Heartland Tv: Prime Time Television And The Struggle For U.s. Identity

aA groundbreaking book, highly original in concept and persuasive in its execution. Johnson elegantly rewrites the history of American television with an eye to its geographical imaginary.a
--Anna McCarthy, New York University

"Network chieftains, advertising executives, and primetime performers generally fly over the heartland with barely a glance, but itas never far from their thoughts, or ours. In this remarkable analysis of American television, Victoria Johnson cogently explains why Middle America matters: on the screen, in the home, and in public life."
--Michael Curtin, author of "Playing to the Worldas Biggest Audience"

The Midwest of popular imagination is a aHeartlanda characterized by traditional cultural values and mass market dispositions. Whether cast positively -- as authentic, pastoral, populist, hardworking, and all-American -- or negatively -- as backward, narrowminded, unsophisticated, conservative, and out-of-touch -- the myth of the Heartland endures.

Heartland TV examines the centrality of this myth to televisionas promotion and development, programming and marketing appeals, and public debates over the mediumas and its audienceas cultural worth. Victoria E. Johnson investigates how the asquarea image of the heartland has been ritually recuperated on prime time television, from "The Lawrence Welk Show" in the 1950s, to documentary specials in the 1960s, to "The Mary Tyler Moore Show" in the 1970s, to "Ellen" in the 1990s. She also examines news specials on the Oklahoma City bombing to reveal how that city has been inscribed as the epitome of a timeless, pastoral heartland, and concludes with ananalysis of network branding practices and appeals to an imagined ared statea audience.

Johnson argues that non-white, queer, and urban culture is consistently erased from depictions of the Midwest in order to reinforce its areassuringa image as white and straight. Through analyses of policy, industry discourse, and case studies of specific shows, Heartland TV exposes the cultural function of the Midwest as a site of national transference and disavowal with regard to race, sexuality, and citizenship ideals.