Reading Survivor: A Primer on Media Studies
Kevin Howley

 
Bit
  "It's only a movie." "It's just entertainment." "You' re reading too much into it." 
Bit
  For teachers of media studies, these are common refrains. Despite, or more accurately perhaps, because they spend so much time with media technologies and texts--from cell phones and Sony Walkmans, to MTV and online chat rooms--many students underestimate the value, let alone the relevance, of critically informed media analysis. Student resistance to our efforts to "take seriously" media form and content represent formidable obstacles to teaching goals and learning objectives. More crucially, our inability to surmount this opposition is a missed opportunity to exercise critical pedagogy. 
Bit
  If we, as teachers and cultural critics, are committed, as bell hooks has put it, to "education as the practice of freedom" then we must encourage our students to interrogate the meanings produced within and through popular culture. In doing so, we can deploy the classroom as a site to promote democratic values and practices in an increasingly corporatized culture. In this essay, I want to sketch out some thoughts on overcoming student resistance to critically informed media analysis through an abbreviated reading of the television show Survivor
Bit
  I take Survivor as my point of departure for several reasons. First, the program is one of the most successful shows in the history of US broadcasting. Second, like other reality programs, Survivor appeals to high school and college age students: the very same demographic group that populates our classrooms. Third, Survivor is part of a larger trend in the television industry toward the production and global proliferation of so-called reality television (RTV). Finally, because the show is as much a throw back to "traditional" broadcasting as it is indicative of emerging industrial practices in the neo-network era, Survivor lends itself to precisely the sort of multiperspectival analysis that is the hallmark of effective, engaging, and politically responsible media critique. 
Bit
  Textual Analysis

 The emergence of reality television provides an occasion to re-examine how forms and conventions are understood as part and parcel of a specific genre. Indeed, despite different settings, distinctive narrative strategies, and varying levels of production value, a diverse set of television texts, such as Cops, Who Wants to be a Millionaire, Temptation Island, and The Mole, are described by the industry, and recognized by audiences, as examples of "reality television." Some of the hallmarks of reality television are its unscripted or "documentary" feel and the attendant reliance on "ordinary people" rather than professional actors; a heightened sense of exhibitionism, on the one hand, and voyeurism, on the other; and a thematic emphasis on contest, competition, strategy and winning. Perhaps the genre's defining feature is its explicit claim to "veracity" and "authenticity." By leveraging the genre's implicit claim to capture "reality" accurately and faithfully, media educators might fruitfully illuminate the constructedness of television texts. 

Bit
  Students' familiarity with shows like Survivor afford media educators an opportunity to introduce concepts like television codes, conventions, and generic evolution with a text that students both know and enjoy. For example, Survivor's reliance upon rules and laws that govern contestants' behavior provide an exceptional vehicle to discuss how the medium of television likewise operates according to particular, but nonetheless historically and culturally specific stylistic and representational codes. Clearly, the choice and use of music, clothing, picture composition and the like in Survivor all follow classical Hollywood narrative structures and techniques. Similarly, Survivor employs a number of conventions, such as voice-over narration, titles, and direct address, that are commonplace in television; thereby facilitating discussion of these conventions and their associated meanings. Finally, Survivor's relationship to earlier programs illustrates how genres evolve over time. Survivor owes as much to game shows and soaps, as it does to the castaway premise of Gilligan's Island, and the contrived social arrangements of The Real World. In sum, Survivor is a text laden with generic conventions that can then be extrapolated into a discussion of contemporary texts and historical examples alike. 
Bit
  Equally important, reality television provides an exceptional vehicle to illuminate the relationship between television form and content--sport, entertainment and information programming, and advertisements--with other forms of social knowledge and cultural practices. Here then, Survivor lends itself to various interpretive strategies such as ideological, mythic, postmodern and feminist analysis. For example, Survivor could be read as a hegemonic text that reinforces white, male, patriarchy. In the person of Jeff Probst, Survivor's omniscient and omnipotent host, contestants are subject to his rules, beneficiaries of his largess, and victims of his machinations. This is not to suggest, however, that this patriarchal order goes unquestioned or unchallenged. Indeed, when Richard Hatch, an openly gay man, emerged as the winner of the first Survivor series, heterosexual "norms" were quite clearly challenged. However, Richard's sexual orientation was less an issue in the context of Survivor's rules and objectives, than his willingness to "do what it takes" to win in an individualistic and highly competitive "world". In this way, Survivor vividly demonstrates that hegemony is a constant, often contradictory, process of negotiation between competing interests, values, and beliefs. 
     
Bit
  Industry Analysis

 Once the dominant force in American popular culture, network television's preeminence has diminished over the last two decades in the wake of technological innovations like the VCR and increased competition from cable television, direct broadcast satellite, and internet-related services. Considered by some to be industry dinosaurs, relics from a bygone era, American television networks struggle to attract prime-time television audiences. Where the television industry once sought to maximize audience numbers by appealing to mass audiences, contemporary industry practices stress the importance of niche markets and narrowcasting. 

     
Bit
  In this context, reality television shows like Survivor buck recent trends and seek to attract mass audiences of the sort that once tuned in each week to watch quiz show contestants compete for large cash prizes. Then as now, game shows are especially appealing to television producers interested in keeping production costs down. Unlike the sitcom or the hour-long episodic, both of which rely heavily upon writers, story editors, and paid actors, reality television is relatively inexpensive to produce. Indeed, most of these shows use non-union writers, producers and "actors", thereby further reducing production costs. And, with a writers' strike looming, the television networks are developing even more reality programming for the coming season. In this light, reality television gives the studios and major production companies considerable leverage over the writers' union in upcoming contract negotiations. 
     
Bit
10 
  Regardless of the outcome of the impending strike, it is clear that the character of prime time television in the United States, and elsewhere, is undergoing considerable change. According to one industry source, the number of comedies and dramas appearing on American television this past fall dropped 15%. In some cases, reality shows like Millionaire, Boot Camp, and Popstar are outperforming more traditional television fare. For instance, when it premiered during the summer of 2000, Survivor initially sold a 30-second advertising spot for $100,000. As the ratings grew over the course of show's final weeks, these same spots were going for well over $600,000. All told, CBS made anywhere between $40-$50 million dollars in advertising revenue during Survivor's final three episodes last summer. 
     
Bit
11 
  There are, of course, even more benefits to be realized by reality television. The marketing potential of Survivor illustrates network television's attempt to realize synergies within and between various media holdings. For instance, once producers at the Early Show, CBS's struggling morning program, began featuring interviews with Survivor participants, ratings soared. By summer's end, the Early Show was in heated competition with both NBC's Today, and ABC's Good Morning America. Exposure on the morning show not only enhanced the fame of Survivor contestants, but made a celebrity out of the Early Show's lesser known host, Jane Clayson. What's more, having signed exclusivity contracts with the network, the cast of Survivor has found its way onto various CBS programs including: JAG, Nash Bridges, and The Guiding Light, to name a few. Likewise, survivors have found their way onto the nation's radio waves, as CBS affiliated stations scramble to jump on the Survivor bandwagon. In short, cameo appearances by these survivors help promote other CBS programs and media outlets. 
     
Bit
12 
  In addition, Survivor provides CBS with an opportunity to generate even more revenue through ancillary products. Just weeks before the premiere of Survivor II: The Australian Outback, CBS released Survivor Season One: The Greatest and Most Outrageous Moments for home video. Likewise, Survivor fans can visit the CBS store in New York City, or online, to purchase "official" Survivor merchandise like baseball caps, bandanas, T-shirts, books, and a soundtrack recording featuring "survivor-themed" music. 
     
Bit
13 
  Finally, Survivor anticipates the future of television advertising in the age of "smart" home video recorders. Fearful that viewers will circumvent commercials inserted between program segments, television networks are embracing product-placement strategies that embed consumer goods into program content. For example, Survivor contestants regularly receive care packages in the form of clothing from Target, free phone calls from Ericsson, and beer from Bud Light. In this light, Survivor is not merely entertainment; it is a multidimensional marketing platform that includes television, home video, book and music publishing, and the world wide web. In sum, an industrial analysis of Survivor demonstrates contemporary programming and marketing practices and illustrates the scope and depth of cross-media ownership. 
     
Bit
14 
  Audience Analysis

 Imprecise as they are, Nielsen ratings provide some indication of any given program's popularity. What's more these numbers dictate whether or not a particular show will survive for another week, or another season. However, quantitative data of this sort--how many television sets were tuned in to a specific show at a particular time--elide a more difficult, but far more intriguing question: Why is Survivor so popular? 

     
Bit
15 
  Television critics provide some clues. For some, Survivor is indicative of a society enamored with voyeurism, titillation, and spectacle. Other's suggest that Survivor and other reality programs which place "ordinary" people in extraordinary situations demonstrate the lengths to which some people will go to achieve even fleeting moments of fame and celebrity. Still others suggest that reality television programs tap into deep-seated cultural anxieties related to fundamental issues of individual autonomy, privacy, security, and survival. Like other forms of popular culture, then, Survivor is a polysemic text: a cultural artifact whose meanings are not rigidly determined nor fixed, but rather open to different interpretations. 
     
Bit
16 
  Fan culture likewise provides a window into Survivor's success. The proliferation of web pages devoted to the show demonstrate the level to which audiences invest meaning into the show's "characters" its "plot twists" and its "resolution." Equally important, online chats and water cooler discussions illustrate that audiences take away different meanings from media texts: meanings that are determined, in part, by an individual's race, class, gender, ethnicity, and lifestyle. Survivor's meaning, therefore, does not reside solely in its images, words, and sounds, but rather is produced by audience members. 
     
Bit
17 
  Details

 In short the level of popular discussion of reality television in general, and Survivor in particular, indicates that these programs resonate with audiences and that viewers do indeed take these shows seriously. 

     
Bit
18 
  Conclusion

 Media scholar John Fiske once remarked: "Communication is too often taken for granted when it should be taken to pieces." Our task, a pedagogical challenge as much as a political responsibility, is to promote precisely these sort of critical thinking skills in our students. Ironically, the media's apparent naturalness, its very pervasiveness, confounds our ability to critically analyze or "make strange" media form and content in a fashion that our students can comprehend and appreciate. This brief deconstruction of Survivor offers a primer on media studies. With this short tutorial students might begin to learn how representational codes and conventions create meaning, to better understand how industry structures and practices shape media form and content, and to acknowledge the ways in which audiences make use of, and make sense of, popular culture. Armed with this knowledge, students are much more than active viewers; they are informed and engaged citizens. 

Bit
19 
  Details
 Survivor II, originally aired January 28, 2001 on CBS 
Bit
20 
  Citation reference for this article
Kevin Howley. "Reading Survivor: A Primer on Media Studies" M/C Reviews 04 May 01