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1 - Jekyll and Hyde: TV Horror’s Incorporation of Other Genres and Audiences
Published online by Cambridge University Press: 14 February 2024
Summary
Abstract
Employing interpellation as a reading strategy, the chapter analyses how TV horror hails genre fans and wider audiences, supporting brand identities and horror's mainstreaming on television: US premium subscription channels HBO's Carnivále and Showtime's Masters of Horror episode ‘Imprint’ incorporate the cinematic to appeal to quality audiences. British teen digital channels E4 and BBC3 hybridize zombies with reality TV as multigeneric interpellation in Dead Set and I Survived a Zombie Apocalypse respectively. Casting Lady Gaga in American Horror Story hails wider music fans. The chapter also offers the original term ‘flexi-serial’ as a distinct form of storytelling that facilitates cult and mainstream consumption habits. Finally, Stranger Things supports Netflix's transgenerational audience remit via nostalgia and gradational intertextuality that engenders transmediality.
Keywords: interpellation, paratexts, cult, mainstream, quality TV, ordinary television
Digital technologies have facilitated increased tailoring and targeting of particular taste cultures and narrowcast viewership. Notably, the British free-to-air Horror Channel and subscription-based streaming platform Shudder both specifically aim to appeal to cult genre fans. However, horror television has been increasingly produced on non-genre specific channels/portals yet does not exnominate nor restrain its horror qualities. As Bowen points out, ‘[b]roadcast, cable, and streaming networks have all embraced horror in their lineups’ (2018). Consequently, texts can be clustered not just by their genre traits, but also within producers’ branded catalogues (see also Platts, 2020, pp. 8–10). Moreover, horror movies – particularly notably underground, extremely violent, strikingly realistic, explicitly sexualized, highly reflexive, and/or culturally transgressive horror movies – are synonymous with cult cinema (Mathijs and Sexton, 2011, pp. 194–202), unsurprisingly ‘geared [less] towards a mass public that is not automatically associated with this kind of movie going and consumption’ (ibid., p. 30). Whilst such outsiderdom has informed how cult TV has been traditionally theorized (e.g. Jancovich and Hunt, 2004), dialogic niche/mainstream binaries frequently fall short when examining twenty-first century cult blockbuster tele-fictions that garner both impassioned devotees and are hugely popular (Pearson, 2010; Hills, 2010b), in turn attesting to quality TV status (Abbott, 2010, p. 91; Newman and Levine, 2012, p. 29).
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- Information
- Transmedia Terrors in Post-TV HorrorDigital Distribution, Abject Spectrums and Participatory Culture, pp. 69 - 108Publisher: Amsterdam University PressPrint publication year: 2023