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- Title
Must tweet TV: ABC's #TGIT and the cultural work of programming social television.
- Authors
Patterson, Eleanor
- Abstract
US television network ABC developed their "Thank God It's Thursday" (TGIT) programming block in 2014 as a prime-time schedule composed of three back-to-back dramas produced by well-known TV showrunner Shonda Rhimes. From its initial development, ABC intended TGIT to be a three-hour live viewing event, encouraged by a multipronged #TGIT Twitter campaign. I consider the industrial and cultural significance of marketing the TGIT block of programming together as a cohesive block of social TV in order to encourage and structure audience participation in live television viewing. #TGIT's form of social television developed as a result of the rise of multicultural market research. The reemergence of serialized melodrama on network television functions culturally to commodify Black femininity in order to appeal to a transracial upscale female audience.
- Subjects
SOCIAL aspects of television programs; AMERICAN Broadcasting Co.; SOCIAL media
- Publication
Transformative Works & Cultures, 2018, Vol 26, p1
- ISSN
1941-2258
- Publication type
Article
- DOI
10.3983/twc.2018.1147