Doing pop culture analysis is like trying to carve a tunnel through a mountainside with a spoon. But as a daily rider of public transportation, I can’t help but notice the images that barrage us as we travel from one point to another. It amazes me that we have sold this space to advertisers rather than using it for art, news, or public dialogue.
Here’s one that I noticed recently:
What strikes me about this ad is that it seems to un-self-consciously demonstrate mainstream America’s imaginary world of neatly defined identity categories and their associated hierarchies of power and influence.
I have never watched “The Big Bang Theory,” so I don’t know anything about these characters beyond what’s shown here. But when I look at the poster, what I basically see is a central white man surrounded by four other, less central people. The central guy is taller than the others and, in the poster I see most often, he is the only one looking directly out at the viewer.
Then there are the “others.” From left to right: the man who isn’t in the middle because he’s effeminate and/or retro and/or gay (as indicated by tight purple pants); the man who isn’t in the middle because he’s not white; the man who isn’t in the middle because he’s nerdy and/or intellectual and/or Jewish (as indicated by glasses); and the woman. Whether or not these descriptions are true of the characters in the show, they are clearly marked this way in the poster.
If you think I’m being reductive, note that these ads for “The Big Bang Theory” (produced by CBS) are in every case — as far as I’ve seen, on the subway — bundled with ads for “30 Rock” (produced by NBC). I’m not sure if I would have thought to read these ads as such an obvious statement of mainstream television’s understanding of identity politics if the two ads weren’t so bizarrely, strikingly similar to each other.
I have actually seen “30 Rock,” so I do know something about the characters. All the same, the line-up in the poster is identical to the one I’ve described above, with a single, possible significant difference: the nerdy / intellectual / Jewish role (the one marked with glasses) is now being played by a woman.
So we have again, from left to right and top to bottom: the guy marked as effeminate, emotional, possibly gay; the racial other; the silly, blond woman; the intellectual (now female); and finally, of course, the white guy. No markings on him!
There’s nothing new about this analysis. We all know that white men and women dominate mainstream television, and that identity politics gets absorbed into pop culture — for better and for worse — through the addition of secondary characters, more or less stereotypical, marked as different kinds of “other” in relation to the central white male.
Even given all that, I am struck by the juxtaposition of these two ads — plastered side by side all over New York City’s public transportation system — and by the fact that whoever put them together either did not notice their eerily parallel composition, or else accepted it as a statement about what counts as “prime time” in today’s world.

















Recent Comments