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This essay examines the 2010 NBC situation comedy Outsourced, with special attention to its representation of the racial politics surrounding business process outsourcing to India. Specifically, it discusses how Outsourced participates in what Jodi Melamed calls “neoliberal multiculturalism” to work through, symbolically and narratively, the realities and contradictions of globalized economies as they are experienced. By staging the dilemmas of outsourcing through the specter of the white male middle manager traveling to India to train Indian call center workers, Outsourced minimizes the affective labor necessarily performed by Indian call center workers and dramatizes outsourcing as a crisis of white U.S. masculinity alone. Moreover, it figures our white male protagonist as the global multicultural citizen to be emulated insofar as he models the appropriate attitude toward outsourcing and toward “other” cultures in general. Finally it suggests that the failure of the show has less to do with issues of cultural stereotyping and more to do with the failure of neoliberal multiculturalism to soothe anxieties around changing global economies.
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This chapter discusses how Chinese television has been refashioned by the digital entertainment industry, and contends that new genres, identities, and representations have emerged in recognition of youths as the most valuable and desirable category of audience. It does so by way of three case studies. The first illustrates the symbiotic relationship between online literature and television drama production, and how the former contributes to the fantastical turn of Chinese television. The second seeks to understand the emergence of new cultural figures of “supreme heroine” and “sweet males” in the context of the rise of female fandom in contemporary Chinese popular culture. The third reveals how traditional television content, or in this case a political drama, may be recreated by online distributors and influencers so as to be aligned with the habits, attitudes, and preferences of the younger audiences. The chapter concludes that to understand contemporary Chinese television culture, the Internet and social media must become an integral component of inquiry because of their powerful remediating role in the public communication of any cultural text.
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African television is at the crossroads. This chapter surveys, describes, analyzes and explains the major changes that have taken place in the African television landscape since the 1990s. It focuses on three major developments that have marked the African television landscape: (1) liberalization of the television space to keep abreast of international developments, and the tension between entrenched governmental public broadcasting systems and newly licensed “independent” TV stations, (2) the process and impact of the analogue to digital TV switchover shepherded by the International Telecommunications Union, and (3) the diffusion of Chinese electronic technology, television, and film content on the African television market as part of the Asian giant’s “soft power” diplomacy and State capitalism. African television is constrained by political regimes that restrict freedom of expression, and regulatory agencies that preside over systems in which the law takes precedence over rights.
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The chapter traces the evolution of Chinese television since 1958 from a state propaganda organ to a profit-generating media juggernaut, with China Central Television (CCTV) as the only network TV responding to both market principles and party directives. Commercialization and marketization played a major role in the rapid development of the Chinese television industry. In recent years China’s TV industry has witnessed the rise of private media companies and the rapid expansion of digital media and the proliferation of over the top (OTT) content. The chapter further provides an overview of China’s overall TV structures and teases out the relationship between CCTV and local stations. The most popular genre on Chinese TV is serial drama, which developed from predominantly single-episode anthology dramas in the 1980s to chiefly multi-episode serial dramas. Talk shows and reality TV became fashionable since the late 1990s.
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Stuck between the political economy of the larger domestic television production industry and global market imperatives, I argue that Turkey’s TV industry executives and professionals had to develop and implement a number of tactics to achieve a locally based transnational cultural industry able to withstand both global and domestic pressures. In this chapter I identify three main tactics employed by Turkey’s TV industry executives and professionals to combat the socio-economic and political challenges they face: These tactics are: (1) carefully managing the content to skirt government restrictions; (2) adopting the government’s soft power discourse and public diplomacy aspirations by cooperating with government officials and businesses in their cultural promotion and nation-branding efforts; and (3) adapting to global TV trends by undertaking rigorous marketing and branding campaigns. A discussion of these tactics in the Turkish case can help us understand how culture industries in the developing world, which had to integrate into a neoliberal media environment after the 1980s due to market- and state-driven policies propelled mostly by US-based global media giants, negotiate being locally based transnational culture industries in the face of increasingly authoritarian and right-wing domestic political climates.
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