Buying into American Idol: How We are Being Sold on Reality Television

Chapter 2 focuses on the shifting relationship of media corporations with their audience thanks to the rise in popularity from the reality TV show American Idol and its successful use of audience engagement. Jenkins discusses how from its inception American Idol was not created as just a TV show but a transmedia franchise consisting of television broadcasting, music deals, and brand advertising in the hopes of developing a long term relationship with audiences through a process Jenkins calls "Affective Economics". ^[1] According to Jenkins, advertisers are having an ever increasing difficulty keeping the audience engaged on a particular show long enough for the audience to watch advertisements which in turn causes panic among advertising corporations. These corporations seek to find other methods to capture the eyes of consumers whether it be through product placement during a program or putting adverts up in places other than TV. Jenkins brings up that Coca Cola (who is the main sponsor of American Idol) has figured out that the best way to cement a brand into the minds of consumers is to make your brand associated with moments of strong emotions. By putting its logo or products in recognizable moments, Coca Cola has figured out the way to make itself a big part of American Idol without needing an obvious commercial. ^[2] Though companies were quick to jump on this newfound strategy Jenkins is quick to point out the dangers that getting audiences emotionally invested into a show like American Idol can be for brands as was the case in the season 2 of American Idol with the close outcome in votes between Clay Aiken and Ruben Studdard and the immense fan backlash the companies involved with the show received. ^[3]