Page 10 - What is TV?
P. 10
Case Study: HBO
The medium of television has an inherent association with the feminine due to the natural relationship to mass culture and its situation in the domestic space. Due to this association, TV gets a bad rep. To negate the "vast wasteland" perception of the medium, HBO brands itself as "groundbreaking," and "culturally significant" to distance itself from the inferior status of television. HBO distances itself from the innate association with the femininity of the medium itself by stating, "It's not TV," in attempt to obtain a higher status than traditional television. The higher expense for the premium cable service also serves to elevate its status by attracting a wealthier audience.
Distance
from the
feminine =
legitimation
In order for television programming to establish "Quality," the show must distance itself from the feminine. HBO specifically accomplishes the Quality label by changing the discourse around its platform to negate feminized aspects of its programming and the medium.
s c i t i l o P n it sdi en it om oe FR
