TELEVISION REPRESENTING TELEVISION: HOW NBC'S 30 ROCK PARODIES
AND SATIRIZES THE CULTURAL INDUSTRIES
by
LAUREN M. BRATSLAVSKY
A THESIS
Presented to the School of Journalism and Communication
and the Graduate School of the University of Oregon
in partial fulfillment of the requirements
for the degree of
Master of Science
June 2009
"Television Representing Television: How NBC's 30 Rock Parodies and Satirizes the
Cultural Industries," a thesis prepared by Lauren M. Bratslavsky in partial fulfillment of
the requirements for the Master of Science degree in the School of Journalism and
Communication. This thesis has been approved and accepted by:
Committee in Charge: Carl Bybee, Chair
Patricia Curtin
Janet Wasko
Accepted by:
Dean of the Graduate School
11
© 2009 Lauren Bratslavsky
III
An Abstract of the Thesis of
Lauren Bratslavsky for the degree of
in the School of Journalism and Communication to be taken
IV
Master of Science
June 2009
Title: TELEVISION REPRESENTING TELEVISION: HOW NBC'S 30 ROCK
PARODIES AND SATIRIZES THE CULTURAL INDUSTRIES
Approved:
This project analyzes the cun-ent NBC television situation comedy 30 Rock for its
potential as a popular form of critical cultural criticism of the NBC network and, in
general, the cultural industries. The series is about the behind the scenes work of a
fictionalized comedy show, which like 30 Rock is also appearing on NBC. The show
draws on parody and satire to engage in an ongoing effort to generate humor as well as
commentary on the sitcom genre and industry practices such as corporate control over
creative content and product placement. Using a textual analysis, the show is examined to
explore issues related to the television industry, the production of culture, and the culture
of production. Of concern is the contradictory relationship between the critical potential
of 30 Rock's self-reflexive content and the commercial, commodity structure of the
television industry within which the series is located.
vCURRlCULUM VITAE
NAME OF AUTHOR: Lauren Bratslavsky
GRADUATE AND UNDERGRADUATE SCHOOLS ATTENDED:
University of Oregon; Eugene, OR
Miami University; Oxford, OH
DEGREES AWARDED:
Master of Science, Communication and Society, 2009, University of Oregon
Bachelor of Philosophy, Interdisciplinary Studies, 2005, Miami University
AREAS OF SPECIAL INTEREST:
Television Studies, Humor Theory, Cultural Studies
PROFESSIONAL EXPERIENCE:
Graduate Teaching Fellow, School of Journalism and Communication, September
2007 to June 2009.
Graduate Intern, Climate Leadership Initiative at the University of Oregon, June
2008 to June 2009.
AmeriCorp VISTA: Youth Media Coordinator, Media Bridges, September 2006
to September 2007.
Communications Director, Community Development Corporations Association
of Greater Cincinnati, September 2005 to September 2006.
GRANTS, AWARDS AND HONORS:
Top Paper, Television Representing Television, Association for Education in
Journalism and Mass Communication. 2008.
VI
ACKNOWLEDGMENTS
I wish to express appreciation to my committee for their time and assistance. Thank
you to Dr. Pat Curtin, whose qualitative methods course facilitated this project idea, Dr.
Carl Bybee, who helped to nurture and expand this project, and to Dr. Janet Wasko for her
vital perspective on the television industry and love of The Simpsons. Special thanks are
due to Dr. Kathleen Karlyn for providing the foundation to approach comedy and to
Professor Bish Sen for his views and discussions on television. A broad thank you to the
school for allowing me to thrive in this environment. And a thank you to television and in
particular the writers and cast of 30 Rock for keeping the sitcom alive and relevant.
Vll
TABLE OF CONTENTS
Chapter Page
I. INTRODUCTION .
II. LITERATURE REVIEW............................................................ 4
The Context of Television Studies..................................................................... 4
Culture and the Cultural Industries..................................................................... 5
The Television Industry................... 11
The Television Sitcom....................................................................................... 14
Situating the Sitcom in the Intertextual Landscape of Culture............................ 19
Approaches to Humor: Bergson, Freud, and Bakhtin 24
Parody and Satire.... 27
Areas of Inquiry....................................................................... 31
III. READING TELEVISION: A METHOD 33
The Case Study.................................................................................................. 36
Show Background............................................................................................. 37
Episode Overviews............................................................................................ 39
IV. ANALYSIS....................................................................................................... 42
Analysis Organization........................................................................................ 43
30 Rock in the Context of the Sitcom Genre....................................................... 44
Macro Level: The Representation of the Industry............................................... 46
Vlll
Chapter Page
Macro-Micro Overlap: The Relationship Between Jack and Liz......................... 50
Micro Level....................................................................................................... 59
Culture of Production.............................................................. 59
Corporate Interference into the Creative Process and Product..... 63
The Writing Process............................................................................... 64
Product Placement.................................................................................. 65
The Self-Reflexive Element............................................................................... 70
The Role of Parody and Satire 75
V. CONCLUSION 77
Future Research................................................................................................. 78
The Contradictions of Comedy About the Industry............................................ 81
A Sanctioned Space for Critical Humor.......................................... 84
APPENDIX: 30 ROCK REFERENCE TABLES 88
BIBLIOGRAPHy................. 90
IX
LIST OF FIGURES
Figure Page
4.1. "GE Org Chart" 49
1CHAPTER I
INTRODUCTION
In the fall of 2006, NBC premiered two television programs, both about
producing late night comedy sketch shows. One version was a drama, a serious portrayal,
and the other was a sitcom, a humorous and even satirical portrayal. The drama, Studio
60 on Sunset Strip, had an average rating of 3.6 at the end of the 2006-2007 season while
the sitcom, 30 Rock, had an average rating of2.7 (Hibberd, 2007). The drama garnered
more viewers. But which one was picked up for a second season? Despite the lower
rating, 30 Rock triumphed. There may be many reasons why the heavily promoted and
projected favorite Studio 60 (written by the esteemed Aaron Sorkin of West Wing fame)
was dropped while the underdog comedy was kept.
One of these reasons may be the portrayal of the subject matter-both shows
featured a late night comedy show that resembles the well-known and popular Saturday
Night Live but in drastically different ways. Perhaps a serious portrayal about the behind-
the-scenes of comedy does not resonate as well as a comedic perspective on the comedy
process. The characters on Studio 60 were too somber and approached comedy and
television production with the gravity of running the White House. The sitcom format, as
opposed to the drama, is comedic in its nature, allowing for characters to poke fun at
themselves, especially when it comes to the production of a comedy show.
2The aim of this project is to examine one sitcom in particular, 30 Rock, in an
effort to understand its humor and critical capabilities. The television sitcom is an
important text to study for at least two reasons. One, the sitcom is among the oldest and
most recognizable forms on television. Sitcoms are an established geme with a rich,
evolutionary history spanning from simplistic and moralistic origins that signify what the
middle class should be, to representing working class families facing "contemporary
realities" (Hemy, 2002, p. 272). The second reason is that the sitcom has emerged as a
potential site of social critique, commenting on everything from current events and
politics to reflecting on popular culture. Over the past couple of decades, the sitcom has
escalated its humor to a level containing self-aware jokes and reflexivity, such as
acknowledging geme conventions, television structure, popular culture, and the presence
of an audience. Perhaps the prime example of a sitcom containing satire and parody to the
effect of social critique is The Simpsons. The show has received a significant amount of
scholarly as well as popular attention (Gray, 2006; Hemy, 2002; Knox, 2006; Turner,
2005). In an effort to expand the existing work concerning television and the significance
of satire and parody, I offer a current television sitcom as a case study to analyze the
dynamics and signification of critical humor.
30 Rock is an NBC sitcom about a fictional variety show that is set in 30
Rockefeller Plaza, home to NBC Universal. The network and NBC's parent corporation,
General Electric, are frequently a part of the sitcom's content. 30 Rock focuses on several
subjects pertaining to television, such as sketch comedy (e.g. Saturday Night Live), the
structure of the television industry, television stars, and popular culture. Through humor,
3the show provides comments on issues such as media ownership, network executive
control over creative content, television ratings, stereotypes, and many other aspects. But
even with the subtle reflections on and critiques of television and popular culture, the
program is itself a cultural product and part of the television and cultural industries.
What follows is an examination of how television's programming represents and
reflects not only the television industry, but also the cultural industries-the entities that
produce, create, facilitate, distribute, and negotiate culture and cultural commodities such
as the television sitcom. Vital to the discussion is a framework for conceptualizing two
humor devices that both carry potential for critical commentary: parody, which aims to
mimic, imitate, and directly parallel other texts and formats, and satire, a type of humor
with the intent of critiquing the status quo.
Of central concern to this project is the tension between the sitcom's ability to be
satirical, which may include criticism of the industry, and the sitcom as commodity
within the industry. This potentially contradictory relationship presents an interesting
case study to examine commodified cultural products, the role of humor, and the
possibilities of meaningful social criticism. Satire and parody, especially within the
sitcom form, have the potential to portray the complexities and relations within and
around television, providing a unique perspective on the politics, content, consumption,
production, and representation of television. Using this program as a case study offers the
opportunity to examine some of the ways that satire and parody within a popular culture
text-the sitcom-may simultaneously critique and participate in the culture industry.
4CHAPTER II
LITERATURE REVIEW
This project draws on three broad areas of theory and research: approaches to the
cultural industries, television studies (with emphasis on the sitcom genre and textual
studies), and theories of humor. In the following discussion, these areas are briefly
examined with the goal of developing frameworks for defining culture, the sitcom, humor
devices used in the sitcom, and their interrelationships.
The Context of Television Studies
Why study television? Newcomb (2005b), editor of the influential Television: The
Critical View, offers two answers: "because it changed my life" (p.ll 0) and to address
"the larger social and cultural constructs that surround us" (p. 111). While the first reason
is relevant on an individual level, the latter point acknowledges personal experience is set
within a larger social and political context. He also raises two others questions: how does
television tell stories and how do television stories relate to the societies and cultures
where the programs appear? These three questions are the guiding framework to
academic television studies. Paths to answering these questions are not just within the
academy but also in the historical context "outside the academy." Newcomb is referring
"mainly to the changes in technology, policy, and economics, including political
economy, and the consequent alterations surrounding what television means industrially
5and creatively and, perhaps most important, culturally and socially as experienced in
homes, hotels, shopping malls, and other settings." (2005b, p. 108).
Early studies of television focused on the larger constructs but from the
perspective that television was a social problem with adverse effects (Newcomb, 2005a).
Developments in areas such as cultural studies and political economy have contributed to
a television studies field better equipped to examine the complex social and cultural
contexts, both positive and negative, associated with and around television. Thus, rather
than a study of television and solely quantitative effects, television studies emerged as an
interdisciplinary field. This new approach "produced methods to analyze the complex
relations between texts, audiences, and content, as well as the relationships between
media industries, state, and capitalist economies" (Kellner, 1995, p. 31). The movement
to include a broader range of approaches, such as the move from quantitative to
qualitative and from static to dynamic relations, along with influences of political
economy, have lead to the analysis of issues such as ideology, high and low culture, the
culture industry, class struggle, power, identity, dominant institutions, and hegemony.
Culture and the Cultural Industries
Drawing on cultural studies and political economy, the circuit of culture
framework was developed to address the complexities in the production, regulation,
dissemination, and identification of culture. The cultural circuit is a guiding framework to
understanding the relations and practices that produce and form culture (du Gay et aI.,
1997). The circuit consists of five cultural moments: representation, identity,
consumption, regulation, and production. The point in time, with given conditions and
6circumstances, at which these processes intersect is called the articulation. As a circuit,
each of these moments are relevant and important to one another; focusing on one aspect,
such as representation, does not exclude discussion on the other four moments. This
framework was developed in response to the growing recognition that culture is as crucial
to study as political and economic forces in society. This project is mostly concerned
with representation aspect of the circuit of culture as it relates to television, though in this
representation, issues of regulation and production are considered.
Defining culture will vary greatly, though this project aims to examine culture
from cultural studies as well as political economy frameworks where culture carries
meanings and culture can be commodities. Williams refers to culture "as the active
cultivation of the mind" and considers the forces that develop culture, the "process of this
development," and its forms (1981, p. 11). Hall explains culture as "shared meanings,"
elaborating on the processes and practices that construct meaning. Meaning is relevant to
all the processes in "our'cultural circuit'-in the construction of identity and the marking
of difference, in production and consumption, as well as in the regulation of social
conduct" (Hall, 1997, p. 4). Mass and popular culture have been commonly used to
describe shared meanings. But Kellner (1995) argues that these terms are ambiguous,
because "popular" can refer to originating from the people (such as the working class)
and "mass" can denote a commodity culture. Instead, he offers the designation "media
culture," used to encompass the industry and its artifacts, and which also "calls attention
to the circuit of production, distribution, and reception through which media culture is
produced, distributed, and consumed" (p. 34). This designation serves well in the context
7of this discussion since the subject of this study-a television show commenting on the
television industry-seems to embody the complexity of media culture.
Culture can also be paired with economy to help understand the industry of
culture as well as provide the dimensions of meaning and identity to the production of
culture (du Gay, 1997). Through a discourse of economy, including how economy relates
to culture and the language used to construct that, du Gay opens the notion of the
economy as a cultural phenomenon as well as an economic process, which can then be
seen to carry meaning. Cultural economy can be usefully broken into macro and micro
levels-a focus on industries and a focus on individuals. The former provides the
perspective to assess production, structure, and the factors involved in producing culture.
The latter is useful to examine not only identity and meaning-making, but also the culture
of production. Negus writes that the micro approach "focuses on everyday human agency
and the making of cultural meanings" (emphasis in original, 1997, p. 69), reminding us
that people in the culture industry are just as involved in culture and meaning making as
the "consumers" of media, thus leading to a discussion on the culture of production.
Stokes (2003) offers a succinct definition of the culture industry: "one which has
as its main function the production or distribution of art, entertainment or information"
(p. 101). Hesmondhalgh (2002) takes production a step further, noting that "the cultural
industries have usually been thought of as those institutions ... which are most directly
involved in the production of social meaning" (p. 11). The term covers the full range of
organizations, functions, and products, such as media corporations, publications, events,
programming, music, and so on. From the critical lens developed by Adorno and
8Horkheimer (from the Frankfurt school), the culture industry produces culture as a
commodity; not culture by the masses but cultural products by the industry, dictated by
the marketplace (Jhally, 1989). Hesmondhalgh (2002) notes that Adorno and
Horkheimer's conception of the "culture industry" carried the assumption of a unified
logic of all culture and a pessimistic view of "culture subsumed by capital" (p. 17), a
view that he found too limiting. Thus he offers the term cultural industries to reflect on
the multitude of cultural possibilities and associated industries. Specifically, he draws on
the French sociologist school (Bernard Miege) to expand the notion of the culture
industry into the cultural industries with the underlying assumptions that culture is
contested and complex.
Returning to the issue of commodities and the cultural industries, Murdock and
Golding (1997) write that the mass media are "industrial and commercial organizations
which produce and distribute commodities" (p. 4). Specifically, culture as commodity
occurs when "institutions in our society ... employ the characteristic modes of production
and organization of industrial corporations to produce and disseminate symbols in the
form of cultural goods and services" (Garnham, 1995, p. 78). A key component to this
political economic approach is that while cultural and media products are commodities,
the fact that they are cultural and media sets these commodities apart from others. The
commercial system of buying, selling, packaging, and disseminating culture through
channels of mass media may be similar to the practices of industrial corporations.
However, there are a number of differences that sets culture as commodities and media as
commodities apart. For one, "In addition to producing and distributing commodities,
9however, the mass media also disseminate ideas about economic and political structure"
(Murdock & Golding, 1997, p. 4). Thus, the content and meanings of these media and
cultural commodities are not just bought and sold, used, and shared, they also carry
ideological dimensions. Another departure from the typical commodity is that media can
be shared an indefinite number of times, though only purchased once or not even at all, in
the case of television.
Also a factor of the cultural industries is the shift towards complex ownership and
transindustrial media conglomerates (Hesmondhalgh, 2002; Louw, 2001; Meehan, 2005).
Hesmondhalgh (2002) calls this current era of ownership "complex professionalism,"
which is marked by "the increasing presence of large corporations in cultural markets" (p.
160). And as Bagdikian (2004) notes, the trend of traditionally non-media related
corporations purchasing media "properties" results in primary objectives of profit and
expansion, rather than cultural production for the sake of culture. Among the key
characteristics of the complex professionalism in the cultural industries is synergy, a
notion where "cross-promotion and cross-selling opportunities" are maximized by
common ownership. (Hesmondhalgh, 2002).
Synergy goes hand-in-hand with industry concentration, where conglomerates
consolidate and integrate. Murdock and Golding (1997) write of two types of integration:
horizontal, which "enables companies to consolidate and extend their control within a
particular sector of media production and to maximize the economies of scale and shared
resources" and vertical "when a company with interest in one stage of production process
extends its operations to other stages" (1997, pp. 11-12). These forms of integration
10
allows for greater opportunities to streamline production, such as a single corporation
capable of producing, disseminating, and promoting a cultural product such as a movie,
in addition to owning the movie theater, the amusement park, and the television shows
and magazines which interview the movie stars.
A prime example of the concentrated, integrated, synergistic transnational
conglomerate is General Electric, the multi-national corporation that purchased NBC in
order to "spread investment across a range of sectors" (Hesmondhalgh, 2002, p. 166).
Given that General Electric and NBC are of particular interest to this project, the
following is a very brief corporate profile with emphasis on NBC Universal. GE
purchased NBC in 1986 (although, GE had owned RCA and the beginnings of NBC up
until 1931). In 2004, GE joined the ranks of other big multi-faceted media corporations
by acquiring Universal Studios, which included movie studios, cable networks, and
theme parks (Meehan, 2005). With this addition to the media arm of GE, Meehan (2005)
writes that it seems as though "GE coordinated its broadcasting, cable, and satellite
operations to fully exploit its intellectual properties ...The acquisition signaled an
intensification of the vertical and horizontal integration that GE had already achieved in
ownership of '" NBC Studios" (p. 63). The NBC Universal division of GE now includes
the NBC network, operations of television stations and cable networks, production
facilities, distribution channels, Universal pictures, digital media (hulu.com, a joint
venture with Twentieth Century Fox), and other businesses. As of 2008, GE reported
profits around 26 billion, of which, NBC Universal makes up 11 percent of the total
segment profit (General Electric, 2009, p. 20). The other four major segments of GE are
11
Energy Infrastructure, Technology Infrastructure, Capital Finance, and Consumer and
Industrial. This information background will be useful in the analysis to help situate the
show's humor.
The Television Industry
As part of the cultural industries, television is a complex system of owners,
producers, advertisers, audiences, and texts. Institutional practices such as ratings and
focusing on demographic audiences have dictated the course of television programming
since television in the U.S. emerged as a fully commercial venture (Meehan, 2005).
Gitlin (1983) notes that network executives are primarily concerned with maximizing
profits by reaching the maximum audience, with little concern for "quality and explicit
ideology" (p. 25). In terms of audience, advertisers and networks seek programs with
mass appeal in order to attract a large number of eyeballs. However, programming that
attracts smaller audiences is acceptable as long as the programming attracts consumers
with higher income (Attallah, 1984; Hamamoto, 1989).
Once a television show, as well as a genre, proves successful in the ratings,
networks will typically try to reproduce that success, resulting in formulaic programs. As
Gitlin (1983) explains the process, television's "style becomes ritualized because
executives keep it that way and at the same time because its public expects television to
look the way that thirty years of commercial history have made it" (p. 30).
Hesmondhalgh (2002) notes that this is an important aspect to the cultural industries
where formatting is a strategy to cope with financial risks and ensure audience numbers.
One aspect of formatting is genres, which "are ways of organizing, regulating, and
12
hierarchizing themes, signifiers, and discourses" (Attallah, 1984, p. 232). Genres then are
beneficial on an economic level as well as on an audience level where we as viewers
become familiar with these standardizations. Formatting also includes relying on known
stars with familiar qualities to associate with texts (for example, using a celebrity to host
a new game show) and serials, which promise sameness with, minor but not threatening
variations. Another strategy is scheduling, where executives focus on the "flow' of
programming, considering whether a demographic tuned in for one show will watch the
subsequent show (Gitlin, 1983). This strategy also aids in developing programming
blocks of similar programming, especially the practice of scheduling a lead-in program in
order to strengthen ratings for the next program. The concept of flow originated with
Williams (1975) who considers flow a highly planned sequence of programming, a
phenomenon that we as viewers are accustomed to viewing and accepting.
It is important to consider the political and ideological dimension to television
programming. As Gitlin (1983) notes, executives are not interested in the ideological and
political underpinnings of programming-unless it's useful to attract audiences and
higher ratings. Furthermore, Gitlin writes of television entertainment
beneath its consensus on uplift and the well-appointed life, has become a
contested zone. As long as television shows are packaged more than
written, the process is automatically political more than artistic ...Their
polling process softens most sharp. lines, one reason why the shows
usually lack the conviction and the sense of internal proportion that make
real art. These shows are registries of symbols, central bulletin boards on
which the looks of social types get posted. (p. 248).
Although written more than 20 years ago, this process applies to the history as
well as contemporary television programming. While programming may contain
13
ideological dimensions (consider All in the Family, where the clash between
liberalism and staunch conservatism, marked by racism and xenophobia, played
out), the fact that television is a medium for the masses smoothes over any real
conflict. Thus television becomes a conservative medium, with executives aiming
towards rating success and audience appeal, even if underlying themes of politics,
race, women's rights, social injustice, anti-war sentiments, fundamentalist
agendas, and so on, surface into programming. Politically and socially relevant
content, that may be construed as liberal, may be further negated by the overall
picture that television presents; consider the difference between FOX's
entertainment programming (namely, The Simpsons) and the FOX News
Network, known its neo-conservative views.
Attalllah (1984) points out that the television industry is dependent on audience
approval and acceptance, thus necessitating a balance between audience pleasure and
economic pressures from advertisers and network expectations for profitability. He uses
the sitcom as an example to illustrate how a program needs to have entertainment value,
be different from other programs while maintaining familiar structures, and to some
degree, to represent reality. But economically, the program needs high ratings, which ties
in with advertising money and profitability for the network; or as Attallah describes from
an institutional and economic perspective- as a commodity no different than any other.
However, television programming, and media commodities in general, are not
strictly commodities like any other. Media commodities are different for a number of
reasons. As noted earlier in the discussion, media commodities carry ideological
14
dimensions. Also, as noted with Attallah's point on the television audience, the audience
is a commodity associated with the media commodity. Mosco (1996) explains this as
"Mass media programming is used to construct audiences; advertisers pay media
companies for access to these audiences; audiences are thereby delivered to advertisers"
(p. 148). This is a concise summary of Smythe's (1977) argument of television as a two-
commodity system, where audiences are primary commodities and what advertisers "buy
are the services of audiences with predictable specifications who will pay attention in
predictable numbers and at particular times" (p. 4). The audience commodity facilitated a
tangential industry of program ratings as a way to further analyze demographics and
attach economic value to these groups (Meehan, 2005).
An interesting dichotomy to the media commodity concept is brought to attention
by Murdock and Golding (1997), who draw in the conflicting perspectives of media
commodities: "For the owners, investors and managers media products are commodities
to be packaged, promoted and marketed in the same way as any others ... For many of the
people who actually make them, however, media products are not simply commodities
but media for creative expression" (p. 21). The creative and artistic value to these cultural
commodities adds another layer that distinguishes these sorts of commodities from
others. Television programming offers an illustration on how this dynamic between
economic commodity and creative expression plays out and attempts at balance.
The Television Sitcom
When Attallah was writing in the early to mid 1980s, the sitcom was widely
viewed as an "unworthy" subject in academia and wrote in order to illuminate the
15
relevancy of studying this popular television geme. Among the reasons to study the
sitcom is that this geme is a significant part of the television landscape as well as socially
significant as a popular cultural form that reflects situations of work, family,
relationships, and current events (Hemy, 2002). The following section offers a brief
outline of the development of sitcoms as industrial cultural practice as well as notable
characteristics and representations.
The sitcom geme originated on radio, "born" amidst conflict, and was "the
aesthetic site upon which the inconsistencies, clashes, and conflicts of the larger social
system were argued and settled" (Hamamoto, 1989, p. 4). As a geme, the sitcom was a
key component to luring audiences to the new medium of television, where the sitcom
has gone through a number of eras. The early era of the television sitcom (1950s and
1960s) was much more sanitized and uniform than the radio sitcoms-ethnic characters
and conflicts of the radio era were transformed for television where shows focused 0
suburban, nuclear families living middle class lifestyles (Hemy, 2002; Marc, 1989). The
1970s brought on a contrasting era of the sitcom featuring the working class (specifically
All in the Family), representations of the workplace (such as Mary Tyler Moore), and
plotlines centered on current events (MA.S.H, a show that although was set during the
Korean War, was a metaphor for the Vietnam War). These changes in storylines and
representations are an interesting indication of shifts in social contexts and audience
expectations for more relevant storylines.
During the early 1990s, a number of sitcoms appeared on primetime television
that later would facilitate changes to the sitcom format and representations. Hemy (2002)
16
notes the significance of three "working-class" representations that introduced the
subversion of "the myth-traditions of the family sitcom" - Roseanne, Married ... With
Children, and The Simpsons (p. 266). I bring in these examples of the domestic sitcom
because, as Henry argues, these shows reached a level of satire, a complex term to be
discussed, imbued with critique of traditional media-constructed norms of the family.
A note worth mentioning in the context of this project is the connection of the
sitcom to advertisers, various moments in which the commodity dimension of these
cultural products become visible. As will be explored later in the analysis of 30 Rock, the
use of advertising and particularly product placement are central plot points in the show.
As Hamamoto (1989) notes, advertising in sitcoms is nothing new, nor is self-reflexivity
of sitcom characters and plots concerning the advertised products. Early radio sitcoms
"were often produced entirely by advertising agencies working for corporate advertisers"
and early television sitcoms contained a "flow" between sitcom content and commercial
content (Hamamoto, 1989, p. 5). While the format of the sitcom is built around
commercial interruptions, we as viewers have become accustomed to the lack of
commercials within the show-a trend that is changing with the "revival" of commercials
in shows that the industry calls product placement.
Studying television, and specifically the sitcom, has resulted in diverse research
focused on aspects such as production, regulation, consumption, and content (Attallah,
1984; Bonner, 2003; Gray, 2006; Mills, 2005; Thompson, 2007). This study is concerned
with conventions of the sitcom genre, how the sitcom has possibly changed, and
representations. Sitcoms are centered on humor and characters and are based on socially
17
understood notions (within cultural, geographical, and social contexts) of what is
hwnorous (Mills, 2005). Mills argues that sitcoms are dependent on cultural conventions,
defined by both producers (the industry) and the audience (the conswners). These
conventions include genre format, expected narrative structures, and aesthetics. Common
characteristics of sitcoms have been and continue to be multiple plot lines, consistency in
characters and situations, development of a problem and resolution within each episode,
use of stand-up comedians as actors, and the laugh track (Gray, 2006; Mills, 2005). The
laugh track is of particular interest to this study. Traditionally, the staple of the sitcom is
the laugh track, which signifies to the audience what is funny and simulates "liveness"
(Mills, 2005). Yet recently, laugh tracks have been abandoned, which Mills suggests
signifies changes in sitcom styles that stray away from an artificial quality to more
"realistic" and documentary conventions. This aesthetic styIe of presentation lends a
different televisual quality to the sitcom, offering more opportunities for varied and
complex camera angles and settings to suggest a representation closer to reality-a
televisual style in contrast to the multi-camera, live studio-audience that presented a
theatrical aesthetic.
Among the central characteristics of the sitcom is the contemporary content.
Attallah (1984) observed that sitcoms can provide social commentary on issues such as
class, the family, war, and sexuality. Mills (2005) attributes the social commentary aspect
to the structure of the U.S. television industry, in which the production process from
writing to recording often occurs in a short amount of time. This short time frame allows
for the sitcom to comment on current events and concerns, resulting in a "genre as a
18
social barometer" (p. 57), reflecting public concern while writers offer social
commentary in the parallel universe of the sitcom. But Attallah raises the point that
perhaps sitcoms with social commentary are an "industrial strategy" and are intended to
"capture an audience" rather than raise consciousness (1984, p. 242). The dynamic
between strategy and genuine social commentary further illustrates how the cultural
industries can produce a cultural product (the sitcom) that may be relevant and critical,
but also profitable, because the commodity draws in an audience. Hamamoto (1989) also
addresses the tension between the sitcom's content and the structure of the television
industry-the sitcom carries "emancipatory beliefs" but is "restricted by the commercial
system" (p. 2). These tensions are underlying issues in this project, as will be discussed
in the analysis of 30 Rock.
Sitcoms have depicted a variety of situations such as the family, the workplace,
and/or particular lifestyles, such as the young and single (Gray, 2006; Mills, 2005). For
the purpose of this research, it is helpful to mention the primetime sitcoms (in the United
States) that take place in a cultural industries setting, or in other words, in workplace
settings such as radio and television.
The radio industry was represented in at least two programs about the radio
workplace: WKRP and Newsradio. The television broadcast news industry, was central to
Murphy Brown, in which CBS's Sixty Minutes was parodied and the show's content
regularly drew on current events (Prince, 2008). Several other comedies within the
television industry setting are The Dick Van Dyke Show (comedy writers), Mary Tyler
19
Moore Show (local news in Minneapolis), Back to You (local news in Pittsburgh), Sports
Night (parody ofESPN's SportsCenter), and 30 Rock (the focus of this project).
Other television comedy shows worth mentioning that are highly reflexive about
the culture industry, particularly television and film, are two HBO programs: The Larry
Sanders Show (about a late night comedy show) and Curb Your Enthusiasm (the
everyday life of Larry David, writer and producer ofSeinfeld). These two shows offer a
first-person perspective on the inner workings of the cultural industries in a humorous
format that challenged the sitcom label (future analysis of these two texts would be
beneficial to the study of comedy and the representation of the cultural industries). Also,
the animated primetime sitcom, The Critic, focused on numerous aspects of the movie
and television industries, providing unique opportunities for parodies through animated
representations of current films, celebrities, and issues in the cultural industries. Through
research, there appears to be little attention given to the representation of working in the
culture industries within these and similar television shows. However, it is worth
mentioning that there is scholarly attention given to these representations in film.
Situating the Sitcom in the Intertextual Landscape of Culture
Before discussing humor and comedy, it is vital to discuss the reflexive
component of the television sitcom and what that means, particularly within the
postmodern context. Specifically, what is reflexivity and how does that fit with the notion
of the text and intertextual? The postmodern, as Kellner (1995) views it, is both about the
breakdown of meaning and the reconstruction of new modes in meaning. So approaching
television texts with a postmodern framework is useful to examine how texts play with
20
notions of narrative, forms, and conventions. A basic understanding of text is as artifact
or object. Drawing on notions of discourse (in terms of social experience) and meaning, a
more complex rendering of text acknowledges the interpretation of the reader and the
text's meaning (Fiske, 1985). In terms of television, the text is the television show,
though Fiske (1985) discusses the "peripheral" texts such as promotional items and media
attention that further add meaning to the initial text. Another descriptor for the peripheral
texts is the "paratext," which "refer to those elements of or surrounding a text whose sole
aim is to inflect particular reading of that text" (Gray, 2006, p. 36).
Intertextuality "refers to the 'connections' between texts and can be defined as the
process by which texts communicate meaning to audiences through references to other
texts, genres, discourses, themes or media" (Casey et aI., 2002, pp. 126-127).
Furthermore, intertextuality relies on audience knowledge of other texts and audience
familiarity with cultural codes (among other conventions and practices) in order to "read"
a text situated in a network of texts (Casey et aI., 2002). Gray (2006) distinguishes
critical intertextuality as the territory where readers can take the texts and paratexts to
"subvert" preferred meanings, offering alternative, critical interpretations.
Henry (2002) explains the "intertextual incorporations" in The Simpsons as
"include[ing] material from all aspects of the cultural terrain" (p. 268). Furthermore, this
intertextuality is marked by "self-conscious blurring of boundaries" that is a tool that
"effectively comments on itself [The SimpsonsJ and the culture which it is a part of' (p.
268). It is the self-conscious element that relates to the self-reflexive-how a text (or
rather, the characters in the text) recognizes that it is a part of a larger network of texts
21
and is based on the "real world." And in the case of the television program, particularly
the sitcom, the self-reflexive element also pertains to the awareness that the text is
produced for an audience. In the larger picture of self-reflexivity and television, Aden
(1991) explains that understandings of "relationships among text, genre, audience, and
form" is necessary (p. 401). And in the case of the sitcom, in order to comprehend self-
reflexive elements, audiences are required to be familiar with their own understanding of
television conventions such as the sitcom's structure, suspending beliefs, and recognizing
the constraints of time and space.
Although self-reflexivity has been a part of television history, such as characters
from one show entering the world of another show (Aden, 1991), the self-reflexive and
intertextual are considered central to the postmodern (Henry, 2002). The postmodern, in
this case, refers to the notion of a period following the modern era, where in modern texts
are characterized by traditional narratives and forms that tend to not cross boundaries. In
the case of the sitcom, self-reflexivity and intertextuality can be considered the
acknowledgment of standard television conventions (specifically through parodying these
conventions) and of content that includes references to the intertextuallandscape of
television popular culture.
Writing about The Simpsons, Knox (2006) notes that qualities of postmodern
television are that a "self reflexive and intertextual aesthetic [that] displays a sense of
ironic knowingness" as well as "a sense of hyper self-consciousness about its own
textuality" (p. 74). Thus, these qualities of postmodern television acknowledges
conventions of television (such as in the case of The Simpsons, references to genre,
22
storytelling, stereotypes, etc.), with a nod to the intertextual history and contemporary
texts that inform the current text. Whereas television texts in the past may have been self-
reflexive by allowing for characters to cross time slots (in effort to cross promote the
shows), the contemporary self-reflexivity invites texts, characters, genres, and so on from
across the intertextuallandscape as part of the text's content. Similar to The Simpsons'
vast amount of references to popular culture and the surrounding media landscape,
Kellner (1995) writes of Beavis and Butt-head (the animated MTV show about two male
teens) as postmodern text. He explains "In a certain sense, Beavis and Butt-Head is
'postmodern' in that it is purely a product of media culture, with its characters, style, and
content almost solely derivative from previous TV shows" (p. 145). A postmodern text
then contains the self-reflexivity and awareness of media culture that diachronically and
synchronically informs the show's content and its context.
Furthermore, the postmodern contains political motives. As Henry (2002) writes
about The Simpsons, "as a postmodern text, The Simpsons does indeed have an 'ulterior
motive': to critique contemporary American society using the past as well as the present
with a strong satirical impulse" (p. 268). Yet it is hard to ignore that despite the
underlying political motives, the program is a part of the cultural industries-a
contradiction that will be discussed in a subsequent section. Also indicative of the
postmodern is the increase of self-referential elements and blurring of not only genre
lines, but also between fiction and reality. Morreale (2002) notes the series finales of
Murphy Brown, The Larry Sanders Show, and Seinfeld exhibits these postmodern
23
elements, especially extending beyond the screen of the television text and into intertexts
of other cultural outlets.
The advantage of including the postmodern into the discussion is to help make
sense of and understand the role of parody and satire in the self-reflexivity and
intertextuality found in contemporary sitcoms. However, drawing on Gray (2006),
discussions of the postmodern can be "distracting to a study of both intertextuality and
parody" given that on the one hand, intertextuality has been around long before
contemporary times, and on the other hand, that the postmodern at times tends to devalue
parody through the process ofpastiche (p. 5). Though parody will be discussed to a
greater extent in the following section, parody is loosely defined as mimicking of and
borrowing from other texts and forms with underlying intentions of critique.
The pastiche becomes a concern because in the postmodern landscape, where
there is so much borrowing and referencing of previous texts and forms, parody loses its
power and capability to convey meaning, especially critique. Jameson (1991) defines
pastiche as "like parody, the imitation of a peculiar or unique idiosyncratic style... but it
is a neutral practice of such mimicry, without any of parody's ulterior motives, amputated
of the satiric impulse ... Pastiche is thus blank parody" (p. 17). But as Gray argues, the
postmodern does not necessarily empty the critical potential of parody. Accordingly,
while this project references the postmodern elements of contemporary sitcoms, of
greater concern are the intersection of humor, intertextuality and self-reflexivity.
24
Approaches to Humor: Bergson, Freud, and Bakhtin
Prior to examining the mechanics and roles of satire and parody, a discussion of
selected approaches to humor is useful to provide a foundation for analysis, which
provides context for considering the critical elements of humor. Several scholars have
focused on humor in a theoretical light. Within their investigations emerge helpful frames
for understanding satire and parody.
Bergson (1956) is useful in that he theorizes about the social significance of
comedy. He opens his theories with the idea that laughter is human and inherently
involves community. Comedy can serve to point out the mechanical, rigid elements of
society (consider the humor of the Chaplin film Modern Times and its commentary on
industrial society). Within this perspective, institutions and one-track minded characters
are humorous for their inability to adapt and function in dynamic environments. Bergson
notes that comedy performs a social function by essentially folding deviants into
conformity. Along these lines, comedy and laugher also work as a "release valve,"
allowing us to laugh at social ills and injustices while neutralizing eccentricities and
aggressiveness. As a social function, comedy serves to create and solidify a community.
Laughter does not occur in isolation, "our laughter is always the laughter of a group" (p.
64). However, the group can be exclusive-"laughter always implies a kind of secret
freemasonry" (p. 64). Consider television programming as an example that speaks to
Bergson's concept. The more popular the show (by ratings standards), the more people
are included in the laughing experience.
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Freud (1989) focused on categorizing jokes and theorizing how and why we
derive pleasure out of humor. On the subject of pleasure, he writes that joke-making "is
an activity which aims at deriving pleasure from mental process, whether intellectual or
otherwise" (p. 113). To understand a complex joke, we go through a process that
connects two unrelated objects (such as Freud's example with ajoke about women and
umbrellas) or laugh at a kernel of truth concealed in humorous delivery. Similar to
Bergson's point that laughter is a collective activity, pleasure also comes from being on
the side of the joke-maker, not on the side of the object of the joke. Freud notes that there
are three components to joke making: the teller, the listener, and the object. The first two
derive the pleasure at the expense of the object.
Freud identifies two types ofjokes: innocent and tendentious. Of interest to this
study is the latter type, a joke with a purpose. He classifies two purposes, either serving
as a hostile joke, which relates to aggressiveness, or as an obscene joke, which relates to
exposure. The obscene joke, including smut, aims at exposing the object, often in a
sexual manner. This in turn relates to the repressed, for what is repressed for Freud is our
sexual desires and language that involves excrements (sexual and bodily). The hostile
joke is significant for this study since Freud considers satire under this heading. Satire
and aggressive humor serve a number of functions such as criticizing authority figures,
making institutions the butt ofjokes, and bringing our enemies down to an inferior level.
The joke then becomes the "mask" or fayade that enables criticism and rebellion against
dogmas, laws, institutions, and people. When morals and institutions are attacked, Freud
refers to these as "cynical" jokes, pointing to marriage as a commonly joked about
26
institution. In cynical jokes, subconscious connections are covered up by cynical remarks,
where the pleasure is derived from a "roundabout" declaration about the joke's object.
Among the influential scholars in humor with wide application to television is
Bakhtin (1984) and his concept of the carnival. Through his discussion of the
carnivalesque, he raises an interesting dichotomous yet interwoven relationship. between
official culture and folk (popular) culture. Bakhtin also provides a useful framework for
understanding parody that is applicable to this project concerning the role of satire and
parody within the culture industry.
Bakhtin (1984) explains that carnival folk culture (as was portrayed in Rabelais's
novels set in the medieval times) is "not a spectacle seen by the people; they live in it,
and everyone participates because its very idea embraces all the people" (p. 7). He sets
up. carnival as an organic space that embodies everyone, encouraging participation in
bodily, material celebration of feasting and laughing. In carnival, a different language
(referred to as marketplace speech in the context of medieval folk culture) developed in
order to communicate the "frank and free" and "liberating norms of etiquette and
decency" (p. 10). This is contrasted with official culture, particularly the official feast that
was steeped in tradition, hierarchy, and formal language. Bakhtin refers to the separated
life of the carnival as second life where folk culture and humor prevail in a spirit of
renewal and change. In Bakhtin's conception of carnival laughter, there is room for
conflicting aims and feelings. Unlike Freud, who stresses a distinction between joke teller
and object, Bakhtin notes that carnival laughter is "also directed at those who laugh. The
people do not exclude themselves" (p. 12), suggesting no distinction between teller and
27
object. Thus the object in folk humor is a mixture of folk culture as well as official, rigid,
and hierarchal culture, a conception of humor that will be useful later when reconciling
the success of a television program that openly ridicules the corporate parent that enables
the show's existence.
In Bakhtin's conception of humor (as explored through Rabelasian literature),
humor is ambivalent and carries mixed emotions and perspectives. Furthermore, instead
of perceiving humor as fulfilling negative functions, Bakhtin stresses the "positive,
regenerating, creative meaning" of carnivalesque laughter (p. 71). Laughter is explicitly
not a part of official culture (including governing entities such as the church and the
state) where seriousness prevails in a rhetoric of oppression and fear. However, official
culture at some point recognized the need to legalize and sanction laughter, feasts, and
even "grotesque degradation of various church rituals and symbols" (p. 74). Bakhtin
writes that in these festive, carnal, orgiastic celebrations, the rituals and symbols of
official culture are brought down from an intangible, feared level into the realm of
material, bodily conceptions. This movement from the feared and into the mocked,
revered, and renewed speaks to the agency of folk culture to reinterpret official
conceptions of nature and life. Yet, this also highlights the inherent contradiction of the
carnival, where although the people have the power to reinterpret, this is a period of time
dictated and sanctioned by official culture.
Parody and Satire
Given the foundational theories to comedy, I'd like to offer a working framework
for understanding parody and satire as they pertain to this project. While throughout this
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project the two humor tropes are discussed in conjunction, defining these two concepts
separately will aid in later analysis of the text. Certainly there are instances where parody
and satire work with one another to achieve similar goals, particularly aimed at critique.
Two specific tropes of humor are emphasized in this project: parody and satire.
Berger (1993) defines parody (in literary terms, though it can be applied to television) as
"mimicry or imitation" and deals with identity. Parody also serves as a reflective tool,
particularly calling into visibility genres and conventions (Ben-Porat, 1979; Gray, 2006;
Knox, 2006). Drawing on Bakhtin, Gray suggests that parody requires another genre's
grammar and form. Within television, parody is often semiotic and/or indirect, embedded
within relations between characters and signs throughout the show (Gray, 2006).
Criticism is a part of parody by taking conventions out of context and adding
commentary while keeping and making visible the "conventional style," thus offering
different interpretations and meanings (Bush et aI., 1994). Gray (2006) calls parody "a
critical form of intertextuality" for that reason (p. 4).
Satire is a type of humor based in language and can draw on many other humor
techniques such as irony, insult, and exaggeration (Berger, 1993). Its purpose tends to be
directed toward critique, particularly the status quo and those in power. As a "critical
representation," satire may comment on a number of societal and cultural values,
structures, and prejudices (Ben-Porat, 1979). Berger writes, "satirists attack specific
individuals or institutions or happenings" (p. 49). Satire begins with the assumption that
"the ideas and things it mocks-usually ideas and things invested with authority-are
wrong, and that exposing this fact through satire will erode their authority and precipitate
29
change" (Turner, 2004, p. 238). Simpson (2003) conceptualizes the discourse of satire in
three parts (which correlate with Freud's joke-making triad): the satirist (the producer),
the satiree (the audience), and the satirised (the subject). Including the audience as a part
of the triad is crucial to the execution and understanding of satire. For satire to be
effective, as well as parody, the audience must have a frame of reference and familiarity
with not only the subject of the joke but also the context in order to understand the humor
and the relevancy of the critical gesture.
Among the best television sitcom examples of both parody and satire as critique is
The Simpsons, especially when episodes offer representations of the television industry
and its practices. Knox (2006) notes how one particular episode "engages in a critique of
the network, form, and medium on which the series depends for its very existence" (p.
75). In general, satire is used to illustrate how the writers are conscious of the culture
industry context and can critique the industry through humor. The show is rich with
parody of advertising, the domestic sitcom genre, and the news media (Gray, 2006).
Parody and satire, though, are not specific to the cartoon format. Thompson (2007)
argues the potential of new forms of sitcoms to further add satirical value through
parodying visual conventions of the observational style of the documentary. Drawing
together two programs about producing television (The Larry Sanders Show and 30
Rock), Thompson writes, "those two programs seem to have adopted the observational
style as a corollary to parodying television production; if parody not only simulates form
but critiques it then the observational aesthetic is adopted as another method of telling the
'truth' about television production" (2007, p. 67). The observational style is in contrast to
30
the theatrical, studio-audience style established throughout the history of the sitcom. The
observational incorporates the documentary style of filming, which is an illustration of
the postmodern blending of genres, enabling the television sitcom to convey some of the
codes traditionally associated with the documentary. As Thompson points out, in the case
of television programs that are about television production, then the documentary style
lends a sense of representational "truth" to the shows' content.
The critical capabilities of the television sitcom are not such a clear-cut matter of
satire and parody. Knox (2006) calls the tenuous relationship between critical content and
the commercial value of a television show as a "double-coded identity" (p. 73). While
The Simpsons (and similar programs featuring parodies and satires) is a critique of the
domestic sitcom and at times a critique of the television industry and associated
consumerism, the show also economically contributes to the network as well as the
industry. The content of the show relies on the context of television and the industry for
plots and jokes, forging a cyclical relation where the show continues to mock the industry
and maintain viewership while the commodity aspect is also maintained. Furthermore,
the relation between the show and the network, Fox, is almost one of necessity. Fox has
defined its success on the brand of humor that The Simpsons offers (as well as other
shows that set the network apart such as Married... With Children), mostly because the
show resonates with desirable demographics (males 18 - 49) and is a profitable
commodity (Gray, 2006; Mills, 2005). Indeed, Matt Groening (the creator of the show)
has noted that no other network at that time (1989) would tolerate The Simpsons' style of
humor and would most likely want to compromise the creative product (Doherty, 1999).
31
Parody and satire are not specific to the sitcom genre. These humor devices can
be co-opted by the cultural industries as a strategy, whether to market a product or a
television show. After analyzing Saturday Night Live commercial parodies and
discussing the larger implications with television advertising, a group of researchers
concluded that parody has been incorporated into ads in general. The researchers note
that parody is just another advertising technique; "parody now seems to benefit those
who deploy a genre that is frequently the target of parody (Bush et aI., 1994, p. 76). What
happens to the critical potential of parody is that the parodying of products and ad
conventions become a gesture to consumers of a self-reflexive aesthetic indicating that
we (the advertisers) know that you (the consumers) know that you are being advertised to
as an advertising strategy to reach us as consumers. This is significant because the
cultural work, Saturday Night Live, indirectly may have influenced the trend for
advertising to parody and make fun of itself. Within the larger scope of popular culture,
the self-reflexive and self-referential aesthetic that are associated with entertainment have
seeped into advertising, a "wink wink" sort of phenomena where advertisements
acknowledge the sophisticated audiences and their awareness of advertising techniques.
Areas of Inquiry
Television programs, particularly the sitcom, have incorporated parody and satire
(Mills, 2005; Gray, 2006; Knox, 2006). Fiske and Hartley (2003) point out that television
programs use parody to examine television, offering the audience a self-critical view.
Within several shows, the television industry has been a focal point of the storyline, or at
least has been referenced. The general questions are raised: How does one of television's
32
own programming (the sitcom, 30 Rock) represent itself-the television industry? Do
these representations allow for the contradictory outcomes of both making the
programming more popular while maintaining a critical dimension to the representations?
More specifically, assuming that comedy, particularly parody and satire, are means of
representation as well as potential critique, how does 30 Rock represent and comment on
the television industry? An overarching question in this project addresses the role of
satire within the context of postmodern entertainment: can satire as a form of critique
maintain its progressive, critical edge within the commodified cultural structure it
critiques? These questions are addressed by examining several relevant 30 Rock episodes
through a textual analysis method.
33
CHAPTER III
READING TELEVISION: A METHOD
"Reading" television as a text is now a well-established method to understand a
variety of issues such as power, class, race, and identity and a variety of genres such as
sitcoms, dramas, talk shows, and soap operas (Acosta-Alzuru, 2003; Attallah, 1983; Fiske
& Hartley, 2003/1978; Gray, 2006; Hartley, 1999; Hamamoto, 1989). Goals of textual
analysis are to identify how language and signs are used to construct meaning, how
producers encode messages, how texts are underlined by ideology and power, and how
the text relates to historical context (Curtin, 1995). Particularly in the case of 30 Rock,
textual analysis aims to examine the show's dual imperative to be commercially
successful while critically reflective of the television industry itself.
The textual analysis method used here follows from the work of Stuart Hall. Hall
is among the scholars in the cultural studies tradition that gave academic attention to the
text as a viable space that conveys meanings. The text is the television program, 30 Rock,
which is analyzed to understand the reflexivity of the television industry in representing
itself. The show uses satire and parody to represent the television and the cultural
industries in a way that is comedic yet possibly revealing of the complex relations
between industry and culture. Although focusing on how the program is produced and
how audiences interpret the program are interesting directions for research, this research
34
focuses on the program as a text-the content and the context. Thus, the analysis is an
interpretation of how this program depicts the television industry and the production of
culture through the use of comedic tropes as well as an examination of the constraints of
comedy within the conservative commercial environment. Using 30 Rock as the artifact
may reveal the "structures of meaning" (Hall, 1975, p. 17) as well as their contradictions
underlying the representation of the television industry.
Hall's approach focuses on decentering the text, where the text is studied as a
process and deconstructed (in Curtin, 1995). Following that, the approach involves
analyzing the signification of the text and then reconnecting the text with the larger social
and historical contexts as well as the text's relation to cultural production. The method
emphasizes the "analysis of language and rhetoric, of style and presentation" (Hall, 1975,
p. 15). Key components to Hall's strategy are noting how meaning is constructed and
recognizing how producers may make assumptions about the audience. The textual
analysis, while focusing on meaning also asks about the context-assumed audience,
assumed social discourse, and the existing circumstances (Hall, 1975; Hartley, 1999).
Acosta-Alzuru (2003) summarizes Hall's method in three steps: first, "soak" in the text;
second, re-read the text and identify the "discursive strategies and themes" (p. 146); and
third, interpret the findings.
Textual analysis involves a number of useful concepts and approaches,
particularly semiotics, including but not limited to rhetorical tropes associated with
comedy and the process of encoding and decoding. Hall's analysis regards texts as a
discourse, or the "structure of meanings in linguistic and visual form," which include
35
how elements are organized, the "styles of presentation," and the producer's "meaningful
choices" (1975, p. 18). Meaning is specifically constructed and transmitted through signs
and symbols. Hall (1997) writes, "Signs stand for or represent our concepts, ideas and
feelings in such a way as to enable others to 'read', decode or interpret their meanings"
(p. 5). Thus, semiotics, or the study of signs, seeks to understand the meanings behind
signs and symbols. The sign is the basic unit and is composed of "a signifier, that is, the
image, object, or sound itself-the part of the sign that has a material form--and the
signified, the concept it represents" (Seiter, 1992, p. 33). Signs can be categorized as
iconic, indexical, and symbolic. An icon is a signifier that resembles what is signified,
such as an icon of a dog represents a dog. An index is a signifier that logically connects
with what is signified, such as smoke is an index of fire. Indexical signs are socially
constructed through conventions developed through historical and cultural contexts.
Symbolic signs are the connotations (the learned meanings and connections from a sign),
the second order of signification. Seiter notes that television uses all three types of signs
and that they are not mutually exclusive. Also relevant is the concept of metonym, a form
of signification where a sign (as a part) signifies the whole, a concept that can also work
with physical objects signifying abstract concepts (Fiske & Hartley, 2003). For example,
a shot of a city street can signify urban life.
Television is a medium especially conducive to semiotics and interpreting codes.
In addition to culturally and socially constructed signs, television has its own conventions
and aesthetic codes that we, as viewers, have learned to understand and accept, such as
camera angles, editing, and cuts to commercial. The producer will encode meanings
36
through the use of signs and conventions just as the viewer will decode these meanings.
Following the identification of signs, what the signs signify, and the codes used to encode
and decode the meanings, the textual analysis continues by examining the dominant
messages and how subjects are represented.
The Case Study
This project examines a selection of episodes over the course of the series to form
the central text for analysis. These are selected because within these episodes the creative
process and corporate interference are central to the plot. While all episodes feature some
aspect of the culture industry and the process of producing a television show, there are
several episodes that exemplify the sitcom's representation of the television industry. All
of the selected episodes are analyzed on a number of levels including, but not limited to,
the connotations and denotations of signs, the significance of various characters, and their
relationships. Conversations and interactions between the two main characters are central
to the textual analysis since the two characters are metonyms for the creative and
corporate sides of cultural production. How the sitcom conforms or breaks genre and
television conventions is also considered in order to provide perspective on how the
sitcom has evolved to be self-reflexive and potentially critical. Critical is conceptualized
in a cultural studies framework where texts are capable of commenting, attacking, and
critiquing structure and limitations of not only the text itself, but also the text's content.
Furthermore, the analysis, while focusing on text, also briefly addresses the structure of
the television industry in order to examine the self-reflexive representation of the cultural
industries, particularly when looking at the ownership structure ofNBC.
37
While there are advantages to textual analysis, such as understanding underlying
structures of meaning, there are limitations. As a researcher and media consumer, I come
to this project with my own framework of understanding that is different than other
interpretations and consumption. Another limitation is that while I can interpret this text
and make assertions about producer intents, this project does not involve interaction with
the creators, writers, and producers of the program. However, due to technological
advances and industry practices to extend the cultural product beyond its medium (in this
case beyond the television screen), commentary from the DVD and videos on 30 Rock's
official Web site provide insight. Thus, while this proj ect is a textual analysis of the
actual sitcom are drawn in so that a fuller understanding can be constructed.
Show Background
As of spring 2009, 30 Rock finished its third season on NBC. The show is set at
30 Rockefeller Center in the General Electric Building in New York City, the home of
NBC studios. The official 30 Rock website described the show as "a workplace comedy
where the workplace exists behind-the-scenes of a live variety show." The main character
is Liz Lemon (Tina Fey), the head writer for the live, sketch-comedy variety show, The
Girlie Show (referred to as TGS in this discussion). There is a cast of characters related to
the production of the show: the producer (Pete), several show actors (such as Jenna, Josh,
and Tracy Jordan), and several writers (such as Frank and Toofer). Also, there is
Kenneth, the over-enthusiastic NBC page, a job that entails facilitating tours, seating
show guests, and aiding Liz, the writers, and the actors. The other primary character is
Jack Donaghy, the NBC executive, or known by his official title-the Vice President of
38
East Coast Television and Microwave Oven Programming. For an overview of
characters, brief descriptions, and the actors, see Table 1 in the appendix.
While the majority of episodes feature some aspect of the television industry and
the process of producing a television show, I have chosen seven episodes as the text to
analyze because these episodes provide a composite picture of the show, the key issues
under consideration, and how it represents the television industry. Examples form other
episodes will also be used since the show contains numerous jokes and references that
also convey commentary on the industry. Paratextual examples, as in texts that exist
outside of the sitcom text, are also utilized such as information from the Web site, DVD
commentary, and interviews in order to enrich the textual analysis.
As a sitcom, it is common that problems are presented and resolved within the
same episode. Many of the storylines are self-contained within the 30-minute television
programming slot; however, references and characters occur throughout the series. Plots
range from focusing on Liz's personal life and her conflicts pertaining to managing the
show, the staff and cast as well as intervention from Jack to plots revolving around Jack's
personal life and the boisterous personalities of TGS's two leading stars, Tracy and
Jenna. The storylines of concern to this paper are how the show within 30 Rock is
produced, the culture of production (as in a focus on the writers and their relations),
corporate and network relations with the creative process, references to GE and its
corporate structure, and references to industry practices, such as market research,
demographics, ratings, product placement, and cross-promotion.
39
The primary textual analysis is comprised of three episodes from the first season,
three episodes from the second season, and one from the third season. The pilot episode
is used because it establishes the show's context and direction, with an introduction to the
main characters. The other six episodes each have a predominant focus on the television
industry, particularly on how the creative process (the culture of production) is
compromised by the network (those in control of the production of culture) as well as on
corporate structure and representations of cultural industries practices.
Episode Overviews
The following provides brief synopsizes of the primary episodes. For more
information, such as original airdates, on these episodes see Table 2 in Appendix.
The first episode (the pilot) introduces the situation-there is a successful comedy
sketch show but it only attracts women and older gay males. GE sends in a new executive
(Jack) who retools the show to increase ratings and gain the coveted male 18-49
demographic by introducing a new star (Tracy Jordan, played by the former SNL actor,
Tracy Morgan) into the program. The writers resist, especially the head writer (Liz).
After a series of events, including Liz drunkenly deciding she may need to quit and an
unsuccessful attempt by Jack to run the live show, Liz accepts the change to her show.
The next two episodes center around corporate intervention into the culture of
production. In "Jack the Writer," Jack decides to sit in on the writing process and irritates
the writers with his suggestions and interference. The writers protest to Liz, prompting
her to tell Jack to leave the writers' room, which leads to an apology and an exchange
between the two about Jack's likeability. Toward the end of the episode, Liz is too
40
friendly with Jack while Jack is showing two GE executives around the studio, causing
Jack to scold Liz in order to save his repertoire with the executives. In the other episode,
"Jack-tor," the plotline stems around Jack's (and GE's) insistence that NBC writers
should integrate GE products into their shows. The writers try to resist but end up writing
an integration sketch anyways, where they ask Jack to act in the sketch as a self-
referential joke.
In "Rosemary's Baby," the third episode in the second season, Liz is presented
the GE Followship Award for essentially following GE and NBC directives, such as
product integration. Her complicity in comedy writing is challenged when she meets her
idol, Rosemary Howard (played by Carrie Fisher), a character that was the first female
writer on Laugh-In (interesting connection, Lorne Michaels was a writer for that show).
Rosemary is invited to be a guest writer and presents a number of ideas to the writing
staff that "push the envelope." Liz turns down all of her ideas because they are too risky,
causing Rosemary to accuse Liz of being a corporate cog. In an effort to prove Rosemary
wrong, Liz stands up to Jack, claiming the show should be edgier, which results in Liz
and Rosemary getting fired. Upon realizing that Rosemary is a bit crazy, Liz bemoans
losing her job and promptly asks for it back.
The following episode, "Greenzo" is part of the analysis for two main reasons.
One, the episode occurred during NBC Universal's directive that all NBC programming
correspond to a company-wide environmental campaign, "Green is Universal," where
programming should contain environmentally themed content. Thus, the plot was rather
self-reflexive about the initiative. And two, because of that self-reflexivity, the comedy
41
can be rather critical. The episode features Greenzo (played by David Schwimmer), the
corporate mascot for the environmentally conscious GE/NBC Universal. Greenzo goes
on The Today Show to promote the GE washer as a part of the environmental initiative.
After a series of events, Greenzo goes off corporate message, resulting Jack to panic and
attempt to use Al Gore as a spokesperson for the corporate initiative.
"Succession," an episode from the middle of the second season, is analyzed for its
focus on corporate structure and the dichotomy between corporate and creative cultures.
In this episode, Jack learns that he has been chosen to succeed Don Geiss (played by Rip
Torn) as CEO of General Electric, which has to remain secret until the board approves.
Jack chooses Liz as his successor. Liz quickly adjusts to the prospect of being a corporate
executive. Before Geiss can solidify Jack as the CEO, Geiss falls into a diabetic coma,
resulting in his daughter and her fiance, Devon Banks (played by Will Arnett and who is
Jack's nemesis) to take over GE.
Lastly, the primary episodes for the textual analysis draws on "Retreat to Move
Forward," the only episode in the third season that has a predominant focus on corporate
culture and structure. This episode is significant for its treatment of corporate culture.
Jack asks Liz to go with him to the Six Sigma corporate retreat, where he is delivering the
key note address. Liz reluctantly goes to the retreat that is filled with corporate hierarchy
and specialized language. While at the retreat, Jack is scolded by one of the Six Sigmas
for having casual contact with a subordinate. Jack tells Liz that in "mixed company," as
in executives, they have to have the expected boss-employee relationship Jack ends up
embarrassing himself in front of his corporate colleagues and the only one to help is Liz.
42
CHAPTER IV
ANALYSIS
In order to fully engage in the analysis, the show's context is useful to note. The
show within 30 Rock is a clear reference to Saturday Night Live, a late-night comedy
show on NBC that has been running for over 30 years. Tina Fey, the creator, writer, and
executive producer for 30 Rock, had been a writer on SNL for nine years, seven as head
writer, so she certainly draws on that experience and it is reflected in 30 Rock (Steinberg,
2007). Lome Michaels, the creator and executive producer of SNL, also serves as an
executive producer for 30 Rock. 30 Rock is a joint production between NBC Universal
and Broadway Video, Michaels' production company.
This information is relevant to the show because it outlines how this television
program is connected with NBC as well as a long-time partner of NBC-Michaels. It is
possible that, similar to how Matt Groening and James L. Brooks (the executive producer
of The Simpsons) have a written agreement that allows them to lampoon Twentieth
Century Fox and News Corp with no repercussions (Gray, 2006), the producers and
writers of 30 Rock have an agreement that allows them to mock GE and NBC. However,
this is only speculation, and no articles have been found that address this issue. As for
what is known about the process, a preliminary script is approved by the executive
producers. And in terms of being told to change the script, Tina Fey has said "it's been
43
great that no one has ever tried to water the show down or change the tone of it" (in
"Behind," 2009), claiming that that the executives are not interested in changing content.
Analysis Organization
Drawing on Negus (1997), the analysis can generally be split into the macro and
micro relations within cultural economy. The macro-level approach is helpful to
understand the various factors in producing culture, including industry structure.
Assessing interpersonal interactions and individual meaning making are aspects of the
micro level. This approach also can be used to understand the culture of production. The
micro level will be further developed into themes that emerged from analyzing the text.
Although it is important to note that these are fluid divisions and there is overlap between
the macro and micro relations as well as the themes.
Before delving into the macro and micro relations, this analysis considers 30 Rock
as a sitcom in general, with emphasis on sitcom conventions. Following an analysis of the
show's sitcom elements, macro relations are discussed, which includes a perspective into
the structure of NBC Universal and its representation in the show as well as perceptions
of industry structure. The micro level highlights the relationship that develops between
Jack and Liz, the culture of production (as in the writing process and the behind-the-
scenes look at television production), and the impact of corporate interference in the
creative process. Where macro and micro overlap is the dichotomy of the creative
culture, as represented by the TGS writing staff and actors, and of corporate culture, as
represented by Jack Donaghy and his associations. This dichotomy is played out by
interpersonal interactions and visual differences. Since these two sides are represented by
44
show characters and interactions, it is argued that they are metonyms for the larger facets
of the cultural industries, and so are useful to analyze the macro level. Additionally, an
overarching component is the self-reflexive element in 30 Rock's comedy and
representation of the television. This issue will be discussed in a separate section.
30 Rock in the Context of the Sitcom Genre
As a sitcom, the show follows some common television conventions. The story
arc of the show is familiar-a problem is introduced in the begilming and is somewhat
resolved by the end. The situation part of the comedy stems from the workplace, where
coworkers and bosses morph into a family (as observed in Mary Tyler Moore, a show that
30 Rock is said to parallel). The core relationship is between Liz and Jack, as will be
explored throughout the analysis.
Like most sitcoms, this sitcom also has an upbeat opening sequence, which
introduces the main characters and the actors that play them. The aesthetic of the opening
resembles a collage: a series ofphotograph-esque moving images of the actors in black
and white set over colorful still shots of various angles and details of the iconic 30
Rockefeller Plaza. These images include views of the GE building, the iconic NBC
Rainbow Room sign, the ice-skating rink, and various statues in the plaza. The opening
sequence includes the 30 Rockefeller Plaza address engraved into the building's
cornerstone as a means to indicate to the viewer the source of the show's title. This
sitcom also uses cutaway shots as a way to transition between scenes. Again, like most
sitcoms, these cutaway shots feature the exterior shots of the sitcom's location-in this
case, there are numerous perspectives of 30 Rockefeller to provide a sense of place.
45
Many of the shots are filmed from a low angle, giving the building a grandiose stature.
These exterior shots serve to establish the building as an indexical sign for NBC
Universal headquarters, and by extension, General Electric. Furthermore, these shots
convey a symbolic meaning of the NBC empire and its prominence in New York City.
This sitcom also parodies common conventions endemic to the genre and to
television. Characters typically do not look directly at the camera, as that is an
acknowledgement of an audience (this aesthetic is usually reserved by news). There are a
few moments when characters purposely mock this convention. For example, a character
is told not to look at the camera when he performs in the fictional variety show (TGS).
He then looks directly at the camera, at the viewers at home, in a self-referential,
mocking act. The televisual time constraints are also parodied when characters
acknowledge the narrative structure of television programming that is broken up to
accommodate commercials. This is illustrated when Liz is watching a video and
sarcastically says "we'll be right back," followed by a cut to commercial. However, the
majority of the time, 30 Rock's characters and narrative structure remain within the
conventions of the sitcom.
Unlike sitcoms in the past, 30 Rock (along with a few other contemporary
sitcoms) does not have a laugh track. Perhaps, as observed by Mills (2005), the lack of
the laugh track is intended to simulate a realism that is borrowed from the documentary
aesthetic. Canned laughter is used as a way to indicate to the audience when to laugh and
what's supposed to be funny. So within this text, no laugh track implies there is no single
way to interpret the funny parts, allowing viewers to decide. This move also indicates a
46
more sophisticated mode of comedy, where layers of humor strike different audiences
depending on one's familiarity with the subject matter and textual knowledge. The use of
a laugh track could end up disrupting the flow of dialogue and plot development, so its
lack of presence allows for more dialogue and consistent flow. Furthermore, laugh tracks
are typically part of television shows that are filmed live in front of a studio audience
with only one or two sets. 30 Rock is filmed in a single-camera shoot, with no audience
and several sets. Although this show is not without comedic cues-music provides subtle
cues to indicate humorous situations and not so subtle cues to set scene moods.
Macro Level: The Representation of the Industry
On the macro level, 30 Rock is a representation of how NBC is structured. Rather
than a generic corporation and a generic television network, the show is set in the real
context of NBC. In the majority of episodes (and in all six of those analyzed), there is
always a reference that GE is the parent company ofNBC Universal-the merged
television network and production company. Jack regularly references GE, praising GE
innovations and the various elites in the corporation. For example, he regularly talks
about GE's fictional CEO, Don Giess, and at times has referenced the former (and real)
CEO, Jack Welch. Jack's perspective symbolizes GE as a large, functional family, with
the parent company fondly overseeing its various subsidiaries and looking for ways to
maximize relations (and profitability) among the subsidiaries. However, from the writers'
and creative side's perspective, GE is a "massive conglomerate parent company." Going
"upstairs," or being summoned by "upstairs" or corporate, is perceived as a chore. The
term "upstairs" is a metonym that implies the corporate and executive institution that
47
dictates decisions from the top to be trickled into the "lower" levels, such as the
television show. "Corporate" is envisioned as an exterior, uncontrollable force that is
always hovering above, and yet has very little to do with running the show.
The corporate institution includes a division called "standards," as referred to by
30 Rock characters. The term is presumably industry lingo, which is short for the network
division, Standards and Practices, an entity responsible for overseeing the language and
content of network television shows and ensuring that content is not offensive, too
sexual, or too risky. Similar to "upstairs," standards is a metonym for not only the actual
division at television networks, but also the practice of censorship and the process of
setting standards. Standards is referenced a number of times in regards to possible
sketches. In the first instance, occurring in the pilot episode, Liz and Pete were walking
and talking about TGS. Pete talked so quickly about a problematic and risque sketch that
a casual viewer would not pick up the reference, but this bit of dialogue indicates a "true-
to-life" aspect of creative production. Rather than rework the sketch, Liz decides to drop.
it, signifying that standards is a nuisance and not worth dealing with. In another episode,
Jack tells Liz that standards has with a problem a certain prop. in a sketch about dogs.
This time, she says she'll fix it, indicating that Liz desires to remain within NBC's
prescribed boundaries of acceptability.
A prevalent and ubiquitous sign throughout the show is the NBC Universal logo,
prominently featured in each episode and often times as part of the background. The
history of NBC can be seen displayed in photographs hanging on the wall as well as the
evolution of the NBC logo and iconic peacock. Real NBC Universal brands appear in the
48
background and at times, as part of the plot. Thus, there are instances of blending the
fictional (TGS and Jack Donaghy) with real NBC Universal shows such as The Today
Show and Late Night with Conan 0 'Brian, as well as NBCIMSNBC news personalities.
This suggests on one level, creating a sense of realistic portrayals of the television
industry, and on another level, indirect promotions for other NBC shows.
Corporate structure is a source of parody. Although General Electric is the real
corporate parent to NBC Universal, 30 Rock created a universe where GE's corporate
structure is parodied. This element of the show is not featured in any of the episodes
selected for analysis, but it is important to include so as to provide a richer understanding
of the show's comedy. In "The Rural Juror" (season 1, episode 10), Jack introduces
Tracy and the audience to GE's corporate structure. Jack suggests to Tracy that he use the
Tracy Jordan name to sell a product. So Tracy creates a product idea and asks Jack "so
GE will produce The Tracy Jordan Meat Machine?" Jack responds, "No, GE could never
make something, so um... unique. We'll have to pass this off to one of our subsidiaries."
Jack pulls a chart down from the ceiling. The chart displays GE's (fictional) ownership
structure-NBC happens to be towards the bottom of GE's "domestic appliance"
division. According to the fictional chart, NBC is actually owned by the Sheinhardt Wig
Company, a "fact" within the show that appears a number of times throughout the series.
NBC, in turn, owns an iron works company, which owns a North Korean meat company
that will ultimately produce Tracy's invention. The chart is conveniently available to
download from 30 Rock's official NBC Web site. To see the chart and the ownership
structure, see Fig 4.1.
t
JMI
...1 ---)o~ I POKERFASTLANE. COM CONSTRUCTION
& FINANCING
/"' /"'
jl!~ll{l{~u-it. MAINTENANCE
Wig Company
t
~~
"""""1--- NBC~,..+ ,..~-
~
AHPCHANAGI
PARTY MEATS
AHP ~Lj-71
*El-8- J17J.!I-
IWATER I
49
Figure 4.1 "GE Org Chart"
As featured in "The Rural Juror," Season 1, Episode 10
Retrieved April 23, 2009 from, http://www.nbc.com/30_RockJexclusives/
This part of the fictionalized universe within 30 Rock acts in the interest of ironic
self-reflexivity, an acknowledgement of GE' s ownership structure and the vast amount of
differing subsidiaries a "massive conglomerate" can have. The fabrication that NBC is
owned by a wig company, which is owned by "pokerfastlane.com," which is owned by
Kitchen All presents an absurd exaggeration about transindusrial ownership. The critique
surfaces from the absurdity of such a structure, given that the absurd is a useful tool of
50
satire. The chart is also interesting in that GE is split into three divisions: domestic
appliances, aeronautics, and energy, which is a departure from the five actual divisions.
The question arises, why isn't entertainment its own main division? And how
does the corporate structure (albeit exaggerated and fictional) happen when an appliance
company that somehow has majority stock ownership in a poker company ends up
acquiring a wig company that "owns NBC outright," as Jack explains to Tracy. It is this
absurdity that facilitates the satirical view of the transindustrial corporation. Similarly,
Jack's title of "Vice President of East Coast Television and Microwave Oven
Programming" signifies a satirical impression of network executive positions, where two
points of critique surface: One, that someone with no prior knowledge of the television
programming can become the vice president of that entity; two, that as Liz points out
when she meets Jack, "It sounds like you program microwave ovens." The absurdity of
the title is an underhanded comment on the transindustrial nature of GE, a multi-
conglomerate corporation containing entertainment as well as consumer product
subsidiaries that can be united under one vice president.
Macro-Micro Overlap: The Relationship Between Jack and Liz
In all of the episodes analyzed, Jack's and Liz's interactions are central to plot
development as well as the comedic moments. Over the course of the three seasons, as
exemplified by the seven episodes, their relationship evolved from an uncertain boss-
employee context to one of friendship that happens to be between a corporate executive
and a head writer in the entertainment division. While the relation between Jack and Liz
is intended as the entertaining, classic comedy duo found throughout the television
51
comedy tradition (such as Lucille Ball and Ricky Ricardo; Mary Tyler Moore and
Edward Asner), their relationship on a connotative level reveals the structure and
projected nature of the television industry as well as the complexities of Liz Lemon's
position as an intermediary between corporate and creative cultures.
In the pilot episode, the dynamic between Jack and Liz is introduced. By the end
of this pilot, their relationship comes off as a satire of what a professional, boss-employee
relationship should look like. To some extent, their interaction seems typical, such as
when Jack explains he's changing the show, mandates to Liz that she must meet Tracy
Jordan, and takes an authoritative role in the production of the live show. Although their
relations are also atypical---on the one hand, this is because as a television comedy, there
is an expected level of comedic interplay, and on the other hand, these instances operate
as satirical. For example, within the first day, Jack critiques Liz's appearance and
personal life (an interaction that persists throughout the season), and Liz throws a water
bottle at the back of Jack's head in a drunk and defiant move.
The central Liz and Jack relationship begins when Liz and Pete are summoned
upstairs. Rather than the old boss and office, they see the office undergoing construction
and redecorating. Jack enters the room by kicking in a plywood board, emphatically
announcing his entrance into the room and the executive position. His entrance and strut
towards Liz and Pete signifies upcoming changes to Liz's show, TGS, as well as a new
level of control in the show's production and content. Jack is a GE executive, credited as
an expert in market research and innovations-the GE Trifection oven being his "greatest
triumph." While Liz, Pete, and nearly every other character are in the television industry,
52
Jack comes from the corporate world and the consumer product industry. He has no
background in television. This presents an introduction to the 30 Rock's commentary on
network executive control, where an executive with no prior television experience can
dictate and alter the process of creating and producing Liz's show.
During this first meeting, Jack exudes the presence and knowledge of an
executive, particularly when he speaks about market research. To illustrate his
synthesized knowledge of market research, he sums up Liz perfectly in about three
sentences, covering everything from her insecurities to consuming choices to "picking up
knitting for about. .. a week." Liz is instantly annoyed at Jack - not just because he can
easily figure her out as a person, but also because his presence is an attack on her creative
realm. However, Liz's creative realm is a space that is constructed with market research
and packaged into a product for a predictable audience that can be summarized by
business terms. In this initial interaction, Jack exhibits his corporate, business approach to
creative content by drawing on market research as well as his consumer goods
background. Liz, in contrast, is defensive, threatened by his demographic numbers, and
sarcastic in tone-indicating disrespect for his authority. This early stage of their
relationship exemplifies the clash between the economic-driven mindset towards
production of culture versus the creative approach endemic to the culture ofproduction.
In the beginning of Jack's position as network executive (and hence, the first few
episodes of 30 Rock), the Jack and Liz relationship is ambiguous. Upon first meeting
Jack, Liz is sarcastic (as a defensive mechanism) and bitter toward him. In the fourth
episode ("Jack the Writer," one of the episodes analyzed), their ambiguous relationship is
53
the core of the plot. Her writers place Liz in a position where she has to tell Jack that he
cannot sit in during the writing process (this example of corporate interference in the
creative process will be discussed in the following section). Pete, the TGS producer tells
Liz that she needs to speak up on behalf of the writers or else they will revolt. Liz replies,
"What do you all not understand? He's our boss." She exhibits a firm conception of the
boss-employee relationship, making it difficult for employees to express dissent and little
room to be rebellious. Liz reluctantly agrees to confront Jack and appears to be uneasy
and awkward about her role as mediator between the two parties. This representation
seems realistic in that the manager is placed in a position between corporate interests and
worker/creative interests. Liz is still clearly unsure about the power dynamics and levels
of control between herself and the boss. Liz ends up telling Jack to leave and admits
defeat, noting that she should be fired. The issue of insubordination is raised and the
flexibility of resistance. Jack actually says it is good to have "honest communication
between coworkers," indicating the value of honesty over resistance and retreats to his
rightful place, upstairs.
The two subsequent plot points further illustrate the vague boundaries of their
relationship. Jack's assistant, Jonathan, notifies Liz that Jack expects an apology for
"banning him from the writers room." Liz timidly goes into Jack's office and apologizes.
After brushing off the apology as absurd, Jack admits that he thinks no one likes him (an
odd thing for a seemingly confident executive to express). Liz placates him saying she
likes him and the writers like him. Jack sets the tone that he would like them to have a
"friendly" relationship, later offering her a pair of VIP concert tickets as a friendly token.
54
Having established a somewhat friendly and slightly casual relationship, Liz
assumes that she can talk to Jack more as a friend than as a boss anytime. In an effort to
appease her writers, she asks Jack for the key to the roof-deck, so that the writers can eat
pizza there and take a break (as the writers mention, The Today Show people are out there
all the time). What ensues is an interesting example of not only how their relationship
evolves, but also a glimpse into the representation of corporate culture.
Jack is walking towards the writers' room accompanied by two men in suites;
men similar to Jack's elite, executive stature. He tells his colleagues, "this is where my
writers work" and they joke about the smell. The use of "my" indicates a sense of
ownership and control over a creative product (TOS) he is not directly involved in. Jack
continues, "Since Tracey's arrival, the show is up in key demographics for driving male
viewership and we're effectively synergizing backward overflow." This dialogue satirizes
the interaction among executives and the use of insider jargon.
While Jack is conducting business, Liz interrupts and very casually asks Jack,
"can we eat our pizza outside? 'Cause those [people] from The Today Show eat on the
roof garden all the time. And I thought since you and I are best buds, maybe you can do
me a solid and slip me the key." The situation quickly becomes awkward; Liz rambles
about Jack's cool boss persona. The men in suits look at each other in disapproval of
Liz's behavior and informal interaction with Jack. Embarrassed, Jack pulls Liz aside,
apologizes for what he is about to do, and scolds Liz for her inappropriateness. He is
apologetic because he wants to be liked by Liz and maintain a friendly relation. However,
he is also dictated by the form and posture that an executive needs to possess as well as
55
an obligation to the hierarchal and authoritative corporate structure. Thus, he performs
according to corporate culture. Yelling loud enough for the executives and for Liz's staff
to hear, Jack scolds Liz for everything from her "ignorance" to her "mouthful of greasy
peasant food" to her "40 years of public education and daytime television viewing." He
makes the point to identify the two men as executives "from Fairfield, Connecticut, that's
GE headquarters" in a belittling tone of voice and threaten to demote her to writing arena
football promotions. The executives look pleased, nod in approval, and turn around. Liz
is shocked by this reaction and seems hurt about the authoritative, "mean boss" persona
that Jack used to impress his cohorts. In this interaction, Jack reverts to the standard,
stereotypical role for a corporate executive-a role embodied by arrogance, belittling
employees, and drawing on elite, class differences. But when apart from his executive
colleagues, Jack tries to be friendly and apologetic. Jack tries to maintain a dual
relationship with Liz-the stern and authoritative executive as well as the favorable and
benevolent leader.
In the following episode, "Jack-tor," we see Jack and Liz start to break the stiff
employee-boss binary. Specifically, power dynamics are tested towards the end of the
episode. Liz asked Jack to play himself in an upcoming sketch about network executives.
Jack accepts the challenge though he is not equipped at all to be an actor, let alone
perform on live television. In a moment of desperation, Jack calls Liz at three in the
morning, implying a new level to the boss-employee relationship that starts to cross over
into friendship. Jack is at the TGS studio stage in need of help from Liz. Jack tells her,
"There's something about performing that I can't wrap my brain around. All this creative
56
crap ... acting ... " He asks her help. as he falls to the ground, hyperventilating at the
thought of failure. He instructs her to "talk me down." This is where the power dynamic
is somewhat reversed, placing Liz in a position of authority over Jack since he is in her
TGS realm. Jack reveals vulnerability for the first time, exhibiting a fear of failure and
somewhat of a weak demeanor. As Jack is lying on the ground, Liz bends over him and
shouts, "Here's your pep talk. You're not an actor. You're Jack Donaghy, all right so quit
your whining and nut up. You're right, if you can't do this, you are a failure ...Any dum-
dum can act, Jack, so be a man and get it done." In this authoritative move, Liz reminds
Jack who he is and that his behavior is absurd, especially when considering that the actors
are rather dim. This resonates with Jack, lifting him back to his appropriate level. Of
course, once the sketch is over, regular boss-employee relations return, though there is a
friendly tone between the two. Liz begins to call him Jack, not Mr. Donaghy, and Jack
calls Liz, "Lemon."
Their relationship over time qualifies as friendship--a "natural" part of any
sitcom's character structure where the main characters are often the source of plot points,
help the flow of the narrative, and maintain viewer interests. By the middle of the second
season, not only are they friends, but Jack also trusts Liz enough to promote her as his
successor for when he gets promoted to CEO of GE (which ends up. falling through).
What is interesting in the context of this discussion is when their friendship is
problematic from the corporate standpoint. As indicated earlier with the "Jack the Writer"
episode where Jack and Liz try to establish a "friendly" relation, corporate code of
conduct is conceptualized as disapproving of informal boss-employee relations. This
57
point of conflict manifests itself in the most recent episode used for analysis, "Retreat to
Move Forward." Jack approaches Liz as a friend, asking her to accompany him to GE's
corporate retreat, Six Sigma. Jack is a "little apprehensive about going," which Liz then
parallels to "camp jitters." The following conversation ensues:
Liz: "You haven't seen your little business camp friends in a year and now
you're afraid everyone's gonna think you got weird.
Jack: "Lemon, the retreat to move forwards is a global meeting ofGE's best and
brightest. Careers are made there. It would be helpful to have someone there
with me who's got my back."
Liz: "1 hate those corporate things. Bunch of drunk people talking about synergy."
Jack: "First of all, never bad mouth synergy. And I'm asking you to go as a
favor."
This dialogue on one level, exhibits the friendship between the two of them. The fact that
a corporate executive is asking the head writer of one of the many shows at NBC to
accompany him signifies their close relationship, especially the idea that Jack needs Liz
as support. On another level of signification, this dialogue offers a satire on the corporate
retreat. From a Freudian perspective, Liz is bringing corporate practice down to a level
that is compared to summer camp. She belittles the importance of the retreat, continually
though out the episode drawing parallels to the awkwardness and friend cliques at camp.
True to the dynamics of camp, Liz is pushed aside by Jack once he comfortably
slips into the company of the GE elites. Liz clearly does not fit into the cultme of the
retreat; her presence offers a satirical distinction between her attitude and the serious
disposition of the rest of the retreat participants. For example, Liz awkwardly approaches
two people discussing "leveraging disintermediation paradigms" and "synergized
classifications." She tries to introduce herself and the two people are more concerned
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with her "level," presumably a hierarchy system. The most significant aspect of her
presence is that she remains in the same mode of communication and interaction with
Jack as she would back at 30 Rock. Liz joins Jack and his colleagues in a competitive
team building exercise. The room carries a series and stoic tone, a stark contrast to Liz
emphatically shouting at Jack "say something haircut" and "ah-doy!" Liz and Jack win
the competition, so Liz hugs Jack in celebration and then gloats at the others in the room.
One of the corporate elites pulls Jack aside and expresses a dissatisfaction at Liz's
behavior. The man says to Jack: "That woman is a subordinate of your. Her behavior is
totally inappropriate. Familiarity. Nicknamification. And you seem to encourage." Jack
admits Liz is "unique," which is unacceptable to his colleague. Jack looks embarrassed as
Liz continues to gloat and mock the other participants.
Not only is Liz obviously not a part of the corporate culture, she is not supposed
to have the informal, friendly relationship. with her boss. Jack is forced into a position to
comply with corporate culture expectations. He tells Liz "I need you to behave
appropriately ... you can't say ah-doy to me in mixed company ... While we're here, 1
need you to call me Mr. Donaghy." An offended Liz relates the situation back to the
camp analogy in that she is not wanted as well as shouting "friendship over." Their
friendship is compromised by the corporate culture, an indication that friendship
complicates formal constraints between a boss and employee. Nicknames and familiarity
are unacceptable behavior for either party.
At the conclusion of the episode, Jack is set to give the keynote address. But he
embarrasses himself when he is heard over the speakers giving himself a "psyche up
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speech." Liz tells her table mates, "we have to help him!" And they respond, "when a big
one falls, four little ones go up," an ethos that exhibits a ruthless drive to climb up. the
corporate hierarchy. Liz comes to his aid by embarrassing herself, rather than allowing
Jack's debacle to take momentum. In the end, Jack tells her "Lemon, that was heroic."
And Liz replies, "That's what friends do, Jack." This episode essentially solidifies their
friendship as a strong bond that prevails despite the constraints of corporate culture. Yet,
this episode reinforces views of a boss-employee relationship. While Jack and Liz may
attain such a status, their friendship does not change the views of Jack's colleagues.
Micro Level
Culture ofProduction
The emphasis on the culture of those that produce culture through creative labor is
useful to set up in opposition to the corporate culture. The Jack and Liz relationship
exemplifies this division on one level, although it's a bit complicated given Liz's
intermediary position. This dichotomy is illustrated more distinctly by the representation
of the writers' room and the TGS stage area. As viewers, we are shown the TGS set,
complete with cameras, cranes, technicians, and workers moving equipment and
changing sets. Generally, we can assume that this representation is how a television show
is prepared, produced, and executed. The production process is sometimes demystified by
showing the viewers the imperfections related to production, especially right before the
show goes on air, such as script changes and incorrect costume changes.
The writers' room is particularly interesting because as viewers and consumers of
television, we rarely see the creative process and the setting (exceptions include, but not
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limited to, The Dick Van Dyke Show, The Larry Sanders Show, and a show similar in
theory to 30 Rock-Studio 60 on Sunset Strip). This show provides a representation, and
we have no reason to doubt this portrayal, as the room seems rather normal and plausible.
The room is large with painted walls and a large board with a number of colorful index
cards. We assume this is the sketch board, though we never see it up close. A
stereotypical toy basketball hoop is affixed to a wall. There is a long table in the middle
of the room with comfortable chairs, where the writers meet. The table is covered in
stacks of paper, beverages, and an assortment of objects. The full table connotes a
creative process that involves a lot of time and revision. It is interesting to note that over
the course of the show, the writers room in season one appears to be much sparser than in
the two subsequent seasons. In season two and three, the room has more toys, knick
knacks, posters, and book shelves. The storyboard is still on the wall. And there seem to
be more flat screen televisions, which usually have a promotional screenshot for TGS.
Only a few of the writers have speaking roles. And the writers are generally only
shown in the context of their room or around the stage. Their purpose is to write jokes
(for TGS), though we as viewers rarely see how they write jokes or even the final skits
(cultural products). What we do see is banter among the writers and Liz, as well as banter
directed at the TGS actors, Jerula and Josh. The writers' interactions with one another are
very casual. At one point, Liz suggests a dance party break from work because they have
all been working so hard and accomplishing a lot. Overall, the writers and their work
style signify a relaxed approach to work. This is a sharp contrast with the executive
style--a style exemplified by sleek suits, wood paneled office, a fully stocked bar, and an
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aura of luxury. The show presents a dichotomy, a clear distinction, between the ones in
power (corporate) and those that produce the cultural products (the writers).
This distinction in cultures is of particular focus in the "Succession" episode
where Jack is told he will be the next CEO of General Electric. At the start of the episode,
Liz is having a particularly unpleasant day dealing with the writing staff. Liz is scolding
Frank for losing the TGS script (he downloaded a virus on her computer). She tells the
writers they have to spend all night writing a new script, resulting in a string of insults
and one writer throwing a ball of paper at her. While this scene suggests an informal
creative environment, it also indicates a lack of respect for Liz and her authority, as
evidenced by Frank using her computer without permission and one writer shouting "you
suck" among a slew of insults.
Around the middle of the nalTative arc, Jack decides to choose Liz as his
successor, telling her "Lemon, I'm promoting you to head of East Coast Television and
Microwave Oven Programming." Liz visibly and staunchly protests: "No, no, I'm not an
executive. Executives are like uh uh [Liz has a stern face and stiffly moves her arms
around like a robot]. And I'm like ah ah [Liz over-emphatically smiles and loosely moves
her arms around]. I'm a creative person." Her mind changes when Jack shows her starting
salary of an executive, to which Liz responds by slapping Jack. The scene quickly cuts to
the writers' room, with Liz storming in and shouting, "I'm going corporatel" The writers
look shocked and silent, the scene ends abruptly and cuts to commercial. From this
sequence, Liz visually tries to signify the differences between corporate and creative,
conveying that corporate is rigid (and thus, not for her) and that creative is loose and
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friendly, where she feels comfortable. It is the monetary incentive that changes her
perception of corporate and the prospect of leaving the chaotic realm of the writers. This
flip in Liz's perspective towards corporate illustrates her relation between corporate and
creative cultures in that her ties to the creative side of the industry are not as strong as
self-driven interests in monetary gains. Furthermore, Jack's promotion indicates a strong
bond between Liz and himself, where he values her loyalty as well as friendship.
Following the commercial, Liz has altered her appearance, changing from jeans
and a TGS sweatshirt into a pantsuit and a stylized hairdo-business attire. Already her
physical appearance impacts her attitude, a superior and confident executive (though she
admits she's a bit nervous and "business drunk"). She is at the table with Jack and four
other men in the executive dining room. Each person has a packet with the GE logo
prominently displayed that reads "Microwave Start Buttons: Development Overview."
Jack starts off by explaining that this project has taken "four years and ten million dollars
to develop." Liz chimes in "I kinda like the old button," which Jack turns into "button
classic"-a reference to Coke's failed campaign in the 1980s to introduce New Coke and
so rebranded the old Coke as Coke Classic. Liz is congratulated for making her first
decision as an executive.
Worried that she may wrong, Jack tells Liz "there is no wrong, Lemon, you just
have to find a subordinate you can push the blame on." In Liz's realm within the culture
of the production, her writers blame her for losing the script and even for creating the
show in the first place. The writers easily displace their responsibility on Liz when it
strikes them as convenient to view Liz as an authority figure, and thus an outlet for anger.
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Comparatively, corporate culture, as embodied by Jack, suggests that blame never be
placed on the authority, but rather displaced on subordinates who blindly take the blame.
Corporate Interference into the Creative Process and Product
GE and NBC enter into the creative process through a number of avenues. The
birth of the show's overarching narrative structure begins with a new corporate executive
that intervenes in the production of Liz's show, setting a tone for an ongoing plot point in
the series-corporate interference into the writing process, content, and actors. When the
viewers as well as Liz and Pete are first introduced to Jack, his office is being remodeled.
Liz notes that the office looked good before. Jack responds, "Sometimes you have to
change things that are perfectly good to make them your own." This line is a direct piece
of foreshadowing the changes to come. More so than desiring to make a show like TGS
his own, Jack is interested in "retooling" TGS in order to increase its ratings. This is
when the first corporate inference occurs. The following is the conversation that ensued
when Jack explains the results of market research on TGS:
Jack: "You're missing men between 18-49."
Liz: "I'm not missing them, they're just not there."
Jack: "1 think 1 can fix that."
Liz: [sarcastically] "So your job is you take things that are already working and
youjix them... That's a great job."
As noted earlier, Liz has no room to accept Jack's interference into her show. However,
as part of a larger network, and by extension, a larger corporate parent, Liz's show is
susceptible to corporate input. As insinuated by their discussion on demographics, ratings
and the coveted male demographic are required to make a show successful. Drawing on
his experience with the successful GE Trivection Oven, Jack uses the oven's three-heat
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system as a metaphor for how to retool TGS. He insists that TGS is "missing the third
kind of heat" and that a new character will fix the ratings. Jack suggests Tracy Jordan, a
crazy actor known for oddities and a mental imbalance. Again, Liz is resistant and
defensive. Though she does not overtly mention this, having a new actor on TGS
completely changes the character of the show. Before Tracy's arrival, TGS was called
"The Girly Show" a male movie star is not only an interference into the show's
production, but also a new identity. In the larger picture of Jack's insertion into Liz's
show, creative content becomes a commodity, a product optimized to increase ratings by
adjusting the show's mechanics and including another sort of commodity-the celebrity
that can bring in ratings and increase the show's profitability.
The Writing Process
Interference from corporate into the culture of production is the main plot of
"Jack the Writer," the fourth episode. Inspired by the Six Sigma management training
(what Jack calls the "elite GE executive training course" and is the focus of the episode,
"Retreat to Move Forward"), Jack decides to sit in on the writing sessions in order to
"understand every aspect of the business." Jack views this move as good management,
while the writers look unsure and unwilling to have him there. The writers look aIUloyed,
while Liz grudgingly starts the writing process by working on Toofer's cereal
commercial parody. The writers begin with a round of brainstorming for cereal names.
Jack laughs boisterously at one of the suggestions and tells the group, "I think we all
really laughed" so let's move on. Through this disruption, Jack provides an element of
efficiency by inserting himself in a business manner with authoritative decisions.
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The next day, he suggests that the writers follow the comedic cues of Dilbert. On
the following day he tells Frank to change the joke about Jeb Bush because "he's a friend
of mine." The last part of the day-to-day sequence, Jack reads punch-lines from index
cards, insisting that the writers develop a sketch based on his one-liners. Jack is also
shown dominating the conversation by telling a story about Tom Brokaw, suggesting that
there is a sketch idea in that story. By this point, Jack's physical appearance has changed
from his standard polished suit and into no suit jacket, loosened tie, and rolled up sleeves,
signifying somewhat of a transformation into the creative realm, although this change in
appearance does not change the quality or impact of his ideas.
His presence clearly restricts the flow of ideas, resulting in stifled writing and
compromised jokes, as evidenced by the lack of completed scripts. Liz, acting as the
"good" employee and underling to the executive, goes along with it as long as she can
until the writers gather in her office and revolt. Comments from the writers include "you
have to get Donaghy out of the room" and that he's "stifling us." With this act, the
writers (as part of the culture of production) express resistance against corporate
influence and demonstrate agency by persuading their boss, Liz, to confront her boss.
Product Placement
Among the most relevant issues featured in the show is product placement within
television programs, or what is referred to as "product integration." This continues to be
an issue throughout the course of the show, whether product placement is the subject of
satire, occurring as real product placement, or viewer confusion as to what is a product
placement or not. The issue of real product placements and the self-reflexive element
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pertaining to the show's characters acknowledging that there is product placement within
their text will be further discussed in the next section. What follows in this discussion is
how 30 Rock satirizes the industry practice of product placement.
In the episodes analyzed, a few references were made to product placement. In
"Rosemary's Baby," Liz is given the GE Followship Award, "presented annually to the
woman, sorry, person, who best exemplifies a follower," as said by Jack. He presents her
a giant GE check (complete with GE logo) and has the memo line filled to say "mindless
following." Jack goes on, "when I think of the free-spirited Liz Lemon I met just one year
ago, so resistant to product integration, cross-promotion, and ad-verlingus, it pleases me
to see how well she has learned to follow." Liz responds with "Is this because of that GE
sketch?" The scene cuts to a flashback of a TGS sketch with Tracy, Jenna, and a third
character who has a microwave for a head, and as Jenna says "an excellent GE
microwave!" After the flashback, Liz mumbles, "you said I didn't have a choice."
Part of this joke is that Liz is rewarded for following a directive that she had no
agency to respond to. The underlying aspect of this scene though, is the critical
commentary about how Liz's creative oversight has favorably evolved (corporate
perspective) to follow industry strategies of product placement and cross-promotion (not
quite sure what ad-verlingus is, perhaps using advertising language in creative content or
more likely a double-entendre). While the image of a person with a microwave head can
be seen as humorous, the fact that the sketch was written to specifically highlight a GE
product indicates corporate interference into the creative content. Ironically, later in the
episode when Liz is trying to defend that TGS comedy can be very edgy (meaning on the
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critical edge of humor), one of the writers shares the latest sketch idea: "Barry the
humping dog is shopping for a GE washer and dryer." The other writers sarcastically
mutter, "I have not seen that before ... " and "that's a very sharp idea."
Another reference to product placement includes a scene from the "Greenzo"
episode. The corporate mascot, Jack explains, is the "first non-judgmental, corporate
friendly, environmental advocate." With this in mind, Greenzo is developed as a means to
dually promoting GE products as well as a fa<;:ade of environmental concern. In a sense,
this episode acts as a product placement for all of GE. The direct reference to product
placement occurs when Jack, Liz, and the writers are watching Greenzo's first
appearance on television on NBC's The Today Show with Meredith Vieira. The studio is
filled with a number of kids as well as the typical crowd of people holding signs outside
of the studio. Meredith asks Greenzo "what can kids and parents do to protect the Earth?"
Greenzo is standing next to a washer and dryer, "well kids, you can tell your parents to
buy GE front loading washing machine to save water." The scene cuts back to the writers
room where Jack smiles and nods at the Greenzo segment. Later in the show, Greenzo is
back on The Today Show. As Greenzo talks about how the "air is going to be poisoned
unless we switch to green technology," we see Jack enthusiastically responding to the
television, "sold by our company!" Again, the viewer is satirically reminded that GE
products are part of the environmental movement.
The focal point of the production placement theme in 30 Rock is exemplified by
the episode, "Jack-tor." The main plot revolves around a corporate directive that
"suggests" that NBC programs integrate GE products into broadcast television. The
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storyline begins when we see Jack in his office, pleasant instrumental music starts to
play, and the onscreen subtitle appears: "Jack Donaghy, Vice President, East Coast
Television and Microwave Oven Programming." He begins to talk, looking directly at the
camera. About 10 seconds in, the screen perspective switches to a television frame,
indicating that Jack is in a video. Jack is showing a GEINBC promotional video, with the
writers as the intended audience. The following is the transcript of that video, with visual
descriptions placed in brackets (such as facial reactions within the video):
Jack in the video: "Hello. For over 100 years, GE has been imagining the
future today. And I'm here to talk to you today about a wonderful new
synergy. It's called ... called product integration. [Jack motions the viewer
to follow him, then stands in front of an easel with a board featuring the
GE logo]. It's revolutionizing how we monetize broadcast television. How
does it work? Simple. All you have to do as writing staff of a NBC show
is incorporate positive mentions or 'pos mens' [word is displayed on
screen of video] ofGE products into your program. For example, you can
write an episode where one of your characters purchases and is satisfied
with [flips the board to show a GE product] one ofGE's direct-current
drilling motor for an off shore or land-based project. [Cut to the audience:
Liz us shown with a smug look. Jack nods in approval of the video].
Product integration. Setting a new standard of upward revenue-stream
dynamics ... for all of us."
The video is an interesting text to analyze within the context of the show and the
industry. On the industry level, product placement (or the corporate terminology-
integration) has increasingly become a common practice. Examples include the Staples
brand integrated into The Office (another NBC program) or using Coke or Pepsi products
in various television shows (especially prevalent in American Ida!). In this case, however,
30 Rock is satirizing GE's suggestion to promote their products into the plots of NBC
shows. Whether GE has ever officially made this policy or suggestions to the writing
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staff of NBC programs is unknown. But, the language of the promotional video in this
episode provides a potentially realistic representation of a GE strategy to "monetize
broadcast television" and working towards an "upward revenue stream dynamics." In the
context of this television show, this language comes off as satirical and even absurd,
especially the suggestion to incorporate a presumably expensive and industry-specific
product that is not targeted towards the general consumer. In the video, Jack is featured in
his office, signifying his executive power and position. The audience for the video is
NBC writing staff. However, the inclusion of the last four words "for all of us" implies
that introducing product integration into NBC programs is beneficial for everyone
involved, including the writers. But how is that beneficial, or even acceptable, for the
writers? We as viewers see Liz's and Jack's reactions, providing a stark contrast. Liz
seems disturbed, Jack is clearly enthusiastic about this economic opportunity.
The conversation that follows reinforces the contrast between creative idealism
and corporate practices, while also providing a satirical perspective on what television's
content means in the context of the industry. Liz quickly responds to the video with
"you're saying you want us to use the show to sell stuff?" and "No, come on Jack, I'm
not doing that. We're not compromising the integrity of the show to sell-." Liz stands
up to Jack and corporate intervention, drawing on a moral standpoint, which considers
product integration as an assault on the creative product. Following a self-reflexive
product integration parody (that will be addressed in the next section), the scene
concludes with a final exchange that is just as revealing as the promotional video. Liz
tells Jack, "We're not your shills," to which Jack sarcastically responds with, "Oh! I'm
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sorry, they're artists [smirking, looking at his adoring assistant]. .. Get real kids. You
write skits mocking our presidents to fill time between car commercials." Jack's position
is a reminder of the economic, advertiser-driven aspect of television, especially network
television. This is also an example of employing humor-particularly mockery and
parody-as a strategic device to keep viewers watching until the commercials come on.
Liz represents the idealistic creative vision for content, especially the content that carries
substance and critique that have been characteristics of comedy sketch shows (think of
the political and social sketches on SNL). Jack implies that corporate disregards the
content and is only interested in whether the content attracts audiences.
Furthermore, this signifies that those who create-the writers, producers, and
actors-have a false sense of how much control they have over creative content. Instead,
it is the network that has the power to shape content and act in the best interest of the
corporate bottom-line, including the practice of product integration. Essentially, it does
not matter if the writers are concerned about "integrity" and maintaining artistic
standards, they are contributing to the corporate interest by filling up time between
commercials.
The Self-Reflexive Element
Given that 30 Rock is a show conceived as a behind-the-scenes workplace sitcom
and one that is based on the real show, Saturday Night Live, it is hard to ignore the self-
reflexivity inherent to this show. The realms of reality and fiction blend into a sitcom
steeped in self-conscious awareness of the show's character as well as showcasing the
sitcom's capability to play with these boundaries.
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The previously discussed scene from "Jack-tor" is also significant for its self-
reflexivity on product placement. As Liz is defending the creative integrity ofTGS, a
parody, but real, product placement is interwoven into the dialogue. The writers room is
tense at the thought of having to integrate GE products into sketches. During Liz's moral
diatribe that TGS is not a commercial, Liz is cut off by Pete, who introduces the ironic
parody of product integration. Holding a Snapple bottle, he says, "Wow, this is diet
Snapple?" The rest of the writers agree and each chimes in about their own bottle and
flavor, including Liz. The office assistant even uses a common advertising technique of
sex appeal and persuasion to promote the product. Despite this self-referential parody, the
show is still promoting Snapple, an instance that happens again later in the episode when
a man in a Snapple costume asks for human resources. The writers of 30 Rock may
indicate that they are critiquing the practice of product placement, but they are still
contributing to and working within the corporate-defined culture industry.
The "Greenzo" episode perhaps offers the most critical and sustained self-
reflexive plot. The episode was written in the context of a real NBC Universal directive.
During the first week in November 2007, NBC Universal initiated a week of
programming (more than 150 hours) that focused on environmental issues and messages.
This extended to NBC News, NBC Sports, MSNBC, CNBC, and Universal movie and
television productions. In a press release, NBC executives announced that the "ongoing
'Green is Universal' initiative will help reach hundreds of million ofNBCU's consumers,
raising awareness, entertaining and ultimately, driving results" ("NBC Universal's,"
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2007). Indeed, that week's episode of 30 Rock corresponded to the initiative and in full
self-reflexive mode.
As discussed earlier, the "Greenzo" episode features a corporate mascot that is the
"business-friendly" advocate for the environment. Greenzo's first lines are "Greenzo!
Saving the Earth while maintaining profitability" and "the free market will solve global
warming, if it even exists." Jack proudly explains that Greenzo will be featured on
billboards and will make appearances on The Today Show. Recall that once on The Today
Show, Greenzo promotes the GE washer. Jack also expects that Liz will write material for
Greenzo that follows the green initiative in a "business-friendly" way. In terms of critical
commentary, Greenzo is an interesting critique on corporate attempts at greenwashing, a
satirical jab at the persistence of corporations like GE to take advantage of
environmentalism to sell products. The creation of Greenzo, the use of an NBC writer to
create material, and featuring Greenzo on NBC's morning show, are all self-reflexive
indications of the institutionalizing of the corporate initiative to convey "green"
messages in network programming. Though there is no evidence that NBC Universal
created a live mascot to promote environmental issues and promote some GE products
(the NBC Peacock logo in green is the closest to a mascot), Greenzo as a character
conveys a critical comment on an underlying force to the initiative.
The "Green is Universal" phrase is also parodied within 30 Rock. When Greenzo
is on The Today Show and again later when the TGS stage is turned into a green theme,
there are kids wearing t-shirts that read: "Greenzo is Universal." The Universal part is
displayed in the same typeface as the Universal logo. This parody indicates the concerted
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effort by NBC Universal to associate its brand (as evidenced by the iconic typeface) with
the environmental movement. While the phrase is clever, "Green is Universal" suggests
an ownership of "green"; again, a critique on the practice of greenwashing.
Aside from Greenzo, the more critical self~reflexive part of the episode is a
speech made by Al Gore. Gore guest stars as himself- an environmental advocate. At
this point in the episode, the Greenzo character has gone "off message" by sabotaging his
business-friendly persona and preaching against corporate polluters. Jack calls Gore in
under false pretenses (that GE has developed a trash-powered car) in the hopes to
convince Gore to act as Greenzo. The following is their conversation:
Jack: "While you're here, why don't you throw on green tights and a cape
and tell the kids how big business is good for the environment."
Gore: "I have no interest in doing that."
Jack: "AI, we're with you on this whole planet thing. I mean look at this
set we built with the smiley earth and some green things [gesturing to
the TGS set that has been redone for a Greenzo kids show].
Gore: "Jack, look, we're way beyond that. If your network really wants to
demonstrate a commitment to the environment, why don't you start by,
for example, having an entire week with nothing but environmental
themes on all the programs. Use entertainment for substance. You can
have a character in prime time making a passionate argument to the
American people that we need C02 taxes to replace the payroll taxes.
Your parent company can lobby Congress and the President to pass the
[Kyoto] Treaty and save the climate!"
Jack: "Yes! Or! You can put on a silly hat and tell kids how outsourcing
means cheaper toys at Christmas."
Gore: "This is not working for me, Jack."
This dialogue is loaded with a number of self-reflexive and satirical
representations. This exchange reinforces the satire that these green initiatives are
business ploys and part of a corporate agenda to promote its own interests. Jack is
representative of this corporate ethos where "big business is good for the
environment." The content of Gore's speech is an excellent illustration of the self-
reflexive-his speech nearly reflects what NBC did do, as in having a week of
environmentally-themed programming. The critical element lies in the other
actions that NBC and GE can take, such as lobbying and using characters to
promote substantive legislative changes. In contrast to Gore's suggestions, this
episode featured the following GEINBC initiatives-purchasing a GE washer and
shutting off computer monitors and lights.
Approached as a whole, this episode offers a mixed message through the
lens of self-reflexivity. On one hand, this episode offers the critical self-reflection
of the NBC initiative. As a show produced by NBC, the 30 Rock writing staff had
to follow the green-themed content. So they did follow the initiative, but in a way
that made a point about the corporate initiative as it related to the GEINBC
family. The writers could have focused on an even more self-reflexive plot where
the show within the show (TGS) had to deal with the green-theme on a meta-
level. Thus, when examined as a whole, the lack of any focus on the process to
create TGS may be a subtle critique on how the corporate initiative disrupts the
production and typical plots of any show. On the other hand, though, despite the
critical moments, Liz, or any of the characters (except when Greenzo goes crazy)
never voices resistance to the green initiative and to Jack's focus on using the
green-theme to promote GE. She does not protest that her duties are being
refocused on Greenzo and that her set is reappropriated as a Greenzo set.
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The Role of Parody and Satire
The analyzed episodes reveal a number of points of satire, with the help of
parody. The predominant satirical jabs are at corporate culture. Given that the
status quo is corporate culture, where the economic bottom line and elite males
dominate television production, then 30 Rock at times can offer critical
commentary on that culture. For example, Jack's language is a parody of real
corporate speak. GE's annual report and corporate website are filled with phrases
such as "drive innovation," "leverage strengths," and "delivering through
diversification" CGE, 2009). So when Jack says something like "monetize
broadcast television," it is rooted in industry language. And when presented in
contrast to Liz's loose and casual manner of speaking, Jack's representation of
corporate culture is that much more pronounced as an attack on the insider-
language that corporate entities use when speaking of creative endeavors.
Along with corporate culture are the satirical plots and jokes on industry
practices, such as product placement and cross promotion. These are among some
of the more critical stances against network control and corporate intervention.
The scene that ensues at the beginning of "Jack-tor" is particularly harsh on
product placement, given that 30 Rock satirized a corporate video with a planned
script and strategy to implement product placement across NBC programming.
Among the favored jokes at corporate culture and industry practices are directed
at Six Sigma, a quality assurance program for elite corporate executives. Devoting
a whole episode to parody this GE staple is a move at bringing the GE institution
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down a few notches, open to mockery and devaluing. The satire stems from the
fact that the goal of Six Sigma is to achieve near statistical perfection, a feat that
may be applicable to industrial production but not to cultural production, and
specifically, television programming. The GE Six Sigma explanation states "to
achieve Six Sigma Quality, a process must produce no more than 3.4 defects per
million opportunities" ("What," 2009). How can this be achieved in television
programming? Thus the satire is directed at the idea of television programming
being produced, managed, and evaluated in the same manner as GE's other
divisions such as consumer products and energy infrastructure.
30 Rock also satirizes the involvement of GE in the production of television,
offering the perspective that GE is primarily interested in not only ratings and profits, but
utilizing its television programs as a vehicle to advertise GE products. This portrayal
contributes to the discussion of the cultural industries and especially the transindustrial
nature of media ownership--how a media conglomerate such as GE/NBC seeks audience
commodities and maximizes its "monetizing" opportunities through cross-promotion.
Considering that exaggeration and fabricating absurd situations are trademarks of parody
and satire, then it can be concluded that 30 Rock, on the connotative level, can provide
insightful representations of the television and culture industries as well as media culture.
77
CHAPTER V
CONCLUSION
Returning to the juxtaposition of 30 Rock and Studio 60, it is ironic that the show,
which NBC placed little faith in, has succeeded and surpassed the show that NBC
executives were more concerned about. In an interview, Lome Michaels noted that there
was only one screening of the 30 Rock pilot, suggesting that NBC allowed Michaels and
Fey to run with their ideas. Michaels has been around the business for over 30 years and
seems to have reached a level of trust from the network executives, pulling Fey into the
trustworthy boat. Michaels and Fey also had another advantage over Sorkin's show-
access to the behind-the-scenes of a late night comedy sketch show, Saturday Night Live.
Who better to poke fun at SNL then the creator and writers?
Although 30 Rock is a modest success (average number of viewers range between
five to eight million and has won numerous awards), it is important to consider the
context of primetime television. Sitcoms are dwindling in the primetime network
schedule, a mediascape dominated by dramas and reality programming. Predictable
plotlines and stale jokes about sex and relationships may still be around (i.e. Two and a
HalfMen, a conventional sitcom that garners the most viewers in the sitcom genre, and
30 Rock also partakes in the tradition), but there are an increasing number of sitcoms that
follow the path of The Simpsons humor. These newer sitcoms, 30 Rock included, contain
78
humor that is self-reflexive, play with genre conventions, and acknowledge the
intertextual network that includes and goes beyond the television screen.
Future Research
The scope of this proj ect focused on only one angle of representation-that of the
television industry and the workplace. Future research would be beneficial to examine the
characters of Liz Lemon and Jenna as juxtapositions and manifestations of being a
woman in not only the workplace, but also society at large. There are a number of
episodes that explicitly deal with issues related to being a woman in the workplace as
well as challenges to the female identity (two specific episodes are "The C word," which
deals with a derogatory term directed at Liz and "SeinfeldVision" where Jenna gains
weight and Liz encourages people to accept the plumper Jenna). Race is an ongoing issue
and source of storylines, such as racial stereotypes and the clash between Tracy and
Toofer (stereotypical male celebrity and the antithesis). 30 Rock appears to be one of the
few shows on television, and certainly sitcoms, that regularly deals with racial issues as
plotlines as well as has a fairly mixed race cast.
Revisiting the feminist approach to 30 Rock, future research on the show's gender
politics would be helpful to further dissect and interpret the relationship between Liz and
Jack and what they represent. What emerged out this analysis is a need to address the
issues of stereotypical and characteristic male and female behaviors. Over the course of
the show, the creative aspect of television production appears as a feminine and often
times, infantilized, space. The economic and managerial side is masculine, exemplified
by Jack. How this dichotomy plays out between these two characters and how the gender
79
politics spread out to the rest of the characters is an interesting direction for further
analysis.
On the production side of research, the speculations of this analysis can only go
so far as to assume writers' intents and full validity to the writing and production
processes. An in depth look at how this show is written, organized, and viewed by
corporate would be very beneficial in forming a more complete picture concerning the
show's humor and representations. Participant observation and interviews with people
associated with the production of the show would also aid in fuller understanding.
A limitation to the scope of this project is that there is a significant storyline that
offers a rather critical view of corporate structure and GE, which is not included in the
analysis. These episodes did not directly deal with the representations of television
production. The storyline features Jack and his lover, a Democratic congresswoman from
Vermont, C.C. Their relationship lasted over a span of several episodes in the middle of
the second season. They initially kept their relationship a secret because one, they were
on opposite ideological polls, and two, c.c. was involved in a lawsuit against NBC's
"corporate parent" Sheinhardt Wig Company. C.C. was representing children that "turned
orange" due to a river polluted by Sheinhardt. Several parts of these episodes showed
C.c. speaking on cable news networks about the lawsuit and seeking action against
Sheinhardt. This storyline appears as a parallel to the case of GE polluting the Hudson
River and avoiding the clean up through lengthy court procedures ("Historic," 2007).
Along the course of their relationship, c.c. compromises prosecuting Sheinhardt by
agreeing to settle out of court, a situation she wanted to avoid so that the orange children
80
can get justice through court proceedings and encourage awareness about Sheinhardt's
actions. Throughout the course of this storyline, political ideology and corporate injustice
were ridiculed. However, Sheinhardt's actions were successfully swept under the media
rug-signifYing that through the narrative arc of the sitcom, that real conflict and critique
were subdued by resolution in favor of what Jack represents.
Another vital component for future research and an issue that emerged out of the
research is the tension between competing ideologies of creative idealism and
conservative capitalism-an issue that is not fully addresses in this project. These
tensions played out between Jack and Liz. On one level, they may be metonyms for
creative and corporate cultures. But what emerged was a deeper level where Liz's
creative idealism (recall her nostalgic love for the liberal Rosemary, her insistence that
TGS had integrity, among other examples not discussed in the analysis such as her
idealism on race) is set in opposition to Jack's stance as an elite, conservative, white male
who is dominating in a transindustrial corporation. Liz's idealism, in her creative
endeavors and the wider context of her surroundings and relations, are often times
crushed by Jack's reality-a reality constructed by corporations, capitalism, stereotyping,
and a position where economics dominates art for art's sake. Thus, Liz's perspective is
often times renegotiated when confronted by Jack. "Rosemary's Baby" is a good example
where Liz tries to be rebellious and maintain creative integrity thanks to Rosemary's
influence, but in the end, returns to Jack and asks him to help her "turn money into more
money." Future analysis into the show's underlying ideologies would greatly benefit the
study of this sitcom as part of media culture imbued with ideological underpilmings.
81
The Contradictions of Comedy About the Industry
At times it is difficult to discern whether the parody and satire about GE on the
show is in the genuine interest of humor and commentary or an act of promotion. While
the scene in the pilot episode where Jack gloriously talks about the GE oven is amusing
and provides a satirical comment on corporate management structure, the program was
still promoting the GE oven. Tina Fey has noted that GE had nothing to do with the
inclusion of the product. Then again, GE, who also admitted that it "had nothing to do
with the inclusion of the product," decided "to run Trivection ads during the show to let
viewers know the product is, in fact, real" (Bohen, 2006). This is disappointing,
especially considering that the show provided GE with the opportunity for generating
buzz about this product.
In addition to frequent GE references, 30 Rock also references other NBC brands
such as CNBC, The Today Show, and Late Night with Conan 0 'Brian. Perhaps the show
is maintaining the reality of what happens within a corporate conglomerate that
capitalizes on cross promotion. But the show is also participating in the intertextual
landscape of television, providing clear references and self-reflexive awareness that it is a
part of a vast television system, where shows reference other shows and networks
commonly promote their holdings across their channels.
While the writers may be commenting on industry practices, such as
product integration and cross promotion, the show partakes in these. The self-
reflexive and ironic parody of product placement about Snapple may be amusing,
but in the end, Snapple was promoted, even in spite of the humor, "we know, that
82
you know, that we know... " mentality. On the issue of cross-promotion, 30 Rock
thrived on the popularity of Tina Fey during the 2008 Presidential election when
she was pulled into political sketches on Saturday Night Live. Lome Michaels
asked Fey to do the impersonation of the Republican Vice Presidential candidate,
Sarah Palin, due to their close physical resemblance. This popularity with viewers
was parlayed into viewers for 30 Rock, partly thanks to NBC scheduling a half-
hour SNL political sketch comedy show during the usual 30 Rock time slot along
with heavy promoting. Indeed, 30 Rock is a television program within the
television industry, a business that is focused on garnering viewers, increasing
ratings, and attracting advertisers. Thus these acts of cross promotion and
inclusion of industry practices are not surprising, and in fact, expected for any
television program to be successful.
Greene (2008) explains the cultural industries as "a systematic process of
standardizing culture while purging it of any critical capabilities; creating immediately
recognizable cultural commodities to maximize their consumption by audiences" (p. 31-
32). The cultural industries produce recognizable commodities such as the television
sitcom genre, a familiar form to most audiences. Also, these commodities standardize
culture and cultural practices, especially within television. But as 30 Rock and many
other television programs over the years have shown, these commodities do have critical
capabilities. Assuming that the audience is aware of the parodies and the satirized targets,
30 Rock presents a critical view of corporate control and the workings of the television
industry . Yet, since this critique is presented within a popular media commodity-the
... -_._--_._--------
83
primetime television show-the critical edge to the comedy and the representations
become sanitized.
Given an aware audience, then at least the humor in 30 Rock may function as the
"social release valve" as theorized by Bergson. The humor in this show requires an
amount of social capital (amassed knowledge) and cultural references. To understand that
the show is in part a satire on the television industry, the viewer needs to be aware that
NBC Universal is owned by GE, that Tina Fey was the head writer for a number of years
at Saturday Night Live (thus drawing experience from there), and somewhat familiar with
how the industry works, such as television ratings driven (as portrayed in the pilot
episode) and the prevalence of product integration into creative content.
One of the greatest jokes in the series that demonstrate the specific knowledge
necessary for an aware audience can be found in the "Greenzo" episode. When Greenzo
goes off message, criticizing "two-face corporate fat cats," Jack tells him, "you either get
on board or you're going to wake up on that island with Phil Donahue and the electric
car." This line is said quickly in the middle of an exchange and is only funny if one is
aware of the underlying references-that Phil Donahue's program on MSNBC program
was canceled possibly due to his critical stance of the Bush administration and that there
is speculation that corporations colluded to slow the production of the electric car.
When 30 Rock takes liberties at insinuating that GE influences television content,
it is not only nothing new in terms of comedy content (David Letterman would poke fun
at NBC and GE when he had his late night show), but it is also loosely based on real
situations. For example, it is documented that NBC News has been influenced by GE,
--- ----_._-------------
84
whether in terms of more "entertaining" content, as in ratings-driven content, or in terms
of influencing news coverage of GE. Arthur Kent, a former NBC news correspondent
writes about the "forcing of entertainment values onto news managers," particularly
pointing to GE executive decisions to sign talk show hosts (attempts at Jerry Springer and
successfully signing Geraldo Rivera) as news correspondents (Kent, 1998, p. 29). On the
issue of influencing news coverage, Kent notes that GE fostered self-censoring about
GE's environmental liabilities. As an illustration of self-censorship, in 1989 a Chicago
NBC affiliate reported on the poor quality of GE manufactured bolts. Then the story was
picked up by The Today Show but with all the GE references removed (Kellner, 1990).
As recently as April 2009, word spread that the GE CEO and NBC Universal President
had a "top secret meeting" with some people from CNBC concerning the issue of CNBC
becoming too critical of President Obama and too conservative overall ("CNBC," 2009).
Indeed, this is by no means conclusive evidence of corporate intervention into television
content. However, it does suggest some history of GE influencing news content. Perhaps
assumptions can be made about the representation of corporate influence on creative
content given Fey's extensive history as head writer for SNL that may suggest she has
had to at least deal with corporate directives and potential influence.
A Sanctioned Space for Critical Humor
The overarching question that lurks in the shadows of this show is how can 30
Rock get away with mocking, parodying, satirizing, and targeting GE, NBC, and other
instihltions associated with the industry? Are they not presenting a poor image of GE
when Liz lampoons the Six Sigma corporate retreat? Was there a backlash from GE when
85
there were a string of episodes that featured a faux GE subsidiary and "owner" of NBC,
the Sheinhardt Wig Company, as the perpetrators accused of polluting rivers and turning
children orange? (Interesting side note, the Sheinhardt t-shirt is a popular commodity at
the NBC store). In a special feature of the second season DVD, Tina Fey, Alec Baldwin,
a few of the writers, and Lome Michaels appear in a special interview with Brian
Williams (conveniently also a part of the NBC family and occasional cameos on the
show). In the interview, as well as others, Fey says that GE never intervenes with the
development of episodes. Michaels also claims that the GE executives he knows actually
love the show and find the material quite comical. According to a business-oriented
source, when asked about 30 Rock at a GE party, the GE CEO, JeffImmelt, said "It adds
to the humanity of the company" and another GE executive said "30 Rock is a way for us
to poke fun at big corporate culture and not be defensive about it" ("Laugh," 2009).
Bakhtin provides a useful framework for reconciling the inherent contradictions
found in 30 Rock's content. As a program with a rather critical edge and interpretation of
the television industry, it is still a product of the industry. The humor in the show
provides a space to explore the "unofficial truth" (as described by Bahktin's notion of
parody) of the television industry. Though it may satirize product integration, it includes
it, as evidenced by the Snapple case or a more recent case of a SoyJoy product placement.
There may be instances of mocking GE's corporate structure and practices, but these
practices and hierarchies are still reinforced. Consider Bakhtin's carnival: a space and
time where laughter, bodily functions, materiality, gluttony, excess, grotesqueness,
parody, and so on prevail despite an era of rigid control of official doctrine. The Church
86
sanctioned the low humor of folk culture. Similarly, the television industry sanctions and
allows room for mockery, ridicule, and satire of the very practices and doctrines they
uphold. However, the television industry is rooted in the drive for profit, through
advertising, commodification, and targeted appeal to desirable audience. Thus, if an
"intelligent" television product, such as 30 Rock, which features wit and satire concerning
the industry proves successful in garnering an audience (and a quality one, as in higher
incomes), then why not allow such a product to continue and thrive?
Television resides in a realm between official and popular cultures-adhering to
doctrines of official culture yet operating as carnivalesque entertainment. A cultural work
such as 30 Rock plays well to both instances and embraces the paradox between critical
humor (including parody and satire) and the television show commodity. Through the
conservative mechanisms of the sitcom's narrative arc (where equilibrium is usually
reached at the end of the episode or reset by the next one), 30 Rock neutralizes any real
conflicts that may occur within the workplace environment and the impact of media
conglomerates on the creative process. The humor is sanctioned by GE; evidenced by a
continued renewal of the show and anecdotal approval from corporate executives.
Perhaps it also reflects well on GE to have a sense of humor about its image and actions.
While neutralizing conflict and standardizing conceptions of the industry, the
content of the show highlights issues that arise in the television industry (as well as in
critical media studies) such as the audience commodity, product placement, and corporate
control over creative content. These issues present great opportunities for humor, as
evidenced by the prevalence of parody, satire, and ironic self-reflexivity. But at the same
87
time, 30 Rock's satire as critique is not a means to challenge the television industry or the
culture industry. While the show's writers may genuinely develop satirical plots and
characterizations, the humor appears as just another industry strategy to generate a
successful cultural commodity.
The show is part of a wider context, an ever-evolving media landscape. Audiences
are changing in sophistication and expectations. And with that change comes changes in
how we are entertained and advertised to (two intricately linked facets in television
programming). As aware audiences, media content (particularly advertising), seems to be
getting more and more self-reflexive and self-referential through the use of parody and
satire. Humor has long been used to attract audiences, whether in entertainment or in
advertising, but this intertextual and self-aware type of humor appears to be a growing
trend, perhaps even a "brand" of humor with targeted audiences.
If we can laugh at ourselves, then so can corporations. Humor pulls back the
curtain that veils anything from how television production may work to how advertisers
know that we know that we are being advertised to. In this sense, the prevalence of self-
reflexive humor is an indication of sophisticated audiences. The willingness of GE to be
the butt ofjokes on primetime television also indicates an awareness that this sort of
humor is humanizing. However, the question still remains about the critical side of
humor. Thus far, it appears that the critical edge of 30 Rock's humor is softened by at
least three factors: one, GE's approval, two, the persistence of industry practices, and
three, a move away from storylines about the television industry in an effort to attract
broader audiences, as evidenced by the decrease in industry storylines in the third season.
APPENDIX
30 ROCK REFERENCE TABLES
Table 1: 30 Rock Reoccurring Characters Referenced in Analysis
88
Character Actor Name Brief description of Character
Name
Liz Lemon Tina Fey Head writer for "The Girlie Show" (TGS); main liaison between TGS
and network executive
Jack Alec Baldwin Network executive with the title: Executive Vice President of East Coast
Donaghy Television and Microwave Oven Programming; hopes to be CEO of
General Electric
Jenna Jane The star of"TGS"
Maroney Krakowski
Tracy Jordan Tracy Also the star of "TGS"; a "wild and unpredictable movie star"*
Morgan
Kenneth Jack "The over-eager NBC page-a highly-sought-after entry level position
McBrayer with the network."*
Pete Scott Adsit Producer for "TGS"
Hornberger
Frank Judah Writer for "TGS"; described as "wisecracking"*
Friedlander
Toofer Keith Powell Writer for "TGS": "a straight-laced, Harvard grad .... his character brings
a sophisticated, yet sarcastic style to the writers' table."*
Lutz John Lutz Writer for "TGS", does not appear as often as Frank and Toofer
Cerie Katrina Liz Lemon's "flighty assistant"*
Bowden
Josh Lonny Ross Actor on "TGS", minor roles as an impressionist
Jonathan Maulik Jack's executive assistant
Pancholy
Don Guise Rip Torn CEO of General Electric
Devon Will Arnett Jack's nemesis; also a contender for the CEO position
Banks
* quotes are from the official 30 Rock Web site, in the bios section. Retrieved April 30, 2009, from
http://www.nbc.com/30_Rock/bios/
89
Table 2: Episodes Used in Analysis
Episode Season Episode Original Air Credited Episode Plotlines*Name # Date Writer (s)
Liz Lemon is head writer for The Girlie
Show, a live comedy show filmed in New
"Pilot" 1 1 10/11/2006 Tina Fey York City's 30 Rockefeller Plaza. Things
start to get complicated when her new boss,
Jack Donaghy, insists that wild movie star
Tracy Jordan join the cast.
Jack decides to join Liz and her staff in the
"Jack-the- 1 4 11/1/2006 Robert writers' room, but his lack of writing abilityWriter" Carlock becomes all too evident and his presence
ends up stifling the others' creativity.
Forced by Jack to plug General Electric
"Jack-tor" I 5 11/1 6/2006 Robert products into the show, Liz integrates JackCarlock himself into a self-referential sketch about
product placement.
Liz meets her childhood idol, comedy
"Rosemary's 2 4 10/25/2007 Jack Burditt writer Rosemary Howard (Carrie Fisher),Baby" on ly to discover that Rosemary is a lonely
woman still clinging onto a I970s mindset.
Jack introduces NBC's environmental
mascot, Greenzo (David Schwimmer).
"Greenzo" 2 5 11/8/2007 Jon Pollack Greenzo's eco-friendly preaching gets out
of hand around the TGS offices, as well as
on The Today Show.
Don Geiss names Jack the new GE
chairman over Jack's rival, Devon Banks.
Jack then names Liz as his successor, as
Andrew Guest "Vice President of East Coast Television
"Succession" 2 13 4/24/2008 & and Microwave Oven Programming,"
John Riggi because she "always has his back." While
Liz attempts to adjust to corporate life,
Geiss' health puts Jack's promotion in
jeopardy.
"Retreat to Nervous about his performance at a
Move 3 9 1/22/2009 Tami Sagher corporate retreat following his Bush
administration and CEO debacles, JackForward" invites Liz for support.
* Episode information retrieved May 2, 2009, from http://en.wikipedia.org/wiki/List_oC30_Rock_episodes
90
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