Cultural Diversity as Brand Management in Cable Television

Bibliographic Data

ID7512672
AuthorsMelanie E S Kohnen (0000-0001-6533-3445, corresponding author), Melanie Kohnen
Year2015
Volume2
Issue2
Publication date2015-03-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueMedia Industries (JOURNAL)
Journal identifiersISSN: 2373-9037 • E-ISSN: 2373-9037
PublisherMichigan Publishing (PUBLISHER • US)
DOI10.3998/mij.15031809.0002.205
OpenAlexW2178147928
LanguageEN
Citations received8
References cited2

This article explores the strategic use of cultural diversity as brand management tool in cable television via the case study of The Fosters, a prime-time soap on ABC Family. Specifically, I examine three interrelated facets of The Fosters and its industrial context, namely the program's representation of meaningful cultural diversity, how this meaningful diversity functions as a strategy for ABC Family's brand of "A New Kind of Family," and how media scholars can make sense of a discourse of diversity imbricated in corporate brand management. Instead of dismissing branded diversity, I argue that we should closely examine it to recognize the possibilities and constraints of culturally diverse representations emerging out of and enabled by television brand management

Advertising · Business · Cable television · Diversity (politics · Sociology · Telecommunications · Anthropology · Computer Science · Gender, Feminism, and Media · Media Studies and Communication · Media, Gender, and Advertising

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Open DOIOpen Access