR$ndy M$ho M$n ($$!e, KJi$nt A$yst$*s, K J/un*y$rd o!. K +he ontest is bet#een the nor6$l $nd the$bnor6$l, the eeryd$y $nd the $rni$lesGue.

-24-



Roc+ -n- ,restling re5uses J5$irness. K t is unfair$ "obody is !ien $ Jsportin! h$neK$nd $nyone #ho $tte6pts to Jpl$y 5$irK is t$*en $d$nt$!e o5 $nd su55ers $s $ result. )etthe o66ent$tors return us $!$in $nd $!$in to this re?eted st$nd$rd $s $ point 5ro6#hih to 6$*e sense o5 the $tion. +he ple$sure lies not in the 5$irness o5 the ontest, butin the 5oul pl$y #hih Je:ists only in its e:essie si!nsK <$rthes 1973 22=.

'restlin! is $ tr$esty o5 ?ustie, or r$ther, ?ustie is the e6bodi6ent o5 its possible $nd5reGuent tr$ns!ression. J"$tur$lK ?ustie, enshrined in soi$l l$#, is inerted thedeserin! $nd the !ood lose 6ore 5reGuently th$n they #in. t is the eil, the un5$ir, #hotriu6ph in $ reers$l o5 6ost dr$6$ti on5lit on teleision. +here is $ J!rotesGuere$lis6K here th$t ontr$sts #ith the ide$lied Jpre$ilin! truthK o5 the soi$l orderdespite the o55ii$l ideolo!y, the e:periene o5 6$ny o5 the subordin$te is th$t the un5$ir$nd the u!ly do prosper, $nd the J!oodK !o to the #$ll.

n sport, the loser is not hu6ili$ted, or de!r$ded, but in Roc+ -n- ,restling he is,e:essiely. (portDs respet 5or $ J!ood loserK is p$rt o5 its elebr$tion o5 the #inner,#restlin!Ds JlienseK 5or the b$d to #in $llo#s $lso the de!r$d$tion $nd hu6ili$tion o5 theloserDs body. (portDs $l6ost reli!ious respet !r$nted to the hu6$n body $nd to the

indiidu$l is here pro5$ned, bl$sphe6ed $!$inst.

nd this body is $l6ost in$ri$bly the 6$le body. Fe6$le #restlin! ours, thou!h r$relyon teleision. t is interestin! to note th$t in its nonteleisu$l 5or6 in lubs $nd pubs it5reGuently e:$!!er$tes the hu6ili$tion $nd de!r$d$tion een 5urther by bein! held in #etslippery 6ud. n teleision sport the 6$le body is !lori5ied, its per5etion, stren!th, $nd!r$e $ptured in lose-up $nd slo# 6otion. Morse <1983= su!!ests th$t slo# 6otion,#hih is so h$r$teristi o5 sport on teleision but used 6ore r$rely in Roc+ -n-,restling , h$s the e55et o5 6$*in! the 6$le body $ppe$r l$r!er in s$le, $nd thus 6ore po#er5ul, $nd o5 presentin! it $s $ per5etion o5 $l6ost spiritu$l be$uty. (he ites theree* ide$l o5 J*$l$!$thon, K in #hih the be$uti5ul 6$le body #$s lin*ed to soi$l $nd

politi$l po#er. Follo#in! Muley <197=, she su!!ests th$t there is $ di55erene bet#eenthe 6$suline !$e on $tie 6oin! 6$le bodies $nd upon p$ssie 5e6$le ones. (hediides this 6$suline !$e upon the 6$le into t#o - one is $ sienti5i inesti!$tie loo*o5 the #ill to *no#, #hih is $ subli6$tion o5 the oyeuristi loo* $nd produes $repressed ho6oeroti ple$sure. +he other deries its ple$sure 5ro6 the slo# 6otionrepl$ys th$t produe the repetition th$t is $ssoi$ted #ith desire. +he 5e6$le spet$tor,ho#eer, is di55erent. (he is tr$dition$lly the uninited obserer <#hih presu6$bly !iesher the po#er5ul position o5 the oyeur=, but the teleisin! o5 sport h$s, $ordin! toMorse, erotiied the 6$le body so th$t it $n beo6e $n ob?et o5 5e6inine desire $nd ple$sure. (he #onders i5 there h$s been $ si!ni5i$nt shi5t in #h$t she desribes $s sportDs pre$rious b$l$ne bet#een Jpl$y $nd displ$yK <p. 4=. n Jpl$y, K the loo* upon the 6$le

body is tr$ns5or6ed into $n inGuiry into the li6its o5 hu6$n per5or6$ne, in Jdispl$yKthe loo* h$s no suh $libi. n this onte:t she Guotes $ #$rnin! sounded by (tone <1971=th$t o66eri$li$tion #$s tr$ns5or6in! the inherently noble game into the inherentlyi!noble spectacle she o66ents so6e#h$t s$rdoni$lly, Jthe surest si!n o5 thede!r$d$tion o5 sport into spet$le - $s 5$r $s (tone #$s onerned - #$s the predo6in$ne o5 5e6$le spet$torsK <p. 4=.

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+he JlieK $udiene o5 Roc+ -n- ,restling inludes 6$ny, o5ten ery p$rtiip$tory, 5e6$lespet$tors <#hose presene is $tered 5or in the n$6es o5 one t$! #restlin! p$ir,Jee5$*eK $nd JB$lentineK= $nd it 6$y #ell be th$t the onstrution o5 the 6$le body $sspet$le 5or the 5e6$le ie#er is 6ore e6po#erin! th$n Morse $llo#s. Aer $ount o5the ple$sures o55ered by the displ$y o5 the 6$le body in teleised sport le$es it$esthetiied $nd erotiied, $n ob?et o5 $d6ir$tion th$t $n still $ppropri$tely be$r thedo6in$nt ideolo!y o5 p$tri$rhy.

ut in #restlin! the 6$le body is no ob?et o5 be$uty it is !rotesGue. $*htin su!!eststh$t the !rotesGue is lin*ed to $ sense o5 e$rthy re$lis6, indeed he t$l*s $bout J!rotesGuere$lis6. K +he re$lis6 o5 the !rotesGue is opposed to the J$esthetis o5 the be$uti5ulK <p.29= represented in sportDs ision o5 the per5et body. +he !rotesGue body is Jontr$ry tothe l$ssi i6$!es o5 the 5inished, o6pleted 6$nK <p. 2= le$nsed o5, or liber$ted 5ro6,the soi$l onstrution $nd e$lu$tion o5 the body, it e:ists only in its 6$teri$lity. +he ple$sure o5 the 5e6$le ie#er here is di55erent 5ro6 th$t theoried by Morse. (eein!6$suline stren!th $nd po#er e6bodied in u!liness $nd en!$!ed in eil sets upontr$ditory ple$sures o5 $ttr$tion $nd repulsion. +he e:essieness o5 this stren!th, in$lli$ne #ith its u!liness, opens $ sp$e 5or opposition$l $nd ontr$ditory re$din!s o5

6$sulinity the !rotesGueness o5 the bodies 6$y e6body the u!liness o5 p$tri$rhy, $nu!liness th$t is te6pered #ith ontr$ditory ele6ents o5 $ttr$tion. +here is $ sense, too,in #hih this !rotesGueness liber$tes the 6$le ie#er 5ro6 the tyr$nny o5 theun$tt$in$bly per5et 6$le body th$t oupies so 6uh o5 the Jnor6$lK teleision sreen.'restlin!Ds $rni$l inerts teleisu$l nor6s $s suess5ully $s soi$l ones.

+he third o6ponent o5 5ol* $rni$l is its Jillin!s!$te, K its urses, o$ths, i6pre$tions.n Roc+ -n- ,restling these $re both erb$l $nd nonerb$l, thou!h the 6ost e6ph$ti $reo5ten the nonerb$l, $rried in #h$t $rthes $lls the J!r$ndiloGueneK <liter$lly, thee:essie speeh= o5 !esture, o5 posture $nd the body. +he #restlers Js#e$rK *ineti$lly$t e$h other, $t the re5eree, $t the spet$tors the spet$tors si6il$rly urse $nd heer,

hold up pl$$rds. +he bre$*in! o5 lin!uisti onentions is obiously J6odi5ied 5or +B, Kin th$t $tu$l obsenities $nd bl$sphe6ies $re not per6itted, but the proess o5 b$d6outhin!, o5 insultin!, is enthusi$sti$lly entered into. +he interie#s bet#een the boutsonsist l$r!ely o5 #restlers l$udin! the6seles $nd b$d 6outhin! opponents. +hisJillin!s!$teK is typi$lly deliered, not to the interie#er, but diret to $6er$,inolin! the ho6e ie#er in the proess $s $tiely $s the lie $udiene. Jillin!s!$teKis or$l, opposition$l, p$rtiip$tory ulture, 6$*in! no distintion bet#een per5or6er $nd$udiene.

-247-

+he $rni$lesGue p$rody o5 po#er $nd $uthority Guestions the #$y th$t po#er ise:erised in the eeryd$y #orld, $nd entr$l to this irreerent Guestionin! is its use o5 the body. Fou$ult h$s ree$led in det$il the #$ys in #hih #estern soieties h$e 6$de the body into the site #here soi$l po#er is 6ost o6pellin!ly e:erted. +he body is #herethe po#er-be$rin! de5initions o5 soi$l $nd se:u$l nor6$lity $re, liter$lly, e6bodied, $ndis onseGuently the site o5 disipline $nd punish6ent 5or dei$tion 5ro6 those nor6s.yer <198;= $r!ues th$t our ultureDs obsession #ith 6$*in! sense o5 the body is bour!eois ideolo!y $t #or* the se:u$li$tion o5 the body, its $esthetii$tion, $nd its



si!ni5i$tion o5 soi$l nor6s $nd dei$tion, $ll #or* to dis!uise the 5$t th$t the body proides the essenti$l l$bor o5 $pit$lis6. t is the bodies o5 the 6$?ority th$t 6$*e the pro5its 5or the 5e#

+he proble6 o5 the body see6s to 6e to be rooted in the ?usti5i$tion o5 the $pit$listsyste6 itsel5. +he rhetori o5 $pit$lis6 insists th$t it is $pit$l th$t 6$*es thin!s h$ppen$pit$l h$s the 6$!i property o5 !ro#in!, sti6ul$tin!. 'h$t this one$ls is the 5$t th$tit is hu6$n l$bor $nd, in the l$st inst$ne, the l$bor o5 the body, th$t 6$*es thin!sh$ppen. +he body is $ Jproble6K be$use to reo!nie it 5ully #ould be to reo!nie it $sthe 5ound$tion o5 eono6i li5e ho# #e use $nd or!$nie the $p$ities o5 our bodies isho# #e produe $nd reprodue li5e itsel5. <p. 13=

(portDs elebr$tion o5 the body be$uti5ul beo6es $ depolitiied elebr$tion o5 physi$ll$bor in $pit$lis6 $nd $esthetis beo6e the 6e$ns by #hih the be$uty o5 the 6$le body is lin*ed to soi$l $nd politi$l po#er in the ide$l o5 J*$l$!$thon. K +he sportin!6$le body is, onseGuently, $n $tie he!e6oni $!ent 5or p$tri$rh$l $pit$lis6, $nd $ssuh 5its ne$tly #ith sportDs e6bodi6ent o5 our do6in$nt ideolo!y. +he sportin! $lueso5 5$irness $nd eGu$lity 5or $ll its pl$yers, o5 respet 5or the loser $nd proper elebr$tion

o5 the #inner, represent the do6in$nt ideolo!y by #hih de6or$ti $pit$lis6 $luesitsel5.

+he !rotesGue re$lis6 o5 the u!ly, distorted body is there5ore opposed se6ioti$lly $nd politi$lly to the do6in$nt. t is $n $ppropri$te 6e$ns o5 $rtiul$tin! the soi$l e:perieneo5 6$ny subordin$ted $nd oppressed !roups in $pit$lis6 #hose eeryd$y sense o5 thesoi$l syste6 is not one o5 5$irness $nd eGu$lity positioned $s they $re $s Jlosers, K thesubordin$ted <#hether by l$ss, !ender, or r$e= h$e little sense o5 bein! JrespetedK bythe #inners, nor do they neess$rily 5eel $d6ir$tion 5or the soi$lly suess5ul. +he$rni$l is both $ produt $nd $ elebr$tion o5 the y$#nin! !$p bet#een the interests $nde:perienes o5 the do6in$nt $nd the subordin$ted in #hite p$tri$rh$l $pit$lis6.

-248-

(port 6$y be $ he!e6oni $tte6pt to ontrol the disruptie 5ores produed by thise:perienti$l !$p, but in $rni$l these 5ores bre$* th$t ontrol. +he $rni$lesGue,there5ore, beo6es the $ren$ #herein repressed e:perienes $n be sy6bolied in $ #$yth$t $rtiul$tes not only the 6e$nin! o5 the e:periene, but $lso the e:periene o5 therepression. 5 be$uty h$s been h$rnessed $s $ 6et$phor 5or the soi$lly do6in$nt, thenu!liness 6et$phori$lly e:presses the e:periene $nd the essene o5 the subordin$te. +he!rotesGue is both #h$t 6ust be repressed $nd the i6possibility o5 repressin! it.

ennett <198;= points out th$t $*htin did not see $rni$l 6erely $s $ set o5tr$ns!ressie ritu$ls, but e6ph$sied its positie $spets

+he $lue o5 e:ess $ssoi$ted #ith $rni$l . . . 5or6ed p$rt o5 $n i6$!e o5 the people $s$ boundless, unstopp$ble 6$teri$l 5ore, $ $st sel5-re!ener$tin! $nd undi55erenti$ted body sur6ountin! $ll obst$les pl$ed in its p$th.

<p. 148=



t 6i!ht be t$*in! ennett too 5$r to su!!est th$t he h$s !ien $n $ur$te desription o5 $teleision #restler $s $ $st, sel5-re!ener$tin!, undi55erenti$ted body sur6ountin! $llobst$les in its p$th, or een th$t the #restler beo6es the e6bodi6ent o5 the popul$r5ore #hih e:presses itsel5 in $rni$l. ut #e 6ust not #rite $rni$l o55 $s 6erely $s$5ety $le th$t ulti6$tely $llo#s soi$l ontrol to #or* 6ore e55etiely r$ther it is $reo!nition o5 the stren!th $nd endur$ne o5 those opposition$l, disruptie, popul$r5ores.

n the post6odern #orld, style per5or6s 6$ny o5 the 5untions o5 $rni$l. t isessenti$lly liber$tin!, $tin! $s $n e6po#erin! l$n!u$!e 5or the subordin$te. tssi6il$rities to $rni$l lie in its insistene on the 6$teri$lity o5 the si!ni5ier, in itse:essieness, its $bility to o55end !ood t$ste <bour!eois t$ste=. 'hile teleision 6$y proide o6p$r$tiely little o5 the $rni$lesGue, it is onernin! itsel5 6ore $nd 6ore#ith the l$n!u$!e o5 style. F$ns #ho pre5er ynasty to allas o5ten report th$t the pre5erene is deter6ined by ynasty- s Jstyle, K Miami Aice shot to popul$rity on itsJloo*, K 6usi ideo irul$tes o6positions o5 style $s the isu$l eGui$lent o5 the6usi.

(tyle is $ p$rtiip$tory di6ension. +he M$donn$ J#$nn$ besK <Jloo*-$li*esK= $n ?oin#ith her in onstrutin! her loo*. Miami Aice otton ?$*ets in p$stel sh$des pried $t X20$ppe$red in the dep$rt6ent stores only 6onths $5ter the sho# #$s 5irst sreened, $ninst$nt de6or$ti$tion o5 its e:pensiely onstruted loo*, $nd youn! 5$ns used the slo# button on their ideo reorders to $n$lye $nd le$rn $n intri$tely horeo!r$phedh$ndsh$*e in one episode. +his is p$rtiip$tion 5or it $llo#s the ie#er to beo6espet$le r$ther th$n spet$tor, to e:periene the ple$sure o5 Jspe$*in!, K o5 onstrutin!herIhis o#n i6$!eIidentity.

-249-

+he ple$sure style $55ords is not o5 the s$6e intensity $s %ouissance, nor does it ent$il theloss o5 sub?etiity. R$ther it is $ ple$sure o5 ontrol $nd e6po#er6ent, $ $rni$lesGueonentr$tion on the 6$teri$lity o5 the si!ni5iers $nd the onseGuent e$sion o5 thesub?etiity onstruted by the 6ore ideolo!i$lly deter6ined si!ni5ieds. +his 5or6 o5 ple$sure $lso Guestions the unity $nd oherene o5 the #orld. t ours in isol$ted5r$!6ents o5 e:periene, #ith no history, #ith no ultur$l p$ttern. deolo!y insists on $noer$ll ontrollin! p$ttern o5 sense 5r$!6entin! sense into the senses reprodues theliber$tion o5 $rni$l. n these ter6s, 6usi ideo is $r!u$bly the onte6por$ry $rni$lon teleision.

□ Style and m/sic video

Morse <198;= h$s $r!ued th$t M+B de$ls #ith the produts o5 bour!eois $pit$lis6 -urb$n l$nds$pes, 5$st $rs, 5l$shy, !lity style, in $ p$r$de o5 onsu6erist i6$!es th$trel$te it losely to teleision o66eri$ls. ut ounter to this runs the te:t o5 ple$sureth$t onsists o5 the 5$st uttin!, the hi!h isu$l !loss, the e:tre6e $6er$ $n!les $nderti!inous 6oe6ent th$t en$ble the si!ni5iers to oer#hel6 the si!ni5ieds. +he isu$li6$!es o5ten h$e no 6e$nin!5ul onnetion to the #ords o5 the lyri, but $re ut to the be$t o5 the 6usi. 'hen there $re onnetions they $re tenuous, open-ended, $llo#ed 5or



r$ther th$n st$ted (tyle is $ reylin! o5 i6$!es th$t #renhes the6 out o5 the ori!in$lonte:t th$t en$bled the6 to 6$*e sense $nd redues the6 to 5ree-5lo$tin! si!ni5iers#hose only si!ni5i$tion is th$t they $re 5ree, outside the ontrol o5 nor6$l sense $ndsense-6$*in!, $nd thus $ble to enter the #orld o5 ple$sure #here their 6$teri$lity $n#or* diretly on the sensu$l eye, runnin! the bound$ry bet#een ulture $nd n$ture, bet#een ideolo!y $nd its $bsene. @5 ourse, their i6$!es $re i6$!es o5 p$tri$rh$l$pit$lis6, but they $re $lso si!ni5iers dist$ned 5ro6 their ideolo!i$l si!ni5ieds,e:plorin! the bound$ry bet#een sense $nd no sense, bet#een 5reedo6 $nd ontrol.

M$donn$Ds 6usi ideo >nto the Groo'e is $l6ost e:lusiely $bout style. +he isu$ltr$* onsists o5 $ series o5 shots 5ro6 her 5il6 esperately "ee+ing "usan #hih isessenti$lly $bout #o6en see*in! ontrol oer their soi$l identity in onte6por$ry6etropolit$n ulture. nd one *ey to this identity is style, #ith its lose $ssoi$tions #ithJli5estyle. K he$ily deo r$ted bl$* le$ther ?$*et o5 M$donn$Ds street#ise h$r$ter,(us$n, is $Guired by Robert$, $ disillusioned yuppie #i5e, $nd $ts $s one o5 her identityshi5ters $s she stru!!les to h$n!e her li5estyle. shot o5 the b$* o5 this ?$*et opens the6usi ideo, $nd hro6$*eyed into the desi!n is M$donn$Ds boy5riend, $nd thenM$donn$ hersel5. n one orner o5 the sreen is $ pol$roid shot o5 $ stylish 6odelDs 5$e.

+he $6er$ pulls b$*, $nd the #e$rer o5 the ?$*et h$l5 turns to ree$l hersel5 $sRobert$, not (us$n the pol$roid sn$p beo6es the person$l $d th$t sets up the Guest 5orsel5 o5 the 5il6, the $d th$t is Jesper$tely (ee*in! (us$n. K +his openin! shot, l$stin!only seonds, $lls up the interte:tu$lity bet#een 5il6, ideo, reord, $nd M$donn$$s-si!n in $ oll$!e o5 si!ns o5 style, identity, !ender, ontrol, $nd the opposition bet#eenthe street#ise $nd the ho6e-do6in$ted. +he hro6$*ey not only liter$lly insertsM$donn$ into her ?$*etDs person$lied e6ble6s, 6er!in! identity $nd $ppe$r$ne, but itrelo$tes the si!n in the do6$in o5 the si!ni5iers. +he si!ni5ieds $nd their erisi6ilitudeon #hih the teleision sreen so 5reGuently depends, $re dist$ned the eletroni!$d!etry o5 hro6$*ey $nd spei$l e55ets !ener$tor $llo#s $ 5ree pl$y #ith the si!ni5iers,$ onstrution o5 the hyperre$l th$t e:ists only in this re$l6. +he i6$!e on the sreen is

its o#n re$lity, it needs no rese6bl$ne to the re$l, no si!ni5ied, upon #hih to b$se its ple$sure.

-20-

+eleisionDs $bility to pl$y eletroni$lly #ith its si!ni5iers, to onstrut #h$t it li*es outo5 the6, suberts its nor6$l re$lis6 $nd thus $n be indul!ed only in li6ited liensed6o6ents.

+here $re JseriousK uses o5 this eletroni 5le:ibility, suh $s slo# 6otion $nd split sreene55ets in sport, or !r$phi h$rts $nd di$!r$6s in the ne#s, #hih $re there to enh$ne

teleisionDs represent$tion o5 the re$l, to !ie 6ore *no#led!e $nd 6ore JtruthK th$n the$6er$ $lone is $ble to. ut there $re $lso 6ore J5riolousK uses #hose 5untion is not to produe the ple$sure o5 enh$ned do6in$nt speul$rity, but $ 6ore $rni$lesGue,liber$ted ple$sure. +hese 6o6ents o5 liensed pl$y #ith the si!ni5iers our 6ost5reGuently in the three !enres o5 teleision th$t $re 6e$nt to be ie#ed 6ore th$n one,$nd th$t h$e $n e:pliitly o66eri$l purpose 6usi ideo, title seGuenes, $ndo66eri$ls. %$h o5 the6 h$s the eono6i 5untion o5 sellin! $ o66odity - $ reordor 5il6, $ pro!r$6 or series, $nd $ 6$nu5$tured produt or serie. +here $re 6$ny







seres the interests o5 both the subordin$te $nd the do6in$nt. +he !lity, 5l$shin! i6$!eso5 the 6$r*etpl$e $re not restrited to their eono6i 5untion o5 proidin! pro5it 5ortheir produers, they $re $lso $p$ble o5 $ ple$sur$ble, e6po#erin! r$n!e o5 uses by thesubordin$te.

Musi ideo h$s been $lled the 5irst post6odern teleision <see Fis*e 198;, +etl$55198;=. (i6il$rly Miami Aice h$s $ttr$ted the l$bel o5 the 5irst post6odern op sho#<Ross 198;, 1987=. ost6odernis6 e6ph$sies the 5r$!6ent$ry n$ture o5 i6$!es, theirresist$ne to sense, the #$y th$t i6$!es $re 6ore i6per$tie th$n the re$l $nd h$edispl$ed it in our e:periene. t re5uses sense, re5uses the notion o5 sub?etiity $s $ site#here sense is 6$de, 5or sense-6$*in! is the ulti6$te sub?etin! proess. (ense, o66onsense, is the pri6e $!eny #here the soi$l 6$hine enters $nd destroys the indiidu$l,so, in re?etin! sense, post6odernis6 is re?etin! the soi$l 6$hine $nd its po#er tore!ul$te our lies $nd thin*in!. For $udrill$rd this re?etin! o5 sense is the ulti6$te politi$l $t, $nd the only resistie one $$il$ble to the po#erless 6$sses in l$te$pit$lis6.

ost6odernis6 re5uses $te!ories $nd the ?ud!6ents they ont$in it denies distintions

bet#een 5ine $rt, the 6$ss 6edi$, ern$ul$r subultures, $nd it h$rnesses the ne#tehnolo!ies to sh$tter these bound$ries. t re5uses ne$t !eneri di55erenes, so th$t in6usi ideo, $ds $nd pro!r$6s $re indistin!uish$ble, $nd in Miami Aice n$rr$tie,o66eri$l, 6usi ideo, 5$shion p$r$de $ll inter6in!le. s 'ollen <198;= points out,6usi ideo is $ spei$l 6i: o5 $d $nd pro!r$6, 5or the isu$ls $t $s $n $d #here$s thesound tr$* is $ s$6ple o5 the o66odity. Ae $lso o66ents th$t 5$shion eents h$et$*en on the style o5 6usi ideo #e $n t$*e this 5urther by notin! ho# 6usi ideo proides the J$t6osphereK in trendy boutiGues, $nd ho#, in so6e, the lothes $nd stylethe boutiGue is o55erin! $re displ$yed in 6usi ideo style on 6ultiple sreens $round $ndoutside the store. Co$ Col$ h$e been Gui* to si!n M$: up 5or $ o66eri$l, $nd JheKh$s $lre$dy opened super6$r*ets $nd 5e$tured in $ reord $nd 6usi ideo in tot$l

disre!$rd 5or !enre disipline. +he post6odern style rosses !enre bound$ries $s e$sily $sthose o5 !ender or l$ss.

ost6odern style $sserts its o#nership o5 $ll i6$!es. s M$donn$ ste$ls l$y !loes $ndrui5i:es, so post6odernis6 Jplunders the i6$!e-b$n* $nd the #ord-ho$rd 5or the6$teri$l o5 p$rody, p$stihe $nd, in e:tre6e $ses, pl$!i$ris6K <'ollen 198; 1;8=.Musi ideo plunders old 5il6s, ne#sreels, $$nt-!$rde $rt it p$rodies ro6$nes,6usi$ls, o66eri$ls. "othin! is in$ppropri$te, $ll is $ppropri$ted, e:orpor$ted thee:lusie is inluded, distintions $nd $te!ories dissoled into oeGu$l 5r$!6ents. +he post6odern style produes the ple$sures o5 the sur5$e, o5 the body, o5 the liber$tion 5ro6the soi$l, the onte:tu$l, $nd sense.

-24-

□ The pleas/res of 'iami <ice

+here is $ set o5 interonnetions bet#een 6usi, the 6$teri$lity o5 si!ni5iers, $nd $liber$tin! ple$sure, th$t is o66on to Roc+ -n- ,restling , 6usi ideo, o66eri$ls, $nd



title seGuenes, thou!h these onnetions 6$y #ell be $rtiul$ted di55erently. +hey o6eto!ether, too, in the op sho# Miami Aice$

@ne o5 the stylisti inno$tions o5 Miami Aice is the use o5 urrent top t#enty pop son!s$o6p$nied by isu$ls o5 6$sulinity, o5 ruisin! the urb$n l$nds$pe, $s interruptionsin the n$rr$tie. +heir style is typi$lly borro#ed 5ro6 6usi ideo or 5ro6 o66eri$ls,$nd $s they r$rely $d$ne the n$rr$tie, or inre$se our underst$ndin! o5 the h$r$ters, plot, or settin!, or proide $ny lues to the solin! o5 the eni!6$s th$t drie the n$rr$tie,it is 5$ir to $ssu6e th$t their 5untion is purely ple$sur$ble. shot $n$lysis o5 one suhse!6ent is !ien in Fi!ure 13.1. t ours in the n$rr$tie #hen Cro*ett $nd +ubbs,#or*in! underoer $s usu$l, $re prep$rin! to 6eet the ill$ins in $ ni!htlub. t 5$lls intot#o p$rts stylisti$lly $rt , Preparation, is shot in e:tre6e lose-up $nd its ei!hteenshots $re solely o5 ob?ets th$t $re be$rers o5 hi!h-style, hi!h-teh, o66odi5ied6$sulinity. Au6$n h$nds $ppe$r, identi5i$ble only by s*in olor $s those o5 Cro*ett or+ubbs $nd only to h$ndle the ob?ets o5 style.

n $rt , Transference, the sound tr$* ontinues, but the isu$l style shi5ts si!ni5i$ntly$nd beo6es 6ore onention$l. +heir Ferr$ri is sho#n in ni!htti6e streets in

onention$l lo$tin! shots <shots 19 $nd 24= th$t br$*et $ shotIreerse shot seGuene o5Cro*ett $nd +ubbs in onention$l lose-up inside the $r. +he se!6ent ends #ith $series o5 Gui* uts o5 ni!htlub 5l$shin! li!hts in #hih the $6er$ 6oes r$pidly 5ro6lon! shot to e:tre6e lose-up. +he repe$ted shotIreerse shot seGuene <shots 20-3= islon!er th$n onention$lly reGuired to est$blish th$t Cro*ett $nd +ubbs $re in the $r$nd to person$lie the Ferr$riDs 6oe6ent. +here is no di$lo!ue to Jti6eK the uts,inste$d the pop son! dit$tes the p$e o5 the editin!. (i6il$rly, the 6oe 5ro6 lon! shotto e:tre6e lose-up in $ r$pid seGuene o5 shots o5 the 5l$shin! li!hts not only onnotesthe speed o5 their $rri$l $nd the ur!ent, $n:ious J5eelK o5 the lub, but $lso illustr$tes the be$t o5 the 6usi.

+he 5irst p$rt, Preparation, is theoreti$lly 6ore interestin!. t does h$e $ n$rr$tieJ$libiK o5 sho#in! the t#o 6en prep$rin! 5or their ni!ht out, but the $libi is #e$*. +helin* bet#een the preious sene, in #hih they

-2-

Figure 1".1 Analysis of a pop m/sic segment in #iami $ice

(hotno.

(hot len!th<ses=

esription

2.2 'hite h$nds pi*in! up $5tersh$e bottle. un isible.

; 1.8 Front #heel o5 Ferr$ri $t speed.

7 2.0 'hite h$nds pi* up $nd 5li* throu!h roll o5 b$n*notes.

8 4.; l$* h$nds pi* up !old ne*l$e $nd $ress it in the 5in!ers.

9 2.8 'hite h$nds pi* up redit $rds.

10 2. (hot oer Ferr$ri hood, driin! $t speed.

11 2. l$* h$nds rubbin! $5tersh$e into their p$l6s.

12 2.; 'hite h$nds pi*in! up $5tersh$e bottle. un isible.

13 2.; l$* h$nds $d?ust tie *not, bi! rin! isible on 5in!er.



14 2.3Aub-hei!ht shot o5 5ront #heel o5 Ferr$ri $t speed loo*in!5or#$rd, p$ssin! other tr$55i.

1 7.8 'hite h$nds $ress 6$!$ine, insert it in !un, he* it.

1; .0 l$* h$nds insert bullets into reoler h$6ber.

17 2.1Aub-hei!ht shot o5 Ferr$ri $t speed, loo*in! 5or#$rd, #hite-outin li!hts o5 $ppro$hin! $r.

18 4.8 'hite h$nds pi* up $nd test hi!h-teh r$dio. Part B/H

Transference-

19 7.; Lo$tion shot o5 Ferr$ri driin! $lon! street.

20 3.0 (hot o5 Cro*ett in Ferr$ri.

21 2. Reerse shot o5 +ubbs in Ferr$ri.

22 2. (hot o5 Cro*ett in Ferr$ri.

23 4.4 Reerse shot o5 +ubbs in Ferr$ri.

24 9.8 Lo$tion shot o5 Ferr$ri driin! $lon! street.

2 1.2 Lon! shot o5 5l$shin! ni!htlub li!hts.

2; 1.0 Mid-shot o5 5l$shin! ni!htlub li!hts.27 1.2 Close-up o5 5l$shin! ni!htlub li!hts.

28 1.0 %:tre6e lose-up o5 5l$shin! ni!htlub li!hts.

,ords of lyric

Le5t ho6e #ith $ 5riend o5 6ine

$e t#o ye$rs $nd donDt *no# #hy

"o# D6 h$ppy $ll the ti6e

$nDt thin* $nd 5eel inspired

!irl put 6e in $ situ$tion

D6 !oin! throu!h so6e per6ut$tion

id you he$r 6e tell the sport

"o# youDre !onn$ he$r so6e 6ore

*no# $ pl$e #here dre$6s !et rushed

Aopes $re s6$shed but th$t $inDt 6uh

Bolunt$ry e:peri6ent$tion

D6 !oin! throu!h so6e per6ut$tion



-2;-

disussed their pl$ns #ith their boss, $nd the ne:t one in the ni!htlub #ould be$deGu$tely $hieed by the 6ore onention$l Transference seGuene o5 $rt . +heisu$l $nd editin! styles $lso under6ine the n$rr$tie $libi by disruptin! thehronolo!i$l seGuene. +he inserts o5 the Ferr$ri tr$elin! $t speed <shots ;, 10, 14, 17= bre$* the n$rr$tie seGuene 5or they $re interut #ith shots o5 the 6enDs prep$r$tions be5ore they re$h the $r. +he e:tre6e lose-ups $nd the su6ptuous li!htin! #or* to6$*e the ob?ets be$rers o5 ple$sure in their o#n ri!ht, not 6ere 5untions o5 then$rr$tie.

R$ther th$n $d$nin! the n$rr$tie, the se!6ent interrupts it. +he pop son!, $ driin! r$p be$t, disrupts the n$rr$tie it is one-o55, not p$rt o5 the the6e 6usi th$t lin*s these!6ents #ithin the episode $nd the episodes #ithin the series. t 5r$tures the sel5-ont$inedness o5 the die!eti #orld, 6$*in! e:pliit the interte:tu$l lin*s #ith theie#ersD e$rlier e:periene o5 the son! it $lso e6ph$sies the interte:tu$l lin*s o5teleision #ith the #orld o5 pop 6usi $nd #ith other ultur$l 5or6s th$t e:press $n$n:ious, urb$n li5estyle. +his 5r$!6ent #ithin the n$rr$tie lin*s #ith other 5r$!6ents o5

ie#ersD ultur$l e:periene r$ther th$n #ith the rest o5 the n$rr$tie.

+he bl$* $ent $nd be$t o5 the son! $lso disrupt the soi$l entr$lity o5 Cro*ett $nd+ubbs its $ent is loser to th$t o5 the under#orld they $re 6e$nt to ontrol th$n o5 the6$instre$6 soiety they $re 6e$nt to protet. y priin! the6 loose, een i5 only6o6ent$rily, 5ro6 their ideolo!i$l role, it 6$*es their style $nd 6$sulinity $essibleto 6ore th$n those #ho on5or6 to the do6in$nt $lue syste6.

+hese n$rr$tie interruptions sh$re so6e si6il$rities #ith the son! $nd d$ne nu6bers inthe l$ssi$l Aolly#ood 6usi$l. Mellen$6p <1977= $r!ues th$t these sel5-su55iient5r$!6ents $re Jspet$lesK th$t both 6irror $nd disrupt the struture o5 the 5il6. n their

6irrorin! they #or* to support the do6in$nt ideolo!y $nd its ple$sures, but in theirdisruption they $re e:essie, onsious o5 their o#n $rti5ie, $nd thus open tointerro!$tie re$din!s. +he e:essie 6$sulinity-$s-i6$!e o5 this ideo insert, presented$s $ soure o5 ple$sure 5or its o#n s$*e, 6$y interro!$te the nor6s th$t h$e produedthe onentions o5 6$sulinity-$s-$tion, 5e6ininity-$s-i6$!e. Muley <197= su!!eststh$t in 6$suline n$rr$tie the $tion is nor6$lly interrupted by 6o6ents o5 ple$sur$bleisu$l onte6pl$tion o5 the 5e6$le body here 6$suline style is h$ndled byrepresent$tion$l onentions nor6$lly resered 5or the 5e6$le body.

+he e55etiity o5 this, o5 ourse, is proble6$ti. t 6$y be th$t the 6$suline beo6es both the ob?et $nd the sub?et o5 the loo*, $nd the 5e6inine is tot$lly e:sribed 5ro6 the

n$rr$tie. +he e:essie s$rtori$l stylishness o5 Cro*ett $nd +ubbs, their ine:h$ustible#$rdrobe o5 p$stel desi!ner lothes, ould eGu$lly #ell be $r!ued to be $ 6$suline$ppropri$tion o5 $ 5e6inine l$n!u$!e $nd ple$sure. @r it 6$y be the reerse. t 6$y set upontr$ditions bet#een the e:essiely 6$ho beh$ior $nd speeh o5 the p$ir $nd the5e6inied style o5 their lothes $nd o5 the ideo inserts th$t turn the6 into the be$rers o5the isu$l ple$sure o5 others, the be$rers o5 their o#n i6$!e.

-27-



ut, li*e $ll ontr$ditions, these #or* #ithin $nd $!$inst si6il$rities. +heir speeh 6$y be 6$ho $nd l$oni, but it is stylish it h$s the de$dp$n #it o5 the Ch$ndleresGue pri$te eye or the 5il6 noir hero. (uh speeh #or*s throu!h $n e:ess o5 style $nd $style th$t is re$dily $essible to $ll. @ne o5 the onention$l h$r$teristis o5 theseheroes is th$t their speeh is 6ore stylishI#itty th$n th$t o5 other h$r$ters.Fore!rounded style in speeh, dress, $nd o66odity is $ 6$r*er o5 the popul$r urb$nhero.

+he oluptuous isu$ls $re 6ore typi$l o5 $dertisin! th$n o5 teleision re$lis6. er!er<1972= 6$*es the point th$t olor photo!r$phy h$s repl$ed oil p$intin! in its $bility toonnote possession. @il p$int $nd !lossy olor prints represent the t$tile uniGueness o5ob?ets #hih positions the spet$tor $s sole possessor o5 the6. "ot only do the lose-ups produe $n e:ess o5 the !$e - only person$l possessions $re e:periened $s inti6$tely$s this - but the isu$l e:ess is tr$nsoded into the sense o5 touh, o5 the 6$teri$lity o5the ob?ets touhin!, !r$spin!, po*etin! #or*s 6ore i6per$tiely een th$n si!ht toest$blish possession. +he displ$y o5 ob?ets in shot 2, 5or inst$ne, is 5or the o#ner only,the dise6bodied h$nds inite our bodies to 5ill the $bsene. +he sensuous h$nds $ressin!the !old ne*let in shot 8, $nd the 5eel o5 the !old #ristlet $s it dr$pes itsel5 round the

o#nerDs #rist, the sensu$lity o5 5li*in! throu!h the b$n*notes in shot 7, $nd theerotiis6 o5 lo$din!, he*in!, $nd 5eelin! the #ei!ht o5 the !uns in the h$nds <shots 1$nd 1;= $re the sensu$lities by #hih the body o5 the o#ner e:perienes the ob?ets intheir 6$teri$lity.

@5 ourse these ob?ets $re ideolo!i$lly lo$ded they be$r $ll the 6e$nin!s o5 hi!h-style,hi!h-teh, urb$n, ur!ent, $55luent 6$sulinity. +he 5$st editin!, p$usin! to lin!er only onthe !uns, be$rs the ideolo!y o5 $tion, purpose5ulness, $nd po#er. s suh, it pro6otes plaisir , $ on5ir6$tion o5 $ p$rtiul$r 6$suline identity in $ onsu6erist soiety $nidentity th$t is bou!ht #ith o66odities $nd displ$yed throu!h style.

+he Ferr$ri is the ulti6$te o66odity, $ po#er5ul be$rer o5 both ple$sure $nd ideolo!y.Cunneen <198= sho#s th$t $r the5t is $ l$ss- $nd !enderspei5i ri6e - pr$tied byyoun! #or*in!-l$ss 6$les. +he $r is 6ore th$n $ sy6bol o5 6$suline po#er, o55reedo6, o5 6obility driin! it is the practice o5 those $lues, it is not $ substitute 5or6$sulinity, but $ 6e$ns o5 $hiein! it, p$rtiul$rly 5or those #hose soioeono6i position denies the6 other 6e$ns.

ut the Ferr$ri is $lso e:essie. t is 6ore $r $nd 6ore style th$n polie o55iersnor6$lly need or h$e. ts e:essieness e:tends its 6e$nin! beyond the ideolo!i$ldo6$in o5 6$sulinity $nd into th$t 5reer, less ontrolled one o5 style. ts e:pense 6$yli6it its $tu$l $essibility, but its style is th$t o5 onsu6ption 5or ple$sure $nd this style

is $hie$ble throu!h less e:lusie o66odities.

-28-

For in this #orld style is $ll $nd the style is double-oied - the rel$i6ed be$h bu6 o5Cro*ett, one-ti6e $loholi #ith $n $ersion to so*s, the streetorner JdudeK o5 +ubbs#ith his 6i:ed r$i$l ori!ins $nd his up-to-the-6inute dress $nd 6usi. +he style is o5 the



lo# li5e beo6e $55luent ho#eer ui5ied the o66odities, the 6$nner o5 their use be$rs the $ent o5 dei$nt, de$lued, $nd opposition$l oies.

For those #hose soi$l identities $re not entered on the #orlds o5 #or* or o5 ho6e, 5or#ho6 the bre$d#inner role is irrele$nt, o66odities beo6e their $ess to6$sulinity. +he 6e$nin!s o5 o66odities $re 6oed out o5 their ori!in$l eono6ido6$in into the 6ore ple$sur$ble one o5 style. +he irul$tion o5 o66odities in the6$r*etpl$e is, in the eono6y o5 style, the irul$tion o5 6e$nin!s $nd identities. Forthose #ho re?et or $re re?eted by the syste6 o5 produtie l$bor, onsu6ption 5or6stheir soi$l rel$tions. n the eono6ies o5 l$te $pit$lis6 leisure displ$es l$bor,onsu6ption displ$es prodution, $nd o66odities beo6e the instru6ents o5 leisure,identity, $nd soi$l rel$tions. Co66odities, dist$ned 5ro6 their eono6i 5untion $nd5ro6 their si!ni5ieds o5 $pit$lis6, beo6e the si!ni5iers o5 $ disourse o5 style th$t thesubordin$te $n ste$l 5ro6 the do6in$nt $nd use to $rtiul$te their o#n opposition$l ple$sures, ?ust $s they $n ste$l the $rs 5or their o#n ?oyrides.

Ch$6bers <198;= $r!ues th$t onte6por$ry 6etropolit$n soiety produes $ ulture o5 thespet$le in #hih the re$li$tion o5 the Jsel5K is not $hieed in the depth o5 oneDs inner

bein!, but on the sur5$e, throu!h style, throu!h i6$!e, throu!h J$ series o5 the$tri$l!esturesK <p. 11=. +he distintie $nd the person$lied <th$t is, the stylish onstrution o5the indiidu$l= is $hieed throu!h $ re$tie briol$!e o5 the o66odities in the6$r*etpl$e. +he sel5 is $ shi5tin! tr$nsient identity, liter$lly sel5-re$ted. J+he indiidu$lonstruts her- or hi6sel5 $s the ob?et o5 street $rt, $s $ publi ionK <Ch$6bers 198;11= $nd in this spet$le, the !$e is neither 6$suline nor 5e6inine, 5or it is not the !$eo5 $ st$ble sub?et upon $ st$ble ob?et both sub?et $nd ob?et onstrut the6seles outo5 the tr$dition$l si!ns $nd positions o5 either !ender. +his ulture si!n$ls the de$th o5$uthentiity, o5 $ny underlyin! JtrueK 6e$nin! o5 !ender or o5 $nythin! else. (tyle is#h$t it $ppe$rs to be, $ppe$r$ne is the re$lity.

n M$donn$Ds >nto the Groo'e there is $ shot o5 her $nd her boy5riend lose to $usto6ied $n her style, his style, $nd the $nDs deor$tion in !old s#irls on bl$*,5or6 $ per5et Jpubli ion, K the sel5 $s street $rt. +he bl$* $nd siler h$tbo: #hih5e$tures so stron!ly in both the ideo $nd the 5il6 esperately "ee+ing "usan Jont$insK(us$nIM$donn$Ds Jsel5K - the ob?ets 5ro6 #hih she onstruts her loo*.

-29-

Miami Aice, too, is its loo*. A. reene det$ils the $ttention !ien to Jthe loo*, K the hu!e#$rdrobe o5 seleted p$stel lothes J"o e$rth tones, no reds, no rusts, no bro#ns, noor$n!es, no 6$roons. 'hen dressed in the $ppropri$te style, $n $tor is ied out. DK

%en the props $re stylish JLi*e eerythin! else on the set, the 6et$l detetor $nd thet$bles h$d been rep$inted 5or the Mi$6i BieD loo*. +hey #ere no# $Gu$ $nd #hiteK<Times on "unday, u!ust 31, 198;, p. 27=. +he loo*, the style, o5 Miami Aice is itsh$r$ter, its spet$le is the soure o5 its ple$sure.

+his post6odern l$n!u$!e o5 urb$n style is essenti$lly de6or$ti, 5or in it #e $re $lle:perts, $ll $rtists. 'e use $nd onsu6e si!ns th$t irul$te in the re$l6 o5 the h$bitu$l,



the si!ns h$e no ori!in, no $uthor, no $uthority. +he ple$sure th$t results is $ne6po#erin! one 5or it is the ple$sureIpo#er o5 spe$*in! r$ther th$n o5 bein! spo*en.

+hese i6$!es o5 style in Miami Aice, in 6usi ideo, title seGuenes, or o66eri$lsopen the ie#er to $ post6odernist ple$sure. +he 5$st editin!, the dislo$tion o5 n$rr$tieseGuene, the disruption o5 the die!esis 6$y produe the sens$tion o5 5r$!6ent$riness, o5i6$!es re6$inin! si!ni5iers, o5 the si!ni5ieds bein! not sold, but s#$6ped, by thesensu$lities, o5 the physi$l uniGueness o5 e:periene r$ther th$n its 6e$nin!. 6$!es $reneither the be$rers o5 ideolo!y, nor the represent$tions o5 the re$l, but #h$t $udrill$rd$lls Jthe hyperre$lK the teleision i6$!e, the $dertise6ent, the pop son! beo6e 6oreJre$lK th$n Jre$lity, K their sensuous i6per$tie is so stron! th$t they are our e:periene,they $re our ple$sure. enyin! the n$rr$tie do6$in o5 these ob?ets dislo$tes the6 5ro6the ideolo!i$l one $s #ell. +he ple$sure here is not in resistin! ideolo!y, nor inh$llen!in! it #ith $ JbetterK one, but in e$din! it, in liber$tin! onesel5 5ro6 it. +he6ore po#er5ully the te:t proposes the re$din! sub?et $s the possessin! 6$le, the !re$teris the ple$sure o5 re?etin! th$t position, o5 re?etin! the sense o5 the i6$!es.

Fou$ult <1978= $lerts us to the lose rel$tionship o5 ple$sure $nd po#er. /ust $s there is

ple$sure in e:ertin! po#er, so there is $ ple$sure Jth$t *indles $t h$in! to e$de this po#er . . . the ple$sure o5 sho#in! o55, s$nd$liin! or resistin!K <p. 4=. +his ple$sure inresistin! $nd s$nd$liin! the 5ores o5 soi$l ontrol lies not only in the style $nd loo* o5the pro!r$6, but $lso in the ontent o5 its n$rr$tie. Mi$6i is the Js$nd$lousK pl$e#here ple$sure rules in opposition to the #or* ethi o5 tr$dition$l $pit$lis6 the ity isthe represent$tion o5 $ ple$sure-entered onsu6erist soiety. +he p$stels o5 its loo* be$rthis ple$sure, p$rtly throu!h their di55erene 5ro6 the !ri6y, innerity loo* o5 !ill "treet Blues or, less 6$r*edly, o5 Cagney and Lacey$

Consu6eris6 th$t proides $ l$n!u$!e o5 style in #hih the subordin$te $n spe$* is ple$sur$ble in its e:orpor$tion o5 $pit$lis6, its $bility to use the produts o5 $pit$lis6

#hile re?etin! the ideolo!y they 6ore nor6$lly be$r. Ross <1987= $r!ues th$t the JieKin Mi$6i is Jb$dK onsu6eris6. ru!s, porno!r$phy $re the o66odities o5 ple$sure,they $re Jthe 6ost onsu66$te e:pression o5 e:h$n!e-$lue be$use they do not hidetheir l$* o5 use-$lue. K Fl$untin! the l$* o5 use-$lue is Jri6in$lK in $pit$lis6.Co66odities o5 pure ple$sure, pure #$ste, Guestion the nor6s o5 the o66odity itsel5,$nd r$* the $libi th$t l$te $pit$lis6 tries to est$blish 5or itsel5 in the ideolo!y o5onsu6eris6.

-2;0-

n this 5r$!6ent the o66odities o5 6$sulinity e:ist on th$t point o5 5rition bet#een

J!oodK $nd Jb$dK onsu6eris6. +heir ple$sure, their style is lose to th$t o5 the b$d, $sCro*ett $nd +ubbs $re lose to oiin! the under#orld they $re 6e$nt to ontrol. +heoluptuousness o5 the ob?ets liber$tes the6 5ro6 their J!oodK n$rr$tie 5untion. Li*ethe $6er$ o5 the teleision o66eri$l, the $6er$ ple$sures the ie#er into the role o5onsu6er, but #h$t is onsu6ed is their sensu$lity, their l$* o5 6e$nin!, their post6odern re?etion o5 use $nd o5 ideolo!y. +he $6er$ is $ Jb$dK onsu6er.



ut tr$es o5 !ood onsu6eris6 re6$in, the residue o5 their use-$lue lin!ers on in theirsi!ni5ieds $nd be$rs #ith it their ideolo!i$l 6e$nin!s. ut one these 6e$nin!s $re$hieed, the e:ess o5 the i6$!es $llo#s $ non-ideolo!i$l ple$sure lo$ted in thesensu$lities o5 the si!ni5iers, in the 5eel o5 the !old h$in $s it dr$pes itsel5 round the#rist, the touh o5 the 5in!ers $!$inst the ne*let, the #ei!ht o5 the !un in the h$nd. nthis #orld ple$sure is both $ produt o5 $ onsu6erist soiety, $nd $ 6e$ns o5interro!$tin! it. Cri6in$l $lues $re onsu6erist $lues t$*en to e:ess, but not di55erentin *ind. +he bound$ries $re blurred bet#een the !ood $nd the b$d, $nd the po#er o5 thedo6in$nt to ontrol both beh$ior $nd 6e$nin!s is $lled into Guestion $s ple$sure $ndstyle produe $ 6ultio$lity in #hih o66odities $n be $nybodyDs speeh $nd not ?ustthe be$rers o5 $ $pit$list eono6y. t is $ #orld o5 5r$!6ents #hose ple$sure lies in their5r$!6ent$tion.

+he sho#Ds title se!6ent is $ 6ont$!e o5 ple$sure $nd physi$l sens$tions. Nnli*e $l6ost$ll other teleision title seGuenes, it ont$ins no shots o5 the le$din! h$r$ters, nor o5e:$6ples o5 the $tion they $re typi$lly en!$!ed in it produes inste$d the sense $ndsens$tions o5 Mi$6i. t $ries sli!htly 5ro6 #ee* to #ee*, but the onst$nt 5e$ture, #hihoupies $l6ost h$l5 the ti6e o5 the se!6ents, is $ set o5 5our shots in #hih the $6er$

s*i6s $t speed ?ust oer the sur5$e o5 the oe$n turnin! the #$es $nd sur5 into diyin! blurred i6$!es, !iin! the oe$n $n $pp$rently solid sur5$e #ith no depth thehei!htenin! o5 physi$l sens$tions produes disorient$tion, $s #ith dru!s. +he seond$rye6ph$sis is on Mi$6i $s pl$y!round - shots o5 horse- $nd do!-r$in!, o5 y$htin! $nd#indsur5in!, $nd o5 sunb$thin! beside s#i66in! pools. +hen Mi$6i is sho#n in its6odernity $nd #e$lth - the hi!h-rise buildin!s o5 onte6por$ry $pit$lis6 $nd hi!hest$blish6ent o66odities o5 nu6erous Rolls Royes. +his $pit$list pl$y!round e:istsin $n e:oti, be$uti5ul settin!, $ pl$e o5 sunsets, p$l6 trees, $nd 5l$6in!os.

-2;1-

+he editin! is slo#-p$ed to be!in #ith, thou!h the $6er$ 6oe6ent is 5$st, $nd buildsup to $ li6$: ?ust be5ore the end oer it $ll is the r$pid, perussie, eletroni the6e6usi. +he $6er$ style e6ph$sies the sensu$lities o5 the ob?ets $nd the sens$tions o5the ie#er, either throu!h ti!ht lose-ups or by erti!inous s#oopin! $nd irlin!. +hetitle seGuene, then, sets up the ie#er to re$d 5or ple$sure $nd style, r$ther th$n h$r$ter$nd $tion.

!$inst this, o5 ouse, the !eneri struture o5 the ops $nd robbers sho# stru!!les to6$int$in ideolo!i$l $nd n$rr$tie ontrol $nd to !$ther the 5r$!6ents into its 5lo#. utthe disruptie ple$sures $re b$rely ont$ined. Ao#eer h$rd the n$rr$tie 5i!hts to losee$h episode #ith $ resolution in #hih sense, ontrol, $nd 6$suline losure $re $ll

$hieed, the style, the 6usi, the loo*, the interruptions o5 the n$rr$tie re6$in open,$tie, disruptie $nd lin!er on $s the ple$sures o5 Miami Aice$

□ Commodified pleas/re

+he o66odity is double-oied $nd the 6$r*etpl$e irul$tes both 6e$nin!s $nd6oney in p$r$llel but sep$r$te eono6ies <see h$pter 1;=. Le#is <198= sho#s ho#shoppin! 6$lls o55er the o66odities th$t $n be used to 6$*e the M$donn$ loo* so th$t



the JM$donn$ #$nn$ beK $n onstrut her person$lied ersion o5 the style. ut theshoppin! 6$lls $re not only used 5or buyin!. ressde <ited in Fis*e, Aod!e, $nd +urner1987= uses the ter6 Jprolet$ri$n shoppin!K to desribe #indo#-shoppin! #hen there isno intention to buy. Ae 5ound th$t une6ployed youths indul!ed in this pr$tie inshoppin! 6$lls $s $ #$y o5 onsu6in! i6$!es $nd sp$e, not o66odities, onsu6in!5or their ple$sure, not 5or the pro5it o5 the produers.

Co66eri$ls on teleision $re p$rtiul$rly $$il$ble 5or Jprolet$ri$n shoppin!K $nd 6$ny$ ie#er h$s reported loin! the o66eri$l but h$tin! the produt. +here is $ #ide r$n!eo5 styles o5 o66eri$l upon teleision but 6$ny o5 the 6ost e:pensie $nd 6ost$d6ired $re those th$t $ppro$h 6usi ideo. +ypi$lly these #ill be $i6ed $t $ youn!$udiene $nd #ill be $dertisin! 5$st 5ood, so5t drin*s, or youn! 5$shion. +hey o55er $series o5 sensuous i6$!es o5 desire, o5 style, $nd o5 6$teri$lity. $r$do:i$lly, the produto5ten $ppe$rs $ 6ini6$l p$rt o5 the 6ess$!e - Mih$el /$*sonDs $ds 5or epsi $nd so6eo5 the $ds 5or Lei ?e$ns ould $l6ost be 6usi ideo. +he $dertisersD purposes $re5ul5illed i5 $ 5r$tion o5 the ie#ers onert the ple$sure they o55er into purh$ses - butthere $re no st$tistis o5 the nu6ber o5 Jprolet$ri$n shoppersK #hose ple$sure in the $dsre6$ins preisely th$t. Children, 5or inst$ne, $re ery re$tie in re#ritin! o66eri$l

?in!les into <usu$lly s$tolo!i$l= ne# ersions th$t they use in their pl$y!round !$6es$nd or$l ulture <see h$pter 1;=.

-2;2-

ut 5or $ll this, o66eri$ls tend to be less open th$n 6usi ideo the ontr$ditions bet#een their shots $re less sho*in!, their synt$!6$ti !$ps less #ide. +he intention o5the $dertiser is to en!$!e $nd h$nnel the desires o5 the ie#er, not to !ie the6 5ree pl$y. neit$bly, then, there is $n $tte6pted losure $round the produt #hih is desi!nedto $!!re!$te the 6e$nin!s $nd en$psul$te the style. ut the hi!h prodution $lues, the!lossy sensu$lities o5 the i6$!e, $nd the ti!ht editin! $rry $ stylisti ple$sure o5 their

o#n th$t is e$sily det$hed 5ro6 the o66odity on o55er.

Co$ Col$ $d th$t #$s ustr$li$n $d o5 the ye$r in 1984 onsisted o5 $ suession o5Gui* shots o5 be$uti5ul youn! people pl$yin! #ith $ hu!e in5l$t$ble Co*e $n on the be$h $nd in the se$. +he sound tr$* #$s $ so5t pop ersion o5 the Co*e son!, JCo*e ist. K +he sreen #$s 5ull o5 5un, o5 youn! be$uti5ul bodies in onst$nt 6oe6ent, o5 thesensu$lities o5 lose-ups o5 spl$shin! #$ter on t$nned s*in, o5 the s6ilin! ple$sure o5 the bodiesD $bility to die, li6b, 5$ll, slide do#n the pl$sti Co*e $n into the se$ youth is physi$l sens$tion, liber$ted 5ro6 $ny soi$l or histori$l onte:t #ith its onstr$ints o5soi$l po#erlessness, o5 sub?etion $nd ontrol. +he Co*e bottle is p$rt o5 this 6o6ent o5 bodily liber$tion the $6er$ $nd editin! 6$de it p$rt o5 the body o5 youth. @ne shot o5 $

!irlDs l$u!hin! body bein! pulled up out o5 the #$ter by the hu!e reolin! Co*e $n #$sut to $ bottle o5 Co*e bein! pulled out o5 rushed ie in $ per5et isu$l rhy6e. shot o5$ boy diin! o55 the hu!e $n #$s ut into $ lose-up o5 $ !irl drin*in! 5ro6 $ Co*e bottle the $n!le o5 the dier $nd the $n!le o5 the bottle 6$thed per5etly the dierDs body 6oin! throu!h the $ir $nd into the #$ter be$6e the 6oe6ent $nd the sens$tiono5 the Co*e 5lo#in! throu!h the bottle $nd into the 6outh. +he be$h $s $ liensed sp$eo5 5reedo6 5ro6 the soi$l, the body $s 5reedo6 5ro6 ideolo!y $nd ontrol, 5un $s the ple$sures o5 physi$lity, $nd youth $s 5unIbodyIbe$h, $nd Co*e $s youth this is Co*eDs



rhetori o5 style, $ $rni$l o5 e:essie sensu$lity $s $n inersion o5 the eeryd$y. JCo*eis t, K $nd JtK is the ob?et #hih resists n$6in!, #hih is presene, e:istene, but no6e$nin!, $ si!ni5ier #ith no si!ni5ied, the body-priniple, not the body th$t be$rsindiidu$lity $nd soi$l 6e$nin!.

+his popul$r !lity style is teleisionDs ersion o5 the $rni$lesGue. @nly in sho#s li*e Monty Python-s Flying Circus or The *oung nes $n teleision present the obsenely!rotesGue inersions o5 the nor6$l th$t h$r$teried R$bel$isDs #orld. +eleisionDs popul$r, post6odernist stylishness is 6ore do6esti in s$le, its !rotesGueries 6uted to6ere b$d t$ste, its onern #ith the body tr$ns5or6ed into $ onern #ith the sur5$e. For bro$d$st tele ision !r$nts no liense to indul!e to e:ess in the bodily ple$sures o5e$tin!, drin*in!, $nd se:u$lity the liense is to pl$y #ith the sur5$e o5 the body, to denythe interiority o5 sel5 or o5 re$lity. ut the p$rody, the tr$esty is still there. +he M$donn$loo* p$rodies onsu6eris6, the Miami Aice loo* turns style into spet$le. +his spet$leo5 teleision is not the !rotesGuerie o5 $rni$l <thou!h Roc+ -n- ,restling $ppro$heslose to it=, nor is it the p$nor$6i spet$le o5 ine6$, it is $ street-s$led spet$le,di6ensioned $round $nd on the hu6$n body. t en!$!es not the po#er-be$rin!,sub?u!$tin! loo* o5 MuleyDs ine6$, but $ loo* o5 eGu$ls, 5or the loo*er p$rtiip$tes in

the spet$le, the loo*er $n be the loo*ed $t. (o the ob?et o5 spet$le is not sub?u!$tedto the po#er o5 the loo*, but in onstrutin! herI hi6sel5 $s $ publi ion is initin!,ontrollin!, $nd p$rtiip$tin! in the ple$sure o5 loo*in!. +he $6bi$lene o5 the #ordJloo*K points to the si6il$rity bet#een the Jloo*K th$t is loo*ed $t $nd the Jloo*K th$tdoes the loo*in!. n teleisionDs $rni$l o5 style, the ple$sures o5 Jthe loo*K $reindistin!uish$bly o5 both sorts its loo* is p$rtiip$tory, it destroys the po#er di55erene bet#een the ob?et $nd sub?et o5 the !$e $nd produes e6po#erin! ple$sures 5or thesubordin$te.

-2;3-

Chapter 10D/i;;ical pleas/res

6eri$n teleision h$s bro$d$st so6ethin! oer 300 di55erent Gui $nd !$6e sho#s,the 6$?ority in d$yti6e, or, $t le$st, outside pri6e ti6e. ut one or t#o 5reGuently ed!etheir #$y into pri6e ti6e $nd into top r$tin!s in 6ost #estern ountries. +hey $re $ 6$?orteleision !enre, #ith their roots in r$dio, $nd be5ore th$t in p$rty $nd o66unity !$6es.+heir !roundin! in or$l ulture !ies the6 $ it$lity $nd $ stron!ly inter$tierel$tionship #ith the ie#ers, but it $lso 6$*es the6 one o5 the ne!leted $nd de$lued5or6s 5or so 6uh o5 teleision ritiis6 ste6s 5ro6 $ liter$ry b$se $nd there5ore5ore!rounds those teleisu$l 5or6s #hih $ppe$r to be 6ost liter$ry. lthou!h, $s #e #ill

see, there is $ n$rr$tie struture underlyin! Gui sho#s, their b$si struture lies in thenonliter$ry 5or6s o5 !$6e $nd ritu$ls.

□ &ame and rit/al

LVi-(tr$uss distin!uishes bet#een !$6es $nd ritu$ls by de5inin! !$6es $s ultur$l 5or6sin #hih p$rtiip$nts st$rt out eGu$l $nd 5inish di55erenti$ted into #inners $nd losers,#here$s ritu$ls t$*e di55erenti$ted !roups $nd proide the6 #ith eGu$liin! o66un$l



6e$nin!s or identities. $6es 6oe 5ro6 si6il$rity to di55erene, ritu$ls 5ro6 di55ereneto si6il$rity.

Eui sho#s $re pri6$rily !$6es, thou!h there $re i6port$nt ritu$ls p$rtiul$rly $t the be!innin! $nd so6eti6es $t the end. +hus "ale of the Century h$s the struture o5 ritu$l-!$6e-ritu$l. t the be!innin! the ontest$nts $re introdued, their indiidu$l di55erenes -n$6es, 5$6ily iru6st$nes, oup$tions, $nd so6eti6es person$l det$ils suh $s li*es$nd disli*es, hobbies, or $6bitions - $re !ien $ ritu$l reit$tion th$t 6oes the6 5ro6di55erenti$ted indiidu$ls to eGu$l o6petitors. +he o66on 5or6 in #hih the det$ils $re!ien oerrides their indiidu$l di55erenes. +hen the !$6e t$*es oer #hen this eGu$lityis tested $nd 5ound to be $n eGu$lity o5 opportunity but not o5 $bility. +his !r$du$llyree$led ineGu$lity produes the #inner #ho is then $orded $ ritu$l o5 eGu$lity #ith the be$rer o5 soi$l po#er - the Guestion-6$ster - #ho t$*es hi6 or her by the h$nd into theresered p$rt o5 the studio #here the pries $re displ$yed in 5etishisti splendor, $nd 6$dethe ob?ets o5 $ ritu$listi elebr$tion.

-2;-

t is not di55iult to see th$t this ritu$l-!$6e-ritu$l is $n en$t6ent o5 $pit$list ideolo!y.ndiidu$ls $re onstruted $s di55erent but eGu$l in opportunity. i55erenes o5 natural$bility $re disoered, $nd the re#$rd is up#$rd 6obility into the re$l6 o5 soi$l po#er#hih Jn$tur$llyK brin!s #ith it 6$teri$l $nd eono6i bene5its. (i6il$rly, $s h$e$r!ued else#here <Fis*e 1983=, this struture o5 Gui sho#s reprodues the edu$tionsyste6 in #estern soieties in this, $ll students <supposedly= st$rt eGu$l those #ithn$tur$l $bility p$ss suessiely 6ore disri6in$tin! tests <e:$6in$tions= $nd e6er!e $sthe hi!hly Gu$li5ied 5e# #ho $re 5itted <by n$ture, so the story !oes= 5or the hi!h-ino6e ?obs, $nd positions #ith hi!h de!rees o5 soi$l po#er $nd in5luene. (uh $n ideolo!y$nd its ritu$lI!$6e per5or6$nes !rounds soi$l or l$ss di55erenes in indiidu$l n$tur$ldi55erenes $nd thus n$tur$lies the l$ss syste6.

ourdieu <1980= in his theory o5 ultur$l $pit$l h$s ree$led the ontr$ditions 6$s*ed by suh ideolo!i$l 5or6$tions. For ourdieu the soi$l role o5 ulture is to l$ssi5y people $nd thus under#rite $ str$ti5ied soiety. Ae introdues the notion o5 ultur$l$pit$l #hih is possessed by those #ho h$e t$ste $nd po#ers o5 disri6in$tion.isri6in$tion $nd t$ste $re both $pp$rently n$tur$l $bilities o5 the indiidu$l but $re$tu$lly the produts o5 $ spei5i l$ss $nd edu$tion$l syste6. ordin! to ourdieu,ulture, $nd the *no#led!e th$t is inte!r$l to it, $re repl$in! eono6is $s $ 6e$ns o5di55erenti$tin! l$sses. n l$te $pit$lis6 #hen 6$ny 6e6bers o5 the subordin$te l$sses$re o6p$r$tiely $55luent, 6oney loses its $bility to 6$s* l$ss di55erene $nd ulture6oes in to 5ill the !$p.

+he edu$tion$l syste6, 5or ourdieu, is the 6$in $!eny o5 ultur$l prop$!$tion. t isstrutured $round $ l$ssi5yin! proess th$t is p$rtiul$rly e55etie be$use itsl$ssi5i$tion proeeds under the #idely $epted belie5 th$t edu$tion is unbi$sed $ndneutr$l, th$t it o55ers eeryone the s$6e opportunity. t pretends to 6e$sure $nd deelopthe n$tur$l t$lent o5 e$h indiidu$l #hile $tu$lly pro6otin! 6iddle-l$ss $lues $ndre#$rdin! 6iddle-l$ss students. (oi$l di55erenti$tion is thus displ$ed into, $ndn$tur$lied by, $ notion o5 indiidu$l di55erenes. Jll $re eGu$l in 5ront o5 the



e:$6in$tion p$perK is $s #idely belieed $ 6ispresent$tion o5 soi$l e:periene $s isJ%eryone h$s eGu$l opportunities in de6or$ti $pit$lis6. K Cultur$l $pit$l, li*eeono6i $pit$l, is presented $s bein! eGu$lly $$il$ble to $ll, but is $tu$lly on5ined tothose #ith l$ss po#er.

□ )no9ledge and po9er

Eui sho#s use *no#led!e in the #$y th$t ourdieu $r!ues ulture oper$tes, th$t is, tosep$r$te out #inners 5ro6 losers $nd to !round the l$ssi5i$tion in indiidu$l or n$tur$ldi55erenes. ut the *no#led!e th$t they use $ries throu!hout the !enre so 6uh th$t #eneed to diide it into $te!ories $nd re5er to the oer$ll onept $s +nowledges$

-2;;-

+he type o5 *no#led!e th$t is 6ost losely onneted #ith the notion o5 po#er $ndultur$l $pit$l is the J5$tu$l, K J$$de6iK type used in sho#s suh $s "ale of theCentury$ +his *no#led!e h$s $n e6piri$l b$se #hose J5$tiityK 6$s*s its ori!in in, $nd6$inten$ne o5, $ syste6 o5 soi$l po#er. t is ont$ined in re5erene boo*s, dition$ries,$nd enylopedi$s, $nd re$hes its 6ost elitist 6$ni5est$tion in sho#s li*e Mastermind$n Mastermind ontest$nts $re 5irst tested on their *no#led!e o5 $ spei$list $re$ o5 theirhoie $nd then on 6ore !ener$l *no#led!e. (pei$lis6s $ry 5ro6 the tr$dition$lly$$de6i <e.!. %n!lish Liter$ture 1890-1904= to the eentri <e.!. %n!lish (te$6%n!ines in the 1880s=, $nd the $t6osphere is tense, Guiet, $nd sole6n, li*e th$t o5 $ne:$6in$tion roo6. n the ritish ersion, the sho# is usu$lly bro$d$st 5ro6 $ uniersityin ustr$li$, the studio set is !ien the s$6e hushed reerene. "ale of the Century( Ford"uper Iui= , $nd Eeopardy $re sho#s #hih in5let the *no#led!e in Guestion to#$rds $type o5 !ener$l *no#led!e, #hose ontent is less deter6ined by shool le$rnin!, but#hose 5or6 6$int$ins $ll the $uthority $nd unh$llen!e$bleness o5 the shoole:$6in$tion. t is, ho#eer, 6i:ed here #ith $ sho#bi sense o5 5un, o5 !litter $nd

e:ite6ent. +he e:ite6ent $nd ple$sure o5 the $rni$l is ?oined #ith the *no#led!e $nddisipline o5 the shoolroo6 in $ set o5 ontr$ditions th$t open the pro!r$6 up to $ r$n!eo5 re$din! positions.

+he st$r person$lity o5 the sho# o6bines these ontr$ditions in hi6sel5 <the role isin$ri$bly 5illed by $ 6$le= he is both the !eni$l 6$ster o5 ere6onies $nd the stern <but5$ir= shool6$ster-e:$6iner. oth roles $re ones o5 ontrol, but they o6e 5ro6 erydi55erent ultur$l do6$ins. +he 6$ster o5 ere6onies role is direted 6ore $t the studio$nd ho6e $udienes, the shool6$ster $t the ontest$nts. n this role, he is the publi!u$rdi$n o5 this *no#led!e #ho ontrols $ess to it, $nd #ho uses his possession o5 it $s$ 6e$ns o5 ontrollin! the o6petitors $nd the pro!ress o5 the !$6e. t !ies hi6 the

po#er o5 the hi!h priest in the ritu$l.

+here is $nother type o5 5$tu$l *no#led!e #hih is less $$de6i, 6ore eeryd$y. nsho#s li*e The )ew Price >s Right the eeryd$y *no#led!e o5 the pries o5 do6esti $ndonsu6er !oods is on tri$l the #inner is the one #ho best *no#s the $lues o5 $ #ider$n!e o5 o66odities. (i6il$rly, ,heel of Fortune reGuires $ !ener$l *no#led!e o5#ords $nd popul$r s$yin!s <it is b$sed on the tr$dition$l p$rlor !$6e o5 JA$n!6$nK=.no#led!e o5 this type is not !$ined throu!h shool or re$din!, but r$ther throu!h



o66on soi$l e:periene $nd inter$tion it is thus $$il$ble to $ #ider r$n!e o5 people,it is de6or$ti r$ther th$n elitist in te6per.

ut there is $n entirely di55erent $te!ory o5 *no#led!e th$t produes entirely di55erentsorts o5 sho#s. +his is $ *no#led!e th$t resides in the hu6$n or soi$l r$ther th$n in the5$tu$l. t h$s no $bsolute ri!ht $nd #ron! $ns#ers $nd thus $nnot be possessed or!u$rded by $n elite. t depends inste$d upon the $bility to underst$nd or Jsee intoK people, either in !ener$l or $s spei5i indiidu$ls.

-2;7-

Nnderst$ndin! people in !ener$l produes sho#s suh $s Family Feud$ +he #inner hereis the 5$6ily #ho $n predit the soi$l nor6s, #ho *no#s best #h$t 6ost people $rethin*in!. +he Guestions t$*e the 5or6 J'e $s*ed $ s$6ple o5 one hundred people ton$6e $ ?ob th$t reGuires people to !et up e$rly in the 6ornin! #h$t do you thin* they$ns#eredHK +he ontest$nts $re sored $ordin! to ho# losely their $ns#ers on5or6 tothe nor6s est$blished by the surey. +he #inner is 5in$lly the one #ho $n 6ost$ur$tely predit the soi$l onsensus the #inner is, p$r$do:i$lly, the 6ost ordin$ry.+his type o5 *no#led!e is, $ordin! to Mills $nd Rie <1982=, politi$lly opposed to theelitist one, it is 6ore de6or$ti, less diisie. t depends less upon JtheirK ultur$l$pit$l $nd 6ore upon JourK ultur$l e:periene, $nd the s*ills th$t !$in $ess to it $renot the 5or6$lly t$u!ht s*ills o5 intellet $nd 6e6ory, but the hu6$n s*ills deeloped bysoi$l e:periene, the s*ills o5 underst$ndin! people.

Family Feud $nd Play *our Cards Right <$nother sho# b$sed on this type o5 *no#led!e=$re not pl$yed by indiidu$ls but by 5$6ilies or 6$rried ouples, 5or this Jde6or$tiKsoi$l *no#led!e 5its less #ell #ith indiidu$lis6 th$n does the 6ore 5$tu$l elitist*no#led!e.

ut it $n be !ien $ 6ore indiidu$list in5letion #hen it tests insi!ht into, or *no#led!eo5, $ spei5i person. (ho#s b$sed on this $re ones li*e Mr and Mrs( The )ewlywedGame( Blan+ety Blan+( or Perfect Match$ n Mr and Mrs or The )ewlywed Game onespouse 5irst $ns#ers $ nu6ber o5 Guestions the other, #ho h$s been in the soundproo5 booth, then h$s to !uess #h$t these $ns#ers #ere. +he #inners $re those ouples #hoJ*no#K e$h other best $s 6e$sured by their $bility to !uess the otherDs responses. n Blan+ety Blan+ the o6petitor h$s to !uess the #ord th$t $ p$nel o5 elebrities h$s$ssoi$ted #ith $ !ien sti6ulus #ord or phr$se. +he #inner is the o6petitor #ho!uesses the #ord 6ost 5reGuently hosen by the elebrities. n The ating Game $o6petitor h$s to hoose $ d$te 5ro6 three unseen 6e6bers o5 the opposite se: by their$ns#ers to his or her Guestions. +he J#innerK is the one #ho !ets hosen, $nd the ouple

$re then sent on $ $lle:penses-p$id trip or d$te. Perfect Match is 6ore o6ple:, 5or there$re three sorts o5 *no#led!e $t #or* in it. +he intuitie, person$l *no#led!e or s*ill o5the hooser in pi*in! his or her Jper5et 6$thK is 5irst tested $!$inst the 6ore sienti5i,e6piriist *no#led!e o5 the o6puter #hih selets, $ordin! to sienti5i priniples$nd d$t$, the Jre$llyK per5et 6$th. 5 the sienti5i $nd hu6$n J*no#led!esK $!ree, th$tis, i5 the o6puter pi*s the s$6e person $s the hooser, the doubly $lid$ted ouple $re!ien $n e:tr$ prie. +hese t#o sorts o5 *no#led!e - the sienti5i $nd the hu6$n-intuitie - $re then put to the test o5 e:periene. A$l5 the ouples return to $ l$ter sho# to



tell ho# they !ot on on their trip the *no#led!e o5 $tu$l e:periene is $dded to, $ndo5ten set $!$inst, the other t#o *no#led!es.

-2;8-

Figure 1%.1 The hierarchy of /i; sho9s

'e $n, then, $te!orie Gui sho#s $ordin! to their type o5 *no#led!e $nd its rel$tionto soi$l po#er, $s sho#n in Fi!ure 14.1. +his produes $ hier$rhy o5 Gui sho#s - those$t the top reGuire $n $$de6i or spei$list *no#led!e < Mastermind( J62(::: Iuestion=th$t h$s $ 6ore popul$r in5letion in J!ener$l *no#led!eK <"ale of the Century( Eeopardy=. +his $te!ory reprodues in !$6e 5or6 the shool syste6 o5 students,te$hers, e:$6in$tions, $nd re#$rds - $ point th$t #ill be deeloped in !re$ter det$il belo#. +hey tend to be pri6e ti6e $nd to be #$thed $nd pl$yed by $ !re$ter proportiono5 6en.

Further do#n the list, $nd the hier$rhy, the sho#s tend to be sreened in d$y-ti6e or l$te$5ternoon, $nd $re thus #$thed by $udienes o5 predo6in$ntly #o6en or #o6en $ndhildren. s the J*no#led!eK beo6es 6ore de6or$tied, so the popul$rity o5 the pro!r$6s shi5ts to#$rds those #ith less soi$l po#er.

□ L/c5

n $ll the sho#s, #h$teer the *no#led!e th$t is tested, there is $n ele6ent o5 lu*. nso6e, suh $s Pic+ a Bo<, lu* is the 6otie 5ore. n others, suh $s Play *our Cards Right , the l$# o5 $er$!es $n be ino*ed to inre$se $ o6petitorDs h$ne o5 bein!Jlu*yK - in this $se o5 !uessin! #hether $n unseen pl$yin! $rd is hi!her or lo#er th$n

the ree$led one. n sho#s suh $s Mastermind( lu* is *ept to $ 6ini6u6, to the e:tentth$t e$h o6petitor hooses the topi 5or his or her Jspei$listK Guestions in the seond p$rt o5 the sho#, #hen !ener$l *no#led!e Guestions, $lbeit esoteri ones, $re $s*ed, lu* pl$ys $ sli!htly !re$ter role.

-2;9-

Lu* is o5ten rel$ted to !$6blin! - o6petitors st$*e points or doll$rs $lre$dy #on, in thehope o5 #innin! 6ore. n "ale of the Century 6oney #on in the Jlu*K se!6ents $noerride th$t #on in the J*no#led!eK se!6ents, so the oer$ll #inner $n be the lu*iest,not the leerest.

Lu* pl$ys $ it$l role in the he!e6oni struture o5 soieties th$t $re both o6petitie$nd de6or$ti. +he struture o5 suh soieties is neess$rily hier$rhi$l $nd elitist, they$re li*e $ pyr$6id #ith the 6$ss o5 people $t the botto6 $nd ery 5e# $t the top. )et thedo6in$nt ideolo!y insists th$t eeryone h$s $ h$ne to rise up throu!h the l$ss,eono6i, $nd po#er syste6s. +he soi$l syste6, not surprisin!ly, reprodues theedu$tion$l syste6 in its ideolo!y o5 eGu$l opportunity 5or eeryone, so th$t those o5n$tur$l t$lent #ill rise up throu!h the struture, $nd the resultin! l$ss diisions #ill be




$ble to present their ineGu$lities $s 5$ir be$use they $re b$sed upon the Jn$tur$llyKuneGu$l distribution o5 t$lent $6on!st other#ise eGu$l indiidu$ls. +he oroll$ry o5 this,o5 ourse, is th$t those #ho h$e not risen <by de5inition the 6$?ority= h$e 5$iled to doso throu!h their o#n Jn$tur$lK de5iienies. Lu* #or*s to 6iti!$te the h$rshness o5 this ?ud!6ent, 5or lu* proides $n ideolo!i$lly $ept$ble e:pl$n$tion o5 suess or 5$ilure- <s=he is 6ore suess5ul th$n 6e be$use <s=he #$s lu*ier, not ?ust be$use <s=he #$sleerer. n $ soiety th$t elebr$tes both the 6$teri$l re#$rds o5 #e$lth $nd the ri!ht o5eeryone to the6, but li6its the opportunities to $Guire the6 to the 6inority, the $ppe$lo5 !$6blin!, o5 e$sy 6oney, is h$rdly surprisin!.

+he he!e6oni 5untion o5 lu* is not ?ust to 6ini6ie the person$l sense o5 5$ilure, but,6ore i6port$ntly, to de6onstr$te th$t the re#$rds o5 the syste6 $re, in 5$t, $$il$ble to$ll, re!$rdless o5 t$lent, l$ss, !ender, r$e, $nd so on. n the Jr$!s to rihesK story #hihis suh $ potent 6yth in $pit$list soieties $nd is 6$ni5est in the popul$r bio!r$phies o56ost st$rs o5 sport $nd entert$in6ent, $nd o5 industri$l st$rs suh $s Lee $o$, h$rd#or* $nd lu* $re interdependent ele6ents #or* $nd dedi$tion #hih 6$*e the 6ost o5Jn$tur$lK t$lents rely on the lu* o5 bein! in the ri!ht pl$e $t the ri!ht ti6e, or o5 $h$ne 6eetin! #ith the ri!ht person, to proide the opportunities 5or th$t t$lent to

5lourish.

B$nn$ 'hite, the hostess o5 the 6eri$n ersion o5 ,heel of Fortune, is $n e6bodi6ento5 this 6yth. n 198; she shot to elebrity st$tus, $ 6eteori rise th$t ul6in$ted in her photo!r$ph on the oer o5 )ewswee+$ +his $nd other seond$ry te:ts proided ie#ers#ith bio!r$phi$l in5or6$tion th$t 6$de her the liin! $lid$tion o5 the role o5 lu* inour ideolo!y. Aer 5$ther, so the stories #ent, #$s $ drun*en, spouse-$busin! uerto Ri$n#ho6 her 6other diored #hen B$nn$ #$s still $n in5$nt. Fro6 suh $ soi$llydis$d$nt$!ed st$rt she pro!ressed to $ nu6ber o5 undistin!uished 6odelin! ?obs. +henshe tried her lu* in Aolly#ood, $uditioned 5or the ,heel of Fortune role, $nd 5ro6ultur$l inisibility, be$6e, $l6ost oerni!ht, $ elebrity. +he seond$ry te:ts

onsistently e6ph$sied both her Jordin$ryK be!innin!s $nd her urrent suess $ndli5estyle. Aer story is the JtrueK en$t6ent o5 the J5ortuneK <in its double sense o5 Jlu*K$nd J#e$lthK= th$t the sho# sy6boli$lly o55ers. B$nn$ 'hite is proo5 th$t this 5ortune is$$il$ble to eeryone <!ien $ little bit o5 lu*=.

-270-

Auiin!$ <1949= su!!ests th$t !$6es struture the tension bet#een h$ne $nd rules, bet#een the unpredit$ble $nd the predit$ble, the unontroll$ble $nd the ontroll$ble.+he !$6es pl$yed by both hildren $nd teleision ie#ers $re ineit$bly p$rt o5 the s$6esoi$l syste6 $s the #orlds o5 #or* $nd eono6is in their en$t6ent o5 the entr$lity o5

lu*.

'hile *no#led!e 6$y be the soi$lly $lid$ted #$y to po#er, in5luene, $nd 6$teri$lre#$rds, the elitis6 th$t is ent$iled by the o6petitieness #hih both produes $nd proes its uneGu$l distribution is !ien $ de6or$ti $libi by lu*. ut the $libi 6$y not be si6ply he!e6oni in its 5untion. +he !eneri h$r$teristis o5 Gui sho#s $re le$rlye55etie be$rers o5 $pit$list $nd p$tri$rh$l ideolo!ies they $n be $rtiul$teddi55erently to proide ple$sures $nd 6e$nin!s th$t $re less $o66od$tin!.



□ Commodities

+he pries $re typi$lly onsu6er !oods or series, suh $s 5orei!n tours or ruises.(o6eti6es 6oney is the re#$rd, $nd so6eti6es publi respet $nd !lory < Mastermind ,5or e:$6ple, h$s no pries or re#$rds 5or #inners o5 the he$ts, $nd $ disreet $ntiGue or#or* o5 $rt 5or the #inner o5 the 5in$l=. +he o66eri$l interests behind Gui sho#s, $s behind so 6uh o5 teleision, press to h$e their !oods displ$yed to $n $udiene o56illions 5or the6 Gui sho#s $re the he$pest teleision o66eri$l possible, $nd oneth$t h$s the $dded bonus o5 presentin! the6 $s JsponsorsK not $s J$dertisers. K Euisho#s $re o5ten h$r!ed #ith enour$!in! 6$teri$lis6 $nd #ith positionin! the ie#er, p$rtiul$rly the house#i5e, $s $ onsu6er. +here is no doubt th$t this 5ore is po#er5ully$t #or* in the6 #e $n see it in the !l$6oriin! o5 the pries $nd in the est$tie:ite6ent <$l6ost %ouissanceO= o5 the #inners $nd the studio $udienes. +here is $ sensein #hih the pries beo6e the st$rs, $nd the isu$l li6$: o5 6$ny $ sho# is proided by the $6er$ lu:uri$tin! $6on!st the !litterin!, bri!htly lit pries.

-271-

$ies <1983= t$*es this een 5urther. n $ det$iled $n$lysis o5 the openin! seGuene o5the ustr$li$n "ale of the Century he ree$ls ho# the represent$tion o5 the st$r prie o5the $r 6$y #or* subli6in$lly on the ie#er. +he $r reoles on $ podiu6, surrounded by 5l$shin! li!hts, $nd the $6er$ oo6s in, not ste$dily, but in $ series o5 ?u6p uts,until it 5inishes in $ lose-up o5 the r$di$tor !rille. +he seGuene is $o6p$nied by $dru6roll $nd 5renied $ppl$use $nd its e55etiity is enh$ned, $ordin! to $ies, by $5or6 o5 subli6in$l pereption. %$h o5 the eleen ?u6p uts in the 3.; seond seGuene isone-third o5 $ seond or ei!ht 5r$6es. +his editin! r$te o5 three shots per seond 5$lls#ithin the 5reGueny o5 strobosopi e55ets #hih oper$te physiolo!i$lly upon the br$in.

Eui sho#s, li*e $dertisin!, $re undoubtedly p$rt o5 o66odity $pit$lis6, $nd use6$ny o5 the si6il$r ultur$l str$te!ies. For inst$ne, !l$6orous 6odels $re used todispl$y the pries $nd thus $ssoi$te o66odities #ith se:u$lity, thereby lin*in! buyin!#ith se:u$l desire $nd s$tis5$tion. Lin*in! the do6$in o5 se:u$lity #ith th$t o5eono6is is o66onpl$e in our soiety. (ho#s li*e allas $re no di55erent 5ro6 theo66eri$ls typi$lly inserted into the6 in their eGu$tion o5 eono6i po#er #ith se:u$l po#er $nd $ttr$tieness. (e:u$l o6petition, #ith its $r#ini$n e:pl$n$tion o5 theJn$tur$lK suri$l o5 the 5ittest, is e$sily 6obilied to n$tur$lie eono6i o6petition.+he Jn$tur$lK desir$bility o5 $ be$uti5ul #o6$n, or 6$n, is $ 6et$phor 5or the $pit$listdesir$bility o5 the o66odity #ith #hih she, or he, is $ssoi$ted. +he person #ho is theob?et o5 se:u$l desire beo6es ob?eti5ied into the o66odity so th$t both $re

purh$sed or #on si6ult$neously. ut the 6oti$tions o5 the produers o5 Gui sho#sth$t deter6ine the 6$in h$r$teristis o5 the !enre do not neess$rily deter6ine the #$ysth$t they $re re$d or used by the ie#ers.

□ The active a/dience

+he 5irst point to 6$*e is th$t Gui sho#s produe p$rtiul$rly $tie, p$rtiip$toryie#ers. +heir 6ini-n$rr$ties $re strutured $round the her6eneuti ode #hih poses



$nd then resoles eni!6$s. ut unli*e typi$l n$rr$ties, Gui sho#s $re not presented $sen$ted 5ition, but $s lie eents. +he produers !o to !re$t p$ins to dis!uise the 5$t th$t$ll sho#s $re prereorded - 5ie or si: $re typi$lly t$ped in one reordin! session. +heirJlienessK or Jno#nessK is rui$l to their $ppe$l 5or it positions the ie#er $s the eGu$lo5 the h$r$ters in the n$rr$tie. +he n$rr$tie $ppe$rs un#ritten, the resolution is $s6uh $ 6ystery to the h$r$ters $s to the ie#er, so the te:t h$s less $uthority to i6poseitsel5. n the Jun#rittenK n$rr$tie ourrin! Jno#K suspense $ppe$rs to be re$l, not6$nu5$tured $nd $uthori$lly ontrolled $s in $ noel or 5il6, $nd thus the en!$!e6ent o5the re$der is !re$ter. +he ie#er o5 Gui sho#s, li*e th$t o5 so$p oper$, is positionedacti'ely to#$rds the te:t by its un#rittenness, its sense o5 $ ti6e sp$n in #hih the present $nd 5uture $re eGu$l 5or both h$r$ters $nd ie#ers.

-272-

+he ie#ers $re thus enour$!ed to o6pete #ith the per5or6ers, $nd, in Perfect Match,to set their insi!hts $!$inst those o5 the o6petitors $nd to test their hu6$n *no#led!e$!$inst th$t o5 the o6puter $nd o5 J$tu$lK e:periene, 6uh $s in so$p oper$s they testtheir JsriptsK $!$inst the ones $tu$lly bro$d$st.

ut the $tiity o5 the $udiene does not in itsel5 proide eidene th$t the o66eri$l5untions o5 Gui sho#s $n be e$ded or resisted. 5ter $ll, $dertisers too #$nt $n$tie $udiene be$use th$t is the $udiene #hih #ill 6ost e55etiely inorpor$te thei6$!e o5 their produt into its i6$!in$tion. 'illi$6son <1978=, 5or e:$6ple, h$s sho#nth$t 6$ny $dertise6ents ont$in puns or pules 5or the re$der to sole $nd in so doin!to en!$!e $tiely #ith the re$tion o5 6e$nin! 5or the produt. n this $se, the $udiene$tiity is ontrolled $s $re5ully $s possible by the $dertiser, but the e55etiity o5 th$tontrol is still ery li6ited. +here $re 6$ny 6ore ie#ers #ho !$in ple$sure 5ro6 $ #ittyor punnin! $dertise6ent th$n there $re those #ho onert th$t ple$sure into $n $tu$l purh$se. dertise6ents $re seen, re$d, $nd en?oyed by 6illions o5 people #ho #ill

neer buy the o66odity on o55er.

Children, 5or inst$ne, $ppropri$te $dertisin! ?in!les into their !$6es, o5ten subertin!the6 by h$n!in! the #ords. norpor$ted into hildrenDs ulture, the $dertisin! ?in!le be$rs ery little, i5 $ny, o5 its ori!in$l o66eri$l 6e$nin! - prob$bly not 6uh 6oreth$n nursery rhy6es suh $s Little Eac+ !orner or Georgie Porgie ret$in their histori$l$nd politi$l sense. +he ori!in o5 $ te:t neither !u$r$ntees nor deter6ines its 6ode o5reeption, ho#eer po#er5ul $ p$rty it 6$y be in the proess o5 ne!oti$tion. Bie#ers #ho p$rtiip$te in the ple$sures o5 Gui sho#s $re not neess$rily inorpor$ted into theonsu6erist ideolo!y.

□ Artic/lating /i; sho9s

A$llDs <198;= theory o5 $rtiul$tion is produtie here. +he #ord h$s t#o 6e$nin!s, $ndhis theory uses both o5 the6 eGu$lly $nd interdependently. +o $rtiul$te is, in one sense,to spe$* $nd Jspe$*in!, K #e 6ust re6e6ber, neess$rily inoles Jresponse, K it is $t#o-#$y proess. (o #hile Gui sho#s 6$y $rtiul$te <spe$*= onsu6eris6 $s they $rrythe oie o5 their pro duers, they 6$y $lso, $s su!!est belo#, $rtiul$te <spe$*=responses to th$t onsu6eris6 in $ents th$t spe$* the interests o5 the onsu6er.



-273-

ut $rtiul$tin! $lso 6e$ns lin*in! #ith $ 5le:ible 6o$ble point o5 ont$t $s in $ hin!e,or $s in the ritish n$6e 5or $ se6itr$iler - $n $rtiul$ted lorry. +he 5irst 6e$nin! o5$rtiul$tion direts our $ttention to the te:t, its prodution $nd reeption, the seondreGuires us to loo* $t the #$y th$t the te:t <or the !$6e o5 #hih it is $n e:$6ple= islin*ed to other ultur$l do6$ins. +hus, #hen M+B is $rtiul$ted #ith the reord $nd6usi industry, its 6e$nin!s $re o66eri$l $nd eono6i, but #hen it is $rtiul$ted#ith the do6$in o5 youth, possibly #ith $ dru!-subulture, its !lossy, r$pid, onsu6eristi6$!es 6$y $rtiul$te <spe$*= 6e$nin!s o5 opposition or e$sion.

+he 6e$nin!s o5 $rtiul$tion le$* into e$h other, 5or speeh $l#$ys ours in $ ultur$ldo6$in th$t is rel$ted to others it is neer onte:t-5ree. A$llDs theory re6inds us th$t thes$6e speeh, $rtiul$ted to di55erent do6$ins, $n 6e$n Guite di55erently $nd sere Guitedi55erent soi$l $nd politi$l interests. +he J6ultiple $rtiul$tionK o5 Gui sho#s is $5untion both o5 their te:tu$l openness <their Jun#rittenness, K their use o5 e:ess $nd6et$phor= $nd o5 the #$y they $n be re$d in ter6s o5 their rel$tionship #ith $ nu6ber o5ultur$l do6$ins, p$rtiul$rly those o5 shool, o5 the 5$6ily, o5 shoppin!, o5 leisure, $nd

o5 soi$l rel$tionships.

Eui sho#s $rtiul$te #ith shool in $ nu6ber o5 #$ys. MEu$il, lu6ler, $nd ro#n<1972= h$e 5ound th$t ie#ers 5ro6 hi!her soioeono6i !roups <#ho $re li*ely to bethe better edu$ted= use Gui sho#s to he* $nd test their J$$de6iK *no#led!e.Bie#ers 5ro6 lo#er soioeono6i !roups, ho#eer <li*ely to h$e h$d $ shorter 5or6$ledu$tion=, use the sho#s to JproeK to the6seles th$t they $re $s leer $s theontest$nts, $nd th$t their 5or6$lly $ssessed $$de6i per5or6$ne is not $ true 6e$sureo5 their $bility.

(o6e used the sho#s $s $ b$sis 5or sel5-r$tin!, #ith responses li*e J i6$!ined th$t #$s

on the pro!r$6 $nd doin! #ell, K or J $n o6p$re 6ysel5 #ith the e:perts. K +hese sel5-r$tin!s o5ten produed the sort o5 sel5-estee6 th$t the edu$tion syste6 denied the6 J5ind *no# 6ore th$t thou!ht, K or J 5eel h$e i6proed 6ysel5. K

ts 6et$phori$l rel$tionship #ith shool prob$bly lies behind the "ale of the Century- s popul$rity #ith ustr$li$n shool students <in 1983, it $nd Prisoner #ere the t#o 6ost popul$r pro!r$6s #ith shool students=. t o55ers 6et$phori$l tr$ns5or6$tion o5 theshool syste6 #hih $llo#s sy6boli suess to those #ho J5$ilK $t shool. Li*e $ll6et$phors, the rel$tionship bet#een the represent$tion $nd its re5erent oper$tes on $interpl$y o5 si6il$rity $nd di55erene. +he si6il$rity bet#een the t#o is obious but thedi55erenes $re eGu$lly i6port$nt to the pro!r$6Ds $ppe$l. +he shool syste6, 5or

e:$6ple, sells itsel5 to its students by pro6isin! th$t !ood #or* $t shool #ill proide $!ood ?ob #hih in turn #ill proide the J!ood li5e. K +he #or* h$s to be per5or6ed no#, but the 5in$l re#$rd is in the dist$nt 5uture. "ale of the Century( ho#eer, oll$pses theti6e !$p - the re#$rds $re inst$nt - $nd in so doin! sGueees the ?ob out o5 the eGu$tion.A$ll $nd ennett h$e both noted ho# r$rely produtie l$bor is represented in $pit$list popul$r ulture 6$teri$l re#$rds see6 to 5ollo# diretly $nd n$tur$lly 5ro6 t$lent, oreen !ood loo*s $nd soi$l position, so th$t, in ynasty or allas( physi$l be$uty $nd#e$lth see6 to be n$tur$lly $nd neess$rily p$rtners. +he e55$in! o5 #or* 5ro6 our





durin! the pro!ress o5 the !$6e, $nd $re enour$!ed to s$y ho# 6uh 5un they h$e h$d.n other #ords, they $re enour$!ed to de-$rtiul$te the sho# 5ro6 shool, $ndre$rtiul$te it to the do6$in o5 entert$in6ent $nd leisure $s $ 6e$ns o5 5indin! $ positie6e$nin! in their e:periene o5 losin!. (hool h$s little h$ne o5 bein! re-$rtiul$ted inother do6$ins 5or those #ho $re the JlosersK in its syste6. +he 5ields o5 *no#led!e th$t$re used in "ale of the Century oerl$p #ith those o5 shool - history, !eo!r$phy,liter$ture, siene, urrent $55$irs - but the sho# $dds to the6 5ields th$t $re e:luded5ro6 the o55ii$l urriulu6 suh $s sport, popul$r 6usi, $nd entert$in6ent. +hese 5ields$re !ien eGu$l #ei!ht #ith the 6ore $$de6i ones, $nd $re the 5ields in #hih the less$$de6i ie#ers $nd o6petitors $re 6ore li*ely to h$e so6e e:pertise. +he 5or6$t o5the sho# $llo#s 6$ny, i5 not 6ost, o5 its ie#ers to beliee th$t they ould h$e$ns#ered 6ost o5 the Guestions. +e$hersD introdution o5 Gui sho# 5or6$ts into thel$ssroo6, p$rtiul$rly to#$rds the end o5 shool ter6s, is $n $pp$rent $tte6pt to6obilie so6e o5 the $lues o5 entert$in6ent $nd their po#er to de6or$tie *no#led!e.+his $d6its o5 $n interro!$tion o5 the elitis6 o5 shool-b$sed de5initions $nd use o5*no#led!e $nd de6onstr$tes, ho#eer i6pliitly, the $lidity o5 $ltern$tie *no#led!es.

sho# th$t relies entirely on non$$de6i $nd de$lued *no#led!es is The )ew Price

>s Right$ ts s*ills $re those $ssoi$ted #ith #o6en, those o5 shoppin! $nd household6$n$!e6ent, s*ills #hih $re o5ten de$lued or $t le$st 6$de inisible $nd on5ined tothe pri$te, do6esti sphere. t is $rtiul$ted not to edu$tion, but to onsu6eris6. @5ourse it oper$tes on one leel $s $ n$tion$l shop #indo# 5or the o66odity produers,$nd o5 ourse it tr$ins #o6en $s enthusi$sti onsu6ers, but it ont$ins $lso the ele6entso5 $ ounterte:t, one J#rittenK by the onsu6ers. n this sho# these s*ills $re 5irst o5 $ll6$de publi $nd the person #ho uses the6 best is !ien $ publi $l$i6 th$t $t ti6eser!es on the riotous.

+r$nsl$tin! the #o6$nly s*ills $nd *no#led!e out o5 the pri$te sphere into the publi!ies the6 $ st$tus nor6$lly resered 5or the 6$suline $nd pries the6 loose 5ro6 the

do6$ins in #hih they $re de$lued. +he est$ti publi $l$i6 !ien by the studio$udiene to the #inner is Guite 5orei!n to eeryd$y house#i5ely e:periene, $nd is 6oreor less e:pliitly ontr$sted #ith the t$*en-5or-!r$ntedness o5 suh s*ills in their nor6$l5$6ily settin!. +he pro!r$6 is e:essie it produes $n e:$!!er$ted sense o5 5un $nd o5heti p$e. +here $re e:$!!er$ted e:pressions o5 el$tion or desp$ir 5ro6 o6petitors $nd$udiene, $nd $n enor6ous $6ount o5 noise is !ener$ted. +he e:ite6ent $nd 5renysep$r$tes the !$6e o55 5ro6 Jnor6$lK shoppin! $nd shi5ts it to#$rds the $rni$lesGue.

-27;-

+he $rni$l, $s $*htin <19;8= sho#s, is $ ti6e #hen the onstr$ints o5 the eeryd$y $re

e$ded $nd its po#er rel$tions te6por$rily reersed. M$sters or 6istresses beo6eser$nts, $nd ie ers$, the ple$sures o5 the body, e$tin!, drin*in!, $nd se:u$lity, $reindul!ed to e:ess #ithout !uilt, $nd those #ho $re nor6$lly sub?eted to $ o6ple: o5 po#er syste6s <eono6i, politi$l, 6or$l= $re 6o6ent$rily 5reed 5ro6 their sub?etion.C$rni$l depends 5or its e55et upon the reo!nition th$t the po#er5ul $nd the subordin$teh$e opposin! interests, $ reo!nition th$t ideolo!y nor6$lly #or*s h$rd to dis!uise $nddeny.



+his $rni$l 6o6ent 6$y be $r!ued to be $ s$5ety $le th$t ulti6$tely #or*s tost$bilie the st$tus Guo. ut it is $l#$ys potenti$lly 6ore th$n this the ple$sures th$t it produes $n neer be tot$lly reuper$ted b$* into the syste6, they $l#$ys produe $thre$t th$t puts soi$l ontrol $t ris*. <'e noted in h$pter 12 the #$y th$t those #ithsoi$l po#er h$e onst$ntly 6obilied notions o5 6or$lity $nd l$# $nd order to erode$nd ontrol the $rni$lesGue ple$sures o5 the subordin$te. =

+he $rni$lesGue ple$sures o5 The )ew Price >s Right $re not those o5 tot$l liense, butthey do derie 5ro6 $ reers$l o5 the nor6$l po#er rel$tions bet#een onsu6ers $nd produers. +he onsu6er is 6o6ent$rily liber$ted 5ro6 eono6i sub?etion her*no#led!e o5 pries $nd $lue is no lon!er the produt o5 her eono6i sub?etion to thesyste6, deried 5ro6 the need to 6$*e $ li6ited $6ount o5 6oney !o $s 5$r $s possible.+he rele$se o5 the eono6i onstr$ints #hih ensure her subordin$tion $llo#s shoppin!s*ills to beo6e $!ents o5 e6po#er6ent. +hey beo6e the 6e$ns o5 be$tin! theeono6i syste6 $nd o5 turnin! it to the interests o5 those nor6$lly subordin$ted to it.The )ew Price >s Right is not ?ust $ shopperDs #ish-5ul5illin! 5$nt$sy, it is $lso $n$ssertion th$t shoppersD interests $re opposed to those o5 the produers $nd th$t thenor6$l ideolo!i$l pr$tie o5 6$*in! the produersD interests $ppe$r identi$l to those o5

onsu6ers is 6o6ent$rily disrupted.

+his sense o5 the $rni$lesGue $rtiul$tes Gui sho#s #ith 5un $nd entert$in6ent.Ao#eer po#er5ul their 6et$phori$l $ssoi$tions #ith shool or do6esti l$bor, they$l#$ys h$e the tr$ppin!s o5 sho#bi - 5l$shin! li!hts, !litter, $ st$!e $nd $n $udiene,6usi, $ppl$use, $nd so on. (hool $nd shoppin! $re p$rt o5 the #orld o5 #or*, #here theindiidu$l is sub?eted to e:tern$l disiplines. +he rel$tionship o5 leisure to #or* iso6ple:, but it $l#$ys inoles opposition leisure is not-#or*. 'hether leisure issupportie o5 #or* or ontr$ditory to it is 6uh 6ore proble6$ti $nd depends p$rtly onthe leisure $tiity th$t is hosen $nd p$rtly on the ple$sures !$ined 5ro6 th$t $tiity.ut leisure $l#$ys $ppe$rs to be so6ethin! #e choose to do, so6ethin! th$t produes $

sense o5 identity th$t is in our ontrol. @5 ourse the 5ores o5 $pit$l l$th on to this $ndindustri$lie it, so th$t leisure beo6es $ onsu6er $tiity. ut their $ppropri$tion $nneer be tot$l, 5or i5 it #ere it #ould destroy th$t #hih they $re tryin! to $ppropri$te theindustri$lied or 6$ss 5or6s o5 leisure #ill neess$rily be$r $pit$list ideolo!y $s #ill theindustri$lied 5or6s o5 #or*, but the $bsene o5 eono6i neessity positions the sub?etGuite di55erently. Choosing to $ns#er Guestions or to shop 5or the 5un o5 it is $$rni$lesGue, pl$y5ul inersion o5 ha'ing to sit $n e:$6in$tion or 6$*e the #ee*ly tripto the !roery store. rtiul$tin! the 5or6s o5 J#or*K #ith those o5 leisure 6$y eitherde5use the opposition bet#een the t#o $nd bind the6 into $n ideolo!i$l ho6o!eneity, orit 6$y $ti$te those ontr$ditions $nd thus 6$int$in $ set o5 opposition$l 6e$nin!s $ndsub?etiities. le$sure 6$y be the b$it on the hoo* o5 he!e6ony, but it is $l#$ys 6ore

th$n this, it $l#$ys inoles $n ele6ent th$t es$pes the syste6 o5 po#er.

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+he *no#led!e tested in The )ew Price is Right( despite its Jordin$riness, K is still 5ir6lylo$ted in the do6$in o5 eono6i po#er. +he pries $nd $lues $re set by theo66odity produers, not by the onsu6ers, $nd the pl$yer is re#$rded 5or her*no#led!e o5 their syste6. +he sho#s th$t rely on #h$t h$e $lled Jhu6$nK



*no#led!e re5use this positionin!. +he *no#led!e th$t they $lid$te is the *no#led!e o5the people, o5 us $s opposed to them$ t inites us to $rtiul$te it to the #orld o5 theeeryd$y, o5 Jordin$ry people. K ll Gui sho#s produe the ple$sure o5 this p$rtiul$r$rtiul$tion, 5or they $ll !ie Jordin$ry peopleK the role o5 Jspei$l peopleK - those onteleision. ut in the J5$tu$lK *no#led!e sho#s, it is not their ordin$riness th$t is tested$nd elebr$ted, but their Jspei$lness, K their $bility to h$ndle the *no#led!e o5 those#ith soi$l po#er. +he Jhu6$nK *no#led!e sho#s, ho#eer, test $nd elebr$teJordin$riness. K

+he onept o5 the ordin$ry is, o5 ourse, neer de5ined by suh sho#s, but is le5t open$nd $$il$ble 5or $ #ide r$n!e o5 identi5i$tions. t is $n open onstrut o5 JusK opposedto $n eGu$lly !ener$lied Jthe6. K (o6eti6es JtheyK $re e6bodied in $uthority 5i!uressurrounded by enylopedi$s, so6eti6es JtheyK $re dise6bodied oies th$t deide i5 $n$ns#er is ri!ht or #ron!. +he o6pere $nd hostess 6edi$te this bound$ry, they h$e$ess to the po#er $nd *no#led!e o5 Jthe6, K but displ$y their ordin$riness $s $ 6$r* o5$55inity #ith Jus. K

M$ny o5 these sho#s, li*e Blan+ety Blan+( 6i: st$rs, or spei$l people, #ith the

Jordin$ryK ontest$nts, $nd #h$t is displ$yed in the st$rs is not their !l$6or but theirordin$riness. n Blan+ety Blan+ the ontest$nts h$e to !uess ho# $ p$nel o5 elebrities#ill o6plete $ !ien seGuene o5 #ords. +he #inner is the ordin$ry person #ho is 6ostli*e the elebrities. n Family Feud the #inner is the 5$6ily #ho is 6ost li*e the soi$lonsensus. +he deolution o5 *no#led!e to the ordin$ry people $n !o no 5urther.

-278-

+his is p$rt o5 the s$6e de6or$ti$tion th$t in the do6$in o5 politis h$s produed thedotrine o5 one person one ote, $nd the spre$d o5 opinion polls. ut in politis, $s in6$r*et rese$rh, the *no#led!e o5 #h$t Jordin$ry peopleK $re thin*in! is used in the

interests o5 those #ith po#er in Family Feud there $n be no suh $ppropri$tion o5ordin$ry *no#led!e b$* in to the syste6. Family Feud is $n e:pression o5 $n or$l popul$r ulture, not $ liter$te ontrollin! one, $nd the *no#led!e th$t it tests is one best!$ined by ordin$ry inter$tion #ith ordin$ry people - $n or$l *no#led!e deried 5ro6soi$l e:periene r$ther th$n $ liter$te *no#led!e t$u!ht by soi$l institutions.

@ne ordin$ry ultur$l do6$in to #hih the sho#s 5reGuently inite $rtiul$tion is th$t o5the 5$6ily. +his $rtiul$tion $n t$*e $ nu6ber o5 5or6s. +he sho#s h$e deried notonly 5ro6 the institution$l Jliter$teK e:periene o5 edu$tion, but $lso 5ro6 the in5or6$l,Jor$lK tr$dition o5 5$6ily !$6es, or p$rlor !$6es $s pre-teleision !ener$tions $lledthe6. (o6e o5 the teleised ersions $re still pl$yed in this 6$nner MEu$il, lu6ler,

$nd ro#n <1972= 5ound th$t the 6ore edu$ted ie#ers pl$yed the !$6es #ith their5$6ilies in 5ront o5 the set. F$6ily 6e6bers #ould o6pete #ith e$h other $nd #ith theteleision o6petitors to $ns#er the Guestion 5irst. +eleision be$6e p$rt o5 the or$lulture o5 the 5$6ily in $ #$y th$t p$r$llels the 5untion o5 !ossip in t$*in! so$p oper$into the or$l ulture o5 #o6en. Fis*e $nd A$rtley <1978= h$e sho#n ho# the o6pere$nd hostess pl$y the role o5 the J?olly unle $nd $untK onstrutin! the ie#ers into $ne:tended 5$6ily. n Family Feud so6e o5 the Guestions $re $ns#ered not indiidu$lly, but by the 5$6ily $s $ onsensus oie $5ter $ period o5 on5errin!.





interest, #hih is desi!ned to $ppe$l to #o6en <see Morley 198;= $nd to onsolid$te the5$6ily $udiene in 5ront o5 the set 5or the pri6e-ti6e, pri6e-pro5it $dertise6ents th$t $reto be #ed!ed $p$rt by pro!r$6s 5or the ne:t t#o or three hours.

(o #h$t is this !enre o5 ne#s to #hih soiety $nd the shedulers $tt$h suhi6port$neH t is one o5 the 6ost o6ple: $nd #idely studied +B !enres $nd one th$t6obilies 6ost e55ortlessly so6e o5 the *ey de5inin! h$r$teristis o5 the 6ediu6 -Jno#ness, K se!6ent$tion, repetition.

Most studies o5 teleision ne#s onentr$te on the institution$l proesses th$t produe it,or else use ontent $n$lysis to ree$l the $te!ories o5 eents th$t $re dee6ed ne#s#orthy$nd the proportion$te ti6e or sp$e deoted to e$h. n this h$pter study ne#s $sdisourse, th$t is, $s $ set o5 onentions th$t strie to ontrol $nd li6it the 6e$nin!s o5the eents it oneys. +heories o5 ne#s #hih 5ore!round Guestions o5 $ur$y, bi$s, orob?etiity $re b$sed on $n e6piriist notion o5 re$lity th$t lies outside the theoreti$l5r$6e#or* o5 this boo*. +hese Guestions $re, ho#eer, i6port$nt not be$use they $llo#us to ?ud!e the Gu$lity o5 the ne#s but be$use o5 the insi!ht they $n !ie into the pro5ession$l ideolo!y o5 the ne#s 6$*ers.

-281-

"e#s pro5ession$ls in p$rtiul$r $nd bro$d$sters in !ener$l $re *een to sep$r$te ne#s5ro6 5ition, $nd to lo$te it 5ir6ly in the in5or6$tion side o5 the popul$r but le$*yl$ssi5i$tion o5 teleision pro!r$6s into the 6$ro!enres o5 in5or6$tion $ndentert$in6ent. +he ide$ th$t teleision is $ #indo# on the #orld, no# *no#n $s theJtr$nsp$reny 5$ll$y, K still suries, i5 $ny#here, in +B ne#sroo6s. eneridistintions bet#een in5or6$tion $nd entert$in6ent or 5$t $nd 5ition $re rui$l 5or the produers, 5or they desribe di55erent sorts o5 ethis, di55erent de5initions o5 responsible pro!r$66in!. For the ie#ers, too, this distintion 6$r*s $ di55erene in re$din!

rel$tions, thou!h sh$ll $r!ue l$ter th$t this is not $s le$rly ut $s it 5irst $ppe$rs. utte:tu$lly, there is not $ lot o5 di55erene bet#een teleision ne#s $nd teleision series orseri$l dr$6$. +he 5ondness o5 teleision 5or doudr$6$s is $ si!n o5 ho# e$sily its te:tu$l5or6s ross the !eneri bound$ries bet#een 5$t $nd 5ition - $nd the publi outry th$tthese doudr$6$s 5reGuently $use eidenes the publiDs belie5 in the need to *eep the!enres distint. n te:tu$l ter6s, the ne#s 6$y not be $ll th$t di55erent 5ro6 $ so$p oper$, but there $re ery re$l di55erenes in the #$y th$t the $udienes $nd produers underst$nd$nd $ppro$h the t#o !enres.

+he ie#ers studied by +ulloh $nd Mor$n <198;= not only *ept the !enres Guite distint but they politiied the distintion. +he shedulin! o5 the so$p oper$ . Country Practice

$!$inst 6: Minutes on (und$y $nd The ,orld .round Ds on Mond$y split households$lon! !ender lines, #ith the 6$les pre5errin! the J5$tu$lK pro!r$6s, $nd the 5e6$les $ndhildren the so$p. s +ulloh $nd Mor$n put it

ll teleision pro!r$6s yield *no#led!e $nd ide$s $bout the #orld. F$ther, 6other $nd!irls donDt dispute th$t. 'h$t is in dispute is #h$t *no#led!e in #h$t 5or6 . . . r$6$ isonerned pri6$rily #ith the pri$te sphere, the e6otion$l $nd the do6esti . . . "e#s,urrent $55$irs $nd dou6ent$ries $re 6ore onerned #ith the publi sphere.



<198; 239=

si6il$r !ender-!enre di55erene e6er!ed else#here in their study typi$l #$s the 6$n#ho onsidered th$t the 6$suline J5$tu$lK pro!r$6s sti6ul$ted Jdisussion, K orJoners$tion, K #here$s the 5e6inine so$ps produed only J!ossipK $t the leel o5J#h$tDs h$ppenin! to Ber$ in the ne:t episodeK <+ulloh $nd Mor$n 198; 23;=.

-282-

+his Jo66on-senseK ie#, 5or $ll its !ender politis, th$t #h$t h$ppens on the ne#s isdeter6ined by 5$t, #here$s #h$t h$ppens in $ so$p oper$ is deter6ined by i6$!in$tion,is $ !ood enou!h pl$e to st$rt our inesti!$tion into the n$ture o5 teleision ne#s. +hene#s tells the story o5 the *ey eents o5 the l$st t#enty-5our hours. +his si6ple de5initionintrodues the ontr$ditions th$t #e sh$ll e:plore in this h$pter. For eents see6 to be p$rt o5 n$ture, #here$s the tellin! o5 stories $nd the seletion o5 the +ey eents $re le$rlyultur$l $tiities. +he 5irst stru!!le o5 ne#s is to i6pose the order o5 ulture upon the poly6orphous n$ture o5 Jthe re$l. K +he ne#s te:t is en!$!ed in $ onst$nt stru!!le toont$in the 6ulti5$rious eents $nd their polyse6i potenti$l #ithin its o#n onentions.For ne#s is $s onention$l $s $ny other 5or6 o5 teleision its onentions $re so po#er5ul $nd so uninspeted be$use the tyr$nny o5 the de$dline reGuires the speed $nde55iieny th$t only onentions 6$*e possible. +he type o5 stories, the 5or6s th$t they#ill t$*e, $nd the pro!r$6 struture into #hih they #ill be inserted $re $ll deter6inedlon! be5ore $ny o5 the eents o5 the d$y our. urin! the 5ored #ithdr$#$l o5 el!iu65ro6 the <then= el!i$n Con!o, $n 6eri$n ?ourn$list l$nded $t Lus$*$ $irport $nd, onseein! $ !roup o5 #hite #o6en #$itin! 5or e$u$tion, rushed oer to the6 #ith thel$ssi Guestion, JA$s $nyone here been r$ped, $nd spe$*s %n!lishHK Ais story h$d beenJ#rittenK be5ore l$ndin!, $ll he needed #$s $ 5e# lo$l det$ils.

+he popul$rity o5 the ne#s is deter6ined l$r!ely by its !eneri h$r$teristis #hih

onstitute the Jstr$te!ies o5 ont$in6entK #hih $tte6pt to ontrol Jre$lity. K n thish$pter sh$ll 6odel teleision ne#s $s $ onst$nt stru!!le bet#een these str$te!ies $ndthe disruptie 5ores th$t $re h$r$teristi o5 both Jthe re$lityK th$t ne#s re5ers to $ndthe soi$l di55erenes $6on!st its $rious $udienes.

□ The strategies of containment

+he ne#sDs #$y o5 6$*in! sense o5 the re$l $nd o5 ontrollin! its potenti$lly $n$rhi polyse6y 5ollo#s those t#o 5$6ili$r se6ioti $:es o5 the p$r$di!6$ti $nd thesynt$!6$ti. +he p$r$di!6$ti #or*s throu!h the proesses o5 seletion $nd$te!ori$tion, the synt$!6$ti throu!h o6bin$tion $nd n$rr$tii$tion.

□ Categori;ation

$ltun! $nd Ru!e <1973= su!!est th$t 5or $n eent to be dee6ed ne#s#orthy it should bereent, onern elite persons, be ne!$tie, $nd be surprisin!.

-283-



Reeny de6$nds th$t $ ne#s#orthy eent should h$e ourred #ithin the l$st t#enty-5our hours, $nd durin! th$t ti6e thin!s should h$e h$ppened th$t $n be seen $s $nori!in $nd $s $ point o5 $hiee6ent or losure. +here is little sense o5 ontinuous historyin ne#s, $nd 5e# re5erenes to preious eents. %en $n on!oin! story is diided intot#enty-5our hour sel5-ont$ined se!6ents reeny $nd se!6ent$tion $re 6utu$llysupportin! h$r$teristis.

n eent should onern elite persons. +his 6e$ns th$t the people in the ne#s #ill $ll be5$6ili$r, i5 not indiidu$lly, then $t le$st in their soi$l roles. Cert$in politi$l, o55ii$l,sportin!, $nd entert$in6ent people #ill be 5$6ili$r in their o#n ri!ht. n other $ses, theroles #ill be 5$6ili$r een i5 the indiidu$ls 5illin! the6 6$y $ry - the tr$de unionist, thedis$ster surior, the 6inority spo*esperson, the iti6. +he soi$lly po#er5ul tend to be5$6ili$r to us $s indiidu$ls, the po#erless or the oies o5 opposition $re 5$6ili$r 6$inly$s soi$l roles, #hih $re 5illed by $ $riety o5 5or!ett$ble indiidu$ls. +he elite, #ho$ppe$r repe$tedly, be$r the $u6ul$ted 6e$nin!s o5 their p$st $ppe$r$nes. e$usethese $re e6bodied in $n indiidu$l they $rry !re$ter se6ioti #ei!ht in ourindiidu$listi soiety th$n do the $u6ul$ted 6e$nin!s o5 Jroles, K suh $s unionor!$nier, iti6, $nd so on. +he soi$l po#er o5 elite persons is undersored by the

n$rr$tie po#er th$t 5$6ili$rity on5ers.

"e#s ours in the publi sphere <#hih is #here elite people irul$te= r$ther th$n thedo6esti. +he do6esti $ppe$rs only #hen it is the site o5 e:tre6e or iolent ri6e, $nd$n thus be onstruted $s $ 6$tter o5 publi l$# $nd order. +he publi sphere is one th$tour soiety dee6s to be 6$suline $nd is thus peopled l$r!ely by 6en. "e#s is l$r!ely$bout Jthe 6$sulineK $nd $i6ed $t $ 6$le $udiene, so it is h$rdly surprisin! th$t ne#sstories $re strutured to proide $ point o5 n$rr$tie losure th$t $ppro:i6$tes th$t o56$suline 5ition$l n$rr$tie. "e#s stories h$e to i6pose $ losure upon the openness o5on!oin! eents reeny 6ust be te6pered by o6pletion.

"e#s is ne!$tie. 'h$t is ne# is #h$t disrupts the nor6$l. 'h$t is $bsent 5ro6 the te:to5 the ne#s, but present $s $ po#er5ul 5ore in its re$din!, $re the unspo*en $ssu6ptionsth$t li5e is ordin$rily s6ooth-runnin!, rule- $nd l$#-$bidin!, $nd h$r6onious. +hesenor6s $re o5 ourse presriptie r$ther th$n desriptie, th$t is, they e6body the sense o5#h$t our soi$l li5e ou!ht to be r$ther th$n #h$t it is, $nd in doin! this they e6body theideolo!y o5 the do6in$nt l$sses. +his sin!ul$r $te!ory o5 Jthe $bnor6$lK 6e$ns, 5ore:$6ple, th$t 6urder $nd $n industri$l dispute $n be seen $s si6il$rly disruptie, $nd theoneptu$l str$te!ies th$t en$ble the ne#s $nd its re$ders to onstrut si6il$r #$ys o5underst$ndin! suh $pp$rently disp$r$te eents $re $n i6port$nt p$rt o5 its ideolo!i$l pr$tie.

+he unst$ted, ideolo!i$l nor6s #hih 6$*e this oneptu$l str$te!y possible $re thoseo5 our soiety. "e!$tie eents in $nother p$rt o5 the #orld do not be$r the s$6erel$tionship to these nor6s $nd $re there5ore re$d di55erently. +hird 'orld ountries $re,5or e:$6ple, onention$lly represented in #estern ne#s $s pl$es o5 5$6ines $nd n$tur$ldis$ster, o5 soi$l reolution, $nd o5 politi$l orruption. +hese eents $re not seen $sdisruptin! their soi$l nor6s, but $s on5ir6in! ours, on5ir6in! our do6in$nt sense th$t#estern de6or$ies proide the b$sis o5 li5e 5or eeryone, $re st$ble, $nd 5$irly $ndhonestly !oerned. 'hen dei$tions 5ro6 these nor6s our in our o#n ountries they





Con5lit is $s i6port$nt in 6$*in! $ !ood ne#s story $s it is in 6$*in! $ !ood 5ition,$nd its rel$tionship to the soi$l syste6 is si6il$r. "e#s $lues $nd 5ition$l $lues ste65ro6 the s$6e soiety, they both be$r the s$6e need to be popul$r, $nd it is not surprisin!th$t they $re 5und$6ent$lly si6il$r. 'e #ill e:plore 6ore o5 these si6il$rities in thish$pter <see J"e#s n$rr$tie, K p. 293=.

t is perh$ps p$r$do:i$l th$t $ onention o5 ne#s should be its Jsurprisin!ness. K utthe tension bet#een the predit$bility o5 the onentions $nd the $ssu6edunpredit$bility o5 Jthe re$lK de6$nds so6e reo!nition. +he #hole oper$tion o5 ne#s!$therin! $nd reportin! resists this unpredit$bility, 5or ne#s stories $re essenti$lly pre#ritten $ll th$t the reporter does is 5ill in lo$l det$ils. +his onention$li$tion o5 there$l 6ust neer be $*no#led!ed, ho#eer, 5or to do so #ould e:pose the tr$nsp$reny5$ll$y. (urprisin!ness is there5ore $lued $s $ si!n th$t the unpredit$bility o5 the re$ltriu6phs oer the onention$lity o5 ne#s, th$t it is, 5in$lly, re$lity th$t deter6ines thene#s. (urprisin!ness is $ neess$ry bed5ello# to the belie5 in the ob?etiity o5 the ne#s.

□ S/categories

+he pri6$ry l$ssi5i$tion, #hose riteri$ h$e been outlined $boe, is th$t o5 ne#s ornot-ne#s. @ne $n eent or person h$s been seleted $s ne#s#orthy, $ 5urther$te!ori$tion t$*es pl$e <the seGuene o5 the leels o5 $te!ori$tion is $n$lyti$l, nothronolo!i$l=. A$rtley <1982 38-9= su!!ests th$t ne#s is subdiided into the 5ollo#in!$te!ories politis, the eono6y, 5orei!n $55$irs, do6esti ne#s, o$sion$l stories, $ndsport. 'e 6$y #ish to 6odi5y these $te!ories, 5or inst$ne, by $ddin! the $te!ory o5entert$in6ent, or by diidin! Jdo6esti ne#sK <$s A$rtley does= into the Jh$rdK - storieso5 on5lit $nd ri6e in the publi sphere - $nd the Jso5tK - #$r6 he$rted or hu6$n-interest stories. (i6il$rly, #e 6$y #ish to 6$*e $ sub$te!ory o5 Jindustri$lK ne#s#ithin Jthe eono6y. K +he $tu$l $te!ories the6seles $re not h$rd $nd 5$st, but $reindi$tie it is the proess o5 $te!ori$tion $s $ 6$?or sense-6$*in! $t th$t is the point

$t issue. C$te!ori$tion onstruts $ oneptu$l !rid #ithin #hih Jr$#K eents $n beinst$ntly lo$ted $nd thus inserted into $ 5$6ili$r set o5 oneptu$l rel$tionships.C$te!ories $re nor6$liin! $!ents. +hey $lso sere $s si6ple but e55etie struturin! priniples 5or the buildin! o5 ne#s pro!r$6s. Jndustri$l $55$irsK or J5orei!n $55$irsK$te!ories $re used to !roup stories $nd to pl$e the6 in the onention$l seGuene o5 thene#s 5lo#. +hese !roupin!s $re p$rt o5 the str$te!y by #hih ne#s 6$s*s its soi$l proess o5 represent$tion $nd presents itsel5 $s ob?etie, $s drien by eents in Jthe re$l.K +hus JindustryK $nd J5orei!n $55$irsK $ppe$r to be e6piri$l $te!ories b$sed in n$ture,yet their oper$tion is hi!hly ideolo!i$l. story o5 $n industri$l dispute $ppe$rs to ben$tur$lly, r$ther th$n ideolo!i$lly, lin*ed #ith one on e6ploy6ent or 5$llin! e:ports.(i6il$rly stories on $ 5$6ine in northern 5ri$, politi$l orruption in "i$r$!u$, riots in

en!$l, $nd !uerrill$ $tiity in ndonesi$ $ll $ppe$r to be n$tur$lly lin*ed $s p$rt o5J5orei!n $55$irs. K uttin! the6 in one $te!ory inites the re$der to underst$nd the6 inter6s o5 their si6il$rities r$ther th$n their di55erenes, $nd the si6il$rities, in both theindustri$l $nd 5orei!n e:$6ples, 6$*e $ sense th$t seres the interests o5 the #estern bour!eoisie.

-28;-





(p$ti$lly positioned 5urther $#$y $nd disursiely subordin$ted is the reporter, #ho si!nso55 $s both $n indiidu$l $nd $n institution$l oie. AerI his 5untion is to 6edi$te bet#een Jr$# re$lityK $nd the 5in$l truth spo*en by the ne#s re$der. i55erent reporters$n 6$*e di55erent ontributions to the s$6e JtruthK they need indiidu$l si!n$tures soth$t their JtruthsK $ppe$r sub?etie, Jno6in$tedK <$rthes 1973, see p. 290= $ndthere5ore lo#er in the disursie hier$rhy th$n the JtruthK o5 the ne#s re$der. Furthest5ro6 the studio, both !eo!r$phi$lly $nd disursiely, is the eye#itness, the inoledspo*esperson, the $tu$lity 5il6, the oies th$t $ppe$r to spe$* the re$l, $nd th$tthere5ore need to be brou!ht under disursie ontrol. +here is $ it$l ontr$dition here.+he JtruthK e:ists only in the studio, yet th$t JtruthK depends 5or its $uthentiity upon theeye#itness $nd the $tu$lity 5il6, those piees o5 Jr$# re$lityK #hose 6e$nin!s $re$tu$lly 6$de by the disourse o5 the studio, but #hose $uthenti$tin! 5untion $llo#sth$t disourse to dis!uise its produtie role $nd thus to situ$te the 6e$nin!s in the eentsthe6seles. +his J$tu$lityK 5il6, o5 ourse, is 5reGuently not o5 the eents desribed inthe sript, but 6$y be 5ile t$pe 5ro6 the libr$ry, or 5oot$!e shot so6e ti6e $5ter the eentsourred. +hus $ story o5 politi$l *idn$ppin!s in Leb$non #$s, on the C ne#s o5/$nu$ry 23, 1987, J$uthenti$tedK by 5il6 o5 $n ordin$ry, pe$e5ul eirut street #h$t6$ttered #$s not the ontent o5 the 5il6, but its $uthenti$tin! 5untion. Repressin! the

ontent o5 the 5il6, #hih ontr$dited the 6e$nin!s !ien to Jthe Middle %$stK by thestory, is $nother typi$l e:$6ple o5 ne#sDs str$te!ies o5 ont$in6ent $t #or*.

-288-

Cl$#b$* then is the proess by #hih potenti$lly disruptie eents $re 6edi$ted into thedo6in$nt $lue syste6 #ithout losin! their $uthentiity. +his $uthentiity !u$r$ntees theJtruthK o5 the interpret$tion th$t this 6edi$tin! inoles $nd thus $llo#s, p$r$do:i$lly,th$t #hih h$s been interpreted to present itsel5 $s ob?etie. @b?etiity is theJun$uthoredK oie o5 the bour!eoisie. <(ee J%:no6in$tionK in h$pter 3, $nd p. 290. =

A$nd in !loe #ith ob?etiity !o $uthentiity $nd i66edi$y. oth these lin* ne#s$lues in p$rtiul$r #ith Gu$lities o5 teleision in !ener$l. For $uthentiity lin*s #ithre$listiness, $nd i66edi$y #ith Jno#nessK or Jlieness, K both o5 #hih $re entr$l tothe e:periene o5 teleision. n ne#s, both #or* to pro6ote the tr$nsp$reny 5$ll$y $ndto 6$s* the e:tent o5 the onstrution or interpret$tion th$t ne#s inoles.

66edi$y is used not only to 6$s* the prodution o5 ne#s but $lso to pro6oteteleision oer the press $nd to diert $ttention 5ro6 its 6e$ns o5 !$therin! $nddistribution. "e# distribution tehnolo!ies, p$rtiul$rly those o5 the s$tellite, h$een$bled the inst$nt$neous distribution o5 ne#s oer the #hole #orld. +he inst$nt$neityi6plies th$t there h$s been no ti6e 5or editori$liin! or re#or*in!, th$t teleision brin!s

us eents-$s-they-h$ppen. (o teleision h$nnels o5ten pro6ote their ne#s pro!r$6s inter6s o5 their i66edi$y.

+his e6ph$sis on speed h$s $nother ideolo!i$l e55et. +his is to diert $ttention $#$y5ro6 the 5$t th$t s$tellites $re ery e:pensie 6e$ns o5 distribution $nd th$t only l$r!e6ultin$tion$l ne#s orpor$tions $n $55ord to h$e re!ul$r $ess to the6. "e#s is proessed into ti!ht s$tellite p$*$!es to be sold in eery orner o5 the #orld. +he stresson speed $nd i66edi$y dierts $ttention 5ro6 the o66odi5i$tion o5 ne#s #hose



riteri$ o5 prodution $nd seletion $re deter6ined by the 6ultin$tion$l orpor$tions suh$s "e#s Li6ited. "e#s !$therin! is $s e:pensie $s ne#s distribution, so poorer +hird'orld ountries o5ten 5ind the6seles drien by eono6i 5$tors to buy J#hiteK ne#s o5the6seles or o5 their nei!hbors.

-289-

□ E4nomination and inoc/lation

+here $re $ nu6ber o5 te:tu$l deies o5 ne#s th$t $n be thou!ht o5 $s the t$tisthrou!h #hih the str$te!ies o5 ont$in6ent $re $pplied. +he Ji6person$lK $uthority o5the #ords o5 the studio ne#s re$der onstruts $ 5r$6e#or* o5 ob?etiity #ithin #hihthe #ords $nd i6$!es #hih onstitute other leels o5 reportin! $re situ$ted.

+he i6person$l ob?etiity o5 this disourse J!u$r$nteesK its truth it is $n e:$6ple o5 theideolo!i$l pr$tie th$t $rthes <1973= $lls Je:no6in$tionK <see h$pter 3=.%:no6in$tion is the e$u$tion o5 $ onept 5ro6 the lin!uisti syste6 #ith its strutureo5 di55erene $nd $ltern$ties. +h$t #hih is e:no6in$ted $ppe$rs to h$e no $ltern$tie$nd is thus !r$nted the st$tus o5 the n$tur$l, the uniers$l, or th$t-#hih-$nnot-be-h$llen!ed. +hus, in the ne#s story $n$lyed belo#, the union ie# o5 the dispute isnominated but th$t o5 the 6$n$!e6ent is e<nominated$

+he di55erenes bet#een the t#o $re Guite le$r in both ision $nd sound. Bisu$lly, theunion spo*espersons $re sho#n $s indiidu$ls, their n$6es $nd union positions $re !ienin subtitles, $nd $ shot o5 their union b$d!e on their o55ie door 6erely underlines the proess. +he 6$n$!e6ent point o5 ie#, ho#eer, is e:no6in$ted. +here is nospo*esperson, inste$d it is the Job?etieK oie o5 the ne#s re$der #hih spe$*s the6$n$!e6ent sense. @n the sound tr$*, or in the ne#s sript, the di55erene is 6oresubtle, but eGu$lly, i5 not 6ore, si!ni5i$nt. +he di55erene bet#een the t#o soi$l oies

is e6bodied in the di55erene bet#een the !r$66$ti$l oies o5 $tie $nd p$ssie. +he$tie oie h$s $ no6in$ted sub?et $nd is thus $ppropri$tely used 5or union $tions. Fore:$6ple, J+he union e:eutie #$s 6$ppin! out str$te!yK or Jssist$nt seret$ry /$*M$r*s told the 6en the issue stru* $t the ore o5 unionis6. K @n the other h$nd,6$n$!e6ent neer $ppe$rs $s $n $!ent in the on5lit, its $tions $re desribed in the p$ssie oie or i6person$l 6ode JMr u*e ould be reinst$ted i66edi$telyK or Jeo55u*e, #hose dis6iss$l $t ort Aedl$nd, 5or $lle!ed 6isondut, tri!!ered the stri*e. K+he no6in$tion o5 the union oie $d6its th$t $ltern$tie ie#points $re possible $ndthus disredits its st$tus the e:no6in$ted 6$n$!e6ent oie, ho#eer, is !ien the st$tuso5 truth. +he proess o5 no6in$tion is $ t$ti o5 M$C$beDs hier$rhy o5 disourses <seeh$pter 3=. "o6in$tin! disourses pl$es the6 lo# in the hier$rhy $nd thus lienses

the6 to spe$* opposition$lly or r$di$lly. +he e:no6in$ted 6et$disourse, ho#eer,spe$*s the 5in$l Jtruth, K $!$inst #hih the p$rti$lity o5 the subordin$ted disourses $n be $ssessed. "o6in$tin! disruptie disourses $nd e:no6in$tin! th$t o5 soi$l ontrol is$ o66on t$ti o5 se6ioti $nd ideolo!i$l ont$in6ent.

%Gu$lly o66on is the t$ti o5 Jinoul$tionK <$rthes 1973 see h$pter 3=. n this6et$phor $rthes li*ens the soi$l body to the physi$l body. Liter$lly, inoul$tion is the proess in #hih the physi$l body t$*es into itsel5 $ ontrolled dose o5 $ dise$se th$t



thre$tens it in order to stren!then its de5enses $!$inst th$t dise$se. Fi!ur$tiely, the6et$phor re5ers to ne#sDs onention o5 $llo#in! r$di$l oies $ ontrolled 6o6ent o5speeh th$t is no6in$ted $nd inserted into the n$rr$tie in suh $ #$y $s to ensure th$t thesoi$l body is stren!thened $nd not thre$tened by the ontr$st bet#een it $nd the r$di$l.+he tr$nsript o5 $ +B ne#s story !ien on pp. 29;-301 ont$ins e:$6ples o5 bothe:no6in$tion $nd inoul$tion.

-290-

□ 'etaphor

"e#s, $s $ 5or6 o5 re$lis6, is !ener$lly onsidered to #or* throu!h 6etony6y <Fis*e1982=, th$t is, by $ $re5ul seletion o5 people $nd inidents th$t st$nd 5or $ 6oreo6ple: $nd 5uller ersion o5 re$lity. ut p$r$do:i$lly <$nd the ne#s is 5ull o5 p$r$do:es= the ob?etiity o5 ne#s is 5reGuently oneyed in l$n!u$!e th$t is6et$phori$l r$ther th$n liter$l. Nnli*e liter$ture, ne#s stories use 6et$phors th$t $re soonention$l th$t they h$e beo6e lihVs $nd their 6et$phori$l n$ture is onseGuentlyunreo!nied. lihV is $ piee o5 disourse th$t is 5reGuently repe$ted be$use it be$rs$ p$rtiul$rly lose rel$tionship #ith the do6in$nt ideolo!y. lihV is $ onention ine<tremis $nd it is this e:essie onention$lity th$t is the *ey to de5usin! the p$r$do:.JLiter$lK l$n!u$!e is no better th$n 6et$phori$l l$n!u$!e $t oneyin! re$lity, 5orJre$lityK <or #h$t p$sses 5or it in $ny !ien soiety= is $ produt o5 the do6in$ntdisourse. t is this ie# th$t en$bles Fou$ult to $r!ue th$t the distintion bet#een liter$l$nd 5i!ur$tie disourse is unprodutie $ll l$n!u$!e is 5i!ur$tie $nd no l$n!u$!e $n be$r the ob?etie rel$tion to $n e6piri$l re$lity th$t the desription Jliter$lK i6plies.

Met$phors, then, $re not liter$ry deor$tion or sti6ul$nts to the indiidu$l i6$!in$tion, but $re #idespre$d $nd b$si sense-6$*in! 6eh$nis6s. 6et$phor e:pl$ins theun5$6ili$r in ter6s o5 the 5$6ili$r $nd is thus $ onention$liin! $!ent. Follo#in!

L$*o55 $nd /ohnson <1980=, Mu6by $nd (pit$* <198= 6$de $ study o5 the l$n!u$!e o5teleision ne#s in si: politi$l stories on three N( net#or*s $nd 5ound $ !r$nd tot$l o51; 6et$phors.

+$ble 1.1 sho#s th$t #$r #$s the o66onest 6et$phor 5or desribin! politis, 5ollo#ed by sport $nd dr$6$. M$*in! sense o5 politis by 6et$phors o5 #$r or sport onstruts politis $s $ on5lit bet#een p$rties $nd not $s $ publi sphere serin! the !ood o5 then$tion. Nsin! the 6et$phor o5 dr$6$ 6$*es sense o5 it $s $ Jst$!eK upon #hih t$lentedindiidu$ls Jper5or6K $s st$rs.

-291-

Tale 131 &ccurrece of the 'rici'al meta'hors i si( e)s stories

Politics is war Politics is a game Politics is a drama Total

'C( (en$te ote 3 30 9 74

@%C ne!oti$tions 4 3 1 8

in! Aussein 21 ; 32

'hite Aouse poliy 19 0 24



Politics is war Politics is a game Politics is a drama Total

Re$!$n bud!et poliy 8 4 2 14

d6inistr$tion 5eud 9 1 3 13

+ot$l 9; 48 21 1;

+he ori!ins o5 these lihV 6et$phors lie in the institution$l disourse sh$red bet#een the

ne#s, the ie#ers, $nd, o5 ourse, the politii$ns. 'e should not Guestion the $ur$y o5suh 6et$phors in ter6s o5 $ssessin! ho# $ppropri$tely they desribe the #$y th$t politii$ns $tu$lly beh$e, 5or suh Guestions presu6e th$t politii$nsD beh$ior preedes, $nd is independent o5, the disourse by #hih they $re represented. t is 6ore produtie to !r$nt disourse $ 6ore 5or6$tie role the disourse is o66on to ne#s produers $nd onsu6ers, #hih o5 neessity inludes politii$ns, $nd so the disourse5or6s the #$y politii$ns see the6seles $nd their $tions $nd thus pl$ys $n $tie role insh$pin! those $tions.

Conention$lied 6et$phors 6$*e o66on sense. L$*o55 $nd /ohnson <1980= h$esho#n, 5or e:$6ple, ho# #idespre$d is the 6et$phor th$t Jti6e is 6oney. K +he

ordin$riness o5 phr$ses suh $s Js$in!K or J#$stin! ti6e, K o5 Jspendin!K ti6e iseidene o5 ho# #ell the 6et$phor seres the ideolo!y o5 the rotest$nt #or* ethi#ithin $pit$lis6.

+he ustr$li$n ne#s story $n$lyed on pp. 29;-301 sho#s $ typi$l use o5 6et$phor inne#s. Aere it is not politis but $n industri$l dispute #hih is represented by the6et$phor o5 #$r. +he e55et o5 this is to onstrut the 6$n$!e6ent $s Jus, K $nd theunions $s Jthe6, K the hostile in$ders, $nd to deny $ny sense th$t soiety is o6posed o5$ series o5 le!iti6$te $nd neess$ry on5lits o5 interest th$t $nnot be properlyunderstood 5ro6 one point o5 ie# only. +hese on5lits our within soiety, $nd not bet#een us $nd $n $lien. +he 6et$phor o5 #$r de5ines unionis6 $s non-ustr$li$n $nd

dele!iti6$tes the h$llen!e it poses to the bour!eoisie its lihVd inisibility !ies to thisonstrution the st$tus o5 ob?etie re$lity. +he 6et$phor is Je:no6in$ted. K t is not, li*e$ liter$ry one, 5ore!rounded $nd $sribed to $ n$6ed $uthor, but is p$rt o5 $ onention$ldisourse #hose onentions ori!in$te 5ro6 $ soi$l lo$tion, not 5ro6 $n indiidu$li6$!in$tion.

+his sort o5 6et$phor h$s none o5 the sel5-$#$reness or e:ess o5 the bees honey-5lo#ers6et$phor in the !art to !art se!6ent disussed in h$pter ;. +he lihVd 6et$phors o5the ne#s do not dr$# $ttention to the6seles $s sense-6$*in! deies they #or* to lose6e$nin!s do#n r$ther th$n open the6 up $nd thus #or* Guite di55erently 5ro6 6et$phorsin poetry or the sel5-p$rodi e:essie 6et$phor in !art to !art$

-292-

□ #e9s narrative

+he $te!ori$tions $nd te:tu$l deies th$t ontrol the sense o5 ne#s $re $ll e6bedded in$ n$rr$tie 5or6. n h$pter 8 #e outlined +odoroDs $ount o5 the b$si n$rr$tiestruture in #hih $ st$te o5 eGuilibriu6 is disrupted, the 5ores o5 disruption $re #or*ed



throu!h until $ resolution is re$hed, $nd $nother st$te o5 eGuilibriu6 is $hieed #hih6$y di55er 5ro6 or be identi$l to the 5irst. +his onstitutes the b$si struture o5 $teleision ne#s story, ?ust $s it does o5 $ sito6 or $ op sho#. n $ll three !enres the 5in$lst$te o5 eGuilibriu6 is identi$l to, or $t le$st losely $ppro:i6$tes, th$t o5 the 5irst $nd tothis e:tent the 5or6 is re$tion$ry or onser$tie.

+he 6$in n$rr$tie ener!y in ne#s, $s in other stories, lies in the entr$l setion in #hihthe 5ores o5 disruption $re e:plored $nd their on5lit #ith the soi$l order is en$tedthe ideolo!i$l ener!y, ho#eer, is e:pended in the resolution o5 this on5lit $nd itsrel$tionship to the st$tus Guo e6bodied in the openin! $nd losin! st$tes o5 eGuilibriu6.n ne#s stories the openin! st$te o5 eGuilibriu6 per5or6s its ideolo!i$l #or* throu!h its$bsene it is the unspo*en nor6 #hose st$tus $s the t$*en-5or-!r$nted o66on senseobi$tes $ny need to $rtiul$te it. For A$ll <1984= the ideolo!i$l #or* per5or6ed by the5or6 o5 ne#s stories is 6ore i6port$nt th$n $ny notion o5 ontent

+hose stories, or r$ther those #$ys o5 tellin! the stories, #rite the ?ourn$lists. +he stories$re $lre$dy l$r!ely #ritten 5or the6 be5ore the ?ourn$lists t$*e 5in!ers to type#riters or pen to p$per. . . .

Let 6e 6$*e the point th$t i5 you tell $ story in $ p$rtiul$r #$y you o5ten $ti$te6e$nin!s #hih see6 $l6ost to belon! to the sto* o5 stories the6seles. 6e$n youould tell the 6ost dr$6$ti story, the 6ost !r$phi $nd terrible $ount o5 $n eent buti5 you onstrut it $s $ hildrenDs story you h$e to 5i!ht ery h$rd not to #ind up #ith $!ood endin!. n th$t sense those 6e$nin!s $re $lre$dy one$led or held #ithin the 5or6so5 the stories the6seles. For6 is 6uh 6ore i6port$nt th$n the old distintion bet#een5or6 $nd ontent. 'e used to thin* 5or6 #$s li*e $n e6pty bo:, $nd itDs re$lly #h$t you put into it th$t 6$tters. ut #e $re $#$re no# th$t the 5or6 is $tu$lly p$rt o5 the ontento5 #h$t it is th$t you $re s$yin!. <p. 7=

-293-

+he ontent o5 ne#s stories #ill neess$rily $ry 5ro6 d$y to d$y, but their onst$nt 5or6is one o5 their rui$l str$te!ies o5 ont$in6ent $nd is o66on to both 5ition $nd ne#s.A$ll <1984= beliees th$t

#e 6$*e $n $bsolutely too si6ple $nd 5$lse distintion bet#een n$rr$ties $bout the re$l$nd the n$rr$ties o5 5ition. nd you $n 5ind th$t in the ne#s the ne#s is 5ull o5 littlestories #hih $re ery si6il$r to #$r ro6$nes. nd so there isnDt, thin*, $ny #$y o5si6pli5yin! th$t rel$tionship bet#een re$lity $nd 5ition. <p. ;=

+he +B net#or*s o5ten e:ploit this inre$sin!ly unert$in rel$tionship. Feuer <198;=!ies t#o e:$6ples o5 the ne#s $nd 5ition bein! e:pliitly inter#oen. n one, $ ne#site6 $bout olle!e students ritu$listi$lly #$thin! ynasty #$s bro$d$st $s $ pro6odurin! ynasty $nd $s $n ite6 in the ne#s th$t 5ollo#ed.

(i6il$rly, 5ollo#in! $ Jtr$u6$ dr$6$K on teen suiide, the eleen oDlo* ne#s$nnouned $nd subseGuently presented Je:pertK psyholo!i$l $die on ho# toreo!nise suiid$l tendenies in JyourK hildren. <p. 10=



t is in the interests o5 the +B net#or*s to 6$*e the dr$6$ $ppe$r 6ore re$l, 5orJre$listinessK is entr$l to the ideolo!y o5 $pit$list soieties $nd thus so i6port$nt in there$din! pr$ties in the6. ut they $re only $ble to e:ploit the si6il$rity be$use Jne#sKis $ disourse, $s is 5ition, $nd ne#s #or*s throu!h stories th$t 6$*e sense o5 re$lity in ?ust the s$6e #$y $s do 5ition$l stories.

+his blurrin! o5 the distintion bet#een 5ition $nd re$lity is $lso seen in the ne#sDstre$t6ent o5 h$r$ter. Cle$rly the ne#s is peopled by re$l indiidu$ls, but in representin!eents throu!h people the ne#s is 5ollo#in! the onentions o5 l$ssi re$lis6, 5or it$ssu6es th$t the #$y to onstrut $n underst$nd$ble $nd $uthenti ersion o5 the re$l isthrou!h the $tions, #ords, $nd re$tions o5 the indiidu$ls inoled. (oi$l $nd politi$lissues $re only reported i5 they $n be e6bodied in $n indiidu$l, $nd thus soi$l on5lito5 interest is person$lied into on5lit bet#een indiidu$ls. +he e55et o5 this is th$t thesoi$l ori!ins o5 eents $re lost, $nd indiidu$l 6oti$tion is $ssu6ed to be the ori!in o5$ll $tion. +he story o5 $ stri*e $nd the story o5 !art to !art $re identi$l in this respet.

s in l$ssi re$lis6, the indiidu$ls #ho people the ne#s $re 5irst $re5ully seleted $ndthen $re5ully ontrolled by the #$y they $re inserted into the n$rr$tie struture.

li6ited r$n!e o5 people is !ien $ess to the ne#s, ery 5e# soi$l positions $re $llo#edto Jspe$*. K +he ritish !oern6ent, 5or inst$ne, uses the onept o5 Jthe n$tion$linterestK to Jpersu$deK the C th$t "orthern rish JterroristsK < sic= should not be$llo#ed to put their side o5 $ story in their o#n #ords. +he J$essed oiesK <A$rtley1982= spe$* 5ro6 $ li6ited r$n!e o5 soi$l positions, usu$lly those ont$ined #ithin thes$5e li6its o5 p$rli$6ent$ry de6or$y. Boies th$t $ppe$r too r$di$l $re not $llo#ed tospe$* diretly, but $re reported, th$t is, 6edi$ted, i5 their point o5 ie# is represented $t$ll.

-294-

+hese seletiely $essed oies $re ontrolled een 6ore by the #$y they $re #ritteninto the ne#s n$rr$tie. A$rtley <1982= 6$*es the produtie $n$lo!y bet#een the$essed oies o5 ne#s $nd di$lo!ue in $ noel

%en thou!h the di$lo!ue Jbelon!sK to the h$r$ters #ho spe$* it, it is produced by the$uthor. n teleision ne#s the s$6e priniple holds. 'h$teer $n indiidu$l h$r$ter6$y s$y, its 6e$nin! #ill be deter6ined not by his or her intentions or situ$tion, but bythe pl$in! o5 the interie# in the oer$ll onte:t o5 the story. <pp. 109-10=

+hus, in the story $n$lyed belo#, the tr$de unionist is only $llo#ed to spe$* $5ter then$rr$tie h$s onstruted hi6 $s the ene6yIill$in.

"e#s ontrols the 6ultio$lity o5 the re$l by n$rr$tie struture $nd $ $re5ul seletiono5 #hih oies $re $essed. +hese oies $re $l#$ys lo$ted #ithin 5$6ili$r soi$l roles- the politi$l le$der, the unionist, the tr$u6$ iti6, $nd so on. +hese soi$l roles $rethen or!$nied into n$rr$tie 5untions. ell <1983=, in his det$iled study o5 dru! storiesin print $nd teleision ne#s, !ies $ !ood e:$6ple o5 this proess $t #or*. Firstindiidu$ls #ere inserted into 5our 6$in soi$l roles polie $nd l$# en5ore6ent o55iers,soi$l $nd #el5$re #or*ers, dru! runners $nd de$lers, $nd dru! users. +hen these soi$l



roles #ere onstruted into the n$rr$tie 5untions o5 heroes, helpers, ill$ins, $nditi6s. ell onludes th$t the 6edi$

posit heroes $nd helpers $tin! on beh$l5 o5 the $d6inistr$tie $r6 o5 soiety in ?ust theri!ht proportion to $ll$y $ny e:essie thre$t th$t the ill$iny o5 r$*eteers $nd the#e$*ness o5 iti6s 6i!ht $rouse. <p. 118=

ell 5ound th$t these n$rr$tie $nd soi$l roles #ere typi$lly 5illed by the soi$l typesth$t e6body the s$6e ideolo!i$l $lues $s they do in 5ition. +hus the ill$ins <or dru!runnersIde$lers= #ere typi$lly not n!lo-($:on or, i5 they #ere, they h$d their si$n orL$tin onnetions stressed. (oi$l or r$i$l dei$ne is the si!n $nd e6bodi6ent o5 eilin ne#s $s in 5ition. +he iti6s $6e 5ro6 !roups o5 6ini6$l soi$l po#er - the youn!,#o6en, lo#er l$sses, the une6ployed, the lo# $hieers. +he thre$t th$t their #e$*ness posed #$s de5used by bein! lo$ted in $ position in the soi$l struture desi!ned to$o66od$te it. +he heroes #ere $tie in the 5i!ht $!$inst eil $nd tended to be o5soi$lly entr$l types, #here$s the helpers #ere less $tie $nd 6ore nurturin!, $nd 6i!ht be represented by soi$l types #ho 6edi$ted bet#een the heroes $nd the iti6s, $nd h$dh$r$teristis o5 both.

-29-

s A$ll <1984= points out, these 5or6$l h$r$teristis $re not ?ust $ 5$6ili$r 6old into#hih the be$rer o5 6e$nin!s, the ontent, is poured 5or6 $nd ontent 6$*e 6e$nin!to!ether $nd to sep$r$te the6 out is 5in$lly $n unprodutie e:erise. +hese stories $re pre#ritten, they J#riteK the ?ourn$lists, $nd their 6e$nin!s $re $lre$dy in irul$tion. nusin! their 5or6s, the ne#s is insertin! $pp$rently ne# or surprisin! eents into the5$6ili$r their 5$6ili$rity is entr$l to ne#sDs str$te!ies o5 ont$in6ent.

□ #e9s analysis

+o tr$e these str$te!ies o5 ont$in6ent $t #or*, let us loo* $t $ typi$l ne#s story inso6e det$il. (ho#n on Ch$nnel "ine "e#s, it onerns $n industri$l dispute in the (t$te%ner!y Co66ission <the (%C=, the proider o5 eletriity $nd !$s in erth, 'esternustr$li$. t #$s the eenin!Ds le$d story, $nd #$s 5ollo#ed by $nother Jindustri$lK one,this ti6e $bout risin! une6ploy6ent 5i!ures.

□ C*A##EL #I#E #E(S

"%'( R%%R, RN((%L@@RC +he F inesti!$tin! $ bo6b e:plosion on bo$rd $ ?u6bo ?et in

5li!ht bet#een /$p$n $nd A$#$ii.

+he 5$6ili$r ne#s re$der his indiidu$lityhoo*s the ie#er throu!h identi5i$tion $nd5$6ili$rity, but does not $55et the

i6person$lity <ob?etiity= o5 his #ords.

ood eenin!. s$tellite report 5ro6Aonolulu shortly. ut toni!htDs le$dreport is the end o5 the po#er stri*e.lso in the bulletin, ustr$li$Ds #orstune6ploy6ent 5i!ures on reord. ndin sport, '$lly.

satellite/ onnot$tion o5 i66edi$y,$uthentiity, speed

stri+e/ the hoie o5 the #ord i6plies union$!eny. (tri*in! is #h$t unions do $nd



6$n$!e6ent su55ers.

roupin! o5 dispute $nd une6ploy6entstories $n e$sily su!!est $ $use $nd e55etrel$tionship th$t i6putes bl$6e to theunions.

(@R+(C(+%R, 'LL)F@RM"

+h$n*s Russ. 'ell, B$l Co6in$h #ill$tte6pt to #in her 5i5th st$te !ol5 title $tthe Roy$l Fre6$ntle to6orro# $nd #e!o hobie $ttin! on (ydney h$rbour.$rry h$s the #e$ther.

+he Jhe$dlinesK 5ore!round the se!6entedn$ture o5 the ne#s $nd the stru!!le reGuiredto ont$in its potenti$l unruliness.

'%+A%RM", RR) RL

'ell, thereDll still be $ 5$ir bit o5 loud$round, 6$ybe one or t#o drops, but

#ouldnDt een #orry $bout t$*in! theu6brell$. Russ.

+he ne#s Jte$6K is $n $tte6pt to uni5y the5r$!6ented ne#s ite6s. A$rd ne#s is

disruptions to the nor6 - $ bo6b, $ stri*e,$nd une6ploy6ent $re eGu$lly disruptie.(o5t ne#s $nd sport re$55ir6 the nor6.

"%'( R%%R, RN((%L@@RC

+he ripplin! st$te#ide po#er stri*e#ill end $t 6idni!ht $nd the thre$t o55urther bl$*outs toni!ht is reedin! $s!ener$tin! st$tions be!in #indin! up to5ull $p$ity. +he dispute, #hih ost6illions o5 doll$rs in lost prodution, plun!ed one-third o5 the ity intod$r*ness $nd ontributed to the de$th o5$ pedestri$n in $ bl$*ed-out street, h$s been settled throu!h $ o6pro6ise.

crippling/ the onsu6er onstruted $siti6

blac+outs#$r 6et$phor

Conentr$tion on e55ets, not $uses, o5 the

stri*e, onstruts the re$der $s onsu6er-iti6, $ hostile ie#point 5ro6 #hih toJunderst$ndK union $tiity <onention$lne#s pr$tie=.

Con5lit <unions= . compromise <soi$lnor6=

R%@R+%R, /@A" C@LL( <B@C%-@B%R=

s (t$te %ner!y Co66ission st$55 b$ttled to *eep the po#er !ener$torsturnin!, hundreds o5 !ri6-5$ed stri*ers#ere 5ored to t$*e the st$irs to this6ornin!Ds seond 5loor 6eetin! $t theL$bour Centre.

battled/ on!oin! #$r 6et$phor (%C st$55$s heroes, unions $s ill$ins

grim;faced/ potenti$l ontr$ditions #ithisu$ls 5ition$l onention 5orrepresentin! ill$ins ta+e the stairs $ $ $ second floor meetings/ Job?etieK 5$ts,not o5 interest in the6seles, !u$r$ntee theJtruthK o5 the onstruted story 6or$l ?ud!6ent in the irony.



n $ ne$rby o55ie the union e:eutie#$s 6$ppin! out str$te!y 5or the6eetin! #ith its shop ste#$rds. 6on!the6 24-ye$r-old eo55 u*e, #hosedis6iss$l $t ort Aedl$nd, 5or $lle!ed6isondut, tri!!ered the stri*e.

Jno6in$tionK - isu$l $nd erb$l

mapping out strategy/ on!oin! #$r6et$phor, #hih i6plies lin*s #ith the bo6b-on-$irr$5t story stri*es $re in thes$6e oneptu$l $te!ory $s terroris6. +hesole 6ention o5 the $use o5 dispute - erynonspei5i o6p$red to its e55ets $use isindiidu$lied, 6$n$!e6ent

Je:no6in$tedK dismissal is u*eDs, not $n$t o5 6$n$!e6ent.

+he Jdisruptie eentK <+odoro= is the$lle!ed 6isondut o5 $ #or*er <5. JuniondutyK belo#=.

.lleged by #ho6H y e:no6in$ted6$n$!e6ent.

R%@R+%R, /@A" C@LL( <LB%(@N"=

Ao# does it 5eel to h$e bl$*ed outthe ity l$st ni!htH

ndiidu$li$tion o5 re$tion $ndresponsibility depolitiies the 6otie.

u*e Jno6in$tedK by isu$ls

/C MR( <N"@" (((+"+(%CR%+R)=

/ust le$e hi6 be, #ill you. 'e donDt

#$nt $ny in5l$66$tory disussions $tthis st$!e. 'eDre tryin! to resole this proble6. 5 $ny one #$nts to thro# $ bu*et o5 *erosene on the 5ire, #ellthey $n do it. ut th$tDs not our position. 'eDe !ot idiots rin!in! $ndthre$tenin! to shoot the lot o5 us $t the present ti6e.

roble6 o5 ont$in6ent is this inoul$tionor disruptionH +he struture o5 the story so5$r le$ds us to re$d this $s Jth$tDs #h$t the

ene6y #ould s$y, #e h$e to *no# their point o5 ie# in order to disount itK - $le$r e:$6ple o5 inoul$tion. ut itse55etiity is doubt5ul <see pp. 301-8=.

M$r*s Jno6in$tedK by isu$ls

R%@R+%R, /@A" C@LL( <B@C%-@B%R=

6id heers o5 $ppro$l, ssist$nt(eret$ry /$* M$r*s told the 6en theissue stru* $t the ore o5 unionis6, theri!ht o5 $ shop ste#$rd to do his unionduty.

Nnionists onstruted $s e6otion$l,d$n!erous ideolo!ues the lie 5il6I soundsho#s no heers. otenti$l ontr$dition

#ith the isu$ls #hih sho# the unionists $sordin$ry people-li*e-us. +he struture o5 thestory so 5$r h$s #or*ed to dele!iti6ie thisright$ 'h$t the union $lls Jhis union dutyKthe Job?etieK ne#s re$der, throu!hJl$#b$*, K h$s $lled J$lle!ed6isondut. K



ut he s$ed his tru6p $rd until l$ter. o6pro6ise de$l h$d $lre$dy beenh$66ered out #ith re6ier R$y

@DConnor. Mr u*e ould be reinst$tedi66edi$tely in $ reie# o5 the s$*in!.+he ote to !o b$* to #or* #$sun$ni6ous. ut i5 $ o6pro6ise h$d been so e$sy, #$s yesterd$yDs h$os soneess$ryH

trump card/ !$6e 6et$phor

been hammered out/ p$ssie 6ode deniesthe unions the po#er to $t positiely.

could be reinstated/ p$ssie 6odee:no6in$tes 6$n$!e6ent, #hih is neer6entioned $nd !r$66$ti$lly onstruted$s p$ssie the union $ppe$rs the $!ent o5disruption. +he restor$tie eent is the $to5 $ !oern6ent $!eny.

Con5lit o5 interest is i6plied to be $ unioninention the po#er o5 the bour!eoisie iss$id to #or* throu!ho6pro6iseIonsensus.

/C MR( <LB%=

+he ity #$s plun!ed into d$r*ness l$stni!ht be$use o5 6$n$!eri$l deisions by the (%C, not by us.

re the str$te!ies o5 inoul$tion $nd

e:no6in$tion enou!h to ont$in thisdisruptionH M$r*s is shot in e:tre6e lose-up - the ode o5 the ill$in <see p. 7=.

R%@R+%R, /@A" C@LL( <B@C%-@B%R=

+he 6en #ill be!in returnin! to #or*$5ter 6idni!ht, $nd $lthou!h po#errestritions $re still in 5ore, eerythin!should be b$* to nor6$l by 6ornin!.

/ohn Collis, Ch$nnel "ine "e#s.

resolution return to the s$6e st$te o5eGuilibriu6 $s $t the st$rt o5 the story

"%'( R%%R, RN((%L@@RC

n 5$t, the (t$te %ner!y Co66issions$ys it no# e:pets to be $ble to li5t the po#er restritions by $bout seenoDlo* this eenin! but onsu6ersh$e been $s*ed to #$it 5or the o55ii$l$ll-le$r $nd ontinue to onsere

po#er.

(%C $s heroes i6proin! on $n $lre$dy$ept$ble resolution. (%C $nd onsu6ers<i.e. the people= onstruted $s h$in!identi$l interests in Jde5e$tin!K the unions. But the unions $re $lso onsu6ersIpeople.+he 6$n$!e6ent point o5 ie# h$s, throu!he:no6in$tion, beo6e the ob?etie pointth$t ree$ls the JtruthK the 6$n$!e6ent isthe (%C the unions, p$r$do:i$lly, $re not.

"ource ond Medi$, erth, 'esternustr$li$.

-29;-

□ The forces of disr/ption



+he str$te!ies o5 ont$in6ent $re 6$ny, subtle, $nd tried $nd tested by ti6e. +hey $reessenti$lly 5or6$l h$r$teristis $nd thus be$r the brunt o5 the ideolo!i$l #or*. ut theintense need th$t the ne#s h$s 5or suh str$te!ies should not be seen 6erely $s eideneo5 the desire o5 the do6in$nt ideolo!y to i6pose $nd n$tur$lie itsel5, but $lso $seidene o5 the stren!th o5 the 5ores o5 disruption. y the 5ores o5 disruption 6e$nthose $spets o5 the te:t, o5 the re$l, $nd o5 the $udiene, #hih thre$ten the sense th$t isused to ont$in opposition$l, $ltern$tie, or unruly ele6ents.

-301-

+he soi$l e:periene th$t ne#s brin!s to us is itsel5 unruly its eents do not e$sily 5it theonention$l sh$pes $nd seGuenes th$t ne#s i6poses. +he JbitsK le5t out in the ne#sDs6etony6i seletion do not neess$rily st$y silent $nd inisible, but 6$y erupt $nddisrupt the s6ooth sur5$e o5 the n$rr$tie. A$rtley <1984$= de6onstr$tes ho# $ Cne#s story on $ shootin! in "orthern rel$nd tried to set the inident #ithin $ do6esti5r$6e#or*. +he story onstruted the iti6 $s husb$ndI5$ther, his $!e, 6$rit$l st$tus,nu6ber $nd n$6es o5 hildren #ere !ien, his ordin$ry house $nd nei!hbors #ere 5il6ed.ut durin! the 5il6in! o5 the house $nd interie#s #ith nei!hbors, $ 6ilit$ry heliopter

#$s hoerin! oerhe$d, its en!ine le$rly $udible on the sound tr$*. +he politi$l-6ilit$ry JsenseK o5 the inident disrupted the do6esti JsenseK th$t the story #$s proposin!. +he Jre$lK is too 6ulti5$eted, too ontr$ditory, to sub6it e$sily to theontrol o5 the ne#s onentions. +here is si6ply Jtoo 6uh re$lityK 5or it to be ont$ined.+he unruliness o5 the re$l $nd the se6ioti e:ess o5 teleision #or* to!ether to ensureth$t 6ultiple $nd ontr$ditory 6e$nin!s $n neer be 5in$lly ruled out. +heir disruptie5ores $re $l#$ys there, ho#eer 6$r!in$lied $nd silened, 5i!htin! $!$inst thestr$te!ies o5 ont$in6ent $nd $$il$ble 5or the $ppropri$te re$der.

'e h$e seen ho# hi!hly ne#s $lues the Jo: popK 5or its $uthentiity $nd i66edi$y, but these $lues $re inherently ris*y, their ontinuity #ith Jthe re$lK #or*s not only to

n$tur$lie $nd !u$r$ntee the proess o5 ob?eti5i$tion <see $boe= but $lso, onersely, todisrupt it. /$* M$r*sDs o66ent in the story $boe th$t Jthe ity #$s plun!ed intod$r*ness l$st ni!ht be$use o5 6$n$!eri$l deisionsK $nnot h$e all its opposition$litye$u$ted 5ro6 it by inoul$tion $nd n$rr$tie pl$e6ent. ndeed, its ery $uthentiity p$r$do:i$lly #or*s to enh$ne its i6p$t $nd thus to #or* $!$inst those str$te!ies. +he$uthentiity $nd i66edi$y o5 the o: pop neess$rily 6$*es it potenti$lly unruly $nddisruptie, $nd thus $$il$ble 5or opposition$l re$din!s by re$ders #hose soi$l positionis loser to /$* M$r*sDs th$n to the e:no6in$ted 6$n$!eri$l oie o5 the studio ne#sre$der.

Le#is <198= h$s sho#n ho# surprisin!ly ine55etie the n$rr$tie str$te!ies o5 ne#s

stories $re in i6posin! their struture $nd its $ssoi$ted 6e$nin!s upon the ie#ers. +heontent o5 $ lie Jo: popK se!6ent 6$de $ !re$ter i6pression on 6$ny o5 his sub?etsth$n did the studio-b$sed introdution $nd n$rr$tie struture #ithin #hih it #$sinserted. Le#isDs study o5 the ne#s $udienes sho#s us ho# li6ited is the po#er o5 thene#s onentions to i6pose their pre5erred 6e$nin!s $nd ideolo!ies upon the dierse$udienes th$t ne#s re$hes. n this bulletin there $re le$r ontr$ditions bet#een /$*M$r*sDs st$te6ent $nd the 6$in n$rr$tie str$te!ies o5 the rest o5 the story, $nd Le#isDs#or* sho#s us th$t een thou!h $ll the 5irepo#er $ppe$rs to be held by the ne#s





$hl!ren <198= l$ys 6ore stress on the di55erenes bet#een ie#ers to e:pl$in thedi55erenes in ne#s re$din!s. Ais rese$rh te$6 used the6seles $s sub?ets $nd tried tore$d the ne#s Jn$iely, K th$t is, in their eeryd$y soi$l roles. +hey o6p$red theseJre$din!sK #ith the ones they 6$de l$ter, in their roles $s rese$rhers #hen they $n$lyed$ reordin!, $nd 5ound, not surprisin!ly, l$r!e di55erenes bet#een the t#o sets o5re$din!s. Firstly they 5ound th$t their 6e6ories #ere een 6ore ine55iient th$n they h$de:peted they inst$ntly 5or!ot enor6ous $6ounts o5 in5or6$tion, $nd $6e up #ith erydi55erent re$din!s. More surprisin!ly, perh$ps, their $$de6i re$din!s $ried $s 6uh

Moreoer #e 5ound th$t the interpret$tion, the JsenseK o5 $ny !ien story, ould $ryonsider$bly bet#een us, een $5ter repe$ted study. +his h$d to do not only #ith the5r$6es o5 re5erene #e $pplied, our di55erent sto*s o5 *no#led!e, dispositions, h$ins o5$ssoi$tion, $nd so on, but $lso the J6ind setsK #ith #hih #e $ppro$hed the stories.For e:$6ple, i5 one o5 us h$ppened to be on the $lert 5or the 6ess$!e di6ensions #hilethe other #$s 6ore orient$ted to#$rds e:perienin! the isu$ls, our respetie Jre$din!sKould be Guite di55erent. <p. 237=

+he ne#s is $ 6ont$!e o5 oies, 6$ny o5 the6 ontr$ditory, $nd its n$rr$tie struture

is not po#er5ul enou!h to dit$te $l#$ys #hih oie #e should p$y 6ost $ttention to, or#hih oie should be used $s $ 5r$6e#or* by #hih to underst$nd the rest.

"e#s is not uniGue in this. $rthes <197$= su!!ests th$t $ll n$rr$ties $re $ninter#e$in! o5 di55erent oies $rried by the 5ie odes, $nd th$t there $n be no 5in$lhier$rhi$l order $6on!st the6. t $ny one re$din!, $ny one oie 6$y spe$* 6oreloudly th$n the rest. +he odes th$t be$r these oies $re the 6e$ns by #hih the te:t isin$ded by other te:ts, by soi$l e:periene o5 Jli5e $s ultureK <p. 21=. /$* M$r*sDsst$te6ents #or*in! in $rthesDs re5erenti$l ode <see h$pter 8= 6$y be in$ded by ourte:tu$l e:periene o5 other unionists on the 6edi$, o5 other 6edi$ stories o5 industri$ldisputes. For students o5 the 6edi$, they 6$y be in$ded by the $n$lyti$l $nd riti$l

oies o5 seond$ry te:ts suh $s those o5 l$s!o# Medi$ roup. For others #ith direte:periene o5 industri$l disputes, either 6$n$!eri$l or union e:periene, their Jli5e $sultureK #ill in$de the te:t their oners$tions $nd !ossip, $s terti$ry te:ts, #ill be re$d b$* into the ne#s itsel5. Codes, 5or $rthes, $re brid!es by #hih $ diersity o5te:tu$lIsoi$l e:periene !$ins $ess to the pri6$ry te:t $nd 6$*es it 6e$nin!5ul $t the6o6ent o5 re$din!. +his de-ori!in$tes the te:t in t#o senses it sho#s th$t the te:t-$s-6e$nin! is produed $t the 6o6ent o5 re$din!, not $t the 6o6ent o5 #ritin!, $nd it t$*es$#$y 5ro6 th$t te:t the st$tus o5 bein! the ori!in$tor o5 th$t 6e$nin!. +he 6e$nin!s pree:ist the te:t in ulture, $nd the te:t is $ 6ont$!e o5 Guot$tions 5ro6 #h$t h$s $lre$dy been s$idIthou!htIrepresented. 5 this is $n $ppropri$te desription o5 $ noel $pp$rentlyori!in$tin! in the i6$!in$tion o5 $ n$6ed $uthor, it is een 6ore obiously $n

e:pl$n$tion o5 the $pp$rently un$uthored or 6ulti-$uthored ne#s, #hih l$ys no l$i6 tothe uni5yin! $tion o5 $ sin!le i6$!in$tion, but inste$d 5l$unts the diersity o5 the #orldth$t it oers $nd re$tes #hile hidin! the $uthori$l proess o5 n$rr$tiiin! it.

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$rthes does not theorie the role o5 the soi$l lo$tion o5 the re$der in openin! up the polyse6y o5 the te:t, but he does de6onstr$te in det$il the e:tent o5 the #or* the re$der



h$s to per5or6 to 6$*e the te:t 6$*e sense. nd the re$derDs e:periene o5 theonentions o5 ne#s is only $ o6p$r$tiely s6$ll p$rt o5 the ultur$l Jtr$inin!K th$tunderlies this proess.

+he stron!ly 6$r*ed se!6ent$tion o5 the ne#s $lso 5i!hts $!$inst the struture !ien byits n$rr$tie $nd #or*s to open up its 6e$nin!s. +he ollisions, the l$* o5 the l$#s o5$use $nd e55et, $nd the surprisin! ontr$ditions re6$in the 6$ni5est h$r$ter o5 thene#s despite $ny l$tent ideolo!i$l oherene. roupin! o5 stories into Jpoliti$l, KJindustri$l, K J5orei!n, K $nd so on is $n $tte6pt to 6ini6ie these ollisions but is o5li6ited str$te!i e55et. (e!6ent$tion is not only $ struturin! priniple o5 the bulletinitsel5, but it #or*s $lso on $ 6iro leel within stories, $s #ell $s bet#een the6. +hus the(%C dispute story is o6posed o5 $ nu6ber o5 se!6ents - the studio o66ents, the prep$r$tion 5or the 6eetin!, the 6eetin! itsel5, M$r*sDs $ddress to $6er$, $nd so on. +hen$rr$tie 6$y h$e $tte6pted to put these in $ hronolo!i$l $nd se6ioti order, but itould neer 5in$lly dis!uise the 6ont$!e th$t is $ ontr$ditory, $nd 6ore open,struturin! priniple.

t is di55iult to e:tr$pol$te preisely 5ro6 $ piee o5 ethno!r$phi rese$rh to $nother

situ$tion, but the #or* o5 Le#is $nd $hl!ren does proide eidene in support o5$rthesDs theoriin! o5 the te:t $s $ onstrut o5 the re$der. ut neither o5 these $uthors!oes on to see the ne#s te:t $s the site o5 $ stru!!le 5or 6e$nin!, $nd #e 6ust be#$re o5$llo#in! the ethno!r$phi perspetie on $ sin!le e6piri$l 6o6ent to e$u$te this6o6ent 5ro6 the l$r!er perspetie o5 the e:periene o5, $nd possible resist$ne to,soi$l po#er o5 #hih it is neess$rily $ p$rt. +hus the di55erent re$din!s $ndre6e6berin!s o5 #hih $hl!ren $nd his olle$!ues #ere onsious #ere situ$ted in $5r$6e#or* o5 unonsious 6e$nin!s #hih #ere 6ore ideolo!i$l $nd thus opposition$lto the $pp$rent J5reedo6K o5 the re$der. 'hen o66entin! on the in$deGu$y o5 their6e6ories durin! their n$ie re$din!s, $hl!ren <198= #rites

-30-

)et, $t the s$6e ti6e, durin! these initi$l ie#in!s #e seldo6 felt ery le5t out. @ur5$ilure in 5or6$l in5or6$tion $bsorption #$s $pp$rently dis!uised by $ stron! e:perieneo5 reo!nition o5 so6ethin! 5$6ili$r. ndeed, our spont$neous i6pressions #ere o5ten $ bit sel5-$ssured, $nd it #$s not until $5ter repe$ted ie#in!s o5 the ideot$pes $nd studieso5 the tr$nsripts th$t #e re$lised ?ust ho# 6uh #e h$d 6issed. <pp. 23;-7=

+he Je:periene o5 reo!nition o5 so6ethin! 5$6ili$rK #$s due to the #$y th$t thedo6in$nt ideolo!y #$s strutured, by the ne#s onentions, into the 5or6 o5 the te:t. t isthis th$t is onst$nt 5ro6 d$y to d$y $nd th$t proides the !round rules by #hih #e $re

led to interpret the d$ily di55erenes, $nd it 6$y be $r!ued th$t this onst$ny 6$*es the5or6 o5 the ne#s ideolo!i$lly 6ore po#er5ul th$n the indiidu$l di55erenes o5 re$din!#hih our l$r!ely $t the leel o5 ontent $nd #hih $re #e$*ened by the ine55iieny o56e6ory. nother unert$inty is the ori!in o5 $hl!renDs Jsel5-$ssur$ne. K t 6$y derieideolo!i$lly 5ro6 the po#er o5 these !round rules to proide $n $deGu$te #$y o5 6$*in!sense th$t is o66on to the <o6p$r$tiely 6inor= indiidu$l di55erenes o5 senses th$t$re $tu$lly 6$de, or it 6$y derie 5ro6 the $deGu$y o5 e$h sense th$t is 6$de to thesubultur$l reGuire6ents o5 its re$derI6$*er. rob$bly di55erent re$ders e:periene



di55erently deried senses o5 Jsel5-$ssur$ne. K +he unert$inty $nnot be resolede6piri$lly, but $t le$st the ontr$ditions bet#een the in$deGu$y o5 6e6ory $nd thesense o5 sel5-$ssur$ne, bet#een the ne# in5or6$tion $nd the sense o5 5$6ili$rity, 6ustle$d us to re$lie th$t re$din! the ne#s is $s o6ple: $ ultur$l pr$tie $s re$din! $nyother te:t.

+his si6il$rity bet#een re$din! the ne#s $nd re$din! 5ition is eidened 5urther byo6p$rin! so6e o5 $hl!renDs 5indin!s #ith those o5 $t $nd Liebes <198=. othturned to /$*obsonDs <19;0= distintion bet#een the re5erenti$l $nd poeti 5untions o5o66uni$tion to e:pl$in $ di55erene o5 re$din! pr$ties th$t they 5ound. +here5erenti$l 5untion is th$t sered by $ te:tDs re5erene out to $ sense o5 $n e:tr$-te:tu$lre$lity <ontr$ $rthesDs re5erenti$l ode= the poeti 5untion is the te:tDs re5erene to itso#n te:tu$lity, its struture $nd onentions. $hl!ren o66ents th$t 5or so6e ie#erso5 the ne#s,

the re5erene to outer re$lity 6$y $ppe$r #e$*, $nd 6e$nin! 6$y be e6bodied 6ore inthe 6ess$!eDs sel5-re5erene, 5osterin! $estheti inole6ent o5 so6e 5or6. n Ro6$n/$*obsonDs ter6s, the Jre5erenti$l 5untionK 6$y $t ti6es be subordin$te to the Jpoeti

5untion. K <p. 238=

-30;-

$t $nd Liebes <198= 5ound th$t so6e non-6eri$n ethni !roups re$d allasre5erenti$lly, th$t is, $s represent$tion o5 the 6eri$n #$y o5 li5e, #here$s others re$d it6ore poeti$lly, $s $ struture o5 n$rr$tie onentions, h$r$teri$tion, $nd dr$6$tion5lit. 6eri$n ethni !roups, on the other h$nd, #ere 6ore 5le:ible $nd sho#ed si!nso5 re$din! it both re5erenti$lly $nd poeti$lly. Re5erenti$l re$din!s 5ore!round therepresent$tion$l Gu$lities o5 the te:t $nd poeti re$din!s its disursiity.

+he di55erene bet#een the t#o re$din! str$te!ies p$r$llels the opposition bet#een theonentions o5 ne#s $nd the Jre$lityK they onstrutIontrol. (o6eti6es theseonentions $re $pplied #ith suh $ sense o5 str$in th$t one h$rdly needs e6piri$leidene to $st doubt on their e55etieness. +he onention th$t eery story 6ust re$h$ point o5 losure is $ $se in point. n this story, the dispute #$s settled, the li!hts $6e b$* on, $nd li5e, $pp$rently, returned to nor6$l. ut the story, in the #$y it #$s told, #$snot $bout this dispute in p$rtiul$r, but r$ther onerned $ J#$rK bet#een the unions $ndthe rest o5 soiety. +his J#$rK #$s strutured by deep bin$ry oppositions suh $s

$llies ene6ies

ustr$li$n non-ustr$li$n

iti6s ill$ins

6$n$!e6ent unions

N( +A%M

$nd there #$s no $tte6pt to su!!est th$t this deep on5lit h$d been resoled by the<super5ii$l= n$rr$tie losure o5 this indiidu$l story. @n the ontr$ry, $s #ith 6ost ne#sstories the point o5 losure #$s 5or6$l $nd te6por$ry the onention$li$tion o5 the



on5lit th$t underl$y it 6e$ns th$t the on5lit is $l#$ys le5t unresoled $nd re$dy todisrupt the 5r$!ile eGuilibriu6 one $!$in. n this #$y, the ne#s is si6il$r to the seriesdr$6$ or sito6, 5or in $ll three !enres the b$si situ$tion is neer 5in$lly resoled. %llis<1982= 6$*es the point th$t the teleision series Ji6plies the 5or6 o5 the dile66$ r$therth$n th$t o5 resolution $nd losure, K $nd, li*e ne#s, is Jb$sed on the repetition o5 $ proble6$tiK <p. 14=.

+his proble6$ti is 5in$lly one o5 e:ertin! disursie $nd soi$l ontrol oer theunruliness $nd diersity o5 soi$l li5e. r!u6ents th$t ne#s should be 6ore $ur$te orob?etie $re $tu$lly $r!u6ents in 5$or o5 ne#sDs $uthority, $nd $re ones th$t see* toinre$se its ontrol under the dis!uise o5 i6proin! its Gu$lity. "e#s, o5 ourse, $nneer !ie $ 5ull, $ur$te, ob?etie piture o5 re$lity nor should it $tte6pt to, 5or suh $nenterprise $n only sere to inre$se its $uthority $nd dere$se peopleDs opportunity toJ$r!ueK #ith it, to ne!oti$te #ith it. n $ pro!ressie de6or$y, ne#s should stress itsdisursie onstrutedness, should no6in$te all its oies <not ?ust the subordin$ted,disruptie ones= $nd should open its te:t to inite 6ore produerly re$din! rel$tions.e$use ne#s de$ls, in $ hi!h 6od$lity, #ith the ery stu55 o5 soi$l on5lit $nd soi$ldi55erenes, it is politi$lly he$lthy 5or ne#s to enour$!e its re$ders to ne!oti$te <o5ten

stubbornly= #ith it, to use its disursie resoures to proo*e $nd sti6ul$te ie#ers to6$*e their sense o5, $nd $lid$te their point o5 ie# on, the soi$l e:perienes itdesribes.

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+he di55erenes bet#een ne#s $nd 5ition $re only ones o5 6od$lity. oth $re disursie6e$ns o5 6$*in! 6e$nin!s o5 soi$l rel$tions $nd it is i6port$nt th$t re$ders tre$t ne#ste:ts #ith the s$6e 5reedo6 $nd irreerene th$t they do 5ition$l ones.

#ider $nd 6ore sel5-on5ident reo!nition o5 this essenti$l 5ition$lity o5 ne#s 6i!ht

le$d its 6$suline ie#ers to tre$t its te:ts #ith the s$6e soi$lly 6oti$ted re$tiity $sdo the 5e6inine ie#ers o5 so$p oper$s. (uh $ produerly re$din! str$te!y is h$rder to$dopt 5or ne#s, be$use the !enreDs 5ores o5 losure $re stron!ly supported by its$uthorit$tie st$tus in our soiety, $nd be$use 6$suline ie#ers in $ p$tri$rhy $re lessli*ely to h$e deeloped these sorts o5 ultur$l o6petenies th$n $re 5e6inine ones. t beo6es $n i6port$nt t$s* 5or the riti, then, to de6ysti5y ne#sDs disursie str$te!ies$nd to disredit its ideolo!y o5 ob?etiity $nd the truth.

For $ll its $tte6pts to i6pose $ 6$suline losure $nd sense o5 $hiee6ent, the ne#ssh$res 6$ny h$r$teristis #ith suh dr$6$ $s so$p oper$ - l$* o5 5in$l losure,6ultipliity o5 plots $nd h$r$ters, repetition $nd 5$6ili$rity. +he $pp$rent 5or6lessness

o5 so$p oper$ $ppro:i6$tes to the 6ulti5$etedness o5 the re$l, so the stru!!le #ithin thene#s to ontrol the disruptie 5ores o5 re$lity is re5leted in its 5or6$l di6ension by thestru!!le o5 $ 6$suline n$rr$tie 5or6 to i6pose its sh$pe upon the 5e6inine. +he6$suline priniple ino*es ontrol $nd rules, the 5e6inine disruption or $t le$st e$sion.+he 6$suline $tte6pts to ontrol 6e$nin!s $nd enter the re$der, the 5e6inine to openthe6 up $nd deenter hi6 or her. +he 6$suline be$rs the do6in$nt ideolo!y, the5e6inine en$ts the str$te!ies o5 resist$ne. t is this interpl$y o5 si6il$rity $nd di55erene



#ith $ 5ition$l 5or6 th$t under#rites our distrust o5 diidin! teleision !eneri$lly into5$t $nd 5ition, $nd ?usti5ies thin*in! o5 the ne#s $s 6$suline so$p oper$.

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Chapter 16

Concl/sion= the pop/lar economy

□ The prolem of the pop/lar

opul$rity is sedutiely e$sy to underst$nd i5 #e persist in the 5$ll$ious belie5 th$t #elie in $ ho6o!eneous soiety $nd th$t people $re 5und$6ent$lly $ll the s$6e. ut it beo6es $ 6uh 6ore o6ple: issue #hen #e t$*e into $ount th$t l$te $pit$listsoieties $re o6posed o5 $ hu!e $riety o5 soi$l !roups $nd subultures, $ll heldto!ether in $ net#or* o5 soi$l rel$tions in #hih the 6ost si!ni5i$nt 5$tor is thedi55erenti$l distribution o5 po#er.

n this boo* h$e $r!ued $!$inst the o66on belie5 th$t the $pit$list ultur$l industries produe only $n $pp$rent $riety o5 produts #hose $riety is 5in$lly illusory 5or they $ll pro6ote the s$6e $pit$list ideolo!y. +heir s*ill in su!$r-o$tin! the pill is so !re$t th$tthe people $re not $#$re o5 the ideolo!i$l pr$tie in #hih they $re en!$!in! $s theyonsu6e $nd en?oy the ultur$l o66odity. do not beliee th$t Jthe peopleK $reJultur$l dopesK they $re not $ p$ssie, helpless 6$ss in$p$ble o5 disri6in$tion $ndthus $t the eono6i, ultur$l, $nd politi$l 6ery o5 the b$rons o5 the industry. %Gu$lly re?et the $ssu6ption th$t $ll th$t di55erent people $nd di55erent soi$l !roups h$e ino66on is b$seness, so th$t $rt th$t $ppe$ls to 6$ny $n only do so by $ppe$lin! to #h$thu6$ns $ll Jthe $ni6$l instints. K J+he lo#est o66on deno6in$torK 6$y be $ use5ulonept in $rith6eti, but in the study o5 popul$rity its only possible $lue is to e:posethe pre?udies o5 those #ho use it.

More reent M$r:ist thin*in! re?ets the notion o5 $ sin!ul$r or 6onoo$l $pit$listideolo!y in 5$or o5 $ 6ultipliity o5 ideolo!ies th$t spe$* $pit$lis6 in $ $riety o5 #$ys5or $ $riety o5 $pit$list sub?ets. +heir unity in spe$*in! $pit$lis6 is 5r$!6ented by the plur$lity o5 $ents in #hih they spe$* it. (uh $ ie# posits $ 6ultipliity o5 points o5resist$ne or $o66od$tions #hose only unity lies in the fact o5 their resist$ne or$o66od$tion, but not in the form it 6$y t$*e.

+his is $ 6odel th$t h$s 5$r !re$ter e:pl$n$tory po#er in l$te $pit$lis6 $nd is one th$t!r$nts so6e po#er to Jthe people. K espite the ho6o!eniin! 5ore o5 the do6in$ntideolo!y, the subordin$te !roups in $pit$lis6 h$e ret$ined $ re6$r*$ble diersity o5soi$l identities, $nd this h$s reGuired $pit$lis6 to produe $n eGui$lent $riety o5

oies. +he diersity o5 $pit$list oies is eidene o5 the o6p$r$tie intr$nsi!ene o5the subordin$te.

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ny disussion o5 popul$rity 6ust $ount 5or opposin! 5ores #ithin it. +he de5initionth$t seres the interests o5 the produers $nd distributors o5 the ultur$l o66odity is oneo5 he$d ountin!, o5ten #ith so6e de6o!r$phi sophisti$tion so th$t he$ds o5 $



p$rtiul$r soioeono6i l$ss, $!e !roup, !ender, or other l$ssi5i$tion $n beolleted, ounted, $nd then JsoldK to $n $dertiser. +he !re$ter the he$d ount, the!re$ter the popul$rity. @pposed to this is the notion th$t popul$r 6e$ns Jo5 the peopleK$nd th$t popul$rity sprin!s 5ro6, $nd seres the interests o5, the people $6on!st #ho6 itis popul$r. opul$rity is here $ 6e$sure o5 $ ultur$l 5or6Ds $bility to sere the desires o5its usto6ers. n so 5$r $s the people oupy di55erent soi$l situ$tions 5ro6 the produers, their interests 6ust neess$rily di55er 5ro6, $nd o5ten on5lit #ith, theinterests o5 the produers.

+he ter6 Jthe peopleK h$s ro6$nti onnot$tions #hih 6ust not be $llo#ed to le$d usinto $ ide$lied notion o5 the people $s $n opposition$l 5ore #hose ulture $nd soi$le:periene $re in so6e #$y $uthenti. 'e need to thin* r$ther o5 the people $s $ 6ultiple$nd onst$ntly h$n!in! onept, $ hu!e $riety o5 soi$l !roups $o66od$tin!the6seles #ith, or opposin! the6seles to, the do6in$nt $lue syste6 in $ $riety o5#$ys. n so 5$r $s Jthe peopleK is $ onept #ith $ny $lidity $t $ll, it should be seen $s $n$lli$ne o5 5or6$tions #hih $re onst$ntly shi5tin! $nd rel$tiely tr$nsient. t is neither $uni5ied nor $ st$ble onept, but one #hose ter6s $re onst$ntly under re5or6ul$tion in $di$leti rel$tionship #ith the do6in$nt l$sses. n the ultur$l do6$in, then, popul$r $rt

is $n ephe6er$l, 6ulti5$rious onept b$sed upon 6ultiple $nd deelopin! rel$tionships#ith the pr$ties o5 the do6in$nt ideolo!y.

+he ter6 Jpeople, K then, re5ers to soi$l !roups th$t $re rel$tiely po#erless $nd $retypi$lly interpell$ted $s onsu6ers, thou!h they 6$y not respond in this 6$nner. +heyh$e ultur$l 5or6s $nd interests o5 their o#n th$t di55er 5ro6, $nd o5ten on5lit #ith,those o5 the produers o5 ultur$l o66odities. +he $utono6y o5 these !roups 5ro6 thedo6in$nt is only rel$tie, $nd neer tot$l, but it deries 5ro6 their 6$r!in$lied $ndrepressed histories th$t h$e intr$nsi!ently resisted inorpor$tion, $nd h$e ret$ined6$teri$l, $s #ell $s ideolo!i$l, di55erenes usu$lly throu!h de$lued ultur$l 5or6s,6$ny o5 #hih $re or$l $nd unreorded. For so6e !roups these di55erenes 6$y be s6$ll

$nd the on5lits 6uted, but 5or others the !$p is enor6ous. For $ ultur$l o66odity to be popul$r, then, it 6ust be $ble to 6eet the $rious interests o5 the people $6on!st#ho6 it is popul$r $s #ell $s the interests o5 its produers.

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□ The t9o economies

+he 6ultipliity $nd ontr$ditory $lue o5 these interests does not 6e$n th$t they $nnot be 6et in the one o66odity they $n, thou!h only be$use the ultur$l o66odityirul$tes in di55erent thou!h si6ult$neous eono6ies, #hih #e 6$y $ll the 5in$ni$l

$nd the ultur$l.

+he #or*in!s o5 the 5in$ni$l eono6y $nnot $ount $deGu$tely 5or $ll ultur$l 5$tors, but it still needs to be t$*en into $ount in $ny inesti!$tion o5 popul$r $rt in $onsu6ersD soiety. t is use5ul, i5 only up to $ point, to be $ble to desribe te:ts $sultur$l o66odities, but #e 6ust $l#$ys reo!nie rui$l di55erenes bet#een the6$nd other !oods in the 6$r*etpl$e.



For inst$ne, ultur$l !oods do not h$e $ le$rly de5ined use-$lue, despite M$r:Ds$ssertion th$t the prodution o5 $estheti ple$sure is $ use$lue, but this see6s to be $6et$phori$l use o5 the ter6 - the use-$lue o5 $ #or* o5 $rt is di55erent 5ro6 th$t, s$y, o5$ 6$hine !un or $ $n o5 be$ns, i5 only th$t it is ery 6uh 6ore di55iult to predit orspei5y. Cultur$l o66odities do, ho#eer, h$e $ 6ore le$rly identi5i$ble e:h$n!e-$lue #hih the tehnolo!y o5 reprodution h$s put under seere pressure. hotoopiers,$udio $nd ideo reorders $re $!ents o5 popul$r po#er, $nd thus the produers $nddistributors h$e h$d to $r!ue 5or el$bor$tions $nd e:tensions o5 opyri!ht l$#s to6$int$in so6e ontrol oer e:h$n!e-$lue $nd its b$se in s$rity. (uh le!isl$tion h$sl$r!ely 5$iled the opyin! o5 teleision pro!r$6s $nd o5 reords is not only #idespre$d, but $lso soi$lly $ept$ble.

+he ultur$l o66odity di55ers 5ro6 other o66odities in h$in! o6p$r$tiely hi!hiniti$l prodution osts $nd ery lo# reprodution osts, so distribution o55ers $ s$5erreturn on inest6ent th$n prodution. +ehni$l deelop6ent $nd enture $pit$l h$e,there5ore, been onentr$ted on s$tellites, on $ble $nd 6iro#$e distribution syste6s,or in the h$rd#$re o5 teleisions, sound syste6s, $nd ho6e entert$in6ent enters.

ut the ultur$l o66odity $nnot be $deGu$tely desribed in 5in$ni$l ter6s only theirul$tion th$t is rui$l to its popul$rity ours in the p$r$llel eono6y - the ultur$l.'h$t is e:h$n!ed $nd irul$ted here is not #e$lth but 6e$nin!s, ple$sures, $nd soi$lidentities. @5 ourse o66odities pri6$rily b$sed in the 5in$ni$l eono6y #or* in theultur$l eono6y too, onsu6er hoie bet#een si6il$r o66odities is o5ten not bet#een o6petin! use-$lues, despite the e55orts o5 onsu6er $die !roups, but bet#een ultur$l $lues $nd the seletion o5 one p$rtiul$r o66odity oer others beo6es the seletion o5 6e$nin!s, ple$sures, $nd soi$l identity 5or the onsu6er. 'iththe shi5t o5 $pit$list eono6ies 5ro6 prodution to 6$r*etin!, the ultur$l $lue o56$teri$l o66odities h$s enor6ously inre$sed in proportion$te i6port$ne - one h$sonly to loo* $t the 5$shion industry, or the 6otor $r industry, to 5ind e:$6ples. "one the

less, suh o66odities still irul$te #ithin $ pri6$rily 5in$ni$l eono6y th$t ret$instheir b$ses in use-$lue.

-311-

'e need to loo* in $ little 6ore det$il $t the inter$tion bet#een these sep$r$te, thou!hrel$ted, eono6ies, the 5in$ni$l $nd the ultur$l. +he 5in$ni$l eono6y o55ers t#o6odes o5 irul$tion 5or ultur$l o66odities in the 5irst, the produers o5 $ pro!r$6 sellit to distributors the pro!r$6 is $ str$i!ht5or#$rd 6$teri$l o66odity. n the ne:t, the pro!r$6-$s-o66odity h$n!es role $nd it beo6es $ produer. nd the ne# o66odityth$t it produes is $n $udiene #hih, in its turn, is sold to $dertisers or sponsors.

l$ssi e:$6ple o5 the interdependene o5 these t#o 5in$ni$l Jsubeono6iesK $nd the possibility o5 ontrollin! the6 is proided by !ill "treet Blues$ M+M produes the series$nd sells it 5or distribution to "C. "C sells its $udiene <$ hi!her soioeono6i!roup o5 both !enders th$n 6ost +B $udienes= to Meredes en #ho sponsor theseries. +he sho# r$tes respet$bly, but not spet$ul$rly. M+M ould, i5 they #ished,6odi5y the 5or6$t $nd ontent o5 the series to inre$se the sie o5 the $udiene. ut suh$n inre$se #ould be in $ lo#er soioeono6i !roup, $nd this is not $ o66odity th$t





the ultur$l eono6y does not #or* in the s$6e #$y. ts o66odities, #hih #e $llJte:ts, K $re not ont$iners or oneyors o5 6e$nin! $nd ple$sure, but r$ther pro'o+ers o56e$nin! $nd ple$sure. +he prodution o5 6e$nin!Iple$sure is 5in$lly the responsibility o5the onsu6er $nd is undert$*en only in hisIher interests this is not to s$y th$t the6$teri$l produersIdistributors do not $tte6pt to 6$*e $nd sell 6e$nin!s $nd ple$sures -they do, but their 5$ilure r$te is enor6ous. +#ele out o5 thirteen reords 5$il to 6$*e $ pro5it, +B series $re $:ed by the doen, e:pensie 5il6s sin* r$pidly into red 5i!ures< Raise the Titanic is $n ironi e:$6ple - it ne$rly s$n* the Le# r$de e6pire=.

+his is one re$son #hy the ultur$l industries produe #h$t $rnh$6 <1987= $llsJrepertoiresK o5 produts they $nnot predit #hih o5 their o66odities #ill be hosen by #hih setors o5 the 6$r*et to be the proo*er o5 6e$nin!sIple$sures th$t sere theirinterests $s #ell $s those o5 the produers. e$use the prodution o5 6e$nin!Iple$sureours in the onsu6ption $s #ell $s the prodution o5 the ultur$l o66odity the notiono5 prodution t$*es on $ ne# di6ension th$t dele!$tes it $#$y 5ro6 the o#ners o5 $pit$l.

-313-

□ "op/lar c/lt/ral capital

Cultur$l $pit$l, despite ourdieuDs <1980= produtie 6et$phor, does not irul$te in thes$6e #$y $s eono6i $pit$l. AobsonDs <1982= ie#ers o5 Crossroads( 5or e:$6ple,#ere ehe6ent th$t the pro!r$6 #$s theirs, it #$s their ultur$l $pit$l. nd they 6$de ittheirs by the ple$sures $nd 6e$nin!s they produed 5ro6 it, th$t $rtiul$ted their onerns$nd identities. +here is $ popul$r ultur$l $pit$l in $ #$y th$t there is no popul$reono6i $pit$l, $nd thus ourdieuDs institution$lly $lid$ted ultur$l $pit$l o5 the bour!eoisie is onst$ntly bein! opposed, interro!$ted, 6$r!in$lied, s$nd$lied, $nde$ded, in $ #$y th$t eono6i $pit$l neer is.

+his popul$r ultur$l $pit$l onsists o5 the 6e$nin!s $nd ple$sures $$il$ble to thesubordin$te to e:press $nd pro6ote their interests. t is not $ sin!ul$r onept, but is opento $ $riety o5 $rtiul$tions, but it $l#$ys e:ists in $ st$ne o5 resist$ne to the 5ores o5do6in$tion. Li*e $ny 5or6 o5 $pit$l, either eono6i $pit$l or the ultur$l $pit$l o5 the bour!eoisie, it #or*s throu!h ideolo!y, 5or, $s A$ll <198;= points out, #e 6ust not li6itour underst$ndin! o5 ideolo!y to $n $n$lysis o5 ho# it #or*s in the serie o5 thedo6in$nt. 'e need to reo!nie th$t there $re resistie, $ltern$tie ideolo!ies th$t bothderie 5ro6 $nd 6$int$in those soi$l !roups #ho $re not $o66od$ted o65ort$blyinto the e:istin! po#er rel$tions J$n ideolo!y e6po#ers people, en$blin! the6 to be!into 6$*e so6e sense or intelli!ibility o5 their histori$l situ$tion. K <p. 1;=.

+hese ideolo!ies th$t e6po#er the subordin$te en$ble the6 to produe resistie6e$nin!s $nd ple$sures th$t $re, in their o#n ri!ht, $ 5or6 o5 soi$l po#er. o#er is not,$ordin! to Fou$ult, $ one-#$y 5ore, 5ro6 the top do#n. 'hen he t$l*s o5 po#ero6in! 5ro6 belo#, he $lerts us to the 5$t th$t po#er is neess$rily $ t#o-#$y 5ore it$n only #or*, in either diretion, in opposition. +his is ?ust $s true 5or Jtop do#nK po#er$s it is 5or Jbotto6 upK po#er.

5 po#er is $ t#o-#$y 5ore, so, too, is the ple$sure so losely $ssoi$ted #ith it.



+he ple$sure th$t o6es o5 e:erisin! $ po#er th$t Guestions, 6onitors, #$thes, spies,se$rhes out, p$lp$tes, brin!s to li!ht $nd, on the other h$nd, the ple$sure th$t *indles $th$in! to e$de this po#er, 5lee 5ro6 it, 5ool it or tr$esty it. +he po#er th$t lets itsel5 bein$ded by the ple$sure it is pursuin! $nd opposite it, po#er $ssertin! itsel5 in the ple$sure o5 sho#in! o55, s$nd$liin!, resistin!.

<Fou$ult 1978 4=

+eleision p$rtiip$tes in both these 6odes o5 po#er-ple$sure. t e:erts the po#er o5sureill$ne, ree$lin! the #orld, spyin! out peopleDs serets, 6onitorin! hu6$n $tiity, but $n inte!r$l p$rt o5 this po#er is the resist$ne, or r$ther resist$nes, to it. +he t#o-#$y n$ture o5 po#er 6e$ns th$t its resist$nes $re the6seles 6ultiple points o5 po#er.o#er, p$r$do:i$lly, $n thus liber$te people 5ro6 its o#n 5ore to sub?et $nd disiplinethe6.

-314-

l$y, besides bein! $ soure o5 ple$sure, is $lso $ soure o5 po#er. ChildrenDs Jpl$yK #ithteleision is $ 5or6 o5 po#er oer it. n inorpor$tin! its h$r$ters $nd sen$rios intotheir o#n 5$nt$sy !$6es they re$te their o#n or$l $nd $tie ulture out o5 the resouresit proides. (ydney hildren in 1982 $nd 1983 #ere sin!in! their o#n ersion o5 $ beero66eri$l

Ao# do you 5eel

#hen youDre h$in! $ 5u*

under $ tru*

$nd the tru* rolls o55

5eel li*e $ +ooheysD, 5eel li*e $ +ooheysD

5eel li*e $ +ooheys or t#o.

<ChildrenDs Fol*lore rhies, ustr$li$n (tudies Centre, 'estern ustr$li$n nstitute o5+ehnolo!y=

+he prodution o5 $ s$tolo!i$l pl$y!round rhy6e out o5 $ teleision o66eri$l is $typi$l, $nd o6ple:, ultur$l $tiity. t the 6ost obious leel it is $n e6po#erin!,

re$tie response to teleision $nd $n opposition$l one. t is $ le$r e:$6ple o5Je:orpor$tion, K th$t proess by #hih the po#erless ste$l ele6ents o5 the do6in$ntulture $nd use the6 in their o#n, o5ten opposition$l or subersie, interests. +his is theerb$l eGui$lent o5 M$donn$Ds use o5 reli!ious inono!r$phy to oney her independentse:u$lity $nd the opposite o5 the 5$shion industryDs inorpor$tion o5 ele6ents o5 pun* oro5 #or*in!-l$ss dress into its o#n h$ute outure. t is $lso $n e:$6ple o5 Fou$ultDsresistie po#er, the po#er to Jtr$estyK the ori!in$l po#er, the ple$sure o5 Jsho#in! o55,s$nd$liin!, resistin!. K



+his hildrenDs rhy6e inoles $ po#er5ul, pl$y5ul, ple$sur$ble 6isuse o5 teleision, inth$t the si!ni5iers $re h$n!ed $s #ell $s the si!ni5ieds. n h$pter #e noted $ si6il$rJ6isuseK o5 allas <$t $nd Liebes 198=, in #hih the n$rr$tie #$s distorted to 6eetthe ultur$l needs o5 $ p$rtiul$r $udiene. +he r$b !roup #ho Jre#roteK the pro!r$6 soth$t (ue %llen returned #ith her b$by to her 5$therDs ho6e inste$d o5 her 5or6er loerDs#ere Jre#ritin!K or tr$estyin! teleision in $ 5und$6ent$lly si6il$r #$y to th$t o5 the(ydney shool hildren, $nd 5or 6uh the s$6e purposes. Prisoner , too, is e$silyre#ritten in $ #$y th$t $llo#s shool students to tr$esty its 6e$nin!s $nd to 6$*e it $represent$tion not o5 prison but o5 shool <Aod!e $nd +ripp 198;=. +heir ideolo!y,deriin! 5ro6, $nd 6$*in! sense o5, their soi$l e:periene o5 subordin$tion in both theshool $nd the 5$6ily, en$bled the6 to p$rt$*e in $n $tie ideolo!i$l pr$tie they#ere not ultur$l dopes $t the 6ery o5 the te:t or its produers, but #ere in ontrol o5their o#n re$din! rel$tions. +hey #ere $tie produers o5 their o#n 6e$nin!s $nd ple$sures 5ro6 the te:t.

-31-

@5 ourse, the se6ioti e:ess $nd the produerly re$din! rel$tions it reGuires $re not

uniGue to teleision $ny $rt 5or6 th$t is popul$r $6on!st #idely di55erin! $udienes6ust $llo# 5or this oerspill. +hus Mih$els <198;= sho#s th$t bori!in$l ie#ers o5 Rambo 5ound neither ple$sure nor sense in his n$tion$listi, p$trioti 6oti$tion. nste$d,they J#roteK hi6 into $n el$bor$te *inship net#or* #ith those he #$s resuin!, thus6$*in! Jtrib$lK 6e$nin!s th$t #ere ultur$lly pertinent to the6seles. +he 5$t th$t the5il6 #$s popul$r #ith both the6 $nd Ron$ld Re$!$n 6ust not le$d us to $ssu6e $nysi6il$rity bet#een the t#o, nor th$t the 6e$nin!s $nd ple$sures they produed 5ro6 it#ere si6il$r.

□ Resistance and semiotic po9er

Resist$ne is $ onept th$t h$s been #oen throu!hout the $r!u6ent o5 this boo*, 5or itis entr$l to $n underst$ndin! o5 popul$rity in $ soiety #here po#er is uneGu$llydistributed. s soi$l po#er $n t$*e 6$ny 5or6s, so too $n the resist$nes to it. +here isno sin!ul$r bl$n*et resist$ne, but $ hu!e 6ultipliity o5 points $nd 5or6s o5 resist$ne, $hu!e $riety o5 resist$nes. +hese resist$nes $re not ?ust oppositions to po#er, but $resoures o5 po#er in their o#n ri!ht they $re the soi$l points $t #hih the po#ers o5 thesubordin$te $re 6ost le$rly e:pressed.

t 6$y be help5ul to $te!orie these resist$nes into t#o 6$in types, orrespondin! tot#o 6$in 5or6s o5 soi$l po#er - the po#er to onstrut 6e$nin!s, ple$sures, $nd soi$lidentities, $nd the po#er to onstrut $ soioeono6i syste6. +he 5irst is se6ioti

po#er, the seond is soi$l po#er, $nd the t#o $re losely rel$ted, $lthou!h rel$tiely$utono6ous.

+he po#er do6$in #ithin #hih popul$r ulture #or*s is l$r!ely, but not e:lusiely, th$to5 se6ioti po#er. @ne 6$?or $rtiul$tion o5 this po#er is the stru!!le bet#eenho6o!eni$tion $nd di55erene, or bet#een onsensus $nd on5lit. +he Jtop do#nK 5oreo5 this po#er $tte6pts to produe $ oherent set o5 6e$nin!s $nd soi$l identities $round$n un$rtiul$ted onsensus #hose 5or6s sere the st$tus Guo. t $tte6pts to deny $ny





there5ore n$tur$l, is $ hi!hly politi$l one th$t inoles the po#er to 6$*e 6e$nin!s botho5 the #orld $nd o5 oneDs pl$e #ithin it it is there5ore J$ppropri$telyK thou!ht o5 $sdo6in$nt or 6$suline it is seen $s $ site o5 stru!!le 5or po#er, in $ #$y th$t 5$nt$sy isnot. (uh $ si6plisti distintion th$t is so 6uh $ p$rt o5 the strutures o5 do6in$tionneeds h$llen!in!.

-317-

MRobbie <1984= $rtiul$tes this h$llen!e #hen she $r!ues oninin!ly th$t 5$nt$sy is$ pri$te, inti6$te e:periene #hih $n be interpreted $s

p$rt o5 $ str$te!y o5 resist$ne or opposition th$t is, $s 6$r*in! out one o5 those $re$sth$t $nnot be tot$lly olonised. <p. 184=

(he 6$*es the point th$t the $pp$rently obious distintion bet#een 5$nt$sy $nd re$lity isopen to Guestion

S5$nt$sy isT $s 6uh $n e<perience, $ piee o5 re$lity, $s is b$bysittin! or st$yin! in to dothe #$shin!. <p. 184=

F$nt$sy is $ 6e$ns o5 represent$tion #hose pri$y $nd inti6$y do not preent its $tin! ?ust $s po#er5ully upon the 6e$nin!s o5 soi$l e:periene $s do the 6ore publirepresent$tions o5 l$n!u$!e $nd the 6edi$. ts interiority does not disGu$li5y it 5ro6 politi$l e55etiity the interior is, to oin $ phr$se, the politi$l.

+he $r!u6ent th$t this is $ pseudo-po#er th$t dissip$tes the drie to seie Jre$lK politi$lor eono6i po#er underesti6$tes the e:tent to #hih the onstrution o5 sub?etiity is politi$l. $rt o5 the $r!u6ent $sserts th$t resistie 5$nt$sies th$t our only in the interiore:periene o5 the sub?et $re not 5in$lly resistie $t $ll, 5or resist$ne $n only our $t

the leel o5 the soi$l or the olletie. +his $r!u6ent is b$sed upon the belie5 th$t the6$teri$l soi$l e:periene o5 the subordin$te $n, o5 itsel5, be the ori!in o5 resist$ne.!$inst this #ould $r!ue th$t the ori!ins o5 resist$ne lie not ?ust in the soi$le:periene o5 subordin$tion, but in the sense people 6$*e o5 it. +here $re 6e$nin!s o5subordin$tion th$t sere the interests o5 the do6in$nt, $nd there $re ones th$t sere thoseo5 the subordin$ted. ut the rui$l point is th$t the sep$r$tion o5 6$teri$l soi$le:periene 5ro6 the 6e$nin!s !ien to it is $n $n$lyti$l $nd theoreti$l str$te!y only. neeryd$y li5e, there is no suh ne$t distintion our e:periene is #h$t #e 6$*e o5 it.(i6il$rly, distintions bet#een the soi$l $nd the interior $re 5in$lly unprodutie p$rtiul$rly #hen they $lue one oer the other soi$l or olletie resist$ne $nnote:ist independently o5 JinteriorK resist$ne, een i5 th$t is !ien the de$lued n$6e o5

J5$nt$sy. K +he onnetions bet#een the interior $nd the soi$l $nnot be 6odeled $lon!the si6ple $use $nd e55et lines th$t underlie the de$lu$tion o5 interior resist$ne be$use it 6$y not h$e the diret e55et o5 produin! resist$ne $t the soi$l leel. +herel$tionship bet#een the interior $nd the soi$l $n only be e:pl$ined by $ 6odel o5 $6uh 6ore dispersed $nd de5erred e55etiity.

opul$r ulture th$t #or*s in the interests o5 the subordin$te is o5ten $ proo*er o55$nt$sy. +hese 5$nt$sies 6$y t$*e 6$ny 5or6s, but they typi$lly e6body the po#er o5



the subordin$te to e:ert so6e ontrol oer represent$tion. (uh $ 5$nt$sy is no es$pe5ro6 soi$l re$lity, r$ther it is $ diret response to the do6in$nt ideolo!y $nd itse6bodi6ent in soi$l rel$tions. +he h$llen!e it o55ers lies both in what 6e$nin!s $re6$de $nd in who h$s the po#er $nd the $bility to 6$*e the6. F$nt$sy, $t the ery le$st,6$int$ins $ sense o5 subultur$l di55erene, it is p$rt o5 the e:erise o5 se6ioti po#er.

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□ %iversity and difference

+he Jpo#er to be di55erentK is the po#er th$t 6$int$ins soi$l di55erenes, soi$ldiersity. +he rel$tionship bet#een soi$l diersity $nd $ diersity o5 oies on teleisionis one th$t needs to be $re5ully thou!ht throu!h. +here is $ 5$6ili$r rhetori th$t proposes th$t diersity o5 pro!r$6s on teleision is $ !ood thin!, $nd 5e# #ould t$*eissue #ith th$t $s $ !ener$l priniple. Conersely, ho6o!eneity o5 pro!r$66in! is seento be undesir$ble. +he proble6 lies in deidin! #h$t onstitutes ho6o!eneity $nd #h$tdiersity $nd, eGu$lly proble6$ti$lly, #h$t onstitutes J$ !ood thin!. K n one sense, thene# tehnolo!ies o5 distribution, s$tellites, $bles, $nd opti$l 5ibers, $n be ie#ed $s potenti$l $!ents o5 diersity, in th$t their eono6is de6$nd th$t more be tr$ns6itted.ut, $s $**e <198;= $r!ues, in the %urope$n onte:t, $t le$st, ne# tehnolo!ies suh $ss$tellites $lso per6it $ l$r!er $udiene to be re$hed #hih produes $ de6$nd 5ornonontroersi$l ontent, $ bl$nd ho6o!eneity th$t #ill o55end no one $nd $ppe$l inso6e, rel$tiely super5ii$l, #$y to eeryone. $r$do:i$lly, then, the inre$se in the6e$ns o5 distribution 6$y $tu$lly dere$se the $riety o5 ultur$l o66odities th$t $redistributed.

ut diersity is not si6ply to be 6e$sured in ter6s o5 the $riety o5 pro!r$6str$ns6itted diersity o5 re$din!s is eGu$lly, i5 not 6ore, i6port$nt. $r$do:i$lly,diersity o5 re$din!s 6$y best be sti6ul$ted by $ !re$ter ho6o!eneity o5 pro!r$66in!.

#idely distributed sin!le pro!r$6, suh $s allas, #hose openness 6$*es it $ produerlyte:t, 6$y not be suh $n $!ent o5 ho6o!eni$tion $s it $ppe$rs, 5or to re$h its 6ultitudeo5 dierse $udienes it 6ust $llo# 5or $ !re$t de$l o5 ultur$l diersity in its re$din!s, $nd6ust thus proide onsider$ble se6ioti e:ess 5or the reeiin! subultures to ne!oti$te#ith in order to produe their 6e$nin!s, r$ther th$n the ones pre5erred by the bro$d$sters. allas 6$y be $ sin!ul$r, $nd hi!hly pro5it$ble, o66odity in the 5in$ni$leono6y, but in the ultur$l it is $ 5ull repertoire o5 o66odities $s lt6$n <198;= s$ys, allas proides $ J6enuK 5ro6 #hih the ie#ers hoose.

diersity o5 pro!r$6s is $ diersity th$t is deliber$tely onstruted by teleision produers $nd shedulers in $n $tte6pt to se!6ent the $udiene into the 6$r*ets reGuired

by the $dertisers, #hih 6$y or 6$y not oinide #ith the subultur$l 5or6$tionsonstruted by the people. !re$ter $riety o5 losed, re$derly te:ts th$t i6pose their6e$nin!s 6ore i6peri$listi$lly $nd th$t delier 6$r*et se!6ents to $dertisers 6$y not be $s soi$lly desir$ble $s $ n$rro#er r$n!e o5 6ore open te:ts, #here the diersity is $5untion o5 the people r$ther th$n o5 the produers.

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'ilson $nd utierre <198= $r!ue th$t the ne# tehnolo!ies, p$rtiul$rly $ble, $llo#the 6edi$ to e:ploit subultur$l diersity, $nd to o66odi5y ethni $nd 6inority$udienes in order to sell the6 to $dertisers. allas( 5or $ll its $pp$rent ho6o!eneity,6$y #ell be $ 6ore diersi5ied pro!r$6 th$n the $riety o5 o55erin!s o5 suh 6ultiplespei$l-interest h$nnels, $nd in so 5$r $s its diersi5i$tion is $udiene-produed r$therth$n entr$lly produed, it is, $r!ue, 6ore li*ely to 6$int$in ultur$l di55erenes $nd to produe subultur$lly spei5i 6e$nin!s $nd ple$sures.

+he s$6e dile66$ on5ronts us in the $tte6pt to underst$nd teleisionDs role $nd e55etsin the intern$tion$l $ren$. Aolly#ood, $nd, to $ lesser e:tent, %urope, 6$y do6in$te theintern$tion$l 5lo# o5 both ne#s $nd entert$in6ent pro!r$66in!, yet there is littleeidene o5 $ !lob$l sur!e o5 popul$rity 5or the #estern n$tions $nd their $lues. +hedo6in$tion in the eono6i do6$in 6$y not neess$rily produe the eGui$lentdo6in$tion in the ultur$l. $t $nd Liebes <1987= h$e sho#n th$t Russi$n /e#s, ne#ly$rried in sr$el, re$d allas $s $pit$lis6Ds sel5-ritiis6 Jonsu6in!K the pro!r$6 didnot neess$rily inole onsu6in! the ideolo!y.

n$tion$l ulture, $nd the sense o5 n$tion$l identity #hih 6$ny beliee it $n produe,

#hih is onstruted by the ultur$l industries or by politii$ns or ultur$l lobbyists, 6$ynot oinide #ith the soi$l $lli$nes th$t $re 5elt to be 6ost produtie by subordin$te!roups #ithin the n$tion. +hus bori!in$l ultur$l identity #ithin onte6por$ry ustr$li$6$y sere itsel5 best by $rtiul$tin! itsel5 not #ith $n ustr$li$n n$tion, but #ith bl$*s inother #hite-do6in$ted, e:-oloni$l ountries. nd Mih$els <198;= h$s indi$ted th$t thereent popul$rity o5 re!!$e $6on!st bori!in$l peoples is e:pl$ined by so6e bori!in$ls$s the pereption o5 $ o66on soi$l $lli$ne $6on!st bl$* sub?eted ultures. l$*6usi, produed #ithin $nd $!$inst oloni$lis6, h$s $ ultur$l $nd politi$l e55etiityth$t tr$erses n$tion$l bound$ries. Aod!e $nd +rippDs <198;= bori!in$l hildren #hoonstruted $ sin!le ultur$l $te!ory th$t inluded the6seles, 6eri$n ndi$ns, $nd6eri$n bl$* hildren #ere si6il$rly 5or!in! their o#n ultur$l $lli$nes in $ #$y th$t

$n be neither ontrolled nor predited by the ultur$l industries. (uh $ ultur$lonsiousness is $ prereGuisite 5or politi$l $tion, thou!h it #ill not, o5 itsel5, produe it.ut #ithout it, $ny politi$l 6oe6ent to i6proe the bori!in$l situ$tion #ill beinseurely b$sed. M$C$be <198;= 6$*es the point #ell

+he rui$l neessity 5or politi$l $tion is $ 5elt olletiity. t 6$y be th$t ultur$l 5or6sindi$te to us th$t politi$lly en$blin! olletiities $re to be lo$ted $ross subultures, be they n$tion$l or intern$tion$l. <pp. 9-10=

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Aebdi!e <1979, 1982, 1987= h$s sho#n ho# 6eri$n popul$r ulture in the 190s $nd19;0s #$s e$!erly t$*en up by ritish #or*in!-l$ss youth #ho 5ound in its 5l$shystre$6linin! $ #$y to $rtiul$te their ne# l$ss on5idene $nd onsiousness. (uhsy6boli$tions o5 their identity #ere si6ply not $$il$ble in JritishK ulture #hih$ppe$red to o55er t#o eGu$lly un$ept$ble sets o5 $ltern$ties - the one $ ro6$ntiiedloth-$p i6$!e o5 $n J$uthentiK tr$dition$l #or*in!-l$ss ulture, the other $ restr$ined,t$ste5ul, C-produed in5letion o5 popul$r ulture. +he o66odities produed by the6eri$n ultur$l industries #ere 6obilied to e:press $n intr$nsi!ent, youn!, urb$n,





prolet$ri$n pro!ressie teleision h$nnel in Aoll$nd is e:e6pl$ry here, $nd l$nh$rd$nd Morley <1984= h$e !ien $n eGu$lly thou!ht5ul $ount o5 the di55iulties 5$ed byrit$inDs Ch$nnel 4. t 6$y #ell be th$t the subordin$te 6$int$in their subultur$l identity by 6e$ns other th$n teleision <shooly$rd ulture 5or hildren, !ossip 5or #o6en, et. =,$nd th$t teleision is popul$r to the e:tent th$t it intersets #ith these other ultur$l5ores.

Cohen $nd Robbins <1979= try to $ount 5or the popul$rity o5 un! Fu 6oies #ithritish urb$n #or*in!-l$ss 6$les i$ the o6in! to!ether o5 t#o 5or6s o5 Jolletierepresent$tions, K one o5 #hih is the or$l tr$dition $nd interperson$l style o5 #or*in!-l$ss ulture, $nd the other is the industri$lly produed onentions o5 the !enre. Morley<1981= su66$ries the $r!u6ent ne$tly

+he or$l tr$ditions onstitute 5or6s o5 ultur$l o6petene $$il$ble to these *ids #hih6$*e it possible 5or the6 to $ppropri$te these 6oies - #ithout 5or6s o5 o6petene, the popul$rity o5 these 6oies #ould be ine:pli$ble. <p. 11=

+hese points o5 intersetion bet#een 6$ss $nd lo$l or or$l ulture $n only be $ti$ted by the ie#ers $nd $nnot be deliber$tely or $ur$tely produed by the ultur$lindustries the6seles, thou!h they $n, o5 ourse, be $i6ed $t.

+he industri$l 6ode o5 prodution o5 teleision #ill neess$rily sep$r$te its produers5ro6 its $udienes ultur$lly, soi$lly, $nd ideolo!i$lly in the 5in$ni$l eono6y this!$p le$rly #or*s to the $d$nt$!e o5 the industry #hih obiously #ould not li*e to see$ series o5 popul$r, lo#-ost o66unity st$tions deelop, $nd thus it #or*s to 6$:i6iethe di55erene by deelopin! 6ore 5ully its hi!h-ost prodution $lues. ut in theultur$l eono6y, the !$p #or*s to the industryDs dis$d$nt$!e $nd it see*s to lose it, tostress its ultur$l loseness to its $udienes. ut in this it is r$ther li*e the loesi* suitor#ho $n only hope to be hosen $nd #ho #ill neer *no# i5 he #ill be nor the re$sons

#hy he #$s or #$s not.

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+he $tte6pt to produe $ ulture 5or others, #hether th$t otherness be de5ined in ter6s o5l$ss, !ender, r$e, n$tion, or #h$teer, $n neer be 5in$lly suess5ul, 5or ulture $nonly be produed 5ro6 #ithin, not 5ro6 outside. n $ 6$ss soiety the 6$teri$ls $nd6e$nin! syste6s out o5 #hih ultures $re 6$de #ill $l6ost ineit$bly be produed bythe ultur$l industries but the 6$*in! o5 these 6$teri$ls into ulture, th$t is, into the6e$nin!s o5 sel5 $nd o5 soi$l rel$tions, $nd the e:h$n!e o5 these 6$teri$ls 5or ple$sureis $ proess th$t $n only be per5or6ed by their onsu6er-users, not by their produers.

+hus, in the sphere o5 $ Jn$tion$lK ulture, it 6$y be th$t Miami Aice is 6oreJustr$li$nK th$n $ 6ini-series th$t sets out to dou6ent $nd elebr$te $ spei5i6oe6ent in ustr$li$n history. Miami Aice is $ ultur$l 5or6 o5 $ l$te $pit$list,onsu6erist, ple$sure-entered soiety, #here dru!s, se:, sun, sensu$lity, leisure, 6usi,$nd, $boe $ll, style $re the order o5 the d$y its depited soiety is $ r$i$l o*t$il #herethe #hite n!lo-($:on hero only ?ust 6$int$ins his position o5 n$rr$tie do6in$ne this#orld o5 Miami Aice 6$y o55er 6ost onte6por$ry ustr$li$ns $ 6ore pertinent set o56e$nin!s $nd ple$sures th$n $ny o5 the 6ini-series, so beloed o5 the ustr$li$n



teleision industries, in #hih #hite, 6$le, ritish i66i!r$nts open up the bush $nd in sodoin! build their o#n $nd their n$tionDs h$r$ter.

+he reeption o5 Aolly#ood ultur$l o66odities into the ultures o5 +hird 'orld $nddeelopin! n$tions 6$y be $ ery di55erent 6$tter indeed, thou!h the #or* o5 $t $ndLiebes $nd o5 Mih$els h$s hinted $t si6il$r $tie $nd disri6in$tin! ie#in! pr$ties. lot 6ore #or* needs to be done on the intern$tion$l reeption o5 both ne#s $ndentert$in6ent pro!r$6s $nd #$ys th$t the deeloped n$tions $n help the less deelopedto produe their o#n ultur$l o66odities th$t $n !enuinely h$llen!e Aolly#oodDs inthe $ren$ o5 popul$r t$ste r$ther th$n o5 politi$l or eono6i poliy.

For this $n be $hieed. 'hile it is le$r th$t the 6ost popul$r ultur$l o66odities tendto be produed in $nd e:ported by Aolly#ood $nd other #estern ultur$l industries, thistendeny is 5$r 5ro6 tot$l. +he top t#enty teleision pro!r$6s <$nd reords= in the N(,the N $nd ustr$li$ 6$y #ell e:hibit stri*in! si6il$rities but they $lso ont$in erysi!ni5i$nt di55erenes. +here $re lo$lly popul$r ultur$l o66odities $s #ell $sintern$tion$lly popul$r ones.

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'e 6ust $lso be$r in 6ind th$t $tte6pts to produe or de5end $ n$tion$l ulture, #hether by $ n$tion$l bro$d$stin! syste6 or other 6e$ns, h$e histori$lly been do6in$ted by6iddle-l$ss t$stes $nd de5initions o5 both n$tion $nd ulture, $nd h$e sho#nre6$r*$bly little underst$ndin! o5 popul$r ple$sures or popul$r t$stes. +hus is it $l6ost#ithout e:eption th$t in ountries th$t h$e both $ n$tion$l publi bro$d$stin! syste6$nd $ o66eri$l one, th$t the o66eri$l one #ill be 6ore popul$r #ith thesubordin$ted !roups $nd l$sses, $nd the publi one #ith the 6ore edu$ted 6iddlel$sses. t is $lso !ener$lly true th$t the publi h$nnels #ill sho# 6ore n$tion$lly produed pro!r$6s, $nd the o66eri$l h$nnels 6ore intern$tion$lly produed, usu$lly

6eri$n, ones. +he interestin! e:eption to this is the publi h$nnel in the Nnited(t$tes #hih tends to sho# 6ore ritish pro!r$6s, be$use in the Nnited (t$tes JritishKulture is stron!ly $ssoi$ted #ith hi!her-l$ss, edu$ted t$stes.

5 those #ith $ publi or soi$l 6oti$tion #ish to interene e55etiely in the ultur$leono6y, they need to deote 6ore $ttention to underst$ndin! popul$r t$stes $nd ple$sures th$n they h$e in the p$st. t is $ll too e$sy to $rrie $t $ set o5 $lues th$t $redee6ed to be in the publi interest, but sub6ittin! those $lues to the test o5 popul$r ple$sure $nd subultur$l pertinene is $ 6uh less o65ort$ble enterprise. +hereonili$tion o5 $ sense o5 the publi !ood #ith the dierse de6$nds o5 popul$r ple$sure6$y not be e$sy, but those #ho #ish to $tte6pt it h$e 6uh to le$rn 5ro6 Aolly#ood

$nd its il*, 5or these industries $re so6eti6es $dept $t $hiein! $n eGu$lly di55iultreonili$tion - th$t bet#een $n industri$lly entr$lied, eono6i$lly e55iient 6ode o5 prodution $nd $ 6ultipliity o5 dispersed, subultur$lly deter6ined, $s opposed toindustri$lly deter6ined, 6o6ents o5 reeption.

+here #ill $l#$ys, in industri$lied ultures, be $ on5lit o5 interest bet#een produersIdistributors on the one h$nd $nd the $rious 5or6$tions o5 the people on theother. +he t#o eono6ies, the 5in$ni$l $nd the ultur$l, $re the opposin! sides o5 this





these 6oes $re, they still re6$in 6inority oies spe$*in! to 6inority $udienes. +he politi$l b$ttle o5 popul$rity is 5ou!ht in the $ren$ o5 o66eri$l bro$d$st teleision,$nd it is on this stru!!le th$t h$e onentr$ted in this boo*.

n this $ren$, the ineit$ble <be$use pro5it$ble= ho6o!eni$tion o5 pro !r$66in!, #hih6e$ns th$t one 5in$ni$l o66odity is sold to $s 6$ny di55erent $udienes $s possible,6$y not be suh $n $!ent o5 ultur$l do6in$tion $s 6$ny 5e$r. ndeed, #ould $r!ue theopposite. iersity o5 re$din!s is not the s$6e $s diersity o5 pro!r$6s, $nd $ diersity o5re$din!s $nd the onseGuent diersity o5 subultur$l identities is rui$l i5 the popul$r isto be seen $s $ set o5 5ores 5or soi$l h$n!e.

-32-

+his brin!s us to the rel$tionship bet#een entert$in6ent $nd politis. +hese $re t#osep$r$te ultur$l do6$ins #hih, in lthusseri$n ter6s, $re rel$tiely $utono6ous thou!hoerdeter6ined. +he resistie re$din!s $nd ple$sures o5 teleision do not tr$nsl$tediretly into opposition$l politis or soi$l $tion. Rel$tiely $utono6ous ultur$ldo6$ins do not rel$te to e$h other in si6ple $use $nd e55et ter6s. ut the $bsene o5 $diret politi$l e55et does not prelude $ 6ore !ener$l politi$l e55etiity <see h$pter1=. Resistie re$din! pr$ties th$t $ssert the po#er o5 the subordin$te in the proess o5represent$tion $nd its subseGuent ple$sure pose $ diret h$llen!e to the po#er o5$pit$lis6 to produe its sub?ets-in-ideolo!y. +he #$y th$t people underst$ndthe6seles $nd their soi$l rel$tions is p$rt o5 the soi$l syste6 itsel5. ny set o5 soi$lrel$tions reGuires $ set o5 6e$nin!s to hold it in pl$e <A$ll 1984=, $nd $ny set o5 soi$l6e$nin!s h$s to be produed by, $nd in the interests o5, $ !roup or $ 5or6$tion o5 !roupssitu$ted #ithin $ soi$l syste6 o5 po#er rel$tions. +he l$sses #ho do6in$te soi$lrel$tions $lso $tte6pt to do6in$te the prodution o5 6e$nin!s th$t underpin the6 soi$l po#er $nd se6ioti po#er $re t#o sides o5 the s$6e oin. Ch$llen!in! 6e$nin!s $nd thesoi$l !roup #ith the ri!ht to 6$*e the6 is $ rui$l p$rt o5 $ssertin! subultur$l

identities $nd the soi$l di55erenes th$t they 6$int$in. +he do6$in o5 entert$in6ent isone o5 ple$sures, 6e$nin!s, $nd soi$l identity i5 this do6$in $nnot 6$int$in $nd pro6ote the po#er o5 the subordin$te to be di55erent, there #ill be seerely redued6oti$tion 5or h$n!e in the politi$l do6$in. M$int$inin! subultur$l diersity 6$y not,in itsel5, produe $ny diret politi$l e55et, but $t the 6ore !ener$l leel o5 e55etiity its po#er is rui$l.

nd teleision is not neutr$l in this. ts suess in the 5in$ni$l eono6y depends upon its$bility to sere $nd pro6ote the dierse $nd o5ten opposition$l interests o5 its $udienes.n this sense it is the 6e$nin!s $nd ple$sures o5 the ultur$l eono6y th$t deter6ine thee:tent o5 the eono6i return on th$t $pit$l the ultur$l eono6y dries the 5in$ni$l in

$ di$leti 5ore th$t ounters the po#er o5 $pit$l. +eleision, $s $ 6$ss-6edi$ted popul$r $rt, 6ust ont$in #ithin it the opposin! but lin*ed 5ores o5 $pit$l $nd the people i5 it is to irul$te e55etiely in both 5in$ni$l $nd ultur$l eono6ies. F$r 5ro6 bein! the $!ent o5 the do6in$nt l$sses, it is the pri6e site #here the do6in$nt h$e toreo!nie the inseurity o5 their po#er, $nd #here they h$e to enour$!e ultur$ldi55erene #ith $ll the thre$t to their o#n position th$t this i6plies.

-32;-



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$ies, /. <1984$= J(o$p $nd @ther @per$s, K Metro ;, 31-3.

$ies, /. <1984b= J+he +eleision udiene Reisited, K p$per presented $t theustr$li$n (reen (tudies ssoi$tion on5erene, risb$ne, ee6ber, 1984

$is, A. $nd '$lton, . <eds= <1983$= Language( >mage( Media, London l$*#ell.

$is, A. $nd '$lton, . <1983b= Je$th o5 $ re6ier Consensus $nd Closure inntern$tion$l "e#sK in A. $is $nd . '$lton <eds= <1983= Language( >mage(

Media, London l$*#ell, 8-49.

or56$n, . $nd M$ttel$rt, . <197= !ow to Read onald uc+ , "e# )or*ntern$tion$l ener$l.

ru66ond, . $nd $terson, R. <eds= <198= Tele'ision in Transition, Londonritish Fil6 nstitute.

unnin!, %. <ed. = <1971= The "ociology of "port/ a "election of Readings, LondonC$ss.

yer, R. <1979= "tars, London ritish Fil6 nstitute.

yer, R. <1981= J(t$rs $s (i!nsK in +. ennett, (. oyd-o#6$n, C. Merer, $nd /.'ooll$ott <eds= <1981= Popular Tele'ision and Film, London ritish Fil6nstituteI@pen Nniersity ress, 23;-;9 <$n edited ersion o5 yer 1979=.

yer, R. <198= JM$le (e:u$lity in the Medi$K in . Met$l5 $nd M. Au6phries<eds= The "e<uality of Men, London luto, 28-43.

yer, R. <198;= !ea'enly Bodies/ Film "tars and "ociety, "e# )or* (t M$rtinDs



ress.

yer, R., er$!hty, C., /ord$n, M., Loell, +., $terson, R., $nd (te#$rt, /. <1981=Coronation "treet , London ritish Fil6 nstitute.

-330-

%$sle$, M. <1983= Fathering the Dnthin+able/ Masculinity( "cientists and the )uclear .rms Race, London luto.

%$ton, M. <1981= J+eleision (itu$tion Co6edyK in +. ennett, (. oyd-o#6$n, C.Merer, $nd /. 'ooll$ott <eds= <1981= Popular Tele'ision and Film, London ritishFil6 nstituteI@pen Nniersity, 2;-2.

%o, N. <1972= J+o#$rds $ (e6ioti nGuiry into the +B Mess$!e, K ,PC" no. 3,103-2;, in /. Corner $nd /. A$#thorn <eds= <1980= Communication "tudies/ .n >ntroductory Reader , London rnold.

%o, N. <1979= The Role of the Reader ?<plorations in the "emiotics of Te<ts ,loo6in!ton $nd London ndi$n$ Nniersity ress.

%llis, /. <1982= Aisible Fictions, London Routled!e & e!$n $ul.

%ls$esser, +. <1973= J+$les o5 (ound $nd Fury @bser$tions on the F$6ilyMelodr$6$K Monogram 4.

Feuer, /. <1983= J+he Conept o5 Lie +eleision @ntolo!y s deolo!yK in %. .$pl$n <ed. = <1983b= Regarding Tele'ision, Los n!eles 6eri$n Fil6nstituteINniersity ubli$tions o5 6eri$, 12-22.

Feuer, /. <1984= JMelodr$6$, (eri$l For6 $nd +eleision +od$y, K "creen 2 1, 4-

1;.

Feuer, /. <198;= J"$rr$tie For6 in 6eri$n "et#or* +eleisionK in C. M$C$be<ed. = <198;= !igh Theory0Low Culture, M$nhester M$nhester Nniersity ress,101-14.

Feuer, /. <1987= Jenre (tudy $nd +eleisionK in R. llen <ed. = <1987= Channels of iscourse/ Tele'ision and Contemporary Criticism, Ch$pel Aill Nniersity o5 "orthC$rolin$ ress, 113-33.

Fis*e, /. <1982= >ntroduction to Communication "tudies, London Methuen.

Fis*e, /. <1983= J+he isourses o5 +B Eui (ho#s or (hool W Lu* Q (uess W(e:, K Central "tates "peech Eournal 34, 139-0.

Fis*e, /. <1984= Jopul$rity $nd deolo!y (trutur$list Re$din! o5 r 'hoK in '.Ro#l$nd $nd . '$t*ins <eds= <1984= >nterpreting Tele'ision/ Current Research Perspecti'es, eerly Aills ($!e, 1;-98.

Fis*e, /. <198$= J+eleision Multileel Cl$ssroo6 Resoure, K .ustralian Eournal of "creen Theory 17I18, 10;-2.



Fis*e, /. <198b= J+he roble6 o5 the opul$r, K . C. $ird Leture, Nniersity o5o#$.

Fis*e, /. <198;$= J+eleision $nd opul$r Culture Re5letions on ritish $ndustr$li$n Criti$l r$tie, K Critical "tudies in Mass Communication 3 2, 200-1;.

Fis*e, /. <198;b= J+eleision olyse6y $nd opul$rity, K Critical "tudies in MassCommunication 34, 391-408.

Fis*e, /. <198;= JM+B ost (trutur$l ost Modern, K Eournal of Communication >nuiry 10 1, 74-9.

Fis*e, /. <1987$= Jritish Cultur$l (tudiesK in R. llen <ed. = <1987= Channels of iscourse/ Tele'ision and Contemporary Criticism, Ch$pel Aill Nniersity o5 "orthC$rolin$ ress, 24-89.

-331-

Fis*e, /. <1987b= JC$!ney $nd L$ey, Re$din! Ch$r$ter (trutur$lly $nd oliti$lly,K Communication 9 3I4, 399-42;.

Fis*e, /. $nd A$rtley, /. <1978= Reading Tele'ision, London Methuen.

Fis*e, /., Aod!e, R., $nd +urner, . <1987= Myths of =/ Readings in .ustralian Popular Culture, (ydney llen & Nn#in.

Flitter6$n, (. <1983= J+he Real (o$p @per$s +B Co66eri$lsK in %. . $pl$n <ed.= <1983b= Regarding Tele'ision, Los n!eles 6eri$n Fil6 nstituteINniersityubli$tions o5 6eri$, 84-9;.

Flitter6$n, (. <198= J+hi!hs $nd 'his*ers, the F$sin$tion o5 Magnum P$ >$( "creen 2; 2, 42-8.

For6$tions <ed. = <1983= Formations of Pleasure, London Routled!e & e!$n $ul.

Fou$ult, M. <1978= The !istory of "e<uality, A$r6onds#orth en!uin.

Fro#, /. <198;= J(pet$le, indin! on Ch$r$ter, K Poetics Today 72, 227-0.

$ltun!, /. $nd Ru!e, M. <1973= J(truturin! $nd (eletin! "e#sK in (. Cohen $nd/. )oun! <eds= <1973= The Manufacture of )ews, London Const$ble.

$rnh$6, ". <1987= JConepts o5 Culture ubli oliy $nd the Cultur$l ndustries,K Cultural "tudies 1 1, 23-37.

er$!hty, C. <1981= J+he Continuous (eri$l - $ e5initionK in R. yer, C. er$!hty,M. /ord$n, +. Loell, R. $terson, $nd /. (te#$rt <1981= Coronation "treet , Londonritish Fil6 nstitute, 9-2;.

erbner, . <1970= JCultur$l ndi$tors the C$se o5 Biolene in +eleision r$6$, K .nnals of the .merican .ssociation of Political and "ocial "cience 338, ;9-81.



illi!$n, C. <1982= >n a ifferent Aoice/ Psychological Theory and ,omen-s e'elopment , C$6brid!e, M$ss. A$r$rd Nniersity ress.

itlin, +. <1982= Jri6e +i6e deolo!y the Ae!e6oni roess in +eleision%ntert$in6entK in A. "e#o6b <ed. = <1982= Tele'ision/ the Critical Aiew, "e#)or* @:5ord Nniersity ress, 42;-4.

itlin, +. <1983= >nside Prime Time, "e# )or* $ntheon.

l$s!o# Medi$ roup <197;= Bad )ews, London Routled!e & e!$n $ul.

l$s!o# Medi$ roup <1980= More Bad )ews, London Routled!e & e!$n $ul.

l$s!o# Medi$ roup <1982= Really Bad )ews, London 'riters & Re$dersublishin! Co-oper$tie (oiety.

o556$n, %. <1979= Gender .d'ertisements, London M$6ill$n.

reen5ield, . <1984= Mind and Media, London Font$n$.

-332-

rossber!, L. <1984= Jnother orin! $y in $r$dise Ro* $nd Roll $nd the%6po#er6ent o5 %eryd$y Li5e, K Popular Music 4, 22-7.

rossber!, L. <5ortho6in!= J+he n-di55erene o5 +eleision, or M$ppin! +BDsopul$r <55etie= %ono6y, K "creen.

ureith, M., ennett, +., Curr$n, /., $nd 'ooll$ott, /. <eds= <1982= Culture("ociety and Media, London Methuen.

ureith, M. $nd Ley, M. <198= Mass Communication Re'iew *earboo+( Aolume3, eerly Aills ($!e.

A$ll, (. <1973= J+he eter6in$tion o5 "e#s hoto!r$phsK in (. Cohen $nd /. )oun!<eds= <1973= The Manufacture of )ews, London Const$ble, 17;-90.

A$ll, (. <1977= JCulture, the Medi$ $nd the deolo!i$l %55etK in /. Curr$n, M.ureith, $nd /. 'ooll$ott <eds= <1977= Mass Communication and "ociety,London rnold, 128-38.

A$ll, (. <1980$= J%nodin!Ieodin!K in (. A$ll, . Aobson, . Lo#e, $nd . 'illis<eds= <1980= Culture( Media( Language, London Authinson, 128-39.

A$ll, (. <1980b= J+he Mess$!e 5ro6 the o:, K ?nglish Maga=ine, 4-8.

A$ll, (. <1981= J"otes on eonstrutin! +he opul$rD, K in R. ($6uel <ed. = <1981= People-s !istory and "ocialist Theory, London Routled!e & e!$n $ul, 227-40.

A$ll, (. <1982= J+he Redisoery o5 deolo!y the Return o5 the Repressed in Medi$(tudiesK in M. ureith, +. ennett, /. Curr$n, $nd /. 'ooll$ott <eds= <1982=Culture( "ociety and Media, London Methuen, ;-90.



A$ll, (. <1983= Jdeolo!y, or the Medi$ %55et on the 'or*in! Cl$ss, K $ddress to L$+robe Nniersity, Melbourne, "oe6ber 1983.

A$ll, (. <1984= J+he "$rr$tie Constrution o5 Re$lity, K "outhern Re'iew 17 1, 3-17.

A$ll, (. <198;= J@n ost6odernis6 $nd rtiul$tion n nterie# #ith (tu$rt A$llK<edited by L. rossber!=, Eournal of Communication >nuiry 10 2, 4-;0.

A$ll, (., Connell, ., $nd Curti, L. <197;= J+he Nnity o5 Current 55$irs +eleision, K,or+ing Papers in Cultural "tudies no. 9, 1-94, $lso in +. ennett, (. oyd-o#6$n, C. Merer, $nd /. 'ooll$ott <eds= <1981= Popular Tele'ision and Film,London ritish Fil6 nstituteI@pen Nniersity, 88-117.

A$ll, (., Crither, C., /e55erson, +., Cl$r*e, /., $nd Roberts, . <1978= Policing theCrisis/ Mugging( the "tate( and Law and rder , London M$6ill$n.

A$ll, (., Aobson, ., Lo#e, ., $nd 'illis, . <eds= <1980= Culture( Media( Language, London Authinson.

-333-

A$6on, . <1977= Jour un st$tus sV6iolo!iGue du personn$!e, K in R. $rthes, '.$yser, '. ooth <eds= Ph$ !amon( PoNtiue du rNcit , $ris, (euil, 11-80.

A$rtley, /. <1982= Dnderstanding )ews, London Methuen.

A$rtley, /. <1983= J+eleision $nd the o#er o5 irt, K .ustralian Eournal ofCultural "tudies 1 2, ;2-82.

A$rtley, /. <1984$= J%nour$!in! (i!ns +B $nd the o#er o5 irt, (peeh, $nd($nd$lous C$te!ories, K in '. Ro#l$nd $nd . '$t*ins <eds= <1984= >nterpretingTele'ision/ Current Research Perspecti'es, eerly Aills ($!e, 119-41.

A$rtley, /. <1984b= JRe!i6es o5 le$sure, K ?ye 2.

A$rtley, /. <198= Jnisible Fitions, +eleision udienes $nd Re!i6es o5 le$sure,K unpublished p$per, Murdoh Nniersity, erth, '.

A$rtley, /. $nd @DRe!$n, +. <1987= JEuotin! not (iene but (idebo$rds, +eleisionin $ "e# '$y o5 Li5eK in M. ureith $nd M. Ley <eds= <1987= MassCommunication Re'iew *earboo+( Aolume 7 , eerly Aills ($!e.

Ae$th, (. $nd (*irro#, . <1977= J+eleision 'orld in tion, K "creen 18 2, 7-9.

Aebdi!e, . <1979= "ubculture/ the Meaning of "tyle, London Methuen.

Aebdi!e, . <1982= J+o#$rds $ C$rto!r$phy o5 +$ste 193-19;2K in . '$ites, +.ennett, $nd . M$rtin <eds= <1982= Popular Culture/ Past and Present , LondonCroo6 Ael6I@pen Nniersity ress, 194-218.



Aebdi!e, . <1987= !iding in the Light , London Co6edi$.

Aenderson, /. <198;= unpublished rese$rh p$per, 'estern ustr$li$n nstitute o5+ehnolo!y.

Ae#itt, M. <198;= Jdertisin! F$shion, Food $nd the Fe6inine, K unpublished p$per, Curtin Nniersity, erth.

Aite, (. <1981= The !ite Report on Male "e<uality, London M$don$ld.

Aobson, . <1980= JAouse#ies $nd the M$ss Medi$K in (. A$ll, . Aobson, .Lo#e, $nd . 'illis <eds= <1980= Culture( Media( Language, London Authinson,10-14.

Aobson, . <1982= Crossroads/ the rama of a "oap pera, London Methuen.

Aod!e, R. $nd +ripp, . <198;= Children and Tele'ision, C$6brid!e olity ress.

Ao!ben, . <1982= J/ourn$lists $s $d pples, K Iuadrant , /$nu$ryI Febru$ry, 38-

43.Auiin!$, /. <1949= !umo Ludens, London Routled!e & e!$n $ul.

Aunter, . <1983= JRe$din! Ch$r$ter, K "outhern Re'iew 1; 2, 22;-43.

/$*obson, R. <19;0= JClosin! (t$te6ent Lin!uistis $nd oetisK in +. (ebeo* <ed. =<19;0= "tyle and Language, C$6brid!e, M$ss. M$ss$husetts nstitute o5+ehnolo!y ress.

-334-

/en*ins, A. <198;= "tar Tre+/ Rerun, Rere$d, Re#ritten, K unpublished p$per,Nniersity o5 'isonsin-M$dison.

/ohnston, C. <1973= )otes on ,omen-s Cinema, London (oiety 5or %du$tion inFil6 $nd +eleision.

/ohnston, C. <198= JFil6 "$rr$tie $nd the (trutur$list ControersyK in . Coo*<ed. = <198= The Cinema Boo+ , London ritish Fil6 nstitute, 222-0.

/ord$n, M. <1981= JRe$lis6 $nd ConentionK in R. yer, C. er$!hty, M. /ord$n, +.Loell, R. $terson, $nd /. (te#$rt<1981= Coronation "treet , London ritish Fil6

nstitute, 27-39.

$pl$n, %. . <1983$= ,omen and Film/ Both "ides of the Camera, "e# )or*Methuen.

$pl$n, %. . <ed. = <1983b= Regarding Tele'ision, Los n!eles 6eri$n Fil6nstituteINniersity ubli$tions o5 6eri$.

$t, %. $nd Liebes, +. <1984= J@ne upon $ +i6e in $ll$s, K >ntermedia 12 3, 28-



32.

$t, %. $nd Liebes, +. <198= JMutu$l id in the eodin! o5 allas/ reli6in$ry "otes 5ro6 $ Cross-Cultur$l (tudyK in . ru66ond $nd R. $terson <eds= <198=Tele'ision in Transition, London ritish Fil6 nstitute, 187-98.

$t, %. $nd Liebes, +. <1987= J@n the Criti$l bility o5 +eleision Bie#ers, K p$per

presented $t the se6in$r Rethin+ing the .udience, Nniersity o5 +ubin!en, Febru$ry1987.

ellner, . <1982= J+B, deolo!y $nd %6$nip$tory opul$r CultureK in A. "e#o6b <ed. = <1982= Tele'ision/ the Critical Aiew, "e# )or* @:5ord Nniersityress, 38;-421.

err, . <1981= Gangsters/ Conentions $nd Contr$entionsK in +. ennett, (.oyd-o#6$n, C. Merer, $nd /. 'ooll$ott <eds= <1981= Popular Tele'ision and Film, London ritish Fil6 nstituteI@pen Nniersity, 73-8.

leinh$ns, C. <1978= J"otes on Melodr$6$ $nd the F$6ily under C$pit$lis6, K Film

Reader 3, 40-8.uhn, . <1982= ,omen-s Pictures/ Feminism and Cinema, London Routled!e &e!$n $ul.

uhn, . <1984= J'o6enDs enres, K "creen 2 1, 18-28.

uhn, . <198= JAistory o5 "$rr$tie CodesK in . Coo* <ed. = <198= The Cinema Boo+ , London ritish Fil6 nstitute, 208-20.

L$*o55, . $nd /ohnson, M. <1980= Metaphors ,e Li'e By, Chi$!o Nniersity o5Chi$!o ress.

L$n!er, /. <1981= J+eleisionDs erson$lity (yste6, K Media( Culture and "ociety,ol. 4, 31-;.

-33-

Le#is, /. <198= Jeodin! +eleision "e#sK in . ru66ond $nd R. $terson <eds=<198= Tele'ision in Transition, London ritish Fil6 nstitute, 20-34.

Le#is, L. <198= JConsu6er irl Culture Ao# Musi Bideo ppe$ls to 'o6en, K p$per presented $t the (oiety 5or Cine6$ (tudies Con5erene, "e# @rle$ns, pril198.

Le#is, L. <1987= JFor6 $nd Fe6$le uthorship in Musi Bideo, K Communication3I4, 3-78.

Lop$te, C. <1977= J$yti6e +eleision )ouDll "eer '$nt to Le$e Ao6e, K Radical .merica 2, 33-1.

Loell, +. <1980= Pictures of Reality/ .esthetics( Politics( Pleasure, London ritishFil6 nstitute.



Loell, +. <1981= Jdeolo!y $nd Coronation "treet K in R. yer, C. er$!hty, M./ord$n, +. Loell, R. $terson, $nd /. (te#$rt <1981= Coronation "treet , Londonritish Fil6 nstitute, 40-2.

Loell, +. <1983= J'ritin! li*e $ 'o6$n $ Euestion o5 olitisK in F. $r*er <ed. =<1983= The Politics of Theory 8, Colhester Nniersity o5 %sse:.

Mrthur, C. <1981= J ays of !opeK in +. ennett, (. oyd-o#6$n, C. Merer,$nd /. 'ooll$ott <eds= <1981= Popular Tele'ision and Film, London ritish Fil6nstituteI@pen Nniersity, 30-9.

M$C$be, C. <197;= J+heory $nd Fil6 riniples o5 Re$lis6 $nd le$sure, K "creen17, 7-27.

M$C$be, C. <1981$= JRe$lis6 $nd Cine6$ "otes on rehti$n +hesesK in +.ennett, (. oyd-o#6$n, C. Merer, $nd /. 'ooll$ott <eds= <1981= PopularTele'ision and Film, London ritish Fil6 nstituteI@pen Nniersity, 21;-3.

M$C$be, C. <1981b= J ays of !ope( $ Response to Colin MrthurK in +. ennett,

(. oyd-o#6$n, C. Merer, $nd /. 'ooll$ott <eds= <1981= Popular Tele'ision and Film, London ritish Fil6 nstituteI@pen Nniersity, 310-13.

M$C$be, C. <1981= JMe6ory, F$nt$sy, dentity $ys o5 Aope $nd the olitis o5the $stK in +. ennett, (. oyd-o#6$n, C. Merer, $nd /. 'ooll$ott <eds= <1981= Popular Tele'ision and Film, London, ritish Fil6 nstituteI@pen Nniersity, 314-18.

M$C$be, C. <198;= Je5inin! opul$r CultureK in C. M$C$be <ed. = <198;= !ighTheory0Low Culture, M$nhester M$nhester Nniersity ress, 1-10.

MEu$il, . <ed. = <1972= The "ociology of Mass Communications, A$r6onds#orth

en!uin.

MEu$il, ., lu6ler, /., $nd ro#n, /. <1972= J+he +eleision udiene $ ReisederspetieK in . MEu$il <ed. = <1972= The "ociology of Mass Communications,A$r6onds#orth en!uin, 13-;.

-33;-

MEu$il, . $nd (iune, . <eds= <198;= )ew Media Politics/ Comparati'e Perspecti'es in ,estern ?urope, London ($!e.

MRobbie, . <1984= J$ne $nd (oi$l F$nt$syK in . MRobbie $nd M. "$$<eds= <1984= Gender and Generation, London M$6ill$n, 130-;1.

MRobbie, . $nd "$$, M. <eds= <1984= Gender and Generation, LondonM$6ill$n.

M$r, . <1984= emographic Aistas/ Tele'ision in .merican Culture, hil$delphi$Nniersity o5 ennsyl$ni$ ress.



M$ster6$n, L. <ed. = <1984= Tele'ision Mythologies/ "tars( "hows and "igns,London Co6edi$IM Medi$ ress.

M$ttel$rt, . <1980= Mass Media( >deologies and the Re'olutionary Mo'ement ,(usse: A$rester.

M$ttel$rt, . $nd (ie!el$ub, (. <eds= <1979= Communication and Class "truggle Bol.

1, "e# )or* ntern$tion$l ener$l.

Mellen$6p, . <1977= J(pet$le $nd (pet$tor, K Cine;tracts 1 2, 28-3.

Mellen$6p, . <198= J(itu$tion $nd (i6ul$tion $n ntrodution to Loe LuyD,K "creen 2; 2, 30-40.

Merer, C. <198;$= JCo6pliit le$suresK in +. ennett, C. Merer, $nd /. 'ooll$ott<eds= <198;= Popular Culture and "ocial Relations, Milton eynes $nd hil$delphi$@pen Nniersity ress, 0-;8.

Merer, C. <198;b= J+h$tDs %ntert$in6ent the Resiliene o5 opul$r For6sK in +.ennett, C. Merer, $nd /. 'ooll$ott <eds= <198;= Popular Culture and "ocial

Relations, Milton eynes $nd hil$delphi$ @pen Nniersity ress, 177-9.

Met$l5, . $nd Au6phries, M. <eds= <198= The "e<uality of Men, London luto.

Mih$els, %. <198;= Jbori!in$l Content, K p$per presented $t the ustr$li$n (reen(tudies ssoi$tion Con5erene, (ydney, ee6ber 198;.

Mills, . $nd Rie, . <1982= JEuiin! the opul$r, K "creen ?ducation 41'interI(prin!, 1-2.

Modles*i, +. <1982= Lo'ing with a Aengeance/ Mass Produced Fantasies for ,omen,London Methuen.

Modles*i, +. <1983= J+he Rhyth6s o5 Reeption $yti6e +eleision $nd 'o6enDs'or*K in %. . $pl$n <ed. = <198b= Regarding Tele'ision, Los n!eles 6eri$nFil6 nstituteINniersity ubli$tions o5 6eri$, ;7-7.

Modles*i, +. <ed. = <198;= "tudies in ?ntertainment/ Critical .pproaches to MassCulture, loo6in!ton $nd ndi$n$polis ndi$n$ Nniersity ress.

Mon$o, /. <1977= !ow to Read a Film, @:5ord @:5ord Nniersity ress.

-337-

Morley, . <1980$= The )ationwide .udience/ "tructure and ecoding , Londonritish Fil6 nstitute.

Morley, . <1980b= J+e:ts, Re$ders, (ub?etsK in (. A$ll, . Aobson, . Lo#e, $nd. 'illis <eds= <1980= Culture( Media( Language, London Authinson, 1;3-73.

Morley, . <1981= J+he )ationwide udiene - $ Criti$l ostsript, K "creen ?ducation 39, 3-14.



Morley, . <1983= JCultur$l +r$ns5or6$tions the olitis o5 Resist$neK in A. $is$nd . '$lton <eds= <1983= Language( >mage( Media, London l$*#ell, 104-19.

Morley, . <198;= Family Tele'ision, London Co6edi$.

Morse, M. <1983= J(port on +eleision Repl$y $nd ispl$yK in %. . $pl$n <ed. =<1983b= Regarding Tele'ision, Los n!eles 6eri$n Fil6 nstituteINniersityubli$tions o5 6eri$, 44-;;.

Morse, M. <198;= Jost (ynhroniin! Ro* Musi $nd +eleisionK, Eournal ofCommunication >nuiry 10 1, 1-28.

Moye, . <198= Jorno!r$phyK in . Met$l5 $nd M. Au6phries <eds= <198= The"e<uality of Men, London luto, 44-;9.

Muley, L. <197= JBisu$l le$sure $nd "$rr$tie Cine6$, K "creen 1;3, ;-18, $lsoin +. ennett, (. oyd-o#6$n, C. Merer, $nd /. 'ooll$ott <eds= <1981= PopularTele'ision and Film, London ritish Fil6 nstituteI@pen Nniersity, 20;-1.

Muley, L. <1977-8= Jou!l$s (ir* $nd Melodr$6$, K Mo'ie 2, 3.

Muley, L. $nd A$llid$y, /. <eds= <1972= ouglas "ir+ , %dinbur!h %dinbur!h Fil6Festi$l.

Mu6by, . $nd (pit$*, C. <198= Jdeolo!y $nd +eleision "e#s Met$phorin$lysis o5 oliti$l (tories, K Central "tates "peech Eournal 343, 1;2-71.

"e$le, (. <1977= Jrop$!$nd$, K "creen 18 3, 9-40.

"e$le, (. <1981= Jenre $nd Cine6$K in +. ennett, (. oyd-o#6$n, C. Merer,$nd /. 'ooll$ott <eds= <1981= Popular Tele'ision and Film, London ritish Fil6

nstituteI@pen Nniersity, ;-2. "e$le, (. <1983= JM$sulinity $s (pet$le, K "creen, 24 ;, 2-17.

"elson, C. <198= J%noys o5 @therness i55erene $nd Continuity in Fe6inistCritiis6K in . +reihler, C. r$6er$e, $nd . (t$55ord <eds= <198= For .lma Mater/ Theory and Practice in Feminist "cholarship, Nrb$n$ Nniersity o5 llinoisress.

"e#o6b, A. <ed. = <1982= Tele'ision/ the Critical Aiew, "e# )or* @:5ordNniersity ress.

"e#o6b, A. <1984= J@n the i$lo!i spets o5 M$ss Co66uni$tion, K Critical

"tudies in Mass Communication 1 1, 34-0.

"e#o6b, A. $nd lley, R. <1983= The Producer-s Medium/ Con'ersations with .merica-s Leading Tele'ision Producers, "e# )or* @:5ord Nniersity ress.

-338-



"e#o6b, A. $nd Airsh, . <1984= J+eleision $s $ Cultur$l Foru6 6pli$tions5or Rese$rhK in '. Ro#l$nd $nd . '$t*ins <eds= <1984= >nterpreting Tele'ision/Current Research Perspecti'es, eerly Aills ($!e, 8-73.

"o#ell-(6ith, . <1977= JMinelli $nd Melodr$6$, K "creen 18 2, 113-18.

@n!, '. <1982= rality and Literacy/ the Technologi=ing of the ,ord , London

Methuen.

@sborn, . <1984= Jids +B (oundin! the +err$in, K unpublished p$per, 'esternustr$li$n nstitute o5 +ehnolo!y.

@D(ulli$n, +., A$rtley, /., ($unders, ., $nd Fis*e, /. <1983= ey Concepts inCommunication, London Methuen.

$l6er, . <198;= The Li'ely .udience/ a "tudy of Children around the TA "et ,(ydney llen & Nn#in.

$r*in, F. <1972= Class >neuality and Political rder , London $l$din.

$tton, . $nd oole, R. <eds= <198= ,ar0Masculinity, (ydney nterentionubli$tions.

orter, . <1977= J(o$p +i6e +hou!hts on $ Co66odity rt For6, K College ?nglish 38, 783.

ropp, B. <19;8= The Morphology of the Fol+tale, ustin Nniersity o5 +e:$s ress.

R$d#$y, /. <1984= Reading the Romance/ Feminism and the Representation of,omen in Popular Culture, Ch$pel Aill Nniersity o5 "orth C$rolin$ ress.

Ro!!e, /. N. <1987= J+he Medi$ in %eryd$y F$6ily Li5e - (o6e io!r$phi$l $nd

+ypolo!i$l spets, K p$per presented to the se6in$r on Rethin+ing the .udience,Nniersity o5 +ubin!en, Febru$ry 1987.

Root, /. <1984= Pictures of ,omen/ "e<uality, London $ndor$ICh$nnel 4.

Ros$ldo, M. $nd L$6phere, L. <eds= <1974= ,omen( Culture and "ociety, (t$n5ord(t$n5ord Nniersity ress.

Ross, . <198;= JM$sulinity and Miami Aice (ellin! n, K <ford Literary Re'iew8 1 & 2, 143-4.

Ross, . <1987= J Miami Aice (ellin! n, K Communication 9 3I4, 30-34.

Ro#l$nd, '. $nd '$t*ins, . <eds= <1984= >nterpreting Tele'ision/ Current Research Perspecti'es, eerly Aills ($!e.

($id, %. <1984= The ,orld( the Te<t and the Critic, C$6brid!e, M$ss. A$r$rdNniersity ress.

($6uel, R. <ed. = <1981= People-s !istory and "ocialist Theory, London Routled!e& e!$n $ul.



(hi55, (. <198= J'h$t ynasty ($ys $bout 6eri$, K Aanity Fair 47 12, ;4-7.

-339-

(hlesin!er, ., Murdo*, ., $nd %lliott, . <1983= Tele'ising Terrorism, LondonCo6edi$.

(h#ihtenber!, C. <1987= J(ensu$l (ur5$es $nd (tylisti %:ess the le$sure $ndolitis o5 Miami Aice( Eournal( of Communication >nuiry 10 3, 4-;.

(e$l, . <198;= Jl$yK, p$per deliered to the ender $nd +eleision roup, erth,'estern ustr$li$, Febru$ry 198;.

(eiter, %., reutner, ., '$rth, %. M., $nd orhers, A. <1987= JonDt +re$t NsLi*e 'eDre (o (tupid $nd "$ieD +o#$rds $n %thno!r$phy o5 (o$p @per$ Bie#ers,K p$per presented $t the se6in$r on Rethin+ing the .udience, Nniersity o5 +ubin!en,Febru$ry 1987.

(ho#$lter, %. <198$= The )ew Feminist Criticism/ ?ssays on ,omen( Literatureand Theory, "e# )or* $ntheon.

(ho#$lter, %. <198b= JFe6inist Critiis6 in the 'ildernessK in %. (ho#$lter <ed. =<198$= The )ew Feminist Criticism/ ?ssays on ,omen( Literature and Theory, "e#)or* $ntheon, 243-70.

(iler6$n, . <1983= The "ub%ect of "emiotics, @:5ord @:5ord Nniersity ress.

(ilerstone, R. <1981= The Message of Tele'ision/ Myth and )arrati'e inContemporary Culture, London Aeine6$nn.

(in!er, /. L. $nd (in!er, . . <1980= J6$!in$tie l$y in reshoolers. (o6e

Rese$rh $nd +heoreti$l 6pli$tions, K p$per presented in sy6posiu6 on The Roleof Pretend in Cogniti'e;?motional e'elopment , 6eri$n syholo!i$lssoi$tion nnu$l Conention, Montre$l, (epte6ber 1980.

(ont$!, (. <ed. = <1983= Barthes/ "elected ,ritings, London Font$n$ICollins.

(tephenson, '. <19;7= Play Theory of Mass Communication, Chi$!o Nniersity o5Chi$!o ress.

(tone, . <1971= J6eri$n (ports l$y $nd ispl$yK in %. unnin! <ed. = <1971=The "ociology of "port/ a "election of Readings, London C$ss, 47-9.

+etl$55, . <198;= JM+B $nd the olitis o5 ost6odern op, K Eournal ofCommunication >nuiry 10 1, 80-91.

+horburn, . <1982= J+eleision Melodr$6$K in A. "e#o6b <ed. = <1982=Tele'ision/ the Critical Aiew, "e# )or* @:5ord Nniersity ress, 29-4;

+odoro, +. <1977= The Poetics of Prose, @:5ord l$*#ell.

+olson, . <1977= The Limits of Masculinity/ Male >dentity and ,omen-s Liberation,



"e# )or* A$rper & Ro#.

+olson, . <1984= Jnedot$l +eleision, K p$per presented $t the ustr$li$n (reen(tudies ssoi$tion Con5erene, risb$ne, 1984.

+reihler, ., r$6er$e, C., $nd (t$55ord, . <eds= <198= For .lma Mater/ Theoryand Practice in Feminist "cholarship, Nrb$n$ Nniersity o5 llinois ress.

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+ribe, . <1981= JAistory $nd the rodution o5 Me6ories, K in +. ennett, (. oyd-o#6$n, C. Merer, $nd /. 'ooll$ott <eds= <1981= Popular Tele'ision and Film,London ritish Fil6 nstituteI@pen Nniersity, 319-2;.

+ulloh, /. $nd l$r$do, M. <1983= r ,ho( the Dnfolding Te<t , LondonM$6ill$n.

+ulloh, /. $nd Mor$n, . <1984= J . Country Practice ppro$hin! the udiene, K

p$per deliered $t the ustr$li$n Co66uni$tion ssoi$tion Con5erene, erth,1984.

+ulloh, /. $nd Mor$n, . <198;= . Country Practice/ Iuality "oap( (ydneyCurreny ress.

+urnbull, (. <1984= J Prisoner $tterns o5 @pposition $nd denti5i$tion, Kunpublished p$per, L$ +robe Nniersity, "oe6ber 1984.

+urner, . <198= J"ost$l!i$ 5or the ri6itie 'ildli5e ou6ent$ries on +B, K .ustralian Eournal of Cultural "tudies 3 1, ;2-71.

Bolosino, B. <1973= Mar<ism and the Philosophy of Language, "e# )or* (e6in$r

ress.

'$ites, ., ennett, +., $nd M$rtin, . <eds= <1982= Popular Culture/ Past and Present , London Croo6 Ael6I@pen Nniersity ress.

'$tt, . <197= The Rise of the )o'el , A$r6onds#orth en!uin.

'iebel, . <1977= Mirror Mirror/ >mages of ,omen Reflected in Popular Culture, "e# )or* nhor.

'ille6$n, . <1978= J"otes on (ub?etiity @n Re$din! %d#$rd r$ni!$nDs(ub?etiity under (ie!e, K "creen 19, 41-;9.

'illi$6s, R. <1974= Tele'ision/ Technology and Cultural Form, London Font$n$.

'illi$6s, R. <1977= J Leture on Re$lis6, K "creen 18 1, ;1-74.

'illi$6son, /. <1978= ecoding .d'ertisements, London M$rion oy$rs.

'illi$6son, /. <198;= J+he M$*in! o5 $ M$teri$l irl, K )ew "ocialist , @tober, 4;-7.





S/2ect inde4

$berr$nt deodin! ;, 94$tin! 121, 13, 1;4, 17, 178, 184$tion #:, 28, 30, 124, 143, 1;0-2, 21, 22$torI$tress see pl$yer$ddress 48-;1, 14;

$dertise6ent <o66eri$ls= 14-1, 100-4, 11;, 14, 14;-7, 188, 22;, 240, 20-1, 23-4, 2, 28, 6;2, 271-3, 281, 31$estheti 12-13, 18, 110, 1;, 197, 219, 227-8, 247-8, 30;$!e 9, 17, 0, 1, ;2, 18, 32$lien$tion 14, 1;9$rtiul$tion ;8, 12;, 271, 71;8:, 314, 320$udiene 1, 13, 14, #6;#7 , 2;, 28, 37, 4, ;, 8, ;2-83, 84, 8, 92-4, 97-8, 107,109, 111, 113, 12, 147, 1;2, #69, 179, 272-3, 281, 303, 312-13, 323, 32;$uthor 1, 22, 94-;, 100, 12, 237-9, 2;0, 273, 288, 292, 29, 30 bin$ry opposition 129, #1;1, 138, 142, 1;2-3, 307 body 13, 9, 12, 1;4-, 178, 18-8, 200-1, 20, 219, 224-, 228-30, 232, 2:;3:, 2, 27-8, 2;3-4, 277$6er$ <#or*= , 6;8, 22, 27-33, 3, 119, 219, 22, 238, 2;1-3$6er$lose-up 7, 27, 31-3, 183-4, 22, 229, 24;, 23, 2, 28-9, 2;3$6er$e:tre6e lose-up 7, 31-3, 8, 23, 2, 301$6er$6id-shot 7$pit$lis6 -;, 13, 18, 24, 33-, 38, 43, 49, 8-;, 90, 134-, 1;4, 188, 201, 20-;,210-11, 230, 248, 2;1, 2;;, 27, 309-10, 32;$rni$l 2:;62, 2;7, 277$rtoons 7;, 209, 242$stin! 8$te!ori$tion 12, 19, 179, 28;-7, 293entri5u!$l 89, 233, 317entripet$l 89, 233, 317h$r$ter 9, 23, 28, 33, 77, 79-80, 9;, 109, 117, ##9;3, 129-31, #17;8, 141-2,14, #29;78, 184, 193-, 20, 217, 294-h$r$ter roles #17;9, 142, 284, 29l$ss 9, 10-13, 17-18, 42-3, 0-1, ;2-4, 81-2, 8;, 88, 90, 111, 132-, 18, 17,178, 190, 227-8, 2;;, 270, 27, 28;, 322-4l$#b$* 88;9, 300losure 84, 9, 98;9, 101, 103, 10, 131, 143-7, 14, 1;2, 179-80, 189, 19;, 198,21, 217, 239, 2;3, 284, 307-8ode 2;#1, 1;, 1-2, ;, 92, 94, 112, ##3;#6 , 119, #2;2, 14;-7, 19, 272, 303-;o66odity 13-14, 8, 227, 21, 24-, 38;62, 271-2, 281, 289o66onsense ;, 40, 42-3, 1, 4, 92, 98, 130, 134, 140, 1;7, 28, 293onsent 40-1, 183onsu6er<is6= 39, 20, 28, 2;0-2, 2;4, 271, 273-4, 27;-8, 310-11ont$in6ent 81;1:#

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ontent 21-4, 34-, 109, 177, 213, 29;ontr$dition 2;, 33, 3, 0-1, 4-, ;0, ;7, 70, 81, 87;9:, 91-2, 94, 99, 101, 104,107, 113, 12;, 131-3, 148, 14, 1;2-3, 188-9, 191, 201, 20, 212, 2;3, 298, 300, 302, 30, 321onention 4-;, 1;, 19, 30, 37-8, ;, 80, 92, 9;, 110-1, 124-, 130, 148, 283, 28-;,303, 307, 321ostu6e 10ritiis6 ##7;#9, 1;0, 231ultur$l $pit$l #8;#9, 20, 7, 193, 2;;, 2;8, 314-1;ultur$l o66odity 14, 8, 78, 110, 112, 114, 1#:;#1, 319, 321-3ultur$l o6petene 19, 42, 308ultur$l dope 17, 19, 119, 121, 309, 31ultur$l <te:tu$l= eono6y 18, 227, 277, 1##;#1( 1;2, 32;ultur$l proess 17-19ulture 1, 4, #8;:, 21, 2, 3;, 41-2, 48, ;0, ;3, 72-7, 93, 9;, 11, 143, 14;, 240,2;;, 323ulture industry 38, 47, 93, 110, 308, 320-3deenteredness 190, 19-7, 217-18, 233, 308

de5er6ent #8;2, 14;, 21;di$lo!i 89, 90, 10;di$lo!ue -;, 11, 30, 32, 184, 21, 29die!esis 130-1, 14-7, 17;, 19, 27, 2;0disourse 12, #2;#3 21 , 2, 29, 3, 37, 38, 41-4, 49, 2, 3-, ;3, ;;-7, 70, 74, 80,82, 84-9, 118, 131, 142, 144, #3#;62, 1;7, 192, 204, 232, 22-4, 282, 288-9, 291-2, 307-8, 321disruption 7, 93, 98, 138-40, 14-;, #8:;, 183, 191, 228, 24, 249, 2;0, 2;2, 283-;, 288-9, 293, 297-8, 301-8diersity 1;, , 8, ;3, ;;, 81, 89, 93, 94, 107, 12;, 144, 179, 228, 303, 307, 31;,1#9;6

dou6ent$ry 28-30, 4, 4;, 9, 129do6in$nt 20-1, 8;, 2;1, 28;, 317-19do6in$nt speul$rity 8, 2, 2;, 28, 33, 3, 8;, 87, 130, 21do6in$tion 1;, 19, 40-1, 43, 44, 73, 8;, 92-3, 99, 12;, 18;, 197, 21;, 31;-17editin! , 8, 22, 2, 6;9, 111, 184, 219, 238, 2-8, 2;0, 2;2-3, 272e55et #9;:, ;7, 93e55etiity 13, 19-20, 3, 40, 4, ;1, 83, 140, 173, 189, 241, 299, 318, 32;e6po#er6ent 14, 184-92, 231-2, 23;, 239, 242, 247, 249, 20, 23-4, 2;0, 2;4, 277, 314entert$in6ent 27-7, 282, 32;es$pis6 317

ethno!r$phy ;3, 72, 73, 93, 94, 124, 12, 30e$sion 19, 7, 89, 127, 230, 234, 240, 2;0, 273-4, 314, 317e:ess 9, 9:;1, 104, 122, 133, 10, 1;4, 184, 192-4, 20;, 240, 243-4, 24;-7, 249,27-8, 2;1, 2;3-4, 277, 280, 293, 312e:orpor$tion 23-4, 31e:no6in$tion 2;2, 134, 1;7, 289, 9:;#, 292, 298-301e:sription 204-, 210, 212, 221, 275$6ily 0, 4-8, ;1, ;3, 72, 7-7, 134, 144-, 1;3, 181-2, 18;, 190, 19;, 20;, 218,


































































































































































































































































































































































































































































































































































































































































































































































































































































































































































279, 2815$n 19, 70, 8, 91, 97, 113, 118, 119, 121, 123-7, 149-4, 172-3, 17, 181-2, 193,21;, 237-8, 2495$nt$sy 24, 79, 101, 12, 172, 18-8, 200, 209, 277, 1#7;#95e6ininity 12, 1;, 19, 38, ;;, 70, 71, 7, 77, 81, 90, 93, 112, 113, 11, 144, 14;, 18, 1;1, 1;7, #79;97 , 198, 232, 24;-7, 27, 308, 3175e6inis6 39-40, 43, 4, 47, 2, 9, ;7, 90, 1;3, 1;;-8, 325etish 22-;, 23, 2;;5i!ure 142-3, 195in$ni$l eono6y 311-13, 324, 32;5lo# 1, 1;, 79, 99;#:3, 1095ol* ulture 107, 13-8, 141, 147-8

-349-

5or6 23, 2;11, 10;, 112, 177, 293, 29;, 30;5or6ul$ 10;, 110, 1;Fr$n*5urt (hool 38, 39, 93

5untion <o5 n$rr$tie= 13-8, 141-2, 29!$6e sho#s 97, 11, 18;!$e 11, 7, 8, 18;, 22, 24;-7, 23, 28, 29!ender 9, 12, 13, 1, 17, 38, 42, 43, 4, 0-2, 9, ;2, ;;-7, 71-2, 8;-7, 111, 113, 132,18, 1;0-1, 1;7-8, 178, #79;1( 230 , 29, 282-3, 322-3!enre 7;, 84, 92, 9;, #:8;#3, 128, 147, #66( 179-80 , 193, 220-2, 24, 2;2, 271, 282!l$ne 28, 7, 8!ossip 7;, 77;8:, 84, 97, 98, 10;, 108, 123, 17-;, 179, 279, 282, 322!rotesGue 242-3, 27;9, 2;3-4h$66o*in! 102he!e6ony 40-1, 44, 7, 93, 133, 140, 183, 192, 197, 217, 218-19, 223, 22, 234-,

248-9, 270, 278hero te$6 #;#2, 217, 221, 28;, 298heroIine 7-13, 1;, 24-, 33, 3;, ;4, 84, 8;, 92, 93, 111, 121, 130, 132, 133, #13;2#,14;, 149, 1;1, 177, 18;, 192, 201, 212, 28, 29, 301hetero!eneity 17, 19, 37, 41, 8, 87, 98, 147-8, 234, 23;, 240hetero!lossi$ 89, 90, 9;hier$rhy o5 disourses 2, 2;, 29, 33, 3, 39, 40, 43, 8;, 94, 9;, 1;7, 288, 290, 321ho6o!eneity 12, 1;, 17, 19, 38, 41, 84, 89, 100, 133, 147-8, 234, 23;, 240, 309, 31;, 319, 324-;hyperre$l 21, 2;0identi5i$tion 0, , 9, 12, 10, 14, 1;, #69;78, 194, 20, 213, 217

ideolo!i$l identi5i$tion 17;-8ideolo!i$l ple$sure 240ideolo!i$l pr$tie 11-12, 2, 34, 3;, 1-2, 88, 130, 1;0, 277, 284-;, 290, 309, 31ideolo!y 3;6 , 8-17, 19-20, 24-, 11;27 , ;0, ;3-4, ;;-7, 70, 88, 92-3, 110-14, 130, 138-40, 11, 13, 1;0, 1;3, 1;9, 201, 20, 233, 240, 20, 2;0, 278, 284-9, 293, 30;,309-10, 314, 317, 32ideolo!y <do6in$nt= 1, 9, 11-12, 1;, 2-;, 33, 3-41, 47, 2, ;4, 8, 88, 91, 93-4,112, 117, 140, 1;;-7, 1;9-71, 181, 187, 192, 198, 218, 22-7, 234, 247-8, 23, 27,













































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































291, 30;, 32i6pli$tion 12, 171, #71;6 , 184, 189i6pli$tion e:tri$tion 174-;, 178, 189-90, 232, 23;inorpor$tion 38-9, 4, 23;, 241, 273, 27, 310, 31indies <o5 n$rr$tie= 141-2indiidu$l 48-1, 79, 88, 10, 130, #3;1( #38;66, 1;9-70, 17;-8, 201, 211, 24;, 29,294, 299inoul$tion 39, 9:;#, 299, 302interpell$tion 31;8, 1;2, 310interte:tu$lity 8, 9, 1-17, 8, #:8;7 , 128, 142, 143-4, 147, 17;, 208, 21-2, 29interte:tu$lity, horiont$l #:8;#7 , 208-9interte:tu$lity, erti$l 108, ##7;6 , 208-9irony 11, 83;7 , 92 ?o*e 11, 12, 1;, ;;-7, 87 %ouissance 183, 224, 227-30, 20*no#led!e 27, 3-4, ;;, 79, 10;-8, 114-1;, 143, 242, 2;;-9, 274-9, 282, 304l$n!u$!e 41, 42, 44, 49, 2, 7, 9, ;9, 78, 89, 90, 11;, 121, 122, 128, 141, 183, 229,241, 318

langue 128, 129, 131, 138li!htin! , 8, 30, 32, 33, 92, 111lieness 22, 23, 149, 272-3loo* 28-30, 7, 8, 22-7, 242-4, 24;-7, 22-3, 27, 2;1, 2;4lu* 2;9-71

-30-

porno!r$phy 184-, 210-12, 22 positionin! 2, 33, 3, 4, 9, 91, 139, 212, 22;, 28, 271, 303-4 post6odernis6 10, 11;, 22, 249, 32;3

po#er 8, 14, 1;-19, 42, 44, 47, ;9, 7-7, 89, 93, 112, 12;, 134, 174, 178, #82;9, 201-2, 20;, 212, 224-, 231, 233, 2;0, 2;;-9, 277, 308, 1#2;#9, 32; produers 4, 14, 17, ;, 7, 93, 97, 109-13, 11, 118, 124, 149-1, 239, 24, 2;2,283, 310-12, 319, 322, 324 pro!r$6 14-17, 19, 4, 77, 81, 83, 88, 102, 107, 110, 111, 11, 121, 14;, 312, 319 pro!ressie 30, 34, 4;, 47, ;7, 114, 194-, 228 prolet$ri$n shoppin! 2;2-3 psyho$n$lysis 9-;1 pun 104, 273Gui sho#s 97, 129, 14, 11, 63;8:r$e , 9, 10, 17, 43, 2, ;2, 84, 8;, 111, 134, 18, 1;0-1, 178, 214, 32

r$di$l 30, 33-8, 4-7, 88, 9, 134, 140, 14, 193, 198, 287, 290-1re$der 14, 1;, #7 , 3, 41, 4;, ;2, 63;81, 84, 8;, 93-4, 9;, 98, 103, 114, 122, 142-4, 1;3, 194, 227, 230, 308re$der <or ie#er or sub?et= positionin! 11, 2, 39, 4;, 7, 91, 121, 1;3-4, 173, 189-90, 194-, 22, 2;0, 2;7re$din! 1;, 19, 40, 4, 47, ;2, 63;81, 8, 92;9, 111, 114, 11;-18, 129-30, #29;78,181, 193, 230, 11;2, 1:;8, 319re$din!I6e$nin! <do6in$nt= ;4, 82, 8;, 91, 118


















































































































































































































































































































































































































































































































































































































































































































































































































































































re$din! <ne!oti$ted= ;4, 82re$din! <opposition$l= ;3, ;4, 82, 88, 93, 107, 198, 222, 247, 28, 302re$din! <pre5erred= 62;3, 8;, 92, 93, 114, 117, 118re$din! rel$tions ;1, 80, 100, 107, 117, 14, 1;9, 17, 222, 237, 239, 282, 288, 308,31re$din! str$te!y 4-, 88, 9;, 113, 119, 121, 129-30, 11, #31;68, 171, 17;-8, 198,222, 307-8re$lis6 ;, #;27 , 1, 80, 87, 97;9, 103, 11, 121-, 129, #1:;#, 140, 143-4, #3#;2,178, 209, 230, 294re$lis6 oper$tor 141, 1;1, 214re$lity <the re$l= 4-;, 21, 22-30, 41-7, ;0, 83, 11-19, 121-3, 128, 131, #21, 147,#69;78, 231, 20, 283, 28;, 288-9, 291, 302reeption 14, 27, 71, 7;7 , 9, 11re5letion 21repertoire 82, 192, 237, 313, 322represent$tion , ;, 14, 21, 38, 43-7, 0, 2, ;0, 7;, 83, 91, 94-, 99, 11-1;, 121-2,124, 14;, 11, 13-4, 19, 1;8-78, 204-, 227, 231, 23;-9, 287, 307, 1#7resist$ne 19, 40-1, 2, ;8-70, 7, 77-8, 94, 98-9, 12;, 140, 191, 198, 222-3, 227,

230, 232, 23, 240-1, 24, 2;0, 273, 309, 1#2;#9ritu$l 110-11, 244, 2;-;rules 82, 192, 237, 313, 322shedulin! ;, 7, 100, 102, 104, 113, #29;3:, 1;;, 282, 319sreen theory 2, 48, 7, 9, ;1, 74, 83, 93se$6lessness 27-9se!6ent<$tion= 2, ;, 1;, 2, 94, 99;#:3, 14, 179, 219, 22;, 281, 284, 297, 303, 30sel5 49-0, 9-;0, #3;2, 1;4-, 170, 174, 17;-8, 200, 240, 29-;0se6ioti 1, ;, 19, 8;, 92-3, 9;, 12;, 133, 203, 241, 248, 287, 30se6ioti de6or$y 9, 23;, 239se6ioti e:ess 91-3, 20;, 302, 31;, 319

se6ioti po#er 93, 12;, 133, 31;-19, 32;settin! 10, 141-2, 1;1-2, 188, 193-4, 220, 22, 229, 240, 20, 318, 32;

-32-

si!ni5ied 84, 11;, 18, 229, 240, 20-1, 23, 29-;1, 31si!ni5ier 12, 84, 9;, 11;, 18, 228-9, 231, 233, 240, 243, 249-3, 2, 29-;1, 31, 317sito6 22, 7, 112-14, 14, 307so$p oper$ 19, 22-3, 38, 7, ;8, 7;-80, 8-;, 91, 9;, 103, 112-13, 11, 119, 121, 124-, 141, 14-;, 149, 12, 17-;, #79;97 , #3;1, 232, 273, 279, 282, 308

soi$l h$n!e 33, 3, 44-7, ;0, 88, 140, 32;soi$l di55erene 1;-17, ;-8, 81, 90, 241, 308, 32;soi$l re$lis6 22-3, 30, 4;soi$l rel$tions 1, 2;, 37, 41, 48-9, 2-3, 78, 81, 83, 87, 91, 117, 19;, 240, 29,308-9, 32;spet$le 20, 21;7 , 20, 22-3, 27, 29-;0, 2;4spet$tor 17, 2, 28, 7-8, ;1, 119, 177, 22-;, 24, 247, 20sport 8, 7-;, 97, 11;, 129, 14, 179, 209, 234-, 237, 22;9, 21





























































































































































































































































































































































































































































































































































































































































































































































































































































































































































































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